5 Tips for Better Pharmaceutical Subject Lines
Among the hundreds of emails physicians receive, what makes your emails stand out in the inbox? Your name, the subject line, or the preview text? Maybe they recognize your name and because they have received relevant information from you in the past, they are confident that once again you have sent something worthy of their time.
However, physicians’ mailboxes are inundated with hundreds of emails each day. So, even if you are a known and respected sender, their time only allows them to open and engage with emails that appear important, intriguing, or benefit them in some way.
The subject line delivers key words that help physicians determine whether to delete, continue scrolling possibly to return later, or open. The first impression establishes the main theme and summarizes the core message critical in open rate success or failure. In fact, in a recent physician survey, 69% of HCPs said a subject line is what prompts them to open an email.
But, what’s important in a subject line that gets HCPs to open an email? Forty-two percent say a subject line containing a product name prompts them to open. Another 34% say a subject line with a specific pharma/med device announcement or offer followed by subject lines including patient educational information and coupons entices them to open and read further.
Knowing what is important to include in pharma/med device email subject lines can help increase open rates. In addition, optimize your subject lines further using the following best practice tips to give your emails extra oomph and encourage your audience to click on your message. Here’s what’s important:
1. Short and Simple
There isn’t a hardcore statistical link between subject line length and open rates because of other factors that throw off what should seem clear – K.I.S.S. For example, different devices, browsers, and email clients used to open emails prevent a one-size-fits-all subject line length. Email clients truncate subject lines outside certain ranges and mobile phones display fewer characters. Also affecting the link between subject line length and open rate is the offer type. If an offer is popular the subject line length may not matter. However, shorter subject lines between 45-50 characters display more completely across all devices allowing readers to get a better idea of what the email is about, and therefore is a good rule of thumb to follow.
2. Word Placement
Front-load your subject lines with key words and strong calls-to-action. If you construct your subject lines starting with the most important points, then you can worry less about the length.
3. RE: and FW:
Research has uncovered that including the preposition RE: or FW: in your subject lines, can negatively affect the ability for emails to reach the inbox. Certain words, punctuation, and capitalization may trigger spam filters to react. Avoid using excessive punctuation and all caps. Choose words carefully to prevent your emails from getting caught in spam filters.
Use merge tags to personalize emails with name, specialty, and location. Personalization can make your email message seem even more relevant and get your readers to open your email to find out how it applies to them.
5. A/B Testing
Test varying subject lines with sample audiences to determine which is most effective before sending to the balance of your audience. The more you test, the better you will get to know your target audience’s preferences and produce higher open rates.