If you’re spending time and energy putting together great chiropractic email newsletters, they deserve to be read.
But unfortunately, without the right email segmentation, your emails could be sitting in inboxes and never opened.
Email segmentation involves splitting your audience into different groups and sending targeted emails to each group.
It’s one of the best ways to reach existing and potential customers while delivering the most value.
Keep reading for three segmentation strategies you can use to improve your chiropractic email newsletter results.
Demographics are a simple and effective way to narrow your audience to those most likely to appreciate learning about your products and services.
As a chiropractor, you know your ideal clientele.
Perhaps you focus on pregnancy care, acute care, rehab, or wellness care.
Regardless, you can use that information to better inform your segmentation strategy.
According to Wikipedia, demographics are such items as age, race, location, sex, etc.
In chiropractic, there may be times when you’d like to segment your email list by location or age.
For example, you may choose to showcase different benefits to your over 65 patients than you would your under 24-year-old patients.
Segmentation based on demographics can help you laser focus your messaging. In the marketing world, it’s been said that confusion kills conversion.
Said another way, a confused mind never buys.
The more clear you are with your care’s direct benefits, the more likely the recipient of the message is to want to take action.
You may ask how they spend their time or what’s most important to them about their physical health.
This information can help you tailor your email marketing content and strategy to get the best results.
An example of this would be our Smart Emails Lead Magnets.
Lead Magnets are “offers” you put on your website in exchange for your visitor’s email address.
For example, you may add a pop-up on your website that offers the visitor a “7 Days to Low Back Pain Relief” guide in exchange for their email.
Well, it’s pretty safe to say that anyone who downloads that lead magnet has back pain!
Now you can follow up with that person via email, in a specific way, helping them take proactive steps to overcome their low back concerns.
These types of lead magnets, or funnels, are a great way to turn your website into a high-quality, new patient machine.
Members of The Smart Chiropractor have access to multiple lead magnets and automatic follow-up email sequences that set your new patient generation on autopilot.
You can also use geographic area for segmentation.
As a chiropractor, you generally serve a specific community or group of communities.
Most chiropractor’s circle of practice is a radius of 5-15 miles around their practice location.
As you build your email list, you may notice that some people on your list are not within your circle of practice.
Special “in-clinic” offers may not apply to people on your list who live 20, 200, or even 2,000 miles away.
Segmenting your email list based on geography can help ensure that your in-clinic offers only reach those people who have the opportunity to take advantage of the benefits.
On the other side of the coin, you’re going to want both your local email list subscribers and anyone around the globe to see the promotion of your products in your eCommerce store.
In the specific case of email newsletters, your goal should be to write them in a way that appeals to all of your subscribers.
The Smart Chiropractor Weekly Email Newsletters are written this way.
By focusing on popular health topics (our Monthly Campaigns and Weekly Topics), you can then use each newsletter as an opportunity to Teach & Invite.
Take a moment to teach your subscribers something about their health, and then you’ve earned the opportunity to invite them to take the next step. For best results, be consistent.
Stage of Your Patients Journey
Your email newsletters should have wide appeal, but you should consider whether you want to change your email distribution and content based on the type of customer receiving the email.
The emails they receive may vary based upon where they are in the patient journey.
Segmenting new patients is one way to think about this.
We recommend all of your new patients receive a Welcome to our Practice new patient on-boarding sequence before they begin receiving your weekly email newsletter.
A new patient on-boarding email sequence can provide an enhanced, first-class patient experience by setting expectations and clarifying exactly how they can receive the best results for your care.
Segmentation is important because you definitely would not want every email subscriber to start randomly receiving a Welcome to our Practice new patient onboarding sequence.
Making the Most of Your Chiropractic Email Newsletters
You can use your chiropractic email newsletters to grow your practice, increase retention and build your brand.
And using segmentation can help you optimize your delivery and improve your results.
Using the segmentation suggestions above, you can make the most of the content you’re creating.