Is your email languishing in cyberspace or relegated to the spam folder? Email marketing is far more complicated than simply hitting the “send” button. The average individual sends and receives more than 115 messages per day, according to market research firm The Radicati Group. In fact, by 2017, the Radicati Group predicts there will be more than 2.76 billion email messages sent worldwide. Done right, an email blast is an inexpensive and effective way to reach out to consumers as part of your healthcare digital marketing strategy:

• 93% of online consumers interact with brands through email, more than any other platform, according to Prestige Marketing.
  
  
• The average ROI for every dollar invested in email marketing yielded $40.56 in 2011, according to the Direct Market Association.

However, many companies make simple email marketing mistakes that end up hurting their brand and customer relationships. Is your healthcare company making one of these common errors? If so, you’re not only wasting your time with healthcare digital marketing, but potentially doing more harm than good for your brand. Watch out for these three email blast mistakes:

#1: You don’t segment your email lists.

Are you blasting your entire email list every time you send a message? If so, then you’re not only wasting your time, but also the time of your recipients. According to Prestige Marketing, segmenting email lists increases open rate by 39% and – most importantly – increases revenue by 24%. Segmenting improves click-thru rates by delivering a targeted call-to-action that is specific to your email recipient’s needs.

#2: You don’t give recipients a reason to stay subscribed.

Are your unsubscribe rates above the industry average? Email unsubscribes are not always a terrible thing. Yes, it’s never a great feeling when a customer or patient unsubscribes from your email list, but it’s better for them to leave than stay on your list if they are genuinely not interested. However, anything above the industry average unsubscribe rate for your email is a problem. This menas that your recipients are failing to see the value in your email; not only are they not reading them, but they’re taking the active step to leave your list altogether. In order to keep unsubscribe rates low, you need to give customers and clients a reason to stay subscribed. Try the following:

• Leverage exclusivity: Provide email recipients priority access to valuable content or special offers.
• Be consistent: If you regularly send a weekly digest email, send it at the same time each week; your recipients will grow to expect this email at that time, and incorporate it into their daily routine.
• Offer customized frequency: As a last-ditch effort to stop recipients from leaving, allow them to customize the frequency of email blasts. For example, your customers may not want a weekly email digest, but still wish to stay subscribed to your special offer messages.

#3: Your subject lines don’t give recipients a reason to open your email.

A compelling, creative subject line is key to cutting through mailbox clutter. At the same time, don’t bury the lead. Your subject line should give your recipient a clear reason to open your email. Watch out for words and phrases that trigger spam filters. “Sample”, “Video”, and “Free” may be perfectly natural in the context of your message, but still be a red flag for spam filters. Email subject lines may be short, but they’re arguably even more important than the content of the actual email. A single word can make the difference between your email being opened versus being relegated to the spam folder or trash bin.

Bottom line:

While email remains a powerful and effective marketing communication channel, without a clear strategy in place, it’s all too easy for your message to get lost in a sea of spam. To improve your healthcare digital marketing email campaigns, start by segmenting your lists for better targeting. Next, give your recipients a reason to stay subscribed and engaged with your content. Finally, write compelling subject lines that give recipients a clear reason to open your email. Following a “help now, sell later” mentality will help your email better connect with recipients and build a stronger brand relationship.