The Email Benchmark Report 2020

Hotel Email Benchmarks powered by Cendyn Analytics

Email continues to reign as the favored channel of communication for marketing and business. We have seen that even during the most tumultuous times – such as the current global pandemic – email has forged its way as one of the most effective ways to stay connected. Email, however, is incredibly precious and at a time when communication methods are limited (due to social distancing measures), we must not take for granted our valued email databases.

As our first annual Cendyn Email Benchmark report using Cendyn Analytics, we believe that having a clear understanding of the critical role email plays, especially during the crisis facing the industry today, is vital and even more so, how important it is to ensure your valued subscribers are communicated to with the right message, at the right time.

In this report we look in-depth at four fundamental email marketing metrics for hotels; open rate (OR), click from open rate (CFOR), average nights per booking (NPB) , and average daily rate (ADR) and to ensure we give a fair representation of the ‘then’ versus ‘now’ we looked at data from 2018, 2019 and 2020 (YTD).


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