When putting together an email campaign, how often you segment your recipient list based on open rates?
Sure, it makes sense, but many of us would prefer to get the message out to as many recipients as possible and hope for the best. The adage, “less is more” proved to be true in an email lists success story from one of our customers this week:
We are a CME provider and we wanted to launch a new learning program for medical professionals traveling through the area within the next three weeks. The medical professional industry is very broad, and because the program was starting soon, we felt that emailing the regulars who receive our email communication would be a waste of our effort. Instead, MMS suggested that we focus on targeting the people who had previously opened our emails and clicked on at least one link and “recent medical grads just starting their residency programs”. They went one step further and narrowed our scope to doctors who could reach our location via a direct flight from their respective cities.
This took our list from ten of thousands to just under 2,300. Our campaign received a 32% open rate and an 2.8% click through rate, way above industry averages. Also, 9 doctors signed up for our classes one week before the program. The best part was the ROI on this campaign was 400%, far beyond my expectations for a last-minute announcement.
For more information about MMS and physician email lists, please contact us at 1-800-MED-List (1-800-633-5478) or firstname.lastname@example.org.