The rise of digital communications means our inboxes are fuller than ever. Think back to the overwhelm of Black Friday and Cyber Monday, when it seemed every single entity you’d ever given your email address to (and maybe some you didn’t) was emailing with some sort of offer. While those are exceptionally frantic days, using email as a regular means of communication will continue to grow.
How can you ensure your emails stand out in your healthcare providers’ overflowing inboxes? It starts with providing value. Doing so will condition your physicians to recognize your messages as important and worthwhile.
It starts with providing value
The content you deliver should be of known interest to your target audience, based on their specialty or past digital activity and engagement. For example, this could be information that helps advance a provider’s practice, such as emerging research or continuing education opportunities. Or, it may be details about new ways a provider can meet the growing healthcare needs of patients, like telemedicine.
Further Improve Campaign Results With These Four Best Practices
The content is important, of course. But there are a few logistical best practices when it comes to campaign deployment:
Preferred email address. Many healthcare providers maintain multiple email addresses (office, alumni affiliation, home/personal). Make sure you’re using the one preferred by the provider—something only a high-quality database will be able to determine. Interestingly enough, physicians often prefer to receive communications to their personal email accounts.
Enticing subject line. Your subject line has to grab the recipient’s attention right away or risk getting lost amidst all the other competing communications. Character count is important—we advise keeping to under 50—but the messaging also has to be meaningful.
By providing relevant, valuable information, your emails will gain prominence, despite the deluge
Supporting preheader. Your preheader should support the subject line but not simply repeat it. Use this copy as a vehicle to expand upon the subject line and offer a little more detail as to what the email contains.
Timely deployment. It’s important to incorporate open trends when determining a deployment schedule, so you can send when your healthcare provider audience is most likely to engage with your emails (day of week, time of day). Some specialties, such as ER surgeon, will likely present a differing trend than a GP.
Again, think about your own inbox and how smothering it can seem. By providing relevant, valuable information—and doing so with these best practices in mind—your emails will gain prominence, despite the deluge.
For more details about these email practices and how to improve your campaign results, check out this quick, informative video.