According to email marketing and automation experts Campaign Monitor and their 2016 Year in Review, you can expect to earn $44 for every dollar spent on your email marketing campaign.
This amount is an increase of a $38 return on investment (ROI) found just one year prior, with email marketing bringing in 174 percent more conversions than social media marketing as a whole.
Put simply, throwing a small amount of cash at your email marketing efforts can bring about great returns. But how can you ensure that your chiropractic newsletters have that type of impact on your revenues? Here are six tips based on Campaign Monitor and their statistical findings.
Make sure they’re mobile ready
Campaign Monitor found that 68 percent of email recipients open their email newsletters on a mobile device. Thus, you want to make sure the bulletins you send on behalf of your chiropractic office can easily be read on a smartphone or tablet. If not, you may find that your newsletters will go unopened, if not unsubscribed from completely.
Automate the process
Having an automated email process provides a number of benefits. First, there are fewer steps you and your staff have to manually take because the system will take care of sending the emails for you. Second, you’re able to write the newsletter when you have time and send it out later, reducing the likelihood that you’ll forget because you’re too busy.
A third and very compelling reason to use email automation platforms or software is that it can increase your potential revenues by as much as 320 percent says Campaign Monitor.
Personalize your email newsletters
Have you ever received a newsletter from a business that started out, “To Whom It May Concern,” or, “Hello Valued Customer!”? It isn’t quite the same as receiving correspondence that begins with, “Hey there, Jim!” or “Good Morning, Janice!” is it? Personalizing your emails shows your chiropractic patients that you care enough to address them by name.
It can also improve open rates and increase customer engagement according to Campaign Monitor’s numbers.
Make them shareable
Although Campaign Monitor findings suggest that email marketing may be more effective than social media when it comes to conversions, that doesn’t make marketing via Facebook, Twitter, Instagram, or any of the other countless social platforms useless.
Making your emails shareable increases the size of your potential audience, enabling you to interact with people who aren’t already signed up to receive your monthly, semi-monthly, quarterly, or otherwise regularly scheduled newsletters.
Set an appropriate “From” name
Another important statistic provided by Campaign Monitor is that 68 percent of email recipients decide whether or not to open the email based solely on the name that occupies the “From” column in their email inbox. Because the email is coming from your office versus you personally, you may want to use your business name as the email sender.
If it’s a long name, find a way to shorten it so that they can still tell that it’s from you, but mobile readers are able to see it in its entirety.
Give a good call to action
One of the first rules of good copywriting is to tell the reader exactly what you want him or her to do. If you don’t, they’ll likely do nothing. For example, if you want to get your newsletter readers in for a specific service that you just started to offer, you may conclude that portion of your newsletter with a call to action such as: “Contact us today to schedule your visit and learn more about this service!” You could even link the “Contact us” text to your contact page or appointment scheduler to help make their action easier and more seamless.
Sending email newsletters is a great way to grow your chiropractic business. Follow these tips and you can grow it even more.