{"id":7591,"date":"2022-08-16T10:00:00","date_gmt":"2022-08-16T10:00:00","guid":{"rendered":"https:\/\/www.rednovius.com\/?p=7591"},"modified":"2022-12-07T12:32:52","modified_gmt":"2022-12-07T12:32:52","slug":"trends-marketing-optimization","status":"publish","type":"post","link":"https:\/\/www.rednovius.com\/trends-marketing-optimization\/","title":{"rendered":"Top 5 Trends for Marketing Optimization"},"content":{"rendered":"\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.rednovius.com\/book-expert-session\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Top-5-Trends-for-Marketing-Optimization_1.png?resize=1024%2C683&#038;ssl=1\" alt=\"Top 5 Trends for Marketing Optimization\" class=\"wp-image-7600\" srcset=\"https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Top-5-Trends-for-Marketing-Optimization_1.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Top-5-Trends-for-Marketing-Optimization_1.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Top-5-Trends-for-Marketing-Optimization_1.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Top-5-Trends-for-Marketing-Optimization_1.png?resize=900%2C600&amp;ssl=1 900w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Top-5-Trends-for-Marketing-Optimization_1.png?w=1200&amp;ssl=1 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" data-recalc-dims=\"1\" \/><\/a><\/figure><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\" style=\"font-size:46px\"><strong>What to consider regarding marketing optimization in 2022<\/strong><\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In a hyper-connected digital era, marketers are seeking to increase brand awareness. At the same time, they want to lower acquisition costs. How? By optimizing the <strong><a href=\"https:\/\/www.rednovius.com\/pharma-communication-new-normal-urgency\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer experience<\/a><\/strong>. That is a vital part of marketing optimization in a company.&nbsp;<\/p>\n\n\n\n<p>Marketing teams must acknowledge that it\u2019s no longer about the product\/brand, it\u2019s about the people! People connect with people. Thus, a customer-centric approach is a key factor for successful digital interactions through <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing<\/a><\/strong>.<\/p>\n\n\n\n<p>The numbers point towards more targeted communications. These include added-value content and tailored messages. All within an agile and proactive <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing strategy<\/a><\/strong>.&nbsp;<\/p>\n\n\n\n<p>Looking at the customers&#8217; preferences and their stages in the journey, marketers can put into place a <strong><a href=\"https:\/\/www.rednovius.com\/pharma-communication-new-normal-urgency\/\" target=\"_blank\" rel=\"noreferrer noopener\">continuous flow of interactions<\/a><\/strong>. These can deliver at the right time through the right channel. Not to mention the possibility of consumption through the device of choice.<\/p>\n\n\n\n<p>Let\u2019s take a look at the 5 major marketing optimization trends for creating successful <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing campaigns<\/a><\/strong>!<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" style=\"font-size:46px\"><strong>What to improve in 2022 for a successful marketing optimization<\/strong><\/h3>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In a <strong><a href=\"https:\/\/www.rednovius.com\/pharma-communication-new-normal-urgency\/\" target=\"_blank\" rel=\"noreferrer noopener\">hyper-connected digital era<\/a><\/strong>, marketers are seeking to increase brand awareness. At the same time, they aim to lower acquisition costs by optimizing the customer experience.&nbsp;<\/p>\n\n\n\n<p>Marketing teams must acknowledge that it\u2019s no longer about the product\/brand. <strong><a href=\"https:\/\/www.rednovius.com\/pharma-marketing-3-patient-motivated-changes\/\" target=\"_blank\" rel=\"noreferrer noopener\">It\u2019s about the people<\/a><\/strong>!&nbsp;<\/p>\n\n\n\n<p>People connect with people. So a customer-centric approach is a key factor for successful digital interactions through <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing<\/a><\/strong>.<\/p>\n\n\n\n<p>The numbers point towards more targeted communications. These include added-value content and tailored messages. All within an agile and proactive <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing strategy<\/a><\/strong>.&nbsp;<\/p>\n\n\n\n<p>The first step is looking at the <strong><a href=\"https:\/\/www.rednovius.com\/pharma-marketing-3-patient-motivated-changes\/\" target=\"_blank\" rel=\"noreferrer noopener\">customers&#8217; preferences<\/a><\/strong> and their stages in the journey. Marketers can put into place a continuous flow of interactions that are:<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Delivered at the right time through the right channel;<\/li><li>Consumed through the device of choice.<\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Let\u2019s take a look at the 5 major optimization trends to create successful <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing campaigns<\/a><\/strong>!<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em>Pro-Tip: <\/em><\/strong>Marketers should start by sending the first email to a few contacts. Preferably before the start of the campaign itself (3 to 4 days before). Afterward, they can slowly increase, the number of emails sent day by day.