Extracting the benefits of email is only possible when you know how and when to use it. Generic emails that are sent to all the customers on your list get you nowhere. That’s a given, so even in 2018, the importance of personalized and targeted email campaigns will continue to be for the B2B and B2C industry.
So far all the industry experts have talked about the tips or guidelines on how to create a compelling email marketing campaign in different ways and on various platforms. But, only a few have shared the strident reality that many email marketers are unaware of. Email marketing isn’t just about creating an email with a compelling subject, unique content, and an attractive template design. Instead, it’s more about addressing your needs from the comfort and privacy of your inbox.
Here are four practices that can set your healthcare email campaigns on the right track in 2018.
Think from the reader’s point of view
Before ushering in your target audience’s inbox with high-frequency messages, consider the fact that their inboxes might already be full of emails from other healthcare providers. It adds to their grief as they are already tired of going through numerous promotional emails over the past few months. Take some time and think what would happen if the same thing happened to you that you would feel? You’d get irritated, right?
The same emotions also run through your reader’s mind. Don’t forget that your readers are patients, healthcare professionals, and medical executives. Sending emails quite frequently can force your subscribers to doctors, nurses, C-level executives, and other medical specialists who are busy providing quality unsubscribe care.
First, give them time to clean up their existing overflowing inbox and make room for new emails to come in. Sending messages to the crowded inbox will not help you as your emails will be lost in such environment. Think and act smart while respecting the privacy, time and availability of your readers to run your campaigns. By doing so, you will only end up damaging your brand reputation and customer trust.
Offer value before applying for business
Of course, you are here to get more visitors for your medical practice or buyers for your medical devices and equipment. But in the name of business communication, you just can’t stoop to end up ruining your brand’s impression among healthcare customers. The rule has remained the same over the years and even in 2018 it will continue to prevail, but unfortunately only in the mind, as its application is hardly seen among healthcare email marketers. The logic is simple before asking subscribers to buy from you or forcing them to subscribe to your service or newsletter, give them something valuable that will encourage them to opt for your product. This can be done by offering a free download of a healthcare whitepaper or market guide, a discount coupon, a free trial, or a gift.
Don’t be too rigorous with your marketing tricks, as sending too many emails or forcing potential customers to sign up for emails from your brand can lead to your emails being marked as spam. Make sure you offer value to your customers, and then expect the same in return.
Create contextual content around the CTA
Asking too much in advance from customers is not a good idea. Just be brief in your call (s) to action (CTA) and be sure to create email content that is practical and inspiring so that it urges your readers to click the website link or fill out the form. consultation as a sign of your interest in knowing more. Remember to create context-based content that resonates with the needs of your potential customers, encouraging them to take action on behalf of your healthcare business.
Have your plan ready
It may seem too early, but often having this thought delays your decision-making process in the time of need. There is nothing wrong with being prepared. As the New Year has already begun, keeping email marketing plans ready for the year is indeed a smart move.
However, many medical marketers ignore the importance of having a to-do list on hand from the beginning of the year, preferring to tackle challenges as they arise. But in this rapidly evolving healthcare industry where competition increases every day, waiting for the opportunity is not at all a good idea. Marketers must come up with a solid email strategy to make their presence felt amid the chaos.
It is true that you cannot predict things, but in the field of email marketing, your success depends on how well you anticipate future market trends and are equipped to address them.
Review last year’s metrics to review the performance of your healthcare email marketing campaigns, and based on that, assess what worked and what didn’t for your healthcare business or medical practice. A look back is sure to help you succeed with your marketing campaign aimed at healthcare professionals in the days to come.
The last word
Ring in the New Year with a bang and don’t forget to experiment with your marketing strategies. Be open to innovations and make way for the adoption of advanced technologies and tools that can generate the chances of success.
