5 reasons why email should remain in pharma multichannel strategy
•Als PPTX, PDF herunterladen•
0 gefällt mir•234 views
If you’re about to write off the email channel from your physician engagement strategies – hang on there! We know at least 5 reasons it should remain a part of your multichannel mix. Contact us for more information: http://bit.ly/v7contact
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (19)
Ähnlich wie 5 reasons why email should remain in pharma multichannel strategy
Ähnlich wie 5 reasons why email should remain in pharma multichannel strategy (20)
Mehr von Viseven
Mehr von Viseven (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
5 reasons why email should remain in pharma multichannel strategy
- 1. 5 REASONS WHY EMAIL SHOULD REMAIN IN YOUR MULTICHANNEL STRATEGY
- 2. viseven.com WELCOME VLADA Komarenko Digital Excellence Manager MARIA Protsyk Digital Excellence Manager
- 3. viseven.com TO SEND OR NOT TO SEND AS THE HOLIDAY SEASON IS APPROACHING OPEN RATE TREND BASED ON THANKSGIVING 2017 Based on DMD Connect data
- 4. viseven.com TO SEND OR NOT TO SEND AS THE HOLIDAY SEASON IS APPROACHING OPEN RATE TREND BASED ON CHRISTMAS AND NEW YEAR 2017 Based on DMD Connect data
- 5. SUBJECT LINE AND PREHEADER viseven.com HOW TO BREAK THOUGH THE NOISE ESSENTIAL TIPS MOBILE FIRST CLEAR CTA
- 6. viseven.com GOLDEN RULE FOR DESIGNING THE EMAIL DESIGN FOR THE SMALLEST MOST RELEVANT SCREEN
- 7. viseven.com "Email is not dead because people want to write to one another, using their email accounts, in more than 140- character bursts," Neil Schwartzman, Executive Director, CAUCE "Email is not going to disappear. Possibly ever. Until the robots kill us all," Paul Buchheit, founder of FriendFeed
- 8. viseven.com IT IS POPULAR #1 THE NUMBER OF EMAIL USERS IS STILL GROWING 3,1 billion legitimate emails are sent every hour 6.32 billion email accounts Internetlivestats (2018)
- 9. viseven.com GOOD FOR COMMERCIAL COMMUNICATION #2 MORE THAN 60% OF CUSTOMERS WOULD PREFER TO BE CONTACTED BY BRANDS VIA EMAIL* Adobe “Email Use 2017 – US Report“ (2018)
- 10. MORE EMAIL IS READ ON MOBILE THAN ON DESKTOP EMAIL CLIENTS GOING MOBILE #3 viseven.com
- 11. viseven.com APPROVED EMAIL FROM THE REP #4 A WAY TO EXTEND THE REACH AND FREQUENCY OF HCP INTERACTIONS
- 12. IMMEDIATE, DYNAMIC, CONNECTED, MEASURABLE #5 HIGH ROI SHORT PRODUCTION TIMES CLEAR KPI viseven.com
- 13. EMAIL CONTENT AND DESIGN TIPS & TRICKS viseven.com
- 14. EMAIL CONTENT AND DESIGN TIPS & TRICKS viseven.com Header The header is one of the main places for branding, but it should not distract the reader from the mail email content. Content body includes the main and secondary messages of the email, as well as Call-to-Action elements. Footer The footer is an obligatory part of any email and can include terms and conditions and unsubscribe details. HEADER 600 px Content Body Footer Unsubscribe PREHEADER TEXT VIEW IN BROWSER
- 15. EMAIL CONTENT AND DESIGN TIPS & TRICKS viseven.com Include a button or hyperlinked text to drive traffic to a website, link to a form, allow download Area for content body Always leave the option to opt-out Space for legal information, mailing address, branding. Use recognizable approved images, resonating with previously sent email Recommended max. height – 300 px HEADER 600 px Text Area with personalization Footer Unsubscribe CTA PREHEADER TEXT VIEW IN BROWSER
- 16. REUSABLE MULTICHANNEL FRAGMENTS viseven.com INSTEAD OF FIXED TEMPLATES – GO FOR FLEXIBLE PRE-DESIGNED MODULES TO MIX&MATCH
- 17. PRE-APPROVED AND TESTED CONTENT READY FOR REUSE viseven.com HEADER EMAIL BODY FOOTER Select 1 module Select as many modules as needed Select 1 module
- 18. HOW IT WORKS? LIVE DEMO viseven.com
- 19. viseven.com THANK YOU VLADA Komarenko v.komarenko@viseven.com MARIA Protsyk maria.protsyuk@viseven.com
- 20. End-to-end delivery of Multichannel content for Life Sciences viseven.com info@viseven.com
Hinweis der Redaktion
- Welcome to our webinar 5 reasons why email should remain in your multichannel strategy
- My name is … I am with my teammate from Viseven - ... We will start our webinar in just several minutes. We saw some tremendour regostration rates for this webinar. So the attendees will be able to connect while I will be explaining you the housekeeping points. You will be muted throughout the sesstion – please if you wish to ask a question - use the chat function – it is in the right part if the screen. We will collect all questions and answer then in the end if the webinar, if we have enough time. Otherwise – we will send the reply via hte email. Facing the holiday season you might be asking yourself the eternal question … to be or not ot be ... Meaning... to send or not to sent that email!?
