For the healthcare industry, email marketing is an effective way to communicate information about your services to current and prospective customers. From manufacturing processes and new product introductions to policy changes and event announcements, email marketing for healthcare is a convenient way to reach a large number of people with minimal effort and expense.
When used correctly, email is an extremely powerful marketing tool. Not only is it a leading method of communication (3.9 billion people worldwide used email last year), but it also allows you to target a specific audience, reaching the right person at the right time. The key to improving open rates and increasing ROI is personalization. 82% of marketers who used email personalization saw an increase in open rates.
Many people have difficulty navigating the healthcare supply chain. With so many products and services available to the industry, making decisions for hospital purchasing can be confusing. That’s why digital marketing in healthcare is important. Your customers appreciate receiving information to inform, educate, and help them make the best decisions to benefit their business and their end users.
Email marketing is only effective if you reach the right audience. Through custom content and careful planning, your email marketing campaign can engage your readers, generate new leads, and increase your healthcare manufacturing business.
5 Steps to Reaching the Right Audience with Email Marketing for Healthcare
Today’s consumers have come to expect a certain level of personalization. Without customized content, recipients are more likely to delete unread messages – or worse, mark them as spam.
Though highly effective, email personalization only works if you understand your target audience. Here are 5 steps to creating personalized content and reaching the right audience with your email marketing campaigns.
1. Gather the Right Data
Any successful email campaign begins by gathering user data.
Carefully consider the information you want to collect from your audience. After all, your contact list will only be as strong as the information you put into it.
What details about your audience would help you personalize a message for them? Identify those qualifiers and be sure to capture that information in your registration forms.
2. Familiarize Yourself with Your Audience
Take some time to explore your contact list. Note things like company, gender, end users, and manufacturing needs.
Identify which people share commonalities and determine whether you can group them together. Use that information to create personas for your most frequent customers. Use quantitative categories like age and employment as well as qualitative data like behaviors and interests.
3. Use Audience Segmentation
Categorize your audience into like groups. Develop and test messages to them based on their common traits.
Whether you use information you’ve deduced yourself or data you’ve collected through surveys or questionnaires, consider segments like:
- Demographics: Narrow your audience by commonalities such as age, gender, job title, and medical field.
- Consumer cycle: People have different needs based on where they are in their journey with your business. Current customers might like emails about updates to your shipping policies while new customers would rather hear about introductory offers.
- Prior campaign history: Determine how people responded to previous email marketing campaigns. Look at open rates, engagement, and testing, and use that data to develop effective follow-up emails.
Audience segmentation can help you create tailored email content that your readers will find meaningful. Customize your emails for each segment so you touch on what’s important to them. This will boost engagement and increase conversions.
4. Employ Audience Mirroring
Email marketing for healthcare is effective in maintaining your existing following as well as attracting prospective customers.
By gaining a complete understanding of your current audience, you can create segments that mirror those groups. Create content that has been successful with your primary audience and simply use that to target new groups.
Audience mirroring not only allows you to increase your marketing channels. It also helps you generate like-minded leads with minimal effort.
5. Personalize All Content
Consider every aspect of your email message, from the subject line to the body text to the images supporting your text.
Emails are full of opportunities for personalization. Use readers’ first names in subject lines or to begin the body text. Avoid stock images and instead, incorporate images of the readers’ location. This can increase click-through rates by 29%.
You can even customize the From field in your campaign. All these details provide a tailored message that resonates with readers and makes them feel valued.
Develop Targeted Email Marketing Campaigns with Share Moving Media
For the healthcare industry, email personalization is key to reaching the right audience. Leave email marketing to a full-service media company like Share Moving Media so you can focus on running your business.
Share Moving Media develops and distributes compelling, quality content that prospects want to read. Let us help you raise your market share in the healthcare industry with an email marketing campaign that gains new followers faster.
Contact Share Moving Media today for help with your next email marketing campaign.