It’s no secret that a few key elements of an email can impact the success of an entire campaign. Compelling subject lines, pre-headers, and calls-to-action largely determine open and click-through rates, and we’ve spent considerable time discussing them in the past. But a lot has changed in the last few months. Audience identity management technology now provides new ways to run even more effective email campaigns.
Every Thursday in November, we’re going to take a close look at one of the key elements of marketing emails. We’ll compare how you can optimize them now with what you’ll be able to do going forward, using physician-level data from your pharma website. Think of it as Back to the Future for pharma marketers.
Back to the Future: Calls to Action
Click-through rates have long been considered the most important email marketing metric. Whether you track total or unique clicks to a landing page or website, or evaluate percent of clicks by device, time from deployment, specialty, or program type, the primary goal is always increasing click-through numbers. The best way to accomplish that is by creating irresistible calls to action (CTAs).
What Works Now
What makes a good CTA? The only real way to measure the effectiveness of a CTA is with A/B testing, but there are several best practices that can improve your conversion rates. These proven guidelines continue to serve pharma marketers well today:
- Keep it short. The most compelling CTAs are just five words or fewer.
- Communicate your value proposition with clear, action-oriented language using words like “register,” “download,” or “request.”
- Create a sense of urgency or time-sensitivity with words like “today” or “now.”
- Place the CTA in a prominent place above the fold.
- Use only one CTA per email. HCPs make decisions all day long; don’t invite inaction by asking them to decide between several CTAs.
In 2017 and beyond, you can use physician-level data from your pharma website to further refine your CTAs and achieve even higher email conversion rates. With our audience identity management tool, you can:
- Identify HCP website visitors who consistently click-through on specific words, such as “reduced admission” or “co-pay cards within.” When you deploy your next savings-related email campaign, segment those physicians by word preference and use each group’s favorite word in your email CTA to elicit a better response.
- Analyze the physicians who view specific website content by specialty to identify previously unknown targets for your product. Then deploy an email to the new group with a CTA that speaks directly to them. For instance, if your website data indicates that allergists have found a new use for your pediatric product, you can write an email CTA related to that therapeutic application.
- Determine where physicians in your target audience most often leave your site. If the duration of their visit is short, this exit point may help identify missing content. For example, if HCPs spend several minutes on your home or products page, but leave your clinical trials page after only a few seconds, perhaps it’s because they didn’t find the content they were looking for. An email CTA asking them to download a new clinical trial is likely to get a good response.
The five principles for effective CTAs outlined above are still important. In the future, though, you can create even more compelling CTAs by using physician-level website data to inform the choices you make about wording, messaging, and the contents of your offer.