The power of video in email marketing: driving engagement with Healthcare Professionals
Email remains one of the most effective channels for reaching healthcare professionals. With the ability to deliver compliant, educational content to hyper-specific specialties, it continues to play a core role in pharmaceutical and healthcare communications.
As digital engagement has evolved, video content has become an increasingly powerful driver of email performance.
Research shows that including video can significantly improve campaign engagement. Emails that reference "video" in the subject line can see open rates increase by up to 19%, while click-through rates may increase by as much as 300%. Video content can also help improve message retention and create a more engaging experience for busy healthcare audiences.
Best practice for video in IMI email campaigns
To maximise engagement, follow a few simple best practices:
- Keep videos short and focused
- Use clear thumbnails and strong calls to action
- Place video prominently within the email
- Use KOLs or educational content - keep videos value-first
Interested in KOL video for your next campaign?
IMI's "In Discussion With" KOL video series reaches 380,000+ verified HCPs a year. Get in touch to find out how it can work for your therapy area.
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