Sometimes when it comes to your B2B healthcare email marketing strategies, it can feel like you’re pulling teeth to get your leads to talk to one of your account executives. But don’t give up! Your leads may need nurturing before they are ready to have a conversation.
Email marketing is a low-cost option for attracting and nurturing your leads. If you feel like your strategy has gone cold or currently don’t have a lead nurturing strategy in place, continue reading for some guidelines and healthcare email campaign ideas.
What Makes a Good Email?
Before starting an email campaign, it’s best to revisit the fundamentals of any good email, including things like:
- Clever, short subject line
- Good copy-Good imagery
- Consistent branding
- Appropriate calls-to-action
- Signature with contact information or website
For a more detailed look at the make-up of a quality email, revisit our blog on Best Email Marketing Practices for your B2B Healthcare Company.
Examples of Campaign Ideas
The beauty of email campaigns is you can get as creative as you want, truly thinking outside the box. But if you’re looking for a place to start, here are a few ideas.
A welcome email is typically an automated message set up to send to new subscribers when they sign up for your newsletter, download a gated piece of content, or become a customer.
Despite being automated, it shouldn’t be dry and generic. Use a marketing automation platform to pull in your lead's name and personalize it. Depending on what you’re welcoming them to, offer them further insight. For example, if they’ve signed up for your newsletter provide the top viewed articles as evidence they’re subscribing to something great.
Healthcare Trends Newsletter
Newsletter campaigns typically round up the best content of your blog– which is great, and an excellent practice for your marketing team. If you want to create a campaign separate from that, consider focusing on trends in your industry. This can showcase your expertise and position your company as a thought-leader in your community. It also provides an avenue to highlight how your products offer solutions to some of the topics discussed in your newsletter.
Product Education Campaign
When you feel a lead is well on their way to potentially becoming a customer, you can employ an educational email campaign centered around one of your products. It doesn’t have to be too detailed — an overview of how something you offer addresses their pain points should get the gears moving.
With your marketing automation’s website tracking insights, you can tailor the email to reflect the product they’re most researching. If they’re continually visiting your frequently asked questions section of your website, you can provide further details and answers in a product education email campaign.
New Product Launch
Creating an email campaign centered around a new product launch can be useful for customers across the stage of the buyers’ journey. If they’re a new contact, they’ll see you’re innovative and continuing to create solutions for your industry’s problems. If they’re leads that have gone cold, perhaps they’ll be interested in your newest offerings. And if they’re already customers, it can create a cross-sell opportunity.
Case or Patient Study
Case studies are one of the top content pieces used in the purchase stage of a lead’s buyer’s journey. An email campaign is a great tool to present your case studies. For the healthcare industry, you can even highlight how a product specifically helped a patient – with the permission of the person and company, of course.
Reach across the aisle of your company by asking a product manager or developer to aid in email marketing strategy. They can provide insight into how to best make use of the product by revealing features or suggesting different use-cases. You can use a “Tech Tip” across all stages of the buyers’ journey depending on how detailed you go.
Surveys are a great way to gather valuable data, and you can incorporate them into email campaigns. Zero in on a healthcare topic or trend and create a few questions surrounding. Surveys engage your subscribers and can make feel their opinion is valued. You can tailor the content of a survey to reflect the stage of the buyer’s journey they’re in, even creating post-launch surveys to ensure future good experiences.
As a top resource information for your B2B healthcare company, email has the potential to impact your company by attracting and nurturing leads positively. Different campaigns like welcome campaigns or surveys can keep them interested until they’re ready to buy. If you want more help with creating different email campaign strategies for your healthcare business, contact LyntonWeb today.