Marketing is a world with shifting marketing tactics that come and go every once in a while. While these tactics keep emerging every now and then, there is no denying of the fortified marketing strategies that have been there since day one and constantly prove their worth in terms of lead generation even now. One of those fortified marketing strategies is email campaign marketing. The biggest medical businesses acclaim 40% of their patient leads to email marketing.
So let’s say, you started to employ email marketing to acquire patients and get your medical service out there, but how do you know how well it is working? Is it generating back your ROI? At the end of the day, no marketing strategy holds any worth if its potential does not match with your goals and ROI.
So if you are about to activate your next healthcare email campaign, take a pause for a few minutes and measure your campaign to objective-defining questions such as “What is the goal of this healthcare email campaign?“, “Is it to generate patient leads?” “Is it to create a patient subscriber group?”, “Is it to convert more existing leads into patients?”, etc. If you are undetermined of the performance of your healthcare email campaign, it is now time to analyze the impairments and optimize where needed to progress toward your medical marketing goals.
Why Should You Even Use Healthcare Email Marketing?
Email marketing is one of the oldest yet the most successful parts of marketing in general. There are over 4 billion active users of email and over 3 million emails are sent every passing second. These statistics are enough to understand how many individuals (patients in this case) reside in the potential of email.
Aside from the high usage, email marketing is customizable, which is rare in other marketing aspects. With email marketing, the whole framework is customizable, working in the favor of both your existing and potential patients and your medical business. You can cover subjects like the new updates in your medical services, your recent business success, asking for a patient review or telling them about any discount or special offers. With its use foreseen to increase by a double margin, email marketing is here to stay, with a current ROI of 4300%.
How To Analyze Your Healthcare Email Campaign Performance?
While email marketing is a prosperous marketing aspect, it is crucial to determine whether it is working to its potential, therefore analyzing your healthcare email campaign’s performance is important too. Here are some Key Performance Indicators (KPIs) to help analyze your email campaign’s success rate.
The Open Rate
An email campaign’s open rate is the number of patients who received your email and opened it. This is a significant KPI to quantify whether your marketing emails are being opened at all by your patients. Your healthcare email campaign is a waste of a marketing budget if their open rate doesn’t come to scratch the number of patients in your campaign’s database.
The Unsubscribe Rate
An email campaign’s unsubscribe rate is the number of patients who received your emails and chose to be dropped from your campaign. This means that your campaign was unsatisfactory and failed to provide both your goals and your patients’.
There are numerous components that can influence your unsubscribe rate. If your emails look spammy, have misleading email titles, contain spammy links or clickbait, patients are likely to get irritated by them and choose to unsubscribe. This brings a negative impact on your medical business’s credentials as well.
The Clickability Rate
An email campaign’s clickability rate refers to the number of patients who were influenced by the marketing content inside your emails and choose to click on the links provided in the emails, which are basically links to your medical site or blog entries.
The Conversion Rate
An email campaign’s conversion rate is the most important KPI to consider when analyzing its performance. This KPI refers to the number of patients who received your emails, clicked on them, clicked on the links provided, and chose your medical services. This is the rate of patient leads generated by your email campaign.
How To Optimize Your Healthcare Email Campaign For Better Performance?
Once you have learned how to analyze your healthcare email campaign’s performance and figured out where it is lacking, it is now time to optimize it and turn those failings into powerpoints. Here are some optimizing factors that can improve your medical email campaign’s performance.
Your marketing emails must always have a definitive purpose. The subject of your email can hugely impact your clickability, open, and conversion rates. When in doubt, create different marketing emails with different purposes and ensure that you are labeling and sectioning your patients by their interests so you can send them subjects that are the most relevant to them.
Your marketing emails’ titles are what impact your email open rate. Always opt for direct titles that are basically that: direct and straightforward. These titles tell the patients what to expect from your emails. Some good examples of direct email titles are:
“Save 55% On Influenza Shots”
“How Can I Prevent My Family From Malaria + A Doctor’s Advice”
“Free Newborn Vaccines Available In Your Area”
Link Anchor Text
To get the best clickable rates on your emails, make sure to add powerful anchor text that supports your links that navigate your patients to your medical site or blog. To further develop your anchor text, add supporting sentences such as”
“Click Here To Subscribe To Our Medical Blog”
“For Further Information, Click On The Link Below”
“Discover More Of Our Dental Services Here”
Relevant Email Campaign Content
The relevancy in an email’s content is what makes or breaks an email campaign’s performance. A patient will only click and look forward to receiving your marketing emails if what you are sending them is relevant, interesting, and matches their interests. If one patient pursues your medical site for its medical content, send snippets of it in your emails, or if another browses around the discount or special offer page of your medical site, send those to them in your emails.
Tracking The Performance Of An Healthcare Email Campaign
Every medical marketing strategy must be analyzed to check the matching rates between its potential and its outcomes to ensure high ROI and goal completion for your medical business. To reiterate, your healthcare email campaign must generate patient leads, expand your patient crowd and get your medical services out there. To ensure it does all of that, analyzing and optimizing it is necessary.