Email RX - Effective Email for Healthcare Marketers

Email Marketing RX: More Effective Email for Healthcare Marketers

Healthcare email marketing is an easy and efficient way to keep in contact with prospects and clients to grow your business.

You can deliver beautifully designed messaging at optimal times to reach your targets more effectively. With digital marketing constantly evolving, an improved approach to your email practices can help boost your overall marketing program and nurture leads to conversion.

A solid healthcare digital marketing strategy needs a strong email strategy. Unlike conversational emails you send out to personal contacts in your casual communications, email marketing can target thousands of inboxes, while maintaining the feeling of one-to-one communication. It’s an easy way to educate a large audience about your company and its services. It can also drive traffic to specific points on your website or landing pages, direct people to your social media channels, educate and inform prospective buyers with content, help you stay top of mind, build credibility, and establish thought leadership.

The world of email marketing has changed. Mobile devices have taken over desktop email opens in just the past year. According to data from the US Consumer Device Preference Report: Q4 2013 from Movable Ink, 65% of emails are opened on mobile devices in the U.S.

Email messages require succinct messaging that quickly gets your point across. Your email recipients receive hundreds, if not thousands, of promotional materials a day. It is incredibly easy to be lost in the noise before people have a chance to click open. People are looking for emails that speak to them personally and draw them in with a compelling subject line.
How can you get the most out of email for your business? Here are 5 tips for effective healthcare marketing:

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1. Know your audience’s inbox habits to unlock opportunities for better conversion.

Consistent email marketing with proper A/B testing, and a little scientific process can pinpoint an optimum time to reach an inbox. There are a few general assumptions that are proven true that correlate with work habits. Monday mornings have the highest open rate, but Thursday afternoons have the most click-through rate since most are seeking distraction from their week.

2. Earn your email marketing list.

Audiences are more likely to open an email from a source they have opted into rather than a random source. You’ll waste less time figuring out your messaging and strategy when you have an audience that matches your target market from your opt-in process.

3. Don’t become overly obsessed with the size of your email list.

If you’re maintaining a database with thousands of contacts, it’s easy to have a few dead emails. When people change companies or switch email addresses, these inactive contacts can skew your results and provide an inaccurate view of your open rates. Detoxing your list of invalid addresses and irrelevant receivers helps nourish positive reports. It is better to focus on those who show they care about what you have to offer.

4. Write better subject lines.

The subject line is just the tip of the iceberg, rather than a small preview. It’s more than likely to be the only thing that your audience sees while the rest of your message is buried out-of-sight. Being up front about your message and what you want can entice a reader to learn more and increase open rates. It is also the first thing tracked by spam algorithms. An awareness of trigger words can help your email successfully pass through inbox security and keep it out of the spam folder.

5. Who the email is from is important.

A person’s name can be friendly and approachable, but having a corporate email account can make an email feel more secure and official. The right sender for your audience likely depends on your brand personality and target market. Who would your audience rather read an email from?

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  1. […] marketing, building a database of emails is your “currency,” because you can use email marketing as a lead nurturing and sales tool. This can be done in compliance with HIPAA as long as you […]

  2. […] needs. For example, with a marketing automation program, you could schedule multiple tracks of emails to different segments. For the existing EHR users, email content could provide users with […]

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