Think email marketing isn’t an effective way to connect with patients? Think again. The number of active email accounts worldwide has soared from 4.1 billion in 2014 to an expected 5.6 billion by the end of 2020, according to Furthermore, consumers spend an average of 2.5 hours checking their personal email each day !
When properly executed, email is a valuable strategy to get traffic and customers to your business .Read on for 5 top healthcare email marketing best practices so you can effectively reach patients.
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Say no to spam
On average, 24.16 percent of emails are delivered to spam folders on a monthly basis, according to a survey conducted by Every Action.com. Unfortunately, your healthcare marketing emails can land in spam folders, even if patients signed up to receive them.
However there are ways to bypass the spam filter/folder:-
* Avoiding spam words like “ 100% free,” “best price,” “promise,” and “save”, “Mega discount “ etc
* Build your own email list instead of working with an outside party.
* Properly authenticating your emails, so inbox providers know you’re legitimate.
* Clean up your email list on a regular basis because ignored emails lower your engagement rate with genuine email senders / replies etc .
* Including a double opt-in because patients who want to be subscribed will boost your engagement and delivery rates.
* Creating a preference center, where patients can decide what type of content they want to receive from you and how often.
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Write an engaging subject line
The number of emails sent per day is expected to rise from 269 billion in 2017 to 347.3 billion in 2023, as per analyst’s prediction. Clearly, your patients’ inboxes are filled with emails, so your subject line needs to stand out and speak to them .
Hire a good content writer and work on the words!
Keep it short and powerful!
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Hit the right frequency
The most preferred mode by far, 50 percent of people prefer to communicate with brands by email, according to the Adobe survey. However, 45 percent said sending emails too often is the number one reason they unsubscribe from mailing lists.
You don’t want to overload inboxes, but reaching out too infrequently can also hurt your cause. There isn’t a one-size-fits-all formula, but once a month seems a good reminder !
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Use segmenting
More than one-quarter of people (27 percent) want emails personalized to their interests, according to the Adobe survey. Every email campaign you create won’t apply to every patient on your list, so use segmenting to tailor messages to the correct audience.
For example, a dentist might send emails that include a discount on teeth whitening to patients who have already used these services . The dentist would look for young , marriageable age patients looking for the perfect smile or those subscribing for smile perfect packages!
Keeping patients informed on topics they’re interested in will boost your engagement rates.
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Create different types of E-mail marketing campaigns
Email marketing can take many different forms. An email campaign can provide educational messaging (i.e. summer skincare tips), promotional messaging (i.e. six sessions for the price of five)or a seasons greetings message ( Happy Diwali etc) or be in the form of a monthly newsletter.
Serving up different types of content will engage and inform patients, keeping them interested in your emails and help you take your practice to a whole new level !
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