Produce the perfect patients email and increase your chances of gaining new patients, even during challenging times
Almost any marketing expert will tell you the same thing about creating a digital marketing plan using email – your goal is to convert potential customers into actual ones. However, what those marketing gurus may not tell you is how to focus those emails to your specific needs in writing the perfect patients email.
After all, you aren’t trying to convince people to buy replacement parts for a vacuum cleaner. Rather, you are trying to educate them on the benefits of not just chiropractic in general, but your specific chiropractic techniques, philosophy, and services. So how do you tailor the general advice from marketing experts to your specific needs?
The perfect patients email: keep it brief
As the first real means of mass online communication, email opened the door for the advent of digital marketing. Although it is still a vital part of any online marketing campaign, it started as a mainly text-based medium, and can lead to excessive wordiness without any images.
The best way to avoid this is to keep the text to between 80-100 words. This accommodates smart phones and tablets, as well as allowing the entire message to show up on one screen, eliminating the need for scrolling.
You should use the email as your hook, with a link to a main article or information on your website. The idea is to have your email be the gateway to your other social media platforms, which will provide prospective patients with more detailed information.
Get to the point
Your audience is likely juggling many tasks simultaneously, including working from home, child care and homeschooling, and general household maintenance. They probably don’t spend much time reading email that is not related to work, so it is up to you to find a way to get their attention.
Bulleted or numbered lists are a great way to convey the most important information to your readers. A good format is to start with one or two sentences as a brief introduction, two or three bullet points to convey your information, and then one or two sentences to close out with a call for action (more on that below). The email should take your readers no more than two to three minutes to read.
Call for action
Now that you have introduced yourself to your readers and provided them with information, what do you want them to do? Should they purchase nutritional supplements or custom orthotics from you? Try out some new vegan recipes? Make their home office more ergonomic?
Whatever the main result you want from readers, for the perfect patients email state it clearly as the summary, along with any pertinent links. This makes it as easy as possible for readers to follow through on the action you wish them to take.
The key to converting prospective patients into actual ones is three-fold:
- First, you must capture their attention as quickly as possible.
- Second, you must quickly convey necessary information to them.
- Third, you must give prospective patients something to do with that information.
Following these steps will produce the perfect patients email and increase your chances of gaining new patients, even during pandemic conditions.