Email marketing in medicine is a relatively new phenomenon, firstly. Secondly, it is associated with serious difficulties:
Complex topics that are unusual to talk about.
Legal restrictions. Namely: Federal Law No. 152 “On the Protection of Personal Data” and Federal Law No. 323, Article 13 on medical confidentiality.
Old information systems and the difficulties of integrating them with email marketing systems.
However, this does not hinder the development of email marketing. Medical clinics and companies are increasingly interested in promoting and increasing sales through this channel. And they are right to do so! The culture of the “family doctor” best email newsletters and trusting interaction with a specialist exists. This means that the client has a request for long-term communication with the clinic. It remains to use this fact productively: increase conversion and repeat sales.
We suggest focusing on the best! Therefore, we analyzed direct communication in the medical field and selected the coolest and most interesting examples of medical letters for you. We looked for examples in the Email Competitors mailing collection.
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We ranked the letters for the rating according to their quality. The evaluation method was similar to the method of the Email Competitors Awards jury. Our email marketing experts analyzed the copywriting, design, creativity, layout, and structure. They also talked about the advantages of best email newsletters each letter in the selection and shared recommendations for improving their impact on the audience.
advantages of the letter:
The subscriber can go to the sections of the site that interest them directly from the letter header.
The friendly tone of voice adds its charm. The comic story of the two characters works throughout the letter and keeps the reader interested.
The design matches the corporate style and the Gemotest website. The recipient will recognize the company even on an intuitive level. All accents are placed correctly and work to structure the information and make it clearer.
our recommendations:
I would like to change priorities and highlight specifics in the main banner. Put the terms of the promotion first, not a general phrase.
Email from GemotestEmail from Gemotest
bausch+lomb
company
Manufacturer of contact lenses, solutions for them and ophthalmological surgical preparations and medicines, as well as various optical-mechanical products
advantages of the letter:
The calming color scheme and clear structure of the letter create a trusting relationship.
The header contains a section with links to the site pages.
Under the main banner there is a detailed description of the offer for discerning readers. The characteristics of the courses in numbers are clearly highlighted.
our recommendations:
It would be good to think about the height of the blocks and look for other solutions for visualizing the advantages of the courses.
There is not enough heading before the ad block and I would like to change the text in the last two buttons.
Email from Bausch+LombEmail from Bausch+Lomb
prime
company
One of the largest dental clinics in the Ryazan region. Pays special attention to the treatment of children.
advantages of the letter:
Hand-drawn pictures immediately attract attention and complement positive perception.
There is a lot of text, but there are general headings for those who will look through the letter quickly.
It’s good that there is information about the clinic doctor who gives recommendations.
our recommendations:
I would like to reformat the title so that it would be immediately clear that the letter will be about psychological advice for parents on preparing a child for the first visit to the dentist.
There are no references to the dental theme in the visual design, it would be better to add some.
The footer should be made more compact and structured.
Email from PRIMEEmail from PRIME
biogena
company
Online store of vitamins and dietary supplements from Austria.
advantages of the letter:
The color scheme differs from the medical theme, it’s unusual.
Product cards are stylishly designed.
Simple, concise and clear letter.
The general trend in email marketing is towards personalization of newsletters.
Email from BIOGENAEmail from BIOGENA
euroonco
company
Russian network of private specialized oncology centers.
advantages of the letter:
Average good writing. The design is laconic, the structure is well thought out.
There is a lot of text, but it is clearly segmented. It is easy to read, like a good article.
A very useful story. A consultation with an oncologist is paid, vk database and the person is most likely confused. The letter will help those who are still poorly versed in the specifics.
Email from EurooncoEmail from Euroonco
cm-clinic
company
One of the largest networks of multidisciplinary medical centers for adults and children.
advantages of the letter:
Bright GIF animation in the main banner.
All information is structured and broken down into steps.
Clear instructions about the treatment process.
There is an exact price for the procedure.
our recommendations:
We recommend best google shopping strategies for home appliances online stores shortening the text in the first block after the main banner and the final block for booking a consultation.
There are not enough buttons in the letter. azb directory It is worth adding a CTA and replacing the linked phrases at the end of the blocks with buttons.
Email from SM-dentistryEmail from SM-dentistry
We send useful materials about email marketing twice a month
Name
email
subscribe
onTheMend
company
Medical aggregator of doctors and clinics with the possibility of making an appointment with a doctor.
advantages of the letter:
Rich colors, each sentence attracts attention. The visuals are interestingly chosen.
Good article block titles.
They took care of the reader and said how much time he would spend on the article.
