Email newsletters and working across social, website, etc., platforms can take the results of your email marketing manager to new heights
Social media is the current wave to be riding to get the best results from your marketing campaign. More specifically, social-media platforms such as Instagram, which mainly relies on pictures to tell “stories,” seem to be the crest of that wave. While this trend toward emphasizing photos works great for certain businesses, such as art galleries and restaurants, it may not work so well as a main marketing focus for your chiropractic practice, which usually involves an email marketing manager.
Without added context as to what chiropractic care involves, potential patients are likely to be confused or, worse, scared off. The truth is that your chiropractic marketing campaign relies on the use of storytelling, primarily in the form of words, rather than pictures. This is why the e-mail newsletter should be the foundation of your marketing campaign.
The continued strength of email marketing
According to a leading email marketing firm, every dollar its clients spent on an email marketing campaign in 2019 brought in $42, which was a $4 increase from 2018. Furthermore, an email marketing research firm discovered that the amount of time people spent reading a marketing email actually increased by 13.4 seconds between 2017-18.
Despite what some high-tech marketing gurus might think, people are still responding positively to email marketing. The proof of that can be seen in the fact that they are willing to spend an increasing amount of time engaging with the email they receive.
With increased globalization and technology access, people are more likely to be accessing their email on-the-go from a mobile device such as a smartphone or a tablet. In fact, almost 70% of email recipients are likely accessing their email in this manner.
You should be considering how your newsletter is formatted for easy access on mobile devices. If you have ever been frustrated by trying to find a menu or open a link on your mobile device, consider how your patients will feel about receiving your email newsletter in such a format. If they can’t navigate it, they won’t read it.
Worse, they may then unsubscribe from future emails. This is where finding a marketing specialist who understands about email campaigns can be invaluable.
The personable email marketing manager
Who gets a warm feeling inside from opening an email addressed to “Dear Valued Customer”? How about “Hello Steve”?
Obviously, the second greeting from an email marketing manager is going to make patients feel more welcomed and special than the first one. Take those extra few minutes to personalize your writing. It will make all the difference in the world in terms of how your patients perceive you.
Don’t forget social media
While you might not want to have social media be center stage for your marketing campaign, it still plays a vital role in helping get your name and your practice out there for people to see. If you have a public event coming up, such as a booth at a health fair or a talk at your local library, don’t forget to also post about that on your various social media platforms for your practice, as well as include it in your email newsletter. You might also consider posting a link to a pdf version of your newsletter, so that your patients can easily share it with their friends and neighbors, or direct mail combined with email marketing.
You should think of your email marketing campaign as an exercise in telling the story of chiropractic and using pictures as your illustrations, and using the talents of your email marketing manager to work across marketing platforms.
Social media will then be the “support staff” for your email newsletter. By combining both time-proven storytelling and social media, you can create an email marketing campaign to match your practice.