The Ultimate Guide: Email Authentication

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The Ultimate Guide:Email Authentication

The data, technology tools, and strategic insights you need for winning healthcare campaigns.

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Email is one of the most effective marketing tools for building relationships with target au-diences. No one knows this better than today’s

pharmaceutical companies, many of which are seeking new and innovative ways of connecting with health-care professionals beyond face-to-face interactions.

Email offers a prime opportunity to deliver real-time messages, increase communication frequency, and evangelize new products — all in a cost-effective

A poorly conceived email is a serious compliance risk.

and time-sensitive manner. But long gone are the days of batch-and-blast campaigns. Rather, these days savvy pharmaceutical companies are relying on targeted email lists to reach the right audiences.

It’s easy to understand why. In today’s heavily regu-lated pharmaceutical industry, a poorly conceived email is not only a waste of campaign funds but it’s also a serious compliance risk and may well alienate

audiences. Enter email authentication. By ensuring email record accuracy and functionality, email authen-tication can deliver signi� cant bottom-line bene� ts, including more ef� cient campaign spending, improved deliverability rates, and higher response rates.

Just ask Vince Milano. Milano is the director of marketing and operations at Duchesnay USA, a phar-maceutical company that specializes in protecting the health of expecting women and a client of DMD.

“When you’re dealing with medicine, there’s a greater call to action than maybe a retail store because you’re talking about — and helping — people improve their overall health,” notes Milano. “There’s a corporate val-ue there, and a responsibility.”

So how can top marketers ensure email authentica-tion? In this e-book, MM&M contributor Cindy Waxer explores the best practices and innovative tools needed to reap the greatest value possible from carefully crafted, highly personalized email marketing campaigns. Based oninterviews with some of today’s top marketing execu-tives, she examines the anatomy of an email marketing campaign and the role authentication plays in its success.(please turn to the next page) ■

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Introduction: The ultimate guide to email authenticationBook

An MM&M Digital Publication


Behind every successful email marketing campaign stand fundamental building blocks,ensuring you reach the right audiences.Here’s what you need to know to establishthis strong foundation for authentication.

It may not be as sexy as social media or as slick as TV ads, but email is still one of the most popular — and most effective — ways of reaching target

audiences. An April 2015 survey from The Relevancy Group, in fact, reveals that email alone accounted for as much in revenues as all other modes of digital ad-vertising. And nearly a quarter (23%) of U.S. market-ing executives indicated that email marketing drove at least 25.1% of their overall revenues.

But it takes more than the click of a button to launch a successful email marketing campaign. Behind every successful email campaign is email authentication — a roster of valid email addresses for valid healthcare partners. Simply put, marketers need to � nd a way to process records through multiple programs to ensure email record accuracy and functionality.

“Anytime that you can get in touch with your custom-ers, whether the physicians you’re looking to educate or patients, it’s an opportunity,” explains Duchesnay’s Milano. “But it doesn’t help to just send an email. It’s about shaping the content and making sure you’re speaking to the right audience with the right language.”

Up until now, approaches to email authentication have varied, leading to some unreliable results. For example, many organizations scrape email addresses from Web pages or physician directories. But while a server might accept these emails, they’re unlikely to reach the right audience.

Others rely on institutional emails with business domains. However, business domains are likely to deliver a false positive for one of two reasons:Either the email may be valid but a physician uses a different address for high-importance email; or, if enough emails with this domain are invalid, a server may block the entire domain — preventing emails from reaching real targets altogether.

“Some addresses we see from our clients’ � les are the email equivalent of radioactive waste — they can destroy the effective use of the email channel,” states

Roger Korman, president of DMD. “Our clients often provide a batch of commingled email addresses that have no proven pedigree or performance history. The addresses may have come from legacy data they’ve ac-cumulated over time, acquired through their reps, or obtained through other vendors. In most cases they have no clear idea of where the addresses came from or how they were collected. Whenever we’ve encoun-tered a spam trap or a honey pot, it’s because the email came from an unauthenticated third-party list.”

Fortunately, there are four key building blocks for any email authentication process. These include:1. Domain: It’s critical that incoming records are

matched to an approved domain list. If a domain is not found, records should be processed through a proprietary domain registrant program that will then check for acceptable domains. Ranking do-mains is also an important part of the authenti-cation process. For instance, consumer domains, business domains, proprietary domains — differ-entiating among them can help identify spam traps and determine who is the registered owner of a par-ticular domain.

