{"id":3643,"date":"2016-08-03T17:00:24","date_gmt":"2016-08-03T17:00:24","guid":{"rendered":"http:\/\/www.bluenovius.com\/?p=3643"},"modified":"2023-03-03T12:44:50","modified_gmt":"2023-03-03T11:44:50","slug":"5-steps-for-optimizing-email-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/emailmarketing\/5-steps-for-optimizing-email-marketing-campaigns\/","title":{"rendered":"Email Pharma Marketing: 5 Steps for Optimizing Email Marketing Campaigns"},"content":{"rendered":"\n
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\u201cAn email marketing campaign without an optimization strategy is like a misfired <\/em>bullet. It can go anywhere.\u201d<\/em><\/p>\n\n\n\n

Sometimes, when your business is doing really well, it\u2019s really hard to understand the need for an optimization strategy.<\/p>\n\n\n\n

In fact, when I talk to pharma marketers about optimizing their email marketing campaign, they often defend it with statements, like, \u201cIf it\u2019s working fine, why should we optimize?\u201d, or \u201cIf it\u2019s not broken, why should we fix it?\u201d<\/p>\n\n\n\n

It\u2019s great that your business is doing well, but, then, don\u2019t you want to push it to the next level? Don\u2019t you want to grow your market? If you\u2019re not optimizing, you\u2019re simply missing out on more possible converts.<\/p>\n\n\n\n

I understand your temptation to resist change when things are going great, but then again I think the only time a business should optimize is when they\u2019re doing well because that\u2019s when it can afford to be wrong<\/em>. That\u2019s when you have far less to lose, and much more to gain.<\/p>\n\n\n\n

Optimizing email marketing campaigns would help you in gaining much more user insights and in achieving a higher level of market traction.<\/u><\/p>\n\n\n\n

Want to compel physicians to read your emails when they have 20 other emails waiting in their inboxes? Want them to visit your website and check out your offerings, when they have a million other things in their mind?<\/p>\n\n\n\n

Email optimization is the answer.<\/p>\n\n\n\n

Now, I understand that the term optimization<\/em> may sound like one hell of rocket science, but trust me, it\u2019s far from that.<\/p>\n\n\n\n

Email optimization is all about taking a few baby steps in the right direction.<\/p>\n\n\n\n

I\u2019m sharing a few strategies for optimizing your email marketing campaigns that would really take your emails to the next level. Trust me. The changes may seem small, but you\u2019ll be amazed to know how far a small change can really go.<\/p>\n\n\n\n

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1. Subject Line– First impression matters<\/h2>\n\n\n\n
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\"optimizing<\/figure><\/div>\n\n\n
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According to stats compiled by SalesForce, over 64% of recipients open their emails based on the subject line of the email. On average, your brain takes less than three seconds to decide whether to open an email or not.<\/p>\n\n\n\n

Not surprising at all, right?<\/p>\n\n\n\n

I mean, in a world where there\u2019s an overload of digital information, who has time for reading every email they receive? Well, certainly not healthcare professionals.<\/p>\n\n\n\n

That\u2019s the reason why the subject line matters.<\/p>\n\n\n\n

When you have the right opening line, your job is half-done. If you can intrigue healthcare professionals with a compelling, clear, and concise subject line, they would be forced to read it further.<\/p>\n\n\n\n

As a rule of thumb, use subject lines to tell<\/em>, and not sell<\/em><\/strong>. If you spill out all the beans in the subject line itself, no one will be interested in opening an email. Even worse, you may end up in the spam folder if you try to oversell yourself.<\/p>\n\n\n\n

Another useful tip is to use actionable language<\/strong> in the subject line, like, \u201cJoin the best xxx\u201d or \u201cRegister now to xxx\u201d or \u201cGet your free xxx\u201d, whenever possible. Make it compelling enough so that the reader would want to know more by opening that email.<\/p>\n\n\n\n

