If you’ve ever participated in a race, you understand the thrill that comes from crossing the finish line. Whether it’s a local 5K run for a cause or a triathlon you’ve been in training for months, the sense of accomplishment is undeniable.
Many of us aren’t at a physical level where we actually win races (at least big ones), but that doesn’t mean you have disregarded the necessary prep steps to be able to make it through the course. Proper training, nutrition, and adequate sleep are all imperative to ensure you’re physically capable to endure. Remove any one of those elements and you can’t be certain a finish is in your future.
In email marketing, there are stages that not only get you to a successful “finish line,” but help you clinch a campaign victory. Unfortunately, many pharma marketers falter in the final strides because they decided to pinch pennies on their HCP email list.
Many pharma marketers falter in the final strides because they pinched pennies on their HCP email list.
So, even though you’ve crafted the most beautiful campaign, composed thoughtful, personalized messaging for a target audience, ensured mobile optimization across email platforms, and created solid, compelling subject lines and CTAs—none of it matters if your email misses its intended target.
All of your hard work—the time, effort, and money invested in the campaign—is for naught. The messaging you toiled over to perfect:
- doesn’t get to the right HCPs (or goes to the wrong ones),
- gets caught up in spam folders,
- arrives at an inopportune time and gets missed, or
- arrives multiple times to multiple inboxes, sparking annoyance.
The resulting ramifications are more severe than just a stumble in your campaign schedule. Disrespecting HCP preferences and ignoring their interests damages the relationships you’ve worked so hard to cultivate, but you’ve also opened yourself up to the compliance risk that accompanies bad data.
The resulting ramifications are more severe than just a stumble in your campaign schedule.
On the other hand, when you use a list that includes 100 percent double opted-in email addresses, is updated daily, provides 99.5 percent deliverability, and encompasses 90 percent of all MDs in the U.S., all of the wobbles go by the wayside.
In pharma marketing, it’s not enough to do some of the work and just complete the race. To truly be successful in your marketing efforts, you need to be the victor. Check out this infographic for more on clinching the win.