Our regular readers know that when it comes to developing email campaigns, we put a high value on strategy and relevance. That’s because hyper-targeted campaigns achieve better results than those built on the “spray and pray” approach. Still, your ability as a pharma marketer to develop and effectively deploy refined messaging depends on how much data you have about your HCPs and how well you listen to what that data is telling you.
Four new executives join DMD to support rapid growth.
Rosemont, Ill., April 26, 2016—DMD, a national leader in connecting healthcare marketers with healthcare professionals (HCPs) through data-driven, performance-based digital services, today announced its staff expansion of four new executive hires, who will implement the launch of the company’s new, innovative offerings, while supporting the company’s rapid growth.
Marketers are not using their data effectively, says Mike O'Brien in a recent article on Clickz. Impressions and conversions – called signals – need to be analyzed every day. Without marketing automation, this can be an overwhelming task, and marketers are simply not doing the work. But it comes at a price, as these signals are the cornerstone of every solid marketing campaign. In our article, 3 Classic Email Metrics in Healthcare Marketing, we explore other key metrics by which to measure a marketing program.
In recent posts, we’ve explored strategies and tactics for optimizing the email channel to make it the key player in your cross-channel marketing plan. Today, we’ll wrap up this series by taking a look at some operational issues. These are the processes you’ll need to master in order to reap the greatest rewards from your ongoing email campaigns.
This is the second post in our series on how pharma marketers can get more from email by integrating it across multiple marketing channels. We’ve already discussed strategies for optimizing the email channel (i.e., what you need to do to run a successful email campaign). Today we’re going to take a look at how to accomplish those objectives. Then, in our final post of this series, we’ll explore some best practices for executing your email campaigns.
Pharma marketers need to move from thinking of email as a tactic to fully integrating it into their cross-channel marketing strategy. It doesn’t matter if you develop the greatest copy, design, or subject lines in the world; if you don’t make email part of an all-encompassing strategy that engages your customers across multiple channels, it's never going to reach its full potential.
You’re using your license to send out as many emails as you can. It makes sense, right? After all, the licensing agreement gives you unlimited usage. Why not spray unlimited messages at your audience? Surely some will resonate.
Unfortunately, this isn’t working. You’re starting to notice that the more messages you send, the less engagement you achieve. Your opens, click-throughs, and response rates keep going down. What’s going on?
In a recent article in MediaPost, Kara Trivunovic responded to a tweet by @BenchmarkEmail about what it takes to keep subscribers engaged in their content. We weren't surprised that readability and creating relevant content were at the top of the list; in order for an audience to be truly engaged, they must be able to easily access and scan email messages for information. Earlier this year, we published a similar article on driving email response rates, B2B Trends for Healthcare Marketers.
