Six seconds isn’t a lot of time, but it’s a crucial cut-off in email marketing. By the time you get to “six Mississippi,” the healthcare provider on the receiving end of your email message has made an important decision: delete or engage.
To ensure you grab your audience's attention in that elusive time frame, there are a few principles to put into practice.
Email Length: Technical and Content Considerations
Six seconds isn’t a lot of time, but it’s a crucial cut-off in email marketing
An email that’s too lengthy is likely to cause physicians to tap out before they really get to the meat of your message. Instead of trying to cover a broad cluster of topics in one email, consider sending more emails with more concise, varied, audience-specific content.
Content is only half the battle in capturing interest. Even emails with compelling messaging can’t stand alone in effectiveness; there are also technical aspects to be aware of. For example, including an excessive amount of images can be problematic, especially for Outlook and Yahoo users. These platforms often block images, so if your messaging relies heavily on graphics, the end user might miss important details. Or, worse, become frustrated with the rendering issues and write you off as a result.
Frequency Matters, but so Does Conditioning
Even emails with valuable messaging can’t stand alone in effectiveness
Striking the balance between sending emails too frequently (and potentially spamming your targets) and sending often enough to keep your targets warm requires a little finesse. The key is making sure your deployments focus on that varied, targeted content which will naturally condition physicians to open and engage with your emails—as opposed to repetitive, tired content that will have the opposite effect. If you mix up your content and create valuable, meaningful communications, the positive response will help you determine an appropriate deployment schedule.
After over 66,000 campaigns, we know what works. Check out this video for more helpful info on determining the most effective length and schedule for emails. Plus, there’s an “assignment” at the end to illustrate how this strategy holds true.