5 Keys to Email Marketing in Health and Pharmacy
Posted: Thu Dec 05, 2024 6:19 am
As the boundaries and frontiers of technology continue to expand, one thing remains a constant in marketing: email is king. And when you delve into the specific fields of healthcare and pharmaceutical marketing, things are no different. Email marketing plays a major role in their results.
So if you have consistent email marketing campaigns in place, great. And if you're using new technology like Salesforce Marketing Cloud to manage those campaigns, even better. But you may not be seeing the results you were looking for.
In this article we are going to take a look at 5 keys to improve Email Marketing in the health and pharmacy sector.
1. Segmentation
Personalized and segmented emails have been proven to have an average of 39% higher open rates than regular marketing emails. So make sure you take the time to personalize your emails and segment your audiences.
email list segmentation results
Source: Lyris, Inc.
Before you start segmenting your emails, you should latvia phone number library first figure out what segments you already have defined and which ones would be most useful to you. Some segments may be a given, such as those based on specialty or geography. But there may be others that you would benefit from analyzing and identifying.
Considering the benefits, any effort made in this area is always an excellent investment.
2. Content is King: What's Your CTA Like?
Compelling images and crisp design are also important when it comes to email marketing. Your call to action should reflect this. Users have become accustomed to receiving well-designed, eye-catching communications at all levels. This means that your competition for a patient or healthcare provider’s attention isn’t necessarily another company in their industry, but Netflix.
One way to make sure you easily retain your audience is to make sure you have a clear message. It should be immediately recognizable as soon as the reader opens your email. If you have more than one message to communicate, it may be best to split those messages into multiple emails over the course of a journey.
Some email marketing platforms, like Salesforce Marketing Cloud (as seen above), offer the ability to spread out emails over journeys.
Another way to get that message across right away is to focus on what you communicate “ above the fold .” This refers to the part of the email that the subscriber sees immediately upon opening it, without needing to scroll.
Source: https://www.marketingtracer.com/seo/above-the-fold
Ask yourself: Does the content in this area actually make my readers want to continue reading (Below the fold)? Does the content in this area make my subscribers want to click on a link or take action based on what they see there?
3. Devices and delivery: mobile first
We often imagine our subscribers reading our messages calmly on a desktop computer while sipping their coffee during a break, but that is far from reality. In March 2019, more than 60% of email activity was done on a mobile device.
Email activity by device
Source: uplandAdestra
This means that when creating email marketing campaigns, we should all think and design for mobile first and desktop second, not the other way around. Many mobile users also use dark mode, so make sure to take this into account and test accordingly.
Another thought is about the timing of sending. If more than half of your subscribers can receive emails on their mobile devices, that means that healthcare professionals (HCPs) have that same device with them outside of the office, when they’re not working. So, have you tried running email marketing campaigns on the weekends? It could be that your particular audience is more likely to engage outside of work.
So if you have consistent email marketing campaigns in place, great. And if you're using new technology like Salesforce Marketing Cloud to manage those campaigns, even better. But you may not be seeing the results you were looking for.
In this article we are going to take a look at 5 keys to improve Email Marketing in the health and pharmacy sector.
1. Segmentation
Personalized and segmented emails have been proven to have an average of 39% higher open rates than regular marketing emails. So make sure you take the time to personalize your emails and segment your audiences.
email list segmentation results
Source: Lyris, Inc.
Before you start segmenting your emails, you should latvia phone number library first figure out what segments you already have defined and which ones would be most useful to you. Some segments may be a given, such as those based on specialty or geography. But there may be others that you would benefit from analyzing and identifying.
Considering the benefits, any effort made in this area is always an excellent investment.
2. Content is King: What's Your CTA Like?
Compelling images and crisp design are also important when it comes to email marketing. Your call to action should reflect this. Users have become accustomed to receiving well-designed, eye-catching communications at all levels. This means that your competition for a patient or healthcare provider’s attention isn’t necessarily another company in their industry, but Netflix.
One way to make sure you easily retain your audience is to make sure you have a clear message. It should be immediately recognizable as soon as the reader opens your email. If you have more than one message to communicate, it may be best to split those messages into multiple emails over the course of a journey.
Some email marketing platforms, like Salesforce Marketing Cloud (as seen above), offer the ability to spread out emails over journeys.
Another way to get that message across right away is to focus on what you communicate “ above the fold .” This refers to the part of the email that the subscriber sees immediately upon opening it, without needing to scroll.
Source: https://www.marketingtracer.com/seo/above-the-fold
Ask yourself: Does the content in this area actually make my readers want to continue reading (Below the fold)? Does the content in this area make my subscribers want to click on a link or take action based on what they see there?
3. Devices and delivery: mobile first
We often imagine our subscribers reading our messages calmly on a desktop computer while sipping their coffee during a break, but that is far from reality. In March 2019, more than 60% of email activity was done on a mobile device.
Email activity by device
Source: uplandAdestra
This means that when creating email marketing campaigns, we should all think and design for mobile first and desktop second, not the other way around. Many mobile users also use dark mode, so make sure to take this into account and test accordingly.
Another thought is about the timing of sending. If more than half of your subscribers can receive emails on their mobile devices, that means that healthcare professionals (HCPs) have that same device with them outside of the office, when they’re not working. So, have you tried running email marketing campaigns on the weekends? It could be that your particular audience is more likely to engage outside of work.