Is Your Email Marketing Mobile Ready?

Friday, September 30th, 2011

It should be.

If it’s not, your email marketing campaign isn’t as effective as it could be. According to a recent study by David Greiner of Campaign Monitor, 1/5 of all emails are read on mobile devices. What’s more, that trend is on the rise—to the tune of 16% growth over the last two years.

Greiner’s study of over 3 billion email recipients shows that in the same time period, desktop email clients have lost 11% market share and that web-based email stayed about the same.

Where exactly have those users been going then? Predictably, they’re checking email on the iPhone, with a 71% share of the mobile email market, followed by the iPad at almost 15%. Android rounds out the top 3 with 8% of the mobile email market.

What does this mean for your email marketing campaign?

It means that if you aren’t optimizing your emails for mobile devices, you aren’t reaching about 20% of your email contacts. Sure, they may receive your email, but if you’ve failed to test your email campaign on the most popular mobile browsers, your carefully planned, well-written, visually striking marketing email isn’t having the impact that it should.

In addition, when you take into account the amount of incomplete data that resides in most data sets and the number of emails that don’t make it through spam filters, the efficacy of your email marketing campaign can (and should) easily be called into question.

If you’ve been testing your marketing emails on the most popular mobile devices, in addition to web-based and desktop clients, then you’re ahead of the game.

If not, you’re not capturing the attention of a significant (and growing) number of your most valuable customers.

Contact Healthcare Data Solutions today to learn more about how HDS’ email marketing products and services can help your healthcare marketing organization increase the efficiency of your email marketing program.

Healthcare Providers Turning to Mobile Devices in Large Numbers

Tuesday, April 12th, 2011

Ninety-four percent of physicians are now using smart phones to communicate, manage business/personal work flows and access medical information, according to a report from Spyglass Consulting Group.

In addition to checking their email, physicians are increasingly using apps. There are apps available for looking up information on prescription drugs, clinical information on conditions and symptoms, medical guides and even medical calculators. In addition to these industry-specific apps, doctors are also using their smart phones to access social media sites and to dictate notes to email.

According to an article in the Washington Post, some physicians are even starting to use their smart phones to diagnose patients. One such physician, Neal Sikka, started doing this informally and is now conducting a study to see how accurate these diagnoses are. However, it is unlikely that this usage will become mainstream in the near future, as most physicians aren’t reimbursed for communicating with patients electronically. Read more about the study.

For now, it appears that email is the front runner. With nearly 1 million emails, HDS’ EmailPRO will enable you to market to these physicians regardless if they are using computers, smart phones or tablets. Use the 200+ data attributes to accurately target the exact audience you are going after.

For more information on the Spyglass study, click here.