How to Create a Newsletter Marketing Campaign for Your MedTech Company
If creating an email newsletter campaign seems daunting to you, then look no further! There’s a simple solution to crafting the right newsletter campaign for your company. The secret? Planning and patience. When these elements combine with a little bit of work, the result is a newsletter campaign that will delight current customers and attract new ones.
Start by creating buyer personas to help you understand your ideal customer. Next, you’ll determine some initial goals and metrics for your campaign. To grow your email list, place compelling CTAs throughout your content. Establish a schedule and send your newsletter out consistently to build trust with subscribers. After sending your newsletter, wait a few days to examine your KPIs and see if you’re getting the results you want!
Sometimes starting an email newsletter campaign from scratch, or even revitalizing the one you have, can be more work than you bargained for. Our team at Baker Marketing Laboratory is here for you every step of the way. From creating buyer personas to analyzing KPIs, we’re your partner and guide for achieving your digital marketing goals.
Newsletters provide loads of benefits for you and your subscribers. They give you an opportunity to humanize your company and nurture leads who aren’t quite ready to make a purchase. With this type of email campaign, you can also keep customers while attracting new ones with attractive deals and offers.
How to Create a Newsletter Marketing Campaign for Your MedTech Company
Creating a newsletter campaign from scratch can be intimidating. Fortunately, you can create a robust campaign in a few easy steps. The general strategy of starting an email campaign consists of creating buyer personas, determining starting goals, inviting people to sign up for your newsletter, and creating a schedule. Once you’ve sent it out, you’ll look at your KPIs to keep track of how your campaign is performing.
1. Create Your Buyer Personas
You’ll need to understand your customers if you want your newsletter content to be effective. This means understanding their mindset, including their motivations and pain points. Content that’s focused on the customer will be empathetic and address their needs.
Buyer personas are the key to creating newsletter content, or any content for that matter, that will speak to your customers and potential customers. These personas are a composite of your ideal customer, but they’re not pulled out of thin air.
Instead, you’ll use research and educated speculation to determine:
- Who they are
- What motivates them
- Their goals
With this information, you’re ready to begin creating content that helps move subscribers into advocates.
For more on buyer personas and how they help lead generation, click here!
2. Determine Your Goals
What does success look like? This can vary depending on the size of your subscriber base, business size, and industry. However, it’s still a good idea to have some idea of what you should be trying to achieve.
The average open rate for healthcare and medical newsletters is 19%, with IT and Services being 16%. The average click-through rate (CTR) for healthcare and medical newsletters is 3%, while IT and services newsletters are 5%. CTRs are important since they provide a ratio of those who click a link versus the total number of viewers.
This information gives you an idea of what to expect when starting out with your newsletter campaign. As your campaign goes on, you can tweak different aspects of it to increase your open rates and CTRs.
3. Create CTAs That Encourage People to Sign Up
Now that you have buyer personas and goals, it’s time to build your subscriber list. There are a number of ways to do this and the only limit is your creativity.
To invite people to join your mailing list, try:
- Adding CTAs to blogs and landing pages
- Adding (limited) pop-ups to your site
- Encouraging people to fill out online surveys
- Adding CTAs to your social media posts
- Including CTAs in “thank you” emails after a purchase
Over time, you may discover that some strategies work better than others for your particular subscribers. Focus on those that work best to maximize your efforts and continue growing your list.
4. Make a Newsletter Schedule
Newsletters can be sent out anytime whether it’s weekly, monthly, quarterly. The key is consistency, so stick to a schedule once you’ve settled on one. And make sure to let your subscribers know how often you send out your newsletter.
This helps to:
- Let them know what to expect
- Build trust between you and your subscribers
- Ensure that they never forget about you
One important thing: don’t spam your subscribers. If they only signed up for a newsletter then only send them a newsletter. Spamming people who subscribed to something with other content they didn’t ask for is a sure-fire way for them to hit that unsubscribe button.
5. Analyze Your KPIs
Short for key performance indicators, KPIs are data that let you know if your newsletter campaign is working or not. In this case, that would be your open rate and CTR we discussed above. Growth or drops in your KPIs let you know if you’re doing something right or if something needs to be fixed.
Wait a couple of days after you send out a newsletter then examine your KPIs. Notice more opens or clicks after a change? Keep it. Notice a drop after a change? Get rid of it. This helps keep your campaign nimble as you figure out what works best for your subscribers.
Click here to learn more about KPIs in digital healthcare marketing!
Why Does Your MedTech Company Need a Newsletter?
Newsletters do more than remind your customers that you exist. In fact, they’re a crucial part of your inbound marketing strategy. According to Hubspot, 40% of B2B marketers claim that newsletters are crucial to the success of their content marketing efforts. Furthermore, 73% of millennials prefer email to any other form of communication from businesses.
While messaging apps and texting are the preferred method for casual communication, 99% of consumers still check their email on a daily basis. Social media is still important for when people are scrolling their newsfeeds, but there’s always the chance that a potential customer will miss your latest post. Newsletter marketing campaigns allow you to communicate directly to your customers on their time.
Are you looking for ways to boost your medical software company online? Click here to learn how Baker Marketing Laboratory can help!
With newsletter campaigns, you can update your audience on any news or announcements they may find helpful or interesting. This could be for:
- New services
- Highlighting services
- Introducing new team members
- How-tos for your healthcare software
Newsletters don’t have to be as sterile as an operating room. They can serve as an opportunity to humanize your company, showing the people behind your medical SaaS software or medical device.
Newsletters also provide a great opportunity to share special offers and attractive deals with your customers not available anywhere else. Think of it as a reward to them for being loyal. With these exclusive offers, you are helping keep your customers while making them feel appreciated.
Need Help Getting Started?
Stating an email newsletter for your company seems easy enough, but it can quickly take over your life if you’re not careful. From creating buyer personas to evaluating KPIs, these steps and tweaks can take up a lot of time. In many cases, the end result is the newsletter falling to the back burner and eventually being forgotten about, effectively wasting all your hard work.
Fortunately, Baker Marketing Laboratory is here to help. We have nearly a decade of experience in helping clients grow their businesses and reach their goals. At Baker Labs, we’re more than a vendor for newsletters, websites, blogs, and social media — we’re your marketing guide and partner, providing a “digital-first” mindset to ensure that your message is heard.
Do you need help creating an email newsletter for your health tech company? Schedule a call with our team of marketing experts today for a free 30-minute strategy consultation!
To start your newsletter campaign, you’ll first need to develop buyer personas and initial goals. Once you have those established, you can create CTAs throughout your blogs, social media, and other communications channels to attract subscribers. Decide on a schedule and send it out consistently to build trust and stay on your subscribers’ minds. Then, look at your campaign KPIs after a few days to see if it’s succeeding or not and adjust accordingly.
If all of this is more than you have time for then contact the experts here at Baker Marketing Laboratory. We’re a HealthTech marketing agency that’s passionate about all aspects of digital marketing. We’ll partner with you to create an email newsletter campaign that gets results.
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.