In our latest webinar, “1+1=3: Triggered Email is the Perfect Complement to Your Email Marketing,” our goal was to highlight the value of integrating broadcast and triggered email campaigns.
We use the “1+1=3” equation to illustrate why combining broadcast and triggered is not simply an average of each individual campaign’s performance. Each is effective on its own, but when using triggered + broadcast, impact increases exponentially.
Here are a few key insights we extracted from the webinar. If you’d like to view the entire session, you can access it here.
Q: How do broadcast and triggered emails differ?
A: With broadcast emails, you know when emails will go out, exactly how many will go out, and who they will go to. These campaigns are schedule driven. Alternatively, triggered emails are data driven, launched based on HCP interactions. In our experience, triggered emails outperform broadcast emails every time.
Q: It sounds like broadcast emails aren’t as valuable as triggered. Is that true?
A: Broadcast emails are important, because they keep a steady stream of content in front of HCPs. And, the data collected from those campaigns informs which types of content HCPs are most interested in, allowing for a more personalized experience going forward. HCPs feel more connected to your brand, more recognized, which leads to continued and consistent engagement with all your messaging.
Q: “Increased engagement” is good, but what are some of the more tangible benefits of broadcast + triggered?
A: Open rates improve significantly—more than doubling when using Audience Identity Manager® (AIM XR) programs. We have seen up to a 50% increase in read rate. Triggered email campaigns also result in:
- higher click-through rates
- cost effectiveness—once campaigns are set up, they typically don’t require a second touch
- reduced risk of error; you’re not recreating templates that require additional render testing or Q/A checks
- campaigns are often evergreen in terms of creative and content (more cost savings)
- fewer spam complaints and improved sender reputation
Ultimately, the greatest benefit of incorporating triggered email is that it allows you to send the right message to the right person at the right time.
Q: What are some of the HCP interactions that a brand can use to trigger deployments?
A: If an HCP views a brand display ad, or prescribes a drug--those both inform next steps. Claims data is also rich with opportunity. Our healthcare clients have seen the best outcomes when relying on AIM XR data, which captures what HCPs are reading about on your website.
Open rates improve significantly, even doubling.
For example, you see that Dr. Johnson visited your website to research a recent clinical study. Or, Dr. Cooper viewed a service line page on your site. You now know exactly what they’re interested in and can deploy emails with relevant, personalized content.
Q: Does cadence matter when deploying triggered emails?
A: What matters more than cadence is strategizing the entire life cycle of the campaign; knowing what happens at each touchpoint. Once you have the campaign set up, you can send at whichever cadence you choose--and run the campaign for as long as you need.
To Learn More
Healthcare marketers are constantly fighting for the top spot in their HCPs’ inboxes—especially now, when digital communication is so prevalent. To achieve the greatest engagement among your HCP audience, it’s no longer a question of whether you “should” start to incorporate triggered email into your overall email marketing strategy, but when.
To learn more about the 1+1=3 impact of triggered email, please check out the on-demand webinar.