Oura

Marketing Strategy Breakdown

Interested to gather some elements regarding Oura ecommerce marketing strategy? You're on the right place - we're displaying here for free some elements we gather on Panoramata about their Email Marketing Strategy, Marketing softwares used, etc.

Showcase wellness related partnerships and trusted experts

Oura builds trust by showcasing partnerships like the one with the mobile app Natural Cycle that helps women track fertility, connecting Oura to a broader wellness network. They promote this partnership through emails, ads, and landing pages as well as highlighting experts like Matthew Walker, a neuroscience professor and Oura advisor, to strengthen their credibility.

Use a science-driven promotion for your products

Again for trust and credibility, they send emails sharing science based educational content related to sensitive current concerns to many people such as sleep, stress, heart health,...etc. Then, in the same email, naturally transition to showcasing their products as the best solution to track key health concerns.

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Focus in usability and seamless integration with existing leading technologies

In emails and ads, Oura emphasizes its focus on usability and seamless integration with top technologies like apps, devices, and mobile operating systems. This makes it easy for customers to connect, track, and manage their wellness data. 

By prioritizing compatibility and simplicity, Oura ensures a smooth experience that fits into daily routines for a wide audience.

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Best Practices in Oura’s Email Strategy: Connecting, Engaging, and Inspiring Action

Oura focuses in emails on what matters most to its customers. They effectively highlight product benefits, connect with emotions, encourage discovery, and send timely messages. 

Most of their emails speak directly to the reader, using words like " you ” and “ your " to make the message feel personal. They encourage action and focus on helping the reader improve their well-being:

1. Highlight your products’ benefits supported by science: 

• “Precision matters when it comes to your health”
• “3 Science-Backed Ways to Improve Your Heart Health ♥️.”

2. Connect to your target audience emotions and goals: Oura uses messages to tie the product to personal well-being and aspirations. This makes the emails feel relevant and human:

• “Show your heart some love ❤️
• “Head into the New Year with confidence” 

3. Focus on discovery and improvement : They use subject lines that invite curiosity encouraging readers to learn how the product can improve their lives:

• “What will you discover with Oura?”.
• “Ready to change the way you handle stress?”.

4. Send seasonal relevance emails: Oura adapts to timely themes making their emails more relatable. These type of emails can be used to show value, guide readers in their decisions, and connect with their goals: 

• “Help them find balance during the holidays”.
• “The smartest gift ever.” 

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They have a good email marketing strategy - if we look at their Average Spam score, it's very good - being at -2,5 (it is basically a measure of how likely an email is to be considered spam by a spam filter. The higher the score, the more likely the email is to be considered spam.). But they seem less performant regarding to subject lines - Emails usually have a better open rate while keeping the subject lenght below 36. Here, as it's 46 characters, they're doing not good, it's too long. For example, on mobile phones, their subject line is almost impossible to read.

If we take a look at their Ecommerce Marketing Stack, the main Email Marketing software (or ESP) they're using seems to be Braze (a customer engagement platform of which the main use case is multichannel marketing - they allow to manage cross-channel campaigns easily, much better than other platforms).

Fun fact - they're using emojis in 6.67% of their emails - the main ones they use are ⏰.

On Panoramata, we gather and analyze the entire Oura email marketing strategy - along with other brands from the Lifestyle industry. Amongst their last emails sent, two of them were 'BuzzFeed x Oura: Daylight Saving Time' and 'Buy Mom an Oura Ring get $50 off your own ring.'.

One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 76 on https://ouraring.com/. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy.

In today’s competitive markets, we believe that benchmarking is key, as it allows you to deploy your marketing efforts more efficiently. This is why we built this library.