Email lists manage to reconnect with your former email subscribers and bring them back with personalized and insightful content
Any digital marketing guru will tell you that it is important to email list manage and build and maintain your email subscribers so that you can convert potential patients to actual patients.
While that certainly is important, there is one issue that is often overlooked. What should you do if you start to lose subscribers? Should you just shrug your shoulders and chalk it up to an inevitable part of doing digital marketing? Or should you make a concerted effort to win back those prospective patients who seem to have dropped by the wayside?
If you decide to email list manage and reconnect with your former email subscribers, what is the best way to do so, and what are some of the common pitfalls to avoid? Furthermore, what can you do to avoid losing more subscribers in the future?
Provide value-added content
There’s no escaping the fact that providing digital content that people want to read is the best way to increase and maintain your base of prospective patients. In fact, a lack of relevant content may often be the top reason you lose subscribers to your email list.
If you want to spruce-up your digital content, try viewing it from the standpoint of your subscribers. Odds are good they have a full day, whether working from home or taking care of their children, so they may not have a great deal of time to spend going through their email inbox.
If your emails come across as just another marketing push, they are likely to be discarded. Instead, provide content that is educational and informative, rather than trying to sell your services. Discuss the benefits of chiropractic care in general, rather than the specific benefits of your practice. For added value, consider including wellness tips, such as a stretching exercise or a healthy recipe.
Get personal
Would you be interested in doing business with a company that sends you email marketing material starting with “Dear Valued Customer”? I’d be willing to bet no, based on the cold, impersonal salutation. Your email subscribers almost certainly feel the same way. They may wonder if you or your staff will be equally cold and impersonal, leading them to unsubscribe from your emails.
Fortunately, solving this problem is relatively easy. Most of the popular mass email programs are able to insert the proper information from each data record to produce emails that use the first name for each subscriber. Next, rework your content to be more informal and personal. You might consider including some candid pictures of you and your staff to add an even more relaxed theme to your emails.
Engage on Social Media
Emails are certainly a good idea, but you should be thinking further. Your subscribers should have a means to find out more about you, your practice, and the services you provide. This is where social media platforms, such as Facebook, Instagram and Twitter, become vital.
Such platforms should work in conjunction with your emails to drive subscribers to your website. The advantage to having an integrated digital marketing campaign is that it may increase your chances of recapturing those prospective patients who unsubscribed from your emails.
For example, a prospective patient who is visually driven may be more willing to engage with you via your Instagram account than your emails. This is why it is so important for your emails to include active links to each of your social platforms, as well as your website.
Email list manage: getting ahead of losing subscribers
Let’s be honest – the best way to guard against losing email subscribers is to not let it happen in the first place. There are several ways that can help with this from an email list manage perspective. You might want to consider surveying your current subscribers to get a sense of the content they want to see more or less often. Sometimes, having a friend or family member look over the content can provide a fresh perspective.
Regardless of how you decide to handle reconnecting with former email subscribers, the important lesson is that you find a way to do so. A lost subscriber is a lost opportunity to convert a prospective patient into an actual one.
