Pharmaceutical marketers have gone digital to meet marketing demands. With healthcare professionals (HCPs), email is the preferred digital communication channel. So, it's not surprising that email campaigns are getting a larger share of the marketing spend and resources.
Mobile has revolutionized the way HCPs interact with email. HCP schedules are overflowing to the point that they depend on their mobile devices. However, their time constraints simply do not accommodate having to wait for an email to load or having to zoom or scroll to click a call to action. Even the most beautifully designed emails are destined for the dust bin if they don't render perfectly across mobile devices. Pre-deployment testing practically guarantees a better click-through rate, as calls to action are clear and navigable.
What Should You Test?
Internet service providers (ISP) are governed by a complex set of rules that affect the way your content renders on different devices. Having deployed more than 15,000 email campaigns, DMD has found that testing the following elements are essential for a successful campaign:
- Delivered images. Each element of your email is designed for maximum impact, so it's important that the displayed images and copy are identical to the approved design.
- Pre-rendering creative. The key is to avoid blocked images that nullify your message.
- Device differences. Mobile devices have different screen sizes and operating systems that affect how your content displays.
- ISP differences. Content renders differently across platforms. For example, emails viewed on webmail, such as Yahoo!, may look different when viewed on Outlook or ISP emails, such as Comcast or Verizon.
Choose the Right Email Test List
To get the most accurate results from email testing, be sure your test list is as diverse as your target audience. It's important to include both business and personal email addresses, as well as addresses across different platforms, including Gmail, Hotmail, and Yahoo!. Testing across a variety of smartphones, tablets, and operating systems is also essential. Pay special attention to Apple Mail and iOS results; 95% of all HCP emails opened on a mobile device are opened using iPhones and iPads.
Use Internal and External Testing
Testing in-house on common email clients like Gmail and Hotmail are a great start, but do you have the technical expertise to test the top 100 device and email client combinations? Partnering with an external expert who fine-tunes and optimizes your creative, by testing specific elements, including as copy, images, navigation, and functionality across the device and email combinations HCPs use the most will deliver the best results.
DMD's insight offers practical recommendations for your email campaign:
- Shrink the creative
- Minimize images
- Implement HTML coding when possible
Don't underestimate the destructive power of an email that doesn't render properly. At best, you have three seconds to convince an HCP to read your email instead of deleting it. Testing, both internally and with a trusted external partner, ensures your email will deliver optimal results.