Email marketing automation technology allows medical companies to design campaigns that deliver on their own. While this practice simplifies tasks and creates consistent results for data analysis, it doesn’t mean the marketing department can just set it and forget it. Marketers should consistently monitor campaigns to see what content works and which materials fail to appeal to audiences.Medical companies must always measure the performance of physicians’ emails to see which demographics find content most helpful. When a list of contacts contains names that haven’t responded to materials, it’s time to investigate or a business may fall victim to missed opportunities.RecognizeSometimes, an uninterested lead is obvious. Medical email marketing campaigns should give audiences the chance to cancel communication, so brands don’t create unfavorable impressions with uninterested parties, Pronto Marketing advised. A best practice is to include the opportunity to submit a reason for cancelation.Other times, however, doctors, nurses and members of medical staff may simply fail to respond to emails, leaving marketers in the dark as to why. Marketers should measure response rates to see if content consistently fails to inspire action from certain email addresses.When a substantial number of email addresses don’t interact with materials, it’s imperative to investigate why. This may be difficult and there are a variety of solutions. One of which is to partner with a data cleansing services specialist.
Source: Contact list triage: Checking emails accounts that have gone silent