How effective is email marketing?

28 Jul 23

Are you looking for new ways to engage your audience and drive traffic to your website? Are you considering investing in email marketing but want to hear all of the pros and cons before you do? Lucky for you, we’re here to help!

Do you ever feel as though your inbox is drowning in marketing messages? Same here. Which begs the question, why do so many companies send out marketing emails? Allow us to shed some light.

We’ve worked with many clients over the years to create bespoke email marketing campaigns, so we’re confident we can provide a detailed and unbiased overview to help you determine if email is the right path for you.

We’ll look at the benefits and drawbacks of email marketing, from return on investment (ROI) to potential legal repercussions, to help you make an informed decision.

Benefits of email marketing

Judging by the number of emails we receive on a daily basis; these remain a big part of many companies downstream campaigns. Clearly, there’s something special about them that keeps businesses hooked. Let’s dive in and uncover the perks they offer.

  • Targeted communication and personalisation

    Email marketing allows you to target specific segments within your audience. You can categorise subscribers on your mailing list through factors such as location, age, seniority, role, industry and many more. You can gather this data by wither asking your audience for it when they sign up for your mailing list, or by purchasing a pre-populated list.

    This is done by adding additional fields to your mailing list sign-up. You can ask for as much information as you want, but having to give out too much information may end up putting people off.

    Having this information allows you to send out tailored content, designed to engage that particular segment. For example, you may choose to include location-specific information, or you might change the pain points mentioned depending on the job role.

    This content is likely to be more engaging for your audience, and you’ll probably end up seeing a higher conversion rate as a result. This only works if you commit to growing and maintaining your mailing list though, by keeping it up to date with the latest information about your audience.

    As well as tailoring the content, you can also tailor the email and make it more personalised, for example by addressing it directly to the reader. Personalisation has been shown to increase open rate by 139% and lead to a better relationship with your mailing list.

    If you want to learn more on how you can optimise your emails have a look at the guide on our Learning Hub and grow your email campaigns.

  • Building relationships

    Email marketing offers an opportunity to build and nurture relationships with your audience.

    You can send your audience valuable and informative content, such as product updates, educational resources, or industry insights.

    By sending this content, you can establish trust and credibility as a helpful source of information. This will lead to increased brand loyalty and customer retention, which benefits your bottom line.

    Building trust with your audience can be tricky, but it’s a core principle of marketing, if this is something that you want to work on have a look at our Content marketing article.

Need help with your medical device email campaigns?
  • Cost-effective

    If you’re worried about your marketing budget and want a strategy that won’t break the bank, email marketing offers a cost-effective option.

    Email eliminates printing and postage costs associated with traditional direct mail campaigns and doesn’t require the same level of hands-on work as other channels. Instead, your costs would be reduced to your email platform fee and design fees (if working with an agency), which can be very economical once initial templates are developed.

    Previous studies have shown that email marketing offers highly positive ROI, with an average of $36 made for every dollar spent. Ecommerce companies are likely to have driven that average up, but even medical device companies can see a pretty good return for relatively small investment.

  • Driving traffic to your website

    Email is a great way to remind your audience that you’re there.

    It’s rare for users to convert the first time they visit a website, possibly because they don’t need that product/service at that particular time, or because they need time to consider. Whatever the reason, you need to ensure they recall your brand when they’re ready.

    That’s why emails are so handy, because they act as little reminders that you exist, putting your brand front and centre or their mind. The more times you get in front of them, the more you become cemented in their head so that they think of you when they’re ready to convert.

    You also make it easier for them to find you again, rather than having to search for you, they can just press a link in an email to go straight to your website.

Drawbacks of email marketing

Email marketing can deliver impressive ROI, but it requires dedication and attention to detail. For the best results, you need to invest time and effort. Failure to do so can mean that your emails are missed altogether, but when done correctly, the results can be very exciting.

  • Regulatory compliance challenges

    With email marketing, you’re opened to the world of GDPR and all the rules that come along with it. GDPR (General Data Protection Regulation) is an EU regulation that safeguards the privacy and personal data of EU citizens.

