% of Click
5.0%
4.5%
4.5%
4.0%
3.5%
2.9%
3.0%
2.7%
2.6%
2.5%
2.3%
Average
1.9% 2.0%
2.0%
1.5%
1.4%
1.4%
1.5%
1.2%
1.2%
1.1%
1.0%
While the email open rates increased significantly from 28% in 2024 to 40% in 2025, the click-through rate declined from 3% to 2% during the same period. This indicates that improvements in subject lines, audience targeting, and send strategy were effective in encouraging more recipients to open emails, but fewer were motivated to engage further with the content. The decline in click-through rate may be linked to promoting similar travel packages repeatedly, which can reduce perceived freshness and excitement, as well as price increases that may have made offers less compelling. Additionally, product- related factors such as limited new itineraries or fewer promotional incentives may have contributed to lower click engagement. Overall, the results reflect strong top-of-funnel engagement, while highlighting opportunities to strengthen product value messaging and calls to action to better convert opens into clicks.
Key Observations
• Overall email performance in 2025 was strong and consistent, with open rates ranging between 37% - 45%, which is well above industry averages for B2B travel marketing. • Engagement levels varied by destination, indicating clear differences in client interest and intent depending on region and product type. • Click-through performance shows that some destinations drive curiosity (opens) while others drive stronger action (clicks).
Marketing Activities | 2025 | P a g e | 5
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