Healthcare brands and providers are increasingly turning to email marketing as a powerful tool to connect with patients. Despite the rise of social media and other communication channels, email remains a reliable and effective way to engage with patients of all ages. In fact, a recent survey revealed that more than two-thirds of US consumers still prefer to receive brand communications via email, including Millennials, Gen Xers, and Baby Boomers alike.
However, successful email marketing in the healthcare industry requires more than just crafting a message and hitting send. It demands a well-considered strategy and high-quality execution. In this article, we will explore six key email marketing best practices tailored to healthcare providers that will help you connect consistently with your audience and achieve greater success.
Healthcare Email Marketing Strategies
1. Prioritize Privacy and Security
Privacy is of paramount importance in the healthcare industry. Patients view healthcare information as highly personal, and they have valid concerns about the security of their data. In fact, a survey of health industry workers found that 63% believe their company or organization has experienced a data breach.
To establish and maintain trust with your audience, it is crucial to prioritize privacy and security in your email marketing efforts. Ensure that all your systems are secure, including access to personal information and marketing platforms. Consider using email marketing tools that are HIPAA compliant, if applicable.
2. Build Opt-In Lists and Safeguard Them
Building your own email lists through opt-in methods, where patients explicitly agree to receive communications from you, is a time-consuming but essential approach. Avoid the temptation to buy databases or swap information with other brands. Building your own lists leads to higher quality engagement and fewer unsubscribes over time.
Quick-and-easy methods of list building may seem appealing, but they can do more harm than good. Sending campaigns without permission can ultimately damage your brand’s reputation and trust among patients. Email marketing platforms like Mailchimp now have restrictions on list building methods, further emphasizing the importance of building opt-in lists.
Once you have successfully built an opt-in list, it is crucial to guard it carefully. Do not share patient information with other marketers and ensure that the data is protected. Neglecting to safeguard your email list can undo all your hard work and erode patient trust.
3. Be Mindful of Email Frequency
One of the most common mistakes marketers make is sending too many emails. Overwhelming patients with excessive messages can lead to high unsubscribe rates and diminish engagement. Approximately two-thirds of consumers cite receiving too many emails as the primary reason for unsubscribing from brand communications].
To maintain engagement levels and a stable email list, it is essential to be mindful of email frequency. Avoid bombarding patients with special notices or one-time offers. While these may yield short-term results, they can lead to the loss of valuable subscribers in the long run.
4. Embrace a Mobile-First Approach
In today’s mobile-dominated world, it is no longer enough to merely consider mobile when crafting email messages. To succeed in email marketing, healthcare providers must adopt a mobile-first approach. Currently, more than half (54%) of emails are opened on mobile devices, and this number is expected to rise.
Being mobile-first extends beyond email design and layout. It involves optimizing all linked pages, considering cross-device behavior, and leveraging smartphone features such as location integrations and health monitoring.
5. Segment Your Lists for Relevance
Segmentation is a powerful tactic that significantly enhances the effectiveness of email marketing campaigns. Marketers rank segmentation as the most effective email marketing tactic because it enables them to deliver more relevant messaging. This is particularly crucial in the diverse landscape of healthcare, where broad messaging often falls flat.
To truly engage your patients, it is necessary to segment your email lists effectively. By tailoring your messages to specific patient groups based on their interests, needs, or behaviors, you can provide more personalized and relevant content. This increases the likelihood of recipients taking action and fosters stronger engagement.
6. Provide Value and Encourage Action
Healthcare marketers have a significant advantage – the majority of patients are genuinely interested in health and wellness. Every email you send is an opportunity to engage your audience more deeply. Provide value by including links to additional information on your website, encouraging social media interaction, or facilitating message sharing. Taking advantage of these simple additions can yield significant results, as you are speaking to individuals who are already interested in your healthcare products or services.
In conclusion, email marketing is a valuable tool for healthcare providers to connect with patients and achieve better engagement. By prioritizing privacy and security, building opt-in lists, being mindful of email frequency, adopting a mobile-first approach, segmenting email lists, and providing value with clear calls to action, healthcare brands can optimize their email marketing strategies and foster stronger patient relationships.
Remember, effective email marketing requires a thoughtful approach and continuous optimization. By implementing these best practices, healthcare providers can maximize the impact of their email campaigns and ultimately drive patient engagement and success. To learn how to effectively create email marketing campaigns, contact the team at Valet Health. Our team can work with your practice to create highly tailored email campaigns.