And lastly, It\u2019s important to stay consistent<\/strong> with the subject line. Your content should do justice to your subject line, and should not be a \u2018bait-and-win\u2019 tactic.<\/p>\n\n\n\n

Bottom line: <\/strong>Write a subject line that\u2019s crisp, clear, consistent, and compelling. Do not over-promise and don\u2019t try to be persuasive. Just put down the facts as directly as possible. And remember not to reveal everything in the title. Always leave the readers wanting more<\/em>.<\/p>\n\n\n\n

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2. Personalize your Messages<\/h3>\n\n\n\n
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Over the past few years,  I have talked to numerous healthcare professionals, soliciting them about the effectiveness of digital channels in pharma branding, and how they perceive online interactions.<\/p>\n\n\n\n

It made me understand how they perceive the digital world and what channels they find valuable.<\/p>\n\n\n\n

One of my fascinating findings was the manner in which a healthcare professional managed his mailbox, because, you know, it\u2019s always FULL. Since they don\u2019t have time to scroll down and read every message, they tend to prioritize emails. And the ones they normally picked had a touch of personalization<\/em>.<\/p>\n\n\n\n

In fact, one of the topmost reasons why most healthcare professionals unsubscribe or mark emails as spam is simply because they find them irrelevant<\/strong>.<\/p>\n\n\n\n

Let\u2019s understand this behavior a little more comprehensively.<\/p>\n\n\n\n

The reason why most healthcare professionals don\u2019t feel too excited about reading or opening an email is that pharma brands don\u2019t personalize emails with relevant user-specific information. Most healthcare professionals ignore emails stuffed with generic jibber-jabber.<\/p>\n\n\n\n

I think it\u2019s a fair point. If you don\u2019t understand your readers\u2019 pain points, how can you expect your readers to be inquisitive about what you\u2019ve to offer?<\/p>\n\n\n\n

Personalizing your emails is all about getting into the shoes of your target audience.<\/p>\n\n\n\n

Personalization goes far beyond just putting down a healthcare professional\u2019s name in the email. It\u2019s about using behavioral, demographic, and statistical data to create a compelling copy. Use his clinic\u2019s location to offer nearby preferences. Use the data from previous e-detailing interactions to supplement the information that he would find interesting. Take cues from his website usage patterns– look at the pages he visited often, or the topics he spent more time on.<\/p>\n\n\n\n

Bottom line: <\/strong>Use all the available pieces of information to make the email as personalized as possible. That\u2019s the key to striking the right<\/em> chord.<\/p>\n\n\n\n

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3. Less Text, More Action<\/h3>\n\n\n\n
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This goes without explanation.<\/p>\n\n\n\n

No one has time to read comprehensive essays and really long emails. You need to cut it short.<\/p>\n\n\n\n

Ideally, your email should not contain more than 7-8 sentences and should be optimized around a unique \u2018Call-to-Action\u2019 button.<\/p>\n\n\n\n

What I mean by a \u2018Call-to-Action\u2019\u2019 button is any form of interaction that you want to receive from healthcare professionals. It can be anything that converts– like \u201cLogin \u201d, \u201cRegister now\u201d, \u201cView More Information\u201d, or \u201cSign up for the free newsletter\u201d.<\/p>\n\n\n\n

Every email should have at least one easily identifiable \u2018Call-to-Action\u2019 button.<\/p>\n\n\n\n

Educate your target audience and move them through your sales funnel. And the simplest way to do that is by offering a unique and easy-to-understand \u2018Call-to-Action\u2019 button.<\/p>\n\n\n\n

Bottom line: <\/strong>Have at least one \u2018Call-to-Action\u2019 button in your email that converts.<\/p>\n\n\n\n

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4. Write the right way<\/h3>\n\n\n\n
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When all is said and done, the heart and soul of your email are content. Needless to say, it\u2019s very important that you deliver it with the right tone, language, and layout.<\/p>\n\n\n\n

Here are a few tips to help you write the right way:<\/p>\n\n\n\n