From the Enterprise Perspective Email marketing From the Enterprise Perspective Research Conducted in Partnership with Ascend2

Table of Contents Email Marketing from the Enterprise Perspective Primary Objectives Strategic Success Critical Challenges Total Budget Objectives Versus Challenges Effective Types of Email How Effectiveness is Changing Difficult Types of Email Deployment Resources Used Effectiveness Versus Difficulty About the Research Partners Methodology Ascend2 benchmarks the performance of marketing strategies, tactics and the technology that drives them with a standardized online questionnaire and a proprietary 3-Minute Survey format. This survey was fielded to a panel of marketing influencers and marketing research subscribers.

Email Marketing from the enterprise perspective Email marketing has been constantly developing for more than twenty years, and you can’t expect to generate new leads and acquire new subscribers using obsolete strategies and tactics. But what works, and what doesn’t, in email marketing today? To help you answer this question, Oracle, in partnership with Ascend2 fielded the Email Marketing Survey. This report, titled Email Marketing from the Enterprise Perspective, exclusively represents the opinions of marketers from enterprises with 500 or more employees responding to the survey. This research has been produced for your use. Put it to work in your own marketing strategy. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. Respondent Segments Role in the Company Owner / Partner / CXO 12% VP / Director / Manager 35% Non-Mgmt Professional 53% Primary Marketing Channel Business-to-Business 27% Business-to-Consumer 42% B2B and B2C Equally 31%

Primary objectives Increasing engagement and improving brand awareness are primary objectives for an email marketing strategy according to 70% and 62% of enterprise marketers, respectively. As companies strive to increase waning email open and click rates, engagement is now consistently top- of-mind for marketers. Email Marketing Survey Conducted by Ascend2 and Oracle Marketing Cloud Published January 2019

Strategic Success According to enterprise marketers surveyed, almost one-third (29%) consider the success of an email marketing strategy as very successful, or best-in-class compared to competitors. A 90% majority of those surveyed consider their strategy successful to some extent. Email Marketing Survey Conducted by Ascend2 and Oracle Marketing Cloud Published January 2019

Critical Challenges Many of the enterprise marketing influencers surveyed agree that there are a number of critical challenges to the success of an email marketing strategy. Well over half (58%) report that increasing engagement is at the top of this list. Email Marketing Survey Conducted by Ascend2 and Oracle Marketing Cloud Published January 2019

Total budget The total budget for the time, resources and expenses dedicated to an email marketing strategy will continue to increase to some extent for three-quarters (75%) of marketing influencers operating in the enterprise channel. Email Marketing Survey Conducted by Ascend2 and Oracle Marketing Cloud Published January 2019

Objectives versus challenges Analyzing how enterprise marketers view the difference between primary objectives and critical challenges provides a valuable perspective for developing priorities for a successful email marketing strategy. Email Marketing Survey Conducted by Ascend2 and Oracle Marketing Cloud Published January 2019

Effective types of email Three-quarters (74%) of enterprise marketing influencers report that personalized messaging creates the most effective type of email used for marketing purposes. Meanwhile, only 14% consider plain-text email effective. Email Marketing Survey Conducted by Ascend2 and Oracle Marketing Cloud Published January 2019

How effectiveness is changing A large majority (80%) of enterprise marketing influencers say email effectiveness is improving to some extent, with a total of 21% considering email effectiveness to be improving significantly. Email Marketing Survey Conducted by Ascend2 and Oracle Marketing Cloud Published January 2019

Difficult types of email Multiple-topic/e-newsletter emails are considered difficult to deploy by nearly half (48%) of enterprise marketing influencers. 42% of marketers also reported having difficulty with personalized messaging in their email marketing. Email Marketing Survey Conducted by Ascend2 and Oracle Marketing Cloud Published January 2019

Deployment resources used Executing a successful email marketing strategy can require a significant amount of time and resources. That is why over half (55%) of enterprise marketers report using a combination of outsourced and in-house resources to deploy the types of email used. Email Marketing Survey Conducted by Ascend2 and Oracle Marketing Cloud Published January 2019

Effectiveness versus difficulty Types of email that are far more effective than difficult to use (for example, personalized messaging), are more likely to be included in an email marketing strategy than types that are much more difficult than effective. Email Marketing Survey Conducted by Ascend2 and Oracle Marketing Cloud Published January 2019

About the Research Partners Modern Marketers choose Oracle Marketing Cloud’s data-driven solutions to create engagement, orchestrate experiences, connect data, and optimize online interactions that attract and retain ideal customers. And it's easier than you might think. These Modern Marketing solutions connect cross-channel, content, and social marketing with data management and activation, along with hundreds of pre-integrated app and data partners. Leading brands use our award-winning expertise and technology to deliver personal experiences on a proven system that marketers love and IT trusts! Learn more about Oracle Marketing Cloud. Marketing technology companies and digital marketing agencies partner with Ascend2 to supplement their marketing content, generate leads and engage prospects to drive demand through the middle of the funnel. Learn more about Ascend2. You may adapt, copy, distribute and transmit this work. However, you must attribute the work as produced by the Research Partners but not in any way that suggests that they endorse you or your use of the work.