Allergy sufferers who sign up for emails from Claritin receive more than promotional offers. Daily forecasts inform subscribers about the amount of pollen in their areas, while also providing information about potential triggers and symptoms.
When it comes to email marketing, Allergy brands like Claritin dominate the OTC sector, according to L2’s Digital IQ Index: OTC Health Care. In addition to consistently distributing emails with instructive content, 83% go the extra mile to personalize messages, such as by referencing the recipient’s name or including special birthday rewards.
Other brands in the industry could learn from this technique. Less than half of Index brands collect email addresses on their sites, and the study finds that in the three months after signup, 40% of those failed to send a single follow-up message – abandoning their ability to reach these potential customers.