Email ReSends: A sure-fire strategy to boost your bottom line!


Sending an email message follow-up to your target recipients can be a terrific conversion and ROI booster.  This is especially true when marketing to healthcare professionals. According to our recent surveys, this group usually must receive marketing information 2 to 5 times before deciding to act.

To create a successful, automated resend strategy, there are several variations to consider:

ReSend to non-opens within one week. We all have busy schedules, and our overflowing inboxes are there to prove it. Emails can get overlooked, or some recipients meant to open your message but forgot. Sending a follow-up email to the non-openers can be an effective way to generate additional revenue with very little extra work.

ReSend to opens within two weeks. Sending a follow-up email deployment to recipients that opened your original email but failed to convert can boost your ROI by as much as 400%. This makes sense because these recipients showed interest in the offer by opening the campaign’s first wave.

Consider switching things up. In some cases, you may want to change your initial message before resending it. For example, you could tweak the subject line, adding words like “reminder” or “last chance” to create a sense of urgency. Or, to lower the barrier to interaction for resends, use a different call to action; preferably a lower commitment one such as “View offer,” or “For more info,” rather than of “Register,” or “Pay now.” Additional tactics include writing an entirely new subject line, resending your message on a different day of the week, and personalizing the message if you did not do so with the first send.

Analyze your results.  Be sure to analyze the results of your ReSend deployment to discover the tactics that worked best. To do this, ask and answer the following questions: How many days passed before most of your email messages were opened? What was the best timing for opens? Did personalization help? What did you find when you measured the unsubscribe rate of your ReSend email against the additional conversions it created?

Simply put, ReSend email programs help you to achieve better results with minimal effort. We’d be glad to help answer any questions you may have, and to create a program that works for you.

Garth Elliott, President
mms, Inc.

Contact us at 800.633.5478 or email sales@mmslists.com

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Message from the President: 4 Steps to Create the Perfect Email

Here are four steps you can take to build the perfect email message. These tips will help you to build a successful email marketing campaign to healthcare professionals.

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1. Target your audience. Your list and the message content in your email should focus on exactly who you are trying to reach. Use demographic and personal selections to narrow down to the most relevant healthcare professionals. This will allow you to provide pertinent offers to the right individuals and receive more click-throughs due to the targeted nature of your email.

2. Capture their attention. You have 3 seconds between “keep” and “delete”. Create clear attention grabbing subject lines with branded “ from” names to avoid being deleted. Place action words at the beginning of the subject line, keep it short and to the point.

3. Craft your message. Ask what one thing do you want the recipient to do? Center your message on that goal. The call-to-action highlighted in your email should support this. Don’t give readers the opportunity to get distracted by blog posts, product pages, or long emails.

4. Make sure your emails are multi-device friendly. According to current data, 70 million US consumers access email through their mobile device, 43% check their email on it 4 or more times a day. Our research also indicates that over 50% of healthcare professionals are utilizing a mobile device.   If you’re not optimizing your emails for mobile, you’re completely missing out on a huge opportunity for these mobile readers to be able to easily view your emails and click on your calls-to-action. Multi-device design is all about delivering your target the content they want, within the context that they’re viewing it.

Finally, an email can be promotional or marketing oriented, informative or relationship building. No matter the intention of your message, you should maintain consistency each time you send an email. Consistency builds trust and familiarity. The more familiar a prospect is with your company, the more likely they are to read and respond to your email.

Which of these tactics will you start for your next email campaign?

Garth Elliott
President/COO
mms, Inc.

3 Reasons Why Email Marketing Reigns Supreme

For over fifteen years, email marketing has been a major tool for the pharma and healthcare industry. According to McKinsey & Company, email is still the most effective way to acquire customers [and nearly forty times more effective than Facebook and Twitter combined], and that 91% of U.S. consumers use email daily.

 email marketing

Email is not only here to stay, but getting stronger as the years march on.

