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.

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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.

“Pharma Marketing Trends” #3 – Maintain Ethics in Marketing Campaigns

marketing and strategy

It’s always been important to maintain a separation between persuasion and manipulation in marketing campaigns. As the debate over “white hat” and “black hat” methods of SEO never ceases to reach a final decision, it’s vital to look at the issues that lie behind the ethics in marketing.

These 5 scenarios help demonstrate the differences between persuasion and manipulation in marketing.

Scenario 1: Simple Alignment

The customer wishes to purchase a product, and your client or employer is a seller of that product. You work in the middle to complete the buying and selling process. The alignment could be the act of you bringing the customer and your client or employer together. In this scenario both parties win.

Scenario 2: Simple Choice

In this scenario a customer wishes to purchase a product, but they haven’t made the final decision about which type of product they would like to buy. As the seller, you push the customer to purchase the product that will fit your objective. In the case that you explained the features and benefits of the product you wanted to sell, and it matched the desires of the customer, than both parties in this situation still win. However, if you flat out lie to the customer, therefore convincing them to buy the particular product to fit your objective, it has become unethical and manipulative.

Scenario 3: Competitive Choice

In the first two scenarios, there has only been one clear buyer, and only one available seller. In a more realistic world, there are multiple sellers of products and services. In this scenario, there is still a buyer looking to purchase a product. However, you (the person in the middle) steer the buyer towards one seller over another seller of the same product. While it easy to become unethical in this situation, if you can manage to do so without lying about either seller or their products, this is still an act of persuasion.

Scenario 4: Unknown Desire

In some cases, customers don’t know what they want because they are unaware of all of the options available to them. This is very much a form of modern marketing, creating desires for products we didn’t know previously existed. While many would say this has gotten out of control in recent years, it isn’t necessarily unethical. Making a customer aware of their options for purchasing a product isn’t manipulative, however, using customers envy, fear, doubt and uncertainty, to convince them to make a purchase, is.

Scenario 5: Altered Decision

In this scenario, the customer could be looking to purchase one product and upon talking to the seller decides to purchase something else. In one case, this could be the same as scenario 4, upon being presented with alternate options, the customer changes their mind regarding their purchase. On the other side, the seller could push them to the alternate product for their own objectives, and result in the customer making a purchase they later regret.

The Moral of the Story

In the end there is a lot of gray area regarding persuasion and manipulation in marketing. It’s easy to bounce back and forth over the line when the line has been drawn in chalk. Overall, it all comes down to your intent. When you met with the buyer, did you intend on meeting their true needs with one of your products, or had you already decided upon the product you were going to sell to them?

By far the easiest sale to make is scenario 1. There is a product to sell and a customer is looking to by that product, all you have to do is bring them together. If you find that you are more frequently in one of the other scenarios, you have probably learned that completely changing a customer’s mind can be difficult. It is here that you are most likely shifting to forms of manipulation to make the sale, most likely indicting that you are targeting the wrong market of buyers.

Money is well spent on customers in scenarios 1 and 2, when marketers are doing their best to persuade customers to make a purchase. As the leading email marketing service, MMS is proud to offer solutions for marketing to the right physicians and healthcare professionals. Target the best audience with a frequently updated, accurate and highly effective MMS list. For more information, contact MMS at 1-800-MED-LIST or visit us online at 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).

5 Ways to Integrate Email and Social Media Marketing

In a recent StrongMail survey, more than two-thirds of business leaders indicated plans to integrate social media with their email marketing efforts in 2012.

Email and social media make a great team, according to DJ Waldow of Waldow Social.

According to Waldow, including and promoting social sharing or share with your network options in an email are important for a few reasons:

  • They extend the reach of your emails: The more people share your email, the more potential you have for opens, clicks and conversions.
  • They allow you to identify key influencers: Most email service providers (ESPs) include metrics on who has shared your emails the most often, as well as the effect their sharing has had on other key stats (opens, clicks, conversions, etc.). Armed with this data, you—the marketer—can be better informed as to who your key influencers are. If appropriate, you can then send dedicated campaigns to your biggest supporters.
  • They provide an opportunity for list growth: The more eyeballs on your emails, the better chance you have of gaining new subscribers.

