1. 1 Secrets to Powerful and Effective Email Marketing Healthcare Leadership & Education Summit June 29, 2015

2. 2 Meet Your Presenter Nick Hajdin Email Marketing Strategist Fathom Healthcare

3. 3 Determine Your Goals Build a Healthy and Engaged Database Create an Effective Design Everything is Testable Use Your Data for Long-Term Success Maintain Engagement Agenda

4. 4 Email has nearly three times as many user accounts as Facebook and Twitter combined. Highest ROI of any marketing channel available, beating out social media, paid search, TV and radio among others. Email is incredibly effective because it is based solely on effort & intent. Email represents almost all signal and very little noise. Email is Still the Killer App Focus on the right marketing channel

5. 5 Determine Your Goals

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7. 7 Brand Awareness Patient Acquisition/Volume Physician Engagement Event Promotion/Invitations Patient Satisfaction Surveys Determine Your Goals What do you want to accomplish with email?

8. 8 Approach to Email What do you want to accomplish with email? Brand awareness / drive traffic to your website Patient acquisition / volume Lead generation / conversions Mold your content and calls to action to achieve your goals

9. 9 What is your goal? What tactics are you using to meet your goals? Once you build a loyal audience, they will naturally seek you out first for health care. Align Your Goals and Tactics

10. 10 Build a Healthy and Engaged Database

11. 11 Put the sign-up form on your blog, website header, website menus, and content hub Create a unique newsletter sign-up page Promote signing up for email on your social channels Build a Healthy Subscriber Database Grow your email list relentlessly

12. 12 Tap into patient portal as an entry point to acquire opt-ins for further communications Collect emails on the phone when appointments are made, or in person when patients arrive for appointments Collect emails at conferences and events Build a Healthy Subscriber Database Collect emails from in-person touchpoints

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14. 14 Access to a list of 800,000+ email addresses Verified validity of email addresses Sent to ~710,000 email addresses over 10 day period 19.27% open rate 17.80% click rate Take Advantage of Existing Databases Taking a look at Cleveland Clinic’s Opt-In Invitation to Be Well Increased Subscribers by 10,350 25.75% growth in one month

15. 15 Subject line needs to be compelling, short, and sweet Limit to 40-70 characters Use a call-to-action or question rather than simply stating the contents of the email Must invoke curiosity, urgency, or excitement Set appropriate expectations for inside content Capture Your Audience’s Attention Create eye-catching subject line

16. 16 Pre-headers serve as a secondary subject line in many email clients How are companies using pre- headers? Provide an offer, coupon or CTA Include content that does not fit in subject line Provides summary of email Option to view online version of email or forward to a friend Capture Your Audience’s Attention Include a pre-header in your message

17. 17 Select content that appeals to your audience - “what’s in it for me” Most content should be about them, not you Your best content is not always your newest Review stats each month to see what content is generating the most clicks. The results may surprise you. Engage Your Audience Talk with Your Audience, Not at Them

18. 18 Engage Your Audience Leveraging email with social engagement

19. 19 Engage Your Audience Leveraging email with social engagement 1,500 Cleveland Clinic subscribers have shared at least one article through a social channel. Twitter is the most popular social sharing channel for Cleveland Clinic email.

20. 20 If a user does not want to engage with your brand, they should be easily able to end communication Limits complaints/spam flags – protects deliverability Improves engagement performance metrics Follows CAN-SPAM Act regulations Make it Easy to Unsubscribe Avoid complaints and protect your brand

21. 21 Make sure recipients have opted in Follow CAN-SPAM Act Protect deliverability Use list cleaning services to ensure addresses are valid NEVER purchase lists Don’t get caught in spam filters Ensure Your Emails Are Not Sent to Spam Make it into the inbox

22. 22 Create an Effective Design

23. 23 Ensure template design renders properly across all major email providers and most popular devices Messages render differently across platforms and devices Ensure all links, personalization, and formatting are correct Quality Assurance QA across all devices and providers

24. 24 Outlook 2013 Outlook 2010

25. 25 66% of emails were opened on a smart phone or tablet * 80.3% delete an email if it doesn’t look good on their mobile device ** 75% of consumers say a poorly-designed email negatively affects their perception of a brand ** Create a Mobile-Friendly/Responsive Design Think mobile first * Moveable Ink, US Consumer Device Preference Report Q4 2014, 2015 **Blue Hornet, Responsive Design for Mobile Rendering, 2014

26. 26 Responsive design results in a 15% increase in unique clicks for mobile users* The first link in responsive emails on mobile have a 30% higher click rate than non-responsive emails* Create a Mobile-Friendly/Responsive Design Responsive design increases engagement * Litmus, The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing, 2014

27. 27 Create a Mobile-Friendly/Responsive Design Cleveland Clinic – Continuing Medical Education Responsive Template

28. 28 Limit text to short blurbs and teasers Use images appropriately – illustrate the message, don’t replace content Layout message so readers can quickly take in vital points Evolve layout and design Create Crisp Copy and Design Don’t overdo it

29. 29 Links and CTAs are what drives clicks and traffic to your site Don’t make the reader search Use strong and provoking CTAs Stay away from “click here” and “learn more” The more action you describe, the more enticing the message is for the audience Links and CTAs Must be Obvious Speak to emotions and feelings

