But before you jump right into your email marketing campaign, there are a few major mistakes you should avoid. Take a look at the following “Don’ts” for every medical practice’s email marketing venture as sometimes its easier to identify issues in your marketing plan be hearing what doesn’t work, instead of the thousands of articles that state best practices.
Don’t Sell Too Much
Think of email marketing as your opportunity to reach out to your patients and interact with them, include them in your clinic’s happenings, and keep them interested in your services. By all means, include promotions and contact information so they can schedule an appointment, but don’t make that the entire context of the email. Find a balance between telling the news, offering helpful information, and promoting your clinic. These kinds of emails will be much better received and effective.
Just like with blogging, social media, and websites, content is incredibly important. The very words are what reel your readers in, convince them to schedule their next appointment, and forward your email to a friend. Skimping on the content or leaving it out altogether would be a major mistake. However, leaving images out can be a bad decision, too. Instead, include pictures that support your content.
Don’t Be Pointless
To craft a call to action that drives your email home, think about including links to the websites you want your readers to go to. If promoting your new Facebook page is your goal, have a big “Like Us” button in the email. If you want patients to schedule another appointment, have your clinic’s phone number displayed prominently. Structure your emails so they accomplish your mission without confusing or losing the interest of your readers.
Don’t Ignore The Statistics
Furthermore, you should be experimenting with the design and content of your emails. Ask your readers how the design affects them, how can you make it more organized, and what kind of information would they like to see. Catering your email campaign to people you’re trying to reel in could be the best decision you make during your marketing efforts.
Through email marketing, your medical practice can begin communicating with patients and prospects like never before. In essence, email marketing is a direct communication since just about everybody has a smartphone to their name. But there are several mistakes that should be avoided to ensure your emails aren’t spammed, unsubscribed from, or ineffective. Moving forward, you can create emails that reach right out to your patients and turn them into loyal customers.
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