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Ripping the benefits of email is possible only when you know how to use it and when to use it. Generic emails sent to all customers on your list gets you nowhere. That’s a fact, and so even in 2018, the significance of personalised and targeted email campaigns will continue to remain for both B2B and B2C industry.
So far, every industry expert has spoken about the tips or guidelines on how to craft a compelling email marketing campaign in different ways and on various platforms. But, only a few have shared the strident reality which many email marketers are unaware of. Email marketing is not just about crafting an email with a catchy subject line, unique content, and an attractive template design. Instead, it’s more about addressing their needs right at the comfort and privacy of their inbox.
Here are four practices that can set your healthcare email campaigns on the right path in 2018.
Think from the Reader’s Point of View
Before ushering your targeted audience’s inbox with high- frequency messages, consider the fact that their inboxes might already be filled with emails from other healthcare providers. It adds to their woe as they are already tired of going through numerous promotional emails during the last couple of months. Take some time and think what if the same happens to you how you would feel? You would get irritated, right?
The same emotions run through your reader’s mind too. Don’t forget that your readers are patients, healthcare professionals, and medical executives. Sending emails quite often may compel your subscribers like physicians, nurses, C-level executives and other medical specialists who are busy in delivering quality care to unsubscribe.
Firstly, give them time to clear their existing brimming inbox and create space for new emails to come in. Delivering messages to the crowded inbox will be of no help to you as your emails will get lost in such an environment. Think and act smart, and at the same time respect your reader’s privacy, time and availability to go through your campaigns. By doing so, you will only end up damaging your brand’s reputation and customer trust.
Offer Value Before You Ask 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 the business communication, you just can’t stoop low to end up spoiling your brand’s impression among health customers. The rule has been same over the years, and even in 2018, it will continue prevailing 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 compel them to sign up for your service or newsletter, give them something valuable that will encourage them to opt for your product. This could be done either by offering a free download of a healthcare whitepaper or a market guide, a discount coupon, free trial or a freebie.
Don’t be too rigorous with your marketing gimmicks as sending too many emails or forcing prospects to subscribe to receive emails from your brand may result in getting your emails marked as spam. Make sure to deliver value to your customers and then expect the same in return.
Build Contextual Content around CTA
Asking too much up front to customers is not a good idea. Just be succinct in your call(s) to action (CTA) and ensure to craft actionable and inspiring email content so that it urges your readers to click on the website link or fill up the inquiry form as a sign of their interest to know more. Remember to build context-based content that resonates with your potential customer’s needs, encouraging them to take action in favor of your healthcare business.
Have your Plan Ready
It may sound too early but often having this thought delays your decision-making process at the time of need. There is nothing wrong to be prepared. As the New Year has already started, 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 in hand from the beginning of the year as they prefer addressing challenges as they come. But in this fast evolving healthcare industry where competition is soaring up every day, waiting for the opportunity to come is not at all a good idea. Marketers need to come out with a robust email strategy to make their presence felt amidst the chaos.
It’s true that one cannot predict things, but in the field of email marketing, your success depends on how well you anticipate the future market trends and be equipped to address them.
Have a check on your last year’s metrics to review the performance of your healthcare email marketing campaigns and based on that evaluate what worked great and what not for your medical practice or healthcare business. A look back into the past will surely help you succeed with your marketing campaign targeting healthcare professionals in the 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 embracing advanced technologies and tools that can trigger the chances of your success.