email is not dead but changingv2
TRANSCRIPT
Company Confidential
© 2012 Eli Lilly and Company
eyeforpharma BCN 2014 Monica Vidal - ACE Digital Innovation lead. (Australia, Canada, Europe)
THE REIGN EMAIL OF
82%
72%
71%
66%
58%
35%
33%
23%
18%
3%
Checking email
Using search engines
Sending email
Visiting websites
Text messaging
Multimedia messaging
Instant messaging
Watching videos online
Scanning QR codes
None of these
Checking emailUsing search enginesSending emailVisiting websitesText messagingMultimedia messagingInstant messagingWatching videos onlineScanning QR codesNone of these
HCP Professional activities done in Smartphone
Taking the Pulse® Europe 2013 All Online EU Physicians Reference Deck
HCP Professional activities done in Tablet
76%
72%
72%
70%
40%
26%
7%
5%
Checking email
Visiting websites
Using search engines
Sending email
Watching videos online
Instant messaging
Scanning QR codes
None of these
Checking emailVisiting websitesUsing search enginesSending emailWatching videos onlineInstant messagingScanning QR codesNone of these
Taking the Pulse® Europe 2013 All Online EU Physicians Reference Deck
Open rates ……
Source: http://litmus.com/blog/emails-opened-on-mobile-start-designing-for-fingers-and-thumbs
Why is eMail important?
Right content Tailoring content to the segments’
needs
Right channel A multichannel approach to customer
interactions
Right customer Knowing what motivates
our customers to build relationships, loyalty and trust
Right time Delivering information via relevant
channels
Company Confidential
© 2012 Eli Lilly and Company
Lilly@yourservice
Belgium example
What we did
• Creation, by the marketing and medical teams, of customer centric and tailored content answering physician needs, questions and comprehension gaps • Intro message signed by the Sales Reps (In answer to your question…)
8
What we did…..
9
After the email we did a customer Satisfaction Survey
Direct link to informational resources (slide kit and summary)
Access to HCP Portal Neuroscience home page and
Medinfo email service
status 2013
10
All Sales Reps highly engaged in
the process
1041 personalized sent out in 2013 so it means also > 1000
additional “virtual” contacts !!!
Customer feedback
Company Confidential
© 2012 Eli Lilly and Company
Innovating with eMail? Improving customer experience….
The Golden Rules
Permissions
Customer Focus
user experience
Frequency
Unsubscribe
Responsive emails templates
14
Learning on Usability testing
What makes a good eMAIL-Newsletter?
1. Achieves high target readership, time after time
2. Results in action by the recipient and interaction with Lilly or Lilly materials
3. Contains honest and factual information
4. Increases HCP’s ability to improve patient care
5. Provides information that is not only about Lilly products
6. Promotes brands and services in a non-aggressive manner but supportive of the HCP’s needs
