Reaping the benefits of email is only possible when you know how to use it and when to use it. Generic emails sent to every customer on your list will get you nowhere. That’s a given, so even in 2018, the importance of personalized and targeted email campaigns will remain 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 stark reality that many email marketers are unaware of. Email marketing is not just about creating an email with a catchy subject line, 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 put 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 may already be full of emails from other healthcare providers. It adds to their problem as they are already tired of receiving numerous promotional emails for the past few months. Take some time and think, what if the same thing happened to you, how would you feel? You would get irritated, right?
The same emotions also go through the mind of the reader. Don’t forget that your readers are patients, healthcare professionals, and medical executives. Sending emails quite frequently can compel your subscribers as doctors, nurses, C-level executives and other medical specialists who are busy providing quality care to disenroll.
First, give them time to clear out their existing overflowing inbox and create space for new emails to arrive. Sending messages to the cluttered inbox will not help you as your emails will get lost in that environment. Think and act smart, while respecting your readers’ privacy, time and availability to run your campaigns. By doing so, you will only end up damaging your brand reputation and customer trust.
Offer value before asking 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 can’t stoop to spoil your brand impression among healthcare customers. The rule has been the same throughout the years, and even in 2018, it will still prevail, but unfortunately only in the mind, as its application is hardly seen among healthcare email marketers. The logic is simple before you ask subscribers to buy from you or force 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 free gift.
Don’t be too hard on your marketing gimmicks, as sending too many emails or forcing potential customers to sign up for emails from your brand can get your emails marked as spam. Make sure you deliver value to your customers, and then expect the same in return.
Create contextual content around the CTA
Asking clients too much in advance is not a good idea. Just be succinct in your call(s) to action (CTA) and make sure to create useful and inspiring email content so that it encourages your readers to click on the website link or fill out the inquiry form. as a sign of your interest in learning more. . Remember to create context-based content that resonates with the needs of your prospects, encouraging them to take action on behalf of your healthcare business.
Have your Plan Ready
It may seem too soon, but often having this thought delays your decision-making process in the moment of need. There is nothing wrong with being prepared. As the New Year has already started, keeping your email marketing plans ready for the year is a smart move.
However, many medical marketers ignore the importance of having a to-do list on hand from the start of the year, preferring to tackle challenges as they arise. But in this rapidly evolving healthcare industry where competition is increasing every day, waiting for opportunity to arrive is not a good idea. Marketers need to come up with a strong email strategy to make their presence felt amid the chaos.
It is true that one 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 deal with them.
Take a look at metrics from the past year to review the performance of your healthcare email marketing campaigns, and based on that, evaluate what worked well and what didn’t for your medical practice or healthcare business. A look back is sure to help you succeed with your marketing campaign targeting healthcare professionals in days to come.
The last word
Welcome 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 unleash the chances of your success.