Today, brand managers know the key to reaching healthcare professionals (HCPs) through the cost-effective email channel is designing email for mobile devices. After all, more HCP emails are opened on a mobile device than on a desktop. Unfortunately, a lack of mobile understanding leads to email campaigns that fall flat. To boost your email campaign performance, check out these essential mobile design tips you can start using today.
It’s no secret that HCPs withstand demanding schedules. The brand manager challenge to effectively connect with HCPs warrants a marketing channel that delivers communications at the HCPs’ convenience: email. However, email alone will not solve this problem. The longer an email sits in the inbox, the less likely the user will open it. To increase effectiveness, optimize emails for the devices that HCPs use most throughout their workdays and deploy the emails at the most convenient times for each HCP audience. Understanding HCP behavior is key to maximizing return on investment in an email campaign.
There's more to ROI than just dollars; marketers measure return by engagement, impressions, opportunities, and objectives. However, at the end of the day, the profit is the metric that really matters. And, by that metric, email is the undisputed champion.
Recently, Direct Marketing News asserted that, on average, every dollar spent on email marketing generated a return of more than $44.
Business revolves around email. But, email’s success as a business tool may be contributing to its demise. That may sound counterintuitive, but consider the number of unread emails in your inbox right now. If you're like most people, you spend a significant amount of your day handling your email, negatively impacting your productivity.
Publicis Touchpoint Solutions recently released the results of its biennial survey of Sermo physicians, confirming observable trends and valuable insight. One of the central takeaways? We must improve digital access and experience, including email, for physicians and their patients.
Mention the word innovation and most people immediately think of technology—the latest iPhones, surgical robotics, self-driving cars, etc. But, innovation also applies to using familiar tools in new and inventive ways. In digital marketing, email is one of the most familiar and versatile tools. In many cases, email is at the heart of executing entire marketing campaigns.
Marketing to healthcare professionals (HCPs) is essentially a B2B proposition; pharma execs can learn a lot from the most successful trends in the B2B marketing world. "Content marketing," "paid amplification," and "smarketing," the latest industry buzz terms, rose to prominence in 2014. Savvy brand managers have already nailed down these techniques, but what’s next in 2015? How will this year’s new B2B trends shape healthcare marketing?
You designed a killer email campaign with an irresistible offer directed at your target audience. How do you distribute it in the most effective way with the optimal return on investment? The secret sauce includes segmentation and deployment strategies.
