If you’re looking for ways to boost your email marketing results now, targeting is the single biggest area of opportunity. It’s currently the most neglected aspect of digital marketing, so there’s a lot of room for improvement.
Poor targeting leads to a number of bad results, including high opt-out rates. In any given campaign, you should see an opt-out rate of less than 1%. If you’re seeing numbers higher than that, your targeting strategy could be to blame. Perhaps you’re sending information about an adult medication to a pediatrician or sending a cardiology event invitation to an oncologist.
Even if you included physicians within the right specialties, a high opt-out rate indicates that you need to take a second look at your targeting. Start by implementing the targeting strategies below.
Update Your List before You Launch
We deploy hundreds of email campaigns every month, and every single list we get from our clients includes dead, retired, and semi-retired doctors. In some cases there’s an argument for including semi-retired records on your list. Maybe they’re involved in key associations or have a professional influence. Still, there are an awful lot of names on these lists that are no longer relevant.
Additionally, email addresses are constantly changing. Doctors switch email addresses when they join a new practice or when they simply change their email service provider (ESP). Email lists deteriorate very quickly, sometimes in a matter of days. Yet, we often see lists that haven’t been updated within 30, or even 90 days. You must update your list daily. Certainly, before you launch any campaign, you should pull the most recent version of your target list from your database.
Target the Whole Practice
Another way to pump up the promotional impact of your campaigns is to broaden your list by targeting professionals who make up the whole practice for each practice on your list. Sales reps and physician liaisons have limited bandwidth, so in the past, they’d go into a practice and look for the most relevant doctor. Email doesn’t impose that limitation.
With email you can easily reach out to other doctors in the practice, as well as nurse practitioners (NPs), physician assistants (PAs), and nurses involved in patient care. So, how do you know who is in the same practice? A quality list should be able to link doctors, NPs, and PAs by their practice settings.
Take a Closer Look at Diagnosis Data
You can also refresh your list, by getting creative with diagnosis data. Start by thinking about the professionals you haven’t previously included in the marketing mix. If your treatment is targeted to a particular set of interventions, step back and ask, “Whom are all the professionals who treat similar cases?”
For instance, if you’re focusing on allergists, maybe you haven’t emailed general practitioners who also treat patients for allergies. These are obvious targets for your next deployment.
By keeping your list as fresh as possible, taking a whole-practice approach to targeting, and carefully examining diagnosis data, you can significantly improve your email marketing results on your next campaign.