A Step-by-Step Guide to Chiropractic Email Marketing

The Real ROI of Chiropractic Email Marketing

If you aren’t already engaging in email marketing for your chiropractic practice, you’re missing out.

Email marketing has been around for over 25 years, so it’s not the newest marketing strategy on the block, but it’s the most consistent and reliable.

Instead of jumping from Snapchat to TikTok, you spend your time more wisely by focusing on chiropractic email marketing.

With email, you’re not at the whim of some crazy algorithm that can push you from thousands of views to just a few dozen overnight. YOU control your email marketing.

It’s a controllable marketing asset (assets are resources that GENERATE revenue) that allows you to communicate with your audience and health tribe directly, no middle man required.

How to Get Started with Chiropractic Email Marketing

For chiropractors, regular emails can help strengthen your relationship with your patients, enhance your SEO, warm up cold prospects, and generate a consistent stream of patient appointments to your calendar.

But if you’re new to the idea of chiropractic email marketing, where should you start?

We’ve got you covered.

Here’s a step-by-step guide to kickstart your chiropractic email marketing strategy from start to finish.

Step 1: Create an Email Marketing Plan

As with any marketing strategy, you’ll need to create a plan first.

We call this strategy “Teach & Invite Consistently”.

Every week deliver an email newsletter that provides engaging content to your list.

Then, please take the opportunity to invite them to take the next step with a strong and compelling call to action.

(In our experience of sending over 1M+ emails per month for our Patient Pilot members, we’ve discovered that a call to action of “Schedule an Appointment” that links directly to your online scheduling tool is a great way to generate consistent patient appointments week after week through email.)

Weekly newsletters are just one of the many email campaigns you can have in your practice.

The best part about automated email campaigns is that they work all day and all night.

Automated email campaigns run while you sleep and don’t require any paid time off!

Other email campaigns you can include are referral campaigns, event campaigns, review campaigns, product campaigns, and many others.

We speak to practices all the time that tell us they have a team member who “does their email”.

But suppose that team member is not an expert on deliverability, subject line creation, body copy, image placement, and crafting compelling calls to action.

In that case, you are leaving a ton of opportunity on the table.

After you start your campaigns, don’t forget to track your results to see how your strategy measures up as you go.

Not sure what stats to track? Grab our Ultimate Email Marketing Guide here!

Step 2: Define Your Email Audience(s)

Hopefully, you already have a pretty good idea of your target audience from your work with SEO or other content marketing strategies.

However, if you haven’t thought it over, now is an excellent time to define yours!

In Patient Pilot by The Smart Chiropractor, you can define your audience by segment or subscriber list.

Having a few different subscriber lists is a great way to maximize your open rates, click-through rates, and results!

By having different subscriber lists, you can tailor your emails based upon the subscribers’ interests.

For instance, you may have a subscriber list of new patients who receive your new patient onboarding email campaign.

After completing that campaign, these patients may start receiving your weekly newsletter.

But you probably would not want everyone who receives your weekly newsletter to all of a sudden start receiving your new patient onboarding sequence.

Subscriber lists help you keep each audience separate and your messaging on point.

Step 3: Find Your Voice

No one said you have to send out stuffy, formal emails.

Instead, find the approach that works best for your practices’ brand personality.

You’ll also want to try offering different types of content.

For example, emails with educational resources and information provide value to your patients.

Other emails might include updates on events, your practice, or your team.

Whatever you decide to write, don’t be afraid to engage in a little testing to see what works better with your audience!

Step 4: Personalize Your Emails

You probably already have a few ideas about how you can start using chiropractic email marketing in your practice.

As you begin sending emails, also keep in mind the importance of personalization.

An example of personalization is using someone’s first name in the email.

Now, don’t get nervous – you don’t need to go in and write out each email individually!

Merge fields is the technical term used for personalization.

Almost every email system in the world has it, and if yours doesn’t, it’s time to look for a new email system!

Merge fields take commonly stored information such as first name, last name, etc., and allow you to place it into all of your emails at scale.

Below is an example of what a merge field might look like.

If you don’t have the first name of every patient in your system, it’s ok. You can easily set a default of “friend” or something similar to insert when the first name is missing.

Pretty cool, right?

Step 5: Reach Out to Prospects to Generate More New Patients with Email

With today’s automated email marketing solutions, it’s easier than ever to connect with new patients.

You can create a sequence of autoresponder emails that engage with potential new patients.

With a series of educational and helpful emails that provide genuine value, you may be able to convert them with little effort on your end!

Two of our favorite examples include exit-intent popups and lead magnets.

Both are currently available in Patient Pilot by The Smart Chiropractor.

Exit Intent Popups are the boxes that pop up on your screen when your cursor moves toward the “back” button.

It’s designed to pop up on the screen when a website visitor is getting ready to leave your website.

These are incredibly effective at list building.

That means if you have 1,000 people visiting your website each month, an exit-intent popup could add 100 of those people to your email list.

If you have a great campaign set up for them, it’s not unheard of for 25% to become patients.

That’s 25 new patients each month to your practice by adding a great exit intent pop up and follow up sequence!

Lead magnets are also a great way to build your list and show patients the benefits of your care.

Lead magnets are great because you get a laser-focused picture of that person’s interest. For instance, if they download a “How to Get Rid of Low Back Pain” PDF, then you have a pretty good idea they are struggling with low back pain!

By understanding the patient’s specific interest based on the lead magnets they’ve downloaded, you can craft a super impactful follow-up sequence that provides value and invites them to take the next step with your practice.

Making the Most of Your Chiropractic Email Marketing

Remember that your chiropractic email marketing will always be a work in progress.

Even as you learn new methods and try new strategies, you should regularly revisit your plan to see what’s working best and what’s not.

Continue evolving and amplifying your content and tailoring your newsletter messaging to create genuine connections and long-term relationships.

If you’re just getting started with chiropractic email marketing, don’t forget to check out our helpful free chiropractic marketing tools, reports, and guides.

Each guide is packed with useful tips and resources to help your healthcare practice move the needle.

A Word About Patient Pilot by The Smart Chiropractor

Looking for more guidance, tools, retention tips, and chiropractic marketing ideas to help you start attracting new chiropractic patients and help your practice grow?

We’re here to help.

Over the past year, our team of chiropractic marketing geeks at The Smart Chiropractor has worked with over 300 practices and sent over 10 million emails.

(And we’re thrilled that our average doctor has seen an 11X ROI from their email marketing efforts!)

There’s one BIG thing we learned from working with practice after practice after practice that we’ve kept in mind as we crafted this step-by-step guide to chiropractic email marketing…

Too many chiropractors with holes in their schedule form their marketing strategy around the notion that they have a new patient problem.

However, that’s often NOT the case.

Think of it this way…

If you have an email list of over 300 patients – that’s 300 local patients that have walked through your doors and experienced your care – it’s not true.

With a list of that size, what you almost certainly do have is a patient retention and reactivation problem.

That’s where Patient Pilot comes in.

Our automated email campaigns were designed to help provide patients with a fantastic experience that, in turn, can help fill the holes in your practice’s patient bucket and generates excellent ROI.

Click here to schedule a demo and see how Patient Pilot can transform email marketing in your practice.