The drive for increased personalization in marketing, regardless of industry, means those on the receiving end of marketing messages have become more fastidious of where they devote their attention. Email messaging that lacks relevance will likely fall to the bottom of a healthcare provider’s digital mail pile, while communications that provide timely, meaningful information rise to the top.
So, anytime you can learn more about your healthcare provider audience—and thus tailor messaging accordingly—you should never pass up that opportunity. Email testing is one of the most helpful ways to accomplish this.
Gathering Valuable Intel
Anytime you can learn more about your healthcare provider audience, you should never pass up that opportunity
Testing different variables with each deployment helps you discover valuable intelligence for the next send, and the send after that. Even if the insight gained seems miniscule, you’re continually building your knowledge base. As a result, you increase the amount of opens or clicks of subsequent sends.
The variables tested can involve any part of your email. These are just a few commonly-tested components:
- Subject lines and preheaders (or a combination of the two)
- Content length and type of content
- Graphic-to-text ratio
- Calls to action, including placement and color
A methodical testing strategy teases out the differences in how segments respond to the content put in front of them. This helps you design more compelling content for these segments moving forward.
Even if the insight gained seems miniscule, you’re continually building your knowledge base
Check out the video below to learn why email testing is so important—and how it can help you build more effective deployments. And, there’s a fun experiment at the end to give you an idea just how impactful testing can be for improving engagement.