Recently, a client in our marketing module reached out for guidance on crafting EDMs (Electronic Direct Mail) that resonate with their community. At Peak, we use EDMs all the time — if you’re reading this, you’re likely familiar! (And if not, make sure to sign up for our Peak Hub to get exclusive content and insights straight from our team.) For us, email is a powerful way to maintain a consistent, meaningful connection with clients and the broader pharmacy community. By strategically sharing promotions, health tips, and important announcements, pharmacies can convey their personality and establish trust. With billions of emails circulating daily, standing out in a crowded inbox is essential to create that vital connection with your patients and the local community.
However, knowing where to start or how to make your EDM truly effective can be daunting. Below, we’ve outlined some key elements for creating an EDM that does more than just reach your audience; it engages them, builds loyalty, and, ultimately, drives them to action.
Key Elements of a Successful Pharmacy EDM
Add an Attention-Grabbing Subject Line
The subject line is the gateway to your email. It’s the first thing your readers see, so make it enticing and relevant to their health needs. A subject like, “Stay Healthy This Winter – Free Vitamin Check at _______” is direct and valuable. Avoid terms like “free,” “winner,” or “discount,” as these can land your email in spam folders. Instead, focus on offering helpful information or exclusive offers that your recipients will appreciate.
Personalisation
Adding personal touches can significantly boost open rates. Addressing your readers by name and offering content tailored to their needs creates a sense of connection and care. For example, “Hi ______, Are You Ready to Tackle Allergy Season? Check Out Our Top Picks for Relief” goes beyond just a name; it speaks to a specific health concern. Try incorporating brief health tips along with product recommendations, building that personal bond with your community and patients.
Use Images to Make Content Engaging
Images can instantly elevate your EDM’s appeal. Include photos of featured products, your friendly pharmacy staff, or seasonal graphics. However, aim to keep visuals to about 30% of the email to avoid overwhelming your readers. For instance, you could include a banner image of a popular seasonal item, like a flu vaccine, with the caption, “Protect Your Health This Flu Season.” You could even add a team photo as a warm sign-off, making the email feel more personal and genuine.
Keep It Short and Sweet
Overloading readers with too much information can backfire, so keep the message clear and to the point. For instance, if you’re promoting a specific product, such as a new pain relief gel, your message could be: “New Pain Relief Gel – 20% Off This Week Only!” This simplicity makes your offer more digestible and actionable. If you need to provide more detailed content, link to your website or social media pages so that readers can choose to engage further if interested.
Clear Call-to-Action (CTA)
Guide your readers with a straightforward CTA, like “Book Your Flu Shot Now” or “Read More on Our Website.” A CTA that’s bold and prominent encourages readers to take the next step easily. For events or promotions, adding urgency, such as “Limited Spots Available for This Month’s Blood Pressure Checks!” can further motivate action without feeling too pushy.
Professional Sender Name
The sender's name influences whether your email will be opened or ignored. Using your pharmacy’s name, instead of a generic email handle, builds credibility and helps customers recognise your email as legitimate. A professional sender name strengthens your brand and increases trust.
Smartphone Optimisation
With more people reading emails on their phones than ever, ensure your EDMs are mobile-friendly. Test your layout, images, and CTA buttons across various devices to ensure readability. A mobile-optimised email not only looks professional but also improves engagement rates, making it easier for recipients to interact with your content.
Example EDM Templates for Pharmacies
Monthly Health Tips
Subject Line: “Monthly Health Tip: Strengthen Your Immunity This Winter!”
Body: “Hi _______, staying healthy is easier with a few simple steps. This month, learn how immune-boosting vitamins can help you feel your best! Stop by to pick up our pharmacist-approved recommendations. Book your next wellness check-up today!”
Product Promotion
Subject Line: “Get 20% Off Our Acne Treatment Range!”
Body: “Struggling with acne? Our Dermal Acne Control Wash is gentle and dermatologist-approved – perfect for sensitive skin. Take advantage of our special 20% discount and experience clearer skin. Shop now before the offer ends!”
Event Announcement
Subject Line: “Free Blood Pressure Checks This Saturday – Join Us!”
Body: “Join us this Saturday for a free blood pressure check. Our pharmacists will be on-site from 10 AM to 2 PM to provide personalised advice and answer your questions about heart health. No appointment needed!”
Why EDM Matters for Pharmacies
With a thoughtful EDM strategy, pharmacies can stay connected, relevant, and supportive of their customers’ needs. Whether launching a new product, offering health advice, or inviting customers to events, EDMs enable consistent outreach that’s both cost-effective and impactful. A strong EDM approach can help you nurture relationships with customers and build a thriving, loyal community.
For more insights on connecting with your community or exploring other pharmacy-focused marketing strategies, check out our additional resources and blogs on the Peak Hub!