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top email marketing mistakes in 2018

Email Marketing in 2018: Top 6 Mistakes You’re Making With Email Marketing

If you run a medical or aesthetic practice that relies on patient retention then you absolutely need to focus on email marketing as a core component of your internal marketing strategy.

Many practices struggle with email marketing, getting discouraged because of poor open rates or click-through rates – to the point of giving up on the tactic altogether – without realizing that they’re setting themselves up to fail.

2018 Email Marketing Tips

Top 6 Mistakes and How You Can Fix Them:

1) No call to action: You need to have a goal with each email. Even if the email is an informational newsletter, with snippets of your blogs, you should still focus on driving recipients to your website and blogs.

If it’s a promo you’re running, you need to drive these folks to a relevant Specials page. If your goal is to generate RSVPs for an event, you should direct them to an EventBrite page, for example.

No matter what your goal is, you need a call to action to grab the patient’s attention and encourage them to take action. Most often that means clicking a button, and if that’s the case the button needs to stand out. Avoid competing calls to action. For example, don’t link your image to one page and then have a button below it that links somewhere else, and don’t have a clickable phone number AND a button right next to each other; that’s confusing to the patient.

2) Taking patients to the wrong pages: Let’s assume you’ve got the call to action figured out. Great. The next mistake I see is emails that drive patients directly to a contact page. That’s going straight for the kill (their info) when you need to give them more detail on the topic or procedure.

If your email discusses a CoolSculpting special, for example, don’t take patients to your contact page or your general Specials page. Instead, take them to the CoolSculpting procedure page, so they can learn more about the procedure, but make sure incorporate a banner that references the special.

You may be wondering: “Well, if I simply want RSVPs, won’t taking people to my contact page work?” In that instance, I unique RSVP page would be better, so you have relevant fields and can track entries uniquely. Even better, as noted above, Eventbrite is great for RSVPs because it integrates with both Facebook Events and your calendar.

 

review your emails on mobile devices

3) Not reviewing the email layout on mobile: Incorporating large, elaborate graphics with text overlaid on them are likely very difficult to read on mobile devices. A simple test email on your mobile device will tell you whether or not the email displays well and reads easy.

4) Too lengthy: Don’t try to stuff too much content into a single email. Every email doesn’t have to be a newsletter, and even if you’re creating a newsletter email, I’d keep your focus on 3-4 items, with a small section for links to additional blog articles.

Patients get confused when you throw too much at them, so keep the email focused, concise and lead them to where you want them to go.

Even if your email is very focused, on one or two topics, avoid lengthy content blocks. Remember that the majority of those reading your email will be viewing on mobile, and a medium-sized paragraph on a desktop computer can look enormous on a smartphone. No one wants to read all that info!

Get to the point by highlighting the benefits and then allow patients to click to learn more.

5) Poor subject lines: Here are some things to avoid to ensure your email not only gets opened but dodges the dreaded spam folder…

  • Avoid punctuation, especially exclamation points (hyphens or dashes are ok)
  • Don’t fake a “re:” in your subject line. The subject line should relate to the content of the email
  • Stay away from spammy words like “sale” ” special” “discount” etc

Some ideas for writing a successful subject line…

  • Keep them under 6 words (and under 65 characters)
  • “Question for you” is one of the most successful subject lines (according to Inc.com)
sending too many emails

Stop overloading your patients with emails

6) Sending too many or too few emails:  Keep in mind that your email frequency, or lack thereof, will also affect your campaign performance. Sending it out once a quarter is too little, but sending out an email every week (to the same audience) is too much. The sweet spot we’ve found is 1-2 times per month.

You may get to the point where you’re sending 1-2 emails per month- following all the best practices – and getting great open rates and click-through rates. You might wonder, “What now? Can I send more?” My advice is to be strategic about any additional email marketing you do; focus on sending segmented campaigns.

market segmentation

What are segmented email campaigns?

If you’re unfamiliar segmented campaigns, they’re email campaigns that target a specific segment of your total email list. For example, patients who’ve spent $3,000 or more on injectables in the past two years, but haven’t come into your office in the past three months.

The caveat with segmented campaigns is that in order to run them you need to have the data. In other words, you need a CRM software that ideally integrates with or has its own appointment scheduling solution. Even better, if you can integrate with your billing or point-of-sale solution then you can run segmented campaigns based on how much patients have spent.

If you have any questions about email marketing or running segmented campaigns, drop Turbo a line here or call us directly at 877-673-7096 x2.

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Friday, December 3rd, 2021
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TRBO ADvance is a multichannel digital advertising and marketing agency specializing in Medical Beauty. We combine great design, cutting-edge technology, and proven business strategies into a clear message powerful enough to propel practices forward.

Our Services

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings.

We transform your business while you transform your patients. 

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients.

Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time.

Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients.

Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves.

We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients.

We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past.

We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice.

Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

SEO
Web Design
Email Marketing
Conversion Services
Creative Direction
Strategic Consulting
Digital Media Advertising
Social Media

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients.

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

Our expertly crafted email marketing campaigns help you reach your patients on a whole new level. With today’s fast pace, timely communication keeps warm leads warm, helps patients stay informed about your practice, and saves you invaluable time. Retain existing patients and bring in new, prospective patients easier than ever.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

As a gateway to potential patients, social media engagement is a major component to building successful branding for your practice. Interactive information and educational exchanges with prospective clients can increase your website traffic and your reach, so you can connect, build trust, and increase your digital footprint.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We transform your business while you transform your patients. transform your business while you transform your patients.

Patients finding your practice is a major key to building your client base. We help physicians and aestheticians build thriving practices by improving your website’s position in search results and page rankings. We

Your website is a showplace for aesthetic beauty and the rich emotional rewards every patient wants to feel. Information about your practice, staff, and specialties is displayed in a modern setting to invoke all the possibilities available to your patients. Our web design brings beauty to life through innovation and ever-changing technology.

With marketing services tailored to your practice’s individual strengths, TRBO ADvance helps you convert consultations into patients. Through the science and psychology of patient decision-making, we position your practice as the best choice for helping patients achieve their aesthetic goals.

The Medical Beauty world is a marriage of art and science designed to bring patients joy and confidence in themselves. We bring creativity to that relationship with compelling writing, on-point branding, informative videos, smooth photo galleries, and engaging web and email content to showcase your practice’s exacting standards of patient care and results.

TRBO ADvance strategizes solutions for your practice using our considerable industry knowledge, so you take advantage of the trends and topics which most interest patients. We offer a blueprint for your practice to flourish and grow.

Finesse in advertising is a must for the modern Medical Beauty practice. Patients are savvier than ever, and traditional sales pitches are best left in the past. We’ve mastered the art of digital media advertising to bring attention to your practice with style and expertise.

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