Whether they take the form of newsletters, event announcements, or even clinic updates, marketing emails are made from a strategic combination of text and images. They should be concise, well-designed, clearly written, and should function (in both appearance and functionality) on all types of devices.
All private practices should be using email as a tool (weekly or monthly) to keep their clinics top of mind with past and potential clients. Marketing newsletter do this by providing readers with updates, information and news related clinic changes, programing, staffing, events, new products or services, and general health information.
But there’s a discernible difference between having a regular email campaign and ensuring your campaign is most effective. Your email is battling for space on your consumer’s proverbial inbox “shelf,” so it needs to stand out.
Below are a few simple tips for cleaning up your existing email design or, if you aren’t current sending email updates, beginning a new campaign:
Be known for quality and brevity.
This will keep readers opening up the emails you send. If they know they won’t have to slog through a 2,000-word essay in order to get the gist of your message(s), readers will be more receptive to your emails. It’s human nature.
Knowing this, pique the readers’ interests in your email, then send them to your website for the full story. Getting more web traffic is really the point, anyway. With this in mind, if you are pushing out news that readers can find elsewhere, try posting a fresh spin on the topic on your blog, then point readers to that.
Add more links.
There is a fine balance between too few and too many links. Too few is zero to one link. Too many depends on the length of your email. You don’t want it looking like a Wikipedia article, but you want several links to your website or social media accounts sprinkled throughout the email.
The problem with image links.
Email apps (like Gmail and Outlook) may block images – something to keep in mind when utilizing images as links. If the goal of your email is to send readers to your website, don’t leave it to chance by making an image your only link in that direction.
I know “Click Here” buttons are attention-grabbers, but often they are blocked, leaving your reader with a blank spot that would have taken them to buy something or join an event. See my next tip for a better strategy.
Link everything in your email.
Leave no image unlinked. Why? The images take up space, so make the most of them!
A good portion of your readers will be moving their mouse or finger around their screens, looking for links of interest to click, so it’s good practice to accommodate them.
Test for best practices.
And finally, if you’re up for it, try an A/B Split Test. This option allows you to send two nearly identical versions of your email so you can compare how each performs. Version A would be your original email, and Version B would have either a wording change (probably the subject) or an image change. A/B Testing is great way to see statistics on what approaches work best for your audience, allowing you to make small adjustments over time.
Interested in knowing more about how your clinic can benefit from email marketing?
Learn more at our Amplify product page.
Questions? Ask us. We will respond quickly.