digital marketing for medical devices

Email Automation: The Secret to MedTech Lead Generation

Email is a powerful tool for MedTech lead generation. Unfortunately, writing messages and keeping track of your email list can be a daunting task for any marketing team. With email automation, you can craft targeted messages for specific audiences in a fraction of the time.

Automated emails can get your message to the right people at the right time. It works for “welcome” emails, personalized product and service promotions, newsletter marketing campaigns, and much more. With automated emails, you can boost your email metrics by catering to the tastes of your potential customers to generate leads.

What Is Email Automation?

Email automation is all about ensuring that your emails:

  • Get to the right people
  • At the right time
  • With the right message 

The best part is not having to go through the same email creation process every time you send one out. This helps transform your email content into effective lead magnets in your overall lead generation strategy.

Emails aren’t the only way to generate leads for your medical technology business. To read our blog about other types of automation and more, click here!

Email Automation Examples for MedTech Lead Generation

content marketing for medical device

Email provides you with a variety of ways to communicate with customers and potential customers. By using email marketing software such as Mailchimp, you can automate anything from a simple “welcome” message to robust newsletter marketing campaigns. With automated emails, you can foster the customer relationship and stay at the forefront of their minds. 

The key is to use triggers. A trigger gets “tripped” whenever someone passes through a specific part of the buyer’s journey. This could be subscribing to your newsletter or abandoning their cart. For every trigger, you need personalized emails ready to go so that you are generating or nurturing leads every step of the way.

The “Welcome” Email

You could simply let customers place an order or sign up for your newsletter without a “welcome” email, but we’d advise against it. That’s because these easy-to-automate messages are so powerful. As the team at Mailchimp points out, they:

  • Create 320% more income per email than other promotional messages
  • Are read 4x more and generate 5x more clicks than other types of marketing emails
  • 74% of people expect one when submitting their email address to a mailing list

The “welcome” email is proof that a little goes a long way. Whether signing up for your newsletter or some other opt-in form, make sure that you’re welcoming them to the fold and ensure they convert into sales.

Personalized Product or Service Promotions

While it may be tempting to send out an email for every new product or service that you offer, those on your email list can grow tired of it after a while. People like to feel special, so it’s not always best to send the same content to everyone on your email list. If you do, you may begin to see a marked drop in your open and click rates.

Email automation can help you avoid this problem by drilling down to learn which health tech products and services your visitors are most interested in. For example, say a customer bought a specific product from your company. Based on the product and other information you have, you can target them with more curated emails to suit their needs and taste. You may also see more clicks leading to key landing pages for your products.

Newsletter Marketing Campaigns

Newsletters are a crucial part of any digital marketing strategy. According to HubSpot, 40% of B2B credit newsletters as a crucial part of their success. It also doesn’t hurt that 73% of millennials use email as their business communication method of choice. Most importantly, a whopping 99% of consumers check their email on a daily basis.

Other forms of digital marketing are still important, so you shouldn’t phone it in when it comes to social media or writing blog posts. However, your email newsletter gives you a whole new medium to work with for promoting valuable content to current and future customers.

Click here to read our blog on creating a newsletter marketing campaign for your MedTech company!

How Email Automation Can Benefit Your HealthTech Business

Whether you’re the marketing manager for a practice management software or medical device company, there’s no denying the power of subject lines. With well-crafted automated emails, you’ll be armed with a new way to generate leads and boost your metrics across the board.

Provide a Personalized Experience

The statistics don’t lie — consumers love personalized content. 

  • 90% rank personalized content as very or somewhat appealing (Statista)
  • 91% are more likely to choose a business with personalized recommendations (Accenture)
  • In one experiment, click-through rates increased by 11% and revenue by 38% when consumers knew ads were based on their personal activity (HBR)
  • 72% of customers only responded to marketing messages that were personalized to them in 2019 (SmarterHQ)

With automated emails, you can customize content for specific audiences and reap the benefits of personalization.

Better Customer Retention Rates

It’s a well-known fact that it’s easier to keep a current customer than get a new one. With automated emails, you can continue to foster that relationship long after the initial sale has been made. You can schedule periodic emails to send so that you don’t run the risk of customers forgetting about you, but also without seeming overbearing.

The trick is in the presentation. Avoid language that simply asks customers to check out your products. Instead, let them know about your latest offer complete with a 20% discount. This strategy incentivizes them to take action rather than just have a look around.

Getting Started with Automated Emails

medical software marketing

You know that your MedTech business needs automated emails for lead generation. They also save your marketing team time and make mass emails easier to work with., but how do you get started? How do you craft email messages that will keep your customers coming back as well as converting new ones? 

That’s where Baker Marketing comes in. You need automated emails for nurturing leads, but they still require planning and craftsmanship. Following up is also important to see if your strategy is working. Being able to pivot and adapt is also essential for any marketing campaign.  

Our team has nearly a decade of experience helping our clients grow their email lists and get more leads. With Baker Marketing, you’re getting more than another vendor. We’re your partner and guide through every facet of the digital marketing world. We follow a “digital-first” philosophy to ensure that your message is heard by the right people at the right time.

Do you need help creating powerful automated emails? Schedule a call with our team of marketing experts for a free 30-minute strategy consultation!  

Email automation allows you to get your message to the right people at the right time. It can be used for a variety of emails, including “welcome” messages, personalized product and service promotions, and even newsletters. Automated email campaigns can be used to generate leads by boosting essential metrics such as open and click-through rates.
Baker Marketing Laboratory has spent years helping healthcare businesses find their footing in the digital world. Through a combination of inbound digital marketing and powerful messaging strategies, we help you craft a marketing campaign that resonates with your ideal customer. Contact us today to schedule a call and learn the difference we can make for your business.