Pears Book - blog of Pears Health Cyber 

E-mail marketing is one of the most effective ways of addressing your existing and potential customers. The relatively low cost of e-mail marketing (due to applying economy of scale) is not the only advantage of this marketing channel. The other facts in favour of e-mail marketing include: possibility to call for an immediate response and possibility of a very detailed analysis of respondents’ behavior.

 

Did you know that…

 

- more than 70% of patients are turning to the Internet before they turn to doctors for help?
- every month the word „pharmacy„ in Google search engine is entered by almost 6 120 000 users?

 

This means that with suitably selected marketing tools you can reach thousands and thousands of users who would not have to search for the information themselves, but you can serve it directly in front of their eyes, in their e-mail inboxes. Of course it is fair to say that we are assuming you are not going to spam them, but they are going to receive your e-mails based on previous communication and request for information on a given topic. Good targeting and audience knowledge are of course a must.

 

What are the most important rules which make the user open your e-mail?

 

Make your e-mail subject shorter – Shorter subject lines results in dramatically higher open and click rates. Be aware of subject looking like spam – it certainly discourages your customers. So don’t use words such a „free“. 

 

Make your content interesting – If your message is not interesting for your target audience your campaign loses the effect. Very popular types of e-mails in pharma are those with image links to video interview with physicians or other healthcare professionals.

 

Personalize your e-mail – personalized messages results in higher click rates. Make your recipients know who is writing to them.

 

Find the best day to send – statistics show that professional and work related e-mails are most read on Tuesdays and Thursdays. But non work or business e-mails are read the most on Sundays and Mondays.

 

Watch trends – if you want to have modern and interesting e-mails you need to watch out for the latest trends. It is the same as in fashion – a different year, a different style.

Tags: eMarketing