It's amazing that email marketing has been around for more than 40 years. Better yet it has proven to be a reliable method for building relationships with targeted audiences (namely, your ideal patients!).
As marketing trends constantly evolve, email marketing is a dependable and profitable method to invest your marketing efforts. If you’re looking to establish more meaningful connections with your patients, gain more traction with your practice, and see significant growth in ROI, starting an email marketing campaign is likely the right answer.
Need some proof? Here are a few reasons why it’s worth exploring the benefits email marketing offers:
1. Directly Reach Your Ideal and Current Patients
Believe it or not, email has a larger reach than your social channels. When you register for websites and social media accounts, you use your email as a login and a point of communication between you and that account. Email is the source that links the connections between subscribers and the majority of the online world.
While there are 1 billion users on social media, according to Radicati, the total number of worldwide email accounts was 3.9 billion in 2013 and is expected to reach 4.9 billion by the end of 2017. These statistics verify that email is one of the most relevant and reliable means of communication with patients.
Here are two of our favorite benefits of using email to reach your patients:
Directly reach your audience and build trust: Email offers a more direct interface to connect with patients, which increases the impact of the content. Instead of addressing a larger audience altogether like social media, email allows you to exclusively present content to one patient at a time. This marketing technique helps to drive messages that will provide potential patients with the specific information they’re looking for, ultimately building their trust and creating a positive representation of your practice.
Reach more people: According to Campaign Monitor, ”If you post a Facebook update to your 10,000 fans, only about 200 of them will even have a chance of seeing it in their newsfeed. If you send an email campaign to 10,000 subscribers, at least 9,000 of them would receive it in their inbox.” This means your message is 45 times more likely to be seen using email than Facebook!
Some of you may be thinking, “I don’t want to flood patients with emails – that seems “spammy.” Good news: there are a lot of rules and regulations in place to prevent spamming. If a patient signs up for your email newsletter, it’s because they WANT to know more about what you have to offer. The key is that you respect their interest and you deliver value instead of constant sales pitches!
2. It’s Affordable and Relatively Easy
Email marketing is appealing to many practices because you don’t have to pay high-end advertising fees to reach your audience. While there may be a nominal fee depending on your list size and preferred email marketing platform, the fees are quite reasonable.
The only other things you need to invest in when creating an email marketing campaign are time and effort! Setting aside the time to write engaging messages and valuable, information-packed content is one of your best investments when creating an email campaign. Think about your patients as you write your content; why should they choose your practice and how can you give them solutions that no other practice can? If you need help with strategizing or crafting your content, consider hiring a copywriter.
While it’s no secret that we love social media around here, it isn’t a one-size-fits-all solution. Social media is also affordable and easy, but constantly evolving social media algorithms make it difficult to target specific groups and ensure your audience sees your posts. Email, however, presents an open platform of communication that utilizes a straightforward process and isn’t restricted by any other entity. You control your list of subscribers, decide which subscribers receive which content, and choose how often these messages are sent.
3. Email Drives Conversions and has a Higher ROI
Email is the most effective channel to drive ROI in the realm of marketing. Why? According to Campaign Monitor, “For every $1 spent, email marketing generates $38 in ROI.” That’s a 3,800% return on investment. If that’s not worth it, we don’t know what is!
The key to having a positive ROI is to be consistent in providing valuable and relevant information and solutions to your patients. Remember, your patients want to know how you can meet their plastic surgery needs and why your practice is different. They probably have questions about what to expect with certain procedures and even what options they have to select from. As you learn the preferences of your subscribers, you can cater your content to their needs.
4. Track Patients Engagement and Interests
Using sites that track your patient conversions like Hubspot can be helpful as it allows you to pull more information from subscribers, personalize emails, and provide patients with the intriguing information they’re already craving. Based on the statistics of the kinds of content your patients are interested in, you can tweak future emails for better performance.
Personalizing email campaigns and serving relevant content to your subscribers has never been easier. Successful personalization strategies have three components:
- Email marketers need an efficient way to group customers by demographic information, purchase history, and browsing activity. From this information, it’s possible to tailor email messaging to specific groups. As cohorts grow larger, you can make your segments more granular.
2. Dynamic content
- 74% of online consumers get frustrated with websites when content (e.g. offers, ads, and promotions) appear to have nothing to do with their interests 5. Marketing content needs to adapt to individual customers’ precise interests. You can’t just send email blasts with one-size-fits-all messages. That’s why 75% of enterprises will be investing in personalized messaging in 2015 6.
3. Email automation
- As businesses grow, it becomes increasingly difficult to give one-to-one attention to each customer. With email automation, marketers can easily create workflows to send personalized, timely, relevant emails to customers at the right time. In the DIY revolution, modern email platforms enable marketers to do this on their own with just a couple clicks.
As patients' interests change or become more specific, you can craft your content to fit their needs and deliver the information they’re seeking. For example, send a newsletter with a summary of “3 Benefits of Juvaderm” to a patient with this interest, or direct someone in need of a dermatologist to an article about helpful skin care tips.
If you consistently provide your patients with the information they’re seeking, they will view your practice as a dependable resource where they can find solutions and ultimately, where they can go for their treatment.
While social media conveys messages through newsfeeds to larger audiences, email marketing allows you to personalize the experience by speaking directly to your patients. You can take advantage of personalization through several applications:
Address patients by name: A person’s name is the most important connection to their identity and individuality. Addressing patients by their name in newsletters creates a positive connection between patients and your practice, increasing the chance that they will trust you to be their plastic surgery practice.
Reward subscribers for signing up and being a part of your email campaign: Whether it’s providing them with content like a value-packed infographic or an exclusive video, your patients want to feel appreciated. Sending a simple “Welcome to our community” or “Thank you” email can go a long way!
Make it clickable: As you provide value in your email content, add clickable elements such as links to your website homepage, social pages, or relevant articles that give patients additional sources of information. This will leave patients feeling appreciated and with a better understanding of what their experience with your practice might be like.
Email marketing can be a great tool for providing your patients with valuable content while creating and maintaining meaningful connections. The key is to be strategic, have a focused goal, and deliver the information your patients are looking for on a consistent basis!
Ready to take advantage of the powerful strategy of email marketing? Contact Outlet Creative Group today!