Does email marketing still work?
The short answer… YES!
prefer a doctor's office that provides email communications
adults rely on email for immediate communication
Why email marketing?
Email marketing is a cost-effective tool to reach your intended audience. The healthcare industry sees an average email open rate of 23.46% and an impressive click-through rate of 3.62%! Don’t let the small numbers fool you… these are outstanding numbers. When executed strategically, email marketing campaigns provide you the space to be in front of your patients, clients, and connections.
Email communication is deal because the reader has requested the information from you – meaning they WANT to be receiving information from you – and provides you with the prime opportunity to share valuable information regarding your practice, your industry, and important information like promotions, sales or the addition of new services. It’s another avenue to establish yourself as the expert in your field. Readers won’t miss urgent news or relevant updates.
When done properly, email marketing is an incredible valuable method for medical practices to connect with their patients which increases your relationship with the reader and keeps you top-of-mind. These patients are more likely to visit you on a regular basis, go to you first for treatments they need, and refer you to friends and family – all leading to a healthy status of your medical practice.
It all starts with a good list. A solid email list is key and takes time to build and Social Jargn is here to help you grow your existing email list or start your first email marketing campaign! A word of caution – NEVER, NEVER, NEVER purchase an email list. Most email programs will flag your message as spam or worse, the email platform you use won’t even allow you to send it. Emails should be collected by patients enrolling in your email marketing distribution list through an online form on your website, embedded on social media, or by sharing an enrollment link to the sign-up form. Manually entering email lists is a red-flag and can trigger your email account to be locked up. Hiring professional help comes with the benefits of decreased liability concerns. Social Jargn helps you remain in compliance to marketing and governmental regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
Use an email sending platform instead of your work email. There are several solutions available to use, but we are an official Constant Contact Partner and find their tools to be simple and easy to use. This is the platform we use for clients when managing their email campaigns. There is a small monthly fee, but the benefits truly outweigh the cost. We would be happy to help you choose a solution, and if you need one-time help or are interested in having your email marketing done for you, you can email us to discuss details.
Identify your goal(s) for your email marketing as a starting point for a strategy. This will help you determine the number of emails you would like to send out and at what frequency. This is determined by the overall objectives and length of your campaign. For example, a short-term, laser-focused promotion will support a higher send frequency versus a big-picture campaign where the time between emails is more acceptable.
A good goal for those who are just starting their email marketing would be a quarterly publication, then increasing the frequency as the email list continues to grow. Those with an email list already curated may want a more aggressive campaign that is monthly or even bi-monthly. Be sure to keep your overall marketing plan and long-term goals in mind.
Regardless of your sending frequency, it is important to be consistent. This is where an editorial calendar comes into play. Knowing what else your other marketing is doing is key – it will help you with email timing as well as the content to include in your email marketing.
The content within the email should be relevant, timely, and accurate. Misinformation plants the seed of distrust and will lead to unsubscribes. Irrelevant information will stop the receiver from opening it or worse, leave your list completely. A good rule of thumb is to have a mix of informational content as well as entertaining, yet still on-topic, information. The balance keeps readers engaged and looking forward to the next email.
For example, as Summer approaches a pediatric office may want to share seasonal information such as the importance of sun safety, mosquito repellant, and immunizations while also including ideas for road trips or family vacations. If possible, highlighting a provider, family (with prior permission), or community project is another way to connect and personalize an email.
Still unsure about email marketing? We can answer your questions!
Check out my blog for articles on all things digital and marketing!