As we look towards the second half of 2019 and beyond, it’s important to look back at some of the changes—both positive and negative—that have already been made in email marketing just this year. Even if you’ve been adhering to traditional “best practices,” this new information requires a thorough review of your digital marketing tactics.
Balancing Obstacles and Innovations
Optimal email marketing is achieved by finding balance amidst the obstacles and innovations constantly disrupting the channel—and there are plenty. For example, the “big four” in webmail providers (Gmail, Yahoo, Hotmail and AOL) have all instituted filter updates which favor social emails over the previous determinant: sender reputation. This shift is making it even more difficult for companies to get promotional emails in front of their target audiences.
Email marketers need to be able to adapt and adopt to the changes—and quickly.
While proper list hygiene has always been necessary for favorable deliverability, with these developments it becomes even more crucial for ensuring you’re focusing on subscribers who are warmly engaging with your communications—and also taking steps to keep them engaged—which leads me to the innovation side of things.
Advancements in identifying physicians’ preferences for the type of content most meaningful to them are increasing the likelihood of high-quality engagements with your target audiences. This is also true of the ability to hone in on delivery preferences (day/time of day). Send time optimization (STO) analyzes your physician subscribers’ behavior and identifies the times they are most responsive—independent of time zone, language, or region.
Adapting and Adopting to the Changes
This new information requires a thorough review of your digital marketing tactics.
To strike a healthy balance between these types of challenges and opportunities, email marketers need to be able to adapt and adopt to them—and quickly. To expedite adherence, we’re offering another webinar installation that will illustrate how healthcare marketers can stay on top of both the disruptive changes and continual expansion of innovations.
During the webinar, I’ll discuss:
- Changes made by email service providers (ESPs), causing critical interruptions to today’s email campaigns
- Finding the right balance of email in the current landscape—identifying when your campaign is not delivering enough, or delivering too much
- How to incorporate both existing and new strategies to improve the visibility of your email
- Innovations healthcare marketers need to take note of, such as Send Time Optimization
With the rapidly evolving state of the email marketing landscape, there’s no time to fall behind and risk the consequences of doing so.