It’s great that there is an “unsubscribe” button, but it’s better not to make it so huge that it doesn’t encourage you to click.
our recommendations:
There is no unity in the letter header. Too many buttons that are poorly adapted to the mobile version.
There is nothing about the content of the letter on the main banner. “Hello” is highlighted in large letters, not the title. The last banner has too many buttons.
Too much unnecessary information in the block about Telegram.
Email from NaPravakuEmail from NaPravaku
zdravsiti
company
Russian online service for ordering medicines, medical products, hygiene products, dietary supplements, and cosmetics. The network of partner pharmacies is more than 15,000.
advantages of the letter:
The company’s newsletters feature a unique character that is associated with the company.
They recommend repurchasing the product and offer related products at discounts.
The letter is simple, concise and clear. There is a clear structure.
our recommendations:
There is no adaptation for mobile devices.
The banner title with the recommendation should be more specific. Suggest completing the course or simply replenishing supplies.
There is too much text in the product card that the customer is already familiar with. More additional information is probably needed in the “you may be interested in” block.
Read more recommendations for pharmacies in our article. Learn the basic rules of mailings and how email marketing can help you win the competition online.
Email from ZdravcityEmail from Zdravcity
Scandinavia
company
One of the largest private medical care companies in the North-West of the Russian Federation, 80 areas of work.
our recommendations:
There are a lot of fonts, there are questions about the banner. Most likely, the marketer put together the letter in a constructor without a designer (but it turned out well).
It is not clear about the date and time frame of the conference. When will it be, how much does it cost to participate.
Add structures The picture in the advertising banner does not correspond to the topic of the block. And the text itself does not have a clear sentence.
The final banner was not adapted for email. Everything is lost, the text is very small.
Email from ScandinaviaEmail from Scandinavia
in vitro
company
One of the largest medical groups of companies in Russia, specializing in laboratory diagnostics and provision of medical services.
Advantages of the letter:
The design of the letter corresponds to the company’s brand book.
Nice hat and bright illustration.
our recommendations:
There is no button and no main message on the main banner. The first CTA appears only after the text block.
If you glance at it, it is not clear what the letter is about. The general meaning is not readable from the headings. And there is no clear logic at all, you have to read it in detail, and this will definitely scare off an unloyal audience.
The block about the nurse is not clear, I want some additional information when it might be needed. And the button does not correspond to the meaning.
Too many colors in the footer.
Email from INVITROEmail from INVITRO
mother and child
company
Network of multidisciplinary centers with an emphasis on reproductive medicine
advantages of the letter:
A good topic that covers the entire target audience, a maximally useful letter.
The idea with the calendar is cool, but it is not adapted for a mobile device. It is too small. It is better to work on the table visualization.
our recommendations:
There is a lot of text and the main idea is clearly visible only on the banner. It is better to make it into theses.
The footer is too thick.
The letter does not take the reader anywhere for interaction. You can add links to details about the studies mentioned.
Email from Mother and ChildEmail from Mother and Child
denta-el
company
Dental clinic in Moscow with its own dental laboratory and training center
advantages of the letter:
A good idea is to introduce subscribers to the clinic’s specialists and their work.
There is storytelling, a clear narrative, but I want to visualize it differently. Add stages and headings.
our recommendations:
There are too many logos in the letter header. It is better to leave one accent one.
The main banner has a confusing title and button. As if the post is only for those who need a reverse endoprosthesis.
The pictures are not adapted for email distribution. The image with the prosthesis is too big, and the pictures in the block with promotions are small.
There is no unsubscribe link.
Email from Dento-ElEmail from Dento-El
optic city
company
Association of independent optical stores operating on a franchise system under a single brand.
advantages of the letter:
Nice hat.
There is a time and date for the event, but there is no button in the main banner.
our recommendations:
It is better to place information about the speaker next to the photo, and not somewhere further in the text.
where the footer begins.
Email from OPTIC CITYEmail from OPTIC CITY
frau clinic
company
Clinic of plastic surgery and cosmetology in Moscow. Founded by the expert of the first channel in the program “Na ten years younger”.
advantages of the letter:
Each picture illustrates the title. The company did not provide an unsubscribe link, but Sendsay took care of it and added an unsubscribe block automatically.
our recommendations:
The design is not modern, there are many unnecessary elements, there is no unity.
There are hanging prepositions and conjunctions, different fonts and uneven design.
It’s as if they simply inserted mockups of their handouts.
All CTAs are the same and there are too many buttons.
It turned out to be a very long letter.
