Automated emails run quietly in the background, which is their strength and their risk. A welcome series written three seasons ago can still be sending outdated rates. Regular reading of the statistics keeps automations working for you. This page explains which numbers matter for a Saint Lucian business and what to do with them. We avoid quoting generic industry averages; your own trend over time is the benchmark that counts.
The five metrics that matter
1. Delivery rate
The share of automated emails accepted by recipients’ mail servers. A falling rate usually means outdated addresses (guests change jobs and email providers) or a configuration problem with your domain. Check that SPF and DKIM are set up, and remove hard bounces promptly.
2. Click rate
The most reliable engagement signal. Opens are inflated by privacy features on some devices, so treat them as a rough indicator only. If a pre-arrival email shows few clicks on “reserve your excursion”, the offer or the button may need rethinking.
3. Conversions
What happened after the click: a booking, a table reservation, a survey completed, a purchase. Use tracked links to your booking engine or online shop to connect emails to results.
4. Unsubscribes and complaints
A spike after a particular step tells you that message is unwelcome, too frequent or sent to people who did not expect it. Look first at consent: were those contacts tagged for marketing?
5. Timing
When do recipients open and click? If your Saint Lucian customers click in the evening and your guests in London in their morning, adjust send hours per segment. Mailpro’s real-time statistics show activity as it happens.
Reading the results by segment
Overall averages hide the story. Compare:
- Local versus overseas contacts: locals may respond to short offers; overseas guests to inspiration and practical detail.
- Honeymooners versus families: anniversary emails may perform very differently.
- Source of subscription: front-desk sign-ups versus website sign-ups.
Mailpro’s segmentation makes these comparisons possible, and campaign statistics show results per email.
A quarterly review routine
- Export the statistics for each automation.
- Note any step where clicks fall sharply or unsubscribes rise.
- Rewrite one element at a time: the subject line, the first paragraph or the button.
- Check that content is still accurate: rates, staff names, festival dates, transfer information.
- Compare the next quarter with the last.
Seasonality in the numbers
Saint Lucian businesses see strong seasonal swings. Winter brings more bookings and more automated emails; the hurricane months bring fewer, and sometimes weather-related cancellations. Compare the same season year on year rather than month to month, or you will mistake the calendar for a problem.
Improving what the numbers show
- Low clicks: make the button bigger with the button builder, and cut text above it.
- High unsubscribes: space emails further apart, or make the step optional.
- Low conversion: check that the landing page loads fast on mobile data and matches the email’s promise.
- Weak personal touch: add personalisation based on stay dates or interests.
Questions to ask of each automation
- Is this email still needed, or has the guest journey changed?
- Is it reaching the right segment, or are locals receiving visitor content?
- Is the trigger firing at the right moment? A pre-arrival email sent after arrival because of a wrong date format is worse than none.
- Does the landing page still exist and load quickly?
Small teams can do this review in an hour a quarter, and it often reveals more than a new campaign would.
Privacy and statistics
Tracking opens and clicks involves personal data. Mention it in your privacy notice, in line with the fairness principle of Saint Lucia’s Data Protection Act 2011 and with the rules in your guests’ countries. Mailpro’s statistics are stored in Switzerland with the rest of your account data.
Back to the overview: automated emails in Saint Lucia.