Practice makes perfect. That’s what I tell my four kids when things don’t go their way the first time. While it doesn’t always hold true in life (some of us just weren’t meant to be famous musicians), that old adage is definitely applicable to email marketing.
One of the strengths of email marketing is how easy it is to refine campaigns over time – by improving messages, narrowing targets, and applying the insights gleaned from one deployment to the next. As the following image illustrates, comprehensive industry data is the key.
An Authenticated Email Database
Every successful pharma email marketing campaign starts with an authenticated HCP email database. Authenticated email addresses are provided by the physicians themselves, verified against the AMA Master file, and updated daily. Authenticated lists guarantee high deliverability and protect you from getting in regulatory trouble with the FDA.
Sophisticated Segmentation Criteria
The best HCP email databases are vast, and include millions of authenticated addresses for physicians, nurse practitioners, and physician assistants. These addresses are then overlaid with a wide range of industry data, which can be used to segment audiences precisely.
You can create entirely new lists according to specific criteria, or use this data to verify and augment your own proprietary lists.
Metrics & Analysis
Authenticated physician email lists guarantee high deliverability.
When you work with a quality HCP email database, you can measure the effectiveness of your campaigns at the most granular level. Metrics like opens, click-throughs, time of day/day of week, site characteristics (such as office location), and devices used should be readily available.
Because responses tend to vary in predictable ways from one specialty to another, each email deployment can be measured against benchmarks for its audience. This information can then be used as a guide when making decisions about segmentation, messaging, and timing for future deployments.
By using an authenticated email database that includes comprehensive industry data, you can significantly improve the quality of your audience. Segmenting your target physicians according to very specific criteria allows you to develop highly relevant messages and deliver them when and where each physician prefers. Finally, campaign planning is greatly simplified when you can draw on historical data for tens of thousands of physician email marketing campaigns. With a little practice, you can make each email deployment more successful than the last.