15 Chiropractic Email Marketing Tips
Email marketing is a great way to reach your existing and new potential chiropractic patients without spending a lot of money. However, people don’t give their email addresses to just anyone. I assume you have been collecting email addresses from your new patients and at this point and time your chiropractic blog has a nice traffic where people subscribe to your chiropractic newsletter. If you still have an old web 1.0 site then it is time you contact me and we have a chat. The same goes for a content distribution from different social media channels. If no one reads your blog posts, then no one will be able to subscribe to your chiropractic newsletter. Blog more, spam less. – Dr. Burt. Here are some tips to keep in mind.
Make it easy to subscribe. Post a signup form on your blog, Facebook page, Twitter, Google Plus, LinkedIN and wherever else your potential patients and fans are already active. You might want to collect names and birthdays (for a special offer or gift) or invite readers to join groups, but don’t go crazy with the required fields. A too-long subscribe form might scare people off. The best time to add additional fields to your subscribers when they become your chiropractic patients. They must fill out an intake form for an initial consultation and examination. You can copy birthday date and address from there. Tip #97 in this blog post has the best email signup forms which are working great on a desktop and mobile phone.
Tell subscribers what to expect. Whether you plan to send company updates, letters from the president, e-commerce sales, daily deals, or weekly tips, it’s important to tell your readers what to expect and how often to expect it. Give them as much information as possible on your signup form, so they can decide whether they want to be on the list or not. Like on this blog I let everyone know that I can help them to work less, and make more and be more productive in their practice. If that is what they want then the signup to my email newsletter.
Send a welcome email. It’s always a good idea to remind people why they’re on your list and reassure them that good things are in store. Surprise your new and existing subscribers with a great content. You might even send new subscribers a special chiropractic offer, as your way of thanking them for their loyalty. Be aware, that a bulk of your subscribers will not be local to your practice. However, these subscribers will provide SEO juice for your blog which will gain more readers and therefore more subscribers.
Design your newsletter to fit your brand. Your email campaigns should match your brand’s look and feel. If you’re using a template, you might want to customize it to include your company’s colors and logo in the header. If your emails are consistent with the rest of your company’s content, then readers will feel more familiar from the start. Tip #96 in this blog post will help you to connect the dots.
Make it scannable. Your subscribers are busy people who get a lot of emails daily, so it’s safe to assume you don’t have their undivided attention. Instead of one long block, break up your content into short paragraphs. Include subheadings and images to guide readers through your email and make it easier to scan, and add a teaser to the top of your newsletter to tell subscribers what’s in store. If you’re sending a long article, consider inserting a “read more” link so people can get to the rest when it’s convenient for them. Your subject line should be to-the-point and easy to digest, too.
Below is a real copy of how my Chiropractic Email Newsletter Looks like. It is RSS driven. When I publish a new blog post it goes out automatically to my email list. It is that simple.
Send people content they want. Email newsletter services offer features like groups and segmentation to help you make your content relevant to the people reading it. If you’re sending different emails for different email lists (for example, a cash paying patient or personal injury patient), then you can ask people to check a box to join a particular email list signup form. Segmentation allows you to target certain subscribers on your list without assigning them to group. If your chiropractic practice is having a holiday special, then you could send a campaign only to people who were your patients before, because subscribers who live in other parts of the world don’t need to know about it. Sending relevant content will keep your readers engaged, and engaged readers look forward to your newsletter and share it with friends and members of their family.
Keep a publishing calendar. A regular newsletter is a commitment. If you go several months without sending anything, then your subscribers will forget about you, and they’ll be more likely to delete the next email, or worse, mark it as spam. Make time to plan, write, design, and send your chiropractic newsletters regularly.
Edit. Even editors need editors. When you’re working on your publishing calendar, leave plenty of time for the editing and revision process. Once you send a campaign, it goes straight to the inbox, and you can’t go back and update it. Newsletters contain meaningful content, and sloppy ones reflect poorly on the companies who send them. Grammar and style are just as important for email as they are for websites and blogs.
Test. Different email clients and mobile devices display emails differently. Send test email to yourself and see how it looks on a mobile device and desktop. Testing reveals design mistakes before it’s too late, and testing programs can predict whether or not a campaign will get caught in a spam filter. I personally use mailchimp. Avoid sending one big image as a campaign, and cover your bases with a plain-text option for every email.
Think about mobile. If a campaign doesn’t show up on mobile devices, it’s not going to perform very well. Everything you send should be mobile-friendly. According to the study, 63 percent of Americans and 41 percent of Europeans would either close or delete an email that’s not optimized for mobile. It is time to start using a responsive template that mailchimp has to offer.
Know your spam rules. A lot of innocent people send spam because they didn’t know any better. Read up on the CAN-SPAM act to avoid any trouble. Put simply, you’re allowed to send bulk email only to people who specifically asked to be on your mailing list. If you collected email addresses for a free chiropractic exam or massage offer, then you don’t have permission to send marketing emails about something else unless you made that clear at signup. Include an obvious unsubscribe link in every email, and don’t forget to remind subscribers how they got on your list in the first place.
Make it shareable. Send content that people want to share, and make it easy for them to do it. Sure, subscribers can forward your campaign to friends, but that’s a lot to ask. Include a public link to the web version of your campaign so people can read it outside of their email programs, and consider adding Twitter. LinkedIn. Google Plus and Facebook links to your newsletter, so readers can share your content where they’re already active. When their friends start sharing and subscribing, you’ll know it’s working.
Keep an eye on your stats. Most email newsletter services offer free reports that contain helpful information. Learn how to read and understand your reports, so you can use the stats to improve your campaigns going forward. Pay attention to your open and click rates, and identify any patterns that make those numbers go up or down. If a campaign receives a high number of unsubscribes, then try something different the next time.
Be friendly. Feel free to use a casual tone in your email newsletters. Since most emails come directly from one person, people expect human voices in their inboxes. There’s a good chance your subscribers are already in a informal frame of mind when they’re checking their email, so an overly formal or stodgy voice might seem out of place. Plus, they’ve given you their email address, so you’re already on a first-name basis. If you collect first names on your signup form, you can dynamically include them in your email greetings.
Only send email if you have something to say. This one seems obvious, but too many chiropractors start email newsletters with no plan and nothing to say. Email is simply a way to publish content—the content itself has to come first. Before starting a newsletter, make sure it’s a sustainable commitment that will help you achieve your business goals. Otherwise, you’ll be wasting your subscribers’ time and your own time. Ask yourself: What’s the goal for this kind of communication? What do we have to say? How will we measure success? Send thoughtful newsletters, and keep the focus on your company’s message.