Whether you’re acquiring new patients, communicating with doctors, or engaging patients with treatment care, email marketing and automation is an important tool for healthcare marketers. With Paubox Marketing, you can personalize and segment marketing emails while remaining HIPAA compliant.
Tip: 71% of consumers say a personalized experience would influence their decision to interact with emails.
The State of Personalization in Email
This comprehensive guide will take you through the steps to get your healthcare email marketing campaigns off the ground. In this guide, we’ll walk through how to use the main features of Paubox Marketing so you can get the most out of the platform.
Related: The definitive guide to HIPAA compliant email
Tailored messages that use ePHI are far more relevant to patients and customers, ensuring higher open rates and drive meaningful outcomes.
When marketing emails are targeted and personalized, it improves results and marketing return on investment. Research has shown that open rates are 14% higher, and click-through rates are more than 100% higher when using personalized messages versus generic marketing emails.
Here are examples of the types of personalized messages you can send with Paubox Marketing (while remaining HIPAA compliant!):
Paubox Marketing is a ground-breaking product for healthcare. The solution allows you to segment and send secure emails with PHI to increase patient engagement and build your business while remaining HIPAA compliant.
To get started, sign up for a Paubox Marketing account. You can use Paubox Marketing for free (100 contact limit) to try out the platform without obligation.
After you’ve signed up for Paubox Marketing, log into the Paubox dashboard and head to Settings under the Paubox Marketing section. On this page, you’ll set up your basic information:
The last step in the setup process is to give Paubox Marketing permission to send marketing emails on your behalf. Follow these instructions to update your domain's SPF record using these instructions.
Additionally, enable DKIM, an optional authentication measure that improves the deliverability of your marketing emails and lessens the chance that they'll get marked as spam.
Paubox Marketing’s contact management tool gives you the ability to securely store contact data (in a HIPAA compliant manner) and easily segment your contacts into audiences to send personalized marketing messages.
First, you’ll need to add your contacts to Paubox Marketing. You can do that in three ways (click the links for detailed instructions):
In addition to importing basic contact data (email address, name, etc.) you can also import custom data fields. These fields, known as Smart Text, can be used to add dynamic information to your emails that is personalized to each individual. You can also use these data fields to quickly segment contacts into lists.
Here’s an example:
ABC Health Organization imports contact data that includes the column: Care Treatment. That column is populated with the specific care treatment for each patient. Now, ABC Health Organization can quickly segment everyone with a certain care treatment into a list. They can also create an email that references each recipient’s unique care treatment in the body of an email using dynamic Smart Text.
Segmented lists are important for sending targeted, relevant email marketing content to your recipients. Filter and sort your contacts based on data fields you’ve imported, then add them to a list.
Paubox Marketing’s email builder gives you the tools to quickly design beautiful campaigns. Mix and match content blocks, and customize with your own images, text, and branding.
Paubox Marketing’s email builder gives you the tools to quickly design beautiful campaigns. Mix and match content blocks, and customize with your own images, text, and branding.
Go to the Marketing Emails page and click on Paubox Builder to get started.
In the Content tab, you’ll find all the different types of content blocks available. Drag and drop a content type into the email editor.
Content types include:
The Row tab allows you to choose different row options. Rows are collections of content blocks. You can use rows to group content blocks and apply similar settings to all content blocks within a row. You can choose to add a row with a single column or a row with multiple columns.
The Settings tab allows you to adjust the general settings of the email. Changes made on the Settings tab will applied to your entire email. On this tab you can:
Learn more about using the Paubox Builder
After you’ve dropped an image content block into the editor, press Browse to access the image file manager.
In the file manager, you can:
Most of the common image file types can be uploaded to the file manager, including jpeg, png, and gif formats. Note, there is no maximum file size for the images you upload, but it’s best to stay under 1MB for optimal viewing. Additionally, images should be no wider than 1920px in order to maintain the integrity of the image.
Before you send your email, check that it will look correct to your recipients. In the email editor, you have the option of viewing your email in a desktop or mobile view. To switch between the two, click on either the desktop or mobile icon on the top left corner of the email editor.
You can also email yourself a preview by clicking on the top right menu options next to the Save button. Click on Send Preview to send a test email.
Once you’re ready to send an email, choose Continue in the builder to move forward with sending the email. On the Send page, you’ll have options to:
With Paubox Marketing, you can also create emails using the custom HTML builder for even more flexibility to design emails. With this builder, you can design your email in an external editor (examples include: beefree.io, Adobe Dreamweaver) and import the HTML code. Within the HTML builder, you can revise code, add in smart text and preview your final email.
Learn more about using the HTML builder
Build sophisticated, automated nurture campaigns to segmented lists with the drag-and-drop drip campaign function in Paubox Marketing.
Go to Drip Campaigns on the left-hand navigation and click on Create New Drip Campaign to start building your campaign.
To get started:
Your starting point or trigger will be the event or activity that starts a contact on your drip campaign. You can choose to send a drip campaign to all contacts on a list or start a drip campaign for any new contacts that are added to a list.
Drag-and-drop actions to your drip journey, including:
A timing delay allows you to set a delay before the next action begins. You can choose to set the delay for a certain number of hours or days.
When choosing an email, you’ll need to add the subject, from address, and from name. Choose an existing email campaign to send from the drop-down list.
Condition branches can be used to send contacts down a different journey of the drip campaign, depending on the conditions that you set. You’ll be able to choose between the following conditions:
Note, for the link clicked condition, this means that any link within the email sent was clicked.
Continue to add actions to your drip campaign to build the contact journey. You may also delete an action in your drip by clicking on the menu button on the action within the builder.
After building your drip campaign, you can choose to:
Once your campaign has started, you have the option to Pause and Resume your campaign.
Learn more about building a drip campaign
Analyze campaign results with rich analytics and data visualizations with Paubox Marketing analytics dashboard.
On the Analytics page, you’ll see a 30-day scorecard that shows you a snapshot view of how all your emails have performed, as an aggregate, over the past 30 days.
To see how an individual email campaign performed, find the email under the Analytics tab. Clicking on the email will show you a snapshot view of the email performance. Click on Show more analytics to see the in-depth performance.
The analytics page for each email shows:
You can also export a CSV of the campaign analytics to see even more data.
Ready to get started? Set up an account for free (with up to 100 contacts) to try out the platform.