A major email marketing campaign can easily cost six figures or more. With that kind of investment at stake, you want to make sure you get the most bang for your buck. These six straightforward tactics will help you drastically improve the ROI of your physician email campaigns.
Start with an Authenticated Database to Minimize Invalid or Inactive Email Addresses
Bigger is not necessarily better when it comes to your email list. Your list's pedigree – where the addresses came from and how they were obtained – matters far more. An authenticated list ensures that the email addresses are valid, in-use, and belong to practicing healthcare professionals (HCPs). Lists that are not authenticated often include invalid email addresses, email addresses belonging to deceased or retired HCPs, or email addresses with domain names from:
- Big box stores
- Law firms
- Real estate offices
- Adult entertainment websites
- Local search engines
In addition to authenticated lists, opt-in lists ensure that you have the healthcare professionals’ permission to email them. Why waste money on emails deployed to irrelevant email addresses or to the very few HCPs who do not want to receive medically relevant information via email? Stick to updated, authenticated, opt-in databases for a cost-effective campaign. Keep in mind that if your HCP email data is older than seven days, it is almost guaranteed that your list will contain bad email addresses.
So, is a bigger list better? Not when it’s stuffed with invalid, outdated, or irrelevant email addresses.
Save Time and Improve Compliance by Equipping Sales Reps with Email Templates
With email templates, pre-approved by Medical Legal Regulatory (MLR), the sales team doesn't have to worry about time-consuming review processes. Marketing also benefits from templates by retaining control over all HCP messaging. Templates convey a key message for each HCP using the wording that marketing has analyzed with quality data and that MLR has approved. Templates save time and help sales reps communicate quicker with HCPs, using consistent, brand-aligned messaging.
Engaging Subject Lines Indicate That the Message Will Be Worth Opening
Your subject line is your email's first impression. The subject line tells HCPs what they are opening and what they can expect to gain from your content. Keeping subject lines short and front-loaded with the most important words listed first will ensure that HCPs receive an insight into what the email is for, even if they are using a small screen on a mobile device. Test different subject lines to determine what entices HCPs to open a message and interact with it. Then, you’ll know what subject lines to use next time, which will boost engagement and ROI.
Different HCPs Warrant Different Messages
Personalization drives engagement. List segmentation allows for personalization. While you might be marketing the same product to both pediatricians and their mid-level prescribers (e.g., nurse practitioners), your campaign will be more effective if the message to each is customized. These HCPs have different roles with patients; an email that recognizes this fact encourages opens and clicks.
Evaluate and Respond to Audience Behavior
You want to address HCPs who engage differently from those who are chronic non-engagers. For instance, HCPs with a 95 percent open rate are likely to welcome more frequent communication from you. By contrast, you might have more luck decreasing the frequency of communication with chronic non-engagers or sending an email asking if they're still interested in remaining on your list. Again, spend your money where it’s warranted.
Continuous Corporate Learning: Use Past Results to Inform Future Campaigns
Segmentation and personalization are ongoing efforts. The campaign results you get in phase I will help you further segment and personalize phase II. You can analyze open rates, the best deployment times of the day, the best deployment days of the week, and engagement behavior among specific groups in crafting your next campaign. Even small groups of respondents (e.g., those who opened, clicked, and registered) may provide data that will refine your next email or social media post or digital ad or direct mail piece.
With these six strategies, you can transform the results of your email marketing efforts. You'll sharpen your audience targets, improve deliverability, and increase interactions with your messages for maximum ROI.