January 26, 2017

SUPERSIZE my personalization order, please. 

Personalized emails generate up to 6 times higher revenue per email.1 #Woah Let that sink in for a minute.

Are you using what you know about your healthcare consumers to deliver a strategic, personalized, message to them?

We’ve recently discussed the importance and some tactical tips for including a solid email plan into your overall digital marketing strategy in the blog posts, 72 Opportunities a Day and 9 Tips for Better Email Subject Lines. Now, let’s dig deeper into how to move the needle further with personalization.

Beyond just generating more revenue (as if that isn’t motivating enough), the benefits of email marketing personalization on a more granular level include:

  • 82% Increase in Open Rate
  • 75% Higher Click-through Rate
  • 58% Increase in Customer Satisfaction2 (Re: PATIENT SATISFACTION)

Here are 4 must dos for successful personalization:

Segment your audience.

Before you can send a personalized message you need to know who your message is going to. Emails that have been tailored to a specific audience through segmentation get 50% more clicks than their counterparts.3 Use the demographic and industry data in your CRM system to create targeted groups of the healthcare consumers most likely to need and respond to your service-line marketing campaigns.

Know the person, speak to the person.

Notice I did not state speak to the “people.” Your audience wants to receive information as a unique individual, not general information as if they are a herd of faceless, nameless consumers. Once you have a segmented audience be sure to use additional specifics like their name to enhance the personalization in your emails. Emails that included the first name of the recipient in their subject line had higher click-through rates than emails that did not.4

Make it relevant.

56% of email users surveyed unsubscribe from a business or nonprofit email because the content provided was not relevant.5

No offense, but I’m not currently concerned with what shots a 5 year old needs before kindergarten or about an assessment recommendation for a 60-year-old man at my present stage of life. Perhaps in a few years if I have children or am taking care of an aging parent I would, but if the information is not relevant to me, NOW, in this phase of life, you have lost my attention now and likely in the future too.

Use your data wisely.

The types of data consumers expect your organization to use to personalize emails:

  • Interests given in profile6 (77%)
    • Use data in your Patient Portal and/or info collected on patient intake or satisfaction surveys.
  • Birthday6 (67%)
    • Send Happy Birthday cards to encourage goodwill and patient loyalty.
    • Send reminders of healthcare assessments needed based on age and sex.
  • What he/she looked at on your website6 (62%)
    • Discover what services/locations/physicians/events are your patients interested in based on their browsing history and form fills and send them corresponding content.

So how do you collect, analyze, and optimally use information like the above to be successful in your overall online and email personalization? Through a strategic digital marketing plan that includes state of the art technology such as:

  • A CRM system with cohesive data and analytics for intelligent behavior marketing
  • An enterprise patient portal with convenient self-service applications, collaborative patient engagement capabilities
  • A responsive, compelling website powered by a powerful CMS that delivers relevant, personalized content with powerful analytics for a seamless experience

Questions about how to further your digital footprint with a personalized, seamless experience for your consumers and patients? Request a FREE Healthcare Marketing Assessment or read more in the white paper Evolving Healthcare CRM.

________________________________________

1. “Email Marketing Study,” Experian Marketing Services.

2. “The State of Digital Personalization in 2016,” Institute of Direct & Digital Marketing (IDM).

3. MarketingSherpa.

4. “17 Tips & Best Practices for Writing Catchy Email Subject Lines,” Hubspot.

5. Chadwick Martin Bailey.

6. “2016 Consumer Views of Email Marketing,” Mapp Digital.