2. Email name match: It’s not enough to simply have a physician’s email address. Rather, emails must be linked to an associated physician based on a reliable source, such as the American Medical As-sociation. Through using multiple match and omit processes, marketers can be sure that emails are properly screened prior to inclusion in a physician email database.

3. Email validation: A strong set of standards can help ensure that general email addresses are iden-ti� ed, validated, and screened out of a physician email database on a regular basis for the most up-to-date information.

4. Ongoing quality: Physicians are known for request-ing changes to an email address, adding an alterna-tive address, or opting out altogether. No matter the case, it’s up to enterprises to process these requests daily in accordance with the CAN-SPAM Act.By relying on these four steps, pharmaceutical com-

panies can gain access to a reliable treasure trove of email addresses — a database that can deliver signi� -cant results in a highly competitive industry. ■


“Some addresses we see from our clients’ fi les are the email equivalent of radioactive waste — they can destroy the effective use of the email channel.”— Roger Korman, DMD

Getting Started:The key components of email authenticationBook


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Slick messaging and frequent email blastsare of little value without a carefully vettedroster of recipients. Is your physician emaillist high in quality? Read on to � nd out.

T here are many ways to mis� re on an email mar-keting campaign: marketing a particular drug to the wrong type of specialist,

accidentally sending an email to a non-professional, making false claims about a product, and repeatedly delivering emails to the wrong domain. They’re all mistakes that not only result in spam-folder purga-tory, but can incur costly compliance viola-tions, sweeping � nes, and serious breaches of corporate integrity agreements.

There’s only one way to be sure of email marketing success: a high-quality physician email list. While it’s an easy answer, � nding a roster of authenticated email addresses can prove challenging.

“It’s not hard to get a list but it’s im-portant to ask, ‘How good is that list?’” advises Paul Spiegler, senior director of marketing strategy, health practice, at Merkle. Spiegler would know; Merkle relies on DMD for its high-quality au-thenticated database.

“A lot of times you just go by what list providers say they have,” Spiegler con-tinues, “that they’re refreshing it every so often, and that it’s good and clean. You just hope that you made a wise choice. But once you get out and use it, that’s when you � nd out how good it really is.”

PATHWAY TO PERSONALIZATIONSome pharmaceutical companies choose to create their own email lists rather than purchase them from third-party provid-ers. But that can also lead to problems.

“There is a critical reason pharmaceu-tical companies shouldn’t be doing this themselves,” warns Spiegler. “A lot of times they want to collect email addresses from their sales reps, put them into their database, and deploy emails from their own system. But that’s not a good idea when email lists change frequently.”

With a truly high-quality physician email list, phar-maceutical companies can reach the right target audi-

ence, at the right time, with the right messaging — all of which can lead to signi� cant revenue hikes, increas-es in customer loyalty, and impressive cost savings.

“Email itself is only as good as the audience receiv-ing it,” notes Milano. “If I send out an email to 100,000 people, but it’s not relevant to them and their educa-tion, it’s not doing what’s it’s supposed to. Having an

authentic, valid database that ensures your message is getting to the audience that wants to hear it, and needs to hear your information, is the whole point of email to begin with — making sure you’re talking to the right audience.”

THE IMPORTANCE OF EMAIL VALIDATION AND MAINTENANCEMilano highlights the importance of marketing morning sickness medica-tion to the right recipients. Nurses, physicians, reproductive endocrinolo-gists, OB/GYNs — they’re all health-care practitioners who stand to bene� t from learning about the latest products. However, Milano says, “they all have different interactions with their patients through their journey.”

By using an authenticated email list, marketers can make sure their email campaigns “mirror recipients’ language and the way they absorb certain infor-mation,” Milano stresses. In addition to shaping content, a high-quality physician email list can even render email mes-sages to suit particular types of mobile devices, as well as email account types, from Gmail to Outlook.

However, before an email can success-fully reach a healthcare partner’s inbox, a multistep validation process is needed to determine such variables as medi-cal af� liation, approved domain, and deliverability. The � rst step consists ofestablishing an excellent source for

email addresses. First-party sourcing through medical publisher and healthcare service company websites, for example, is ideal because healthcare providers of-fer accurate contact information to these sources.

