How to Spot a Pharma Email Gone Wrong (And Fix It)
Emails might not feel new or exciting, but they remain central to most customer journey, and they give you one of the fastest feedback loops of any channel. Get them right, and the skills you build will make every other format you create stronger.
The problem is that most pharma emails still miss the mark.
They’re written around what pharma wants to say, not what HCPs need to know. The result is content that lacks empathy, offers little real value, and fails to give a compelling reason to click, read, or continue the journey.
So as an excuse for poor performance, we tell ourselves the same old story, “HCPs don’t engage with email.” But it’s not the channel, it’s the quality.
When your message is clear, empathetic, and genuinely useful, email can do more than inform. It can connect, engage, and start real conversations.
This resource is here to help you do exactly that; spot the common pitfalls of pharma emails and fix them.
Watch the video above for a walk-through critique and rewrite of a real pharma email…
Then use the content below to guide your next campaign.
How should I structure my email content?
Less is more. Use detail only when they add clarity or impact, and move complex data, trial designs, bios, or agendas to the landing page (after the CTA).
Keep paragraphs short, use bullet points to emphasise key takeaways, and design for mobile: clean layout, fast-loading content, and clear CTAs.
How should I write a subject line that gets opened?
Keep it short, clear, and curiosity-driven. Avoid jargon or long phrases that get cut off on mobile.
Highlight value for the HCP by posing a question, pointing to a new strategy, or teasing a useful insight. Think eye-catching newspaper headline or scroll-stopping YouTube title.
Where possible, use personalisation tokens to help grab attention.
How do I make the email body engaging?
Lead with empathy by acknowledging the realities clinicians face. Then demonstrate expertise by offering value; data, tools, or insights they can apply immediately.
Keep copy short and scannable, and use quotes or real-world examples to add credibility. Once you’ve earned attention, you can guide them towards the next step.
How do I make the email feel authentic?
Talk to the HCP’s challenges, not your company’s agenda. Avoid robotic language and show genuine understanding of their patients and pressures.
Create opportunities for interaction, such as inviting questions in advance of a webinar or encouraging feedback on a resource. This helps the email feel like the start of a conversation.
Including direct quotes or testimonials from other HCPs also adds authority and authenticity.
How do I create compelling CTAs?
Every email needs a clear primary CTA. It should focus on what the reader gains by clicking; e.g. “Register here”, “Download the paper”, or “Access the full case study.”
You can include more than one CTA to meet different needs, but avoid clutter. If there’s a priority action, make sure it stands out and doesn’t compete with others.
How can I build urgency without being pushy?
Emails perform best when there’s a natural reason to act now.
Use genuine urgency, limited availability, live sessions, or early access. Phrasing like “Join live to engage directly with our experts” feels motivating without resorting to a hard sell.
Download Our Example Email Deconstruction PDF
