Three Ways to Make Your eNewsletter Action Oriented
Newsletters are valuable tools for professional practices seeking to build loyalty and credibility among their existing patient or client base. But are you using your newsletter to encourage readers to take actions that help build your practice? Here are three ways to ensure your newsletters are action oriented.
1. Build your list
When it comes to an e-mail list, more is better―as long as it’s quality. If you aren’t keeping your list current, you’ll be missing out on opportunities that enable your readers to take action. The greater the number of quality recipients, the more readers you’ll have who will take a desired action.
Building your list requires effort on your part. The only way to continually and successfully grow your list is to make doing so a priority. Actively sign up new clients or patients to your distribution list. Include people who inquire about your services or your practice, too, after you secure their permission. eNewsletter Signups: Make the Process Simple is a good article to read for additional tips.
Be sure this question is part of your process for these prospects: “Would you like to be included on our e-mail list?” And be prepared to tell them of the benefits of being on this list, such as special offers, critical updates, holiday hours and so on.
2. Increase open rates and readership
As you know, there’s plenty of competition for attention when it comes to e-mails. If your eNewsletters are to have an impact, your readers will need to open them. They’ll next need to skim or read them for relevant information. And then you want them to take action.
For the reader to open the e-mail, he or she must trust the sender and believe that person or organization to be credible. Surely your patients or clients think that your practice is credible. But there’s more. Your readers must believe there’s something in it for them. Your subject line can be informative, or it can provoke curiosity. Here are some examples:
- What are Dr. Smith’s New Year’s Resolutions?
- Is Your Financial Future Secure?
- How New Tax Laws Will Impact Your Family
Readers are much more likely to open your newsletters if they believe they will receive a special offer, learn something that will benefit them personally or professionally, or take advantage of a service that will help their family.
3. Keep them clicking
Not only will quality content serve your clients or patients, it will also remind them that you care enough to keep them informed. Plus, it will remind them that your practice is credible and knowledgeable when it comes to these issues.
To keep readers engaged, build in ways for them to actively explore the content in your newsletter. Examples include clicking a link to your website where they can learn more, signing up for a service or educational seminar, clicking to make a purchase, following your practice on Facebook or Twitter, or―our favorite―forwarding the eNewsletter to a friend or colleague.
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