PROVEN TIPS FOR EFFECTIVE HEALTHCARE EMAIL MARKETING

Post, the initial interaction, email marketing provides you with a professional platform of staying continuously in touch with your clients. Here's a read-through to help you get the maximum out of your healthcare email marketing.

1. EMAIL LIST BUILDING

Your patients deserve an enriching and authentic experience from you. And you deserve their gratitude. Only gratitude? Well, that and their EMAIL IDs, without fail! If you’re aiming for a long-lasting relationship with your customers, start by obtaining their email ids, at the first instance of communication. However, that might be either paperwork, online or offline, digital advertising, via blogs, and many others.

E.g., filling out the paperwork, (digitally or literally), would get the job done, and allow them to opt-in. Ensure them that being in touch is value-addition to their lives.

2. SUBJECT LINE

The success of an email relies heavily on its subject line. The subject line alone operates on different levels.

• Intriguing
• Catchy
• Relevant
• Summary of the topic

From the above deduction, we observe that various dynamics come into play to build an effective subject line. It acts as a preview of the main message. So, one needs to see that the subject line fits the bill of the email. The spontaneous decision of either marking the email as spam or, reading it, depends largely on the subject line. It should be intriguing enough to get the desired attention, and at the same time, relevant to avoid getting marked as spam.

Work on the Subject Line. Invest time to make it appealing. Keep the length optimum. Keep it specific and relevant.

DO NOT RUSH OVER IT!

Make it personalized, such that the readers feel the warmth of the message immediately. The right CTAs do increase open rates percentage.

3. PERSONALIZATION

Personalization can be a real game-changer in email marketing.

• Higher Click Rates
• Higher Open Rates

A personalized mail speaks volumes of the sender’s bio and credibility. It reflects the sender’s awareness level concerning the industry and the specified audience. But one needs to be wary of the success rate too, as a personalized mail may not result in the desired response in case of new customers. Also, frequent emails to the existing customers might isolate them from the service. In many cases, personalized healthcare mail is considered too direct. Something, uncalled for, as it disrupts personal boundaries. This results in an increased number of unsubscribes.

INSTEAD!

Segment the email list based on the customer’s gender or age, rather than using direct names. The bifurcation allows the right content to make its way to the right inbox.

4. AUTOMATED EMAIL

Automated emails have their perks as well. And important ones that too. Online sign-up results in an instantly sent automated email.

Automated Email 🡪 Impression 🡪 Expectations

This triggering effect plays a critical role in an emotional and human level. It makes them feel welcomed. Also, it ensures that they are now part of the circle. To be valued and taken care of. Thus, an automated welcome email acts as a building block for a healthy futuristic relationship.

5. CONTENT

Have a blueprint ready when it comes to the content part of the email campaign.

• Precision
• Clarity
• Optimal

Make an effort to understand the email communication methodology. Especially in the marketing business. Lucidity. Simplicity. Fluidity.

Paves the way to the content's VALIDITY!

Which in return, leads to additional clicks and higher open rates. Establish a balance between text and imagery. Too much of one, or too little of the other, must be avoided.

6. INGENUITY

Identifying HOW you're going to approach your audience with the designated message plays a crucial role in your campaign's success.

How do I put the message/content in front of the audience? For how part makes you stand out from your competitors. It sets the tone of your communication and marks the USP of your brand. Bland representation of the message is bound to be received poorly.

Design + Message = Effective Consumption

Needless to say, there aren't given set variables for the above equation. The trial and error approach, goes hand in hand daily, till you identify the right pattern.

7. STRUCTURE

The length of an email has to be taken seriously on all occasions.

• Concise
• Structured

Lengthy emails are a put-off for the readers. Whereas, a highly shortened one runs the risk of insufficient info. A STRUCTURED email acts as a guide for the readers. It leads them on in seamlessly. Moreover, for all process-oriented messages, an email should have the necessary steps mentioned clearly to help the customer reach the described destination.

A perfect example of understanding the delivery process is the blueprint showcased in WIKI HOW.

8. PREFERENCE

Customer acquisition indeed results in expanded boundaries. But customer retention is the crux of a stable business. They are the preachers of your products and services. Their recognition can instigate a successful word-of-mouth marketing for you. But DO NOT FORGET to show your gratitude in return for their loyalty and trust. This ensures commitment from both parties. E.g., good health tips occasionally will keep you relevant in their minds. Discounts, special offers, and more will invariably earn you their appreciation. These acts of appreciation build trust and establish long-term relationships, and also acts as a ripple effect for your business in terms of new customers.

9. COMPATIBILITY

Technology has stimulated the growth of connectivity. With the introduction of varied forms of mobile phones, there is a significant increase in the percentage of mobile engagement. This has had a significant change in terms of email connectivity too. Many people now check their emails on their mobile phones. To be considered at the time of your email design. Your emails SHOULD BE readable on any device, especially mobile phones.

Phones + Internet = Seamless [Unhindered] Activity

Thus, the compatibility of your email does have a substantial effect on your market presence.

10. SOCIAL MEDIA

LEVERAGE your social media for email sign-ups. Your followers on Facebook, Instagram, Pinterest, or Twitter are either current patients or potential patients who want to hear from you. Why not get them on your email list as well? You can add a link to a signup landing page on Instagram, Pinterest, Twitter, and any other social media profiles. Use your social media audience to build your list. When people opt-in to your email list, you have a more direct and effective way of communicating with them via email.

11. FREQUENCY

Email frequency demands a careful and planned strategy. Even established marketers struggle at some point. The dilemma of TOO MANY vs. TOO FEW always lurks in the corner. Send a few and miss out on core opportunities. Send too many, and be marked as spam. Balance is the key here. Try to keep your presence intact and relevant even during the dry spells.

12. TESTIMONIALS

Everybody loves a happy ending. And, every success story is like a magical lamp for you, granting you with legitimate customers again and again. The nature of the healthcare sector is such that there can be a lot of emotions at play that affects people’s decision making.

An authentic way to address these types of sensitive matters is to use real PATIENT STORIES. Hearing about similar health experiences lets others know that they are not alone. It gives them strength and instills them with hope and vigor.

Healthcare marketing demands trust and expects hassle-free patient experience. Email marketing has proven to be an effective method for the requirements if executed in the right manner. It acts as a gateway to a healthy and long-lasting relationship. While this relationship starts during the first visit, your goal is to keep that feeling alive during their absence too.

Email marketing gives you that personal connection with your patients. It solidifies your stature as a veteran in this field, thus, assuring them of the fact that they are indeed in safe hands. Hence, do not lose out on an excellent first impression. Instead, start building that long-term patient relationship and watch your practice flourish.