How Email Marketing Can Grow Your Dental Practice
Email Marketing—Past, Present, Future
Email has revolutionized the way people transmit information. The days of sending documents in an envelope, paying for postage, and waiting are over. Instantly, we can send short messages or large files across the world, with little cost. Today, email is even more effective because smartphones allow us to correspond on the go. Given the number of people using email regularly, it’s not a surprise that businesses see the opportunity to attract new customers. As a result, most companies have an aggressive email marketing strategy that focuses on building brand recognition, brand trust, and long-term relationships.
Many services provide email addresses, so it’s essential to go with a company that has a quality reputation. What you need are accurate email addresses for residents and people who are moving into the community. This way, you can design targeted campaigns that appeal to specific demographics. Over time, a well-crafted email campaign can morph into an ongoing mini-dental newsletter that builds trust with prospective patients and increases new patient calls.
Spam
If you have an email account, you’re familiar with spam. It’s the deceptive, fraudulent, and nonsense emails that can fill up your inbox. Some spam emails are harmless and annoying, but some are designed to steal your identity. Every year, over a million people are defrauded by identity thieves, so people are cautious when opening unsolicited emails. It’s important to keep this in mind as you design your dental practice email campaigns.
The most effective way to stand apart from spam is to create contrast. Design emails that are direct, short, and error-free. Use a subject line that is straightforward and honest. By following this type of approach, your emails will stand apart from spam, which often contains sensationalized subject lines, poor formatting, and grammar errors.
High-Pressure Funnels
One common email marketing tactic is to create high-pressure funnels that encourage people to order a product or make an appointment. The initial emails are friendly and informative, but they soon become overly assertive and even predatory. If there has been no response by the third or fourth email, the subject headings read “Why Haven’t I Heard Back From You?” and “Do You Want to Lose Money?” These emails focus on the necessity to act now—limited-time offer, etc. This type of approach is never successful in the long run. It might encourage some weak-minded people to act, but over time, these methods erode brands and cause people to unsubscribe and block your dental practice. Using such high-pressure strategies might even motivate people to leave negative online reviews.
Effective Email Messaging
Effective emails are short, valuable, and linked to your website content. Think of your emails like elevator pitches given to decision-makers who have little time. Like you, the people you’re emailing are also busy, and they want to get your message quickly. Two short paragraphs are just about right; between 100-120 works well. Someone can read this message quickly and move on.
The content of your emails should highlight your services indirectly. For example, you provide some information about dental implants as a permanent tooth replacement and briefly discuss the benefits (i.e., bone retention, stability, and maintenance). You should also include a link to your website content that goes into more depth about the subject, your approach, and pictures of actual cases.
Your emails should be spaced at least two weeks apart. If people feel you’re pressuring them with too many emails, they will unsubscribe. Allowing enough time gives you the ability to connect and provide some helpful information without seeming pushy. Most importantly, it will enable your practice to build a virtual relationship that builds trust and keeps your dental practice brand top of mind.
Grow and Maintain Your Email List
As your email list company provides more addresses, continue reaching out and building your contacts. If you develop effective campaigns, this list will become a default mini newsletter that keeps you connected with prospective new patients. These residents might not need dental services now, but your dental team will be first in line when they do. By demonstrating your passion and knowledge over time, a well-designed email campaign can be a tremendous asset that increases new patient appointments and builds your brand in the community.
Branding Your Dental Practice
How to Stand Out in a Saturated Dental Market What Is a Brand? We hear a lot about brands in our modern world. Marketing experts tell us that every business needs a strong, unique brand to succeed online. But how can a dental team build and maintain an effective dental
Excellent article with great insight. Thank you.