Email campaign success involves a strategy that begins long before you hit the “send” button. A number of components factor into the deployment process. Without them, you risk damaging current and future campaigns.
It doesn’t matter if you’re targeting physicians or patients, the practices—and challenges—remain the same.
Having a high quality email database is a non-negotiable.
Quality Data is a Non-Negotiable
The most important ingredient to achieve high deliverability is the accuracy of your data. Sending to invalid or inaccurate email addresses has a reverberating effect. Repeated bounces alerts recipients’ internet service providers (ISP) to flag your domain as untrustworthy, routing messages to the spam folder or disallowing messages from being delivered by blocking your domain completely.
Money, time, and resources are squandered, and you’ve undermined your entire marketing strategy by destroying your sender reputation. If that wasn’t bad enough, you’ve also put yourself in a risky situation in terms of compliance and resulting regulatory fines.
Characteristics of a Quality List
To avoid any of these detriments from happening, quality assurance is a must. High-quality lists possess a few distinct characteristics:
First-party sourcing: Data must be volunteered by physicians (or patients) themselves via a first-party opt-in process.
Authentication: Pure data will have passed through a third-party verification audit, such as that offered by BPA Worldwide.
Daily updates: Information is constantly changing. An email address that was active yesterday may not be today. Lists should be refreshed for accuracy every 24 hours.
Multiple email addresses: Most individuals will have more than one email address. A quality list will include all active addresses, as well as indicate which address is preferred by the recipient. Many physicians prefer to receive information in their personal inboxes over professional ones, which also helps deliverability by avoiding getting hung up or gated by front office staff.
Don’t be afraid to ask these questions of your current (or prospective) email list provider. If your vendor cannot provide assurance on these four items, it’s time to look elsewhere for your data needs.
Improve Upon Current Efforts
If your email vendor cannot provide assurance on these items, it’s time to look elsewhere for your data needs.
If you’re not certain how well your deployments are performing, or you’d like to improve upon current efforts, join us for our upcoming webinar, “Email Deliverability: What You Don’t Know CAN Hurt You.” The webinar will take place Wednesday, February 27, 2019 at 2 p.m. (EST).
During that time I’ll be discussing:
Definitions of the key elements of deliverability, from sender reputation to spam avoidance, and more.
Where organizations can get in trouble--from simple oversights to big mistakes
Gmail's unique challenges and strategies to get past inbox filtering
Overcoming delivery challenges at medical institutions
Tools that can monitor and measure your deliverability success
With this information, you’ll be able to establish your own best practices for ensuring successful deliverability for every email deployment. Click here for registration information.