It’s easy for emails to get lost in any crowded inbox. But when you’re sending your messages to busy healthcare professionals, the challenges are magnified.
With an email open rate of 12 percent in the healthcare industry, most marketers recognize getting physicians’ attention is no easy task. It requires carefully crafted emails that send clear messages—often in just a line or two.
Deciphering Email Differences
The marketing messages physicians receive on any given day may all seem rather similar. But when you take a closer look at the details, you can begin to decipher the strategies that command attention.
Most health care providers have a preferred time of day, and day of the week, when they check their email
Things like the subject line, header, and character length of these elements, can all be just as important as the information that the message itself actually contains. That’s because even the most compelling email message will be useless if it’s never open and read.
Best Practices to Hit Key Performance Indicators
To make sure your emails drive physicians to open them and click through to your website, there are some simple, but effective, best practices worth adapting.
- Create a strong subject line: This should be a short and catchy headline (front loaded with the most important words), that offers a call to action (CTA) to entice readers to open the email and learn more.
- Write a catchy preheader: This comes after the subject line and provides a clear and brief statement of what your email contains. The subject and preheader need to work together to tell a concise story.
- Strategically place your CTA: The first CTA should be placed within the first 500 pixels of your message. It needs to be large and bold to capture your reader’s attention.
- Send at an optimal time: Most healthcare professionals have a preferred time of day, and day of the week, when they check their email. Coordinating your deployment with these preferences can increase your results.
- Use the preferred email address: Many health professionals also have a preferred email address (personal or business). A message sent to an address that is hardly used is a waste.
- Optimize for mobile devices: It’s important to make sure your messages render properly on different platforms, since physicians often read their emails on mobile devices. CTAs should be centered with the appropriate character length. With 47 percent of clicks now occurring on smartphones, according to a recent study, the effort can really pay off.
It’s important to make sure your messages render properly on different platforms
When you take the time to create effective subject lines,, you’ll increase your odds of catching readers’ attention to get them to open your email, read it, and click on the link.