Do’s and Don’ts of Email Marketing
Email marketing is one of the best ways to stay on top of the mind of past and present patients. Email marketing can be used to share valuable information, tips, and important updates and information for patients.
But there are a few common do’s and don’ts that can impact the effectiveness of your email marketing campaigns. These are our favorite, most effective email marketing tips you should be using.
DO: Have a Catchy Subject Line
The rule “first impressions are everything” doesn’t just apply to meeting people in person. Emails are similar in that crafting an eye-catching subject line, with just enough info to draw readers in, can make a great first impression. Keep the subject line clear, succinct, and appealing to your target audience. If possible, personalize the subject line with the recipient’s name to increase the chances of opening.
DON’T: Make Your Subject Line Too Long
A subject line should give enough information to entice readers. You want to leave a little room for their imagination. If your subject line is too long, readers likely won’t even finish reading it. Additionally, it’s possible that your subject line may get cut off, ultimately leaving out important information.
DO: Write Compelling Content
You’ve got their attention and they’ve opened your email, now you need to make sure that they aren’t wasting their time. Your emails should be comprised of compelling content that informs and educates your audience. This may include anything from clinic and stuff updates to new services and exercise and stretching tips.
DON’T: Write an Essay
Your email body should be like your subject lines– clear, succinct, and interesting. Avoid writing long paragraphs about complicated or fluff subjects. If you’d like to include a longer piece in the email, simply attach a link rather than pasting it into the body of the email.
DO: Include a Call to Action
A simple call to action provides a way for customers to stay in touch with your clinic long after they’d finished reading your email. CTA (call to action) is a great way to test open and click-through rates on your emails. You can experiment with buttons or simple worded copy as a CTA. Just make sure that you’re clear and concise about what the next step is that readers should be taking. Whether that be making an appointment, downloading an e-book or checking out a blog post on your site, clear directions are the best CTAs.
DON’T: Have TOO Many Call to Actions
Your emails should direct your audience to ONE call to action. This could be to “read more” or “buy here” or “shop now. Having too many call to actions can confuse your audience and take away from your initial mission. Stay focused on what you want to call action to and where you want to direct your audience.
DO: Put a Face to The Email
Some of your email subscribers may be people who simply find value in the content that you’re putting out and may not be patients just yet. With that in mind, you want to make sure that you’re putting a face to your email. Include a staff photo or company logo in the signature of your email. This helps to make your email blasts more personal and human.
DON’T: Forget About HIPPA Rules
The rules of HIPPA and patient privacy still apply with emails. Avoid divulging any private patient information that may get you in trouble. The best way to avoid and mishaps is to focus on providing valuable content that is beneficial to your audience and doesn’t directly call out or name any of your past or present patients.
Bonus Tip: Add EcoPro Pillow covers to Your Clinic
New products and services are a great way to entice past and present patients to come in and experience something different. Highlighting your conversion to EcoPro pillow covers to save water and electricity is a great example that also saves your clinic time and money. Order yours today and send out an email blast highlighting your new efforts to go green at your clinic with EcoPro!