Do you use email marketing in your Practice?
If not, you are missing out on the most cost effective and impactful way to reach your target audience that is out there. With all of the marketing and digital media options available what is so great about old fashioned email? Email marketing offers the highest return on investment (ROI) of all digital marketing solutions because it is the most direct route to patients and potential customers and is proven to increase engagement and revenue. A recent Direct Marketing Association study found email marketing has an ROI of $57.25 for every dollar spent, over 150 percent greater than the ROI for non-email online marketing. E-mail remains one of the best online marketing tools. - ClickZ
The bottom line is that unlike other marketing channels such as online advertising, social media or even off-line methods such as newspaper ads, email puts you in direct conversation with a target population that cares about what you have to say. After all, they gave you their email address, right?
Email Marketing can work wonders for your Practice to drive up revenue, increase your customer base and create recognition and loyalty for your Practice. Here are a few more reasons it is such an effective marketing strategy:
- Instant connectivity with target audience. Most people use email on a daily basis, which makes email marketing virtually instantaneous.
- Directly reach potential customers. Unlike your website or an ad, the recipients don’t have to take any action to get to you -you come to them by reaching out and contacting them. Further, because you are working from a list of contacts you have obtained directly, you are focusing your resources on a target audience that is meaningful. Plus, since it goes right to their inbox, there is a much greater chance that the audience will see your communication than with any other medium.
- Increase patient loyalty and retention. Since you are sharing information, a special deal or something of value with a select, directed group of individuals, you are engaging in a more personal interaction than indirect advertising. Particularly if you are sending personalized emails, this keeps you at the forefront of your patients’ minds and maintains a connection that leads to trust and loyalty.
- It’s cheap and effective. Email marketing costs are usually minimal. Even if you use an Automated Email Marketing Tool (such as DemandForce, Websystem3 or even Mailchimp or Constant Contact) to automate your efforts, email marketing is relatively inexpensive. And did I say it directly reaches your target audience yet?
The most important thing you need to get started with email marketing is a database of email addresses of current, past and potential customers. If you aren’t already collecting email addresses, make sure a reliable system is put in place. Set up a procedure for your administrative staff and add sign-up forms on your website. From there you can begin to reach out and connect with this audience through emails providing Practice news, valuable information, personal greetings or even entertainment.
Stay tuned for our next digital tip which will detail some best practices for email marketing. In the meantime, if you have questions, we are here for you as always. Just contact Daniel at email@example.com.