Dental Patient eNewsletter Best Practices

January 25, 2017    By Becky Sheetz ()

Dental Patient eNewsletter Best Practices

This is an excerpt from WPI Communications’ new white paper, The Complete Guide to Building a Profitable Dental Practice Through Newsletter Marketing. Be sure your patient newsletters include these valuable must-haves.

1. Use compelling subject lines
An eNewsletter won’t do you any good if your patients don’t open it. Creating a compelling subject line is imperative to the newsletter’s success. Your e-mail is competing with many others in each patient’s in-box. With each newsletter subject line, you should ask, what would make them click to open this message?

There’s an entire art and science to developing quality eNewsletter subject lines. Like a good newspaper headline, an e-mail subject line should let the reader know what’s inside. “Does Your Child Have Dentist Visit Anxiety?” and “Dental Care Can Silence Snoring” will get more attention than “Dr. Smith’s Monthly eNewsletter.” The best e-mail subject lines are short, descriptive and targeted, and they provide the reader with a reason to explore your message further.

2. Aim for the in-box, not the spam filter
A good subject line will get a reader’s attention; a bad subject line can help the e-mail land in the spam folder. It’s best to avoid the word free in your subject line. Avoid TEXT IN ALL CAPS, repeating punctuation (????) and dollar signs ($$$$). All of these conventions are cues to spam filters that these may be junk e-mails.

Many eNewsletter subscription services will tell you how likely your subject line is to get caught in spam filters. Constant Contact and other services have easy-to-use spam checkers that will tell you how strong your subject line is and provide tips about how to improve it. Using these tools is recommended.

3. Write short, readable articles
With so much information just a quick click away, attention spans are shorter than ever. Concise, bite-sized articles are most appealing to your patients and will keep them engaged in your newsletter. We aim for articles of about 150 words. And if they want to learn more, patients always have the option of contacting your practice.

Consider your target audience when writing content. Be sure that your content is accessible to them. Pay attention to sentence length, paragraph length and word choice. The tone should be patient oriented, not clinical. Jargon and technical language will turn most patients away.

4. Be skim-worthy
This is similar to writing short articles. Even short articles can be difficult for readers if they are simply text and not broken down well to make them easy on the eye. The layout and design of the newsletter should make it easy for the reader to skim through and find topics relevant or interesting to them. It’s not important that they read every word of every article, but that they find articles that are meaningful to them and that your newsletter makes a great impression.

Get the free download of the full 15 dental eNewsletter best practices by a click of this link: The Complete Guide to Building a Profitable Dental Practice Through Newsletter Marketing.

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