Question

Topic: E-Marketing

Physician E-mail Response

Posted by brian on 5/23/2008 at 9:42 AM ET 25 Points
Does anyone have baseline data for open rates and click-through rates for e-mail campaigns conducted by hospitals and directed at physicians? Specifically, I'm looking for what to expect from a hospital e-newsletter for doctors. (What's a good "average" open rate?) There seems to be a lot of information out there, but I haven't found anything specific to this target. Any help would be appreciated.
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RESPONSES

  • Posted on 5/28/2008 at 10:00 AM Accepted
    Hi Brian,

    Hope all is well. This is Mark Adler with Optinbuilders. We are an online marketing firm and we provide marketing solutions like email marketing, email lists, email appending etc. Now for your query, being worked in this marketing field for more than 4 yrs I would say that there are too many variables to make any scientific prediction. The results of a successful email campaign depend on the subject line, the creative, the offer and the timing. Our typical open rate could be anywhere between 3 -6% & click through and click through rates is anywhere between 5 to 9%.

    It generally depends upon the content the subject line, time, offers, etc; we have seen more open rates, click throughs etc when there offers or newsletter etc. If you could provide me with your contact information then I would be happy to take you through our email campaign tracking platform and I can show you a complete demo of it so that you can understand the process.

    Let me know if you require any additional information. To reply me off the forum please visit me profile for my contact information.
  • Posted by brian on 6/6/2008 at 1:56 PM Author
    MA - Thanks for the response. I'm surprised to see 3-6% open rates. I've actually benchmarked 18%, based on what I've been able to estimate from other e-newsletters. I would think that you could count on a higher rate because recipients are technically "subscribers." I would be interested in anyone else who might have experiences with hospital e-newsletters directed at physicians. Thanks.
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