Are you using email yet in your chiropractic marketing plan?
As a special blog post today, I’ve included the introduction page of ChiroMarketing Academy‘s Lesson 2. In this lesson, we cover how to use email to market your practice for new and existing patients.
“Today, I’m going to show you how to use email to convert more of your website visitors to new patients.
Most chiropractors do not consider email to be a very effective form of marketing. But I’m
here to tell you that nothing could be further from the truth!
In fact, email marketing is so important, I chose to start ChiroMarketing Academy with it.
Let’s look at why this is…
Web research indicates only 1-3% of people will buy (the conversion) the first time they
see a well written website. For “main” websites that have more graphics than content and
tons of menu options, the conversion is less than .5%.
It’s these numbers that make email so important. By simply capturing the visitors name
and email, these conversions can rise to 5-10%, sometimes even higher.
This is especially important when you have paid to get your visitor to the website. Whether
you used pay-per-click ads or an offline method of generating traffic, you don’t want to
pay all that money just to have someone visit your website once and leave.
It can be argued that having email in your marketing plan is actually more important than
having a website. Let’s look at why this is…
1) While not every person online surfs the internet, almost everyone has and uses
email. This important fact will become very helpful in later lessons, when I’ll show
you how to use email with blogs to educate current patients and help new patients
“stick”.
2) In today’s over-hyped and over-marketed world, email builds customer
relationships. Every day our patients are bombarded with marketing messages on
the radio, TV, from hospitals, direct mail and more. To convince people to choose
you above everything and everyone else, you must give them a chance to like and
trust you. And no matter how many bells and whistles you have on your website,
you cannot build a relationship with that prospect or patient in just one visit. Even if
your website gets a small amount of traffic, you can convert more of it to new
patients simply by adding email follow-up.
3) While it’s true that your website makes the “front-end” sale, it’s the email follow-up
that provides continued education and builds the lifetime value of the patient.
As you can see, you just gotta use email when marketing your practice online.
Let’s talk about how to get your emails read and keep them out of the spam folder.
The most important element in writing an email is the subject line. The subject line is the
headline for your email and if it’s is boring and ineffective, no ones going to even open it.
It only takes half a second for someone to hit delete on your email, or even worse hit the
dreaded spam button, forever affecting your ability to get email through.”
That’s all I could give today (otherwise paying members would hang me!). The rest of the lesson covers…
-words you should never use in your email (or it will end up in the spam box)
-how to write an irresistible headline
-a copy of my email to new patients that you can use as a template
-a 22 minute video showing you exactly how to setup your email marketing software (it’s only $19 per month)
To learn more about ChiroMarketing Academy, Click Here.
December 1, 2008 at 1:15 pm
Companies seem to ignore the single largest online branding/advertising venue available: their own regular external emails. Why not use these emails to market the senders company?
You have a website.
You send emails.
Why not multiply your sales-staff by “wrapping” the regular email in an interactive letterhead?
No other marketing or advertising medium is as targeted as an email between people that know each other (as opposed to mass emails). These emails are always read and typically kept.
December 2, 2008 at 4:43 am
Thank you for the post. I agree that email is a powerful way to build relationship with the website visitors. There is nothing wrong with placing a signup form somewhere on the website and let people subscribe if they find your website interesting. As far as the subscribers list is growing, one can start emailing to the list. In general, a successful email marketing campaign consists of 3 elements: opt-in list of subscribers, good email newsletter including an opt-out link and a good program to manage bounces and unsubscribe requests.