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Email marketing is one of the most underrated and profitable digital marketing channels you have. Period.
Marketing your practice through chiropractic email campaigns isn’t going away anytime soon, and will remain one of your most valuable channels for years to come.
When you get started, you may have thought email marketing basically opening up Gmail, writing something up and hitting send, only with a bunch of people on your email list?
There is a lot more to email marketing then hitting the send button. Most chiropractors entire email marketing strategy consists of:
- Sending a random newsletter every so often
- Sending an email describing the new features of a product or service
This strategy is, well…weak sauce. It only captures less than 1% of what a complete strategy can accomplish.
You want to be sending your email list consistent, timely messages that teach them something valuable and invites them to take a next action step.
Since not everyone entered your practice on the same day, you’ll need chiropractic email campaigns and a strategy that works consistently over time.
You’ll want to…
- Organize your list based on new patients vs. existing patients.
- Understand the different ways you can (and should) connect via email.
- Map out your automation.
- Follow best practices so that your list actually looks forward to opening, reading, and taking action.
- Ensure that you are formatting your emails correctly to desktop and mobile that your deliverability remains high.
Let’s go through our 3 keys to success in more detail.
1. Organizing Your List
Connecting with your patients, at the right time, is critical.
For example, sending someone who you met at a local event a ‘welcome to our practice’ email followed up by a solicitation for a review/testimonial is not how you want to start a relationship.
The good news is that for most chiropractors, segmenting a list is pretty simple.
You likely have three types of people on your email list:
- New Patients.
- Existing Patients.
- Other (people who are not patients, yet).
Here’s the real beauty of chiropractic email campaigns, marketing and automation. Your ‘welcome’ email to your segments of existing patients, and ‘other’ patients can be pretty similar.
You’ll let them know what to expect, add some value, and then teach and invite consistently (we recommend reaching out via email 1x week).
Your new patients can receive an onboarding email sequence and then get automatically put into the existing patient list once the sequence is complete. This keeps them ‘warm’ and engaged while also generating consistent reactivations long term.
2. Email Types and Distribution
Before you begin installing an automated email system, you also need:
- Transactional Emails.
- Marketing Emails.
Transactional emails are sent because a potential patient took a specific action. Examples of transactional emails include support tickets, purchase confirmations, etc.
Marketing emails typically contain promotional material and may include your new patient onboarding sequence, weekly Research That Matters drip sequence, etc.
Broadcast emails are sent manually- meaning that you or a staff member selected a specific date it’s going to be sent. Examples of broadcast emails include announcements and special events.
Your goal is to have a majority of your emails be automated.
This saves you time and money- while also producing the best results!
3. The Best Chiropractic Email Campaigns
This is our favorite part of email marketing: creating campaigns.
This is your best strategy and how you move a patient through each step of your sequence to produce consistent and predictable results.
You’ll need three primary campaigns:
- A new patient onboarding campaign.
- An activation (long term drip or nurture) campaign.
- An event (workshops, webinars, etc.) campaign.
Remember, 3 campaigns does NOT mean 3 emails.
Each of your campaigns will contain several emails. Without the right campaigns your email marketing just wont work.
With The Smart Chiropractor, we build the automations and content for our members to have a new patient on-boarding campaign, weekly drip sequence, event sequence, and a success blast that are ready to roll on your first day of membership!