If you’re into DIY home improvement projects like building a deck or installing a fence, you probably look for blueprints to guide your efforts—a step-by-step plan for a successful finish. Healthcare marketers can benefit, too, from using a master plan of best practices to ensure their communications "finish strong" and actually reach their target audience.
Remember, just as decks can be configured in all shapes and sizes, healthcare marketing campaigns can run the gamut in terms of target audience, messaging, and specific goals. No matter the focus, starting with an opted-in, authenticated physician list is the foundation of successful email campaigns.
Solidifying Your Foundation for Successful Email Deployments
Regardless of the subject matter your physician emails are communicating, there are three basic components necessary for ensuring your email campaigns achieve optimal engagement.
1. A Responsible Mechanism For Opting-In
Opt-in is the gold standard in email lists. Therefore, you shouldn’t settle for anything less
Having a large email database may seem impressive. But, if you aren’t reaching healthcare professionals who truly want to hear from you, you won’t generate the engagement you seek. That’s why quality email providers require recipients to “opt in” by giving their consent to receive your communications. How you will use their email address or other data must also be clearly defined by a privacy or data use policy provided at the time they sign up. Such full transparency is essential so recipients understand what they are agreeing to. Recipients should also have control to opt-out of this arrangement at any time.
2. A Way To Verify Addresses To Achieve Better Metrics
Just because an address is included on a list of healthcare professionals doesn’t mean it’s accurate. If you aren’t working from a reliable database, your list could be rife with errors. A quality email provider should use an in-depth verification process to confirm the email address is active and actually going to the specific recipient you intend.
3. An Authentication Process To Preserve Future Deployments
Too many bounced messages can cause internet service providers to block your domain
An authenticated email database includes addresses that are first-party sourced, 100 percent opted-in, and verified to ensure your email reaches your target physicians. Without an authenticated database, you risk sending to invalid addresses or delivering important messages to the wrong physicians. Too many bounced messages can cause internet service providers to block your domain.
Responsible Email Practices
The underlying principle of responsible email practices is working with a high-quality, authenticated database. When shopping for an email list service, be sure that opt-in, validation, and authentication are included with their services.
These components are also key for achieving the best results with your physician email marketing campaigns.