Waldow also believes that including and promoting social connection(s) options in an email are important for a few reasons:

  • They provide another platform to connect with your audience. Each platform—email, Twitter, Facebook, YouTube, a blog, etc.—enables you to communicate and interact with people in different ways.
  • They give email subscribers more options: It’s possible that your email subscribers prefer to engage with your company or brand on different channels. While email is great, it’s not the only option.
  • They allow you to expand the reach of your message.

Waldow suggests several ways to capitalize on the synergies between email and social:

#1: Include Social Icons in Emails

#2: Ask Email Subscribers to Share and Connect

#3: Send a Dedicated Email Campaign – There are times when including some links or buttons—asking your subscribers to socially connect or share with their network—is not clear enough. If you are not having much success, try sending an email that is dedicated to a particular social network.

#4: Provide Incentive – Answer the question “What’s in it for me?” with a compelling offer. Give your subscribers a reason to connect, a reason to share.

#5: Include “Retweet This!” Snippet in Email – Another great way to cross-pollinate email marketing and social media is to highlight a particular tweet in your email campaign.

It’s time to start using email marketing to power social media and social media to power email marketing. MMS can deliver your message to over 1 million healthcare professionals. For more information, contact MMS at sales@mmlists.com or 630.477.1559, or go to www.mmslists.com.

Email Marketing Goals for Medical Professionals – Part 2

Part 2 – Target the right audience


To achieve the best possible results, you need to ensure your email marketing campaign is delivered to the perfect audience. Medical Marketing Service (MMS) has the most comprehensive doctor email lists on the market to make sure you have the right message for the right market.

When you prepare to deliver a marketing email, so much effort is put in to the message of the email; but if it’s not delivered to the correct market that message will fall on deaf ears. With over a million US and international healthcare professionals and a 97% deliverability rate, the MMS email marketing service can help you reach your target audience.

How can MMS help?

By using MMS, you can ensure that you are targeting the right market for your message. That way you maximize the benefits of your email marketing campaign. MMS provides a direct link to healthcare professionals by providing many different and individualized email lists – from physician email lists, pediatrician lists, nurse practitioner email addresses and hospital mailing lists.

Use MMS to ensure that your message not only is delivered, but is also delivered to the right people. MMS services include:

  • Double-permissioned emails from physicians and other professionals themselves at their preferred address, whether it be office or personal, to achieve unrivaled response (click-through) rates.
  • State-of-the-art delivery infrastructure to get your message past filters and in the right inbox, the one recipients actually use

To view a directory of the medical industry email lists available to you, visit www.mmslists.com or call 1-800-MED-LIST (633-5478).

Email Marketing Goals for Medical Professionals – Part 1

Part 1 – Increase awareness for new procedures and technology

Technology updates are moving faster than ever, especially in the healthcare industry. Many companies have turned to email marketing to keep healthcare professionals aware of the latest advancements in their field. Email marketing is one of the most effective ways to keep healthcare professionals informed because of its ability to reach a wide target audience instantly.

With busy schedules and a minuscule amount of free time, getting the attention of healthcare professionals is extremely difficult. By using email marketing effectively, you can reach them at a time when they are most likely to digest your message and consider it carefully.

How can MMS help?

Medical Marketing Service (MMS) gives you the ability to reach over a million U.S. and international healthcare professionals. MMS also offers free resources to help you master email marketing with successful methods that will help you achieve your goals. These resources include:

Medical Marketing Service provides the most comprehensive and individualized email lists on the market, helping you obtain the perfect audience for your message.

For over 80 years, MMS has been your single source for the most accurate, comprehensive, competitively priced, up-to-date medical lists from the finest sources, including the leading healthcare professional associations, that pinpoint perfect prospects for your email promotions.

Email Marketing Trends – Week 4

Week 4: Consumers are more welcoming of email messages

According to Forrester, email marketing has been accepted more widely by consumers. In a survey provided to U.S. online adults, the attitudes toward email are more favorable now than they were just five years ago. What has sparked this change?

  • Business owners (and consumers) are more budget conscious and will sign up for email lists to secure special deals
  • Email spam blockers have become more sophisticated
  • CAN-SPAM regulations stop many spammers in their tracks
  • It has become easy to unsubscribe from emails
  • Smartphones make it easy to take email with us wherever we go

How can MMS help?

MMS offers targeted delivery of your message to the healthcare market you are reaching by combining our email marketing and direct mail services. Click here to see how MMS can aid in a better response rate for your campaign.

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