30. 30 Everything is Testable

31. 31 Send variations of your message to split segments of your distribution list Use 50/50 split to track success over time Use 10/10/80 split to choose a champion performer for a single campaign Test, Test, Test! Optimize your campaigns with A/B Testing Test different subject lines, CTAs, and other content Test time of day and day of the week Test different layouts and design

32. 32 Best Practices: Test Your Templates Testing Be Well template design 54.67% CTR 56.75% CTR 60.50% CTR

33. 33 Best Practices: Test Your Templates Analyzing the results 2012 AVERAGES OPEN RATE: 29.24% CLICK RATE: 44.56% AVGS. SINCE REDESIGN: OPEN RATE: 35.41% CLICK RATE: 52.76% REDESIGN

34. 34 Spread Learning Across Your Organization Share what works 2013 AVERAGES Open Rate: 28.14% Click Rate: 43.61% 2014 AVERAGES Open Rate: 28.75% Click Rate: 48.99% REDESIGN

35. 35 Use Your Data for Long-Term Success

36. 36 WHAT DEFINES SUCCESS? Performance metrics – open and click to open rates Use unique tracking codes Compare your data to industry averages Use Your Data for Long Term Success Track and analyze your results

37. 37 Industry Benchmarks: Open Rates Industry AverageOpen Rate Constant Contact Study¹24.87% MailChimp Study²23.08% Silverpop Study³26.20% Unique Opens Messages Delivered Open Rate

38. 38 1.Write engaging and effective subject lines. 2.Send at the best time and frequency based on your audience. 3.Avoid spam filters. 4.Send quality content. 5.Keep your list segmented and clean. 5 Tips for Improving Your Open Rates

39. 39 Industry Benchmarks: Click-to-Open Rates Industry Average Click-to-Open Rate Constant Contact Study¹7.24% MailChimp Study²11.82% Silverpop Study³16.70% Unique Clicks Unique Opens Click to Open Rate

40. 40 1.Review your CTA. It may not be strong or clear enough. 2.Review your copy. It may be too long, burying your CTA. 3.Review the subject line. Did you set your contact’s expectation’s appropriately? 4.Create mobile-proof emails. 5.Experiment and test different layouts to see what increases engagement. 5 Tips for Improving Your Click-to-Open Rates

41. 41 Industry Benchmarks: Bounce Rates Industry AverageBounce Rate Constant Contact Study¹12.21% MailChimp Study²1.66% Silverpop Study³1.03% Bounced Addresses Messages Sent Bounce Rate

42. 42 1.Use list cleaning services before importing bulk lists. 2.Routinely monitor deliverability. 3.Monitor your communication’s Reply Email Address. 4.Use instantly recognizable From Email Address. 5.Use spam checker tools. 5 Tips for Improving Your Bounce Rates & Deliverability

43. 43 Maintain Engagement

44. 44 Evolve Layout & Messaging Keep your subscribers engaged Be Well Bonus has seen on average 33.46% open rate 48.44% click rate since it debuted in June 2013! EVOLVE LAYOUT AND MESSAGING More Email Sends = More Traffic and Engagement = More Subscribers = Better Retention

45. 45 Plan so your reader knows when to expect your message Send 1-2 messages a month Goal is for engagement, not fatigue Allow user to update preferences Don’t Overwhelm Your Subscribers Create a consistent schedule Send first Tuesday of every month Flagship Campaign Send 3 rd Tuesday of every month Mid-Month Campaign

46. 46 Average inactivity for a list is 63% Can harm deliverability Negatively affects performance metrics Lost leads/traffic Create a Smart Winback Campaign Re-engage inactive subscribers

47. 47 1. Segment Your List 2. Pick Your Metric 3. Determine Your “Unengaged” Window 4. Plan Your Cadence 5. Change Up the Copy 6. Provide More Options 7. Test, Test, Test 8. Never Say Goodbye Implementing a Winback Campaign

48. 48 Conclusion

49. 49 Determine what you want to accomplish with email marketing Build a healthy database and keep the subscribers engaged Create an eye-popping, mobile-responsive design Test EVERYTHING! Use your data to improve performance and create long-term success Maintain engagement and win back inactive subscribers Secrets to Powerful and Effective Email Marketing Apply these tactics for long-term success

50. 50 Secrets to Powerful and Effective Email Marketing Questions & Answers Nick Hajdin Email Marketing Strategist Fathom Healthcare

51. 51 Appendix Industry Averages Sources 1. Constant Contact Resource Center – FAQ. What are the average open, click-through, and bounce rates of other Constant Contact customers in my industry? http://support2.constantcontact.com/articles/FAQ/2499 http://support2.constantcontact.com/articles/FAQ/2499 2. MailChimp Research – Email Marketing Benchmarks. Average Email Campaign Stats of MailChimp Customers by Industry http://mailchimp.com/resources/research/email- marketing-benchmarks/http://mailchimp.com/resources/research/email- marketing-benchmarks/ 3. 2014 SilverPop Email Marketing Metrics Benchmark Study http://www.silverpop.com/Documents/Whitepapers/2014/Email-Marketing-Metrics- Benchmark-Study-2014-Silverpop.pdf http://www.silverpop.com/Documents/Whitepapers/2014/Email-Marketing-Metrics- Benchmark-Study-2014-Silverpop.pdf