Tough news for email marketers: recent updates by email giants like Google and Yahoo have introduced a "digital bouncer." These updates include stricter email filtering systems designed to keep spammy or unwanted emails out of users' inboxes. For B2B health tech and life sciences marketers, understanding and adapting to these changes is essential. In this guide, we'll explore the implications of this digital bouncer and provide actionable recommendations.
- Crafting high-quality email content
One of the primary criteria to pass through the digital bouncer is to create email content of the highest quality. For health tech or life sciences marketers in B2B companies, this means offering valuable insights, industry news, or solutions to common challenges. Let's consider an example:
Example: Imagine you're a health tech marketer responsible for promoting an advanced patient monitoring system to hospitals. Instead of sending generic emails, create content-rich emails that showcase the benefits of your system, such as improved patient outcomes and cost savings, along with case studies from hospitals that have successfully implemented it.
- Cleaning your email list
A clean email list is vital to pass through the digital bouncer. As health tech or life sciences marketers in B2B, you should especially focus on maintaining a relevant and engaged audience. Here's an example:
Example: Suppose you work for a life sciences company specializing in laboratory equipment. Regularly review your email list and remove contacts from research institutions that haven't engaged with your content in the last six months. Prioritize nurturing leads from research institutions who actively seek your equipment.
- Authenticating your domain
Implementing SPF, DKIM, and DMARC authentication protocols is essential for health tech or life sciences marketers in B2B companies. These protocols ensure trust in your communications. (For most of us, this will mean contacting the web team.)
- Honesty in subject lines
Misleading subject lines can trigger the digital bouncer. In our industry especially, honesty is key. Consider this scenario:
Example: You're marketing advanced diagnostic equipment to pharmaceutical companies. Ensure your subject lines accurately reflect the content inside. For instance, "Cutting-Edge Diagnostic Solutions for Pharma Research" should genuinely highlight innovative diagnostic technology.
- Segment your list
Segmentation is a powerful tool for health tech or life sciences marketers in B2B. It means tailoring your content to specific audiences. Here's an example:
Example: If you're a health tech marketer for a software solutions provider, segment your list into categories like "Hospitals," "Pharmaceutical Companies," and "Biotech Research Firms." Send personalized emails to each group, addressing their unique pain points and needs.
- Respecting unsubscribe requests
Ignoring unsubscribe requests can be detrimental to your reputation, both IRL and online. As a health tech or life sciences marketer, it's essential to show respect for users' choices. An example scenario:
Example: Suppose a recipient from a pharmaceutical company opts out of receiving further communications. Immediately honor this request and provide an option for them to resubscribe in the future.
By adhering to these email marketing practices and embracing the changes introduced by the digital bouncer, B2B health tech and life sciences marketers can continue to engage their target audience effectively. These strategies not only help bypass strict email filters but also build trust and credibility in an industry where authenticity and relevance are paramount.
Ready to elevate your healthcare marketing strategy? Contact us today to learn how our expertise can benefit your B2B health tech or life sciences marketing efforts.
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