9 takeaways about email marketing

Here are Anders’ 9 take-aways:

1. Email is an indispensable tool in the pharma marketeer’s toolbox.
2. Because it is relatively inexpensive.
3. Because – like for most of us – HCPs prefer email, because it allows them to digest your information on their own time.
4. Emails are ideal for transactional content where you want the recipient to download your white paper, sign up for your webinar or visit your booth.
5. We need to balance branded content and unbranded content. No doubt it is the unbranded content that gets your customers’ attention.
6. Use rep-triggered emails to follow up on previous engagements and keep the dialogue going.
7. Good open rates are nice – good click rates are what really matters.
8. I know you want to send emails to ALL your hard-earned opt-ins every time. But don’t waste their time. Use segmentation to deliver the right content to the right people.
9. Remember to include unique identifiers when linking to your website. You want to know who sees your content – and if you know they are healthcare professionals (and local compliance allows), you don’t need login protection.

We still have a long way to go before we master email marketing.

We must continue to practice, experiment, and refine!