You likely already recognize email as your number one marketing tool for reaching healthcare providers and life sciences professionals to inform them of the latest news and developments in their area of specialty.
The question, then, isn’t whether you should be using email marketing but how you can best implement an email marketing strategy to reach your objectives.
People often focus on an email’s message and appearance when they talk about email marketing. While these are, of course, essential elements of a successful email campaign, we want to focus on what happens after the email is written and designed. This can determine whether your campaign is successful or not—email deployment.
Understanding Email Deployment
Writing an email is one thing. Deploying email campaigns is something else entirely.
In the world of email marketing, the term “email deployment” refers to the act of sending out email campaigns to a pre-determined email list. This is the last step after you have written, designed, and approved an email campaign.
Successful email deployment relies on getting your emails out to the right people in accessible ways, including preparing your emails for both HTML and plain text.
We recently spoke with HealthLinks Dimensions’ resident email deployment product manager Erica Smith to learn more about what challenges healthcare providers face with email deployment and how our product can help them navigate and overcome those challenges.
Challenges Associated with Email Deployment
Erica’s favorite part of her job is helping clients get out their email deployments. She works with all types of clients in the healthcare industry, including pharmaceutical companies, hospitals, university systems, and more.
With this breadth of knowledge and understanding about how email deployment works across varied sectors, Erica is uniquely positioned to help clients in all aspects of the healthcare industry. She also understands the unique challenge healthcare professionals face with email deployment.
Challenge 1: Not understanding your audience
As Erica says, “The biggest determining factor in your email success is knowing who you’re sending every email to.”
Erica and her team help clients segment their email lists to reach specific audiences with targeted messages. This allows clients to better understand their audience and the emails they open.
Challenge 2: Getting sent to spam
Your email content doesn’t matter if it gets sent to your subscribers’ spam folders, never to see the light of day.
One-way HealthLink Connections mitigates this is with a reputable IP string. Email servers consider the reputation of an IP address when deciding how to filter it. As Erica explains, HealthLink has several dedicated healthcare IP strings that only send healthcare-related content to healthcare professionals. This increases our reputability and is often the primary reason clients come to us in the first place.
In addition to having reputable IP streams, our team at HealthLink Connections actively looks at blacklist trends to ensure that our emails don’t end up in spam folders. We get reports any time this happens and have a process in place to remove email addresses that encounter this issue.
Challenge 3: Taking too long to get data
When you’re only sending one or two emails a week, it can take forever to collect enough valuable data to make changes that improve your email deployment strategy.
In contrast, HealthLink Dimensions sends dozens of emails a week to a variety of life sciences professionals. This gives us more insights into what does and doesn’t work, so we can make changes and suggest areas of improvement quickly.
Trust HealthLink Connect for Your Email Deployment
Accuracy and trust are the most critical elements for your email campaigns.
By using a trusted email deployment provider, such as HealthLink Connect from HealthLink Dimensions, you can ensure that your messages get sent to the right people at the right time so they can take action.
Contact us today to learn more.