The impact of traditional marketing campaigns, like direct mail or broadcast marketing, is hard to measure because it’s difficult to track their effectiveness. In this regard, email marketing in healthcare has changed the marketing playing field.
Experts estimate that the number of email users around the world will reach over 4.48 billion in 2024. Email marketing also allows you to reach large groups of people with very little effort.
You can develop customized content that addresses the needs of your audience and gather important information about your current and prospective customers.
By combining traditional marketing methods with email marketing, you’re able to distribute valuable content while tracking the success of your campaigns. This not only helps you improve your marketing effectiveness. It also helps you better understand your readers, improving audience retention and lead generation.
While numerous marketing tactics are effective, email marketing is the cornerstone of healthcare marketing.
Why Email Marketing is Invaluable for Healthcare Marketing
With the advent of smartphones and mobile applications, email can be accessed from anywhere. More than 60% of emails are opened on a phone. This means you’re able to connect with your audience in real time from anywhere. Because email is accessible to so many people, email marketing is a powerful tool when executed well.
Here are four reasons email marketing is invaluable for the healthcare industry.
1. Email Provides Useful Data
Print ads may drive people to your business, but it’s difficult to know for certain. Maybe people found you through your advertisements, or maybe they just saw your building from the street.
Email marketing provides useful information to help you identify potential business and determine what changes you should make to your marketing campaign.
Email marketing reveals bounce rates, which emails were opened, and which people unsubscribed from your mailing list. You’ll also be able to see how long recipients spent reading your messages and what steps they took afterward.
All this information is useful data that helps you create customer profiles and optimize future campaigns for lead generation and increased ROI.
2. Email is Highly Targetable
While developing your email list, you’ve been gathering important information about your audience. These details can be used to categorize contacts into groups that share commonalities.
Email allows you to create content for a specific audience based on similarities like:
- Demographics: Age, job title, gender, and area of medicine can help to narrow your audience.
- User journey: Understanding where your customers are in their purchasing journey can impact the content you create for them. You can target new customers with introductory offers while current customers receive information about product changes or company policy updates.
- Previous history: Email allows you to assess open rates and engagement of previous email marketing campaigns. This information can help you plan future emails.
Through audience segmentation, you can pinpoint contacts for carefully developed custom content that resonates. Email marketing, therefore, enables you to provide targeted, meaningful information that increases engagement and boosts conversion rates.
3. Email Builds Brand Awareness and Customer Loyalty
When people register to receive your emails, they are revealing an interest in your business. Through email marketing, you can capitalize on that interest to stay top of mind and increase your brand awareness. Email allows you to deliver informative and helpful content that benefits your audience.
You can minimize confusion about one of your products with an educational email. Invite healthcare suppliers to a special event with a guest speaker discussing a topic of concern. Or simply send an update about a current order.
Email makes it easy to stay in front of your audience and continue building a relationship with them. By delivering useful content, you make your audience feel valued and important. This helps to build brand awareness and solidify customer loyalty.
4. Email is Affordable
American healthcare advertising spend is projected to reach $80 billion by 2024. Paid advertising can be expensive, but email marketing is extremely cost-effective. On average, for every dollar spent, email returns $38.
Because email is so targetable, you’re able to deliver concentrated content that’s likely to engage. This helps strengthen your relationship with your readers, thus leading to higher conversion rates. By increasing your conversions, you decrease the cost per conversion.
In this way, email marketing can be adjusted to meet the needs of any budget. Therefore, it’s a highly cost-effective marketing channel for small and large healthcare businesses alike.
Rely on Share Moving Media for Your Email Marketing Needs
Email marketing is an effective and beneficial tool for the healthcare industry. Through careful strategy and audience segmentation, you can maintain your current audience while attracting new business.
Ready to develop an email marketing campaign that solidifies your market-share in the healthcare industry? Contact Share Moving Media today.