This is in due part to several factors, but most notably was the use of email on mobile devices, making it accessible anywhere you go, any day, any time. In fact, according to Inbox Marketer, only 45% of users opened email on their desktops as opposed to the 51% who opened mail on their cell phones. This has given cause for marketers to rethink design and structure, and to be more streamlined and strategic with their messaging, thus helping to maintain emails and email marketing and providing great ROI.

If executed in a smart way, marketers will have the opportunity to make email a two-way street, and create a dialogue with their subscribers while gathering information.

3 Trends to Watch For

1. List Growth: Reducing unsubscribe rates while increasing the number of email addresses

Be sure to focus on content as well as acquisition. Once you have them, you want to keep them [from unsubscribing].

2. Email List Fatigue: Maintaining the interest of your subscribers

First, keep in mind that it’s much easier (and cheaper!) to regain the attention of an existing subscriber than to get a new one. For these reasons, it’s important to focus on relevancy and frequency so as not to bore your subscribers. Keep the information tight and only send out content that will engage your subscribers.

3. Growth In Use of Mobile Devices: Your audience is on the move, and your message travels with them

You have more than just smartphones these days to contend with when sending out your message, you have tablets and other mobile devices that may skew your messaging as it was intended to be delivered. This is why you should be aware of methods to make your messaging mobile friendly both in content and design.

For more details on how to make your message mobile friendly, excite your subscriber base or grow your list, visit our website or call 1-800-MED-LIST (633-5478)

4 Tips Professionals Use For Email Newsletter Campaign Effectiveness

While most marketing professionals agree that email newsletter campaigns are a great and cost effective way to maintain contact with your clients, some may be on the fence about using email marketing to help attract prospects into becoming clients. The questions becomes, what is the best way to present pertinent information without overwhelming an audience, become the authority and have lasting power among the rest of the marketing messages seen within a day?

email effectiveness

Here are four tips you can incorporate into your next email campaign to see improvements in your marketing efforts:

1. Design for all Formats:  91% of Healthcare Professionals use email daily. Design your creative to facilitate smartphone/tablet reading.  This will allow you to give a clear and clean message no matter what device it’s being read on. Include pre-headers,  larger calls to action, smaller paragraphs with shorter line lengths, and bulleted lists.

2. Get Personal:  Your recipients want to feel as if your message was personalized for them.  Make each message personal by tailoring the content to what is important to them. Link to case studies, brochures, articles that allow a recipient to get more information when needed.

3. Don’t re-route them to your Home page: You should try to place links on a targeted page of your website that describes a product or service they need. By presenting unique info in your newletter with links that drive traffic to something specific, you have a better opportunity to engage the recipient. Additionally, it will let you know which information and segments were the most engaging and successful in your campaign.

4. Let them take the bait: A thousand-word essay isn’t the best format for your newsletter. Even five hundred words can be excessive. Your recipients want valuable information in as few words as possible. If you can deliver this in your email campaign, you will be effective in holding their interest. A simple trick is to offer the first 2-3 sentences of your article, blog post, case study or white paper in the email campaign, and include a link to the specific section of your website where people can visit to read more.

When it comes to publishing an email newsletter, information overload can be tempting. However, you should think of your message as more of a trailer as opposed to the full feature. For instance, if your latest article entails the top patient medical trends for 2014, give a preview of the list, titles only, and no descriptions. This will get your readers’ and clients’ curiosity, and clicking the link, leading to the full article, should obtain their attention.

For more tips about email marketing campaign effectiveness, contact MMS at 1-800-MED-LIST or visit our website at www.mmslists.com.

Are You Thankful for Benchmarks?

business people

A self-improvement tool for businesses and organizations, benchmarking is the act of identifying your marketing programs strengths and weaknesses, and finding ways to improve. Ideally, your marketing program should be evaluated at least once a year, and new goals should be set for the upcoming year. Depending on your type of program, goals could include increasing your programs success by a certain percentage or dollar amount or increasing engagement and response rates by a specific percentage.

While evaluating your program, some questions to consider are:

1.    How is my page set up?

For new customers, forms should be very accessible and easy to fill out, requiring only basic customer information. For returning customers, use communication points to encourage them to update their profile information upon signing in.

