Healthcare Email Marketing Best Practices
Healthcare email marketing best practices often get overlooked for the more saturated email marketing industry. If you are using a standard email marketing program, healthcare is just one more thing in your pile to be done. But if you’re going to work on something, it may as well done correctly and by that I mean following healthcare email marketing best practices.
Healthcare marketing emails are unique in a few ways. They are sent through personal health records, doctor’s offices, and patient portals. This presents several opportunities that other industries don’t have, but also extra challenges. Your healthcare email should always be personalized for the recipients, with as much information as possible about their medical backgrounds. You also need to make sure any links to your site are secure, along with properly tracking the inboxes in which you are sending emails. If you’re not conveying your message within the first 10-15 seconds, it could be the end of your interaction with your audience. Take advantage of those moments to get a strong start on the rest of the email experience for your reader.
Think Customer First
In any business, there are certain things that are non-negotiable. In healthcare, these things include making sure your patients get the care they need and want, and being able to affordably do so. It’s easy to forget that when you’re busy managing so many other aspects of your practice—but it’s essential.
It’s important to remember that while you’re selling a product or service, you’re also selling peace of mind. Your patients need to know that when they go through their insurance company’s website or call in for help, they’ll get fast, accurate answers—and that those answers will be relayed in a way that makes sense to them.
This means taking the time to educate yourself about how different insurance companies work, what kind of questions your patients may have about their policies or their coverage options (and why), and how best to answer those questions so that everyone feels like they’ve been heard. It also means making sure every person who interacts with your practice has the tools they need to provide great customer service—whether it’s a receptionist who can take calls from new clients or a nurse who can explain complicated medical terms in plain English.
Personalization and Segmentation Make a Difference.
The healthcare industry is one of the largest in the country, and it’s only getting bigger. According to the US Department of Health and Human Services, healthcare spending has been growing steadily since 2007, and it’s expected to continue doing so through 2021
To help you reach your target audience and make an impact with your email marketing efforts, we’ve outlined some of the best practices for healthcare email marketing:
Personalizing Your Emails
Studies show that personalization makes a big difference in engagement rates. According to a study by MailChimp personalized emails have an average open rate of 35%, compared with just 12% for nonpersonalized emails. Even better? Personalized email campaigns can see even higher open rates—up to 50%.
Segmenting Your Lists by Demographics, Interests, and More
Segmentation can help you reach more people who are interested in what you’re offering—and help keep your campaign focused on what matters most to
Create Consistent and Mobile-Friendly Experiences.
When it comes to healthcare email marketing best practices, the most important thing you can do is create consistent and mobile-friendly experiences for your audience.
By creating a consistent brand voice and tone, you can make sure that your audience always knows who they’re talking to. And by making sure your emails are mobile-friendly, you’ll be able to reach more people and create more engagement with your content.
Plus, when you design an experience that’s both consistent and easy for people to access on their phones, you’ll be able to increase the number of people who click through your links—and ultimately the number of people who actually see what you’re offering!
Ask subscribers to whitelist you.
If you’re sending out a lot of emails, or if your recipients are getting overwhelmed by the amount of email they receive, ask them to add your address to their whitelists.
This will help ensure that your emails make it through the spam filters and get delivered directly to the inbox of subscribers who have opted in to receive them.
Integrate email marketing with other marketing channels.
One of the best ways to get your email marketing strategy off the ground is to integrate it with other channels.
For instance, if you’re using Facebook ads or Google ads, you can include a link to your website in the ad itself. You can also promote your email list signup with social media posts and blog content.
You should also consider putting together a landing page on your site that encourages people to subscribe to your email list. This can be as simple as a form asking for an email address and name, or you can use this opportunity to provide some value in exchange for the contact information. Make sure that everything you do is in line with your SEO strategy—the last thing you want is for someone’s search query about one topic to bring them directly into an unrelated sales pitch!
Make sure to stay compliant with regulations.
Healthcare email marketing best practices are about more than just sending out a few emails. It’s about staying compliant with regulations, making sure your content is relevant and helpful to your recipients, and ensuring that you’re using language that’s professional.
There are a number of regulations that apply to healthcare email marketing, so make sure you stay up-to-date on them by reading this article from the Federal Trade Commission.
It’s also important to make sure that your emails are relevant to your recipients—and not just in terms of the content they contain but also in terms of the timing and frequency. If someone isn’t interested in what you have to say, they’re likely going to unsubscribe or mark your messages as spam.
Finally, make sure that all of your communications are professional in tone and appearance. This means avoiding slang words or phrases, making sure logos and images are appropriate for medical facilities (think white coats), and avoiding messages with too much text or too many links.
Use email to stay in touch with potential new patients.
Using email to stay in touch with potential new patients can be a great way to keep up your visibility and let people know what you have going on.
Here are a few tips for making the most of your healthcare email marketing:
-Be consistent. Keeping up with your email marketing allows you to reach out to clients who may have forgotten about you, but it also helps them feel like they’re part of an ongoing conversation, rather than being bombarded by sales pitches.
-Keep it simple. You don’t have to send out long emails—in fact, shorter is better! If you have too much information in each message, then it can become overwhelming for the reader and seem too sales-y.
-Personalize messages where possible. If someone has filled out a form on your website or written in to say hello, then it’s worth sending them an individual message back instead of just sending out the same generic response to everyone who contacts you.
Encourage patient feedback.
It’s important to know how your patients feel about their experience with your healthcare organization, whether it’s a hospital, clinic, or medical practice. Feedback is a great way to learn about what you’re doing well and what needs improvement.
You can ask for feedback in person or through an online survey. If you have an automated appointment reminder system, consider asking patients to rate their experience on a scale of 1-5 before they leave the office. You may also want to include a link to an online survey so that your patients can fill out the form at home.
If you have a website, consider adding a short survey form on your homepage or landing page that asks patients how they would rate their visit with you, as well as any comments they might have about their experience.
Don’t overwhelm subscribers with emails.
While it may seem like a good idea to send your healthcare email marketing subscribers as many emails as possible in order to get them to stay interested, this can actually backfire. If you send too many emails, your subscribers will start to ignore your messages, or worse yet, unsubscribe from them entirely. It’s true that people have limited attention spans, but that doesn’t mean you should treat them like they have none at all!
Instead of sending frequent emails with lots of information, try sending fewer, more meaningful ones that are packed with useful content and helpful tips.
If your aim is to increase email engagement, make sure that you don’t overwhelm people with too many emails. Monitor how your subscribers are engaging with your emails regularly and tweak accordingly. Make sure that the emails you’re sending are relevant, updated, and helpful. Be consistent, but not redundant. And above all else, make sure that you’re keeping up with best practices established by the CAN-SPAM Act of 2003.