| E-MARKETING | PRACTICE MANAGEMENT
Always send a test message to yourself or a colleague to check before you send it out
Make sure you have a call to action with an expiration date
Recipients should be able to read your first paragraph without having to scroll down
practices send bi-weekly or monthly e-blasts to keep their customers up-to- date with what they are offering, but this may be too frequent in some cases. You need to explain why the new laser or filler you are offering is good or better so they can learn enough about it to understand why it is worth their further investigation. Rather than inundating subscribers
Include
subscriber-only offers
e-blasts
Tips for brilliant
Work towards segmenting your
subscriber list
Personalise the copy whenever possible
Include all your social network buttons
Have a user-
friendly template designed that can be used in-house
Create e-blasts with visual appeal
with a slew of emails about each individual product update, consider sending a round-up of new updates or products periodically. For e-blasts that are about a single product or treatment, include a large, clear headline with a brief description underneath, and an image that showcases the product. Whenever possible, linking to a customised web page is preferable, so recipients can click through to learn more about it without searching for more information on your website. Another strategy is to send a monthly
round-up of features or articles created in a visually appealing way about what is new and exciting. Include an image paired with a headline, a brief summary or introduction, and a call to action for recipients to read more. This simple format will allow you to use visuals to attract the reader to each article, while still giving you the ability to feature multiple topics without making the e-blast too long.
the majority of your readers may be opening messages on cell phones, laptops, or tablets. It may cost a bit more up front to set up, but your pay-off will be more recipients responding and clicking through. E-blasts are a good way to increase your
traction on social media platforms. Make sure your emails are social media-friendly. Most programmes allow you to post your emails to your Facebook page and Twitter feeds, and you can add ÔlikeÕ buttons to your emails with one click. Run a campaign to your email subscribers, asking them to follow all your social media outlets. You can even include your latest social media posts in your emails to create more interest.
Special offer e-blasts E-blasts used to describe and promote a single offer with a call to action that links to a targeted landing page created for that specific offer can be an effective tool. For this type of email, the targeted landing page is key. You want to keep in mind how many clicks it takes the reader to act on
the special offer; less is more. Do not make them hunt for the coupon or ÔShopÕ button, because they will get frustrated and your conversion rates will suffer. When it comes to designing an email
for a specific offer, draft the copy to be brief but descriptive enough to convey the offerÕs value and what makes it special. Consider using a bulleted list format to clearly describe
the
offer, while avoiding long sentences that can turn the reader off. Make sure the call to action link is large, clear, easy to find, and uses actionable language, such as SCHEDULE NOW or GET THE OFFER.
Think of your most engaged subscribers as
your most loyal and happy customers. They are the most likely to appreciate hearing from you, and refer their friends and family.
New product e-blasts Although it sounds like a good idea to send an e-blast every time you add a product, service or staff member, you also donÕt want to inundate your subscribers with mundane e-blasts. Many clinics and
Engagement counts Think of your most engaged subscribers as your most loyal and happy customers. They are the most likely to appreciate hearing from you, and refer their friends and family. Give them something special in terms of VIP services, offers and trials of new products and services. Targeting your most engaged subscribers frequently is becoming more necessary as many service providers are placing more importance on your list engagement. Therefore, sending to your engaged subscribers more often than those who are less
active will strengthen your domain reputation. To keep those subscribers active, offer them more enticing promotions and specials, and reward them for their loyalty.
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