    These rules for collecting, storing, and transmitting personal and sensitive information through email can be complex, but if you fail to comply there can be serious legal damage to your company and reputation.

    The main take way with GDPR is that you must have explicit consent for commercial emails to be sent to the people on your mailing list. These emails must include an unsubscribe option and the data you collect shouldn’t be used for any other purpose other than email.

    If this is something you’re worried about or would simply like to learn more, we have a guide to GDPR which talks you through all the dos and don’ts.

  • Deliverability issues

    Email deliverability is a common challenge in email marketing as many emails get caught in spam filters, end up in the junk folders, or get blocked altogether. Email delivery can fail for the following reasons:

    • Incorrect details
    • Inactive accounts
    • Your emails have been blocked
    • Recipients email box is full
    • Email is too big to be received

    You have little control over your audience’s email settings, but when they sign-up you can encourage them to go to their settings and check under their filters and blocked contacts that they don’t have marketing emails blocked. For more information on how to do this, HubSpot have published a guide.

    There are also some steps you can take to ensure that your email doesn’t get marked at spam, including:

    • Addressing the email to the recipient.
    • A strong, relevant tagline
    • Authenticate your domain (this includes adding a TXT file from your email host to your DNS – your IT team should be able to handle this)
    • Send emails consistently, but don’t bombard – that can get annoying, quickly
  • Information overload and engagement

    The medical device industry is full of extremely busy people who received a significant volume of emails each day. They receive so many in fact, that yours could easily get lost in the noise, so your time and effort might not end up being worth if they don’t open it.

    So, one of the biggest challenges with email marketing is making sure you stand out so that your email is seen by as many people as possible. Crafting compelling subject lines, relevant content, and clear CTA (calls-to-action) can help to increase your open rates.

    Another way to make your emails stand out is by including personal videos in your emails, which statistically leads to a 4x higher click-through rate than emails without video. This is increased even further when you add the word ‘video’ into your subject line.

  • Opt-Out and Unsubscribing

    Recipients must be able to opt-out of email marketing, so you may find that you lose subscribers from time to time, so your reach and engagement levels shrink. If a significant number of recipients choose to unsubscribe, it may limit your ability to stay connected with potential customers and build long-term relationships.

    Unfortunately, you only have so much control over your audience’s actions. Sending out relevant, engaging information is the best way to keep them interested, but ultimately if they decide to leave you have to let them.

Is it worth it?

Email marketing can deliver impressive ROI, but it requires dedication and attention to detail. For the best results, you need to invest time and effort. Failure to do so can mean that your emails are missed altogether, but when done correctly, the results can be very exciting.

If you have the itch to learn more check out our other articles:

How to avoid spammy outreach?

How does Podymos create email campaigns?

Email marketing vs. social media: Which is better for Medical Device?

Email campaigns from Podymos

Do you want to communicate more effectively with HCPs and patients? Do you want to be able to deliver high-quality email campaigns as part of your larger multichannel marketing strategy? You’ve come to the right place.

Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.

We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.

If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no-obligation chat.

Are you looking for new ways to engage your audience and drive traffic to your website? Are you considering investing in email marketing but want to hear all of the pros and cons before you do? Lucky for you, we’re here to help!

Start getting impactful
marketing today


Schedule your 30-minute introduction call with us.


Understand how we can execute your strategy.


Receive impactful marketing materials from medical device specialists.

We use cookies to give you the best online experience. By agreeing you accept the use of cookies in accordance with our cookie policy.

Privacy Settings saved!
Privacy Settings

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. Control your personal Cookie Services here.

These cookies are essential in order to enable you to move around the website and use its features. Without these cookies basic services cannot be provided.

Cookie generated by applications based on the PHP language. This is a general purpose identifier used to maintain user session variables. It is normally a random generated number, how it is used can be specific to the site, but a good example is maintaining a logged-in status for a user between pages.

Used on sites built with Wordpress. Tests whether or not the browser has cookies enabled

Decline all Services
Accept all Services