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:44px\"><strong>1) Tailor the message through segmentation<\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Segmentation is essential to provide the right message at the right time to the right people.&nbsp;Marketers must divide the <strong><a href=\"https:\/\/www.rednovius.com\/are-caregivers-a-potential-audience-overlooked-by-pharma-companies\/\" target=\"_blank\" rel=\"noreferrer noopener\">target audiences<\/a><\/strong> based on:&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Age;<\/li><li>Gender;<\/li><li>Location;<\/li><li>Other relevant data for the business goal (e.g. job title, interests, etc.)<\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>After that, they must send different <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">emails tailored<\/a><\/strong> according to that segment&#8217;s needs, expectations, and stage of the customer\u2019s journey. 71% of marketers apply this rule, according to the Mailmodo survey. They create distinct campaigns and send different emails to loyal, average, and dormant customers.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Pro-Tip<\/strong>: A <strong><a href=\"https:\/\/www.rednovius.com\/patients-top-chosen-channels-for-information-gathering\/\" target=\"_blank\" rel=\"noreferrer noopener\">correct segmentation<\/a><\/strong> needs placing. Like so, marketers may tailor and personalize the emails sent within a targeted marketing approach. Overall, this contributes to reducing dormant customers and increasing their reactivation.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Did you know that videos have the potential to decrease unsubscribes by 26% and optimize the subject line open rate by 272% (CampaignMonitor)?!&#8230; <a href=\"https:\/\/www.linkedin.com\/company\/rednovius\/\" target=\"_blank\" rel=\"noreferrer noopener\">Don\u2019t stay behind<\/a> and start adding value to your campaigns with <a href=\"https:\/\/www.rednovius.com\/book-expert-session\/\" target=\"_blank\" rel=\"noreferrer noopener\">PubVisual<\/a>!<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:44px\"><strong>2) Keep track of the results and tests to optimize further<\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Customers who either open or <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">engage with the emails<\/a><\/strong> must be excluded from the list. This saves time while reducing the risks of spam labeling or reputation damage.&nbsp;<\/p>\n\n\n\n<p>Marketers must often review the contacts list. Adding these customers to a suppressed list is not considered when sending the <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">campaign&#8217;s emails<\/a><\/strong>.<\/p>\n\n\n\n<p>Also, it\u2019s good to have a notion of what is best suited to the audience and gives better results. It&#8217;s possible by sending two versions of the same content to different contacts. This allows <strong><a href=\"https:\/\/www.rednovius.com\/2022-best-marketing-strategy-looking-back-to-move-forward\/\" target=\"_blank\" rel=\"noreferrer noopener\">ongoing improvement<\/a><\/strong> and marketing optimization. One where simple changes such as the subject line, can redirect the campaign to success.&nbsp;<\/p>\n\n\n\n<p>It\u2019s important to test each element at a time. This is to get a clear insight into the audience\u2019s preferences and implement changes accordingly. According to Mailmodo, 50% of the marketers based their random A\/B tests on <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">email open rate results<\/a><\/strong>.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Pro-Tip<\/strong>: Keeping the contact list updated with non-engagement customers suppressed is vital. It enables marketers to redirect efforts to their real audiences without getting the Spam label or damaging the domain. A\/B tests, personalization, and tailoring are vital. In fact, the personalization and tailoring granted by A\/B testing increase the chances of a <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">successful email campaign<\/a><\/strong> with higher engagement rates.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:44px\"><strong>3) Humanize the message to increase engagement<\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>People don\u2019t connect with products or brands, <strong><a href=\"https:\/\/www.rednovius.com\/healthcare-provider-engagement-what-to-consider-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">they connect with people<\/a><\/strong>! So, much more than personalizing, marketers must humanize the message to get it across. In a <strong><a href=\"https:\/\/www.rednovius.com\/customer-centric-approach-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer-centered approach<\/a><\/strong>, consumers are seeking seamless yet humane interactions with businesses.<\/p>\n\n\n\n<p>To engage with success, marketers need to acknowledge the audience&#8217;s pain points. Afterward, they can grant them solutions for each of the stages of the journey. It allows them to keep a <strong><a href=\"https:\/\/www.rednovius.com\/healthcare-trends-for-patient-engagement-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">continuous flow of digital interactions<\/a><\/strong> that add value to the audiences.<\/p>\n\n\n\n<p>The <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">email content<\/a><\/strong> must be conversational and personalized to each contact on the list. Especially by having their names in the subject line or in the email copy.