Think about your own email inbox for a minute: Which messages do you delete without opening, which do you open, and which do you actually engage? Let’s say you receive a personalized email from your car dealer three months after you bought your car. The subject line and preheader are strategically written to complement one another, enticing you to open this particular email among all the rest. Within the email is a reminder that it's time for your first oil change, along with a 20 percent off coupon. This email has a far greater chance of being opened and read, versus a generic email blast announcing a sale on automotive services.
According to recent data, segmentation and personalization significantly improve campaign performance. Experian’s 2013 Email Market Study observed that marketers who use personalization in their email campaigns see an increase of 26 to 65 percent in open rates with 600 percent higher transaction and revenue rates. In a separate research report by Aberdeen, segmentation and personalization resulted in a 14 percent boost in click-through rates and a 10 percent increase in conversions.
It Starts with Quality Data
Most businesses collect vast amounts of data, but according to a recent Forrester report, only 12 percent is actually being used. In healthcare professional (HCP) marketing, the first step in creating successful personalized email campaigns is collecting and analyzing the right data. Meaningful insight comes from measuring data such as:
- Which devices are HCPs using to open and read your emails?
- What time of day and day of week are they being opened?
- What are the open rates and click-through rates by specialty?
- What is the ratio of unique opens to total opens?
- What are the tap-through and glance-through rates?
- Which offers were clicked?
- What was the conversion rate by specialty?
These deeper metrics highlight HCP behavior to allow for better segmentation and micro-targeting.
Reaping the Benefits
HCPs are turned off by content that doesn't address their interests. About three-fourths of them report being frustrated when they receive emails or offers that don't apply to them or their patients. Data-driven insight into your HCPs' preferences and behaviors can be used to sharpen the relevance of your email campaign.
These insights can take personalization to a whole new level, going beyond demographics (e.g., location and specialty) and creative components (e.g., subject line and pre-header). On the front end, data mining and analysis can identify tightly segmented target audiences for future email deployments. Developing creative assets that are highly personalized and relevant to the receiving HCPs keeps them engaged and open to receiving new information in future campaigns.
Beyond that, data can determine the optimal deployment time for each HCP target audience. It can even help set the cadence for follow-up emails throughout the campaign.
In the end, the 70 percent of marketers not embracing data-driven personalization will lose out to their more proactive counterparts creating highly personalized email experiences. HCPs have limited time and attention spans; marketers can't afford to ignore the power of personalization.