We’ve written about The Three Amigos of Your Inbox (sender field, subject line, and preheader) in the past. Not surprisingly, the synthesis of these key elements continues to be a powerful determinant of open rates. This is especially true in the context of a rep-triggered email program.
You can use the extensive personalization capabilities of rep-triggered email to fine tune your message to the needs of an individual physician on any given day. Better yet, by combining personalization with effective, action-oriented subject lines and preheaders, you can engage your audience across an entire email campaign. With a little planning, you can even use these elements to increase the success of your larger, integrated marketing campaign. Try these three tips to get started.
- Make a Personal Connection through the “From” Field
A rep-triggered program allows you to send email from an individual’s address. Rather than blast 10,000 pediatricians with an invitation to a pediatric conference from a generic address like “email@example.com,” you can send it from a pediatric sales rep’s address. Since recognizing a trusted source is a key factor behind open rates, customizing the “from” field results in more opens.
- Tell a Story with Your Subject Lines
In the same way a series of headlines guides a reader through an article, you can use a sequence of short, proven subject lines to lead your email recipient through a course of actions, related to a marketing campaign. Start by identifying how many and what type of emails you need to send. For the pediatric conference described above, you might send an event invitation, a reminder to register, and a follow-up offer.
Write all the headlines at once, using the big data and segmentation capabilities of your rep-triggered program to identify the keywords most relevant to your target audience. You’ll also want to draw on your personal expertise regarding their current concerns. For the best open rates, be sure to front-load keywords while also framing your message in concise, compelling terms.
- Use Preheaders as Calls to Action
You can use the valuable preheader space to encourage your targets to take action. As with subject lines, you’ll want to write all your preheaders in advance to be sure they tell the right story and lead to the desired response.
For example, the email subject line for a pediatric conference invitation might read, “Sign up for the 2016 XYZ Pediatric Conference.” The preheader might support the subject line to say, “Early-Bird Registration Link.” With clear messaging around registration, the HCP receiving the email has the opportunity to act quickly and decisively. A follow up email might tease an incentive for those who haven’t yet registered. Even after the event, the preheader will continue to be a prime piece of real estate for nurturing and engaging the HCP.
A rep-triggered email program offers endless possibilities for personalization and integration with larger marketing campaigns. With a little practice, you can dramatically boost open rates and amplify overall campaign success.