Developing and scheduling a successful healthcare email marketing campaign has its challenges, mainly because a healthcare audience can be very diverse. If you consider all the different types of visitors that sign up for health tips and tricks, from patients with hearing problems through to healthcare professionals, it can be daunting attempting to target each customer with the right content. You can have the most fantastic content in the healthcare industry, but unless you are sending that content to the right people, it can go unnoticed. This is why segmentation and testing are vital to your email marketing campaigns. Find out why and how to utilize this strategy in this article.
Understanding your audience is the first step in any effective marketing campaign and even more so for the healthcare industry. You don't want to target a young 26 year old with an article about bladder control aimed at geriatrics. Unfortunately for healthcare marketers, the types of audience personas can be vast and there is always that curveball that a user may be looking up information on behalf of someone else. Ways to help target visitors to your website more efficiently is to give them options when they sign up to receive emails. This way you can group email subscribers into age brackets, geography and or interests. Additionally, it is a good idea to track what content they open in your email campaigns and group them based on this data so you can target them with relevant information. Collect as much data as you can on each user and then use that data to personalize their experience.
In a recent article released by Mailchimp, a segmented email campaign is likely to drive a 14% higher open rate and a 60% higher click rate than a non-segmented campaign. Segmentation ensures that you are targeting the right users with relevant information to them. There are several reasons why segmentation is so important to the healthcare industry:
For example, your healthcare group could build out a healthy living email campaign for families, designed to encourage families to adopt better habits via recipe and weekend activity ideas. The user journey can be based on the articles they read from the first email campaign that then pushed them through a user funnel all the way to a conversion. That conversion could be a download, share, book an appointment or selfie on their Instagram account. Marketers can use many different data services to decipher how to target users appropriately.
With the overwhelming amount of content lying in email inboxes each morning waiting for recipients to seep through, it is ever more important to create engaging, personalized content to catch user's attention. There are two main rules of email marketing:
There are some ways you can help to capture users attention.
Testing any campaign is important to determine success. A/B testing your email campaigns is a great way to test open rates, click through rates, conversion rates and segmentation success. You can test different placements of a Call to Action button within the email, different colours and different content types. Regular testing of your email campaigns will help to identify any underlying problems that may derail your campaign, such as technical glitches or broken links.
January 29, 2020
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