Top 4 Tips for Visibility in the Inbox

Whether you’re looking to build brand awareness or just increase your web traffic, email marketing is one of the most effective ways to reach your target audience — particularly in the world of medical marketing. For instance, recent surveys show that 85% of physicians prefer to receive recruitment information via email over any other method.

Healthcare marketers put countless hours of energy into developing and executing email campaigns, and our increasingly digital world is creating new opportunities for online engagement every day. However, even the most well-crafted email campaign won’t yield the results you want if it doesn’t stand out in your readers’ inboxes.

So how can you make sure your emails are getting seen, opened and read? It all comes down to a few simple tips and tool

1. Prioritize deliverability

First things first — your emails certainly won’t stand out in the inbox if they don’t show up there at all. Spam filters are becoming increasingly sensitive, and it’s easier than you’d think for your emails to get trapped in the spam folder.

To avoid this pitfall, make sure your email deliverability is bulletproof. This is a multifaceted process, involving everything from avoiding certain words to cleaning up your address list. It’s possible to do all this on your own, but services like MMS employ a comprehensive mix of email validation methods, critical behavioral analysis and more to ensure 98% deliverability.

Even better, thorough spam score reviews before every email deployment identify issues before they can hinder performance, helping you get every email exactly where it belongs: in your readers’ inboxes.

2. Check your sender name

Not only do sender names factor into deliverability but they also play a role in building trust and credibility with your audience. Your sender name should always be consistent and recognizable. For some campaigns, this may be your brand, office or organization. For other types of campaigns, you may find that an individual representative’s name gets a better response. It’s also best never to include phrases like “do not reply” or “no reply.” Not only will this language likely be flagged by spam filters but it will also come off as impersonal and unapproachable to your audience.

3. Write eye-catching subject lines

Besides your sender name, your subject line is the first thing readers will see when your message arrives in their inboxes. An email subject line is typically one of the key determining factors when a person is deciding whether to open an email, so it’s important to make an impression immediately.

The best way to do this is by keeping your subject line short, sweet and to the point. If possible, include a call to action to incentivize people to click. For emails without clear action items, communicate the main point of your message in seven to 10 words.

When it comes to language, always make sure the tone of your subject line is in line with your established brand voice. Your subscribers will become familiar with your tone over time, making subject lines a great way to build a relationship with your audience

4. Level up your software

The email marketing landscape is more competitive than ever, but new technology is being released every day to meet our evolving needs. Rather than do it all themselves, many healthcare marketers are turning to one-stop-shop solutions for all their email marketing needs, from ensuring maximum deliverability to researching prospects.

For instance, the cloud-based NOWW Platform is a multipurpose marketing tool offering a wide range of useful features for email marketers. By optimizing the process from end to end using automation, analytical insights and more, the right software takes the guesswork out of email marketing, so you can focus on higher-level creative strategy. Among other things, the NOWW Platform allows you to:

● Make data-informed decisions based on multiple demographic sections, enhanced response information and more

● Create demographic count reports to support targeting and analysis

● Gain detailed insights into key audience behaviors and priorities

● Track and assess your subscribers’ engagement levels

● Optimize your HTML content using the proprietary HTML Editor tool

● Test up to four variables at once using an advanced multivariate testing function

● Automate email deployment with customizable resend programs

Email marketing can be an intimidating undertaking, but modern technology is making it easier (and more fun) than ever. With the right tools, a reliable sender name and catchy subject lines, you’ll be well on your way to creating effective email campaigns that make a splash in your readers’ inboxes.

Interested in learning more about our services? Contact us today to learn more about our email marketing services or the NOWW Platform at sales@mmslists.com for more information.