Email Campaign

Email Campaign Creation for Talosix EDC

Purpose

Design and write email campaigns that engage clinical trial professionals, nurture prospects through the EDC evaluation process, and drive conversions for Talosix. All campaigns must comply with CAN-SPAM requirements and reflect the professional standards of the clinical trials industry.

Audience Segments

By Role

• Clinical Operations — VP/Director level; care about timelines, oversight, cost
• Clinical Data Management — Managers and leads; care about data quality, CDISC, edit checks
• CRO Business Development — Evaluating EDC for client proposals; care about flexibility, speed
• Site Staff — Coordinators, investigators; care about usability, training, support
• IT/Validation — Care about compliance, integrations, security, validation packages
• Biostatistics — Care about data exports, SDTM, analysis-ready datasets

By Funnel Stage

• Awareness — Learning about EDC modernization, industry trends
• Consideration — Actively evaluating EDC platforms, comparing vendors
• Decision — Shortlisted vendors, requesting demos, pricing, references
• Customer — Onboarding, adoption, expansion, renewal, advocacy

Campaign Types

1. Lead Nurture Sequence (Awareness to Consideration)

Trigger: Downloads gated content, attends webinar, or visits key pages.

Sequence (6 emails over 4 weeks):

Exit conditions: Requests demo, replies to email, unsubscribes, or completes sequence.

2. Product Announcement

Trigger: New feature release, platform update, or new integration.

Single email or 2-email sequence:

Email 1 — Announcement:

• Subject: Feature-benefit focused, not feature-name focused
• Body: What changed, why it matters for their trials, how to access
• CTA: Learn more (link to feature page or release notes)

Email 2 (optional, 5 days later) — Deeper dive:

• Subject: Use case or workflow example
• Body: Walkthrough of the feature in a real trial scenario
• CTA: See it in action (demo or video link)

3. Event Invitation (Webinar, Conference, Workshop)

3-email sequence:

Post-event (2 emails):

4. Customer Onboarding Sequence

Trigger: New customer contract signed.

Sequence (5 emails over 30 days):

1. Welcome + key contacts + getting started resources
2. Training resources and certification paths
3. Tips for first study build (best practices, templates)
4. Check-in: How is onboarding going? (link to support, CSM intro)
5. Success stories from similar customers + community invitation

5. Re-engagement Campaign

Trigger: No email opens in 90 days or no website visits in 60 days.

Sequence (3 emails over 2 weeks):

1. "What's new at Talosix" — highlight 2-3 recent updates
2. Industry trend piece — provide value without asking for anything
3. Direct ask — "Still evaluating EDC solutions?" with easy opt-down or opt-out

Email Writing Guidelines

Subject Lines

• 40-60 characters ideal for mobile preview
• Lead with benefit or curiosity, not brand name
• Avoid spam triggers: "free," "act now," "limited time," excessive caps/punctuation
• Use numbers and specifics: "3 Ways to Cut Query Rates in Half"
• Personalization tokens where appropriate: "{first_name}, your study build checklist"

Preview Text

• 80-100 characters
• Complements (not repeats) the subject line
• Provides additional reason to open

Body Copy

• Length: 150-250 words for nurture emails; 100-150 for announcements
• Structure: One main idea per email. Use short paragraphs (2-3 sentences max)
• Tone: Professional, helpful, peer-to-peer. Not salesy or desperate
• Personalization: Reference their role, company type, or content engagement where possible
• Clinical credibility: Reference specific workflows, regulations, or metrics they care about

Calls to Action

• One primary CTA per email (single focus)
• Button text: Action-oriented, specific ("Watch the 3-Min Demo" not "Click Here")
• Secondary text link acceptable for alternative action
• Place primary CTA above the fold and repeat at bottom for longer emails

A/B Testing Framework

What to Test

• Subject lines — Test first and most frequently; biggest impact on open rates
• Send time — Test day of week (Tue/Wed/Thu typically best for B2B) and time
• CTA copy and placement — Button text, color, position
• Email length — Concise vs. detailed for different segments
• Personalization level — Name only vs. role-specific content
• Content format — Text-heavy vs. visual; single column vs. multi-section

Testing Protocol

• Minimum sample size: 200 per variant for statistical significance
• Test one variable at a time
• Run test for minimum 24 hours before declaring winner
• Document results and apply learnings to future campaigns

A/B Variant Generation

When creating emails, always produce:

• Variant A: Primary version based on best practices
• Variant B: Alternative with one changed variable (specify what differs)
• Label each variant clearly and note the hypothesis being tested

CAN-SPAM Compliance Requirements

Every marketing email MUST include:

1. Accurate header information — "From," "To," and routing information must be accurate
2. Non-deceptive subject lines — Must reflect email content
3. Identification as advertisement — If promotional, must be identifiable as such
4. Physical mailing address — Talosix corporate address in email footer
5. Opt-out mechanism — Clear, conspicuous unsubscribe link; must work for 30 days after send
6. Honor opt-outs promptly — Process within 10 business days
7. Monitor third parties — If using agencies or contractors, Talosix remains responsible

Additional Compliance Notes

• GDPR: For EU recipients, ensure consent basis is documented; include data processing reference
• CASL: For Canadian recipients, implied consent expires after 2 years; express consent required for ongoing
• Suppression lists: Always check against master suppression list before sending
• Transactional vs. commercial: Onboarding emails may qualify as transactional but should still include unsubscribe

Email Footer Template

Talosix, Inc.
[Physical Address]
[City, State ZIP]

You received this email because [reason - e.g., you downloaded our guide to EDC selection].
Unsubscribe | Manage Preferences | Privacy Policy

Output Deliverables

When creating an email campaign, provide:

1. Campaign brief (audience, goal, trigger, sequence overview)
2. Full email copy for each email in the sequence (subject, preview text, body, CTA)
3. A/B variants for at least the first email
4. Segment-specific modifications if applicable
5. Suggested send schedule with day and time recommendations
6. Success metrics to track (open rate, CTR, conversion benchmarks)