{"id":3065,"date":"2023-09-20T08:00:52","date_gmt":"2023-09-20T12:00:52","guid":{"rendered":"https:\/\/www.thelightstreamgroup.com\/?p=3065"},"modified":"2023-09-20T15:58:38","modified_gmt":"2023-09-20T19:58:38","slug":"boost-your-roi-with-these-15-tips-for-emails-that-add-value","status":"publish","type":"post","link":"https:\/\/www.thelightstreamgroup.com\/old_bak\/blogs\/life-sciences\/boost-your-roi-with-these-15-tips-for-emails-that-add-value\/","title":{"rendered":"Boost Your ROI With These 15 Tips for Emails That Add Value"},"content":{"rendered":"

Email is a reliable and effective way to connect with your audiences \u2013 if you do it right. Data shows<\/a> that in 2022, the ROI for every $1 spent on email marketing was $40. That means email marketing is an essential part of a solid digital strategy, as long as those emails are error-free and speak to the needs of your audience.<\/p>\n

As a pharma or biotech marketer, the formula for reaching and engaging your audiences through email can be a little more complex than in other markets. Both of your target audiences, busy healthcare providers and patient consumers, are seeking educational information that shows extensive knowledge of a particular disease state and not necessarily messaging that\u2019s directly promoting your products. Becoming a trusted source of information first and then gradually introducing your product as the solution may be your best bet for engagement in the long term. At the same time, you must also ensure your emails are intriguing, accessible, and factually and grammatically correct to maintain your audiences\u2019 trust and respect.<\/p>\n

Read on for a list of 15 expert tips to use with a test send that can help you eliminate any potential problems.<\/p>\n

    \n
  1. Ensure That Your Email Adds Value:<\/strong>When crafting content for emails to your provider and patient audiences, always ask yourself if it provides true value to the reader. Demonstrating an in-depth understanding of a particular condition, including the most impacted demographics and its effects on patients\u2019 quality of life, will build your reputation as a trusted source of information and \u2013 ultimately \u2013 as a trusted source of treatments or therapies. Of course, a single email can only express so much, but communicating through a longer email campaign, building subpages on your website specific to a condition, and enabling navigation to these pages through email can be effective strategies. Be sure that your email delivers on its promise and provides the reader with a clear path to learn more about a disease and, eventually, your product, and offer insights about how your reader can reach out for more information, set up a meeting with one of your reps, or start a conversation with their physician.<\/li>\n
  2. Check Your Facts: <\/strong>Your current and prospective provider partners and healthcare consumers need to feel confident that your experts and leaders know their stuff. When you craft an email, double-check any facts, statistics, or other information you include. Accurately representing your knowledge of a particular disease state, typical patient outcomes, and \u2013 eventually \u2013 efficacy and safety details for your products will build trust in your organization.<\/li>\n
  3. Make Sure Your Emails Make Sense: <\/strong>Avoid healthcare jargon and clich\u00e9d buzzwords and phrases, and instead, opt for clear and simple communications that will allow readers to understand exactly what you\u2019re talking about \u2013 and what they should do next \u2013 on first read. This is especially important when you\u2019re communicating with patients and non-provider healthcare consumers.<\/li>\n
  4. Ensure That Your Subject Line and Sender Name Are Effective: <\/strong>The subject line and sender name will help make a strong first impression and entice recipients to open your email. Use a sender name that sounds like it\u2019s coming from a real person at your company, rather than a generic email address. Keep your subject lines brief, informative, and under 50 characters. A well-crafted subject line and sender name can increase open rates and engagement with your email content.<\/li>\n
  5. Find and Fix Broken Links: <\/strong>Check your test email for broken links. Click on every link in your email to ensure that it directs to the intended destination. Broken links can negatively impact your email\u2019s effectiveness and your brand, making it essential to detect and fix them before sending your email out.<\/li>\n
  6. Don\u2019t Forget Important Links: <\/strong>Don\u2019t forget to double-check your images and buttons to ensure that everything that\u2019s supposed to be linked is, indeed, linked. It\u2019s common to use an image as a call-to-action (CTA) button, but it\u2019s easy to forget to link it properly. Take a moment to verify that all anchor text, CTAs, social media follow\/sharing icons, and images are correctly linked before sending out your email.<\/li>\n
  7. Avoid Malfunctioning Social Media Sharing Buttons: <\/strong>Social media sharing buttons are a great way to expand your email\u2019s reach, but they can be fragile and prone to malfunctioning. Test out all social media sharing buttons to ensure they\u2019re working correctly. If a social sharing button doesn\u2019t work, your recipients will be unable to share your content, leading to missed opportunities for engagement. What\u2019s more, a malfunctioning button can harm your company\u2019s reputation, so be sure to check and fix any issues.<\/li>\n
  8. Stay Away From Spelling\/Grammatical Errors: <\/strong>In the world of marketing, spelling and grammar can impact the success of your email campaigns \u2013 and that\u2019s even more true when you are representing fields like pharma or biotech, in which people rely on your expertise. To ensure your email is error-free, consider using applications like Grammarly to catch any slipups. Always be sure to spell-check your email before hitting the send button. To avoid misspelling someone\u2019s name, copy and paste the name from a place where you know it\u2019s spelled correctly, like that person\u2019s email signature or LinkedIn profile.<\/li>\n
  9. Inspect Image Quality and Alt Text: <\/strong>Images are a critical component of any email, but they can also be a source of frustration if they\u2019re not displaying correctly. To ensure that your images are doing their job effectively, check that they are of good quality and are associated with appropriate alt text. This will provide context to the reader in case an image doesn\u2019t render properly. Additionally, make sure that your images are displaying properly and are not distorted, stretched, squished, or pixelated.<\/li>\n
  10. Fix Funky Formatting Issues: <\/strong>Formatting problems can make your email appear unprofessional and difficult to read, potentially reducing its effectiveness. Ensure that your email\u2019s formatting looks how you intended it to, including proper bullet point display. Test the email by viewing it in various email clients and on different devices to make sure that the formatting is consistent.<\/li>\n
  11. Don\u2019t Overlook Potential Design Problems: <\/strong>Your email design should be visually appealing and readable. Confirm that your font color is clear and easy to read and that blocks of color don\u2019t make the text layered on top difficult to read. Check that your brand is easily recognizable, sticking to brand colors and including your logo even if you\u2019re keeping it subtle with an education-focused message. Also, ensure that the colors used in the email are visible on all devices. Not all colors are suitable for emails, especially light colors, hues, and shades.<\/li>\n
  12. Comply With CAN-SPAM Requirements: <\/strong>To avoid legal trouble and protect your reputation when engaging in email marketing, comply with the CAN-SPAM Act. This involves providing a clear way for recipients to opt out of your emails, including your physical mailing address in each email, and ensuring that your \u201cFrom,\u201d \u201cTo,\u201d \u201cReply-To,\u201d subject line, and routing information are not misleading or falsified. Be aware of and follow all the requirements of the CAN-SPAM Act to avoid potential penalties of up to $16,000 per violation.<\/li>\n
  13. Offer an Option to View in a Browser: <\/strong>Providing a link to the web-based version of your email is a simple yet effective way to ensure that your email appears as you intended, even if rendering issues arise on certain devices or email clients. Many email service providers allow you to automatically create a web-based version of your email. Including a link to the web-based version in your email provides recipients with an alternative way to view your content.<\/li>\n
  14. Optimize for Plain Text: <\/strong>While HTML emails can be visually stunning, you should ensure that your email is also optimized for plain text. This guarantees that all recipients, regardless of their email client or device, can access your content. To optimize for plain text, make sure to include engaging email copy, shortened links, headers in all caps, and plain text bullet points. Additionally, use your email service provider\u2019s plain text preview to test how your email appears to recipients who have plain text email settings.<\/li>\n
  15. Ensure Accessibility Across Devices, Browsers, and Email Clients: <\/strong>To guarantee that your email looks and operates as intended, test it across a variety of devices, browsers, and email clients. This includes testing on both desktop and mobile devices, as well as on various email clients such as Outlook, Gmail, and Apple Mail.<\/li>\n<\/ol>\n
    \n

