Dean Levitt: Healthcare email marketing (Paubox Zoom social mixer)

Today's Paubox Zoom social mixer for April 2023 featured a presentation on healthcare email marketing by our very own Dean Levitt. 

What’s happening: Paubox Zoom social mixers allow our customers and prospects to network and learn new trends.

Why it matters: These are great venues to learn from our customers and the healthcare market in general.

My takeaways: 

• Dean's Law of Thirds: Everyone sees the top 1/3 of an email; 2/3 of people will scroll down; only 1/3 will reach the end.
• The first rule of email marketing: Just click send
• "A majority of people only send an email once a quarter." (Dean)
• Email marketing best practice: one person writes the email, another person approves it
• The 4 metrics to care about:
  • Bounce rate: 1% is ideal; definitely aim for less than 3%; and if above 4%, watch out. Remove hard bounces immediately.
  • Unsubscribe rates: Should be under 1%.
  • Open rate: If lower than 10%, improve subject line. If it's still below 10%, then look at improving content.
  • Click rate: 2-3% is pretty good.
    
• "What's the value of an email address that hasn't done anything in a year? It's very low." (Dean)
• Paubox Marketing API documentation is in demand
• Here are two headline analyzers we use at Paubox:
  • Coschedule
  • Advanced Marketing Institute
    

The bottom line: I've been doing email for over 20 years and there's at least five things I learned today. Wonderful presentation by Dean Levitt.

See also: Our playbook for Zoom social mixers