Apr 27, 2022
Email Reporting: Find it, Use it!
Reporting and analytics can be overwhelming at times. What is relevant, and how can you use it with so much data available?
This article showcases new reports and dashboards available to Marketing Automation clients on Oracle Eloqua. In addition, you'll learn valuable tips on using that data to optimize your email strategy.
Oracle Eloqua offers a plethora of reports and dashboards inside the platform. Of course, you can learn more about all the different Analytics tools available on the Oracle Eloqua Help Center. Still, we wanted to highlight some of the most valuable tools available for you. Ready? Let's go!
Navigate to Reports.
First, open the email of interest (not the Campaign) and click on the chart icon on the top right of the email to open the Reports tab. This pulls up three types of reports.
Now, let's dive into how these reports can provide insights to maximize your marketing efforts.
Report Type #1: Operational
Operational reports are short, singular reports that often show you information that marketers need.
For example, the Email Link Click-Through Operational Report shows a simple cloud of clicks on each link in your email. By default, the Evaluation Period looks at the previous two weeks only, but you can adjust the Evaluation Period if you want to expand the time frame.
How can I use this data for my sponsors?
Send your sponsors details on how many fans clicked on their ad using this operational report to find that number without opening insight quickly.
Report Type #2: Dashboards
Tab 1: Email Performance Dashboard
Your overall email KPIs are front and center on this tab.
Tab 2: Link Activity
This tab houses the visual representation of Clicks by Time of Day, the Top 5 Links clicked, and the Link Activity Summary (the same data as the Operational Report shown above).
Let the data work for you.
Have you wondered what time of day your fans are engaging with you? Use this visual data report to decide when to send your emails. You can also see how long your email is relevant in the click activity post send and when is a good time for a reminder email.
Tab 3: Click Map
The last tab shows the visual click map of all clicks and the percentage clicked by location in the email.
Is my email the right length?
Use this visual report to see if your audience is making their way to the end of your email. If you see small numbers towards the bottom of your emails, make your emails a little shorter.
Report Type #3: Insight Reports
The last report type is the most detailed and will bring you into Oracle Insight, Oracle’s reporting platform across their entire suite of products. When viewing an individual email, this sends you to the Email Analysis report, the same metrics provided in your Weekly Email Analysis Report delivered to your inbox every Monday. However, by viewing this report in Insight, you can click through to see more detail in specific areas, export that data, etc.
Go beyond emails using the data.
Export the list of contacts who have opened or clicked your email as engaged users you can retarget with digital marketing ads.
Once inside Insight, you can navigate to the Catalog on the top-right menu and access several canned reports to dive into more detail on several topics of interest.
Even More Useful Dashboards
Outside of specific assets reports as discussed above, there are several other Dashboards available for you to access at any time from the Analytics > Dashboards dropdown.
Email Open by Device Dashboard
While this report isn’t specific to an individual email, it displays aggregate metrics and provides an overall summary of all emails sent from your instance.
How can I use this data?
Understanding what devices your users are typically opening your emails on can help you update your email design to cater to the majority. For example, do you have a large majority opening on a mobile device? Cut down on text and keep your messaging short, sweet, and easy to read on mobile.
Contact Database Health Dashboard
This dashboard shows some deliverability metrics on your overall database, how many contacts are reachable (not opted out or bounced), and how often your customers are engaged.
How can I use this data?
Use this as a quarterly or annual check-in on your database and how it is growing or declining. In addition, use this data to provide updates to your executive team on your marketable database.
Reporting can be fun! Take the time to dive into these tools, test out adjusting your strategy, and see your campaigns soar.
Michaela Patt, Marketing Automation - Manager, Paciolan