As we turn the pages on the calendar, we can often count on two things: change and consistency. We look forward to the change: we anticipate it and we celebrate it. But we also look to what stays consistent: we count on it and we take comfort in it.
In the world of digital marketing, it’s no different. There’s always something new and exciting, new platforms and apps where we can like and poke, tweet and share, snap and link. New apps and platforms promise enhanced abilities for reaching target audiences.
But let’s not discount digital marketing’s Old Faithful - email. It shouldn’t come as a surprise: email is the one tactic that’s consistently worked since the early days of the Internet. In fact, for every 1 dollar spent on email marketing, you’ll likely to see a $44.25 average return.
And while it remains tried and true, we are seeing changes and evolution within email marketing.
Big data has hit the big time, and it’s possible to get more personalized than ever before in every interaction with an HCP.
"The ‘right content’ portion of 'the right content to the right person at the right time' equation for email marketing in many cases equals personalization," says email marketing expert Chad White.
HCPs are starved for information and time, and require more than old-style, broad-brush messaging. Contemporary marketing must deliver timely, individualized, relevant content every time. Once, this was attempted by using segmentation profiles to try to guess at an HCP’s inclinations and interests. Today, it’s truly possible to be personal every time, thanks to technologies that allow marketers to know their specific habits and interests.
Expect to see increased sophistication in email design, from animation and video to organization and website-like clickability. The key is to ensure that animation and video support the message, capturing imagination and attention. Design elements must be more than purely decorative - they must address the HCP in a way that connects with what’s top-of-mind to them. This can be anything from a big, bold image to a fully produced video interview.
Building an emotional connection is crucial for any brand, even for an Rx brand sharing new data with an HCP. When moving HCPs to action, however, a brand may not always need to tell a personal story, but it must always understand the customer’s journey and know where that customer is in that journey (and what’s important to them at that juncture). Once you understand what your customers need, you can build an authoritative and compelling story that conveys your messages in a concise, results-oriented way.
These trends clearly build upon each other. Smart storytelling is the soul; design is the body; personalization is the movement. The right story dies without a place for it to be told, and even a great message in a great design is useless if it doesn’t arrive at the right person.