    In today\u2019s digital age, email marketing is a crucial component of any pharma or biotech digital strategy, but reaching the right audiences and encouraging responsiveness can be a complex task. If you\u2019re too busy to build the right email marketing campaign or you\u2019re not sure where to start, LIGHTSTREAM is here to help. Contact us<\/a> today to learn how we can increase your efficiency through an expertly designed and executed email marketing strategy.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Learn how to engage healthcare providers and consumers with these 15 tips for crafting effective, error-free emails.<\/p>\n","protected":false},"author":2,"featured_media":2624,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_wds_title":"A Prescription for Email Campaigns That Hit the Mark | LIGHTSTREAM","_wds_metadesc":"Learn how to engage healthcare providers and consumers with these 15 tips for crafting effective, error-free emails.","_wds_focus-keywords":"","_wds_meta-robots-adv":"","_wds_meta-robots-noindex":false,"_wds_meta-robots-nofollow":false,"_wds_meta-robots-index":false,"_wds_meta-robots-follow":false,"_wds_autolinks-exclude":false,"_wds_canonical":"","_wds_opengraph":{"title":"A Prescription for Email Campaigns That Hit the Mark | LIGHTSTREAM","description":"Learn how to engage healthcare providers and consumers with these 15 tips for crafting effective, error-free emails.","images":[""]},"_wds_twitter":{"title":"A Prescription for Email Campaigns That Hit the Mark | LIGHTSTREAM","description":"Learn how to engage healthcare providers and consumers with these 15 tips for crafting effective, error-free emails.","images":[""]},"wds_primary_category":40,"footnotes":""},"categories":[40],"tags":[],"class_list":["post-3065","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-life-sciences"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/3065","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/comments?post=3065"}],"version-history":[{"count":3,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/3065\/revisions"}],"predecessor-version":[{"id":3068,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/3065\/revisions\/3068"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media\/2624"}],"wp:attachment":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media?parent=3065"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/categories?post=3065"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/tags?post=3065"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}