How long should healthcare email newsletters be?

In healthcare email marketing, striking the right balance in newsletter length is crucial for engaging diverse audiences such as patients, other healthcare professionals, and industry partners.

It's best to tailor your newsletter's length based on various factors and audience needs, offering specific strategies to optimize engagement. 

Attention spans and busy readers:

Assume that readers - patients or professionals - will only ever see the top of a newsletter "above the fold." So, put your most important content in the first 100 words, no matter what length you choose.  

Patient-focused newsletters: 

Patients generally prefer concise newsletters that are easy to understand and digest. To cater to their needs:

• Focus on straightforward topics like health tips, preventative measures, and basic medical information. 
• Limit newsletter length to 150-300 words; 500 words max. 
• Use clear language and avoid jargon. 
• Keep paragraphs short and use bullet points or numbered lists to enhance readability.
• Highlight patient success stories or testimonials to make the content relatable and engaging.

Related: HIPAA Compliant Email: The Definitive Guide

Healthcare professional-focused newsletters: 

Healthcare professionals, including doctors, nurses, and medical researchers, may appreciate more in-depth information:

• Cover complex topics like research updates, new treatment protocols, and industry news. 
• Allocate 300-600 words, possibly more if deep-diving into a specific topic.
• Use a mix of article summaries and in-depth analysis, allowing readers to explore further if desired.
• Include sections for continuing education opportunities, networking events, or professional resources to add value.

Industry partner-focused newsletters: 

Industry partners, such as medical device manufacturers, pharmaceutical companies, and insurance providers, often look for strategic insights and updates:

• Focus on industry trends, regulatory changes, and partnership opportunities. 
• A length of 500-700 words could be appropriate for these newsletters.
• Feature expert opinions or interviews, offering unique perspectives and insights.
• Highlight success stories, case studies, or collaborations to showcase your organization's impact and capabilities.

Balancing content complexity: 

The complexity of healthcare topics can influence the ideal newsletter length:

• Simple content: Allocate 150-500 words for health tips, basic preventative measures, and lifestyle advice.
• Complex content: Assign 500-700 words for in-depth medical research updates, detailed case studies, or thorough explanations of new treatments.

Note: Gmail and a few other email clients have a built-in limit of 102KB, after which emails are clipped. Long-form emails with images will hit this size limit quite quickly. Always send a test to yourself to make sure your entire email is showing in Gmail. If that's happening, consider posting your longer content on your blog or website and linking to the full article from the email.

Aligning length with frequency: 

The frequency of your newsletter distribution can impact the ideal length:

1. High frequency: Keep the length shorter for daily or weekly newsletters with fewer articles to avoid overwhelming readers.
2. Low frequency: A longer format with a broader range of topics and updates might be more suitable for monthly or quarterly newsletters.

To create the ideal healthcare newsletter, consider the unique needs of your audience and the nature of your content. By tailoring your newsletter length based on these factors, you can optimize engagement and effectively deliver valuable information to your readers. Monitor your newsletter's performance and adjust your strategy to ensure continued success.

Reminder:

When crafting healthcare newsletters or email marketing campaigns that contain Protected Health Information (PHI), it is essential to ensure compliance with HIPAA. Always use HIPAA compliant email marketing to safeguard patient privacy and prevent unauthorized access to sensitive health information.

Try Paubox Marketing for free and make your email marketing HIPAA compliant today.

Start for free