Next, sourcing involves authenticating each ad-dress, as well as cross-referencing user information against the AMA physician database and af� liated


List Hygiene:The rewards of a high-quality physician email list

“Having an authentic, valid database that ensures your message is getting to the audience that wants to hear it is the whole point of email to begin with.”—Vince Milano, Duchesnay USA




List Hygiene: The rewards of a high-quality physician email list

“It’s not hard to get a list but it’s important to ask, ‘How good is that list?’” — Paul Spiegler, Merkle

repositories. Email addresses should also be compared to others provided across various websites. And � nally, a change of address system for these sources can help them maintain contact with their healthcare partner user base.

The next step of the email authentication process involves validating and maintaining email addresses. This process includes the following steps:• Sending a welcome email to the recipient allowing

him or her to opt out or change email preferences. This ensures the recipient still wants to receive mes-sages after signing up.

• Adding and deleting emails and domain names continuously, depending on their functionality.

• Mailing millions of healthcare partner emails each month to create a “who’s who” list of pharma/bio-tech companies, constantly testing email respon-siveness for an up-to-date database.

• Immediately deactivating nondeliverable emails

upon con� rmation, gradually eliminating bad email addresses.

• Consistently managing multiple email address-es per healthcare partner as they are rankedon performance metrics like open rates, clicks, and engagement.

• Swapping nonperforming addresses in the da-tabase with alternatives and resetting preferred address pro� les in the database.

• Constantly comparing databases from multiple vendors to establish the highest deliverabil-ity, open, and click-through rates for the best-performing email database in the industry.By following these steps, marketers can rest as-

sured they have access to an authenticated, high-quality physician email list to properly targetaudience members for higher engagement rates and a greater return on investment. ■



Inboxes are more elusive than ever for marketers. In fact, according to data from Return Path’s 2015 Deliverability Benchmark Report, one in four

commercial emails fails to reach its intended recipient and either winds up in a spam folder or is simply not delivered at all. More alarming yet, inbox placement plummeted from 87% in 2014 to just 76% in 2015.

So what’s standing between marketers and their target audiences? For one, some email providers are factoring the number of messages that are deleted without being opened into their engagement-based � ltering rates. As a result, if a message is delivered that more recipients delete without opening than those who do, it’s likely to wind up in a spam � lter. In fact, Return Path reveals that low mailbox usage can be downright detrimental to email deliverability as more and more email providers designate senders that deliver too many emails to dormant addresses as spammers.

THE PAYBACK ON BEST PRACTICESThese deliverability rates can be deceiving. The prob-lem isn’t that emails aren’t being delivered properly but that they aren’t being seen by anyone of relevance. Poorly tailored content can easily turn recipients off an email message or discourage them outright from open-ing it. Indeed, data from personalization vendor Rich Relevance shows that the average customer email click-through rate is 2.5 times higher using personalization when compared with nonpersonalized emails. What’s more, revenue is an average 5.7 times higher.

The good news is that an authenticated email list, along with a well-planned campaign, can drive signi� -cant revenue growth for a pharmaceutical company.

All the marketing dollars in the world can’t compensate for poor deliverability rates.Here’s how to get it right from the get-go.

“There are some very expensive drugs out there, so it doesn’t take much to move the needle and get a 15 or 20 percent increase in ROI,” notes Merkle’s Spiegler. “By increasing your delivery to more of your target physicians, you’re going to get greater life from your campaign.”

QUALITY NOT QUANTITYEven the slightest uptick in revenue is critical given the marketing spend required for an effective email marketing campaign. Developing campaign objec-tives, identifying a target audience, making segmen-tation decisions, procuring creative elements such as copy and design, changing a website to accommodate new landing pages are all chief components of a suc-cessful email campaign. No wonder it’s not uncom-mon to spend six-� gure sums in designing a carefully crafted campaign.

But while the cost of a physician email list is just one of many expenditures, the quality and cost of email lists varies considerably. A contact can cost as little as $.50 per pro� le to a whopping $3 each for more specialized, high-quality contacts. Luckily, an authenticated and meticulously maintained email list is an investment that guarantees a higher rate of suc-cess for the campaign.

For starters, a high-quality list ensures better deliv-ery rates and lower bounce rates. Rather than waste money on invalid addresses, marketers can be assured that their messages are reaching intended targets. And a list with domain veri� cation and real-time authentica-tion is a sure-� re way to ensure full value from an email marketing investment.

On the other hand, building a campaign around a poor-quality physician email list can thwart efforts to reach a target audience before it even begins. Even if it costs a bit more, choosing a top-quality list can lead to better long-term returns. ■


Dollars and Sense: ROI or return to sender?

