Email is the most cost-effective form of communication for businesses today. With almost everyone on the internet, it’s so easy to reach them through email marketing. In oTo do this, an email marketing strategy is essential, and this blog post will provide you with some tips on what you should keep in mind when building your email campaign!
The Importance of Building a Strategy
An optimal email marketing strategy results in a return on investment. For every dollar spent on good email marketing, you’ll get a whopping $36 ROI! Another reason healthcare businesses invest in email marketing is to scale. Simply put, one email could reach thousands of subscribers in the quickest way possible without compromising the thought of sending them personalized content to keep them engaged. The key is to keep those subscribers interested and nurtured throughout your email campaign.
Segmentation can help you get to know your email subscribers. You can see this inside your email marketing platform (I use Flodesk) as tags or segments. Utilizing email segmentation enables you to create a list of your subset audience to ensure that you are reaching the RIGHT people and sending them relevant content. Simply put, what’s the purpose of your emails if no one’s reading them because the email doesn’t resonate with the readers? Email segmentation is essential when creating a buyer’s journey or determining your next steps based on their behavior.
For example, you may have just ran a recent webinar and have those new people as part of your email list. You wouldn’t want to market a new webinar that’s coming if they already attended your first webinar. Instead, it’s time to nurture those readers by educating and entertaining them before they want to buy.
If you have a content strategy in place, email can help you bring traffic to your website. Since we live in a fast-paced and caffeinated entrepreneurial world, revisiting a healthcare website to check if there’s something new on your products or services is an additional workload for some people. This is where the importance of popping up in their inbox comes in. Your email could remind them if you have trending news to share, a newly published blog post about an FDA-approved medicine for their disease, or an upcoming webinar you want them to join in.
Maximizing these values takes learning, so if you want to try out the benefits of a great email campaign to your healthcare business, let’s jump into the following steps – designing and writing emails that ACTUALLY convert!
Tips for Writing Emails That Convert
Why is it easy for some businesses to turn their email readers into buyers while others are struggling? How do you create the first impression that truly lasts until your subscriber becomes a loyal customer?
Make sure you are not missing out on any of these tips!
1. Write a compelling subject line.
We agree that visuals and lovely graphics can entice people to read your message, but of course, the first thing that will capture their attention and keep them curious is the subject line of your email.
2. Align your messaging with your audience’s unique needs
It is easy to ignore an abstract message because it will send your emails to junk or spam. Aside from the help of pretty visuals, you also have to ensure that your emails contain engaging and informative content. Use emails as your opportunity to gain their trust, introduce your knowledge about your practice, or how they can benefit from your offers. Make it clear and comprehensive without sounding too salesy or desperate to gain sales right at the time you pop up into your readers’ inbox.
Pro tip: put yourself into your subscriber’s shoes and imagine getting a lot of emails in a day. You don’t want to waste your time reading content that is not useful or doesn’t resonate with you, do you?
3. Utilize an email sequence
We couldn’t take the power of the email sequence for granted. Writing emails with powerful messaging and putting them on email series can help you build your audience’s trust. From welcoming a new subscriber to sending an abandoned cart follow-up email and re-engaging with a past customer, an email sequence can be useful in customer retention and increasing profitability.
4. Don’t forget to include a call-to-action
Do you want to promote a new medical product?
Do you want to follow up on an abandoned cart?
Are you looking to create brand awareness?
Do you want patients to book an appointment with you?
Do you want to educate your patient about possible solutions or remedies to their disease?
Are you inviting people to a free medical mission that your healthcare company is hosting?
If you know your goals right at the time you decide to add email marketing to your business strategy, your creative juices will just keep flowing as you end your email with a call-to-action.
Best Practices for Designing an Email Template
Designing an email alone could be stressful if you are not inclined to tech tools or coding. But say goodbye to this stuff and thanks to Flodesk for helping us save time in designing our emails! It has thousands of templates that you can customize to match your branding while still maintaining how it looks good even when viewed on different devices.
If you’d like to start your email from scratch, make sure that your design still aligns with your brand voice and personality. This is to make sure that your healthcare company sticks to the mind of your patients.
When it comes to length, keep in mind that your content should be digestible and easy to understand. If possible, use a white background or pastel colors so the entire look of the email does not overpower the message you are trying to relay.
Examples of successful campaigns
Need some inspiration for creating your next email strategy? These email marketing campaigns are definitely worth checking out!
The Mayo Clinic – we’re really looking forward to reading their emails regularly because they’re sharing relevant and up-to-date healthcare news and tips and their content features storytelling, which for us, is what makes their campaign engaging.
Fullscript – we love the clean layout of their email, making their content inviting to read. The way they approach their message is comprehensible without using a lot of overwhelming graphics or large fonts.
Healthline – for content jam-packed with information, it is another email newsletter you shouldn’t miss subscribing to if you’re looking to learn more health and fitness tips!
Lady Lake Smiles – for an infographic-style email newsletter, this dentist’s office captures our attention. They use different call-to-actions in just one email yet could make the message clear by categorizing each of the information they want to share.
How to measure the success of your campaign
So, how do you know if your email strategy is generating good traction? Measuring your email campaign regularly will help you determine what’s working and what’s not.
Consider these metrics when identifying the efficacy of your strategy.
The open rate will help you determine the percentage of subscribers who open your email. The measurement of open rate also has something to do with how enticing your email subject line is, as we mentioned earlier.
The Click-through rate measures the percentage of your email subscribers who click the links that you add to the body of your email or call-to-actions.
Email marketing is not all about winning people to become your subscribers all the time. You also have to focus on how many of them unsubscribe to your emails. This will help you determine whether you are writing a compelling message, crafting useful content, or you are annoying people with too-frequent emails. Email marketing tools like MailChimp leads the recipients to a short questionnaire asking why they unsubscribed. Use the answers they provided for you to make adjustments.
A conversion rate determines the percentage of people who completed the entire action, specifically turning them into paying customers or website visitors that lead to traffic and conversion.
Bounces don’t only happen when the recipient blocked the sender. It also usually occurs if you are sending an email to an overloaded inbox, non-existent email address, or the recipient has set a vacation responder.
We’ve mentioned the return of investment earlier and this could be one of the most exciting and motivating parts of crafting an email marketing strategy. To make the computation less complicated, simply calculate how much money you have invested in your email campaign and how much sales it generates for you.
Having hundreds of subscribers doesn’t mean that it’s enough for you to stop pursuing your email strategy. Of course, you must continue growing your list rather than allowing your campaign to die and generate unsubscribes.
If you’re ready to put these tips into action, our team of healthcare professionals got your back! Not only will we implement what’s working now when it comes to email marketing, but we’ll also build your list targeting the right people to your practice. Now, you can sleep with peace of mind knowing that your emails will take the work for you! Simply fill out this form to get in touch!
About the Author
Janine Kelbach RNC-OB
Janine is a Registered Nurse since 2006, specializing in labor and delivery. She still works at the bedside, as needed. She built Write RN back in 2015 when she started as a freelance writer.
Over the years, and many clients later, she studied marketing, grew her marketing skills, her portfolio (over 200+ pieces), and her business to the agency it is today.
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