Many medical practitioners and office managers send out marketing emails that receive no response. If this has happened to you, do not despair. Anyone undertaking an email marketing campaign should prepare for a few hiccups as they organize the process and learn the ropes.
While you finetune your email marketing campaign, it is normal to wonder where you are going wrong. However, by following these simple rules, you should quickly correct the course and see your campaign take off:
Build a database of contacts
An email marketing campaign is no good without a set of addresses to send it to. Medical practices should build a database of patient contact details to use when launching an email marketing campaign. Chiropractic software from Thryv helps chiropractors manage their client base and includes a customer relationship management (CRM) tool, appointment booking facilities, and automated texts or emails as reminders.
According to privacy laws, you cannot include people in an email marketing campaign without their permission. It is advisable to get patients to consent to be on your mailing list when they register and have a prompt on your website that encourages visitors to leave their contact details. Even so, make unsubscribing a simple process for those who do not wish to participate, so they cannot accuse you of invading their privacy or abusing their contact details.
Many people delete marketing emails or unsubscribe from them because they do not feel engaged. Correspondence that doles out information but does not welcome readers’ reactions or participation will not succeed. You can secure better engagement by following three simple rules.
First, ensure that your email has a distinctive voice that entertains readers. Even when someone opens an email, they will delete it within seconds if they feel it is boring. Therefore, these emails need a personal touch, sounding like they were written by a real person, not a marketing bot.
Second, target content according to readers’ interests and needs. Segment your database of subscribers into smaller groups and send messages that resonate with them. Third, make your email subject line engaging, so people will want to open it and learn more.
People do not like feeling like nameless, faceless numbers, and not personalizing your marketing emails will do precisely that. Emails that read ‘Dear Client’ or ‘Dear Sir/Madam’ are impersonal and cold, unappealing to a reader’s sense of individuality.
Automation processes allow your emails to generate the reader’s name and include it in the content. Therefore, you do not need to manage this one email at a time. Use the available technology to achieve personalization without wasting time.
Make your emails attractive
There is a balance between appearance and content that a good email marketing campaign strikes. The email should be clear, crisp, and easy to navigate, using a mixed media approach including text, pictures, infographics, and videos.
However, an attractive email alone will not be enough. Verify that the content is well-written, meaningful, and of value to its intended recipients. As a final step, ensure that the email opens efficiently and does not take ages to download, especially visuals. When this happens, the reader is likely to delete it and move on.
Optimize emails for mobile phones
The days of everyone using computers to open their emails are over. Indeed, most people manage their email accounts on smartphones. The optimization requirements are different, and you should confirm that your emails open in either format.
Many companies skip this step, and it can have disastrous repercussions. When an email is not optimized for smartphone use, the reader will struggle to navigate it. Again, they are likely to delete it without reading it.