Source: Return Path

Right to SpamAmerican businesses saw nearly one in four emails land in the spam folder or go missing, with inbox placement dropping from 87% in 2014 to just 76% in 2015




From mobile devices to rep-triggered platforms, there’s no shortage of technologies capable of crafting compelling email marketing campaigns. Discover the tools you need for your team.

T oday’s sales teams are under unprecedented pressure to provide healthcare professionals with timely and accurate information. At the

same time, these same healthcare professionals are taking drastic steps to limit — or completely eliminate — live interactions with sales reps. This puts marketers in a precarious position.

“Email campaigns perform best with physicians that find your information relevant,” shares Spiegler. “Yet more and more, access to these healthcare professionals is being limited for sales reps.”

So how can sales teams continue to provide time-strapped physicians and nurses with timely, clinically rel-evant content delivered in a personalized manner?

The answer is technology-assisted field support. A new crop of sophisticated tools is emerging that are helping to shape the most successful email marketing campaigns. These responsive marketing tools can be developed and deployed quickly, enabling sales reps to deliver relevant disease and brand information — outside of business hours and without the need for face-to-face encounters.

Chief among these innovative tools is the rep-triggered

email platform. Essentially, a rep-triggered email pro-gram consists of five to seven preapproved templates that a sales rep can send out in a controlled and systematic way. Template messages may range from, “Sorry I missed you!” to information on a new dosing change. Whatever the content, the language is already approved by a medi-cal legal team for quick, compliant, and easy delivery.

A rep-triggered email program based on an authenti-cated physician email address list offers a number of key benefits. These include:

Greater control — Sales and marketing teams gain greater control of the information disseminated by their sales reps. All emails are generated from specific tem-plates, ensuring message accuracy and consistency.

Better targeting — Sales reps can deliver messages to the right audience members with approved and tar-geted messaging.

An effective alternative — For healthcare profession-als that do not have the time or inclination to meet with sales reps, a rep-triggered email program can serve as a powerful alternative for in-person meetings. In fact, as more healthcare professionals turn down opportunities for face-to-face encounters with sales reps, rep-driven email promises to be an effective replacement.

Big data advantages — With every email delivered via a rep-triggered email program, a company is bolstering the value of its database, adding metrics on communica-

Essential Apparatus: The right technology tool kit

Message receivedBest email open rates*

Source: Litmus

*Open rates may not be accurate for HCP marketing




Essential Apparatus: The right technology tool kit

tion, timing, and overall effectiveness. Armed with this information, marketers can then update and modify templates for even better results.

Duchesnay’s Milano knows all about the advan-tages of a rep-triggered email program. By relying on DMD’s platform, his company reps can, he says, quick-ly and effectively follow up on in-person sales meet-ings and send the right message to the right recipient in a timely manner.

MOBILE INCENTIVESBy enabling marketers to deliver messages to a health-care professional’s handheld device, Milano says a rep-triggered email program can place important product information right at a recipient’s fingertips in real time.

Another appealing feature of a rep-triggered email solution is the ability for sales reps to enter and share critical information gathered from the field — details that can help everyone across the company, from sales reps to digital marketers, work together to craft more effective campaigns based on authenticated email address lists.

“That’s just a great value add,” says Milano. “Now we can have our entire sales force across the country follow up on an email while our corporate communications team can send out messages from a national perspective. At the same time, a regional sales rep can deliver key messages to a physician right after an office call at the right time and at the right place.”

Creating an effective rep-triggered email program is easier than many marketers expect. Steps include:

1. Developing the right message — Be sure to make a single point with a strong message and always in-clude an obvious call to action.

2. Establishing business rules — Predetermined rules ensure that an email message’s content and delivery frequency meet a recipient’s personal preferences.

3. Conferring with sales management — Senior-level executives can offer valuable insight into how to handle objections and respond to competitive initiatives with equal parts diplomacy and effectiveness.

4. Training sales reps — By teaching sales teams how to use a rep-triggered system, companies can drive greater adoption of the tool and boost its ROI.

5. Focusing on design — Subject lines, layouts, and coding guideposts can make the difference between an email that’s read and appreciated by a recipient and one that winds up in the trash folder.

6. Learning from your successes — Gathering perfor-mance metrics is an excellent way to � gure out what is — or isn’t — working with your email campaigns and how to � ne-tune them for stronger results. In fact, email is now one of the top sources of analytics data for marketers as more and more companies use email marketing performance data to shape campaigns.

