How to Put Together an Effective E-mail Marketing Plan

February 14, 2013    By Maggie Holley

How to Put Together an Effective E-mail Marketing Plan

E-mail marketing remains one of the most useful tools in small businesses’ marketing toolsets. According to a report from e-commerce software firm Monetate, e-mail marketing is still driving more overall sales than social media, partly because e-mail is easy to track, analyze and personalize.

If e-mail marketing is so effective at bringing in new business, then it only makes sense to use it. But chances are, you can’t find the time. Your dental practice is busy meeting existing patients’ needs, so even though you know an e-mail marketing program can grow your practice, it keeps getting pushed to the back burner.

Besides, it can be overwhelming. What exactly are you going to write about? Even if you already have a few topics in mind, you’re not sure what to tackle first. Would your readers even be interested in those topics? If so, how would you know? How often are you going to e-mail them? With so many factors to consider with each e-mail, it’s no wonder it takes so long (or never) for small businesses to get an e-mail marketing program off the ground.

The good news is you don’t have to think about all these factors every time you send an e-mail. With proper planning, you’ll only have to consider most of them once every six to 12 months. You can do this by treating your e-mail marketing plan like a publication—more specifically, like a magazine.

Of course, it’s possible that even with a magazine-type editorial calendar, you’ll find that implementing your e-mail marketing plan still takes up too much of your time. In that case, consider outsourcing to a company that specializes in e-mail marketing. That way, you can grow your practice while pouring all your energy into what you do best: caring for patients.

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