Increasing engagement is still a top concern for most email marketers, but there are many hurdles along the way. Fortunately, after 30,000 successful campaign deployments, we have some definite ideas about the best ways to overcome them.
One of our latest breakthroughs is in the area of audience identity management. You’ve probably heard that new technology now makes it possible for pharma marketers to collect data about the individual HCPs who visit their websites. It’s easy to see how this benefits websites by making real-time content personalization possible. It’s also great news for email.
Current Email Challenges
In its September 2016 “Email Marketing Strategy Survey,” Ascend2 asked marketers to identify their most important email marketing goals, as well as their most significant barriers to success.
- 54% consider increasing email engagement a top priority.
- 51% cited enriching contact data quality as a major roadblock.
We agree that the two go hand-in-hand. Detailed, accurate contact data allows you to create hypertargeted, and even individualized, emails that HCPs are more likely to respond to.
The first step in improving contact data quality is to work with an authenticated physician email list. To be sure your list measures up, take a look at these 5 Questions Most Email Providers Try to Dodge. When you’re satisfied that you have a quality list, it’s time to start enhancing it with detailed data about your pharma website visitors.
How Physician-Level Data Overcomes Them
Audience identity management technology identifies the name, NPI number, specialty, and practice location of every tagged HCP who visits your pharma website. We call this “physician-level data,” and it creates all kinds of new opportunities to improve email engagement. Here are three ideas to get you started:
- Refine your creative. Physician-level website data can identify the specific messages, colors, and offers individual physicians respond to best. When you plan your next email campaign, you can sync this website data with the profiles in your HCP database. Then you can put proven elements to work for different segments. For instance, you might use the word “discount” in your subject line for one group, but use “coupon” for another group. Customizing your subject line based on the recipients’ known website preferences increases open rates.
- Improve email targeting. Physician-level data provides more insight about your customers than ever before, including how often individuals view specific website content and for how long. You can analyze this information to identify specific concerns related to specialty, geography, therapeutic condition, and more. Over time, you can build an increasingly sophisticated understanding of different segments and target your deployments more precisely. Developing personalized campaigns geared to specific needs encourages opens and click-throughs.
- Build stronger physician-sales rep relationships. Because audience identity management technology returns physician-level insights in real-time, your sales reps can respond quickly to a physician’s current interests. When a physician reviews clinical trial data about Product X on your website, your sales rep could use a rep-triggered email campaign to follow up right away. For example, she could send a friendly, personal email with a relevant journal article or savings card attached.
Physician-level data plays a key role in increasing HCP email engagement, and obtaining it is easier than you think. You can start collecting website data and begin putting the ideas to work in your email campaigns before the end of the year.