You can measure the open email rate by looking at the percentage of subscribers who open a specific email out of all your email subscribers.

Email open rates can provide insights into several key aspects of your email marketing strategy, including your brand’s relationship with its subscribers.

Therefore, improving your email marketing open rate is crucial for your healthcare business to scale.

An example of how you can boost your email marketing effectiveness is by providing seasonal and timely content to your potential clients.

Suppose you want to reach people with mesothelioma, a rare respiratory cancer condition typically linked with asbestos exposure. In that case, you can sync your content with a well-known health observance like mesothelioma awareness month.

Visit MesotheliomaGroup.com if you’re looking for helpful online resources on mesothelioma.

Meanwhile, if you’re in the healthcare industry, you might want to know how to improve your email marketing open rates.

This article suggests ways you can improve healthcare email marketing open rates.

4 Ways to Improve Healthcare Email Marketing Open Rates

Below are four ways to boost your email marketing open rates.

1. Begin With a Warm Welcome

In every sector, client retention and engagement begin with the welcome email sequence.

A report indicated that customers open 82% of the welcome email they get, while only an average of 21% peek into follow-up marketing communications.

Show your client what they can expect from you in your welcome sequence. An excellent welcome email might include the following:

• The mission and identity of your brand
• Engagement opportunities, like social sharing buttons or online webinars
• A “Contact Us” link for account management, FAQs, and client service queries
• Your product or service’s educational assets
• Ad-hoc support resources

2. Encourage Curiosity and Interest Using Subject Lines

Here’s why creating a subject line that demands attention is crucial: the subject line is often the first thing a recipient sees and is your best chance of standing out in a crowded inbox.

Good marketers typically use a compelling question in the subject line of their email. They use this technique to arouse curiosity or generate interest by describing the value recipients will receive upon opening the email.

This strategy is also an example of how personalization can increase open rates. At the same time, avoiding words like “free,” “deal,” or “special offer” is a good idea since spam filters often mark such an email as spam.

Lastly, note that subject lines must be short, engaging, and convey what potential customers can gain from opening the email. You’ll break their trust if you send them clickbait.

3. Develop an Incentive-Building Strategy

Patients can find it challenging to establish a supportive network of healthcare providers because they have prohibitive deductibles, limited coverage, or don’t know where to look.

Email marketing is ideal for building positive relationships with existing clients and attracting new ones. You can encourage your patients to pass it on in two ways:

• Referral programs: You can use referral programs ethically and legally to market your healthcare organization and services depending on the type of organization you run.

Small to medium-sized businesses—especially those in the health and wellness sector—are well-positioned to offer discounts or customer perks for referrals.

• Shareability: Marketing an email today features social sharing buttons, enabling subscribers to post your content to their social media accounts.

Generally, any information in their inbox (excluding confidential data) should be easy to share.

4. Think “Patient First”

Email marketing experts know that sending an email simply for the sake of sending one will not cut through the clutter of today’s overcrowded inboxes.

Healthcare email marketing works best with personalization. A personalized email engages recipients’ interest and makes them feel like the content you sent them is only for them.

As indicated above, good marketers seek to personalize the subject line to increase open rates. But this approach also applies to your email’s content since recipients are likelier to open an email if they think it will be relevant.

Each patient arrives with unique health concerns, life events, and challenges.

Sending out a broadcast email on assisting an infant in latching may be invaluable to a new mother. However, it wouldn’t earn you much credit with a person recovering from kidney stone surgery.

So, a “patient first” email is crucial if you want your open rates to increase.

5. Stay Relevant

Here are two of the most used marketing email types:

• Email sequences: These messages are pre-written and sent automatically to anticipate your potential customer’s needs at each stage of their buying journey.

A well-known example of this email is the welcome sequence. But you can also use sequences to reengage cold or warm prospects.

• Broadcast email: Keep clients in the loop about sales, company developments, or programs. Tell your clients about company developments with seasonal, precise, or time-sensitive email.

Automation has vastly improved the effectiveness of brand messaging, especially when it comes to timing. Even though these types of email require significantly more time and effort, the long-term rewards can be more significant.

Consider timely topics in your email content to keep it fresh and relevant. For example, you can create content relevant to cold and flu season, spring allergies, New Year’s resolutions, and back-to-school season.

You can also acknowledge well-known health observances, such as breast and prostate cancer awareness campaigns.

Lastly, you can count on well-timed reminders during flu season, mammograms, annual physicals, and routine screenings.

Take advantage of these opportunities to remind patients about all the season’s health considerations.

Suppose you want to familiarize yourself with health observances. In that case, you can search online for events to promote specific topics and issue relevant calls to action (CTAs).

Any inbound marketing campaign needs email marketing. Your success in this area typically depends on these factors:

• Strategic planning: Strategizing campaigns begins with having a firm grasp on how your clients decide
• Automation: This feature lets you enroll target audiences into informational “drip” sequences that deliver value
• Excellent copywriting: Good content combines personalization and context to encourage readers to respond

The best way to boost the effectiveness of email marketing is to refine the factors – such as those above – that can lead to success.

Unfortunately, many healthcare services send out substandard types of email or overwhelm recipients with spam, resulting in low open rates and essentially defeating the purpose of an email marketing campaign.

You’ll also need time, experience, and marketing tools to master the process, so most healthcare services hire digital marketing agencies.