I recently ate dinner at a new restaurant in town that’s become quite popular. But my dining experience didn’t live up to the restaurant’s good reviews. The food took too long to be delivered and when it finally came, it was cold and tasteless. Needless to say, I don’t plan to go back anytime soon.
This scenario is not all that different than what you can expect when you send bad emails. An ineffective email campaign can leave your doctors hungry for substance.
Mistake #1: Sending emails about topics that aren’t relevant to your audience.
When you send a generic email to your entire HCP list, you run the risk of losing your recipients’ interest. After all, a pediatrician won’t be particularly interested in the latest prostate cancer treatment. But sending a message showcasing a new allergy medication that is safe for kids would certainly be on target. Remember that if you send the wrong message, you often won’t get a second chance with physicians.
Solution: Meet the needs and interests of your target audience by using email segmentation to group your physicians by specific criteria, including specialty area and prescribing habits.
Mistake #2: Emails are not optimized for mobile phone or tablet.
Sixty-one percent of HCPs today open their emails on their mobile phone. If you aren’t optimizing your messages to be read in this format, it will be difficult for recipients to respond. Over time your recipients may also become conditioned to automatically delete your messages without even opening them.
When you send a generic email to your entire HCP list, you run the risk of losing your recipients’ interest.
Solution: Select a third-party service to extensively test your emails and see how they render on a variety of devices, platforms, and browsers to ensure best results. You only make a first impression once, so don’t throw your opportunity away over a simple formatting mistake.
Mistake #3: Not using a preferred email address.
Most physicians and specialists have multiple email addresses, including personal and professional ones. But one of them—often the personal address—is likely where they prefer to receive professional communication
Solution: Use an authenticated database that tells you which email address is preferable for each physician. This makes it easy to communicate in the most appropriate way.
Mistake #4: Not timing your emails to work with the recipient’s schedule.
Generally,HCPs have a designated time of day, and day of the week, when they open their emails. If you send your messages outside of this narrow window, your messages may never get read.
Select a third-party service to extensively test your emails and see how they render on a variety of devices, platforms, and browsers to ensure best results.
Solution: A database that offers insight into your physician's’ personal patterns can be instrumental. Find out when (day/time) emails are opened so you can time your deployment strategically.
Mistake #5: Using too many calls to action (CTA) and weakening your impact.
While one CTA is important in any pharma email marketing campaign, when you pack in too many, physicians won’t know which direction to follow. They may just ignore them all.
Solution: Less is more when creating messages that sell. Therefore, set one main goal for each email and craft your messages around that one piece. Save other CTAs for future communications so you don’t overwhelm your doctors.
Serving Up Success
Just like a negative restaurant experience is likely to send people to eat at the competitor across the street, the same is true of a bad email campaign. This makes it essential to serve up well-cooked messages that will entice your physicians to come back for more.