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Many people think that email marketing is dead. And since there now are so many new and different ways for organizations to communicate their products and services, it sometimes seems that email is long past its time. However, the truth is, email marketing is still going strong today. In fact, you are six times more likely to get a click-through from email than Twitter. And more than that, out of all of the marketing channels, it has the highest ROI. Is that what you would call dead? I don’t think so.
But how do you get started? What are the steps you need to take to set up an email campaign? And how would you ensure that your email campaign is a success?
What is an email campaign?
We have already established how important email marketing is to medical practices, as previously discussed in the blog entitled How Medical Practices Can Leverage Email Marketing to Improve Patient Return Rates. But we haven’t defined what an email campaign is and how it can help your practice.
According to Hubspot, an email marketing campaign is a series of emails a business uses to communicate with current and potential customers (in your case, patients). They are used to persuade customers to engage with the company or with any organization. However, with around 269 billion emails sent every day, it might be difficult to get your target audience’s attention. A successful email marketing campaign will get the recipients to take action, engage with your organization, and help you get more qualified leads and revenue.
How to run a successful email campaign
Email marketing is one of the most powerful channels to reach your audience, beating out social media and even SEO. Why? Because people use email more than any other platform. And that’s why it is important to learn how to do email marketing right. With that being said, we’ve organized the steps you need to take in order to run a successful email marketing campaign.
Establish your goals.
Every email campaign is built around very specific objectives that a business organization intends to accomplish. As a medical practice, what goals do you want your email campaign to achieve? Do you want to boost engagement with your content by promoting a webinar? Do you want to welcome new subscribers and tell them about your practice? Or do you simply want to raise brand awareness? This is important as all good marketing campaigns start with setting goals because they determine the content of your email, who will receive your email, and how you measure success. Knowing what you want to achieve is critical in the success of your email campaign.
Know your target audience.
It is important that you know who you’ll send out the emails to. Are they for your suppliers, partner organizations, or for your patients? Knowing your audience will help you draft the content of your email to help you achieve your goals. Your target audience is the specific list or segment that your emails will be targeted to. When you know your audience, you can build an email list to be sent to those segmented people. It is also important to note that the target audience are those who are most likely to purchase your products or services and not necessarily for whom the products and services are intended.
For example, let’s say that you are a pediatric doctor and the people who will receive your services are children. And suppose you want to increase the number of your patients. You would launch an email campaign that focuses on that specific objective. However, when you launch the email campaign, you wouldn’t address the email to the children themselves. Instead, you would send the email to their parents, grandparents, or guardians since they will be the ones reading the email and deciding on the service.
Select the type of email campaign you want to send.
There are different types of emails that you might want to use in your email campaign to help you achieve your marketing goals. You can send an email newsletter, a marketing offer email or an event invitation. Again, this will depend on what you want to achieve at the end of the campaign. If your goal is to drive revenue, then sending a market offer is going to return the best results. However, if you simply want to keep your existing patients up-to-date on your latest offerings, then sending a regular newsletter would be the best way to do that.
Creating your campaign.
After establishing the first three steps, you can now create your campaign. Make sure to structure your campaign for easy reading. Research shows that an adult’s attention span is eight seconds on average, so you need to capture their attention within that small amount of time. Therefore, writing a lengthy email would not do you any good. Also, make sure to use images and visuals to make it more eye-catching (they’re more memorable and it helps the content stand out). Lastly, personalize your email campaigns. You can start by adding their name in the subject line and customizing the content based on list segments. The people you are sending your emails to will be more likely to respond if they are customized and personalized.
Measure the results of the campaign.
After sending out the email, you can immediately start tracking how many emails have been opened and clicked by your subscribers. There are tools, such as Google Analytics, that can help you measure the success of your campaign. Specifically, Google Analytics is a free web analytics tool offered by Google to help you analyze your website traffic. And the reports section of your email marketing tool is the place to go to understand how people interacted with your email campaigns.
In today’s Internet-driven economy where many people do their transactions online, it is important for medical practices to stake out a presence in the cyber realm in order to have their fair share of patients. This is why it is important that you engage with your patients through email. It remains one of the quickest, most direct ways to reach your audience. And email marketing campaigns are essential components of any effective marketing strategy in today’s competitive marketplace. Email campaigns can build relationships, convert leads, and increase revenue.
If you’re looking for a company that can help you launch an email marketing campaign, Website4MD is what you’re looking for. We help you with every part of your email campaign, from writing the subject lines to designing your emails, so that your campaigns are engaging, informative, and relevant. Schedule a time to talk with us and let us help you grow your practice.