Collecting data with carefully chosen email metrics is one of the most cost-effective and reliable ways to get to know your audience. The more data you have on your readers, the better you can segment your email list. Audience feedback tells you what works and for whom. Armed with droves of information on your readers' behavior, you can tailor future email campaigns to appeal to your audience for better engagement. You can use your insights, not only in future email marketing, but also in other channels, such as social media or print.
Prune Your Email List to Lower Spam Ratings and Maximize Open Rates
Unless you're using audience feedback to improve your email list hygiene, your target list is not as precise as it could be. Audience feedback will tell you which healthcare professionals (HCPs) you can trim from your list.
Routinely scrubbing your list based on your data improves ROI because you're not wasting money sending email to irrelevant HCPs. You'll also reduce the risk that your messages end up marked as spam due to poor open rates. Audience feedback can help you eliminate non-targets from your email list, including HCPs who are:
- In a different specialty now
Customize Emails to Different Audiences for More Precise Targeting
The data you'll glean from healthcare email marketing metrics will help you tailor your emails to specific audiences. For instance, data can tell you the day of the week and time of the day that gets the most opens from oncologists, who may only be in the office a few days per week.
Audience feedback will also guide you into understanding how often a certain specialty likes to receive marketing communication. There’s a fine line between being too quiet in the inbox and overwhelming the HCP.
Once you have these insights into specialists' behavior, you can apply them across marketing channels to improve overall ROI.
Learn What Email Variables Work with Different Audiences
Besides deployment strategies, audience feedback will tell you what works for email content and design, so you can continue to narrow your target. You might also use A/B testing to compare how various colors, layouts, subject lines, preheaders, and from lines resonate with different segments. Here are some metrics you might consider using for the most valuable data feedback:
- Open rate: Provides insight into the quality of your target list and the effectiveness of your from line, subject line, and preheader.
- Click-through rate and its mobile counterpart, tap-through rate: Shows how engaging your content and design are.
- Conversion rate: Tracks whether your readers take the desired action (e.g., downloading an e-book, requesting a sample, or signing up for a webinar).
Note that if your open rate is high and your click-through rate is low, your subject line is strong, but your content and/or design fell short. On the other hand, if your open rate is low and your click-through rate is high, your subject line could have been stronger.
Gathering data can give you unprecedented precision in your email targeting and creation. Not only can data drive engagement in future campaigns, but it can also provide insights that will help improve your ROI across all marketing channels.