Why Does Healthcare Email Marketing Still Work? (Tips To Do It Best)
Hospitals and healthcare practices have a unique challenge when it comes to marketing. They need to reach out to potential patients while also satisfying the needs of current patients and their families. And they have to do all of this within a tight budget. So how can you make the most of your marketing efforts?
One great way is through email marketing. Email is still one of the most effective ways to reach people, and it's especially useful in healthcare because it allows you to target specific groups of people based on their needs. However, if you're new to creating email marketing campaigns for your healthcare organization, it can be tough to know where to start. In this article, we'll show you how to create an effective healthcare email marketing campaign. Let's go!
What Is Healthcare Email Marketing?
With more than 4 billion daily users, email is still one of the most effective ways to reach people. And it's especially valuable for healthcare organizations because it allows them to target specific groups of people based on their needs.
For example, suppose a hospital wanted to promote a new weight-loss surgery program. It could send emails specifically to people who have previously shown an interest in weight-loss surgery. Or, if a neighborhood healthcare provider wanted to increase attendance at its annual flu shot clinic, it could send emails to people who live in the area and are over the age of 65 (the CDC recommends that everyone over the age of 65 get a flu shot).
Email marketing is also an excellent way for healthcare providers to stay in touch with current patients and their families. For example, you can use email to send appointment reminders, discharge instructions, or follow-up surveys.
Strengths and Limitations of Emails
As with any marketing tool, there are both strengths and limitations to using email. Let's take a look at some of the most important ones:
- Email is still one of the most effective ways to reach people. In fact, according to a recent study, email's return on investment (ROI) is an impressive $36 for every $1 spent! That's more than four times the ROI of any other form of digital marketing.
- Email is a great way to target specific groups of people. For example, you can segment your list by age, location, or interests.
- Emails are relatively easy and inexpensive to create and send.
- Email allows you to track important metrics, such as open rates and click-through rates. You can use this information to improve future campaigns.
- Email can be easy to ignore, especially if people are inundated with emails on a daily basis.
- People can accidentally delete emails or unsubscribe from your list.
- Spam filters can sometimes block legitimate emails from reaching people's inboxes.
As you can see, email for healthcare marketing has both strengths and limitations. However, when used correctly, email can be a powerful tool for reaching potential patients and promoting your healthcare organization.
Tips To Create The Best Healthcare Email Campaign
Now that we've gone over some of the basics of healthcare email marketing, let's take a look at some tips for creating an effective campaign:
1. Design Your Email Template
The first step in creating your healthcare email marketing campaign is to design your email template. Your template should be simple and easy to read, with a clear call-to-action (CTA) that tells recipients what you want them to do.
It's also essential to make sure that your email looks good on both desktop and mobile devices. With a majority of emails now being opened on mobile devices, your email must be optimized for small screens.
2. Personalize the Content to Your Audience
When you're creating the content for your email, personalize it to your audience. This means tailoring the content to their specific needs and interests.
For example, if you're targeting senior citizens with your flu shot campaign, use language that is easy for them to understand. You also want to highlight the importance of getting a flu shot and how it can help them stay healthy during the winter months.
You can also personalize your emails by using the recipient's name in the subject line or in the body of the email. This is a great way to make your email feel more personal and increase the likelihood that recipients will open it.
3. Create a Converting Subject Line
Your subject line is one of the most important elements of your email, because it helps determine whether people open it.
When creating your subject line, make sure to keep it short, clear, and to the point. Avoid using any gimmicky tactics, such as all caps or excessive punctuation, as this can come across as spammy.
Instead, focus on creating a subject line that is interesting and accurately reflects the content of your email.
4. Think Like a Patient, Not a Marketer
Instead of thinking about how you can sell your product or service, try to think like a patient. What are their needs and interests? What problems can you help them solve?
Thinking like a patient helps you create content that is truly helpful and relevant to them. This will not only increase the likelihood that they'll read your email but also that they'll take action on your call-to-action (CTA).
5. Include A Call-To-Action
As we mentioned earlier, your CTA is one of the most important elements of your email. Without a CTA, recipients may not know what you want them to do or what they can do.
When crafting your CTA, make sure it is clear and concise. It should also be relevant to the content of your email. For example, if you're promoting a new cardiac health program, your CTA could be "Sign up for our cardiac health program today!"
6. Analyze The Results
As with any marketing campaign, it's important to analyze the results of your email campaign. This will help you understand what is and isn't working and allow you to make necessary changes.
There are a few key metrics you should focus on when analyzing your email campaign, including the open rate, click-through rate, and unsubscribe rate.
7. Always Follow HIPAA Guidelines
Lastly, it's important to always follow HIPAA guidelines when sending any type of email that contains Protected Health Information (PHI).
There are a few key things to keep in mind when sending PHI via email, such as ensuring that the email is sent through a secure server and that it is encrypted. You should also avoid sending PHI to any email addresses that are not secure. By following these best practices, you can create an email campaign that is both effective and compliant.
When it comes to healthcare email marketing, follow best practices to create a campaign that is both effective and compliant. Key things to keep in mind include using a responsive design, personalizing your content, creating a compelling subject line, thinking like a patient, and including a CTA. Additionally, make sure that you're always following HIPAA guidelines when sending any emails that contain PHI. Following these best practices helps you create an email campaign that is sure to engage and convert your audience.
At Digital Authority Partners, we specialize in healthcare marketing and would love to help you create a campaign that meets your unique needs. Contact us today to learn more about our services and how we can help you reach your marketing goals.