Email marketing should not get lost in the shuffle of all the flashier new social media tools. Properly created and executed email marketing campaigns still have the best ROI of anything out there. If your email marketing efforts seem dull or ineffective it may be because you need to review what makes email marketing work.
Here are 9 Best Practices for Medical Email Marketing
1. Include Incentives in the Subject Line: When you include an incentive in your subject line, you can increase open rates by up to 50%. “Special spring rates for Botox treatments” or “Complimentary skin care clinic” are examples of good, incentive-focused subject lines.
TIP: Do not use high pressure sales gimmicks such as all caps or cheap sounding phrases like “FREE, FREE, FREE!!!”
2. Use Less than 3 Typefaces: The less clutter you have in your email, the more conversions you will realize. Multiple typefaces are distracting and often times confuse the reader rather than highlight the message.
3. Keep the Main Message and Call-to-Action “Above the Fold”: 70% of recipients won’t see a call-to-action that falls below the fold. The best emails have only one call to action repeated at least three times at different points in the email.
4. All Emails should be 500-650 Pixels Wide: If readers have to do much horizontal scrolling you will lose at least half of them before they read the whole message.
5. Place your Logo in the Upper Left-Hand Side of the Email: Eye tracking studies have found that people instinctively look for logos in the upper left-hand side of emails. Your logo represents your brand and people need to see it first.
6. Make Subject Lines Compelling and Concise: Effective subject lines contain no more than 30 to 50 characters. The subject line should also create a sense of urgency and give readers an indication of what to look forward to once they open the email.
7. Use Auto-Responders for Opt-Ins: Many readers will forget they opted in. Set up an auto-responder that reminds them they opted in to your email database. Create a scheduled auto-responder so people who have opted in are reminded 1, 5, and 10 days after they register. Each auto-responder should include some kind of bonus information as a reward for opting in.
8. Tie Emails to Landing Pages: Your landing page and email should match in headline, copy, and content. The look and feel of your landing page should also match the email. Use tracking tools to determine which landing pages and emails get the best results.
9. Do a Five Second Test: Send a copy of the email to a friend or business associate. Can they quickly tell what your call-to-action is? If they can, you have a winner. If not, keep working on it.