Developing Content for Email Campaigns

Content tips

Here are a few email themes we’ve seen used with success:

  • Plain-text email: Some of the most clickable emails come with the least amount of design. If recipients feel like the email is a personal message from their health coach or doctor, they’re more likely to click on it than if it feels like an anonymous marketing piece.
  • Text links AND button links: Give the people several places to click. Even if all of the links go to the same place, you want to make it as easy as possible for the recipient to convert.
  • Clever subject lines: People can’t click on your email if they don’t open it. Give them a reason to with a subject line that gets them interested in what you have to say. For enrollment campaigns, subject lines such as “You’re invited” or “Invitation” typically perform exceptionally well.

And here are a few things to avoid!

  • PHI: Most emails are not secure. If your organization is bound by HIPAA, make sure you either use a secure email service or direct people to a patient portal.
  • Lots of offers: Give people one clear message per email. If they feel overwhelmed with information, they’re likely to ignore all of them.
  • Non-responsive design: According to a recent report, 66% of all email today is opened on a mobile device. That means your email needs to look just as good on a phone as it does on a computer. Find a template that is labeled as “responsive” to send a mobile-friendly email.

Execution tips

Have a designer code your email or download a free template. Unless you’re experienced in coding, leave the design work to the professionals. If you don’t know a designer, you can find help on the cheap at places like fiverr.

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