But there are some interesting takeaways from micro-regions that made use of A/B testing and drip campaigns. DACH is a great example. This micro-region generated some vastly different results by using A/B testing for one-time newsletter campaigns.
The average conversion rate was substantially higher for newsletters that leveraged A/B testing — a 2% average conversion rate compared to a 1% average conversion rate for newsletters that didn’t use testing. The A/B test newsletters also saw higher click-through rates. This suggests that DACH hoteliers experimented with some radically different emails when split testing, such as using 2 entirely different calls-to-action.
While A/B testing wasn’t as immediately successful for most other micro-regions, there were still some clear performance differences that hoteliers would be wise to evaluate to gain a better understanding of what worked and what didn’t.
Drip campaigns were even less widely used across EMEA. Only the “Rest of Europe” micro-region and the UK used drip sequences for one-time room offer campaigns. As with other micro-regions, conversion rates were comparatively lower for the drip versions of these emails.
Automated drip campaigns fared better, especially for pre-arrival messages in BENELUX. The drip sequences drove an average conversion rate of 2%, which is among the highest conversion rates for pre-arrival messages in any region or micro-region. Considering the average open rate for pre-arrival drip campaigns in BENELUX was also very high at 71%, there’s a good chance most hoteliers were only sending the additional emails to guests who opened the first message.