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Patient Attraction Episode 148: Not Staying Current is Bad Luck for Your Email Marketing

Welcome to Friday the 13th of June, and today I’m going to tell you how hacking and cutting like Jason in the Friday the 13th movies can actually improve your email marketing. Come back … if you dare.

 

– I love how Friday the 13th is seen as bad luck.

– I don’t really believe in luck. I believe the words of the Roman philosopher Seneca, who said, “Luck is what happens when preparation meets opportunity.”

– So I guess bad luck is either being unprepared when opportunity knocks or being prepared for an opportunity that never comes.

– Well, today I’m going to help you be prepared and help you create opportunities to reach prospects through email marketing.

– We’ve spent all week talking about the content of your emails, reaching the right people and getting them to open your messages.

– On our final day today, I want to talk to you about keeping your messages and your lists of emails fresh.

– First the messages.

– Email marketing has been around almost as long as email itself.

– That means some of you may be using some pretty old campaigns.

– Here’s a tell-tale sign that maybe a campaign needs to be revised or retired: it’s not bringing in patients!

– Conversions is ALWAYS the ultimate decider.

– That may because fewer people are hitting the trigger than once did.

– It could be because fewer people are biting on the hook.

– It may mean that the message has gotten stale and no longer resonates with the readers.

– But if an email campaign is not converting prospects into paying patients, it’s not working and needs to be retired.

– That doesn’t mean you stop sending an autoresponder sequence on implants or cosmetic dentistry.

– It means the sequence needs to be revised with a fresh approach or a different hook.

– It also may mean you’re sending to the wrong prospects.

– That leads us to our second point: Keep your email lists fresh.

– That may mean changing the trigger to receive the sequence.

– That may mean adding some new triggers.

– But that is about getting new emails.

– What about your EXISTING email list?

– The longer you go without emailing someone, the greater chance they will ignore your next contact.

– And the greater likelihood they are no longer using that email address.

– I have seen some statistics that say the average email address lasts 18 months.

– That means you occasionally have to cull some names from your various lists.

– After all, what is the point in sending emails to an address that no longer works?

– If you don’t have a company managing your email campaigns, that means you need to designate someone in your office to do this.

– If you are using Infusionsoft or another contact-management solution, this could be as simple as sending an email to everyone in all your lists every 12-18 months with a special offer, reminder or tidbit of information.

– That way you can see which addresses bounce back, unsubscribe or are left unopened.

– Those are the addresses that get the ax (or machete or whatever metaphor you choose).

– Finally, I want to say a quick word about my dad, Dr. Ron Receveur. He is a great dentist, a great dad and an even better friend. Sunday is Father’s Day, and I want to publicly thank him for all he does for me, my family and SmartBox Web Marketing.

– Until Monday, keep moving forward.

 

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