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Patient Attraction Episode 340
How many emails would you say you get in a day? For me, it can be a hundred or more. Dental patients hopefully aren’t getting that many. But out of however many your dental prospects get, how many do you think they actually open. When we come back, I’m going to tell you how to get prospects to open more of your emails. Stay tuned.
– TGIF everyone. Colin here with the February 20, 2015, Patient Attraction Podcast.
– Today I want to talk about email marketing.
– If you’ve seen previous podcasts or read my book, you know that follow-up is one of the four pillars of web marketing, along with attraction, conversion, and tracking.
– We are big proponents of using email to keep your name in front of prospects and to establish you as the expert they can trust.
– But it’s not enough to simply SEND follow-up emails.
– What good does that do if prospects aren’t reading them.
– So here are 5 tips to a successful dental email marketing campaign:
- Have something to say.
– You cannot send email marketing that ONLY says, “Here is what I can do for you. Set up an appointment.”
– If you do, all you have sent is a spammy ad.
– When we do email marketing campaigns, we provide dental prospects with information they find valuable.
– Then we conclude the message with a call to action.
– So we give the prospect something of value for free (a total Cialdini move).
- Be brief.
– No one is going to read a 7,000-word email.
– You’ve lucky if they read 700 words.
– So try to keep emails around 300 words.
– Make sure they are easy to scan.
- Write in your prospects’ language.
– You are not writing these emails to attract other dentists.
– That means you should forego words like “occlusal,” “caries,” and “bruxism.”
– Instead, favor words like “bite,” “cavity,” and “grinding.”
– If you write over your prospects’ heads, they will stop reading.
- Encourage the recipient to share.
– This can be something as simple as, “If you know someone else suffering from TMJ problems, please share these emails with them.”
– A forwarded message will have credibility that you could never have.
- Finally, always leave them wanting more.
– Let them know that you can give them more information when they meet you in person.
– Preview what is coming up in future messages.
– Let them know that there is MORE.
– I hope you’ve found these tips helpful.
– If you want to know more about email marketing, I encourage you to get my book, “Attract More Patients in the Next Six Months Than in the Last Six Years.” The book is the culmination of all my marketing expertise, and it can be yours for only the $4.97 cost of shipping at www.MoreAndBetterPatients.com.
– Until tomorrow, keep moving forward.