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Effective Email Marketing Tips for Pharmaceutical Industries
1. Choose the Right Email Design
A solid email design is key to making your message stand out. And when it comes to email marketing design best practices, there are three important tenets to keep in mind:
- Be purposeful with your layout.
- Communicate effectively.
- Include interactive features.
- Start with a great subject line
A good email subject line is something which is short & sweet, makes a genuine promise, tells what is inside, and is highly relevant. Some tips to write highly engaging email subject lines are: generating curiosity, emphasizing urgency, touch on the pain points, ask a question, and preferably use an emoji if it suits.
2. Optimize for Mobile
As many as 80.8% of readers read emails on mobile devices. So make sure you optimize your emails for mobile viewing. Here is a quick guide from SendX on how you can optimize your emails for mobile really well.
3. Create Great Content
There is no substitute or way around this one. Your content needs to resonate with the doctors, pharmacists, patients, and pretty much all your subscribers who have taken the time to sign up for your email list. Otherwise, you wouldn’t be keeping the promise. So, get this right. But fret not, because you can always go for a software with a great drag and drop editor which helps you do that without needing to know HTML. Using readymade email templates helps a great deal as well.
Pro tip: Roll out content about related medical events and trends which could have a bearing on the type of medicine you are manufacturing.
4. Make Sure Your Emails are Deadly Accurate
Proofread and review the accuracy of your emails thoroughly before sending. There is absolutely no room for error in the pharmaceutical industry. For example, an incorrect sentence about the possible uses or side effects of your drug can actually land you in serious trouble.
5. Avoid the Spam Folder
Here are some more best practices to prevent your emails from going to spam. One good way to make sure of that is to let the uninterested subscribers go. Letting them unsubscribe will ensure your email list remains clean, and also helps you comply with laws like the CAN-SPAM act.
6. Send at the Right Time
Email automation is a great way to ensure that your emails not only to the right subscriber, but also go at the right time. Scheduling drip campaigns is another powerful way to do it.
7. A/B Test before sending
A/B testing can be done on all individual elements of an email like subject line, preview text, from-name, or on the whole email such as changing the template, long copy vs short copy. You can make your email campaign truly effective by using this technique.
8. Use Email Personalization Techniques
Email personalization in email marketing is a tactic in which email marketers use subscribers’ data within their emails to make the content feel custom-made for the intended recipient. More on email personalization is available here.
9. Include a Clear CTA (Call to Action)
A clear and easy to find CTA in your email will ensure that your customers know the next step. It need not always be something prompting them to make a purchase. But make sure that it is the next logical step in the customer’s decision-making process. For example, if the recipient is a pediatrician to whom you have sent an email with the list of ailments affecting children, then the next logical step will be to know the list of medicines available for each kind of ailment, which should also be the CTA.
10. Track and Monitor the Email Campaign Performance
There are few basic metrics that every email marketer should track to monitor their campaign, such as Click to Open Rate (CTOR), Click through Rate (CTR), Open Rate (OR) / Unique Open Rate (UOR), Unsubscribe Rates, and Conversion Rate (CR). Find a detailed guide on email marketing KPIs here.
Wrap Up
Now that you know what all needs to be done to get the most out of email marketing to boost your pharmaceuticals business, in order to put this into action and make the most of it, you need to choose the right email marketing software, something which also gives you good email deliverability. Even if cost is a major consideration, there are quite a few affordable and easy to use email marketing software out there. We recommend SendX, which is easy to use and affordable, and comes with a 14-day free trial, no credit card required.