Pharma marketing: How to get more from approved email
Approved email can be highly effective – empowering reps with pre-approved content to engage HCPs. And it’s definitely been proving its worth right now with face-to-face HCP meetings being restricted. But it still has to be done right.
To help you get the most from approved email, we’ve put together a list of tips to get your strategy and content right. You’re likely doing many of these already but there might be some surprises.
Use recipients’ names in the subject line and email messages
This gets attention. Because people often skim read email subject lines, seeing their names is a good way to catch their eye. It also makes it more relevant. If you just write “Dear doctor”, the readers will rightly think that it’s intended for everyone and not specifically for them.
Use the sender’s name too
Getting an email from an actual person has a greater impact than one from a department or company. For best effect, use a person’s name in the “from” line, as well as in the signature of the email message.
Keep the language personal
Try to use words like“you” and “your” rather than “we” or “our.” An approved email should read like it was written to one person rather than a mailing list. That makes your message more relevant to the individual.
Tell the reader what to expect
Be specific about the content of the email in the subject line. The more specific you are, the more high-quality leads will open your email – people who are really interested in the topic or product.
Deliver your key messages as briefly as possible, showing that you respect their time. Remember that you can always link to more detailed information – and once those links are clicked, you will better understand which customers are interested in which topics.
Create the right image-text balance
An email with lots of images takes time to load. Also be aware that spam filters can catch emails too many images. A ratio of 60% text to 40% images should be fine, though 80% to 20% is safer.
Don’t rely solely on images to tell the story
Be aware that some email recipients turn their images off by default. If you have important numbers or statistics included in the images, duplicate it in the text format as well.
Relate emails to landing pages
The landing page design and content should be aligned with the email to avoid confusing people. Also, ensure that the messages and topics highlighted in the email are properly covered on the landing page – it has to offer much more than the email.
Create mobile templates
The best option is to create email templates in systems that have mobile optimisation by default and look good on both phones and tablets. And remember to test for different devices, screen sizes and operating systems.
Make it mobile-friendly
Format your content for small screens. Forms should be large and easily clickable without the need to pinch and zoom. Ensure that buttons are big enough too. The minimum standard is 44x44 pixels with 10 pixels of surrounding space. Be generous.
Use A/B testing
Email is a great medium for A/B testing because it’s cost effective to do multiple versions. Often, you’ll be surprised over which works best. And try to test not only the email but also landing pages if you can.
Design for busy people
If HCPs completely skip the email body copy, they should be able to understand the main points of the email by simply reading the subject line, headline, and call-to-action buttons. All three should match and create a story with a clear message and further steps.
Take HCPs on a journey
Approved email is a great way to activate other channels. It’s perfect for drawing people to portal content, for instance, and can also be the ‘glue’ between content on different channels. While being simple, email can be used to orchestrate a lively and engaging journey for HCPs through your product story.
How do you rate?
Are you using approved email optimally? Does the content speak to individual customers? Is it mobile friendly? Does it enable customer journeys across channels? If you suspect that it could be better, talk to us about the possibilities.
Check out our On-demand webinar with Veeva, Biogen and MSD, where we talk about the best Approved email creation practices and how to be sure Approved emails are a part of a connected customer journey and fit within your broader MCM strategy.
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