Email Marketing Annual Report for the Travel Industry in China

SHANGHAI - Oct. 12, 2016 - PRLog -- Webpower released the email marketing annual report (in Chinese) for the travel industry in China. The report sets benchmarks for email performance in the industry. On average, the open rate for travel-related emails is 6.31%, while unique click rate and CTO are 0.74% and 11.73% respectively. Meanwhile, it also reveals the time slot when Chinese consumers open and click these emails. According to the chart below, we can expect two peak hours during a day: from 8 to 11 a.m., and from 1 to 4 p.m. At the same time, the peak month for email promotion is January, when most Chinese make travel plans before the Spring Festival. Mailing time could affect conversion rate. Besides referring to this industry standard, companies should always track email performance and optimize sending strategy.

Unsurprisingly, mobile has become a remarkable trend. During the past year, around 40% of the travel-related emails were opened on a smart phone, with iOS system in particular.

In this report, Webpower also analyzed email campaigns from 4 industry leaders: Trip Advisor, Hilton, Airbnb and American Airlines. This analysis points out the best practices from each company, as well as room for improvement. (Please access the full report for the analysis)

Finally, the report states that multi-channel strategy will continue to be a dominating trend in the travel industry in China. SMS is combined with email for better customer experience. In particular, email can be used as a promotion tool to send out deals, new products or events; while SMS handles time-sensitive communication such as weather forecast, travel tips, and upcoming trip reminder etc.

Full report in Chinese: http://www.webpowerchina.com/uploadfile/markting/report/2...