As new technologies and platforms come onto the healthcare marketing scene, it can be tempting to allocate resources to develop them into a viable communications program. Yet, data doesn’t lie. Even though email has been around for a long time, it’s far from tired. Email routinely outperforms other channels, including social media outlets.
However, a tenuous trap to fall into is that because email has proved “tried and true,” some marketers feel so comfortable with email they think they’ve mastered it. Alternatively, those new to email may have been drawn to this channel by its seeming simplicity and take on deployments themselves.