UNDERSTANDING DIGITAL BEHAVIORRep-triggered email platforms aren’t the only tools that marketers are using to reach the healthcare pro-fessionals listed on their authenticated email address lists. Spiegler, for example, is now tagging emails to gain a better understanding of when a physician opens an email and the device he or she is using at the time, be it a desktop PC or an iPhone. By exploring the activities of email recipients, pharmaceutical enti-ties like Merkle are gaining a deeper understanding of healthcare professionals’ digital behavior.

Spiegler recalls that “if a physician clicks through on an email, you’ll know the whole journey of that individual. Whereas we used to just have audience information, now we can use device IDs to find out” what Web pages recipi-ents are browsing, what information they’re consuming, and what types of information they’re interested in.

In turn, marketers can use these digital details to craft more tailored and personalized email content based on factors ranging from age and gender to spe-cialty and industry credentials.

“By examining healthcare professionals’ digital behav-ior, you’ve now added another piece of the puzzle to un-derstanding what your targets are all about and how you should design campaigns around them,” Spiegler points out. “That’s a very new and exciting technology.” ■

“Email campaigns perform best with physicians that fi nd your information relevant. Yet more and more, access to these healthcare professionals is being limited for sales reps.”— Paul Spiegler, Merkle



Only an ally with a strong track record, a powerful database, and a truly authenticated email list can offer the services needed to take an email marketing campaign to the next level. Here’s why.

The latest technology tools can help pharmaceu-tical companies derive signi� cant value from their healthcare marketing initiatives. But, in

the end, reaching the right target audience at the right time with the right messaging takes a savvy partner.

Enter DMD, which stands out from the competition in a number of ways. First, every email address it pro-vides belongs to a quali� ed recipient. That’s because its is the � rst and only U.S. physician email database audited by BPA Worldwide, the world’s largest media-auditing organization.

“If you want great data, you have to work for it,” explains DMD’s Korman. “Typically, between 10 to 75 percent of the addresses will prove invalid when we scrub an external list. It amazes me that in our every-

day lives we all encounter bad email addresses and email scams, but clients will blindly accept, in good faith, an email list from an external source without rigorous testing or without any proven authentication. DMD triple-veri� es every address it deploys and then updates its email database every day.”

Second, DMD boasts a proprietary real-time Med-TargetSM authentication system to be sure marketers connect with the healthcare professionals they need to reach and no one else. MedTarget works by integrat-ing diverse data sources to authenticate the identity of the online visitor. Rather than relying on recipients

to volunteer information, DMD takes the guesswork out of authenticating audiences for greater campaign success and reduced compliance risks.

DATA-DRIVEN RELATIONSHIPSAt the core of DMD’s unique approach to email au-thentication are relationships with more than 70% of medical publishers and healthcare service companies — partnerships that have been nurtured for years. Today, DMD relies on these unique relationships to receive opted-in email addresses — a key factor in DMD’s suc-cess in achieving a 95% email deliverability rate and a 90% match rate. In fact, DMD’s 100% authenticated and compliant data is refreshed every 24 hours for the most up-to-date details. What’s more, DMD is one of only a handful of AMA database licensees, which provide a factual account of every doctor in the U.S.

Because DMD deploys millions of emails every month for its clients, it lays claim to an intimate un-derstanding of its database. Emails that suddenly go dark are detected immediately while DMD continu-ously charts the performance record of emails by domain, type (work/personal), and institution. An in-depth knowledge of the dynamics of email service providers and Internet service providers also helps deliver emails to healthcare professionals’ inboxes — not spam folders. And while some providers simply have a list of emails, DMD’s database features actual pro� les of healthcare professionals on an individual basis. The result is greater insight into recipients’interactions with digital media so that pharma-ceutical companies can create better-targeted and-deployed email campaigns.

LESSONS LEARNEDBeyond offering pharmaceutical companies access to its powerful database, DMD provides the knowledge it has gleaned from deploying 30 million email cam-paigns. This learning can make a huge difference in the targeting, design, deployment, and analytics of an ef-fective email marketing campaign.

For example, DMD can advise pharmaceutical companies on which days, what time of day, on which devices, and on which email platforms recipients are likeliest to open an email. Specialities, prescribing data, claims data, hospital af� liations — all of these details about individual healthcare practitioners can be factored into campaign design and execution. In fact, advanced analytics underlie all targeting andcreative decisions.


