Email Marketing Rules for Healthcare Organizations

Patrick ShannonDirect Marketing Associate, AIS Media, Inc.

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TOP 3 GOALSfor Email Marketing

1. Amplify brand awareness = Visibility2. Drive the right website traffic = Intention3. Increase visitor conversions = New Patients

What Really Works

EMAIL MARKETING

Unsung Hero

Top Digital Marketing Trends2012

Email remains the “workhorse” of direct digital marketing.

– Forrester Research

Email is the most effective way to acquire customers [nearly 40x more effective than Facebook and Twitter combined], 91% of U.S. consumers use email daily.

McKinsey & Company

Email marketing has an average return on

investment (ROI) of $44.25 for every dollar spent.

Direct Marketing Association

4,300% ROIDirect Marketing Association

Source: Litmus

Why Email? COST-EFFECTIVE

IMMEDIATE PERSONAL TRACKABLE

VERSATILE

Build Your List

77% prefer to

receive permission based marketing messages through email

Exact Target

Map Out Your Content Strategy:Attract & Interact With Your Audience Using Quality Content

Website

Giveaways

Social Media

Segment

Types of Segmentation

GEOGRAPHICAdding a little local flavor to your emails can help

give prospects the feeling that you know and

understand their situation

BEHAVORIALSegmenting based on

behavior is another easy way to provide relevant

and timely information to prospects

PURCHASING POWERPosition within a company is

another valuable way to segment your audience. It ensures that you are providing the right content to

drive decisions

50%Open Rate

CTR30%

Source: Litmus

What’s Your Offer?

What makes a good offer:1. Valuable to your audience

2. Aligns with your

products/services

3. Targeted to where your

audience is in the sales process

How to leverage an offer:1. Create targeted offers

2. Use the offer to gather

information

3. Use effective calls-to-action

4. Track the results

Compelling Content

Content Checklist:1. Relevance To The

Audience

2. One Central Idea

3. Clear CTA

4. Compelling Subject Line

Tip #1Write Email copy with value

Ask Yourself:1. Is it going to add more

knowledge to my subscriber?

2. Is it going to solve their most pressing problems?

3. Is it worth their time?

Tip #2 here

Tip #2Email body should be short and concise

Compelling Copy:1. Establish Relevancy

2. Write In the Second Person

3. Talk About Benefits, Not

Features

4. Use Actionable Language

5. Be Brief

Tip #3Display Your CTA

near the top of the page

CTA

CTA

Tip #4Keep subject lines 50 characters or less for maximum impact

64% say they open an email because of the subject line.

– Salesforce

How to Avoid Spam:1. Bright RED or GREEN fonts

2. Exclamation points!!!!!!!!!!!

3. USING ALL CAPS

4. Phrases like: “Click here!” or “Once in a lifetime opportunity!”

Design For Mobile

Dec-1

3

Jan-

14

Feb-1

4

Mar

-14

Apr-1

4

May

-14

Jun-

14

Jul-1

4

Aug-1

4

Sep-1

4

Oct-14

Nov-1

4

Dec-1

40%

10%

20%

30%

40%

50%

60%

70%

80%

Desktop-Centrick

Mobile-Aware

Responsive

Mobile Friendly EmailsHow are B2C brands sending their promotional emails?

Responsive DesignPropels Email Performance

63.3%

36.7%

Mobile vs. Desktop Open Rates

Mobile Desktop

Dental & Orthodontic Email Marketing Statistics

http://www.benchmarkemail.com/resources/manuals/dental-and-orthodontic/industry-statistics

41%

37%

2%

20%

Engage in Email Campaigns

No Plan to No longer Yes

55%

3%3%

1%

38%

Send Frequency

Monthly Every two months Quarterly Seasonal or Annual Greater than monthly

53%

19%

15%

2%

11%

List Size

Less than 500 500 - 1,000 1,000 - 3,000 3,000 - 5,000 5,000+

Elements

*Source: WebDAM (2014)

Emails with social sharing buttons increase click-through rates (CTRs) 158%

Linking:

Timing is Key

Email Opens by Time of DaySubscribers are likely to open email after 12pm

and the most active hours are 2-5pm.

Email Opens by Day of WeekMost emails are sent between Monday & FridayTuesday & Thursday are the highest-volume days

Reporting

Customers by Industry Open Click Bounce Unsubscribe

Health & Fitness 24.27% 3.64% .83% .14%

Medical, Dental & Healthcare 22.76% 3.07% 1.25% .29%

Pharmaceuticals 17.79% 2.62% 1.27% .24%

Email Campaign Statistics

Search Engine Optimization (SEO)Client Case Study: Strategic Outsourcing, Inc.

With annual revenues exceeding $2.5 billion, SOI is the third largest privately-held professional employer organization (PEO) in the United States. SOI recognized that they were lacking in overall brand awareness and online visibility when compared to their top competitors.

AIS Media developed a comprehensive content marketing and SEO program to increase brand awareness and online visibility for SOI’s 22 regional offices.

Email is a valued channel across nearly all message types:

1. Patient care (49%)2. Health tips (68%) to 3. Seasonal reminders

and payment reminders (56%)

Source: TeleVox)

What This Means: Keep your organization top-of-

mindDevelop patient relationships

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AIS Media, Inc.3340 Peachtree Rd, Suite 750Atlanta, GA 30326(404) 751-1043

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