4 Easy E-mail Marketing Tips for Professional Practices
Are you using e-mail newsletters to reach your clients or patients? Are you satisfied with the results? If you’re only satisfied, would you like to be ecstatic? You can be, with these four easy ways to maximize the value of eNewsletter marketing.
1. Lead with the subject line.
Let’s say you have great newsletter content in a professionally designed, eye-catching format. That’s a recipe for success, right? Not necessarily, and not without one very important ingredient: a powerful and relevant subject line. Too often, professional practices see the subject line as an afterthought, when it should be one of the most carefully conceived components of the entire newsletter. It is your first chance to grab your reader’s attention; an uninteresting or generic subject line will not make him or her read the rest of your message.
2. With e-mail, easier is better.
Attention spans are shorter than ever. You must take this into consideration with your eNewsletters. Avoid long sentences and long paragraphs. In the world of e-mail marketing, easier to read and understand is better. Here are two examples of an estate-planning attorney’s newsletter:
“If you are the owner of a business or a professional practice, it is important that you begin your estate planning today. If you are a business owner, there is a good chance that a very significant portion of your wealth, as well as your family’s source of income after your death, is currently tied up in your family business. The success of your estate plan is dependent upon two factors: the business being transitioned to the next generation, or, alternatively, sold to someone outside the family for a fair price. Either of these two options will take years of planning and preparation, sometimes as long as a decade.”
Was that example difficult to consume? Look at the next example as a contrast.
“If you’re a business or practice owner and you haven’t begun estate planning, today is the day! For most owners, their wealth and their family’s income are tied to the business. For a successful estate plan, you’ll need to transition the business within your family or sell it at a fair price. This can take up to 10 years of planning and preparation.”
The concise example is easier to read and will garner more attention than the more wordy and convoluted copy. They both communicate the same message, but one does so more clearly and effectively than does the other.
3. Think clients first.
Many professional practices make the mistake of putting their own interests first—to the detriment of their clients or patients. It may sound paradoxical, but don’t use your newsletter to talk about you. Focus less on what you want to say, and more on what your clients or patients need to know, conveying information that will benefit them—and their families.
In the examples above, the focus was not on the law firm, but on the urgency with which business owners should view estate planning.
Remember, it’s all about them!
4. Give the reader actionable options.
Newsletters are content-forward tools, not standard-fare marketing pieces. However, they are still a form of marketing. The most effective marketing pieces contain a call to action (CTA). This is simply an action you’d like your readers to take, which you enable them to do quickly and easily.
Examples include an incentive to schedule an appointment, a referral bonus for a client or patient they send you, or an opportunity to sign up for an educational seminar. As a professional practice, your CTAs should also be professional. One of the great benefits of a CTA is that it’s measurable. If you offer a referral bonus in your eNewsletter, you’ll know how effective it is by the number of clients who take advantage of the offer.
To learn more about professional newsletter best practices, download your free copy of “The Complete Guide to Newsletter Marketing for Your Professional Practice” today.
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