You’re using your license to send out as many emails as you can. It makes sense, right? After all, the licensing agreement gives you unlimited usage. Why not spray unlimited messages at your audience? Surely some will resonate.
Unfortunately, this isn’t working. You’re starting to notice that the more messages you send, the less engagement you achieve. Your opens, click-throughs, and response rates keep going down. What’s going on?
The problem is that “message fatigue” is real. An HCP who receives too many emails from the same source will no longer pay much attention. It’s just human nature. Overexposure to anything – to pizza, a singer, a TV show, or a brand message – inevitably results in a “been there, done that” attitude. Familiarity might not breed contempt, but it will certainly breed indifference.
So “spray and pray” is not an effective strategy anymore. Was it ever? You need to be more focused.
Less is more
An unlimited license is an opportunity to get smarter about email. Sending for the sake of sending doesn’t work. Sending for the sake of a strong message – precisely targeted and intelligently deployed – can significantly improve your chances of success.
Change your focus from quantity to quality. Every email you send should have a specific marketing purpose in mind. You should have a sense of which HCPs you’re trying to reach, by their specialty, their location, and their preferred email address, before you craft the message. You should know which of your targets are high value, which are being seen by your sales reps, and which insurance carriers they deal with.
Fewer emails, sharper messaging
Given the sophisticated tools now available, healthcare marketers have numerous opportunities to fine-tune their email campaigns for maximum effectiveness.
Here’s what you can do:
- Narrow your target — It’s no longer enough to know an HCP’s email address. Now you can know their specialties, offices, prescribing data, claims data, hospital affiliations, and insurance carriers. Target your emails accordingly.
- Refine your messaging — The essence of each email you send needs to be encapsulated in the subject line, amplified in the preheader, sold in the body text, and nailed down in the call-to-action. None of these are optional; all are crucial to success.
- Sharpen your deployment — If your email deployment provider can’t tell you exactly who opened your email, on which device, at what time, and whether each individual clicked on the call-to-action, you need to switch providers immediately.
- Test everything — Email is unique among marketing tools, in that you can test messages against each other, making sure the most effective message reaches the right target on the right device at the right time.
- Analyze performance — Each email deployment produces reams of data that can be analyzed with an eye to further improve your next campaign.
If this seems like a lot to ask, it is. The good news is there are email professionals who have this down to a science. The bad news is very few can execute on all the tactics above. And, you don’t want to skimp on any. Make sure you use a provider that can deliver on all of it.