Have you ever thought about how many emails you receive every year? According to the Radicati Group’s Executive Email Statistics Report, the average consumer receives about 100 emails every day. Take that number and multiply it by 365 days, and your grand total is about 36,500 emails annually.
Let’s face it, a large percentage of those emails are going straight to the trash or sitting dormant in inboxes, and it’s probably happening with the healthcare emails you send to patients, too.
While some professionals believe email marketing is dead, it has actually been proven that emails are 40 times more effective at acquiring new patients than Facebook or Twitter. That’s a large conversion rate your healthcare Brand is missing out on if you don’t have an email marketing strategy in place. But simply sending a mass email to your contact list isn’t enough to break through the thousands of emails your patients receive each year.
Here are 7 tips to increase email marketing metrics and ensure your healthcare emails don’t end up at the bottom of the barrel.
1. Send Emails from a Real Person
Are you more intrigued by an email from Dr. John Smith or noreply@ABCHospital.com? Sending emails from a real person instead of an unrecognizable email account will spark interest in your patients, entice them to click and learn more. Patients are bombarded with spam on a daily basis, and an email from your general account will likely get ignored. Increase email open rates by sending from a real person and adding an email signature from a practice administrator or doctor to make a more personal connection with recipients.
2. Write Engaging Subject Lines
Subject lines are the first item patients see when they receive an email. This is your practice’s shot at making a first impression. Make sure you use exciting and relatable subject lines, or even add a bit of humor. This will help capture your patients’ attention and make your healthcare Brand stand out among the rest. Your subject line should be creative, but you want to avoid using words such as “Quote”, “Cash” and “Save” that may cause your email to end up in the spam folder.
3. Target Patient Personas
Knowing your audience and understanding their interests and pain points is vital to all marketing efforts. By understanding and clearly defining your patient personas and their stage in the patient journey, you will be able to craft emails that are targeted directly to them. Your practice may have a variety of patient personas. Ensure you understand and have identified each one, and write your healthcare emails around their wants, needs, and interests.
4. Include Noticeable Links
Recipients generally scan the copy of an email rather than read it word for word. By including links within the text, you can grab the reader’s attention and direct them to the overall purpose of the email. Make it easy for your patients by including links throughout your email to get them to take action.
5. Test Emails Before Sending
Testing your emails before they go live is like proofreading a report before you turn it in to your boss. You want to catch any mistakes and refine the email to make it perfect. By using marketing automation software, you can send test emails to your team so each member can provide feedback on the campaign before its published.
6. Keep Emails Short and Sweet
The average consumer receives about 100 emails every day. Between work, family, and personal responsibilities, patients do not have the time to shuffle through their inbox and read lengthy emails. By keeping your healthcare emails short and simple, patients will be more likely to read the entire content. Bullet points are also a great way to allow readers to quickly skim the email for useful information.
7. Optimize for Mobile
According to Radicati, over 56% of emails are opened on mobile. It is crucial that you keep mobile users top of mind when creating emails and other digital marketing content. Reducing image file sizes as well as investing in responsive email templates can be a great place to start to ensure your emails are optimized for mobile use.
Emails are still an effective tool to use in your healthcare marketing strategy; however, it is important to optimize your emails and provide value so that your patients keeps coming back for more. Emails are a great addition to any inbound marketing campaign, and allow healthcare Brands to communicate and engage with their current and prospective patients. To learn more about effective email marketing strategies, download our free eBook, Anatomy of a Five-Star Email.
Integrate your current strategies with fresh inbound marketing ROI based ideas to attract more patients to your practice. Let's touch base and I will put the Hult Team’s experience to work for you. You can contact me at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your Healthcare Brand.