- Let’s look back on pharma email data of last year holiday season Based on last year’s open rate trend, engagement starts to rise again Sunday night into Monday and continues to climb throughout the week: from around 2% on Thanksgiving itself to 20% a week after Christmas and New Year’s present similar patterns, but it is possible engagement trends skew based on the day of the week these holidays fall. Since that day is Tuesday this year, one might see a considerable lull Saturday through Tuesday with a spike in engagement Wednesday to Friday.
- If healthcare professionals are fortunate enough to take vacation time during the week between Christmas and New Year’s, it provides an opportunity to “catch up” on emails they may have been neglecting—which is a reasonable explanation for the dramatic boost in engagement. So on Christmas – of course, don’t expect too much – only less than 2% will open your email. But the days before New Year’s eve- you see highest open rates of 19-27%. Bit not for long! Open rates on Dec 31 till Jan 7 – won’t rise above 5%. SO IS IT ALL WORTH IT? ?? ?
- During the holidays, when inboxes are even more cluttered than usual, email design is critical. (КЛИК) Subject lines and preheaders need to be catchy and inviting, and adhere to recommended character counts. (КЛИК) Calls to action should be easy to find (and click), using text links or buttons—no images. Be sure to render test across multiple browsers and email service providers to avoid display issues. (КЛИК) The ever-growing use of mobile to check emails—approximately 54 percent across all age groups and industries, according to an Experian email marketing benchmark study—may mean we’ll eventually see steadier patterns of engagement thanks to “immediate access.” Designing for mobile provides the space for busy physicians to read your email at their leisure, maybe after Thanksgiving dinner or on the plane ride home. Render testing is especially important for mobile, as a poorly formatted email is likely to be deleted in under three seconds and could even lead to an unsubscribe
- With all mentioned above, there is a Golden Rule for Approved Email design - to design for the smallest most relevant screen, i.e. the smart phone. That means, your Subject Line is less than 70 characters – actually 35 characters is ideal. This also means that the content that appears initially on the screen without scrolling must grab the HCPs attention. You will need to consider the use of images and the compatibility with smart phone rendering especially when the connectivity quality is less than optimal.
- Media hype often leads to "email is dead" headlines, followed by praise for whichever new technology killed email this time. Numerous authors have addressed this issue of email's longevity and use. Here a selection: "Email is not dead because people want to write to one another, using their email accounts, in more than 140-character bursts," - Neil Schwartzman, Executive Director, CAUCE "Email is not going to disappear. Possibly ever. Until the robots kill us all," says Paul Buchheit, a founder of FriendFeed
- Reason 1 - Email is popular! According to Eurostat - the number of email users is still growing. 72% of EU individuals aged 16 to 78 use internet to send / receive emails in 2017. Compare this to only 48% in 2007 There are over 6.32 billion email accounts. This figure is predicted to reach 7.71 billion by 2021 which is a growth of more than 22%, as Radicati Group states (2017) There are 3.7 billion email users worldwide who send and receive about 269 billion emails per day. - Radicatti Group (2017) Over 3.1 billion legitimate emails are sent every hour. - Internetlivestats (2018)
- Reason 2 – it is GOOD FOR COMMERCIAL COMMUNICATION According to 2018 Adobe report - more than 60% of customers (those 25 or older in particular) would prefer to be contacted by brands via email. 72% of consumers say that email is their favored conduit of communication with companies they do business with. 61% say they like to receive promotional emails weekly and 28% want them even more frequently. – Marketing Sherpa (2015) 70% of consumers find email to be their #1 preferred channel for receiving commercial messages - CG Selections (2017) One in five (19%) of consumers said they read every email newsletter they receive just to see if something’s on offer.
- Email is going mobile – this is number 3 Stats аrom Litmus “Email Client Market Share Trends for 2017” (2017) say 51% of email is now opened on a mobile device Email is always read first on mobile for an average of 25,6%. 40% aged 14-18 will always read emails on mobile first, 29% for ages 19 – 34 and 8% of the group of 56 – 67. This data is from the Adestra “Consumer Adoption & Usage Study” Actually, 55% of consumers 56-67 say they will never read email on their mobile first!
