In recent posts, we’ve explored strategies and tactics for optimizing the email channel to make it the key player in your cross-channel marketing plan. Today, we’ll wrap up this series by taking a look at some operational issues. These are the processes you’ll need to master in order to reap the greatest rewards from your ongoing email campaigns.
We’ve discussed many of these ideas in our e-books and previous blogs, but it’s easy to lose track of the details. So we’ve designed this post as a roadmap to our best tips and tricks.
Write Compelling Copy
When open and click-through rates are rising, you know you’re gaining share of voice and greater HCP engagement. To earn these coveted metrics, you’ll need to write compelling copy, short but effective subject lines, and CTAs your HCPs can’t resist. The following posts can help with that:
- Components of a Successful Physician Email Campaign Part II:
- Better Email Open Rates in 50 Characters or Less
- Do Your Emails Include a Call to Conversation?
- From Click to Conversion: Enticing Your HCP Audience
Upgrade Layout and Design
After refining your CTA copy, you’ll want to carefully consider how colors affect your conversion rate. Then it’s time to think about other design elements.
As we all know, HCPs are reading more and more emails on mobile devices. Small screen size, mobile navigation behavior, and the constraints of mobile networks all demand that you design specifically for mobile, rather than simply pulling existing material in from another channel. These posts will get you started:
- Designing Emails for Multiple Mobile Platforms
- Optimizing for Mobile? You’re Doing it Wrong!
- Expanded Mobile Usage Calls for Responsive Design in Email
Validate HTML Programming
Even when you design for mobile, you still need to evaluate how your copy will render on more than 100 devices and software platforms. Render testing provides clear direction as to how the copy should be programmed so your reader will see it just as you intend. Because small design and programming details can make a big difference in whether or not your copy renders intelligibly, render testing can have a significant impact on the ongoing performance of your campaigns. For more insights on this, be sure to read The Measurable Value of Email Render Testing.
As we’ve learned, the most effective email campaigns outline a clear strategy to build share of voice, drive brand engagement, and integrate cross-channel initiatives. They consistently deploy highly relevant, well-timed, and thoroughly tested emails. Finally, they rely on clearly defined guidelines to create the compelling copy, appealing designs, and effective HTML that drive ongoing HCP engagement.