By: Jessica Troccoli
Email is the preferred method of communicating with businesses for 69.7 percent of US internet users, so it’s no surprise that email as a form of marketing communication has become a staple in marketing plans across industries.
The healthcare industry is no exception. According to the 2015 Email Marketing Metrics Benchmark Study by Silverpop, healthcare was one of the five top performing industries in email marketing this year.
Healthcare email messages are likely personalized to the recipient or contain highly relevant information. This kind of content leads to higher open rates and click-through rates.
The average unique open rate for healthcare is 26.6 percent. Top performers in the healthcare industry average open rates of 50.2 percent, making healthcare one of the top five industries with open rates above 50 percent. Healthcare messages also average two opens per email, which is likely due to messages including content that recipients find useful and want to revisit.
The click-through rate measures the percentage of email messages that had at least one click. The average click-through rate for healthcare is 4.3 percent, beating out the overall average of 3.2 percent across industries. Again, this is most likely due to providing relevant and engaging content to recipients.
Email marketing has proven to be a successful way to connect with consumers in the healthcare industry. As it continues to grow and messages become more targeted, the opportunities to make meaningful connections through email will be limitless.
For more interesting statistics about the importance of email marketing, check out the Salesforce Marketing Cloud 2015 State of Marketing Report.