One of the most potentially profitable aspects of any online marketing strategy is a focused, consistent email campaign. People who subscribe to your chiropractic practice’s email list have indicated they are interested in receiving materials from you—that’s a great first step. The key to successfully nurturing those leads is reaching out to them in a way that encourages them to click through and stay engaged. Keeping in touch with subscribers via email shows that you are invested in their well being and promotes positive associations in their minds. Here are some strategies you can use to make sure your marketing emails are as effective as possible.
Stick to a schedule.
Using automation software makes it easy to create an email schedule so you can show up in subscriber inboxes on a regular basis. A schedule also prevents overloading the people on your list with emails, which can appear spammy. Regular emails such as monthly newsletters are essential for keeping subscribers engaged, however. The average person views more than 10 pieces of content before making a buying decision, so building engagement with scheduled email marketing is essential.
Create a stellar Call to Action.
Emails with CTA’s increase clicks by as much as 371%, meaning it really pays to create a compelling call to action. Encourage readers to click through with phrases like, “Learn more about the benefits of spinal decompression,” or “Take control of your health today.” A prompt like this (especially one that includes a button that takes them to your website) gives readers an easy avenue to becoming patients. Be sure that the CTA is optimized for the subscriber’s stage in the buyer’s journey. For example, if they are still learning about options, keep the CTA’s geared toward informational content with words like “Learn” and “Explore.”
Use exciting images.
Because most users view email on their mobile phones, it makes sense to incorporate attention-grabbing images. Email marketing content should be as easy to absorb as possible, so pictures and videos make a lot of sense for the format. Include a subject line that encourages readers to click through and some brief text to accompany the visual element. Try to avoid stock images if possible—instead, take your own photos to increase the sense of immediacy and connection in your marketing emails.
Create a feeling of urgency.
Ideally, marketing emails should encourage the reader to take the next step as soon as possible. One effective technique is offering subscribers limited time offers, such as one free consultation if they respond within one week. More generally, you can include suggestions of time running out in your copy, such as “download our free eBook today.” This will help readers who might be on the fence about becoming patients to engage further. However, these tactics should only be employed with subscribers who have expressed interest by clicking through and engaging with emails in the past. Email automation software can help you to categorize users by engagement so you can target them more effectively.