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Email marketing remains one of the most effective forms of digital marketing. It lets a practice stay in touch with patients, bring lapsed patients back and encourage referrals, often at a low cost. The content, however, must be useful and relevant. In this post, you will learn several chiropractic email marketing methods that can give your practice a boost.
Make it easy to subscribe and tell people what to expect
Always make it easy for potential patients to join your email list. Ask only for what you need, usually a name and an email address, because long forms put people off. Place sign-up forms on your blog posts, your appointment pages and other relevant pages of your website, and invite new patients to join at check-in. Only email people who have agreed to hear from you.
After someone signs up, tell them what kind of emails they will receive and how often. People typically unsubscribe when the emails are not what they expected.
Send newsletters that educate and keep patients engaged
Email newsletters are among the best content to send because they can carry practice news, office details and educational information such as stretches, ergonomic tips and wellness advice. Use them to improve patient engagement, bring back patients who have not visited in a while and encourage referrals. Design newsletters that match your brand, and send fresh content on a consistent schedule, such as weekly or monthly, that you can keep up.
Keep each email focused on one goal
Subscribers get annoyed by emails that jump from topic to topic. Decide what each email is for and keep it focused. For example, chiropractors may send a promotional email about a new service or special offer, an operational email about changes to office hours, or an educational email about a treatment option. Avoid mixing educational content with unrelated notices such as holiday hours or renovation news. Send those separately.
Segmenting your list helps with this. A new patient, a current patient and a patient who has not been in for a year need different messages. Automated emails, such as appointment reminders and a “we miss you” message after a long gap, work in the background and keep patients coming back.
Write emails that are easy to read on any device
Most people read email on their phones. Keep your emails short and scannable, with short paragraphs, simple language and a few images to break up the text. Always proofread before you send, and send test emails to your own team to see how they look on phones, tablets and computers.
Some chiropractic clinics focus too much on closing sales. Give real attention to creating value for subscribers in your email marketing. Useful emails build long-term relationships, and subscribers who trust you are likely to become patients when the need arises.
Protect patient privacy and follow the rules
Patient information is sensitive. Do not include details about someone’s condition or treatment in marketing emails, and make sure your email platform and practices comply with HIPAA and with anti-spam laws such as CAN-SPAM. Include your business name and address and a clear unsubscribe link in every message, and honor unsubscribes promptly.
Stay out of the spam folder with a trusted sender setup
A good subject line matters, because people see it before they open anything. But no one clicks on an email from a sender they do not recognize. Send from an official address on your own domain, with a recognizable “from” name, rather than a free webmail address.
Ask your web or email provider to set up domain authentication (SPF, DKIM and DMARC). Gmail and Yahoo require this and a simple way to unsubscribe from senders who send large volumes of email, and mailbox providers use authentication to decide whether your emails land in the inbox. Keep your list clean by removing addresses that bounce or never engage.
Build relationships first, and sales follow
Email marketing is a reliable way to build relationships with potential patients and increase revenue. Follow best practices, focus on being helpful and pay attention to which emails your subscribers open, so you keep the trust you have earned.
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Richard BrownGarden State Spinal Care
