Physicians prefer email. In fact, 73 percent of physicians cite email as their preferred communication channel. However, that doesn’t automatically guarantee your email will spark engagement. There’s a great deal of strategy that goes into creating email campaigns to not only reach physicians, but also to encourage a positive response.
In this video, I discuss four essential practices for effective deployments.
Subject Lines and Preheaders. Nothing impacts open rates more than a good subject line and preheader. In addition, nothing drives engagement more than having a relevant message. An email with a great subject line, preheader, and well-rendered content that solves a problem, answers a question, or provides insight, is more likely to incite some sort of action. Relevancy is highly influential.
Click-Through Drivers. Three components combine to drive click-through rates: content, calls to action (CTAs), and read rate. For example, a six-second read can increase the click rate by 56 percent.
Relevancy is highly influential
Render Testing. Physicians use many devices for communication. When opening emails, they should have an engaging experience regardless of whether its on their laptop or mobile phone. Make sure your emails render well across mobile, desktop, and varying browsers.
Deployment Testing. If you’re deploying on the same day, at the same time of day, week after week, how do you know if your timing matches when your physicians like to check their email? You could be missing out on the sweet spot for email engagement.
Check out the video for even more tips—and make sure to watch to the end for an easy “assignment” to help you bring these best practices into your organization.