When healthcare marketers consider the merits of implementing a triggered email campaign, you can almost see the trepidation in their eyes.
Visions of a tangled web of “if this, then that,” confusing automations, and hard-to-understand metrics; all these cloud the reality of triggered email campaigns.
The truth is: triggered emails aren't as complicated as they appear. And, they really work.
3 Perceived Obstacles Surrounding Triggered Email
We routinely hear that marketing departments don’t have the essential pieces they need to create a triggered email program. In most cases, however, they actually have everything they need to develop powerful campaigns. The obstacle is that some marketing managers lack the experience required to get the most out of this high-value approach.
In other cases, organizations indeed lack the necessary components to create triggered campaigns but perceive the complexity to be beyond internal capabilities. The effort seems insurmountable--when, in fact, there are simple, turnkey solutions they can lean on to deliver meaningful results.
Still others confuse a triggered email campaign with a standard cadence or automated “drip” campaign. Triggered email holds exponential value that maximizes other marketing initiatives that are already in place to support their brands.
Triggered Email Is Worth a Second Look
The value of a triggered email campaign lies in its 1+1=3 effect, where both triggered email and broadcast email campaigns realize improved traction. It’s the perfect complement. Triggered email drives “occasional” end users to engage more frequently, which bolsters performance on the broadcast side and significantly elevates email open rates.
This exponential impact works because the end user is not actively aware that these components are separate. They experience their interactions as parts of a whole. Once they've engaged with an email message, broadcast activity that follows reinforces the related communications they’ve already consumed. The same is true when they’ve consumed broadcast messages first; emails that follow demonstrate higher open rates.
Overcoming the Obstacles: Content, Creative, Data
A concern among tentative healthcare marketers is that they simply don’t have enough content—or that they’ll have to break their budget to generate more—in order to create a robust triggered campaign. Our approach is simple in concept, and in practice: repurpose, repurpose, repurpose.
You already have content within your existing marketing assets (website, print, social), all of which is supported by internal expertise and complies with legal and regulatory requirements. Why shouldn’t these high-value elements be used across multiple channels?
An effective triggered campaign can be deployed with as few as three templates.
Creative is another component that prevents organizations from proceeding with triggered email campaigns. Again, simplicity rules the roost here. An effective triggered campaign can be deployed with as few as three templates, triggering once or twice a week. We’ve activated a number of client campaigns using this approach over the past year. Templates and dynamic content can be useful in repurposing existing approved content quickly.
Then, there’s the “insight” portion of the formula. To fully optimize triggered email campaigns, you need data—both current and historic—to build upon. Almost all healthcare organizations we’ve worked with have some type of reporting system in place to follow website traffic, email activity, and content consumption.
This is a solid foundation from which to build. When we combine these internal capabilities with our data, the result shortens the lead time to those valuable insights. We essentially top-load the funnel for quicker outcomes.
For example, the data compiled from DMD’s proprietary Audience Identity Manager® (AIM XR) technology informs what healthcare providers are reading about. Recently, DMD clients have used this intelligence to address patients’ concerns about returning to care, safely, in light of COVID-19. Healthcare marketers use these behavioral data points to direct their triggered email strategy. And, we can trigger an email for your brand when someone reads about your competition's brand--a strategy called “competitive blunting.”
There are also many instances where a triggered campaign fuels referrals between providers and health systems. We’ve assisted clients in implementing triggered emails that help external physicians understand how to refer patients to other providers within their health system. By looking at both site visitors and the larger ecosystem of data, they are able to expand communication around specific service lines—based on what visitors are reading about across the ecosystem.
Turnkey Process Gets Results Faster
Healthcare marketing teams we work with understand just how turnkey a triggered email campaign can be. They’ve been able to implement simple-yet-effective programs—built by combining existing data with DMD’s technology and depth of expertise.
If you’re ready to untangle the mistakenly mysterious web of triggered email, we’re here to help.