[Segmentation] is important to help create messaging that will gain the audience’s attention—and action. Christopher Fox, Ph.D., managing partner with Syncresis, LLC, a healthcare marketing consultancy based in Los Angeles, agrees. “In most cases, email lists are still under-segmented,”he says. “In other words, you are sending emails that are not targeted precisely enough.
From The Evolving Role of Email Marketing: A three-part roundup of expert opinions and practical advice (whitepaper), Lin Grensing-Pophal, Strategic Communications, LLC.
If you want to engage patients in your email marketing, you have to deliver the right messages. While general health newsletters have some play in the market still, targeted content has much more impact. Patients suffering from chronic pain conditions, for example, will be put off by content touting a level of fitness and activity that’s out of their reach. One could come up with any number of other mismatches between the patient’s emotional needs and the messages in an email campaign, and do the analysis to diagnose and treat a situation where unsubscribe rates spike.