Life science organizations utilize email marketing to engage their audience with new information and product updates. This strategy is worthwhile, but only so long as marketers have the data they need to make interactions meaningful. To achieve that goal, it’s crucial for these groups to grow and manage their subscriber list. Here are five ways life science organizations can do just that:
1. Strengthen and reward sharing
When it comes to putting their faith in an organization, consumers often tend to look for recommendations from friends and family. In fact, 84 percent of respondents across 58 countries believe word-of-mouth endorsements are the most reliable forms of advertising, according to a Nielsen study.
Marketers should use this statistic in their own efforts by encouraging their own audience to share information related to products and services they’ve enjoyed. Life science organizations could include share buttons – such as those that link to social media pages or email – so providers could send materials stemming from an email newsletter to peers that may be interested in receiving similar information, HubSpot suggested.
On top of that, marketers could reward consumers who share these outbound messages by thanking people publicly – whether that’s in the next newsletter or on the organization’s website.
2. Stay away from sales pitches
Providers are used to receiving email newsletters asking them to make a purchase. While that’s an important element of any life science organization’s strategy, there should be a balance between sales-based outreach and more informative examples. Marketers need to create content that is of value to its consumers, according to Entrepreneur. These kinds of materials will reduce the chances of people hitting the unsubscribe button and will keep interested parties coming back for more since they see the organization as a credible source.
3. Consider gated materials
In looking for information online, it’s common for consumers to come across helpful e-books, guides and white papers that require their email for full access of the resources. Life science organizations that don’t already invest in these longer-form materials would be wise to do so. Including an opt-in obligation is a strong way to build an email subscriber list that is full of audience members who are actually interested in the offerings available, according to Kissmetrics.
“Life science organizations could invite guest bloggers to write an article.”
4. Don’t discount blogging
There’s a reason why so many websites now include their own blog: Readers like to see information on a particular subject from a credible source. Life science organizations should introduce their own blog and create content based on topics they have in-depth knowledge about. These articles can then include a call-to-action that encourages providers to learn more about specific offerings. Furthermore, marketers can create a variety of shareable content through this platform, whether that involves short sales briefs or longer, more knowledge-forward pieces. Life science organizations could even invite guest bloggers to write an article or two in exchange for a mention on the writer’s own website, according to Forbes. This tactic can improve an organization’s visibility, leading marketers to a new audience they may not have found on their own.
5. Make sure data is clean
Although building a subscriber list is well and good, the collection of data is useless if the information is inaccurate or out of date. It’s crucial for life science organizations to manage these materials at every step of the process – from the moment a record is created and every time the account is used in the future. By analyzing data frequently to check for errors, duplicate files and missing pieces, marketers can ensure they’re not wasting their time or effort on providers who won’t receive their outreach for one reason or another. Life science organizations should create a system for data cleansing so leaders can get the most out of the information they’ve gathered over the years.