When it comes to email marketing, your patient email list can be just as important as the email itself. Not every email you create will be sent to every patient, and not every email you send will be meant for everyone on your list.
Finding ways to maximize the effectiveness of your patient email list will help guide what type of emails you send and to who.
Segmentation
Segmentation is an important tool you can utilize to customize your email marketing campaigns. Segmenting your patient list ensures you are sending interesting or relevant messages to your patients. Messages that fit your patients’ needs or interests will catch their attention and lead to higher open and click-through rates.
Segmenting your patient email lists also increases your effectiveness in your patient’s care. For example, if you have a group of patients who are due for annual exams, you could send them an email reminder to schedule an appointment with their doctor. You wouldn’t want to send this type of email to a group of patients who had their annual checkups the month prior.
A few ways to segment your patient email list include:
- Location: Country, city, state, zip code
- Age: Target patients with younger kids, seniors, anyone in a specific age group
- Interests: Segment by interests, medical conditions, services
A segmented patient email list can be as generic or specific as you would like. Generic segmented lists might reach more patients, but it doesn’t always mean each patient will be interested in the message. A specific segmented list won’t reach as many patients, but the message will be more relevant each recipient.
Message targeting
Message targeting customizes messages to a subgroup with the same characteristics. Targeting messages assumes that individuals with the same characteristics will be interested or influenced by the same messages. These different subgroups will be identified during your segmentation process.
Message tailoring
Message tailoring fits messages to individual characteristics or preferences. Unlike message targeting, tailoring is a process that makes the message fit the individual. Message tailoring fits a message to meet the needs or wants of individuals.
This can be found in the personalization of a message.
Personalization
Email personalization is when you utilize the information you have about your patients to craft unique emails just for them. Although important, personalizing an email can be much more than just inserting your patient’s name into the greeting line.
It is important to stand out to your patients in a crowded inbox. Most people claim that they respond to marketing messages that are exclusively crafted to their choices, and 97% of marketers witnessed a rise in business outcomes as a result of personalization.
Some ways to personalize an email include:
- Name (in subject line or body of email)
- Gender
- Location
- Interests, medical conditions, services
- Reminders
Email personalization ensures you are one of the emails your patients always open. You deliver personalized care to each of your patients, so why should your email marketing be any different?
Paubox Marketing
With Paubox Marketing, you can send targeted HIPAA compliant emails newsletters that resonate with your audience without violating HIPAA. Create personalized care journeys and leverage tailored content and dynamic text to move beyond generic group messages, all while staying 100% HIPAA compliant.
Related: HIPAA Compliant Email: The Definitive Guide
