Anyone who has wrangled an inbox after vacation will not be surprised to learn that an estimated 347 billion emails are sent and received every day, according to Statista. As a marketing tool, email carries its weight with almost $11 billion in revenue projected this year.
What’s more, email marketing boasts an ROI of $38 for each dollar spent. For dentists, these numbers can be very attractive when targeting new patients and retaining current ones.
Let’s look at eight top tips for making email marketing work for you.
1. Create a Quality Email List
Most dental practices collect email addresses from new patients to use for reminders and billing info, but it’s important to capitalize on that. You can also provide a sign-up form on the website to encourage current and prospective patients to join the list.
2. Segment Your Mailing List
Segmenting your quality email list into different recipient groups is an effective strategy for targeted email campaigns. By dividing the addresses within your chosen email platform (Mailchimp, Constant Contact, for example), you can tailor your messages according to categories like new patients, prospects, sedation patients, etc. and further increase engagement.
3. Write a Superb Subject Line
The subject line is your first impression which can tip the recipient to either open or delete the email. It should be clear, concise, and attention-grabbing – and according to Mailchimp, no more than 60 characters long. Make sure it accurately reflects the content of the email and avoid all caps or excessive punctuation.
A great way to gauge successful subject lines is to send different ones to different lists and evaluate open rates.
4. Offer Valuable Content
Whether you send subscribers a monthly newsletter or simply occasional updates on new products or special offers, avoid your email from being ignored by providing the valuable information they want and need. A few content ideas include:
- Office news such as new hires, awards, or a change in hours
- Oral healthcare tips and advice
- New technology, services, or products
- Dental trivia or quizzes with follow-up answers in a later email
- A call to action: request readers to call, make an appointment, or write a review
5. Make it Mobile-Friendly
Statistics have shown that at least 50% of all emails are opened on mobile devices, and that number will only continue to rise. Therefore, it’s crucial to optimize your email for mobile viewing with a responsive design. This is also where a brief, informative subject line is important.
6. Coordinate Your Campaigns
A strong marketing strategy always ties in different elements and email is no different. For instance, coordinate your email about a new service with a special offer via direct mail postcard. Be sure to include links within the emails to your website and any social media accounts.
7. Targeting Tools
By using email IP display ads, you can target potential new patients with digital ads that encourage them to call or visit your website. Another proactive use for this tool is to reactivate past patients using the email address of those who haven’t been to the office in a while.
8. Test and Measure Results
Of course, the best way to determine if your email marketing is effective is to regularly test campaigns and analyze the results. Review your bounce rate and adjust if necessary by deleting invalid addresses or correcting and updating.
By following these top tips for email marketing, dentists can engage with their patients, build their practice’s reputation, and increase customer loyalty.
At RAMP, The Dentist’s Marketing Company, we know the value of successful email marketing as well as other numerous other marketing solutions. Contact us today for a free consultation!