Newsletter Marketing Best Practices

May 5, 2016    By Becky Sheetz ()

Newsletter Marketing Best Practices

These four tips are from WPI Communications’ white paper, The Complete Guide to Newsletter Marketing for Your Professional Practice. That resource shares valuable eNewsletter marketing best practices for professional practices. Be sure your practice newsletters include these valuable must-haves.

1. Use compelling subject lines

A professional practice newsletter won’t do you any good if your patients or clients 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 reader’s in-box. With each newsletter subject line, you should ask, What would make them click to open this message?

There’s an 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? will get more attention than Dr. Smith’s Monthly eNewsletter. And Can a Noncompete Be Beat? has a much better chance of being opened than the Smith and Smith Law Firm Newsletter. 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 are junk e-mails.

Many eNewsletter subscription services will tell you how likely your subject line is to be 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. These tools are recommended. Read Create, Maintain and Grow Your E-mail List for some helpful advice on maximizing your audience.

3. Write short, readable articles

With so much information just a quick click away, attention spans are shorter than ever. Short, bite-sized articles are the most appealing to your readers and keep them engaged in your newsletter. We aim for articles of about 150 words. And if they want to learn more, they 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 client or patient oriented. Jargon and technical language will turn most readers away.

4. Make it easy to contact you

Make sure your contact information is easy to find on your newsletter. Your newsletter can be a pleasant reminder to schedule an appointment or to contact your office to learn more about a product or service highlighted in that issue. So make it easy for your readers to call or click on an e-mail address to contact you.

Learn more professional practice newsletter best practices. Get the free The Complete Guide to Newsletter Marketing for Your Professional Practice today.

[ Back to top ]