Moving to an omnichannel or multichannel marketing strategy requires time and investment. However, you don’t have to reinvent the wheel to drive behavior and achieve results. For reasons we will explore in this article, email is a powerful tool in patient engagement and driving a successful cross-channel marketing strategy.
Email is Everywhere
One of the main reasons email is so essential to a cross-channel marketing strategy is its high adoption rates. Compared to other channels, email has an almost universal adoption rate. 92% of Americans have email accounts, and 49% check them multiple times daily. Let’s look at some other tech adoption rates. In the United States:
- 80% text
- 72% are social media users
- 85% have a smartphone
As you can see, email has one of the highest adoption rates among popular digital technologies. Even among older populations and disadvantaged communities, email is widely used, making it an essential channel to address health equity.
Email is also excellent at generating revenue and driving patient behavior. Email is one of the most effective channels, delivering an average ROI of $36 for every $1 spent. Delivering results in the email channel drives business success, even if other channels are slow to take off. Best of all, email can be secured to meet HIPAA requirements and protect patient privacy, all while providing a patient-centered experience.
Email Messaging to Drive Cross-Channel Actions
Email is essential in a cross-channel marketing strategy because you can harness an already engaged mailing list and direct them to take action in other channels.
The best way to illustrate this is with examples. Email can:
- Encourage people to visit a website to take a specific action
- Drive visits to patient portals for appointment scheduling or viewing medical information
- Get users to follow accounts on social media channels
- Solicit reviews and survey responses
- Direct people to physical locations to address health concerns
- Prompt patients to opt-in to SMS messaging
- Alert people to look out for a physical piece of mail
This list is just a sampling of the types of messages that marketers can send to prompt activity in other channels. When you segment your audience and personalize your messaging for specific audiences, email can effectively drive desired behavior.
Use Email Data to Determine Next-Best Actions
The other benefit of email is the data you can acquire from the campaigns. Most people open and engage with emails within 24 hours of receipt. This data can be used to trigger activity in other channels.
Similar to how there are so many use cases for email campaigns, there are innumerable ways that you can use the data from these campaigns to drive cross-channel activity. For example, if you notice that a patient is engaging with content about scheduling an appointment but failing to complete the process, it can trigger a staff member to make a phone call to help them. It would be too time-consuming and expensive for staff members to contact everyone who has not scheduled an appointment recently. But by looking at your email data and information about the patient, you can identify people who may want to schedule appointments but are hitting roadblocks in the process.
A counter-example is that if people are not engaging with your emails, you can focus your marketing efforts on other channels like paid advertising and direct mail. These channels are often more expensive than email, so by only targeting those who are hard to reach, you see a better ROI and don’t waste valuable marketing dollars.
If you are struggling to drive conversions in other channels, consider focusing on email. It’s easy to get started with, and once you build a solid list, it can be used to drive cross-channel behavior. To learn more about the benefits of email marketing, contact LuxSci today.