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The ROI of Chiropractic Email Marketing
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 this year alone.
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.
The Smart Chiropractor's Guide to Doubling Your Patient Retention with Email
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 Patient Pilot, you can automatically deliver an engaging email to your entire list (on autopilot) that follows this strategy.
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.
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.
The 3 Most Common Chiropractic Email Marketing Mistakes
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) — No Automation Opportunities
Making a great first impression isn’t reserved for first dates.
Always put your best digital face forward.
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.
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.
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) — No Strong or Clear Calls to Action
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.
At Patient Pilot, 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.
A confused mind never buys…
So be exceptionally clear with your invitation.
3) — No Brand or Messaging Consistency
If you’re providing a professional service, make sure all your correspondence reflects the same.
Refrain from sending out amateur-looking emails.
With Patient Pilot, we spend extra time building a library of beautifully-designed temples for our members to use.
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!
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.
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.
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.
A Word About Patient Pilot by The Smart Chiropractor
Looking for more guidance, tools, retention tips, and chiropractic marketing ideas to help you build your chiropractic email list and avoid common chiropractic email marketing mistakes and to 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 handy guide that covers how to avoid many common chiropractic email marketing mistakes…
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…
When you have holes in your bucket, and the faster you dump new patients (water) in the top of the bucket, the quicker it will pour out the sides (retention) and bottom (reactivations) until you seal the holes.
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 your chiropractic emails.