Tips on Email Marketing
Are you doing email marketing? If not why not?
Whether it be including special offers in appointment reminders or sending monthly newsletters, carrying out email marketing provides you with another means of promoting the services at your practice.
How do you carry out effective email marketing?
Firstly, it starts with collecting emails. I’m sure that your practice already does this but it is an important step to achieving the most out of your email marketing campaigns.
Next, you need to decide how you are going to send your emails. Whilst it might be easy to use Outlook for your email marketing campaigns it may not provide you with the metrics to track the performance of your campaigns. Using an email service such as MailChimp allows you to have much more of an understanding of what is working for your practice and what types of campaigns to use in the future.
So what do you include in your emails to make them as engaging as possible:
- Use a personal tone in your emails
- Interact with your patients – ask for feedback, send discounts or simply say thanks for their custom (adding a tailored offer for them will also make them feel even more appreciated!)
- Make announcements – have you added a new treatment at the practice that might interest your patients? Are there changes happening at the practice? Let your patients know as this will help you build a relationship with them.
- Share useful information – sending your patients a newsletter once a month with advice and the latest dental news will not only help them keep informed but can help increase the trust in your practice as you build your reputation as the most important source for dental information.
Now that you have your email campaign set up and ready to be sent is that the end? Well no!
The next step is to measure the performance of the campaign. The most important metrics you would want to keep your eye on are:
- Open rate – “the percentage number of patients that open your email”. The three most crucial elements that are likely to affect your open rate are: your subject line, your first line of text and your “from” line.
- Click through rate (CTR) – this metric helps measure the engagement from your emails and allows you to test different calls-to-action to find out what performs best.
- Bounce rate – there are two types of bounce – soft and hard. A soft bounce is a temporary issue with the email address and a hard bounce is the result of an invalid email address.
- Unsubscribe rate – this metric is important to track as it can give you an indication that the content in your emails is not of interest to your patients.
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