4 Email Marketing Practices Healthcare Marketers Can Deploy in 2018

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.

Autoresponders – The Secret Tool of Successful Internet Marketers

Autoresponders automatically send a sequence of pre-written promotional or educational emails based on a schedule that you set. Autoresponders also track the clicks and user activity in the body of the email. Successful internet marketers use autoresponders to automate their online business.

Whenever an internet marketer wants to drive sales to their new product or services, they will send an email to their list of customers and introduce their new product or service. Most of their subscribers in the email list, if they have built a relationship with them, will usually make a purchase within the first email or two. The rest of the email subscribers will receive a different set of emails that are custom created to increase their buying temperature. These subscribers require some time to build their interest and trust (as well as motivation) to invest their money in what the internet marketer is trying to sell.

Autoresponders make it easy for an internet marketer to add his large number of prospects to the autoresponders email list. It is also possible to build a huge email list when subscribers opt-in to their email list. Autoresponders will help the internet marketers to understand what motivates their subscribers to take action. Once the internet marketer separates his subscribers into different groups, it is easier for him/her to send custom emails to different groups. The subscribers in some group may purchase any product hearing the initial hype around the product. Some other subscribers are looking how to get things that cost little or no money.

If you are new to autoresponders, then try investing in an autoresponder service like aweber.com or GetResponse.com. You can always get technical assistance once you are a paid customer (most will offer limited technical support to the free trial offers as well – because they want you to become a paid subscriber)! The customer service representative will guide you step-by-step manner in how to set up your subscriber list and initial campaigns.

These autoresponder services will also have tons of videos that will teach you a lot about email marketing. Make sure you ask the customer support for any upcoming webinar training related to email marketing they are hosting. The autoresponder services conduct webinar training almost every month and it’s a great opportunity to learn more about interment marketing and email marketing.

Most people will not give out their email addresses like in the past, so you need to deliver your customers something valuable in exchange for their emails. If a person is looking for weight loss tips, then offer them on an informative video or e-book entitled, “Loose 2 pounds every week by drinking homemade juice every morning” or something similar. You need to offer something that sounds easy for them to do with fantastic results. NOTE: be truthful in your claims! Do not offer an outrageous claim for success. Something like, “Take this one pill every night, sleep 18 hours per day and lose 900 pounds in one month – guaranteed!” You will look silly; you will look like you are lying (which you are) and you will probably find yourself in trouble with the authorities at some point in the near future!

If you are offering a solution that is easy for the customer to implement right now and the customer (who is over weight) sees the potential in your product (because he/she want to cut down their weight as soon as possible with very less effort), you might convince them to give your product a try.

This means you need to have an effective opt-in page for your new customers. In order to do this, you should do your research in your niche and find out what drives them; what their greatest need is; what the motivation is in even searching for your product. Once you know what drives them, you can use the knowledge you learn to help sell your product to them. Remember, you MUST deliver value to your client. If you do not deliver value to your client (or what your client perceives is value), you will soon be facing many refunds and your reputation will be ruined.

Make sure the first email you send to your potential customer is always informative and helps solve the problem he/she is facing. Craft your first 2 emails in a way the reader would find that you are genuinely trying to help them. In you third email write about the product that you are selling. If you are an affiliate of the product then you should always make your own mini sales page, because the sales pages of the product owners are often generalized to cater to customers in a broad niche. If you are able to find core problems the customers are facing, then create a mini sales page and concentrate your sales letter on only that problem. Once they opt-in to your email list, send them to the sales page of the affiliate product you are promoting.

To be successful in internet marketing you need to constantly improve your traffic sources and find new ones. You also need to learn to write your emails in such a manner to generate trust and respect in the eyes of your clients; generate interest in your product and get your potential customer ready to make a purchase of your product or services.

Remember this one rule: ALWAYS deliver value for your client FIRST! Only then will you be rewarded financially in the end. If you focus on the money aspect first – you will, most of the time, lose what you were seeking to accomplish.