DMD Intelligence

Your One Way Ticket to Spamville

Roger Korman, President

Spamville – our not-so-affectionate term for ending up in subscribers' spam folders – is every email marketer's worst nightmare. If we were professional athletes, Spamville would be a career-ending knee injury. Engagement rates, ROI, and – indirectly – sales, all depend on your readers actually seeing your content. When your message gets routed to spam folders, your content, however fantastic, becomes invisible. Think of the age-old question about the tree dropping in the forest with no one around to hear it.

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Topics: Email List Quality, Pharma Marketing, Email Marketing

Avoiding the Lemons: Validating An Email List

Roger Korman, President

A manufacturer wouldn't dream of shipping a product without first subjecting it to quality assurance (QA) inspections. QA ensures that lemons don't make it out of the plant and that consumers get what they want. This principle seems so elementary, yet many healthcare marketing companies fail to perform these kinds of checks on email lists. Instead, they take the "send first, ask questions later" approach to email marketing. As a result, their delivery and engagement rates reflect that haphazard strategy. By contrast, DMD puts every new email address through a rigorous quality control process that effectively separates the wheat from the chaff.

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Topics: Email List Quality, Pharma Marketing, Email Marketing, Precision Targeting

Optimizing For Mobile? You're Doing It Wrong!

Roger Korman, President

Healthcare marketers must offset the limitations of mobile with responsive design programming. If an email is not easily read on a mobile device, the chances of it ending up in the trash folder is almost certain. In a recent article in MediaPost, Loren McDonald identifies seven elements for optimizing email across multiple mobile devices. DMD wrote a similar blog in March 2015, Designing Emails for Multiple Devices.

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Topics: Email Campaign Design & Deployment, Pharma Marketing, Email Marketing

Prevent High Bounce Rates By Maintaining A Bad Domain List

Roger Korman, President

If you were hiking and encountered quicksand, you would probably make a note on your map never to go that way again. Without making some record of where the quicksand was, you risk making the same mistake again.

The same idea applies to email marketing. Spam traps are the quicksand of our industry. We deploy millions of emails every month for our clients. With that many emails going out, you can imagine how often we've encountered bad domains on the email lists that they bring us. When we do, we add the domain to our email database. We also take a preventive approach, spot-checking addresses before we deploy to them.

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Topics: Email List Quality, Pharma Marketing, Email Marketing

Sourcing Email Addresses Via Publisher Relationships

Roger Korman, President

In the creation and maintenance of an email database, relationships reign supreme. Medical publishers are among the best positioned companies that can obtain opt-in email addresses directly from healthcare professionals who are seeking medically relevant information. DMD, as a licensee of the AMA database, is among the best positioned companies that can authenticate HCPs against the AMA Physician Masterfile. Working in partnership, DMD and medical publishers who control more than 80% of controlled circulation publications have created a holistic, mutually beneficial relationship that breaks the barrier for maintaining an authenticated, opt-in HCP email database.

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Topics: Email Marketing, Pharma Marketing, Precision Targeting

Are You Kidding Me? Is That The Email List You’re Using?

Roger Korman, President

How a company goes about getting a list of email addresses is just as important as the addresses themselves. Some address-collection methods are simply ineffective, while others may even be illegal. For example, if your email list contains healthcare professionals (HCPs) who haven't opted in to receive communication in some way, not only will your email marketing campaign metrics suffer, but you’re putting yourself at risk of integrity and legal issues.

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Topics: Email Marketing, Pharma Marketing, Email List Quality

MM&M Webcast Questions Answered by Dr. Roger Korman

Roger Korman, President

Dr. Roger Korman, President of DMD, personally answers some of the questions from last week's MM&M webcast, Catch Us If You Can: The Email Channel Has Taken Off While You’ve Been Left Behind. Missed the live presentation? Watch it on demand here.

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Topics: Email Marketing, Pharma Marketing, Email Campaign Design & Deployment

Are Pharmas Emailing Doctors or Porn Stars?

Roger Korman, President

There’s a time and a place for just about everything, but emailing porn stars about formulary change and patent expiration is not one of them. In fact, healthcare marketers are practically begging for the FDA to slap down a lawsuit – inadvertently or not – by marketing pharmaceutical products to people outside of the healthcare profession. All too often, marketers use lists full of bad domain names (i.e., the part of the address after the "@"), putting them at risk for legal action and getting blocked from email service providers for violating CAN-SPAM rules.

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Topics: Email Marketing, Email List Quality, Pharma Marketing

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About the Blog

DMD President Roger Korman and his management team publish weekly articles on digital communication and technology in healthcare.

Articles are published that cover website visitor identity, the value of authenticated healthcare professional databases for use in multichannel marketing to physicians and healthcare professionals. DMD clients in pharma, hospital and health systems, agencies, and physician marketing companies rely on DMD's email and AIMSM technologies to improve communication with healthcare professionals across marketing channels.