Email Marketing in Healthcare

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Does your healthcare business effectively market to customers? Email marketing is beneficial for your healthcare business because it not only allows email users to become aware of your services, but it will also allow you to capture data and further inform users of your business.

According to Direct Marketing Association, there will be an estimated 244.5 million email users by the end of 2017.

Email marketing is a cost-effective communication tool to reach healthcare patients, caregivers, doctors, and other medical professionals. Depending on what your healthcare business provides, you could send e-newsletters with information on your facility and services, reminders for upcoming appointments, or dates for clinics and special events.

Your healthcare business is more likely to get a click-through from an email that your company sent out than from a company tweet. However, to effectively market by email, it is beneficial to remember the following tips:

1. Personalize Your Content

Personalized subject lines increase the likelihood that your emails will be opened. The first thing that each email user will see from your company’s email is the subject line. It is crucial that each email sent out contains an interesting subject line, inviting the user to open the email. Second, give each email user a face. Customers want to be acknowledged by their names rather than a bullet point on a large list.

2. Segment Your Email Messages

Email campaigns that send out segmented content are more likely to have its emails opened. Email messages are more effective when they are relevant to users. For example, you can segment your audience to receive content that is relevant to their age or what they are looking for in the healthcare industry. Split your email lists by relevancy and create content related to each audience for better overall results.

3. Be Creative, But Clear

There is nothing wrong with sending out a well-designed email to your customers. In fact, an email with minimal text and more images helps to give your email a higher engagement rate.

However, it is important to remember that the overall creative should be built around the content message. Before sending out an email, make sure that your message is clear throughout the email. Avoid using complicated text that may need interpretation. Instead, give clear instructions on the intention of the email, such as confirming an appointment or information about what your health care services your business offers.

4. Create a Mobile-Friendly Experience

The emails that your company sends out need to be compatible across all platforms. Diagnostic Imaging found that 54% of emails were opened via cell phone in 2016. Therefore, sending emails that are mobile-friendly allows users to stay connected to your healthcare business anytime, anywhere.

5. Evaluate

Email marketing is an efficient way to bring information to your audience and to drive traffic to your company website. However, don’t forget to track email marketing data such as open-rate and the traffic that was directed to your website via email in order to adjust your email marketing strategy. Make sure that each email is informative to the subscriber and that you do not over-email. Otherwise, you face the consequence of earning a higher unsubscribe rate.

At BTA, our expertise is layered with strategy and innovation to offer our clients the ability to discover and capture customers at every stage of the purchase funnel. If you are in need of email marketing expertise or other marketing insights, please contact BlaineTurner Advertising.

 

Resources:

Campaign Monitor. The Future of Email Marketing is Here and It’s Personalized.

Diagnostic Imaging. 8 Ways to Improve Healthcare Email Marketing.

Forbes. 7 Email Marketing Tips for Marketers.

Net Atlantic. Healthcare.

V12 Data. 50 Statistics on the Latest Marketing Trends and Strategies for 2017.

 

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