Your cheat sheet to sending better emailsPosted: May 30, 2017 - By Allison Doyle
Email marketing continues to be an important aspect of patient communications, especially in regards to patient recall and retention. In a recent survey, 77% of respondents said they prefer to receive permission-based marketing communications through email. Further, all age groups named email as their preferred source for communication. If you’re a dental or medical practice that wants to improve the way you communicate with your patients, read this cheat sheet to sending better emails.
Spend time on strategy
Top performing emails – ones that get opened and drive visits – are ones that have had some strategy applied to them. Out of all the steps that go into creating, developing, and sending an email (this includes: the creative, segmentation & targeting, strategy, email layout and processing, and reporting), strategy has the greatest effect on whether your email is ultimately successful. So even if you’re sending automated emails for things like appointment reminders and birthdays, put some thought into creating your next promotion or recall campaign.
Test and track results
Unless you’re incredibly lucky or a natural marketing genius, the first email you send won’t be the best one you could send. With each communication you send to patients, you can learn valuable insights about what your patients want, and how you can tailor your practice and communications to better engage with them. So what should you test in your emails?
- The subject line
- The message
- The layout and images
- The CTA (Call-to-Action)
- The day you send
- The time of day you send
- The landing page
- Your audience
- The sender
- Mobile layout and images
Design for mobile
In the modern, digital age, the last bullet is quite possibly one of the most important, so we wanted to split it into its own section. One of the keys to sending better emails is to design for mobile. Whatever email platform or system you choose, make sure they have considered how to optimize their emails for mobile viewing. Did you know that 75% of smartphone owners say they are highly likely to delete emails that they can’t read on their phones?
Mobile viewing isn’t a rising trend; it’s the new normal. By the end of 2013, the number of commercial emails opened on mobile devices had already surpassed the number opened on desktops. Yet there are still practices out there who aren’t using mobile-friendly layouts. Stand out from the crowd by designing and considering where and how your patients will read your emails. You can even go further with a marketing platform like Demandforce, and offer text reminders and two-way text to your patients as well, making it even easier for them to confirm and communicate with your practice.
For more information on all this and more, visit demandforce.com, or call us at (888) 272-7821.