Less is More for Healthcare Emails

2 min read
Aug 4, 2015 3:41:00 PM

Emails are a quick and effective way to communicate to a lot of people at once – so they’re a perfect marketing tool for the healthcare industry. But, there are still hidden dangers of sending emails, such as sending too many of them. One of the most common gripes about email marketing is the number of emails that people receive. According to HubSpot, 69% of Americans unsubscribe from business emails because they feel the company sends them too frequently. But, how much is too much? There’s no one answer; every company and every customer will have different standards. Still, if you want to make sure emails reach and delight your potential patients, here are 4 simple tips to prevent sending too many emails: 

1. Email Segmentation
Segmentation is the best way to cut down the number of emails in your patients’ inboxes. When you segment emails to better target your audience, you figure out each person’s specific needs and ensure that you send them only relevant information. Since healthcare information can be so specific, it’s best to track your subscribers’ behavior and activity to make sure you’re sending them emails that they care about. 

2. Test Send Rates
If you’re not sure how often to send out emails, try some different variations in frequency. Don’t be afraid to test something for fear that it won’t work – that’s why you’re testing it! Use A/B testing to see how different frequencies work for you and your patients. 

3. Have Opt-Out Options
When patients unsubscribe from your emails, it’s probably best to give them options to “opt-down.” This means allowing them to receive, for instance, a monthly newsletter, but opt out of specific healthcare advice selected specifically for them (or vice versa). One study found by BlueHornet found that 47.1% of people would prefer to opt-down instead of opting out entirely, so it’s worth giving them the option. 

4. Monitor Spam and Unsubscribe Rates
Even if you figure out the optimal frequency for your emails, always keep an eye on the number of recipients who unsubscribe. Your patients’ preferences often change, and you may need to adapt. And, since you want your emails to get past email spam filters, you always need to keep an eye on how often they’re marked as spam. 

So, now that you know less is more for healthcare emails, don’t pester your patients with floods of emails. Keep them happy and informed by following these 4 tips!

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