Maintaining a high-quality contact list of your HCP audience is an essential aspect of any successful email marketing strategy. And while sourcing the best possible lists for your campaigns is vital, just as important is knowing when to clean or replace them.
All HCP email lists will degrade over time, and if you aren’t keeping up with these changes, you’ll be wasting money and resources trying to reach people who aren’t there.
Determining how frequently you should scrub or replace your email lists will help ensure your campaigns reach the greatest number of valid, up-to-date leads, for years to come.
Tracking Your Metrics
Every email list needs to be reviewed and validated regularly, but there are a variety of factors that can help decide just how frequently you should audit them.
Begin by reviewing your engagement metrics following every send. This will help you gain a better idea of how healthy your list is, and how often it will need to be updated. Also compare the analytics of your previous campaigns—even against industry competitors—to see if any patterns emerge that could help inform your overall strategy.
The most important data points you should keep track of include:
- Open Rates
- Spam Complaints
Look for red flags such as noticeable declines in open and click-through rates among your recent campaigns, as well as the number of people unsubscribing or reporting your messages as spam.
Periodically removing unengaged subscribers from your email lists will ultimately help keep them accurate and more effective in the long run, so you can market only to those healthcare providers who want to receive your emails.
The more often you evaluate your engagement metrics, the easier to find patterns of inactive or incorrect contacts, and the longer your lists remain valid and effective. So be sure to review your progress regularly.
Regular List Maintenance
Your email lists require regular maintenance, because contacts will become inactive over time. Either due to changes in employment, practice location, internet provider, or email address preferences, about 1 percent of healthcare industry email addresses become invalid every month, according to healthcare marketing data provider DMD.
It’s therefore advisable to scrub your email lists at least once every six months. Depending on their size, you may need to assess your lists more frequently if they are larger, or less often if smaller.
Where and how you sourced your lists will also determine how easy or difficult they’ll be to update and verify—but consistent upkeep ensures your campaigns are more successful and your lists remain valid and healthy for years.
Factors That Make Your Lists Untidy
When auditing your HCP email lists, it’s important to know the considerations contributing to their untidiness, so you can be aware of potential issues or redundancies, and scrub your databases early on.
Taking stock of your email lists can often reveal incorrect or low-quality contacts that do nothing for your campaigns, and the most common ways this can occur include:
- Incorrect/Inaccurate Information: This frequently arises from human error—typically when either a member of your team or a prospective lead inputs contacts with typos, in the wrong fields, or logs incomplete contact information.
- Data Decay: This is the gradual decline of data quality due to outdated information such as email addresses, phone numbers, postal addresses, job titles, or other contact details.
- Data Duplication: Contact information is in your database more than once because details were entered multiple times.
- Inconsistent Formatting: Your email databases lack standardized fields and information requirements, which can lead to your contact list being less clean and more difficult to send to and monitor.
Keeping track of these factors will help your lists stay organized and valid with only the best contacts for your campaigns.
Partner With PDQ Communications to Ensure You Always Have Access to High-Quality Lists
Working with a healthcare marketing partner such as PDQ Communications is a great way to gain access to the best quality healthcare provider email lists for your specific campaign needs. Our well-maintained and expertly segmented contact databases are guaranteed to help increase your reach and ensure the maximum return on your overall investment.