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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Multi-channel marketing for 2015: E-mail plus direct mail packs a powerful one-two punch!

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Savvy marketers are using multiple channels to reach their targets in 2015. Just as surround-sound audio systems are generally considered superior to stereo, multi-channel marketing has emerged as the best way to communicate with your audience. Specifically, combining e-mail and direct mail packs a particularly powerful punch. We actually consider them sexy, since e-mail and direct mail work synergistically to help you spread your message and reach your goals.

In addition to being the most measurable marketing channels, e-mail plus direct mail campaigns produce consistently higher response rates, increase customer engagement and have a greater ROI than either medium used alone.

In fact, when it comes to digital marketing, e-mail is the single most effective channel around. This January, the Chief Marketing Officer Council — a global network of marketing executives dedicated to high-level knowledge exchange — cited e-mail as the most effective digital channel for customer retention in the U.S.

And — contrary to popular opinion — digital marketing has not put direct mail on life support. In recent times, direct mail has undergone a remarkable renaissance. These days, eye-catching direct mail is once again getting noticed, read and acted upon. According to Direct Mail News, the average response rate for direct mail was an impressive 4.4% for both b-to-b and business to consumer mailings.

To get the greatest results from these top-tier marketing tools, consider a strategy that melds the best of both worlds. Here are some key tips for combining e-mail and direct mail into a single, highly effective campaign:

  • Streamline two separate processes into one efficient, coordinated marketing effort. Every campaign – digital or print — requires strategic development, creative strategy and execution, and careful list selection and management. Instead of treating e-mail and direct mail campaigns as separate entities, have your teams work together to develop overall objectives, tactics, design motifs, and messaging. Integration of e-mail and direct mail can cut production costs, while at the same time boosting response rate and, ultimately, revenue.
  • Start with high-quality, carefully sourced data. Not surprisingly, most businesses believe that clean, up-to-date lists have the greatest impact on improving deliverability. For best results, verify the deliverability of your targets by keeping all of your lists fully up to date.
  • Determine the best course of action. Are you going to send e-mail and direct mail to all of your targets? Should you deploy e-mail with an automated e-mail follow-up to the clicks? To the non-opens? To the non-clicks? How often are you going to send your message? All of this deserves serious thought.
  • Use Best Practices. Are your communications mobile friendly? Is your message personalized to your audience? Check your landing pages. Whatever combination of marketing channels you employ, make sure that the end process is meeting your needs. Be sure to keep the process to purchase, sign-up, or contact you simple and easy to accomplish.
  • Analyze your results. With each campaign, carefully keep track of what worked and what didn’t work. Use all available analytics to determine your rate of success. Successful e-mail campaigns are easy to track, and can help determine what is best for you.

We’d be glad to help or answer any questions you may have.

 Garth Elliott, President
mms, inc.

Contact us at 800.633.5478 or email sales@mmslists.com
Visit us at www.mmslists.com

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: 3 Tips to Guarantee Your Emails Are Opened

Have you noticed that you are spending more than an hour drafting the perfect email? While the message contained in your email may be important, the meaning may be lost if you are not able to expertly craft other elements of the email.

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Aside from writing good subject lines, what else can you do to boost your open rate? While we are all aware that the subject line of your email is important to your subscribers, there are additional segments of the email that you should consider:

Email Tip #1 -the “From” Field Name

When people receive your emails, who is listed as the sender? Is it your company name? Is it your department name? Is it your first and last name?

Chances are, your “From” field is automatically hurting your chances of having your email opened. Ask yourself these questions.

Is your “from name” meaningful and recognizable? Include your name AND the company name in your From Field. By adding this level of customization to your email you are guaranteed that subscribers will be more likely to open your email. For example, a personalized email that comes from “Sam White, Acme Products” gives you more information than an email that is delivered by “Sam White” or “Acme Products”.

Is it readable on mobile? Mobile devices display on average 14 characters in the “From” field. Keep your information as short as possible.

 

Email Tip #2 – Tell Subscribers the Email Contains a Numbered List

When was the last time you read an article online that did not have some form of list? It probably has been a while. In fact, you may be reading this article because the subject line told you there were “3 tips” listed inside.

Numbered lists are an easy way for people to digest information, which increases the likelihood of people opening your emails. Make it a “best of” list or a collections of tips, and you have an enticing subject line. Lists also give people an idea of how much content your email contains, allowing them to make a decision about whether or not they have time to read it.

 

Email Tip #3 – Play It Cool

It is very possible that the reason your emails are not opened is because you have expressed too much enthusiasm in your subject line. By capitalizing ALL OF YOUR TEXT or including multiple exclamation points (!!!), you are sending the message that you are unprofessional or this message is spam.

