Creating an Email Newsletter People Will Actually Read
Think about how many emails you’ve already scrolled past or deleted this week without even reading them. Why were you not engaged? What could they be doing better? These are questions you can consider as you think about writing your own email newsletter, but we will also give you a few tips to get you started.
Consider the goals of your practice and whether other businesses in the medical industry have a successful email newsletter. Hint, they do. Email newsletters can inform your patient of new treatments and specials and encourage them to schedule appointments. You can also include links to blog posts about relevant procedures or common questions that your clients might be interested in. Whatever you choose to include in your newsletter, make sure it has one consistent focus with a balanced variety of content. Review examples from other medical practices and businesses outside the medical industry to give you an idea of how to create your newsletter and what you should include in it.
Many businesses use emails to encourage sales, but you might want to make your newsletter more informational since constant emails asking people to buy services can become bothersome. Instead, give them information about those services, such as the benefits or why they might be a great candidate, and let the information guide them to schedule that consultation. Sending out occasional promotional emails can still be effective, but save the promotions for new services and specials.
Once you have a focus for your newsletter, set up a “Subscribe” page that tells your clients and future subscribers what will be included in the newsletter, how often they will receive it, and who the email will be coming from.
You can continue to inform readers within your newsletter by including a call to action (CTA) at the end of every email. Remind your readers how they can connect to your office by linking to the contact page on your website and including the office’s telephone number. Since you don’t know whether existing or potential clients are viewing your newsletter, you may also want to include the name and location of your practice.
The first thing your subscribers will see is the email subject line and this must grab their attention if you want them to read the email itself. Don’t be afraid to make your subject lines fun, witty, and engaging. You can even design your emails to address the subscriber in the subject line. For example, “Emma: Save Now on Fillers and Injectables!”
The design of your newsletter is also important, but you want to blend creativity with a simple design to avoid a cluttered look that may distract readers from the newsletter’s main message. Make sure this design is functional and looks good in both a desktop and mobile view.
Although it may seem like a step in the wrong direction, setting up an “Unsubscribe” page is just as important as the “Subscribe” page. Having an unsubscribe page keeps your newsletter from falling into the “Spam” folder because this shows you are reputable. Unfortunately, people may unsubscribe from your newsletter but when this happens, it’s important that they can do so easily. Design your page in a simple, clear way that will not make it difficult and frustrating for subscribers who want to leave.
Digital Limelight Media (DLM) can help you create an engaging email newsletter and marketing campaign that will keep patients coming back, both to your website and office. Give our office a call or schedule a 15-minute meeting to learn more about the services we offer and how we can help your business grow.