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Patient Attraction Episode 763
A report that came out late last year revealed that there are a lot of myths and misunderstandings about the best ways to use marketing emails. After the break, I’ll be back to tell you why dentists should learn from those mistakes.
– I’m Colin Receveur, and welcome to the Patient Attraction Podcast.
– Dental emails can be very effective when used correctly and as part of a systematic marketing campaign like drip marketing.
– When emails are done wrong, they can actually damage your relationships with potential patients.
– The first myth concerns call-to-action, or CTA, buttons.
– The study found that 1 out of 8 participants believed that the first thing readers looked for was a CTA button.
– In fact, all the parts of your email have to work together to get the reader to care enough to look for the button.
– The subject line, the opening, the graphics, and the copy work to lead the reader to take action.
– The second myth is about including more than one CTA button.
– 10 percent thought that using multiple CTA buttons was not only okay but also the best thing to do.
– The study found that a single call-to-action button delivered the highest click-through rates.
– And the third myth is about testing different calls-to-action.
– Over a fourth of the participants believed that CTAs couldn’t be alternated to test which ones were more effective.
– That’s called A/B testing, and it’s essential to fine-tune your dental emails for best customer response.
– The takeaways from the study are that the call-to-action depends on the entire email for success.
– That your emails should lead patients to take a single action, and that you should test different CTAs to see which gets the best results.
– But include only one CTA per email.
– Join me for tomorrow’s podcast.
– Until then, keep moving forward.