You've spent countless hours designing your email marketing campaign, from working with the creative team to writing and designing content, to securing approval from various stakeholders. Everything looks great so you green-light the campaign, satisfied that you’ve created a replicable format for your email campaign that can be used time and again.
However, following your first deployment metrics reveal an open rate of only five percent, a bounce rate of 45 percent, and a click-through rate of just .5 percent. Emails with very poor creative, or spam like content, you can see soft bounce rates has high as 65%. What went wrong? When constructing your email post-mortem, there are seven signs that your campaign needs resuscitation.
You're ignoring the variable sizes and devices where your message lives
More than 80 percent of healthcare providers check their emails on mobile devices. If you aren't designing emails optimized for viewing on the devices that HCPs use, the messages probably won't be read. In fact, eighty percent of people delete emails that don't look good on their mobile device without bothering to read them.
Your subject lines aren't optimized for mobile
Since your email likely will be viewed on a mobile device, it's essential to design every component of your campaign for mobile use. This is especially important in your subject line. Outlook displays just 42 characters in a subject line, while Gmail allows 74. For the best results, aim for 50 characters or less in your subject line. We suggest going further: Get a professional to write a compelling and efficiently worded 35 character subject line, and it will show up on virtually all email service providers.
Don't neglect to choose an accurate, descriptive sender name, too. Mobile email readers will absolutely take notice of who sent the email, as well as the subject line.
You don't know what preheaders are
Your readers will spend less than a second deciding whether or not to open your email. The preheader is a piece of email real estate that can bolster your case and entice your recipients to open your message. Don't send emails with a generic preheader (e.g., "If you're having trouble viewing this message…"). Use the preheader to reinforce and extend the value of your message.
You're repurposing direct mail content
Effective email content is very different from effective direct mail content. Email is immediate, topical, and more focused on the offer or benefit to the reader. Direct mail is concrete and can be set aside for review the next day, the next week, or even the next month. If the content of your email doesn't grab the reader's attention right away, it will be deleted. For maximum impact, incorporate newsworthy or topical information and an attractive offer that is communicated clearly. Redeploying direct mail via email eliminates the differences in the ways these types of media are consumed.
Your HCP email list isn't authenticated
The most beautifully presented and relevant content can't do its job if it isn't reaching your target audience. If your email list isn't authenticated and matched to your target audience, you're wasting resources and limiting your chances of success. You want a carefully segmented and verified email list so that your message reaches the HCPs that it was designed for and no one else. This is especially important in healthcare, where regulatory noncompliance carries stiff penalties.
If you bought the cheapest HCP email list you could find, the list almost certainly isn’t verified against a gold standard such as the AMA database. Thus, you're taking unwarranted and unnecessary risks.
You haven't tested your email on different devices
It's not enough to have an email message that looks fabulous on a desktop. These emails need to look great and function appropriately on desktops, laptops, tablets, phablets,and smartphones, using different operating systems. Use scalable, fluid, or responsive design in your email campaigns so that your messages are appealing and clear no matter how they are viewed.
You're not learning from your metrics
It's standard practice to track email performance. Opens, click-throughs, conversions, bounces, unsubscribes, and overall ROI are essential benchmarks. However, if you aren't analyzing results and making changes to improve performance after every deployment, you're jeopardizing your effectiveness. This is where A/B experimental group testing comes into play. You can test all email components, including the subject line, call-to-action, and offer. If your open rate is low, test the subject line. If your click-through rate is low, test the call-to-action.
If your email campaign is dead on arrival, check these seven steps to bring your marketing efforts back to life. The very definition of insanity is to continue doing the same thing the same way and expecting different results.