Email works. That’s right; email marketing is one of the most impactful marketing strategies you can implement for your practice.
With the right email marketing strategies, you can generate new patients, reactivate patients, sell products, offer digital services, etc.
The best part is that nearly all of this can be accomplished with automation meaning that you can have emails going out and patients scheduling around the clock without any extra work from you or your staff.
How do we know? It’s precisely what we do with Chiroemails, which is part of The Smart Chiropractor.
We send over 250,000 emails each month, and many of our docs are generating 3-5 patient activations every week, on autopilot.
Did you know that healthcare industry emails have an average open rate of 21%?
That’s far better than the native “reach” on most social platforms and way better than most ads’ conversion rates.
Email marketing isn’t free, but it’s the highest ROI marketing channel you have available for your practice.
One thing to look out for is mobile-friendliness.
Around 54% of emails are opened on the phone so patients can quickly access their healthcare information by email, and email has become a driving force in delivering healthcare information.
Keep reading, and we’ll guide you through our top email marketing strategies to help drive more patients into your practice.
Healthcare Industry Marketing Trends
In America, $10 billion is spent yearly on direct-to-consumer healthcare advertising.
The patient has become a consumer through all the different healthcare products advertised to them daily.
All of this advertising has led to intense competition for attention.
By delivering your message through email and by incorporating the right email marketing strategies, you have the chance to connect with your patients directly.
And with email available on tablets, phones, and desktops, you won’t be vulnerable to a specific device and ecosystem.
A key strategy for physicians, healthcare products, and treatments is email marketing.
Let’s walk through the different ways you can successfully incorporate email marketing into your practice.
Chiropractic Email Marketing Strategies
With a few quick updates, you have the potential to increase your email conversion rate.
If someone doesn’t even open your email, there’s no way they can take action. The first step towards “conversion” is to connect with your subject line.
Your end goal is getting more patients to come into your chiropractic practice, and we are here to help provide email marketing strategy tips.
1. Power of Creative Graphics
The “creative” is the image in the email. People prefer pictures to a lot of text most of the time when processing information.
Show appealing images of your doctor’s office, a video explaining your story, or a product image to help catch the receiver’s attention.
Emails that use a video have a higher click-through rate than those that don’t have one.
At The Smart Chiropractor, we’ve found that design and creative graphics are among the most critical aspects of creating conversions in your emails.
Personalized emails are more likely to be open and clicked because they seem relevant to the person receiving the email.
You can personalize the subject line by adding the person’s name.
Using someone’s first name in the subject line, introduction, or even body copy is an incredibly powerful way to influence behavior.
In ChiroEmails, we have “merge fields” set in every email that allows the patient to be addressed by name.
You can also personalize your emails by analyzing a consumer’s preferences.
You can then segment your audience and send them what medical service or product they most likely need based on what they recently viewed or bought.
3. Emotional Appeal
Use the emotion behind your marketing.
If you are looking to get more people to come to your chiropractic practice, send an email with an emotional success story to help build trust and recognition in your brand.
When you build trust and recognition, you will keep your emails out of people’s spam folders.
One way to build emotional appeal is through the careful use of case studies or testimonials.
If someone understands that someone, just like them, found success in your practice, they are much more likely to believe they too will find success.
The great thing about being a chiropractor is that over 85% of your patients probably have enjoyed great results.
Get used to showing off those success stories through your emails!
4. Call to Action
You want to make sure your email has a strong and straightforward call to action.
Whether you tell a patient to call or schedule an appointment, complete the action as bright and attention-grabbing as possible.
We’ve found that a bifurcated CTA (call to action) of Call Today or Click Here to Schedule an Appointment is clear, simple, and highly actionable.
5. A/B Test
You can use A/B testing on subject lines, creative, or copy to help see which part of your strategy works.
You can also see what needs improvement to get more conversions.
Testing is an essential step in the optimization process.
Sometimes, simple things, such as emojis or capital letters, can make a significant impact on the effectiveness of your emails.
Make sure you are using an email service provider that has responsive email formats.
You want to make sure your email will show up nicely on a desktop, tablet, and mobile phone.
Formatting gets back to being mobile-friendly.
Your email service provider should automatically adapt your image and text sizes to the appropriate device your patient uses.
Technology is pretty crazy, huh?
Start Email Marketing Today in Your Chiropractic Practice
Now that you have the email marketing strategies down, start working on your first marketing email or if you want your email all done for you, become a member of The Smart Chiropractor today.
A properly functioning email system, with multiple automatic campaigns, should be able to produce thousands of dollars each month in revenue for your practice.
If you’re not using and optimized for email, you miss a considerable opportunity to grow your practice.
The Smart Chiropractor can help you with your patient marketing.