7 Easy Tips for More Effective Healthcare Email Marketing
With so many ways to engage your customers, it can be challenging to know what channel to use and when. If you're in the healthcare industry, you know that marketing can be even trickier. You have to be careful not to come across as too sales-y, but you also want to make sure that your customers know what you have to offer.
One great way to engage your customers is through email marketing. Healthcare email marketing can be a great way to connect with potential patients and build relationships with existing ones. However, it's important to keep a few things in mind when creating your campaigns. Here are seven tips for more effective healthcare email marketing. Let's begin!
What Is Healthcare Email Marketing?
In order to engage potential and current patients, as well as encourage referrals, healthcare providers must rely on marketing efforts. Marketing in healthcare has transformed in recent years to include email campaigns. Email campaigns are a cost-effective way for providers to keep in touch with patients about their health, wellness, and progress after treatment. Additionally, it allows providers to offer new services and share content that may be of interest to patients.
When done correctly, healthcare email marketing can be an effective tool for attracting new patients and retaining current ones. However, without the right strategy, your emails may end up in the spam folder or be deleted without being opened.
Top Tips To Create More Effective Healthcare Email Marketing
Now that we've answered the question "what is healthcare email marketing," it's time to take a look at some tips to create more effective campaigns. Let's get started!
1. Create Compelling Subject Lines
With so many emails being sent every day, make sure that yours stand out. Your subject line is your first opportunity to do this. The goal of your subject line is to get the recipient to open your email. To do this, you need to create a subject line that is compelling and relevant to your audience. For example, if you're sending an email about a new product, you might want to use a subject line like, "Introducing the new ____."
Keep in mind that your subject line should be short and to the point. Avoid using too many keywords or symbols, as this will likely result in your email being marked as spam.
2. Send Informative Content
Once you've gotten your recipients to open your email, it's time to send them informative content. This content could be in the form of articles, blog posts, infographics, or even videos. The goal is to provide value to your readers and keep them engaged. When selecting content for your emails, choose topics that are relevant to your audience and that will offer them some value.
Additionally, try to mix up the content you send. If you often send articles, use an infographic or video from time to time. This will help to keep your recipients engaged and looking forward to your next email. For example, if you're a provider who specializes in weight loss, you might want to send an email with tips on healthy eating. You could include a recipe, an infographic on portion sizes, or even a video on meal prep.
3. Don’t Send Too Many Emails
One of the biggest mistakes you can make with healthcare email marketing is sending too many emails. No one wants to be bombarded with emails, so it's important to find a happy medium. The general rule of thumb is to send one email per week. However, this may vary depending on your audience and what type of content you're sending. According to recent stats, 33% of marketers send weekly emails, and 26% send emails multiple times per month.
Sending too many emails can not only lead to unsubscribing, but it can also damage your relationship with your subscribers. If you're constantly sending them emails, they may begin to feel like you're more interested in selling to them than helping them. As a result, it's important to find a balance that works for you and your audience.
4. Use Images as Needed
Images can be a great way to break up text and add visual interest to your emails. However, you don't want to overdo it. In general, it's best to use images sparingly and only when they add value to your content.
For example, if you're sending an email with tips on healthy eating, you might want to include an image of a healthy meal. However, if you're sending an email about a new product, you might not need an image at all. The key is to use images as needed to add visual interest and break up text without going overboard.
5. Use Email Segmenting
Email segmenting is the process of dividing your subscribers into groups based on certain criteria. This can be helpful if you have a large list and want to send more targeted content. For example, you might segment your subscribers by their location, age, or even interests.
Using email segmentation can be a great way to improve your email open rates and click-through rates. When you send more targeted content, your recipients are more likely to engage with it. As a result, they're more likely to open and click through your emails in the future.
6. Always Include a CTA
Every email you send should have a call-to-action (CTA). This is the part of your email that tells the recipient what you want them to do. For example, your CTA might be to click through to your website or sign up for a free trial.
Your CTA should be clear and concise. It should also be relevant to the content of your email. If your CTA doesn't make sense, your recipients are less likely to take action.
7. Analyze Metrics
Finally, you must analyze the metrics of your email campaigns. These analytics will help you to see what's working and what's not. Some things you might want to look at include your open rates, click-through rates, unsubscribe rates, and even bounces.
An analysis of your metrics will tell you where to make changes to improve your email marketing campaigns. For example, if you see that your unsubscribe rate is high, you might want to reconsider the frequency of your emails. Or, if your open rates are low, you might want to work on making your subject lines more interesting.
When it comes to healthcare email marketing, it's important to create compelling subject lines, send informative content, and find a balance between the number of emails you send. Additionally, you should use images as needed and segment your audience to ensure that you're sending relevant content. Finally, be sure to analyze your metrics so that you can constantly improve your email marketing campaigns.
At Digital Authority Partners, we specialize in healthcare email marketing. Contact us today to learn more about how we can help you create a successful email marketing campaign.