Effective email campaigns are constantly evolving, and skilled marketers know how to make improvements based on specific criteria. The most effective tools used in email campaign planning include strategic audience segmentation, campaign testing, and rigorous post-campaign analysis. When these are in play, open and click-thru rates improve. And, like the proverbial tree falling in the forest, if physicians aren't opening your emails and engaging with its rich content, there will be little impact on the business and the revenue goals you are trying to achieve.
Your Email Marketing Success Starts With Segmentation
Pharma companies are inherently data rich companies and have access to detailed information about its client base. In 2014, 85% of digital marketers were segmenting their email audiences, and 38% segment their audiences into more than six categories.
Let’s imagine a campaign targeted to a specific therapeutic class. Now, imagine you created three different versions of the same email to physicians in that class. Using customized messaging means a physician whose practice focuses on one type of procedure would receive a different email than one who focuses on another. Or, how might you create different email messages based on particular prescriber behavior? Segmenting at this level of detail improves relevance and, therefore, potential response.
When you’re able to target messages to specific audiences in the healthcare field, you should start seeing increased metrics across the board. MailChimp found that segmenting alone increased the average open rate by almost 15%.Of course, segmenting also helps you spot-check what content works and doesn’t. It’s easy to spot which segments aren’t responding to your email marketing, which adds extra flexibility to change the content or frequency of email sends.
Email Testing Needs to Go Deeper Than Content
While your content goes a long way toward driving traffic to your website and generating more sales, it's also helpful to consider the little details that could be affecting your open rates such as day of the week and time of the day. Emails tend to have the highest number of opens when they’re sent during the middle of the week, on Tuesday, Wednesday, or Thursday, although other day/time windows have shown to be very productive depending on the specialties of the target audience.
How important is it to schedule your email marketing campaign during peak hours? Studies have found that 23.8% of all email opens occur within an hour after delivery, and the probability of an email getting opened drops to 8% during the second hour. This means that you could be losing large chunks of your audience by sending emails at odd hours. How do you know that you’ve hit the right day/time window? By measuring open rates over time after deployment against industry benchmarks. There are standards for all industries, including healthcare.
On top of segmenting audiences, physician email marketing takes delivery times, days, and subject lines into consideration. This is where DMD comes in. We run in-line testing within a subgroup of your audience. Within 48 hours, we have the winning combinations for your target audiences. Soon you will know when your targeted group of physicians is most likely to interact with your emails, and you can send them accordingly.
Great Email Marketing Comes With Deep Analytic Use
You may think your physician email marketing campaign is a smashing success, but how deep are you looking into your analytics? For example, if you are publishing a newsletter, you might boast a subscriber base of 7,000, but will only see an open rate in the double digits. These vanity metrics make your newsletter look good, but they don’t help your bottom line.
Open rates can be a vanity metric when you compare them to click-through rates, because CTR is more valuable to drive readers to your site (and ultimately, to conversions). After that, pharmaceutical providers can look at their conversion rates and cost of exposure, cost of engagement, and cost of conversion. The best way to measure email marketing success is by knowing exactly how much your campaign contributed to your outcome.
Considering 44% of email recipients made at least one buying decision from a promotional email last year, it’s a good idea to invest in email marketing and do it well. By utilizing effective micro-marketing to reach your audience at the best time and day (and with the best message), you’re sure to watch your business grow.