If you want to call special attention to text in your subject line without scaring your subscribers away, use brackets to “highlight” keywords:

[Webinar] 5 Trends Shaping Pharma’s Next Decade
[Special Event] Brand Identity in a Consumer-Driven World – Washington D.C.
[White Paper] Risk-Based Monitoring: A New Way to Ensure Quality Data

Of course, the best way to ensure that your emails are not only read, but allow you to to generate leads is to have a strong call to action. If you can ask an open-ended question in the subject line and answer it with a bulleted or numbered list in the body of the email, you will be ready to introduce a strong call to action and convert some of your long-time prospects into new customers.

Garth Elliott
President, Medical Marketing Service

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

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.

Message from the President: Why Email Marketing is Important in 2014

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

Why, you ask?

Message from the President

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

 

For starters, email marketing helps build rapport with your audience.
Email Marketing allows you to stay connected in real-time to your desired audience through newsletters and messages that keep them in know about your offers, services and product updates. Successful CME events start with announcements, invitations and online registration that is easily accessible through email marketing. Recruiters use email to attract potential candidates either for a current position or to be visible for future offers. Brand awareness and brand offering for either the healthcare professional or patient is accomplished through email marketing for Pharma Companies.

Next, the use of email on mobile devices, makes your message accessible anywhere, any day, any time.
This has given cause for marketers to rethink their marketing plans, and to become more streamlined and deliberate with their messaging. Mobile Responsive emails allow your targets to view your information at times when it’s convenient for them on their preferred devices. 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. Remember, your prospect is always listening, email is the number one activity for people on their phones.

Finally, the deployment of multi-contact marketing campaigns make your efforts more efficient!
When executed strategically, you have the opportunity to make email and direct mail marketing a two-way street. It is always beneficial to create a dialogue with your prospects while gathering information. Email marketing allows you to gain feedback on what engages your potential customer, what does not work and why and can open a dialogue with them. MMS offers a multi-touch delivery of your message to the healthcare market you are reaching by combining email marketing and re-marketing through email or direct mail for the most effective campaigns.

Get the word out to the right people every time with email marketing or try a hybrid approach with direct mail. Your business may depend on it.

Garth Elliott
President, Medical Marketing Service

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.

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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?

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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.

Reaching Out to Nurse Practitioners

Nurse Practitioner

As the Affordable Care Act begins to roll out, it is time to recognize the importance of Nurse Practitioners to their field, and be aware of the key role they play in the lives of patients. In at least 18 states, Nurse Practitioners can practice independently, without the supervision of a physician to diagnose, treat, and prescribe medications to patients. Also, Nurse Practitioners have varying degrees of prescribing privileges in all 50 states.

As health insurance coverage becomes available to millions of Americans under the Affordable Care Act, an inevitable doctor shortage gap will emerge. Nurse Practitioners will be the solution to that shortage, through independent practices as well as employment to a physician practice. As an influential healthcare profession, it is also the perfect opportunity to find ways to build Nurse Practitioners into your current marketing plan.

There are currently more than 180,000 Nurse Practitioners in the United States alone that work with their patients daily to make educated decisions about their healthcare and lifestyle. And with more than 600 million visits made each year to Nurse Practitioners, it is vital that they stay involved with the ever-changing healthcare world. The Association of American Medical Colleges estimates the U.S. is currently short more than 9,000 primary care physicians, a number expected to grow to 65,800 by 2025. This shortage makes Nurse Practitioners a welcomed resource to many groups, especially because the patient care handled by Nurse Practitioners is wide and diverse.

Nurse Practitioners play an active role in providing primary, acute and specialty healthcare to a valuable patient population, including our nation’s service members, veterans and family members. Licensed, expert clinicians with advanced education, most Nurse Practitioners hold a Master’s or Doctorate degree and have completed extensive training for their position. It is also required that Nurse Practitioners enroll in continuing education classes to maintain their position. By staying informed with the unique concerns of their patients and being able to tap into their individual needs, Nurse Practitioners have been able to provide high-quality, cost-effective, comprehensive, patient-centered care to patients across the country.

Medical Marketing Service, Inc. (MMS) offers a solution that allows you to target specific physicians, nurse practitioners, and medical personnel through email. As the leading email marketing service to healthcare professionals, MMS email marketing campaigns are an accurate, up-to-date and highly effective marketing tool.

Through the use of the NP-E-Mail (SM) Nurse Practitioners Email Broadcast Advanced Practice Nurses List, which includes Nurse Anesthetists, Nurse Midwives and Clinical Nurse Specialists, MMS can get you in contact with decision making healthcare professionals. The best addresses deployed through the best email service provider in the healthcare gives you an unbeatable way to market to Nurse Practitioners while continuing to be cost-effective and provide return on investment.

For more information about NP-E-Email or other email and direct marketing mail services, contact MMS at 1-800-MED-LIST or visit our website at http://www.mmslists.com/