Blogging is another great way to grow an email list among email list building tools, encouraging patients to sign-up for your e-newsletter
Email has made chiropractors’ lives so much simpler, including patient outreach and the ability to build exemplary email lists to cater to current patients and reach new ones.
Devin Schumacher, co-founder of SERP, a digital marketing agency, has tips on email list building tools, outreach, and hurdles to watch out for. What follows is our interview, edited for length and clarity.
What are the first actions steps DCs should take to build their email lists?
The first thing they should do to build their list is decide on a freebie or offer that will entice people to share their email address. And because consumers are becoming very sophisticated and are used to marketing techniques, it needs to be something that has real value.
Possible incentives: A small discount on their first service. A free consultation. Email reminders when it’s time to refill prescriptions or purchase over-the-counter products. A checklist of stretches they can do at home to ease back pain.
What each doctor chooses for email list building tools will depend on their practice and what they’re comfortable offering.
Can chiropractors simply add their patients’ emails addresses to their lists?
No, chiropractors must have patient consent before they can add a patient email to their marketing list. The best way to get permission to market to patients is to offer an incentive.
Patients agree they may receive marketing communications from the chiropractor’s office in exchange for the incentive.
The days of patients signing up to get a newsletter are long gone. If you want the privilege of marketing to your patient via email, there needs to be a benefit to them.
What are some of the easiest and most cost-effective email list building tools for DCs?
They need to have sign-up forms everywhere. There should be forms on their website. They should have a sign-up reminder at the front desk where the patient checks in and another where the patient leaves if those are in different areas. “Sign up for our email list if you haven’t yet done so.”
Attach a reminder to the intake forms that your patients can fill out with the first or return visits, “Have you signed up for our email list yet? You’ll get AMAZING BENEFIT when you do so.”
It might feel like overkill, but people often need to be reminded of or see an offer several times before they sign up.
Blogging is another great way to grow an email list among email list building tools. You can add sign-up forms to each blog post, encouraging potential patients to sign up for the email list. And blog posts are a great way to capture organic search engine traffic.
If DCs are starting out [building their lists], just choose something to offer patients and potential patients. The DC can always change their mind and offer something different down the road. They don’t have to be married to their first choice.
What are the biggest mistakes DCs can make when trying to build their email lists?
The first mistake would be waiting. DCs will wait to come up with the perfect offer. They’ll wait until the website is perfect. They’ll keep putting it off for a myriad of reasons. The sooner you start collecting emails, the faster your list will grow.
The other mistake is not offering some sort of incentive. Consumers don’t want another email or newsletter in their inbox — you have to earn your way there. Create an offer with real value. It doesn’t have to be expensive; it doesn’t have to be over-the-top, but it should show patients you have their best interests in mind.