With the rise of social media and the power of video promotion, healthcare marketers have access to an immense number of digital marketing tools that serve to enhance communication. However, email marketing continues to be one of the most commonly used communication methods worldwide. According to Statista, there are nearly 4 billion email users worldwide, and the number is expected to continue to climb. So, how are healthcare marketers strategically using email marketing as a best practice?
There is a lot that goes into sending a successful email. Understanding who an email should go to, when it should be sent, and what should be included in the email are all vital to the effectiveness of an email strategy. Here are three key email strategies all healthcare marketers should follow when sending out an email campaign:
- Timely Topics Are Trendy
Having a clear goal behind an email campaign is an important first step. Healthcare marketers often use emails to promote hospital service lines and physicians. Understanding when it’s a good time to promote a specific service line or doctor is a great way to remain timely and relevant. In healthcare, there are health observances each month that aim to spread awareness about a specific health topic. As marketers, it’s important to be aware of these observances, so that service line emails or physician campaigns can be tied into their respective months. For example, February is national heart health month. In February, it would be strategic for healthcare marketers to send out an email blast promoting important heart health tips from an interventional cardiologist, as well as an interactive link where consumers can schedule an appointment with this doctor.
- Call-to-Action Buttons Are a Must
Call-to-action buttons are buttons that lead consumers somewhere outside of the email. Whether they lead patients to make an appointment with a physician, or to register for an event, CTAs are used to persuade consumers to take the next step in their sales funnel. Some examples of CTAs commonly used in healthcare are “call now”, “make an appointment”, “learn more” or “schedule a consultation”. Not only are marketers able to use the metrics behind the CTA to follow a consumer through their journey, but they are also able to track revenue via click-to-conversion rates.
- Patient Targeting Is Key
Determining the best audience to target with an email is essential to the success of an email campaign. In fact, according to email software company Campaign Monitor, “marketers who use segmented campaigns note as much as a 760% increase in revenue.” For example, only men need a prostate exam, only women aged 40 years and up need a mammogram. So, when would it be okay to send an email promoting a service line to an audience that doesn’t need it? Never!
Ensuring every email has clear goals, timeliness, and a targeted audience contributes to the effectiveness of an email campaign. Ultimately, healthcare marketers are trying to sell a service most people don’t want to buy, so understanding who an email should go to, when it should be sent, and what should be included in the email are vital to sending a successful email in a challenging industry.
Did you enjoy this post? Learn more about how AI is making audience segmentation for emails easier on my last blog post.