Creating a successful medical email marketing campaign comes with its own unique challenges. Businesses have to keep in mind specific legal requirements while crafting an email that’s relevant, readable and informative.
HealthLink Dimensions knows how to create physician emails that are effective, whether the goal is engaging doctors, being easily read across multiple devices or simply complying with federal law. The following is a brief overview of some of medical email marketing’s best practices.
Focusing on compliance
The Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 was created in response to the growing number of complaints about spam emails. The law doesn’t completely ban email marketing, of course, but it does establish some specific guidelines to make sure emails aren’t misleading. Every marketing email must have a subject line and sending address that clearly indicate the email in question is an advertisement or solicitation sent from a specific company. The content of each email should offer relevant information that relates back to the subject and sender.
Additionally, every email must contain a valid postal address – not a post-office box or mail drop – recipients can use to contact the sender. Messages must also provide a way for recipients to opt out of future promotions.
“The best emails to physicians get right to the point.”
Optimizing for success
Users look at three key elements when deciding to open an email: the sender, the subject line and the pre-header text. Therefore, the best emails to physicians get right to the point, providing the reader a brief glimpse of the value of the email’s content before the person even opens it.
Subject lines should be relevant to the topic at hand and contain no more than 50 characters. A good sending email address is specific and aligns with the reader’s expectations. For example, newsletter subscribers might receive an email from firstname.lastname@example.org. Meanwhile, the content of the email body should clearly relate back to the subject line.
In terms of design, medical marketing emails should be professional and unique to company branding but not so overwhelming that they’re difficult to read. Emails aren’t viewed only on desktop computers anymore – people also check their inboxes with their tablets and smartphones. Marketing emails should be designed in such a way that they look appealing on all three devices.
Keep data-heavy elements like large images and CSS to a minimum. Not only do these increase file sizes, making emails harder to view on mobile devices, but their appearance also varies depending on the recipient’s email client. Including JPEGs of graphs could result in some doctors missing key information.
As with any piece of web content, it’s best to adhere to guidelines set by the Word Wide Web Consortium. These best practices ensure emails – and webpages – are informative, well-structured and accessible to people with disabilities.
For much more information on how to craft an effective email campaign, download our Email Marketing Best Practices Guide.