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Continuing our series of bite-size weekly content, we’re bringing you another set of sector-specific stats.

With summer in full swing, it’s time for the Travel & Hospitality industry to be highlighted. Evaluating how six key sectors perform across a range of email activities, the 2016 Email Industry Census – Key Sector Report included a chart showing varying degrees of success with automation programs.

Travel & Hospitality is featured as the star sector as it not only reported the highest percentage of ‘quite’ and ‘very successful’ programs, but also the highest increase in the latter category. 24% of companies rated their use of automation as highly satisfactory.

One to learn from: November’s Campaign of the Month winner Reservation Counter’s pre-departure notification email. This hyper-personalised campaign achieved a 59% open rate and boasts seven instances of automated content to make the notification relevant to the receiver, making it a great example of First-Person Marketing.

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