2.    Is our preference center quick and easy to fill out?

By using your form abandonment rate, monitor how many people leave the page when asked questions about themselves. Then rewrite the questions to appeal to the customer and encourage them to complete the form. By closely monitoring this area, you will increase the relevance of the questions asked, and begin to gather information more efficiently.

3.    How can we better our welcome program?

Once a customer has made the choice to opt-in, sending a welcome email demonstrates their importance in the program. The next emails sent to the customer should be based upon whether the first message was opened, clicked, or an action was taken. To increase future involvement, send customers messages based on what actions they take with each email and use different offers and calls to action to help generate a response.

4.    Do we have a testing system in place?

Year round test plans measuring messaging frequency, creative and inactive customers will help to improve your marketing programs metrics. For the most accurate results, perform each test for an extended, specific amount of time to generate more usable results.

5.    What new ideas can be added to our marketing program?

Brainstorm new ideas, ways to market, and innovative methods to reach customers. Can you add social media to your program through the use of Facebook, Twitter or LinkedIn, or revamp the current way you use these programs? Insure that you aren’t missing ways to increase revenue and connect with your customers by frequently trying out new ideas.

As the leading email marketing service, MMS is proud to offer marketing solutions for physicians and healthcare professionals. Frequently updated, an MMS list could be the answer to your marketing programs needs. Accurate, up-to-date and highly effective, an MMS list matched with one of our email or direct mail campaigns will give your marketing program the boost it needs.

For more information about email and direct marketing mail services, contact MMS at 1.800.MED.LIST or visit our website at www.mmslists.com.

Email Marketing – An Effective Form of Advertising

The original article, “Why Email Marketing is King” by Arthur Middleton Hughes can be found here.

In comparison to television, print ads and internet advertising, email marketing is the most affordable, effective method. But companies are spending the least amount of money using it. In “Why Email Marketing is King” by Arthur Middleton Hughes, he explains how people are currently using email marketing and how it is an effective advertising strategy. And, we agree with him.

Frequently, people associate email marketing with spam and are turned away from it. But by allowing people to opt-in to emails, it helps lead the reader to the idea that this email will be useful to them. Follow this concept by simple and clear emails that clearly deliver a benefit to the reader and you will further engage your audience. Using email marketing the way Hughes suggests will make it successful for both the advertiser and the consumer.

Television and direct mail cannot be tracked in the same way an email can. You don’t know what programs people are watching on television, or how often they read mail. But after an email is sent you can monitor when it was opened, what links were clicked on or if it was forwarded. You can also give direct access to your site where the consumer can research the product or brand, check reviews and make a purchase.

This gives us insight to our customers that wouldn’t be possible with other forms of media. Tracking a customer from the time they get the concept of a purchase to the time when the actual purchase is made would be extremely difficult considering all of the outside variables. But through email marketing, many of the variables are removed or minimized, and it leads to optimal results. Once you find your off-email multiplier, it is easy to see how effective email marketing can be as an advertising strategy.

MMS has been a leading marketing solution since 1929. The years of experience behind MMS allow you to find the lists you need, with a 97% deliverability rate. No matter what type of list you are looking for, from healthcare professionals to nurses, dentists and hospitals, MMS is the leader in email marketing. Visit our site to learn more!

Landing Pages for Recruiters – Don’t Go Home!

When you invite prospective doctors to interview for positions in your hospital, do you show them to your lobby and leave them there for hours? Of course not!

Then, why do so many medical recruiters link their open positions to the home page of their website?

Be specific and create a landing page.

Email Marketing Landing Page

According to HubSpot, a landing page is a website page that allows you to capture a visitor’s information through a lead form. A good landing page will be targeted to a particular stream of traffic – say from an email campaign advertising an open position – and, because it is targeted,  you will convert a higher percentage of your website visitors into leads with which you can follow-up.

Understand what to include in your lead form.

Email Marketing - Landing Page SEO

On your landing page, there should be a lead form. The goals of the lead form are simple:

  • Collect marketing information
  • Guide visitors through a process
  • Enable a transaction
  • Communicate
  • Verify identity
  • Manage customer support requests

For the purposes of medical recruiting, the recruitment form should also communicate the available job listings, allow the visitor to select the opening he or she desires and provide a resume.