Partner Power: Nurturing strategic alliancesBook




Partner Power: Nurturing strategic alliances

“If you want great data, you have to work for it. Typically, between 10 to 75 percent of the addresses will prove invalid when we scrub an external list.” — Roger Korman, DMD

“DMD has great data, not only in terms of under-standing when to send and the time to send an email, but it also has information broken down by specialty,” informs Merkle’s Spiegler.

This is especially useful, he says, when it comes to keeping an email message relevant.

“The key with these email campaigns is really around making sure the content is fresh,” Spiegler adds. “When you have a lot of fresh, relevant content, you’re able to increase your frequency and you can ac-tually execute campaigns and design emails that are speci� c for various segments.”

Spiegler stresses that certain segments may be more interested in receiving product information, for instance, while others may desire payer cover-age updates or invitations to events and webinars. For those segments that do not open their emails, Spiegler says DMD allows marketers to resend mes-sages days later with a new and more personalized subject line to maintain a fresh appearance. That’s good news given that marketers who use person-alization in their subject lines see 26% more opens, according to Campaign Monitor.

Another advantage of working with DMD is its workshops. Spiegler says Merkle has relied on DMD’s facilitators to deliver customized best practices email workshops — sessions that cover everything from email design to crafting calls to action.

For Duchesnay’s Milano, a partnership with DMD means spending less time — and money — on trial and error to craft the perfect campaign.

“We’ve never had to experiment with DMD,” he shares. “They’ve always been really good at teaching us what days you need to send materials out, such as looking out for holidays and avoiding busy Mondays. Or not sending an email at 5 p.m. when a recipient is leaving the of� ce.”

In addition to in� uencing email deliverability, DMD’s strategic insights are also helping Duchesnay shape its content.

“The subject message of an email can be pretty criti-cal, so the question is, ‘How do you shape that message and how do you test it?’” explains Milano. By calling upon DMD’s expertise, Milano says the company avoids expending unnecessary time and creative en-ergy on ineffective messaging. ■





Conclusion: A look to the future

Not all email lists are created equal. In fact, there are some telltale signs that an email list isn’t capable of delivering meaningful re-

sults. So, how can pharmaceutical companies be sure they’re getting their money’s worth from a provider? Key questions to ask include:

• How old is this email list?• Is it updated daily?• Has this list been used to deploy emails before?• Does the vendor have a � rst-party list that has

been BPA certi� ed?• Has the vendor obtained consent of health-

care professionals and con� rmed their preferred email addresses?

• Is continual maintenance performed in real time with opt-outs removed on the same day of request?

With DMD, marketers receive the right answers to these questions, as well as gain access to an au-thenticated email list that’s capable of signi� cantlyimproving campaign ROI.

A WELL-TO-DO TO-DO LISTDMD accomplishes this by performing anumber of critical tasks, including process-ing hard bounces and opt-outs nightly, con-tinuously ranking and validating domains bydetermining its registered owner, and performing de-duplication so that it’s known whether an email is be-ing delivered directly to a physician or indirectly to a nurse or of� ce manager.

DMD also offers a range of high-tech tools to

help marketers reach audiences. In addition to itsrep-triggered email platform, DMD determines audi-ence coverage through an advanced email-matching process using some of the most sophisticated name and address technology.

LOOKING BEYOND THE LISTThe reality is that an authenticated email list is more than simply a marketing must-have. Rather, it’s a launching pad for a carefully crafted customer journey.

“The real future for us is to create a more per-sonalized journey for physicians,” says Spiegler.“It’s about having a really good understanding of, not only how physicians are interacting with these emails, but how we can follow up on and continue this story into other channels.”

For example, a healthcare professional’s Web-browsing activity may trigger an email message that thanks him or her for visiting a website and thenprovides suggestions on how to receive the latest prod-uct information or dosing details. Marketers can alsodesign email content based on a physician’s actions, such as opening an email but not clicking on any links.

It’s a personalized journey from email recipient to loyal customer that promises to help pharmaceu-tical companies derive more value from their email-marketing initiatives. The healthcare industry is not for the faint of heart. Strict regulations, legal require-ments, and potential liabilities can make reaching the right recipients a challenge. But with an authenticated email list, high-quality tools, and the right partner,today’s pharmaceutical companies can optimize audi-ence reach within every campaign. ■

Email is still one of the most popular, and most effective, ways of reaching target audiences.

The Ultimate Guide: Email Authentication

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