Email marketing is one of the most effective and time-tested ways to reach subscribers. Showing up in a user’s inbox at regular intervals means your chiropractic practice will remain at the forefront of their awareness. In order to stay relevant, however, you must take your subscribers’ changing browsing habits into consideration. Over half of all emails are now opened using mobile devices. This means you have to be able to get and keep the attention of your potential clients as they go about their daily routine. Here are a few best practices for ensuring that your practice reaches the greatest number of potential patients via mobile optimized marketing emails.
Use Device Detection
It is now easier than ever to craft emails that will change the way they are displayed depending on what device the reader is using to view them. Popular services such as MailChimp offer responsive design templates to let you design emails that adapt to the users’ device. Another option, device detection, (which allows emails to automatically change depending on whether they are viewed on a tablet, Android, or iPhone) is often a simpler solution. With this in place, you can emphasize buttons and CTA’s effectively and make it easier for readers to click through to your website.
Keep It Short and Simple
Mobile users generally do not remain engaged with large amounts of unbroken text. In order to get your message across, state it simply and include plenty of negative space. Marketing emails for mobile users should include prominent buttons and calls to action so users can easily take the next step toward becoming chiropractic patients. In general, emails should be brief and to the point, encouraging readers to learn more by visiting your website without overstaying their welcome.
Look Beyond Subject Lines
Current marketing wisdom emphasizes the importance of succinct, attention-getting subject lines, and for good reason. However, there is more to getting users to open your emails than just a punchy subject line. The pre-header text, or the text of the email that is visible after the subject line in the inbox, is just as important when it comes to getting potential patients to click through. This important line of text is often cut off on mobile device displays as compared to desktop, so keep that in mind when crafting your emails.
Personalize and Incentivize
Users who feel a sense of connection to your practice are much more likely to become patients. One of the best ways to foster that connection is to provide personalized email content that addresses subscribers by name and takes their specific concerns into account. For instance, a person who suffers from sciatica might be directed toward relevant blog articles on that topic in marketing emails. Including a brief questionnaire when users opt into receiving emails will help you to target them more effectively.
In addition, subscribers should feel that they are receiving valuable information and insight. Providing links to blogs, eBooks, and videos helps to maintain interest, and exclusive offers such as coupons for discounted visits show email subscribers they are valued.