Today's Paubox Zoom social mixer for April 2023 featured a presentation on healthcare email marketing by our very own Dean Levitt.
What’s happening: Paubox Zoom social mixers allow our customers and prospects to network and learn new trends.
Why it matters: These are great venues to learn from our customers and the healthcare market in general.
My takeaways:
- Dean's Law of Thirds: Everyone sees the top 1/3 of an email; 2/3 of people will scroll down; only 1/3 will reach the end.
- The first rule of email marketing: Just click send
- "A majority of people only send an email once a quarter." (Dean)
- Email marketing best practice: one person writes the email, another person approves it
- The 4 metrics to care about:
- Bounce rate: 1% is ideal; definitely aim for less than 3%; and if above 4%, watch out. Remove hard bounces immediately.
- Unsubscribe rates: Should be under 1%.
- Open rate: If lower than 10%, improve subject line. If it's still below 10%, then look at improving content.
- Click rate: 2-3% is pretty good.
- "What's the value of an email address that hasn't done anything in a year? It's very low." (Dean)
- Paubox Marketing API documentation is in demand
- Here are two headline analyzers we use at Paubox:
The bottom line: I've been doing email for over 20 years and there's at least five things I learned today. Wonderful presentation by Dean Levitt.
See also: Our playbook for Zoom social mixers