6 Tips to Boost the Success of Your Dental eNewsletter Marketing Program
Your dental eNewsletter provides a perfect opportunity to increase revenue by maintaining contact with your patients between visits, but there is always room for improvement. The following tips will help ensure that your eNewsletter program is as robust as it can (and should) be:
- Make sure it reaches its target. Unlike physical addresses, e-mail addresses are easy to change, and they frequently are—especially when they become the target of spam. Maybe you’ve seen it yourself: Somehow, your e-mail address ends up on a spam generator, and your inbox is flooded with unsolicited ads, making it an ordeal every time you look at your inbox. It happens to your patients, too, and as a result, many of them decide to open a new e-mail account. Unless they remember to change their subscription information with your office, this means your eNewsletter may never be seen. To avoid that fate, ask patients to update their e-mail addresses at each visit, and be sure to keep your address file updated, as well.
- Identify yourself. Make sure the sender address or subject line clearly identifies your practice so it is never confused with spam.
- Make it worthy of your readers’ time. Like you, your patients receive a great deal of e-mail every day, and there’s a good chance that even some well-intentioned e-mails will go straight to the trash folder without ever being read. By including content that’s interesting to read and relevant to your patients’ lives and interests, you significantly increase the likelihood that your newsletter will be read—and even shared with others.
- Throw in some extras. If your office holds contests or special events, add a brief message directing readers to your site to learn more.
- Be specific. Every newsletter should include a call to action that reminds patients to contact you with questions. Ideally, articles about new procedures or treatments that might be of interest to your patients should end with a sentence that directs them to you for more information—something as simple as “Contact our office today to learn more about how you can protect your child from mouth injuries while playing sports” can provide the motivation a patient needs to pick up that telephone.
- Include links. Be sure to include a link to your practice Web site, as well as buttons linking to your social sites like Facebook, Twitter and Google+. These links are great ways to help keep the conversation going and to help you become known as the local expert in your field.
[ Back to top ]