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.
Sending your marketing message using an unauthenticated email list is like throwing darts at an entire wall thinking you'll hit the target. When you send marketing emails in this way, you're squandering valuable resources and hurting the ROI of your campaign. Your message, however fantastic it may be, will not get through to the people you need to see it.
Think of email list authentication as a filter. You only email healthcare professionals (HCPs) who want to see your message. Because your email list is smaller, your deployment is far less expensive, yet ROI is significantly higher. With authenticated lists, strategy steers your campaign by defining a universe, thereby minimizing waste.
A Clean, Authenticated List is Only Part of an Email Campaign's Cost
While email list hygiene is essential to engagement rates and ROI, a clean list is only a portion of an email marketing campaign's cost. The processes that go into successful email marketing include setting campaign goals, defining the target audience, procuring creative elements like design and copy, segmenting your audience, and updating your website to reflect new landing pages. As you know, these tasks aren't cheap – pharmaceutical companies regularly spend six figures in designing a well-crafted campaign. The cost of the list itself is just one of these many factors.
Money Well Spent: Invest in an Authenticated Email List
With the staggering costs of a solid email campaign, you don't want to take chances on cheap lists with shoddy credibility. The quality and price of purchased physician email lists vary widely. As common sense dictates, when prices fall 25%, then 50%, then 75%, then 90%, it's likely that the quality of said list is falling with it.
Investing in an authenticated, continuously maintained email list ensures a higher success rate for your marketing campaign. A quality authenticated list improves delivery rates and lowers bounce rates because you're not squandering your money on invalid email addresses. Your message actually reaches its intended targets. Real-time authentication and domain verification – matching the HCP's place of practice with the email address's domain – helps you maximize ROI.
Target Your Audience with DMD's SuperfileSM
Building an email marketing campaign, using an unauthenticated, poor-quality list will hobble your campaign before it has even begun. While authenticated, quality lists may cost more, they lead to better long-term results. For example, DMD’s SuperfileSM enables you to target more than six million authenticated HCPs and 450,000 organizations. The SuperfileSM includes demographic, diagnosis, treatment, prescription, and email behavior data to improve opens, clicks, and engagement.
Don't waste precious marketing dollars reaching HCPs who don't want to listen. An authenticated list helps ensure a receptive audience and a more successful, and efficient, campaign.