I love a good road trip. As a father of four, I realize there are a lot of moving parts when we all pile into the car—the vehicle itself, the driver, a tuned-up engine, and guidance to our destination via a trusty GPS. These necessary parts provide a helpful analogy to all the components involved in an email deployment.
In this video, I break down how each element plays an integral part.
If both are strong, they’ll turbo-charge your deployment
Vehicle: Your physician email database is the structure which will take you on the “trip” to physicians’ inboxes.
Driver: Email content takes the wheel, including the topics covered and any graphics.
Key/Engine: In order to get on the road, you need to fire up the engine. This comes in the form of the subject line and preheader. If both are strong, they’ll turbo-charge your deployment.
Destination: A road trip isn’t a road trip without a destination. In this case, the destination is where you’re guiding physicians with your call to action (CTA) —the landing page.
GPS: Without proper navigation, you could end up in an undesirable place. In email marketing terms, the spam folder. It’s important to work with a trusted sender or email service provider in order to avoid straying from your path.
Without proper navigation, you could end up in an undesirable place
If the subject line, preheader, content of the email, CTA, or the website you’re driving physicians to are not all relevant and valuable, it’s going to be a rough trip. And, if your database—your vehicle—is a rundown piece of junk, or is under some sort of recall, you could end up spending a lot of money to never even make it to your destination.
Check out the video to learn how we’ve helped countless healthcare marketers make it safely along their route and ensure successful trips, every time. There’s also a short exercise at the end to highlight why optimizing for mobile and using a high-quality email database are both crucial in your campaign efforts.