A dynamic email strategy involves tailoring content to individuals based on their preferences and actions. Together segmentation and personalization, interactive content, and trigger-based emails act as components for creating a more relevant and engaging HIPAA complaint email marketing campaign.
Making use of segmentation and personalization
Personalization requires tailoring content or experiences to individuals within segments to make them more relevant and engaging. In dynamic email strategies, segmentation and personalization work together to deliver highly targeted and customized messages.
Segmenting the audience allows marketers to better understand their needs and interests, allowing them to craft more personalized content. Dynamic email strategies leverage this segmentation data to dynamically adjust the content of emails based on the recipient's characteristics or past interactions.
Segmentation and personalization in dynamic email strategies have many benefits. The central benefit is that they improve engagement by delivering content that resonates with recipients, increasing the likelihood of them opening, reading, and acting on the emails.
This is necessary in a market where consumers expect personalized experiences. According to a Hubspot survey, only 35% of marketers currently provide a very personalized experience, while 65% of consumers feel that the content they see from brands lacks relatability.
See also: Can you personalize a healthcare email?
Implementing trigger-based emails
A triggered email is an automated email that is sent to a recipient based on certain predefined criteria or actions taken by the recipient or system. These triggers could include signing up for a newsletter, abandoning a shopping cart, or reaching a milestone in a customer journey. It's a key component of a dynamic email strategy because it allows marketers to deliver timely and relevant messages to their audience.
According to the 2023 Ascend2 report on the state of automated marketing, only one-quarter of marketing professionals believe their current marketing automation strategy is best-in-class in supporting their efforts to achieve marketing objectives. However, two-thirds of those surveyed feel they see some success from the automation they have in place.
Using interactive elements
Interactive email components are like mini-applications embedded within an email that allow recipients to actively engage with the content. These components can be anything from clickable images and buttons to interactive forms, quizzes, and surveys.
Email marketers can create more engaging and personalized emails for their audience by including these interactive features. According to Martech Advisor, “Reports state that adding videos to your email content can boost click rates up to 300%, while interactive email content increases the rate of click-to-open by 73%.”When subscribers interact with these elements, it captures their attention and encourages them to take action, leading to higher click-through rates and better conversion rates.
These interactive components are a key part of a dynamic email strategy because they help marketers deliver more relevant content, gather valuable insights from user interactions, and drive desired actions directly within the email. The main benefit of using interactive email components is that they enhance customer engagement, and strengthen relationships with subscribers.
See also: Top 12 HIPAA compliant email services
FAQs
What are email metrics?
Email metrics are measurements used to evaluate the performance of email campaigns, including open rates, click-through rates, and conversion rates.
What is the point of dynamic email marketing strategies in healthcare?
Dynamic email marketing strategies in healthcare aim to deliver personalized and relevant content to patients and healthcare professionals, improving engagement and outcomes.
What is PHI?
PHI stands for Protected Health Information and refers to any information about a person's health status, medical history, or healthcare treatment
Kirsten Peremore
