What do the key figures in the ADDITIVE+ Newsletter Marketing Report mean?

Terms and meanings

1. Total Value Added: Is the sum of directly generated revenue and value added through newsletter marketing.
   
   
2. Revenue: Revenue from reservations that is directly achieved through newsletter marketing.
   
   
3. Value Added: This is the monetary added value generated by the various newsletter campaigns.
   
   
4. Reservations: This is the total number of all reservations generated directly through newsletter marketing.
   
   
5. New Reservations: This is the total number of reservations from new guests generated directly through newsletter marketing.
   
   
6. Repeat Reservations: This is the total number of reservations from returning guests generated directly through newsletter marketing.
   
   
7. Direct Bookings: This is the total number of bookings generated directly through newsletter marketing via the hotel's direct booking route.
   
   
8. Inquiries: This is the total number of booking inquiries generated directly through newsletter marketing.
   
   
9. Sessions: This is the total number of user sessions on various landing pages generated through newsletter marketing.
   
   
10. Unique Openings: This is the total number of newsletter recipients who actually opened the newsletter.
    
    
11. Open Rate: This is the percentage of recipients who actually opened the newsletter.
    
    
12. Click-to-Open Rate (CTOR): This is the percentage of recipients who opened a newsletter and then clicked on a link.
    
    
13. Total Emails Sent: This is the total number of emails sent in newsletter campaigns over a specific period.