How to Expand your CME Audience with Email Marketing|eMedEvents

 When it comes to interacting with your existing audience and promoting your brand to potential attendees, email marketing is one of the most effective marketing tools available today. This efficacy spans from the wide variety of purposes that different email marketing campaigns can serve, including event registration deadline reminders, the dissemination of breaking medical news, abandoned cart reminders, and sharing relevant success stories.

Proper email marketing application turns leads into attendees and one-time registrants into returning buyers. It is the most direct and flexible approach to communicating, nurturing, and converting prospects into active registrants for your CME activities.

Top Advantages of Email Marketing

  1. When it comes to sheer visibility, email marketing cannot be beat. Email is the #1 online communication channel out there right now. The estimated rate of individuals who regularly check their email accounts is around 99%.
  2. You control and curate your email list. When it comes to social media, your accounts are beholden to each site’s Terms of Service; they could be suspended or deleted outright at any time, without notice. With an email list, those leads are secured and free of deletion risk from third parties.
  3. Email marketing simply converts better. The number of healthcare professionals who register for a CME event marketed via email is higher than those who do not receive email offers. In fact, email marketing has a staggering estimated Return on Investment (ROI) of over 4,000%. Its average order value is at least three times greater than that of social media.

1. Segment your audience

Whether your target audience encompasses physicians, nurses, pharmacists, dentists, or any combination of healthcare professions, you can target them based on their skills and experience with email marketing. The key is advertising the right CME activities to the right people at the right time. This is where segmentation comes into play.

The best email marketing strategies rely on judicious and thoughtful audience segmentation. You want to group up members of your audience with similar interests or professional experiences. For example, it would be a waste of time and resources to mass-email your entire list with a CME offer related to a specific specialty, such as neurology; at worst, this could result in HCPs unsubscribing from your email list altogether.

Instead, you want to connect your CME activities to the individuals who stand to gain the most from them. Audience segmentation allows you to deliver tailored and pertinent emails to your subscribed HCPs by dividing them into smaller groups according to specific criteria.

Good segmentation practices increase your email open rates, improves your click-through rates (CTR), and lowers your unsubscribe rates. Your list can be broken up in a variety of ways, according to your specifications. Here are a few suggestions:

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