How to Drive More Patient Engagement Through Responsive
How many times have you opened an email on your mobile phone and the experience becomes one of frustration? Although an email newsletter can appear great on the PC or inbox, it becomes unusable or hard to decipher when viewed on a small screen. With fonts too small, columns squeezed into a tiny space and links that constantly break due to improper layout and design, the email screams “INTO THE TRASH” or worse yet the unforgivable “SPAM” button.
The User Experience is Everything
If you aren’t tracking the devices used by your patients and audiences, you stand to lose out especially if you haven’t moved to a responsive designed email template. We encounter clients frequently who are using various email subscription services that offer responsive designed email templates but have, for various reasons, not made the switch to the new template.
This can prove to be a costly mistake if you are spending time and money developing great content for your email campaigns yet you fail to move to the newer formats. It affects everything from your open rates to your click-through rates and even your click-to-call rates. Plainly stated, a poor user experience can lead to no response, no conversions and lower ROI.
Tips to Improve User Experience
Here are some additional tips that can really separate you from the novice and the more experienced email savvy marketer!
Try to stick to a 3-6 month Campaign Content Calendar. The email campaigns would be developed to drive your top goals for the targeted services for that period.
Make sure your email embodies your branding and color schemes. Avoid the temptation to use themes. Pre-design a template that always includes your logo.
Preheader text serves a very important function. Email platforms basically grab the first line of (machine-readable) content from a message, and display that in the preview window. Ensure yours indicates what the email is about, enticing the user to open based on this content.
Include visuals, pictures or graphics that tell a story. Avoid trying to put every special and discount you might have to lure potential patients. This can cheapen the brand and
diminish the trustworthiness of your message and service offering.
Give us a call at 713-205-4295 if you would like help making your emails optimized for mobile responsive!
The Intersection Between the Consumer
and the Medical Provider is Changing
Responsive design for mobile and tablet ensures your brand is seen everywhere
Gain insights about patient's behaviors
Drive conversions through relevant automated campaigns
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