- Reason 4 – you can send approved emails from your reps With the reduction in face-to-face opportunities, Approved Emails, sometimes referred to as ‘Rep-Triggered-Email’, are one way to extend the reach and frequency of the interactions between Field Representatives and Healthcare Professionals (HCPs). Approved Emails are emails containing pre-approved content, which are made available to Field Representatives. The Reps then use these email templates when communicating with HCPs. The content can be as simple as templates to use when confirming appointments, or following up on on-message topical discussions that would occur during face-to-face visits. They can also include supporting files, such as invitations to webinars or congresses, clinical papers, or more detailed promotional material such as links to websites, or longer versions of videos that are contained in the Digital Sales Aid. To drive ‘open rates’, it is highly recommended that the emails be able to be personalized and the sender is recognizable e.g. from the Representative that the HCP knows. According to Veeva, Approved Email see about 60% open rate and 20% click through rates.
- And the last reason of our personal list is that email is Immediate, dynamic, connected and MEASURABLE (КЛИК) Email is arguably the most powerful marketing tool available to small business owners. In fact, according to the Direct Marketing Association, email marketing provides a 4,300 percent return on investment. (КЛИК) Also, email is more cost effective to produce than printed materials, with much shorter production lead times. Email marketing can seem like a big, ominous project, but it doesn’t have to be that way. Take some time to weigh your options. You can do it yourself, work with a freelance team or consider using a full-service marketing automation system. (КЛИК) Naturally, this channel does not exist in isolation, but rather it is a strategic digital channel in your marketing mix. Still you can measure the impact of your campaigns Are you aiming to generate greater awareness of a product or event? Then typically this can be measured by email open rates. While the total number of times an email is opened is the classic measure of any email program success, some emails are reopened multiple times, so it is important to capture the total number of opens, and also the number of ‘unique’ opens (the unique recipients that opened the email). If you are aiming to increase HCP engagement, you can measure click-through rates on any links to the deeper content held on the associated website. If your aim is to encourage a specific response, this can be measured by event registrations, time spent on the website, page views, downloads, or orders.
- So the answer to the question – whether to include email into your multichannel strategy or not - is definitely YES. However it's essential that our emails have a consistent look and feel across our different brands and regions. The recipient should have no doubt that the email comes from you! Next we will present several ideas to accomplish this goal
- Lets break down the email into constituent parts – like modules or building blocks as we call them and look closer to the their specific requirements Header - is one of the main places for branding, but it should not distract the reader from the mail email content. Content body - includes the main and secondary messages of the email, as well as Call-to-Action elements. Footer - is an obligatory part of any email and can include terms and conditions and unsubscribe details. Note – you can have an email template with a PREHEADER TEXT (КЛИК!!) – this is what the customer will see as a preview in his inbox, If there is no preheader text – the text on top of header or the initial email sentence will be displayed for the preview.
- Make sure your header is making your brand recognizable, but doesn’t ’steal’ the email’s useful space – so try to keep it not higher than 300 pixels. Footer - is the space for legal info, contact, etc. Content body – is something to pay extra attention to. In this part do not forget to: Tell the HCP why you are contacting them. Be short and to the point: most people scan emails ‒if it's difficult to scan, the HCP will probably delete it. Describe the content in the rest of the email. Inspire the HCP to keep reading. Be friendly, but not informal. Make sure there are no spelling mistakes. Include sources and references Images should only be included if it helps to explain the message or is beneficial to the recipient. Avoid using images that make the email look 'over-designed'. To achieve this, lifestyle images should usually be avoided or used in small sizes and only when really necessary. Very important is to make sure you generate a special tracking URL for all hyperlinked elements and CTA.
- Following the rules… testing each email ... It all may sound like lots of time and effort. So we came with the idea to facilitate and speed-up compliant email creation: INSTEAD OF FIXED TEMPLATES – GO FOR FLEXIBLE PRE-DESIGNED MODULES TO MIX&MATCH
- What we mean is – creating a selection of banded, designed and pre-tested modules for all parts of the email: header, body and footer. What the marketer will do – just select one or several of the available modules, adjust content and that’s it. Creating email has never been simpler And you should not worry about compliance, as content in modules is preapproved and pre-tested.
- Let us show you a live demo of eWizard – a multichannel content production accelerator It includes a set of integrated reusable modules and fragments to build the email (like from Lego blocks) With direct interface to Veeva, Salesforce Marketing Cloud, IQVIA – you can create content once and publish to many