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.

1399313131555

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.

Advertisements

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.

 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)

Looking Ahead: The Value of A Physician’s Assistant

Physician’s Assistants are transforming the healthcare industry by extending the care provided by physicians and increasing overall access to care, crucial going into 2014 to adapt to the Affordable Care Act. It is vital to recognize the importance of this group in the healthcare industry and learn how you can connect your marketing with the growing number of physician’s assistants.

The flexibility of their schedule and versatility of their expertise makes physician’s assistants a key player in the healthcare industry and places them on the radar for your marketing plan. As the second fastest growing profession in the United States this decade, physician’s assistants often play a significant role in decision making and are an attractive option to connect with if the doctor is unavailable.

physician assistant

Physician’s assistants have prescribing privileges in all 50 states, and must complete 100 hours of continuing medical education to maintain their certification. Known for treating the “whole person,” physician’s assistant priorities are directly in line with those listed by the U.S. Department of Health and Human Services. These principles include: helping people live longer through preventing disease, eliminating health disparities, creating environments that promote good health and promoting healthy behaviors through all life stages.

With the introduction of the Affordable Care Act, medical providers will look more often to physician’s assistants to make decisions and play critical roles in prescription and treatment decisions. Their general medical background allows for physician’s assistants to provide a range of care, including preventative, primary care and surgery. This will help the field grow an estimated 39% this year, as they become a viable choice for patient care and helping to offset physician shortages.

Medical Marketing Service, Inc. (MMS) offers a solution that allows you to target specific physicians and physician’s assistants 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.

In affiliation with the American Academy of Physician’s Assistants, the AAPA-E-Mail (SM) list can help you reach over 95,000 physicians assistants through 100% opt in emails. The best addresses deployed through the best email service provider in healthcare gives you an unbeatable way to market to PAs while continuing to be cost-effective and provide return on investment.

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

Results Are In: 2012 B2B Marketing Benchmark Report

B2B Marketing Benchmark Report
The details of the annual 2012 B2B Marketing Benchmark Report have been released with the performance results of traffic to B2B websites for the year. Compromised of data from over 62 million visits, 215 million pageviews and 350,000 leads from more than 600 small and medium-sized B2B websites; the results of this report offer you insight you can use to improve your company’s website going forward.

Key findings of the B2B Marketing Benchmark Report include:

1.There is clear cyclicality in the B2B space with first quarter of 2012 and from September to mid-November, showing the strongest performance in terms of traffic.

2.Google is the single most important referring domain to B2B websites, responsible for over 36% of all visits.

3.Social media is still a small fraction of traffic and leads to B2B websites, contributing on average less than 5% of all traffic and leads.

4.Email shows high engagement rates as well as strong conversion rates with an average 2.9% lead conversion rate.

5.Paid search usage showed a constant decline among B2B marketers in 2012. Over 10% of companies in the report discontinued their paid search campaigns during 2012.

6.Twitter is the strongest social media channel for generating lead, outperforming Facebook and LinkedIn 9-to-1 with 82% of social media leads coming from Twitter.

Email shows the highest conversion rates compared to all other sources, which included referral, paid search, direct, organic and social media. The conversion rate of email, 2.89%, was by far higher than the average conversion rate of 1.6%. Email also ranked highest in pageviews per visit with a higher than average number of pageviews, 3.75, versus the average of 3.03, proving email to be the strongest source for conversion rate, as well as engagement.

The trend of email bringing in high engagement and conversion rates is expected to continue as more B2B marketers leverage email for lead nurturing as well as lead generation. Email should be, and needs to be, used for driving a constant flow of traffic to your website and creating repeat visitors. As the strongest channel of website engagement, your business can’t afford to miss the opportunity to utilize email going forward.

As the leader in email marketing services, MMS can find the email solution that fits your business. Our frequently updated and highly effective lists go to the email that physicians and healthcare professionals regularly use, that’s why MMS is able to offer an unsurpassed 97% deliverability rate. Learn how MMS help your business maximize its email potential by contacting us at 1-800-MED-LIST or visiting our website.

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.