An email list of potential patients is one of the best marketing tools that you can use to market your services. Of course, if you want to actually grow your practice with the list that you have built, you need to approach your potential patients in the right way. Otherwise all your time and effort building your list will be wasted. There are some definite “Email Dos” and “Email Don’ts.” Here are seven of the biggest mistakes that you need to avoid.
1. Your Patients Do Not Care About Your Emails
Remember: The goal of every email is to help your patients. They come first. If the only thing you send out is news about your practice or sales pitches for your products, you’ll lose your audience in a hurry. Consider what it is that your patients actually want to know and how you can actually provide useful information and your patients will start reading more of your emails.
It’s important to remember that all-important 80/20 rule: 80% of your emails are meant to be helpful to your patients. 20% are meant to promote you and your services.
2. You Are Sending Way Too Many Messages
When you first build your list, you’re going to want to send out emails all the time. Don’t. Flooding your patientss with emails will kill your list. If you’ve made it clear to your patientss that your list is a daily subscription, it is okay to send one email a day. If you haven’t, you’ll want to back off to one, maybe two, per week. This way you stay on their radar but you’re not pummeling their inboxes.
3. Your Emails Are Full Of “Salesy” Hype
The best tone to strike with your email is one that is positive and conversational without going overboard into hype. Hype turns potential patients off. How do you tell the difference? Pay attention to how you feel when you read the letter. If you can picture it being read aloud on an infomercial at 2AM, it’s hypey. Tone it down. (Start by losing some of those exclamation points.)
4. You Are Not Spell Checking Your Emails
Always spell-check and grammar-check your emails. Always. Subject lines, too. There is nothing worse than a poorly written email full of errors.
5. Your Subject Lines Are Boring To Your Patients
How often do you delete an email simply because the subject line is cheesy or spammy? Don’t let this happen to the emails you send. It’s helpful to think of the subject line as a tweet: snappy, sweet, and less than 140 characters.
6. Your Email Is Not Formatted Correctly
Email can be read on just about anything now. In fact, most people read emails on their phones first and then decide whether or not to save it for a later response. Failure to properly format your emails for mobile and tablet devices will lead to your email getting deleted almost all of the time.
7. Your Emails Are Way Too Long
Rambling emails are best left for grandmothers who are still trying to figure out how to operate the computer you bought them for Christmas and new parents talking about the daily accomplishments of their newborns. The purpose of staying in touch with your patients is to get in, capture their attentions, and get them to schedule and appointment when they need you. If you have more to say, write it up as an article or blog post instead and send a teaser for it in that day’s email blast.