You designed a killer email campaign with an irresistible offer directed at your target audience. How do you distribute it in the most effective way with the optimal return on investment? The secret sauce includes segmentation and deployment strategies.
Forget Batch and Blast
To get the best open and click-through rates, today's HCP mailing lists need to be tightly focused and highly targeted. List segmentation goes beyond the basics to include variables, such as:
• Patient mix
• Prescribing behavior
• ICD-9 and CPT codes
• Insurance plan affiliations
• Hospital and network affiliations
We know that all email lists were not created equally. Healthcare marketers have a right to be skittish, because poor quality lists result in high bounce rates, low open rates, and even lower click-through rates. On the contrary, high-quality, authenticated email lists aggregate extensive data with doctor provided contact information to target the right audience, meet objectives, and reap the benefits of modern marketing.
Optimize Deployment Tactics
Do you believe that a pediatrician and an oncologist have the same or different optimal windows for viewing emails? DMD data, assembled from more than 10,000 HCP email campaigns, prove that optimal deployment times vary by specialty. Imagine the impact on your open and click-through rates, if you could deploy email at the precise time it's most likely to be read? Isolating the delivery time and day by specialty will yield a higher response. Other deployment tactics include marketing to mid-level professionals affiliated with the targeted physicians and Echo deployments, which are follow-up emails to the same HCPs, taking advantage of the “in case you missed it” trend.
Incorporate Rep-Driven Strategies
Rep-triggered emails are proven to deliver results and support rep sales activities. Triggered emails:
• Extend the value and impact of sales rep calls.
• Support high contact frequency through a channel HCPs prefer.
• Provide improved access to key HCPs.
• Cover low-see and no-see HCPs.
Analyze Post-Campaign Results
Post-campaign analysis builds insight into target audience behavior and which campaign elements are most effective. With this understanding, marketers can refine targeting and deployment for future campaigns. A/B testing of various email elements, including subject lines, headlines, images, calls to action, and even copy lengths, yield valuable insight to shape email campaigns. In addition, comparing campaign metrics to longitudinal benchmarks further determines campaign results.
Key reporting processes include:
• Collection and analysis of comprehensive data, based on pre-campaign performance expectations and campaign objectives
• Daily data feeds, integrating campaign results with CRM data
• Ad hoc analysis, exploring campaign, offer, and product-specific variables to glean maximum learning
Exploring metrics, such as the ratio of unique opens to total opens, tap-through and glance-through rates, opens by device, and the ratio of mobile opens to desktop opens, contributes to a thorough understanding of campaign success and ways to refine in the future.