Embed Size (px)
Citation preview
Email and mobile: new tricks, tips and metrics in a customer-centric world
1
Mobile is creating Emails’ Evolution!
Email & Mobile: Boring or Breakthrough?
ASK YOURSELF…”EMAIL IS…”…
Boring Old school Ineffective Need-to-have but not a business driver Someone else does it (a version of “boring”) What’s a database? What’s email? Potential game-changer (the best answer!)
ONCE UPON A TIME, EMAIL WAS...
Structure:• Great list• Great content• Compelling offer• In-the-can• Pre-determined cadence • On and on…
Old (current) metrics: • Open rate• Click-through • Action-taken• CTOR
EMAIL IS A CRITICAL PART OF HCP MARKETING
REAL-WORLD FACTORS MAKE MOBILE EMAIL A WINNER
8 second attention span
15 minutes per patient
74 interruptions/alerts from EHR daily
68% of HCP’s prefer email to Sales Rep visit (11%)*
Time-squeezed Customer-centricity
*Annual HealthLink Professional Communications Study 2016
Disappearing Access
Having access to see a doctor is hovering around 50%
MOBILE TIPPING POINT CHANGES THE GAME
As of March 2016, 51% of all U.S. Internet traffic is now mobile
80% (+) of HCP’s have smartphones*
63% of HCP view email on mobile vs 20% on desktop**
*eMarketer March 2016 **MMS
YOUR ENEMY
HCP ENGAGEMENT: MOBILE COMPETITION IS FIERCE
It’s all about Context* in a customer-in-control world(time, data, event, season, last-action, next-action, etc)
*Forrester email reports 2015/2015: Best Practices, case studies, strategic approach
FORRESTER ON EMAIL: STILL THE MOST COST-EFFECTIVE CHANNEL IS EVOLVING FAST
“Don’t Ignore the User ExperienceYou should also assess the user-facing elements of your email program. Components of a successful campaign include a concise and relevant subscription process, engaging, customized, and contextually relevant content, strong visual presentation, and trust-instilling best practices that help foster long-term customer care.”
*Forrester email reports 2015/2015: Best Practices, case studies, strategic approach
Forrester, US Experience Index, Q1 2015
“Which of the following initiatives are likely to be your organization’stop business priorities over the next 12 months?” (Global business leaders’ top priorities)
WHY CRM/CXM? THEY GROW REVENUE AND KEEP CUSTOMERS
EASE-OF-USE NOW BEATS TRUST
• 59% trust Advocacy sites, but only 19% visit them
• 53% visit WebMD, but only 39% trust the content
• And for Biopharma? 40% trust the content and find it easy-to-use but only 10% visit!
Makovsky March 2016
LET’S LOOK AT A KEY HCP AUDIENCE(The largest group in today’s workforce)
14
Mobile is a must: 88% check email on smartphone 98% check personal email every few
hours at work One client, 62% open PRM on smartphone
Up from 47% in 2015
Pictures are worth a 1000 words: This age group thinks & communicates in
images
HBR blog ‘Email is the best way to reach Millennials’* ADOBE “Email: We just can’t get enough” 8.26.15; https://blogs.adobe.com/conversations/2015/08/email.html
*American College of Physicians
MILLENNIALS': 25% OF HCP’S ARE UNDER 39 YEARS OLD*
TIMING IS EVERYTHING: EMAIL AND MILLENNIALS
15HBR blog ‘Email is the best way to reach Millennials’* ADOBE “Email: We just can’t get enough” 8.26.15; https://blogs.adobe.com/conversations/2015/08/email.html
Millennials are also more likely than any other age group to check email:
From bed (70%)
Driving (27%)
From the bathroom (57%)
MOVABLEINK IS GREAT EXAMPLE OF INNOVATION
Real-time data updates inside the email
Time and event triggers
Previous behavior triggers dynamic content
LITMUS IS A GREAT TOOL (PIXEL)
Litmus: Customer controls the CTR, but you can provide a ‘time-on-email’ metric that allows you to evaluate the value of your content seen and give the customer a sense of control
Free “Email Marketing in 2020” https://goo.gl/2h13QX
Litmus: Recognizes time-squeeze and customer control , by allowing you to know whether they actually read the content:• Time read• Skimmed• Deleted• Device• Geography• Time-of-day• Shared/
Forwarded
MOBILE ECRM METRICS ARE EVOLVING:BEYOND THE CLICK, IT’S ENGAGEMENT
New metrics: • Open rate • Time spent
reading• CTR • Action-taken• CTOR
Old (current) metrics: • Open rate• Click-through • Action-taken• CTOR
THE ‘TIPS’ PART OF THE PRESENTATION! (IDEAS THAT CAN IMPACT YOUR ECRM NOW!)
CONCLUSION: THE GAME HAS CHANGED, CHANGE WITH IT
Test, but don’t waste time: Usability Hub
Lean templates
Play to audience mobile consumption Time-of-day, events, seasonality, regionality
Apply sequential subject lines & copy
Apply tracking tools like Litmus
THINGS TO THINK ABOUT (2) Open triggered dynamic content
Database knows what previous content doctor consumed Limit CTA’s to 3 Use Call Center as primary CTA
Satisfy the immediate response to content / customer service Map mobile analytics to physician working day Create ad hoc trigger emails Be careful of video; it does not work well across all platforms.
THE ‘TIPS’ PART OF THE PRESENTATION! How can we learn from Consumer market? Can we re-purpose content? Can we create event/trigger-based program? What should we be testing? How do we maximize eCRM
