January 29, 2021

Email is booming. Make it work for you.

The COVID-19 pandemic shows us that, although we've curtailed face-to-face meetings, email is keeping the gears of business spinning. One of the results is a boom in email marketing.

Already a key element in many marketing campaigns, email marketers saw dramatic upticks in open rates, click-throughs, and conversion rates. And there is no sign it's going to change any time soon.

But you don't want your email to be lost in the sea of fluff infiltrating your potential customer's inbox. As a long-time medical marketing agency, we've come up with some tips to consider:

Quality beats quantity. Create brilliant content. Inform and entertain, but don't overwhelm with an email carpet-bombing strategy. Filling up people's inboxes with dross is a sure way to get them to click that unsubscribe button.

Consistency. Great content sent consistently makes people pleased to see your emails pop up.

Optimize for mobile devices. Consider photo size, content length, and design to read as well on a phone as it does a desktop. Mobile Internet use surpassed desktop back in 2016, and the gap is still growing.

Be strategic. What is it you want your email to communicate? Is it a newsletter to build your bona fides as a subject matter expert? A demo to market your new medical device? A sale? What's your master plan, and how does it look when spread out over the calendar?

Play by the rules. Know what you can put in an email to keep it within regulations, and be aware that many triggers will send your email straight to the SPAM folder. Learn more about SPAM triggers.

How can we help with your email marketing? Contact us.