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Chiropractic email marketing mistakes have the potential to cost your practice big time.
Did you know…
There will be 4.3 billion new email accounts by 2023.
Let That Sink In…
For businesses, that’s more than four billion opportunities to connect with people and deliver your unique message of health.
A formidable email marketing campaign helps you to target and personalize content.
You’re able to craft subject lines that speak to different patients and guide them through their journey.
And, whether they are prospective patients, new patients, or inactive patients…
Email allows you to connect with them directly for free.
Email marketing also builds brand credibility.
When a user receives a permission-based email…
They look forward to your messages.
Those are just a few of the reasons we believe that email marketing is one of the best ways to Teach & Invite Consistently
For example, each week with ChiroEmails, you can automatically deliver an engaging email to your entire list (on autopilot) that follows this strategy.
"Social media is how people communicate and how we share our story. I attribute my growth to what I'm doing with The Smart Chiropractor."
Dr. Mike Mills, DC
Mills Chiropractic
Teach
These emails teach your audience how to live a healthier life (using our incredible content campaigns) and then invite them to take the next step.
Invite
The invitation is the call to action to “Schedule an Appointment”, which helps drive traffic to your website and fill your schedule.
Now, before you go on a subscriber sign-up spree, it’s important to educate yourself on the top chiropractic email marketing mistakes.
Chiropractic Email Marketing Mistakes 101
And if you’re using emails to market chiropractic services, you need to know what not to do.
Here are the most common chiropractic email marketing mistakes we’ve seen.
1. Forgetting to Put Your Best Face Forward
Making a great first impression isn’t reserved for first dates.
Always put your best digital face forward.
And Remember…
When a someone takes action and subscribes, don’t wait until they experience your service to contact them.
This is a big one as far as chiropractic email marketing mistakes go.
No one likes to be ghosted!
Send them a tailor-made “Thank You” email right away.
If your new subscribers opt-ed in from a lead magnet – maybe you offered a free guide to relieving low back pain – be sure to deliver it ASAP.
(Sample from ChiroEmails)
We’ve all entered our email address on a website before and immediately opened our inbox waiting for the download we were promised.
Watching an email inbox is pretty much like watching a pot and waiting for water to boil.
The closer you watch, the longer it takes.
So don’t leave your new subscribers hanging!
Make sure your email automation is set to deliver the goods as soon as possible after the subscriber opts-in.
Pro Tip
Remember to provide all of your practice’s contact information in the footer (bottom) of the email and encourage them to call as soon as possible using a clear call to action.
This is how you stay out of the junk folder.
2. Leaving Out a Strong Call to Action (CTA)
Contrary to popular business practices, CTA’s aren’t reserved for blog content.
A CTA is a call to action.
It invites or entices a user to take the desired action.
Call to Action Examples
- Liking a Blog
- Following a Social Media Channel
- Scheduling an Appointment
- Buying a Service
Email content resembles that of a blog, so don’t eliminate a strong call to action.
If the intent of the email serves to promote a service, invite them to schedule an appointment.
Don’t leave it up to the user to figure out what to do next.
Make the CTA clear, easy to find, and say it more than once if it fits well.
(Sample from ChiroEmails)
At The Smart Chiropractor, we call the “call to action” your invitation.
It’s your opportunity to guide your patient towards their next step in the process.
This is not the time to be ambiguous.
Pro Tip
A confused mind never buys…
So be exceptionally clear with your invitation.
3. Unprofessionally Designed Emails
If you’re providing a professional service, make sure all your correspondence reflects the same.
Refrain from sending out amateur-looking emails.
With Chiroemails (now included in The Smart Chiropractor), we spend extra time building a library of beautifully-designed temples for our members to use.
(Sample from ChiroEmails)
Design Matters!
If your emails look like they were made by someone who doesn’t know what they’re doing…
The assumption will be that everyone in your practice doesn’t know what they’re doing (including you).
It’s easy to see why this makes the list of our top chiropractic email marketing mistakes.
We’ve seen far too many docs relegate their email marketing to their office manager or front desk staff who has no design or real marketing experience.
Not a good idea!
Why?
Email marketing can be one of the highest ROI marketing activities in your practice.
It’s estimated that for every $1, you should return $42.
It’s crazy to leave this to chance.
Pro Tip
Don’t be fooled into thinking your email marketing is being taken care of by your website provider or your EHR company.
We’ve looked at their systems, and let’s just say, they leave a lot to be desired.
You want a team with specific expertise to help you with your messaging and marketing.
Most EHR email systems send nothing more than appointment reminders.
And that’s not giving the EHR companies any grief.
It’s just that marketing a practice well with email is a specific project requiring specific product knowledge.
So don’t trust your email marketing to someone who’s not an expert.
Remember…
Don’t assume all audiences appreciate foul language or slang.
Emails that contain improper language turn users away.
Spelling and grammatical errors scream unprofessionalism as well.
There’s a massive difference between the “drop-table” and the “drop-fable” technique (see what we did there?).
You’re not fixing someone’s back with a short story.
Misspelled words give them the impression of laziness and lack of attention to detail, which isn’t a good look for any business.
Make Your Email Marketing Strategy Work
Don’t let these common chiropractic email marketing mistakes kill your practice growth.
Keep your content professional and straightforward if you want it to be effective.
Get This…
Last year, ChiroEmails delivered over 4 million emails to hundreds of thousands of people around the world.
The data we’ve collected has provided a considerable advantage for our members.
Big data has helped us craft our best practices, improve our open and click-through rates, and continually get better and better results for our docs.
Click here to read more.
(And don’t forget, The Smart Chiropractor now includes ChiroEmails too!)
