If you’ve visited Walt Disney World, you know that Disney excels at providing highly personalized experiences for guests. In the Magic Kingdom alone, there are seven specialized areas—all with different themes and features to appeal to different ages and interests. This careful segmentation helps people navigate the theme park efficiently. It’s also a large part of what keeps them coming back.
Email marketing isn’t so different. It, too, requires a personalized touch for best results. That’s where email segmentation can be quite effective. This approach makes it easier to form strong relationships with recipients by getting more personal with your messages.
Being Selective Pays Off
The most accomplished pharma email marketing campaigns today incorporate an authenticated, twice opted-in, updated daily email database of HCPs. But the list is just a starting point that needs to be carefully honed for best results. Savvy marketers recognize the need to go deeper.
This can be done by grouping HCPs by specific attributes, specialties, and prescribing habits. Such email segmentation also allows marketers to tailor their messages to appeal to recipients’ specific interests. Over time, this may help form a much deeper—and more meaningful—connection.
Three Steps to Email Segmentation Success
Even the most professionally executed campaigns are only as good as the quality of the lists being used.
If you want to use segmentation to maximize your email list potential, consider these three lessons learned by pharma marketers:
1. Use reliable sources
Even the most professionally executed campaigns are only as good as the quality of the lists being used. Therefore, it’s important to work with an email provider you trust. Look for a company with the following characteristics:
- A database capturing 90 percent or more of physicians
- Fully verified email addresses
- 100 percent opted-in HCPs
- Addresses updated daily
2. Group lists by specialty
Consider that the messages you send to primary care physicians will likely be different than those you send to specialists. This means you need reliable data to overlay on top of your database. This will allow you to identify the sub groups you want to reach with your messages.
When creating these specialized groups, consider elements such as geographic location, education, job descriptions, and prescribing habits. These can paint a clear picture of who you want to target with your campaign.
3. Track your efforts
Email segmentation allows marketers to tailor their messages to appeal to recipients’ specific interests.
Take the time to measure your success and make any necessary corrections before you send your next round of messages. This provides an organized way to track your results. Insights gleaned from email segmentation can also help you refine your strategy for the next phase of your marketing efforts.
Follow Disney’s Lead
Using the right database and insights to guide you, you can take a page from Disney’s handbook and create a personalized experience for every HCP on your lists. With any luck, your target HCPs will continue to come back for more — opening and engaging with your emails on many subsequent deployments.