For one thing, emails are much easier to share with others by forwarding or sharing on social media.
Here is an interesting statistic for you to consider; “mobile devices drive 66% of email opens“ . Wow, who do you know that owns a mobile device? or a better question would be; who doesn’t own a mobile device?
I’ll bet most of you are reading this post on a mobile phone or tablet.
That one statistic alone should be enough to move email marketing into to a higher position on your marketing planner.
Here’s what I think drives chiropractors away from using email to attract more patients;
- Don’t think they have the time
- Don’t have the right platforms set up to capture email addresses
- Lack of marketing materials
- Assumes email marketing doesn’t work
- Don’t want to annoy people
Mobile devices will not be leaving us anytime soon and with more and more people using their mobile devices for work, play and interact with others, maybe it’s worth your time to take a second look at setting up some type of marketing with email.
Planning is important. Set aside some time to map it out.
Frequency is important to consider. Should you do once a week, bi weekly or once a month? If you think of emailing like watering plants, too much water, root rot. Not enough water, plants will wilt, wither and die. Moderation and fresh content are important factors. For example; if the extent of your email campaign is a newsletter, then once a month is a perfect fit. You can always add a few more emails throughout the month with an occasional health or exercise tip and of course to keep current patients up to date on holiday closings and promotions.
Subject matter needs to be thought out. Newsletters packed with chiropractic health and wellness tips, nutrition, fitness and healthy life style choices are perfect for email marketing. If you are using chiropractic ads in your marketing, these can also be used in emails. It’s also great if you have a way for your contacts to share your monthly newsletters with their contacts or share on their social media choice.
Special offers or referral opportunities are great for email marketing
Great eye catching photos should be part of your plan. Attractive and eye catching stock photos that reflect the perks of chiropractic are inexpensive and great for setting up the opportunity to have your readers share the photos on Pinterest, Twitter, Google+ or Facebook. Once you purchase your photos you should watermark the photos with your practice name or better yet your chiropractic website address.
Providing an option to unsubscribe is a must. You will have people who won’t want to receive your emails anymore, too many emails stress people out, unfortunately they may choose to let you go when they feel overwhelmed by a full inbox. Try to find a email company that offers subscription options, such as a once a month newsletter, but maybe stop all other notifications from your office.
Avoid Making These Common Email Marketing Mistakes
Maybe you have already set up your practice marketing to include emails. Here are some issues that should be avoided;
Emailing more than more than once a week. I’ve been on the receiving end of companies that send daily emails, sometimes multiple emails in one day, it’s a drag. If you have appointment reminders, birthday wishes, thank you notes and reactivation notices set up to go out as emails, you risk making people cranky.
Leaving your recipient list open for others to see. Huge no-no. The last thing you want to do is violate a persons email privacy. All recipient lists should be invisible to other readers. This will be avoided when you use an autoresponder company like easyemailer.com. Plus it is so much easier for your staff to create an email campaign then hit the send button and your message is safely sent out, and you have analytics to track how many emails are seen, read and if there are links in the email, you can track how many clicks went through.
Overuse of all mobile devices. Use one form of communication, email, sms or phone for appointment reminders, birthday’s and reactivation notices. I knew someone who’s dentist office over stepped the limits of communicating with his patients. There were four people in the family seeing the one dentist, therefore multiple emails, text messages and phone calls for each family member were sent out, several times. Needless to say they no longer see that dentist, for this and other reasons, but the dentist didn’t remove their names from their lists, so from time to time they still get messages. That is known as communication overkill and it’s deadly for your contact list.