Irrelevant Content

Educate and problem solve on topics of importance to the reader. A good example of irrelevant content is the typical “news letter” that features the company picnic, golf outing, or other announcement that is not newsworthy.  A good indication your content is not relevant is a poor “open” rate. Your email marketing services provider can provide more information on how you evaluate this.

 

Good content teaches them more about key issues of interest, like what you know about comparing treatment options for back pain.

Wrong Frequency

If you send too many emails, you burden your recipient and TRAIN them to hit the delete key without even looking at the content.  If you send too few, your audience may not understand how you can help them at the most critical times in their decision process. Depending on the purpose of the email, you can determine the appropriate frequency by testing. For example, with new patients, you may design your program to:

a) provide a new patient info pack via email,
b) spur compliance,
c) get feedback during the course of treatment, and
d) follow up with options for “what’s next” after discharge.  

 

 

You test for good frequency by monitoring open rates, click-throughs, and asking recipients what they think.

Inneffective Offers

Email marketing carries an implied social contract. In exchange for the permission given to use their email, your recipients expect you to provide things of value to THEM. Make sure you hold up your end of the bargain; in addition to the basic requirement of relevant content (your minimum obligation), in order to have long-term success, you need to provide easy access to additional resources and value added offers. Don’t just ask for business – that is of value to YOU, not your recipients.

 

 

Failure to capture email addresses on a permission basis and providing  an easy way to opt out.

The data shows that the majority of your patients use email, even the older demographics. In 2009, 56% of 65-69 year olds and  45% of 70-74 year olds use the internet.* You can “capture” email addresses in a variety of ways:

1)      Ask for the email when they book their first appointment (isn’t that a novel idea?)

2)     Provide informational packets in exchange for contact information through your website and phone receptionist (most locations are not set up to do this in an effective way).

3)      Collect emails from those  attending your presentations or at health fairs.

4)       When asking for referrals, always provide for email information when getting the referral's contact information. 

 All of these methods have a certain level of permission associated with it. Obviously, the best permission comes from their direct request to be included on your list. To achieve the best level of permission, you need to do all you can to explain how you will use the email. With a new patient, for example, when you tell them that you need their email to send appointment reminders, and then you start sending sales promotions, the recipient may not welcome that. It’s best to explain more fully that you will be including other news and special offers, and always provide an easy way to opt out with ONE CLICK.

Inneffective subject lines

Your subject line is the ad for the email – make it as compelling as possible. We all scan the subject lines before deciding to open and read on, right?