Every year, Revinate publishes a Hotel Marketing Benchmark Report to provide the industry with actionable and comparative insights from hotels around the world. We analyzed more than 368 million emails sent in 2020 from Revinate’s Marketing customers so that we can provide a unique review for a unique year. Below is a snapshot of the Section 4, a One-Time Campaign Performance
You can download the full 2020 Benchmark Report for free here.
These are by far the most common type of email in your inbox. One-time campaigns include almost everything from newsletters and promotions to alerts and updates. Due to their quick go-to-market time, far reach, and strong results, one-time campaigns are the foundation of most email marketing strategies.
With one-time campaigns, it is easy to take a one-size-fits-all approach and send a generic offer to your entire database. However, beware. This is a surefire way to alienate and fatigue your database, as well as jeopardize your credibility. Instead, it’s important to send out relevant and timely campaigns to segments of your database who will genuinely care about that particular offer or message.
You should also rely on these campaigns to save valuable time and resources.
One-time holiday campaigns, flash sales, and seasonal newsletters can almost always be recycled the following year with just a few simple updates here and there.
During the pandemic, we saw great examples of hotels reaching out to past guests to keep them informed about what was happening on property. Even when hotels were closed to guests, we saw newsletters with special recipes, insider tips, and special promotions to encourage past-guests to come back when it was safe again to travel.
If you’re looking for campaign inspiration, we regularly share the emails that our customers are sending on our website, along with some commentary on results. Check them out and, if you’re a customer, let us know if you would like to be featured.
Global One-Time Promotions
During 2020, Revinate Marketing customers saw an average open rate of 15.9% for one-time promotions. With a global open rate across all emails of 18.6%, one-time promotions didn’t perform as well as automated campaigns. Automated campaigns tend to be behaviourally driven and are often triggered from a guest making a reservation, having an upcoming stay, or having recently visited the property.
The average CTR for one-time promotions was 1.8%, lower than the overall CTR of 2.4%.
Similarly, conversion rates for one-time promotions in 2020 were 0.07%, slightly lower than the global average of 0.04%.
One-Time Promotion By Type
With the pandemic top-of-mind for all travelers, hoteliers were forced to change the message and really think about the best way to engage guests.
Download the full Marketing Benchmark Report today to get the actionable insights you need to improve your hotel marketing and benchmark your success. We cover 9 topics including marketing campaign performance, hotel database size, trends in 2020, and amenity and room upsells.