Does Your Email Marketing Need a New Prescription?

Author:

Tink Taylor

Source:

Being an email marketer, it’s funny how often you bump into something that makes you think of work! A little while ago after visiting the doctor, I received an email about ordering repeat prescriptions.

So far, so good you’d think. Some good targeting going on there.

But when I gave it a read, what struck me were all the missed opportunities. For example, the email ‘from address’ was totally unrecognisable, and there was litte in the way of clever personalisation that you often see in the private sector.

What’s more, it’s the only email (indeed, the only communication of all types) I’ve had from them in the last 18 months or so. It was an interesting message to kick off our e-relationship.

Why be a stranger?

Someone has clearly thought: “look how technology can replace all the letters and paperwork we used to send out” but without really driving the strategy home. Replacing letters with email is all well and good but it’s just a tiny piece of the whole picture.

If you’re really trying to change user behaviour, you have to reinforce your message at every opportunity. Why didn’t it come from a recognisable source? Why hadn’t just a little more thought been put into joining all this up?

Considering the recent news from The Telegraph that just 89 patients signed up to a new initiative allowing them to contact their GP by email, you sort of get the feeling that some of these schemes are missing that element of co-ordination that could really generate mainstream adoption.

Part of this has to be down to the marketing strategy. How many of you even knew the “email your GP” scheme was out there?

If you don’t publicise these initiatives, how do you expect anyone to take them up? When are organisations like these going to learn to make the most of digital marketing? ...