Oracle Eloqua email benchmarks– What’s in it for your industry?

March 22, 2022 | 3 minute read
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Your customers have many options to choose from when considering a purchase. So, it is essential to keep an eye on how your peers are measuring, achieving, and improving their marketing performance.

To help our customers see their data in new ways and discover insights, we measured the email performance of Oracle Eloqua customers to share with you.

Email performance by industry

We’ve received many requests from marketers during the last couple of months to share email marketing benchmarks broken out by industry. Finally, the wait is over, and the numbers are out! Gain insights into the email performance of marketers in your industry.

We’ve analyzed email marketing key performance indicators (KPIs) for the top nine industry verticals in Oracle Eloqua for the month of January 2022. The benchmark is calculated using KPIs from all active customer instances in the Oracle Eloqua platform.

Most marketers measure their email success with open and click-through rates (CTR). This use of opens as a measure of performance is complicated today with Apple’s Mail Privacy Protection. As Chad S. White, Oracle Marketing Consulting’s head of strategic research, says in his most recent post, “Apple creates a mountain of fake auto-generated open signals to obscure the real opens generated by your subscribers.”

Right now, Apple Mail is the only email provider generating these false opens, but it’s still a good time to rethink your KPIs.

Email clicks fill part of the void left by the loss of opens. But Chad also recommends a broader cross-channel approach to measuring success. He says, “Marketers need to take a broader approach and factor in web sessions, app sessions, account logins, purchases, and other cross-channel activity. Check out his advice for understanding and benefiting from the changes imposed by Mail Privacy Protections (MPP).

(As of February 2022, Oracle Eloqua screens out auto opens. B2B brands, which make up the vast majority of Oracle Eloqua users, are less impacted by MPP because Apple Mail apps are used less by their subscribers. However, there's still may be an impact.)

Our data shows that healthcare and manufacturing organizations are the top-performing industries regarding high unique open rates. And media and manufacturing outperformed others in terms of higher CTOR. We should also point out that financial services and media have the lowest unsubscribe rate. As marketers, don't we strive to achieve such numbers for real?

The next thing you need to know is what made some of these industry verticals outperform the others. Curious, right?

Let's look at the email types used by the top-performing industry verticals to achieve a high open-rate and click-to-open rate.

See how to create personalized campaigns with Oracle Eloqua.

What are the types of emails?

While there are various email types to use when engaging with your prospects (i.e., welcome emails, re-engagement emails, batch emails, bulk emails, etc.), these are the highest performing types for building awareness.

Nurture emails

As the name suggests, nurture emails are a series of emails that guide a lead through the buying process. It mainly provides additional information to recipients based on their lead stage.

Survey emails

These emails help roll out a survey for any business reason. A survey email can be pushed out to all attendees after a webinar to capture attendees' feedback to improve future webinar experience.

Newsletter

A type of email created for a regular send-out or as per the timelines requested by the subscriber.

Triggered emails

Also known as behavioral emails, these emails move recipients towards further engagement and deeper relationships.

You can see that each type of email achieves a different objective. Digging into the data and making sense of it regularly can help you derive better insights for emails’ effectiveness for your marketing campaigns.

 

Stay tuned for our next blog where we'll be sharing more on industry-specific email benchmarks.

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For more information about email marketing, check out:

Sukirti Jha

Sukirti Jha is responsible for community strategy and engagement for Oracle CX Marketing. She has over 13 years of experience pioneering high-impact B2B marketing campaigns that drive revenue, significant ROI, and nurture brand awareness. 

Vivek Sonkhla

Vivek leads the Global Operations for CX Marketing Product Development Centre of Excellence. He engages with Global CX Marketing customers via multiple COE programs to help them extract more value from their investment in current Oracle CX Marketing products and guide them to become leaders within their Industry. Vivek has a MBA in Marketing and is a Certified Product Manager with over 17+ years of experience in the hi-tech industry around customer strategy, competitive intelligence, product marketing, and sales. I have worked for industry-leading technology solution providers including HCL, Wipro, DXC, FIS, and now Oracle.


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