Does Email Work Anymore?
With more than 205 billion emails sent every day, email marketing is the most commonly used channel to connect with audiences across industries. It is not hard to understand why it is so reliable:
The return on investment (ROI) of $38 to every $1 spent is hard to beat
It is highly scalable
Personalization is no hardship
Mobile reach is made easy
of physicians said an email with product info has more of an impact than a digital ad on a website
of physicians check their email
at least 2 to 3 times a day
The importance of email marketing rings especially true in life sciences where hard-to-reach healthcare practitioners (HCPs) are in search for useful information to better serve their patients. According to the Pharmaceutical Physician Survey of 2017 where 200 American Medical Association (AMA) practicing physicians provided their valuable insights, the majority of HCPs check their inbox 2 to 3 times a day and have expressed preference to receive information from pharma, biotech, and med-device companies through this medium because of its less disruptive nature and its convenience.
For the increasing number of patient groups that are taking charge of their health and getting more informed before doctors’ appointments, creating a database of patients can be the winning strategy for the future of customer engagement. Despite these facts, email marketing is no sure bet in life sciences. Open rates and click-through rates can be quite low. The challenge is understanding why. As there are many factors that can affect campaigns, we will look at the top reasons that may be driving your engagement down with HCPs and patients.