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In 2020, the open and click-through rate for the pharma industry was 21% open rate, and 8.94% click-through rate. This is a significant improvement on the results from 2019, even pushing it above average across all the industries. The implication here is that the marketing pharma companies are using is working no matter what, which is a fantastic sign for the industry.
Email marketing for pharma companies is a powerful tool that when wielded properly produces some fantastic results. This means focusing on some important strategies though, and that’s what we’re going to be looking at down below, so keep reading to find out more.
When creating a verified b2b email marketing list, you need to ensure that you are sending quality content. A lot of pharma companies make the mistake of sending out emails that are either filled with text to the point that nobody is going to read them, or filled with so many links that nobody has time to click them all, even if they wanted to.
Instead of allowing this to happen, you should ensure that all of the content within the emails is broken up, making it as easy as possible to read. Not everyone has time to read through it all, so skipping through with the help of headlines and bulleted lists is going to make your marketing method more effective. Ensure that you are coming up with catchy and engaging taglines to entice people into opening the email, and any links contained within it.
The last place that you want your emails ending up is in the junk folder, and yet this likely happens more often than you want to admit. Poor deliverability is going to be a huge issue for your pharma or healthcare company, as you are going to lose your customers. To avoid this, you need to focus on creating high-quality content, ensuring there are fantastic visuals in the email that are eye-catching and enticing, as well as personalizing the email. Real-time emails are definitely something that you should consider, as these are emails that are personalized based on the personal context of the user when they open the email.
There is no longer any way around the mobile revolution, which means that you either have to get on board or accept that you aren’t going to see the level of customers that you want. 42% of all emails were read on a smartphone in 2019, leaving a huge gap for those pharma and healthcare companies who don’t optimize their emails for the devices.
To optimize your email, you should use a pre-made mobile template to save time creating, use different types of text to make the words really stand out, and test all images and links to ensure that none of them are broken.
We hope that you have found this article helpful, and now have a better understanding of how to generate a verified b2b email marketing list if you are a pharma or healthcare company. Using the information above, you will be able to generate a list that won’t let you down. We wish you the very best of luck and hope that this works out.