A robust email list is one of the most important things a PT business—or any business—can have. It enables you to communicate with your patients and best prospects in a meaningful way. You can promote special offers, events, giveaways, new services, celebrate new employees and much more.
So how to you build and grow your email list? The top two ways to gather email addresses for your list is through your website or blog. But you want to communicate what they will be opting in to—a weekly or quarterly or monthly email. By doing so, you won’t get penalized for spamming. You want people to choose to be on your email list willingly.
Next, you want to cater your emails to your audience. Depending on your email list, you may even want to segment your emails. You also want to provide them with emails that are valuable to them. You also want to establish and promote your clinic’s brand. It should ty back to your mission and provide your patients with a good feel for your clinic’s personality.
Let’s go back to email segmentation. Let’s say you’ve created an article about common hiking injuries. You send it out to your entire email list. When readers click on the article, you can tag readers and place them in a group called “hiking.” In the future, you could run an exclusive event about hiking injury prevention and send a targeted series of email invitations only to that group. It’s another way to make sure that emails you’re sending offer true value and connect with your audience.
Here are a few key things to remember when composing emails:
- A subject line is incredibly important. If you use a boring or uninspired subject line, it can hurt your open rate. Think about the difference between these two subject lines:
Hiking Injury Prevention Clinic
Don’t Let an Injury Strand You on a Mountain Top!
- Videos and photos are powerful. Be sure to include them.
- Send your emails at a time of day when your potential clients or current patients are most likely to check emails.
- Have a goal for every email. It doesn’t have to be setting an appointment. It can be about building your brand, referring a new patient or attending a special event. It can even be a birthday wish!
If you don’t have time to devote to building your email list or creating an email strategy, talk to the digital marketing experts at BuildPT. We specialize in helping PT businesses grow and maximize their business through social media, websites, blogs, digital marketing and more. And we’d love to help you!