Confucius was around during the Spring and Autumn period, not the Digital Era, but he had the right idea when he said, “Study the past, if you would define the future.” HCP marketers must use metrics of past email campaigns to improve future campaigns. But, they need to look beyond the expected set of metrics (e.g., open and click-through rates).
Although using the expected metrics will help, they will not reveal the insights you need or the results you want. To ensure you’re covering the metrics necessary for continuous corporate learning and HCP email campaign success, use the following five steps.
Step 1: Cultivate Your Target List
An effective target list is carefully segmented to isolate crucial HCP decision-makers who have opted-in to receive information about your products and services. Strengthen your target list by incorporating insights gleaned from previous campaigns. For example, you can create a more relevant message if you only include those HCPs that participated in your brand’s clinical trial.
Step 2: Evaluate Email Address File Quality
When evaluating your email list quality, consider the source and hygiene process. About 60% of marketers currently struggle with deliverability issues. Much of these issues are attributable to the lack of routine list-cleaning.
To clean up your lists, determine whether the addresses are personal, work, or general office/hospital addresses. Additionally, cross-reference the list with its response history, and remove anyone who hasn’t opened your emails or clicked on your offers in a certain number of months.
Step 3: Tweak Your Content and Creative
Your content and creative efforts play a pivotal role in eliciting a high-performance response for your campaigns. In order to raise response rates, the messaging must be relevant and compelling, and the content itself needs to be optimized for the device on which it’s being viewed. Considering that four out of five people delete emails that don’t appear correctly on their mobile device, the importance of this cannot be overemphasized.
Taken as a whole, content and creative probably require the most development and refinement. Variables for optimizing content include:
- Sender name
- Subject line
- Branded vs. non-branded
- Nature of the content
- Image-to-text ratio
- Call-to-action accessibility
- Render time
- Ease of experience going from the email to the offer’s landing page
- Mobile optimization
- Website optimized
Step 4: Optimize the Deployment and Recipient Environment
Spot-on content and high-quality target lists won’t compensate for shortcomings in deployment. It’s critical that sends are planned so that they hit the user’s inbox at precisely the right time. After all, the longer emails sit unopened, the less likely they’ll ever be opened.
Major factors influencing deployment and recipient experience include the sender’s email service provider, time of day, day of week, recipient Internet service provider, email client, and wave cadence. However, no other factor is more important than the intended recipient’s specialty. For example, although pediatricians and surgeons maintain similar schedules, both specialties exhibit different open rates for certain times of the day and days of the week.
Step 5: Engage in Cross-Channel Healthcare Communication
Multi-channel integration is becoming an increasingly important way to achieve natural communication with your target audience. Today, constant, fluid communication between numerous devices and channels has become a necessity to the point of addiction.
As a result, you may want to form a comprehensive plan for leveraging brand assets in a range of channels. Strongly consider your asset integration, trigger utilization, and strategic sequence when creating a concomitant healthcare communication strategy.
The above five steps can transform a poorly performing HCP email campaign into the greatest ROI weapon you possess.