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Why Chiropractic Emails = A Powerful Marketing Strategy
Email marketing is an important marketing channel for your chiropractic practice.
Since the first email was sent in 1971, it has become one of the most popular communication methods in the history of the world—it’s estimated that over 300 billion emails are sent each day!
That may make you think there is a lot of “noise” and “competition”, but the truth is…
Over 299 billion of those emails are terrible!
Writing a great batch of emails is still a super effective way to drive engagement, new patients, reactivations, and product sales.
You may be sitting there with a massive list of email subscribers, but for some reason… your emails don’t convert.
(Hint: it’s probably a subject line or call to action issue).
The Smart Chiropractor's Guide to Doubling Your Patient Retention with Email
Or maybe you’re just getting started, have a small list, and want to make sure that you aren’t sending anything that results in a ton of unsubscribes.
We’ll address it all right here.
The bottom line is that emails are still a very powerful marketing strategy—you can reach an unlimited amount of people consistently.
So, why do your email campaigns not get the conversion rate they deserve?
3 Key Ways to Optimize Your Practice’s Chiropractic Emails
Here, we’ll share 3 tips on how to improve your chiropractic email marketing strategy.
Plus, we’ll show you what you need to include in your chiropractic emails to get max results.
Let’s dive in!
“The Smart Chiropractor’s tools are simply the best ROI I have seen in 20 years of practice.”
Dr. Mike Marino, DC
Marino Chiropractic Clinic
1) — Invest Time in Your Subject Lines
How many emails do you think most people receive each day? 10? 20?
You might be receiving dozens of emails from all sorts of businesses trying to engage with you.
It’s fair to say that not everyone will read each email.
Most of us scroll past them, and they can sit in our inboxes for years.
(Seriously, we were sitting with a friend last weekend who showed us her phone… there were over 100,000 unread emails in her inbox!)
So, how do you ensure this doesn’t happen to your chiropractic emails?
You need to write a descriptive and compelling subject line that grabs the attention of the reader!
Know This
A couple of things to keep in mind when brainstorming subject lines for your own chiropractic emails…
- Make them interesting, unique, and short to increase the number of customers that open them.
- Focus on the benefits you can provide, and take it easy on the medical terms.
Remember, you are sending your chiropractic emails to actual people!
Example
Which of these do you think is a better subject line?
- Disc Pathologies Can Lead to Degenerative Changes and Cervical Radiculopathy
- Why Your Arm Pain May Be Coming From Your Neck…
It’s the same concept and the same topic… just presented in wildly different ways.
Even if your patient is a doctor, the second email is still more likely to get opened.
Focus on your patient, what they’re dealing with, and how you can help.
This will get more opens every time.
At The Smart Chiropractor, we invest a lot of time crafting the right subject lines for our Patient Pilot members’ automated chiropractic emails, so we know they work.
Creating a compelling subject line is critically important.
Someone can’t take action on an email they never open!
2) — Lean Into List Segmenting
It’s fair to say that not everything will appeal to every single patient.
You’re likely to have people on your email list with different needs and buying patterns.
Because of this, you should target certain emails to specific groups.
Know This
List segments can increase your open rates, boost your click-through rates, and decrease your unsubscribe rates.
It’s a supercharger for the effectiveness of your email campaigns.
Smart marketers know the value of segmenting your email list.
Over 80% of email marketers report an increase in email open rates after segmenting, yet 70% of people using email don’t segment their lists!
Patient Pilot (a powerful chiropractic email marketing platform by The Smart Chiropractor) makes list segmentation super easy.
You can create an unlimited list of segments and then target specific emails to any of those lists.
Many of our docs have a “lead magnet” or email opt-in box on their website that automatically connects with Patient Pilot and places them into a specific list or segment.
It’s easy and incredibly impactful.
Know This
To do this, you’ll need specific data.
Try and gather information through sign-up forms, conditions, hobbies, health goals, etc.
Once you have this, you can target specific chiropractic emails to individual groups.
The engagement rate is usually a lot higher with this strategy.
3) — Format, Format, Format!
Nobody wants to open an email with huge chunks of writing to read.
If you send this to your customers, they’ll likely delete the email without a second thought.
Big blocks of uninterrupted text are difficult to read.
Keep your paragraphs to 2-4 sentences at most.
Know This
Once an email is opened, nothing matters more than formatting.
Writing copy (and specifically email copy) is a lot different than writing a paper in school.
Most of us are taught to write formally, which is the worst way to write copy for your emails.
Keep things fast paced, easy to read, and straightforward.
A great message that’s poorly formatted will never be read, but even a so-so message that is formatted well is very likely to be read.
With Patient Pilot’s weekly reactivation emails, we break the email into easy to read sections such as Bottom Line, Why It Matters, and Next Steps with big and bold calls to action.
Breaking up your emails into these sections helps people read the copy, which leads to more clicks and more engagement!
By doing this, you can keep people reading your chiropractic emails for longer.
They’ll be more invested in your message, and they’ll be more likely to take action.
Our Biggest Chiropractic Email Marketing Tip: Keep Your Focus on Creating Value
We hope you’ve enjoyed this deep dive into 3 key ways you can create chiropractic emails that not only engage but help you stay top of mind with your patients and your community.
As you can see, you don’t have to be a marketing expert to start making your chiropractic emails more compelling and exciting for your patients.
Do This
Before sending, always ask yourself if you received the email from your chiropractor, whether or not you would open the it.
If the answer is yes, you should be alright!
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 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 optimize your chiropractic emails…
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…
Know This
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.