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Pro-Tip:<\/strong> People connect with people, so a human touch is a key to every email. It ensures the audience\u2019s wishes to connect and engage. The secret is in small details, like the customer\u2019s name, added to the <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">email copy.<\/a><\/strong><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:44px\"><strong>4) Don\u2019t miss out on the audience&#8217;s technical preferences<\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Knowing the audience\u2019s preferences when <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">consuming emails<\/a><\/strong> from businesses, allows a deeper level of campaign optimization. In fact, according to past interactions and customers behaviors, marketers must take into consideration:<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><strong><em>Accessibility.<\/em><\/strong> This includes a) readable font &amp; text size; b) avoiding bright saturated colors, c) having color contrast; d) leaving white space between text, images, and CTA; and, e) adding alt text to images.<\/li><li><strong><em>Compatibility.<\/em><\/strong> With an increase of <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">opened emails<\/a><\/strong> through mobile devices &#8211; 56.8% increase in 2021 &#8211; and customers using at least three devices each. The look and feel throughout devices need revision before launching any campaign.<\/li><li><strong><em>Readability.<\/em><\/strong> That will dictate the <strong><a href=\"https:\/\/www.rednovius.com\/knowledge-translation-hcp-education\/\" target=\"_blank\" rel=\"noreferrer noopener\">reading experience<\/a><\/strong>. The numbers confirm that customers prefer the dark mode option, enabling that is also tailoring through details.<\/li><li><strong><em>Imagery. <\/em><\/strong>As it might not load and the message still has to get to the audience. Adding alt text and content to support the visuals with an image-text ratio of 60:40 or 80:20 will guarantee that. even if something isn\u2019t working, the message is received and understood.&nbsp;<\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" style=\"font-size:34px\"><strong>Did you know that\u2026<\/strong><\/h5>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>33.3% of marketers confirmed that <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">emails sent<\/a><\/strong> are informative copies. These provide relevant information about the company\/product to the customers (Mailmodo). Added content resources are more valuable and wanted than ever before.<\/p>\n\n\n\n<p>Consumers are seeking smooth customer experiences throughout their journeys. Additionally, they demand more knowledge from brands and businesses to proceed in the decision-making process. Businesses can empower them with <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">educational resources received by email<\/a><\/strong> at the exact moment of need.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:44px\"><strong>Key Takeaway<\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.rednovius.com\/explainer-videos-how-to-successfully-create-your-first\/\" target=\"_blank\" rel=\"noreferrer noopener\">Video consumption is sky rising<\/a><\/strong>. Marketers can\u2019t ignore the need for <strong><a href=\"https:\/\/www.rednovius.com\/video-marketing-in-pharma-is-growing-see-5-ideas-for-your-brand\/\" target=\"_blank\" rel=\"noreferrer noopener\">video content creation<\/a><\/strong>. The audiences\u2019 higher demand for <strong><a href=\"https:\/\/www.rednovius.com\/explainer-videos-how-to-successfully-create-your-first\/\" target=\"_blank\" rel=\"noreferrer noopener\">explainer videos<\/a><\/strong> is about keeping track of updates. It&#8217;s also centered on learning more about a product or service before purchase.<\/p>\n\n\n\n<p>In <strong><a href=\"https:\/\/www.rednovius.com\/top-guidelines-for-pharma-marketers-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing<\/a><\/strong> campaigns marketers must see them as valuable add-ons. They can increase the customers&#8217; interest in connecting and achieving higher open rates with effective audience engagement.<\/p>\n\n\n\n<p>By adding value with relevant and needed <strong><a href=\"https:\/\/www.rednovius.com\/content-marketing-in-pharma-how-to-get-it-right\/\" target=\"_blank\" rel=\"noreferrer noopener\">content resources<\/a><\/strong>, marketers build trust, increase authority and keep the nurtured customers coming back for more.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a hyper-connected digital era, marketers are seeking to increase brand awareness. At the same time, they&#8230;<\/p>\n","protected":false},"author":2,"featured_media":7600,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[63,61,52],"tags":[23,115,114,113,279,276,104,103,117,116,31,118,277,32,278],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Top 5 Trends for Marketing Optimization<\/title>\n<meta name=\"description\" content=\"In this article, we take a look at the 5 major marketing optimization trends for creating successful email marketing campaigns.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rednovius.com\/trends-marketing-optimization\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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