Healthcare Email Marketing Best Practices
OPTIMIZING YOUR LAYOUT:
* Adhere to CAN-SPAM rules
* Email Width: 600 - 800PX
* Keep Subject Line ≤ 50 char.
* Use Inline CSS (or HTML only)
* Declare image width and height
KEEP IT SIMPLE
Your email campaigns should focus more on your MESSAGE, not the "look and design" of your email. Content will always win in the end.
* Always Send a plain-text version of your email
MAXIMIZING OPENS AND CLICKTHROUGHS:
"To get the RIGHT message to the RIGHT person at the RIGHT time, you first need to get the RIGHT data to the RIGHT database at the RIGHT time" ~ John Caldwell. So, be weary of purchasing/renting email lists. Establish a relationship with a trusted email marketing vendor.
The days of over-utilizing lots of 3D graphics, beveled edges, gradient fills and extensive use of colors on reports are over. LESS IS MORE in the healthcare space.
You want a good balance of TEXT to IMAGE content within the body of your email. If you utilize too many images, your emails will more than likely end up in your recipients' SPAM folders
Build in a 'VIEW IN BROWSER' link. Even if you play by all the rules, an email client can still render an email poorly. Include a link in every email to view the email as a web page.
To Maximize CLICKS - Place your CTA in a location where it is easily visible and where it makes sense for someone to click on it. In healthcare, I prefer to keep it ABOVE THE FOLD.
USE CLEAR CALL TO ACTIONS (CTAs)
Never bypass this step. The more iterations your team tests of a particular communication the better. Test your creative (HTML) in various Email Clients and Web Browsers.
Last, but certainly not least - DO NOT forget your opt out messaging. This is mandatory.
I certainly hope these tips prove helpful!
Have questions? Connect with me anytime to discuss these techniques, strategies, or best practices! I'd love to hear from you.