May 19, 2020

Are you sold on email mailing?

email marketing
Canada
small business
Marketing
Adam Groff
3 min
Are you sold on email mailing?

One of the best ways to reach current and potential customers is through their inboxes.

With the right email marketing campaign, you can connect with your customers like never before.

Here are just a few ways your business can build and deliver an effective email campaign:

Target and segment

Depending on the type of business you run, chances are you cater to a variety of different customers.

Instead of creating an email mailing list based on one type of customer, segment your list and target a variety of specific customers.

RELATED TOPIC: Make sure to properly target your customers

For example, if you're an online clothing retailer, you can segment your mailing lists based on gender, age, active wear/casual wear, and even clothing size.

By segmenting your mailing lists ahead of time, you can more accurately target customers, which will help increase opt-in rates.

Don't neglect the content

Increasing opt-ins is one thing, but actually keeping your customer's engaged so they don't opt-out is something else entirely.

This is where quality content comes into play.

By offering quality, informative, pertinent information in your email mailers, you'll keep recipients asking for more.

As the following article looks at, along with the need to join up your email and SMS marketing for effective communication, make sure you take the time to come up with a content plan.

What message will you use to attract new recipients? How will you keep current recipients interested in your mailer?

It's all in the content plan.

For the outreach stage, you'll want to include content that describes the benefits of subscribing, whether it's daily promotions or business news your mailer will provide.

Once customers sign up, you can get more in-depth with your content.

Put your email signup opportunities front and center

Customers won't know your business has an email mailing list unless you make them aware of the opportunity to sign up.

There are a number of ways to do this, but the most popular is to prompt customers to sign up after they complete other actions on your website.

For instance, you can include an email mailing prompt before, during, or right after the checkout process through your online store.

Or, when a visitor requests a quote or more information about your business through your website, you can send a signup opportunity then as well.

Keep it straightforward and simple

Nobody likes explaining their life story to a business, especially if it's only to sign-up for an email mailing list.

With that said, it's important to cut to the chase during the signup process. This means asking for only the necessary information your business needs to send an email.

That's right; an email address is really all you need to build your email mailing list.

However, if you're using a formal mailer system, you may want to ask for a first name and, depending on how formal you want to be, a last name too.

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This way, you can personalize each email greeting with your customers' names as opposed to "Dear Customer".

From content to customer segmentation, it's plain to see that mailing lists are an important part of any business.

About the Author: Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including customer outreach and online marketing.

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Jun 11, 2021

Health Catalyst: An agile approach to healthcare data

Northwell Health
Health Catalyst
3 min
How to get the most out of your investment in data with Health Catalyst

 

Healthcare Catalyst is quite literally a healthcare providers’ catalyst for change when it comes to their measurable, data-informed improvement in analytics, software and services.

Founded in 2008 in Salt Lake City, Utah, Health Catalyst is dedicated to enabling health care organisations to build a healthcare-specific, open, flexible, and scalable data platform and fully integrated suite of analytics applications.

This enables health system partners, including Northwell Health in New York which serves a population of 11 million, to realise measurable value within months. “Our customers have recognised the potential to use data, to meaningfully improve their clinical, financial and operational business performance outcomes,” said Mike Doyle, Chief Customer Officer.

Formed by a group of healthcare veterans – with a quest to develop a data warehouse that could handle the complexities unique to healthcare data – they revolutionised the clinical process models and use of analytics and discovered the solution now known as Adaptive Data Architecture, which is agile, flexible and can be implemented in a matter of weeks compared to a matter of years.

Today, Health Catalyst helps clinicians in more than 250 hospitals that care for more than 100 million patients each year.

Health Catalyst offers a solution in three parts:

Data Operating System

Cloud-based DOS is a healthcare-specific, open, flexible, and scalable that provides customers a single environment to integrate and organise data.

Analytics Applications

Analytics applications build on top of the data platform and allow customers to make measurable clinical, financial and operational improvements.

Services Expertise

World-class team of analytics and domain experts leverage technology to help customers shorten time-to-value and achieve sustainable, measurable improvements.

The fully integrated data platform and suite of analytics applications helped clients during the pandemic, in ways even Health Catalyst could never have imagined. Health Catalyst offered products and services to support customers’ agile response to the pandemic in four phases:

  • Prepare.
  • Prevent.
  • Recover.
  • Plan.

“By having the data operating system, our clients were able to take advantage of the integrated source of data to meet challenges that they were facing in their local geographies due to the pandemic in ways that we could never even have predicted,” said Doyle.

Doyle highlighted Health Catalyst’s Value Architecture group, which helps the company ensure that its technology and expertise are delivering measurable and meaningful value to our clients.  “I think another key differentiator is our open platform that our clients are able to use to accelerate their own integration of data, but it is customisable, configurable in ways that makes it unique for them in ways other cookie cutter analytics just can’t match. 

“We like to start every discussion by listening and understanding how we can help our customers avoid making mistakes and getting the most out of their investment in data.”

Speaking about their partnership with Northwell, Doyle said: “We're very grateful for this partnership and want to thank these visionary leaders who are able to envision a future using data that is light years beyond what we can think of today.”

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