Email marketing is a crucial part of any cosmetic medical practice. If you’re not currently doing it then here are some great tips for getting started. If you are involved in email marketing then you really need to analyze its effectiveness.
What kind of open rates are you getting? Are you driving more traffic to your website? Are you generating more Fans? More reviews? Are you getting ROI from your emails? These are all questions that you need to ask yourself when you’re invested in email marketing.
Here are some tips that’ll help your medical practice achieve success, and ROI, with email marketing:
1) Formulate a plan: Before you even invest in email marketing software think about what your strategy is. Do you want to send a monthly “newsletter” that combines your specials with educational information and upcoming events? Do you want a system that can email and work as a CRM (Customer Relationship Management)? Do you have a compiled list of all your current and prospective patients? You may want to consult with a marketing professional about this step, so that you have the right approach in place.
2) Use a reliable software: Never send email blasts from a personal email account. It’s completely unprofessional. You can’t customize it and you can’t allow people to opt-out. There are plenty of reliable, and cheap, email marketing solutions out there such as iContact, Constant Contact and Mail Chimp. The software you choose should be based on your strategy formulated in #1. For example, if you already have a CRM for managing patients, see if there’s an email marketing tool within the software. Is it any good? Again, you may need the help of a professional to make these kinds of decisions.
3) Collect all email addresses: This is a no-brainer, but definitely worth mentioning. You’d be surprised how many practices collect patient’s information, but neglect to capture an email address. Make sure that every consultation that comes in has given you their email address. All leads coming from your website should already require an email, but also make sure all leads from phone calls supply their email addresses as well. Compile these emails in one spreadsheet. You can then upload them to your CRM and/or email marketing software.
4)Analyze deliverability & interest: Once you’ve got the strategy and the software in place it’s time to start sending emails (talk to Turbo about custom email designs for your practice). The first thing that you want to examine is the bounce rate. That’ll tell you how many emails are actually legit. From there check out the the open rate. A solid open rate is between 15-20% per email. From there you can analyze the click rate, particularly if you have links in the email and you’re looking for people to go to your website, Facebook page or Yelp page. Bounce rates, open rates, click rates and opt-out rates give you a clear understanding of the interest in your email among your patients, but there’s more…
5) Analyze ROI: Step #4 is very important, don’t get me wrong, but you need to be able to analyze your ROI on email campaigns. I’m not talking about newsletters you send out because these aren’t designed to be promotional. I’m referring to emails that you specifically mention your special offers. How do you know if people are buying? Well you can start by tracking phone calls to see if they heard about the offer from an email. You can also use Analytics to track traffic and conversions coming from your emails.
Even if you’re diligent about tracking phone calls and website conversions you still can’t get around the fact that your emails blasts still require the patient to call in (or you call them) to actually collect on any deal they’d like to take advantage of. Wouldn’t it be easier if you could generate revenue directly from an email by allowing people to buy directly from that email? Now you can…
Turbo has recently formed a partnership with a company that has created a revenue-generating email marketing system. It looks similar to a Groupon deal, but it only goes out to your list. The best part is you’ll see your sales go way up simply by allowing patients to buy on the spot! That’s instant ROI!
If you’d like to learn more about Turbo’s new revenue-generating email marketing system (also know as PR&R), I encourage you to check out one of our webinars. If you have any questions about email marketing in general then leave Turbo a note here, or call 877-673-7096 x2.