One of our most shared articles of the year was The Value-Add of Triggered Email in Digital Marketing. Recently, Jeanne Jennings wrote how email marketing automation is going to be a major component in email marketing programs for 2016. Her article, Setting the stage for a successful email marketing automation campaign was originally published on ClickZ.
All too often, pharma marketers are woo'd by vanity metrics that don't offer the full story on marketing campaign performance. Is a "like" worth more than a share? A retweet more important than a mention? In a recent article on MediaPost, April Mullen writes about the value of a click and its relationship to other performance metrics. DMD published a similar article on email marketing metrics, Emerging Trends in Healthcare Marketing, in April 2015.
With the data that healthcare marketers have access to, there is no excuse for diminishing returns in the email channel. It is far too easy to perform A/B tests to determine which elements generate the most engagement. To set your 2016 up for success, we are sharing Tahir Akbar's article 5 Reasons People Don’t Open Your Emails, originally published on Business2Community.com.
In a recent article by McKinsey & Company, David Champagne, Amy Hung and Oliver Leclerc discuss how pharma companies are revamping their traditional business models to accomodate the ever-changing digital landscape. DMD published a similar blog in July 2015, The Digital Solution to Vacant Territories.
You might observe the aches and pains companies, like DMD, withstand in order to authenticate an email list and wonder why we go to all that trouble. After all, is it really the end of the world if you have some bad email addresses or a few non-healthcare-professional recipients? What's the worst that could happen? In reality, an unauthenticated email list exposes you to all sorts of risk and liability, both financially and legally.
Delivery rates don't necessarily capture everything that's going on in your email campaign. You can't assume that your target healthcare professional (HCP) sees or reads the message simply because it didn't bounce back. In fact, your HCP might not read any message sent to that email account. Did you know low mailbox usage rates have become a major detriment to email deliverability?
Imagine you wrote a book and wanted to send the manuscript to publishing houses. For reasons unknown, instead of looking online for recent contact information, you pick up a dated reference book with publishers' addresses. You first send your manuscript to a publisher that you later learn went out of business five years ago. You then send it to a company that left the publishing business a decade ago. You try once more, but this time, your book gets returned because the publisher has moved. Your book never gets published.
Email lists have something in common with racehorses and purebred dogs – where they come from matters. The data sources from which your email addresses are culled is generally known as your list pedigree. Your email list pedigree will directly affect the success of your email marketing campaign, from deliverability to ROI. If you purchased an unauthenticated email list from an unreliable source, you now know why your campaign is foundering. The solution is purchasing a list from a company that vets the addresses through reliable email sourcing practices.
Think of a dartboard on a wall. To hit the bullseye, you would never throw darts at the entire wall and hope for the best. That's a waste of your darts, your time, and your energy. Instead, you would aim for the dartboard only – specifically, the bullseye.
