Methodology
The data in this report is drawn from anonymised, aggregated performance across 500+ venues on the VoqadoWiFi platform as of Q4 2025. All figures represent email-attributed revenue only — visits and revenue that can be directly linked to a campaign send, tracked via unique promo codes, post-campaign visit uplift analysis, or subscriber-vs-non-subscriber return visit comparison.
Revenue not captured by email attribution (organic return visits by email subscribers who visit without being prompted by a specific campaign) is not included. The real revenue impact of WiFi marketing is meaningfully higher than email attribution alone measures.
Benchmarks by Venue Type
Cafés (median: €380/month) - Top quartile: €820/month - Bottom quartile: €140/month - List size at median performance: 680 active subscribers - Primary revenue driver: Re-engagement automations and monthly promotions
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Casual restaurants (median: €720/month) - Top quartile: €1,640/month - Bottom quartile: €260/month - List size at median performance: 1,240 active subscribers - Primary revenue driver: Event campaigns and birthday sequences
Bars and late-night venues (median: €560/month) - Top quartile: €1,180/month - Bottom quartile: €180/month - List size at median performance: 980 active subscribers - Primary revenue driver: Event announcements and pre-weekend campaigns
Hotels (median: €1,240/month) - Top quartile: €3,200/month - Bottom quartile: €380/month - List size at median performance: 2,100 active subscribers - Primary revenue driver: Upsell campaigns (F&B, spa, room upgrade) and post-stay re-engagement
Retail venues (median: €290/month) - Top quartile: €680/month - Bottom quartile: €90/month - List size at median performance: 540 active subscribers - Primary revenue driver: Seasonal promotions and new arrival announcements
Benchmarks by List Size
| List Size | Median Monthly Revenue | Top Quartile |
|---|---|---|
| 0–200 subscribers | €80–€160 | €320 |
| 201–500 subscribers | €220–€420 | €780 |
| 501–1,000 subscribers | €480–€860 | €1,640 |
| 1,001–2,500 subscribers | €980–€1,800 | €3,200 |
| 2,500+ subscribers | €2,100–€4,400 | €7,800+ |
Revenue scales sub-linearly with list size — doubling the list does not double the revenue because of list hygiene degradation, engagement rate decline at scale, and segmentation complexity. Top performers at every tier maintain higher engagement rates by investing in segmentation and send relevance rather than frequency.
Benchmarks by Campaign Type
| Campaign Type | Avg Open Rate | Avg Redemption Rate | Avg Revenue/Send |
|---|---|---|---|
| Welcome sequence (Email 3) | 38% | 16% | €62 |
| Birthday campaign | 86% | 31% | €180 |
| Win-back (30-day) | 36% | 17% | €94 |
| Win-back (60-day) | 28% | 12% | €68 |
| Monthly promotional | 42% | 14% | €210 |
| Event announcement | 48% | 22% | €340 |
| VIP campaign | 56% | 28% | €290 |
Revenue per send is calculated as: (list segment size × open rate × redemption rate × average transaction value). Absolute revenue scales with list and segment size.
What Separates Top Performers
Top quartile performers share five consistent characteristics:
- Segmentation: They send to segments, not the full list. Top performers never send the same email to their entire audience.
- Automation completeness: All four core automations are live (welcome, re-engagement, birthday, VIP) before any manual campaign is sent.
- Send frequency of 3–4x per month: Below 2 campaigns/month, the list forgets you. Above 5/month, unsubscribe rates climb. 3–4 is the sweet spot.
- Portal opt-in rate above 58%: Top performers have invested in portal design. Their data collection is better from the start.
- Subject line A/B testing on every send: Top performers have tested their way to knowing what their specific audience responds to. Median open rate among top performers: 52% vs 38% industry median.
Time to Break-Even
Median time to VoqadoWiFi subscription cost break-even (€49/month recovered in attributed revenue): 26 days from portal launch for venues that deploy with all four automations live. For venues that launch automations sequentially over 2–3 months, median break-even is 51 days.
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