3 Insights to Use Now in HCP Email Marketing
Email continues to demonstrate its effectiveness as an engagement channel, often with unmatched ROI in a marketing plan. In an analysis of email across industries, Litmus reports a $36 return for every $1 spent on email marketing.
Email performs particularly well in life sciences. In the U.S., healthcare professionals (HCPs) are increasingly hard to reach via personal promotion. Email offers an effective way to deliver vital educational resources and, by doing so, establishes a trusted relationship between HCPs and brands. Additionally, new and advanced email strategies, based on HCP preferences and behaviors, are ensuring relevant brand messages are received in moments of real intent.
Three email insights you can use now – and into next year
We continue to see many life sciences brands benefit from evolved email strategies and deployment methodologies.
Whether you need to optimize this year’s campaigns or advance next year’s strategy, here are three insights about email to incorporate into your marketing plan:
1. Personalization is key
Personalization in marketing leads to deeper engagement with HCPs and a more positive brand perception. For email marketing, this can include a range of methods:
- Customizing messages based on profile data, prior interactions, role or function, and other criteria.
-
Sending an email at a time optimal to a recipient’s typical or preferred engagement (also known as send-time optimization).
-
Identifying the email address an HCP is more likely to engage with; the majority of U.S. HCPs have 3-4 email addresses, whether professional or personal.
-
Working with a team experienced in email design will go a long way towards making sure your email resonates with its particular audience.
2. Design can make or break an email
How an email appears in an inbox, from first viewing of a subject line to navigating the message once opened, can have a substantial impact on engagement.
Four areas to keep top of mind when designing email are:
-
Keep content concise and engaging. We know emails sent by life sciences organizations to HCPs often include (or are required to include) quite a bit of information. However, marketers also need to quickly capture an HCP’s attention and encourage them to act. Try separating content into shorter paragraphs, or focus on one message in an email versus multiple messages. For a more advanced strategy, consider dynamic content, which allows you to deliver timely, personalized messages that update upon open.
-
Headlines, subheads, and calls-to-action will stand out the most. Once an HCP opens an email, a brand has only about five seconds to capture their attention. Make your headlines, subheads, and calls-to-action (CTAs) prominent and compelling. Adding bulleted lists and hyperlinked text can also help to catch an HCP’s eye.
-
Clear call-to-actions will drive deeper engagement. Even with a clear, concise CTA button, not all recipients will always engage. Consider where and how to include more ways to encourage click behavior, such as linking action-oriented text or even images.
-
Follow best practices for viewing and reading. There are many design principles to consider for emails, including designing for mobile, ensuring adequate white space, optimizing CTAs, and using a minimum font size of 12 point.
Working with a team experienced in email design will go a long towards making sure your email renders perfectly on every device and in every inbox.
3. Shifts in technology and governance are affecting email
While email might be considered a stable channel, changes in the technology and governance landscape can and do have an impact. Most recently, top domain providers like Google and Yahoo have mandated the use of Domain-based Message Authentication, Reporting and Conformance (DMARC).
First published in January 2012, DMARC helps authenticate emails to prevent email abuse. This protocol includes guidance for setting up email address domains, with the ability to set policies that protect against malicious phishing attacks. While it’s been around for more than a decade, DMARC is just recently seeing wide adoption.
While DMARC does affect how marketers deploy their campaigns, it’s just one of many important technological considerations for email, such as ongoing changes from operating systems and internet providers, consumer protection efforts, and more. Marketers – and their email partners – should ensure email strategies and deployment methodologies account for these technological considerations.
TLDR: three email insights to incorporate now
With the trends we’re seeing this year, and in the analysis available in our most recent report, here are three insights about email you can start using in campaigns today:
- Personalization — HCP behaviors, practice information, preference, past email engagement data and more can all be used to personalize the email journey – from content and message development to deployment methodologies that ensure emails are delivered at just the right time.
- Design — Compelling and to-the-point messages, relevant visuals, and clear CTAs can make a big difference in whether your email is opened, read, and clicked on.
- Technology — Technology and regulatory changes are affecting email and do need to be monitored. Working with a knowledgeable, proactive email partner will help ensure your email campaigns aren’t negatively impacted.
With widespread use by HCPs and the ability to be personalized at scale, email is an essential digital channel for brand marketers. For an in-depth analysis of email marketing strategies, KPIs, and predictions, download our annual email report here: Navigating the Inbox: Email Trends and Insights for Healthcare Provider Marketing.
