Why the welcome message is so important in email marketing

Your welcome message when email marketing to new patients could be a make-or-break proposition to keep them interested in your content

When you were growing up, your parents probably told you countless times to make a good first impression. Whether it was the first day of school, a first date or an interview for your first job, your parents knew that it was important to look and sound your best to make a favorable impression. Although you are now out on your own, running a practice, that advice from your parents still holds true, especially when it comes to your welcome message when email marketing to new patients.

You want to make the best first impression, particularly when it comes to digital marketing, given how commonplace it has become in today’s modern world. As just one example, emails have replaced traditional postal mail, providing a ROI that is thousands of times better. However, this does not mean that you should format your marketing emails as you would your old postal flyers or brochures.

Email marketing is booming

There’s no question that the advent of the digital age has revolutionized marketing. Nowhere is this more evident than with the use of email to contact prospective customers.

As just one example, companies that incorporated email as part of their marketing strategy saw an average 4,400% return on investment (ROI). In other words, they received $44 in value for every dollar they spent in their email marketing campaign. At the same time, however, the open rate for email is only slightly less than 23%. This clearly shows that there is always room for improvement in the area of email marketing.

First say thank you

No doubt your parents also taught you the importance of saying thank you. It’s a good reminder to start out doing just that in your welcome email to potential patients who have signed up to receive marketing information from you.

Doing so lets them know that you appreciate the trust they have placed in you by being willing to provide you with their name and email address. In a digital age rife with both spammers and scammers, it takes a certain leap of faith for a potential patient to give you their personal contact information. Show them gratitude in kind.

Keep your promises in the welcome message

If a prospective patient subscribed to your email list as a result of a promotional offer, such as a discount code, you must honor that promise. Be sure to include the information on how to claim that offer in your welcome message email.

Again, this helps build trust and shows that you operate in good faith by delivering on what you promised. This also serves as inducement for prospective patients to open and read any future emails you send, as well as hopefully convert into actual patients.

Stand out from the crowd

Here’s your chance to brag about yourself. There is any number of chiropractors that potential patients can choose to see. What makes you the one they should pick? Do you focus on sports chiropractic? Pediatrics or geriatrics? Prenatal care? Now’s your chance to talk about why going to a specialist, rather than just a general DC, can produce better outcomes. Briefly in your welcome message talk about your care philosophy and what makes it unique.

Promote your social media

Part of the reason that you are sending prospective patients this introductory email is to help build your digital marketing base. Therefore, you should include links to other social media platforms where you have a presence.

The easiest way to do this is to include the links directly in the email, preferably as a clickable icon. This makes it as easy as possible for prospective patients to find your other social media sites online.

Provide options

One big lesson from the advent of digital marketing is that no two online consumers are alike. Some want to receive as many promotional emails as possible. Others may only want emails regarding specific services or products. Some might only want to get informational updates, such as when purchased products have shipped.

Finally, there will be those who just want to opt out entirely. This means that you should include not only a section on how often prospective patients should expect to receive emails from you, but instructions on how to change settings for how often to get emails or opt out entirely.

Entering the world of digital marketing can feel rather overwhelming at first. However, if you think back to the advice your parents gave you time and again, you will see that it can be done with a good welcome message: be confident; say thank you; and be attentive to your prospective patients’ needs.