Think about the last time you were in a crowd. Whether you were getting off the subway or walking through a busy store, you were probably surrounded by unfamiliar faces. Depending on your mood, you might have noticed unique characteristics about some of them. Or maybe you just tuned everyone out and got on with your day.
If one of those strangers had tried to get your attention, you might not have noticed. But if an old friend suddenly appeared, you’d recognize him immediately. As a pharma marketer, you want physicians to welcome your email messages as they would an old friend.
So Many Messages, So Little Time
You’ve heard it before: Physicians are busy and their email inboxes are overflowing. Yet you still need to capture their attention.
One of the best ways to accomplish this is to condition physicians to recognize your content as valuable. Recently we talked about three essential strategies:
- Send only highly targeted content
- Send only to physicians who have opted in
- Send only at the time each prefers to read email
Let’s add three more recommendations to the mix.
Would You Open the Email You Just Sent?
Take a minute to consider how you use your own email inbox. Chances are you scan the “From” field for senders you recognize and the subject line for important topics.
When you follow these guidelines, physicians will recognize your email messages as a reliable source of relevant content.
You may begin deleting irrelevant messages right away, while saving potentially interesting ones for later. For most of us, only the highest priority subject lines warrant an immediate open.
To achieve that coveted open, first focus on sending meaningful content to physicians who have demonstrated an interest in receiving it. Then follow these guidelines to make sure your messages stand out from the clutter.
3 Ways to Make Your Email Stand Out
1. Create compelling subject lines and preheaders. The most effective subject lines are clear, concise, and clinically relevant to the recipient. Aim for no more than 50 characters and front-load keywords. That way they won’t be cut off by the shorter character limits of mobile devices. Then support your message with a preheader that provides a little more detail, but also piques the reader’s curiosity.
2. Design messages that are actionable on any mobile device or desktop. Different devices and operating systems display subject lines, preheaders, and email content differently, so it’s important to design with these constraints in mind. A third-party email provider can help you define best practices and test to ensure readability across a variety of devices.
3. Make it easy for physicians to respond, register, or make requests. Email sometimes gets a bad rap for being non-personal. But when it’s done right, it’s a valuable channel for building authentic relationship with physicians. To strengthen those relationships, always provide a way for physicians to respond to your messages and then be ready to follow up.
When you follow these guidelines, physicians will begin to recognize your email messages as a reliable source of relevant, professional content. And when they do, they’ll welcome your emails like an old friend.