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How To Develop HTML Emails For The Pharmaceutical Market?

Pharmaceutical Marketers: Get A Foolproof System for Developing HTML Emails That Get You Results

HTML email campaign
HTML email campaign

Design Considerations
While many marketers choose to outsource the development of their HTML email campaigns, the design is often handled in house or by another service provider.

Click here to read our free EbookWhen deciding upon the design of your email, consider the following factors:

Who is your target audience? Will the proposed design attract them?
How complicated is your design? Do you need to factor in extra time for the development process in the case of a complex email design?
How many email variations need to be designed?
Will separate designs be required for both mobile and desktop devices?
Does the designer have everything he or she needs to get started, including branding requirements, colors, logos, and copy?
Post-Campaign Analysis
After your email campaign has been sent, there are certain metrics to track and analyze to measure the success of your campaign.

Open Rate: The open rate is simply the percentage of people who opened the email that you sent. If the email was sent to 10, 000 people and 3, 271 people opened it, your open rate will be 33%.

Click-Through Rate: The click-through rate measures the percentage of people that received the email who also clicked a link, button, or image in your email and were directed to the URL you linked to. If 1, 232 people clicked an element in your email out of 10, 000 recipients, your click-through rate is 12%.

Conversion Rate: The conversion rate measures how many people completed the desired action once they clicked through to your landing page. This could include making a purchase, signing up for a free trial, or some other action you determined at the beginning of your campaign. If 320 people completed an action out of 10, 000 email recipients, your conversion rate is 3%.

Unsubscribe Rate: This measures the number of people who clicked an unsubscribe link after opening your email. If 500 people unsubscribed out of 10, 000 people who received the email, your unsubscribe rate is 5%.

According to figures provided by Mailchimp, these are the industry benchmarks in the healthcare field:

Open Rate: 21.09%
Click Rate: 2.25%
Unsubscribe Rate: 0.29%

Considering both industry benchmarks as well as the performance of your past campaigns will help you determine if your email campaign led to the results you set in the beginning.

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