Whether it’s the latest social media network or visual marketing platform, there’s always a shiny new object in the world of digital marketing. We can spend a lot of time and money chasing down each one without seeing much improvement in our campaign results. Or, we can stick with a proven channel, but change the content.When it comes to email, fine tuning just a few aspects of your content can make a huge difference in your campaigns. Implement these five steps now to see results as soon as next quarter.
1. Target Subject Lines to Subgroups
Today the subject line is the most important factor in whether an email is opened or not. We’ve talked about writing killer subject lines before. Yet, until every single one is irresistible, the message bears repeating: plan to spend a lot of your creative time and energy on your subject line.
Then go beyond testing version A versus version B. Instead of just looking at the overall performance rate, analyze the performance by subgroups. You’ll probably see some differences and can deploy your subject lines accordingly.2. Always Script Preheaders
Next, focus on your preheaders. The preheader is the text right below the subject line, and it’s critical in our mobile world. It should extend the thought of the subject line and drive your reader to open the email.
The catch is, if you don’t script your preheaders, you’ll end up with some generic text. For instance, “View this email as a Web page”is likely to turn off your audience. So, take the time to write compelling preheaders for every campaign.
3. Simplify with Template Libraries
The beauty of email is its simplicity. Your readers want it to be fast and predictable. Repeated visuals make it easier for them to understand your content quickly. This is great news, since designing new content is expensive, but using template libraries is much more efficient.
Give your readers what they want by building or renting a library that includes templates for formulary announcements, sample offers, and product information.
4. Use Easy Content
Also plan to do a content audit to find easy content you can promote through the email channel. Easy content sustains brand awareness, but doesn’t require you to jump through too many creative or Medical Legal Regulatory hoops.
Once you’ve identified some good assets, mix it up. About 75 percent of all pharma emails to HCPs contain product information. This leads to boredom, lower open rates, and, ultimately, more opt-outs. Try sending patient education materials or reminders about your resource center or upcoming events instead.
5. Find More Trigger Events
Finally, there’s an opportunity to recapture attention through trigger events. The idea is to leverage the energy created by an event by following up with a timely, targeted email. You can start with rep visits. (Having a well-developed rep-triggered email platform is critical here.) Then, think about other events that also present possibilities for digital communication.
Remember: change the content, not the channel. Email marketing is proven in the pharma space; putting these five tips to work will go a long way toward improving your campaign results. To deepen your understanding of the channel further, you can always get help from an expert.