How to reduce potential unsubscribers in email marketing
How to reduce potential unsubscribers in e-mail marketing Nikola Kapnisti CZECH REPUBLIC
Results of research January 2019 • All respondents belong to the A 2 targeting category.
How to reduce potential unsubscribers in e-mail marketing 1. Reduce the quantity of email sent – dont push to much • Prepare e-mail planning not from Brand perspective but from target customer perspective. Dont send out more e-mails then 3 per month to one customer!
How to reduce potential unsubscribers in e-mail marketing 2. respect the type of information HCP is willing to receive by email • Research in Czech Republic showed that HCP are welcoming more important news (not regular product information) or event releated content
How to reduce potential unsubscribers in e-mail marketing 3. Simplify content • short and direct texts, explaining visuals or videos, details communicate via attached pdf or external links to HCP portal • Complicated content is 3. reason to unsubscribe
How to reduce potential unsubscribers in e-mail marketing 4. Think 2 x which SENDER you will choose – untrusted emails are not welcomed • Invitations for symposiums – brand manager or Roche • Registration, reimbursment – brand manager • Product information (new clinical data) – from product specialist • (academic titles in the senders name increasing the trust and value to the email message)
How to reduce potential unsubscribers in e-mail marketing 5. Give to the customer chance to give simple feedback • give the customer the opportunity to express if the email was beneficial to him or not • Explain to him, why is the feedback important to you and express the gratitude for his feedback • Ask SPOC (single point of contact) to contact the customer and try to understand customers feedback more
How to reduce potential unsubscribers in e-mail marketing 6. Be emphatic and explain to your customer unsubscribe process in the mandatory unsubscribe line • formulate a sentence about unsubscribing so that the customer understands why he received the email and that we honor his decision to unsubscribe. This email is a business communication based on your epermission consent to provide you with relevant medical information. However, if you do not wish to receive this type of email, you can unsubscribe HERE
How to reduce potential unsubscribers in e-mail marketing 7. Choose double opt-out solution • some hospital emails have a high security filter where the email is automatically clicked through before delivery = customer is beeing unsubscribed without his will NO YES
How to reduce potential unsubscribers in e-mail marketing 8. Explain to the customer the unsubscription impact and make the unsubscription easy and convinient • Create unsubscription landing page, that will be customer friendly • Create simple explaining video about the impact of the unsubscription • IT WILL INCREASE UNDERSTANDING AND TRUST
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