Capture interest and don’t let go.

Email Marketing Landing Page Usability

Here are some of the most important elements to make sure your landing page holds your visitor’s interest (courtesy of HubSpot):

  • Limit Navigation. You’ve brought your targeted traffic to a page where they can take your desired action. Don’t distract them! Limit the number of exits from your landing page so that your visitors are focused on filling out your form. A key part of this is to hide your website navigation elements on landing pages.
  • Deliver Value. If you have a valuable offer, your visitors will give up their contact information in exchange for your offer. Ask yourself if your offer is compelling to your audience and make sure that your landing pages demonstrates that value.
  • Keep it Short. The longer your landing page and form, the more friction you add to the lead conversion process. Keeping your lead form short and straightforward will increase your conversion rate.
  • Test, Test, Test. As many best practices as you may read about online, your landing page can always use more testing and improvement. Make sure you have a landing page creation tool that allows you to create and test many different landing pages to see what works best for your business. 

How MMS Makes Medical Recruitment Easy:

Medical Marketing Services

Personalized URLs (PURLS)

You can use a PURL with a landing page customized for an individual doctor. It’s a great way to track responses down to the individual doctor. It will increase response rates and you can pre-fill the response information with the person’s name, address, email address, etc.

Integrated Email and Direct Mail Services

While direct mail is still a powerful direct marketing tactic, it works even better when integrated with email marketing, which has the highest return on investment (ROI) of any direct marketing technique.

Call MMS today and we can help guide you to developing an integrated marketing campaign that will help improve your results and ROI. You can reach us at 1.800.MED.LIST (633.5478).

Email Marketing Goals for Medical Professionals – Part 4

Part 4 – Staying focused on a single message

Effective email marketing isn’t complicated; in fact the most successful emails focus on only one topic. That way your message is delivered without confusion and has a lasting effect on the recipient.

Healthcare professionals have a lot on their minds; to get your message through it is best to keep it simple and concise. The most effective way to do that is to outline how you can positively impact their hospital or private practice.

As you know, the healthcare field is a results-oriented business. Email marketing can be a successful tool because allows you to speak directly to the prospect about achieving better results. By focusing on a single message in your email, you will effectively outline how you can help. That way you eliminate confusion and keep your prospect informed and intrigued.

How can MMS help?

Medical Marketing Service (MMS) not only provides a target market for your message, but can also provide the creative services to convey that message in the best possible way.

Whatever your marketing needs, MMS email services can help you achieve the perfect strategy – from marketing research that discerns characteristics and trends in your target market to identify the right strategy, to tactical services that help you implement and successfully execute your plan. By using all of the services available, you can develop a focused and successful marketing plan.

For more information about our creative services or our permissioned email lists, visit our website or call 1-800-MED-LIST (633-5478).

Email Marketing Goals for Medical Professionals – Part 3

Part 3 – Achieve success through subject lines

The biggest hurdle in your email marketing campaign is whether or not your prospect opens the email. Many brilliant campaigns have fallen by the wayside simply because the target never saw it. To ensure that the recipient opens your email, special attention needs to be paid to the subject line.

According to Pinpointe.com, research shows 40% of the recipient’s decision to open an email is based on the subject line. To entice your recipient, it is highly recommended that you keep your subject line brief and matter-of-fact. That will entice your prospect and defuse any red flags that are raised when people see “promotional” emails.

When it comes to subject lines, length is very important. Including spaces, 40 to 50 characters long is ideal. At that length, most will read and digest your full message, putting your email in the best possible position to succeed.

How can MMS help?

It is recommended that you test several different subject lines to determine which variation works best for your specific audience. Medical Marketing Service (MMS) can assist you with testing and writing of subject lines.

MMS offers you a full range of services to help you master email marketing – from research that discerns characteristics and trends in your target market to identify the right strategy, to tactical services that help you implement and successfully execute your plan. Learn more by calling 1-800-MED-LIST (633-5478).