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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How are you planning your Holiday Marketing?

How are you planning your Holiday Marketing? As we enter the home stretch of 2014, you may be assessing the performance of your marketing efforts and the reach of your communication. Some B2B marketers worry about sending emails into cluttered inboxes during the Holiday season. Be aware that Healthcare Professional Marketing is still very active and can be successful through the end of the year. We reviewed the responses from Med-E-Mail Email deployment during the Thanksgiving and Christmas seasons and have detected the following patterns: Thanksgiving– Response is normal the week prior to Thanksgiving, begins dropping slightly the week of Thanksgiving and rebounds after Cyber Monday. Christmas– Response is normal the week before Christmas, begins dropping the week of Christmas and rebounds strongly the 2 days after Christmas. We see the same pattern for New Years. Our recommendation is that you should not neglect your end of year marketing. Schedule your marketing deployments with these patterns in mind. We’d be glad to help or answer any questions you may have. Happy Holidays! Garth Elliott President, Medical Marketing Service Contact us at 800.633.5478 or email sales@mmslists.com

Message from the President: How to Stop Losing 42% of Your Audience

One of the buzzwords in the email marketing industry today is responsive design, which is a form of design of your email marketing that will help you achieve better results on mobile devices. According to Litmus, email has seen an average increase of 138% in mobile consumption over the past two years. Also, 42% of opens occur on a mobile device – a statistic worth taking note of before sending your next campaign.

This brings us to a very important question…

If you are in the 75% of marketers that do not optimize your email for mobile devices, you are very likely to lose 42% of your audience. If you are ready to reclaim these individuals, there are three effective formats that can be used to create a professional email for mobile: scalable, fluid and responsive.

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What is scalable design? 

Scalable (or skinny emails) feature a narrow email width that makes it suitable for either desktop or phone with no adjustment or HTML modifications. The width limits the design to a single column (roughly 500 pixels or less), which means scalable emails are best with limited body copy, a simple design, and large touch-friendly buttons. Scalable emails are best used as invitations for events or trainings or other special announcements.

What is fluid design?

Fluid emails fill the entire screen on any device. If you plan on sending a text-only email or you prefer a very simple layout for your email, fluid design would be the best option for you. Fluid design is still popular because recipients can stretch and change the width of the window without the formatting skewing the content.

What is responsive design?

Responsive emails combine graphics, images, video and text to work in concert and function as intended on any device. Not only will your email change dynamically to reflect the size of a mobile display, now, only the pertinent text or images will display on mobile devices.

Transitioning to responsive email design is more than a graphic redesign. Just as responsive design has convinced email marketing managers to reconsider the context and user experience for the content they present, the shift to responsive email design requires a re-examination of their overall email strategy. MMS can help you answer:

  • What information and tools do mobile users really need?
  • What is essential in your messaging for higher conversion rates?
  • What obstacles should be addressed before moving to responsive design?

Contact MMS at 800.633.5478 or sales@mmslists.com  to learn how our approach to responsive email design creates a seamless experience for your target audience.

Garth Elliott
President, Medical Marketing Service