成果範例
Data analysis: 9 months of bookings at a family-run guesthouse
Key numbers
| Metric | Value |
|---|---|
| Bookings (excl. cancelled) | 251 |
| Room nights sold | 689 |
| Revenue | $78,540 |
| Average rate per night | $114 |
| Cancellation rate | 11.6% (33 of 284) |
| Average stay | 2.7 nights |
Summary by channel
| Channel | Bookings | Share of revenue | Avg. rate | Commission | Net per night |
|---|---|---|---|---|---|
| Booking platforms | 142 | 54% | $109 | 15% | $93 |
| Direct (phone, email, website) | 87 | 38% | $126 | 0% | $126 |
| Local travel agent | 22 | 8% | $102 | 10% | $92 |
Direct guests pay more, stay longer (3.4 nights vs 2.3) and bring $33 more per night after commission than platform guests.
Trends and outliers
- July and August made 41% of revenue; occupancy reached 93%.
- March and April were weakest (occupancy 38%), but weekend nights still sold at 79%: the gap is midweek.
- Cancellations were 19% for platform bookings with free cancellation and 4% for direct bookings with a deposit.
- Outlier: 6 bookings in May at $45 per night. These are all one corporate group with a manual discount; they were kept in totals but flagged.
Findings
- Your most profitable guests are direct, returning guests, yet only 14% of platform guests were invited to book direct next time.
- Midweek in spring is the only real gap; weekends sell themselves.
- Free cancellation on platforms costs about 27 lost nights over 9 months.
Recommendations
- Add a "book direct" card at check-out with a 10% returning-guest rate: still $20 above platform net.
- Create a midweek spring offer (3 nights for the price of 2, Sun–Thu) for March–April.
- Switch platform listings to a non-refundable rate at 8% off alongside the flexible one.
- Track the booking channel for every guest from now on: 17 rows had no channel and were grouped as "direct".
All totals were cross-checked against the monthly sums in your sheet; the difference is $0.
Client: a 12-room guesthouse by a lake, run by two owners Data: 284 booking rows, January to September (date, room type, nights, channel, price paid, cancellation) Question asked: "Which channel and which months actually make us money, and where are we losing it?"
客戶與所有細節皆為虛構。
關於此服務
Mailchimp 和 Klaviyo 的儀表板會顯示每次發送的開信率，卻很少回答哪些主旨、哪幾天和哪些族群真正帶來點擊與訂單。我們會取得您的活動匯出檔，並排比較各次發送，將 Apple Mail 隱私保護造成的灌水開信與真實點擊區分開來，並在匯出檔含營收資料時，把營收對應到各個活動。您會清楚知道哪些內容該多發、哪些該停掉。
包含內容
- 您會收到什麼一份依點擊、訂單、營收與退訂比較各活動的報告，包含主旨、發送日和族群的規律，以及下個月的測試清單。成果會顯示在訂單頁面，並提供 Word 文件下載，表格另提供 Excel 檔（僅含數值，不含公式或圖表）。
- 活動排名依點擊與營收排出最佳與最差的發送
- 誠實的開信率已考量 Apple Mail 的灌水效應
- 主旨規律有效的長度、優惠與用詞
- 名單健康度退訂、退信與垃圾郵件檢舉的長期變化
- 測試計畫接下來的發送該試什麼
服務流程
- 1需求說明您附上活動匯出檔
- 2分析我們比較各次發送並找出規律
- 3報告您會收到排名、發現與測試項目
需要您提供的資料
從 Mailchimp、Klaviyo 或其他電子郵件平台匯出的活動報告（Excel 或 CSV 檔）、期間，以及哪些發送屬於促銷、電子報或自動化流程。
我們會詢問您：
- 匯出檔來自哪個平台？
- 匯出檔中是否包含各活動的訂單或營收？
- 您的電子郵件主要目標是什麼？
- 您發送給哪些族群？
比較方案
付款保障
下單時付款，但只有在驗收成果後，款項才會撥付。
- 固定價格付款後，方案價格不會變動。
- 款項先行保留付款時，金額只會先保留，在您驗收後才會撥付給服務。
- 交付前檢查每份成果在交到您手上之前都會經過品質檢查，您也可以在驗收前於訂單頁面查看成果。
- 免費修改在需求說明範圍內，可依方案允許的次數提出修改。
- 3 天後自動驗收若您在交付後 3 天內未驗收也未提出修改，成果將自動驗收。若您在交付後於訂單聊天室留言，訂單會暫停自動驗收；我們回覆後，可能會重新起算 3 天，並會在聊天室中告知。
- 重新製作或全額退款若成果不符合您的需求說明且修改後仍未改善，或製作時間超過交付期限的兩倍，請在訂單聊天室留言：我們將重新製作，或全額退還款項。
常見問題
為什麼你們對開信率持保留態度？
Apple Mail 隱私保護會替許多訂閱者載入圖片，導致開信數看起來比實際高。點擊與訂單是更可靠的訊號。
需要存取我的電子郵件帳號嗎？
不需要。匯出檔或貼上的表格就夠了；我們不會登入您的平台。
你們也能撰寫接下來的活動嗎？
這張訂單不包含。電子郵件序列是我們服務目錄中的另一項服務，而這份報告能為它們打下紮實的基礎。
沒有找到您要的答案？