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You can put a lot of time and effort into email marketing, but if prospects just delete your messages, it’s all for naught. If they’re deleting without reading, it may be time to weed them out from your email list. Or not. There may well be another reason that your emails aren’t being read.
Assuming that the people on your list want to hear from you, here are five ways you can improve your chances of getting your emails read.
Notice that isn’t five ways we can guarantee your messages will get read. That’s because there is no way to guarantee that, and anyone who says otherwise is a snake oil salesman only after your money.
So here are ways you can increase the chances of having your emails read:
- Write a GREAT subject line. This is the first thing people see when they check their email. If your subject line is enticing, creative, intriguing, alluring, whatever you want to say, people are more likely to open it. You have to hook the reader the instant they see your subject line.
- Along those lines, try a teaser subject line to pique the reader’s curiosity. Don’t give away everything in the subject line. Questions can be great teasers; think, “What’s the most important thing you can do for your mouth?” or “Have you heard about this great new treatment for (x)?”
- Another subject line tactic is to emphasize something timely, important or relevant. So if the prospect says he or she wants more information on sleep apnea, go with a subject line like, “Your snoring could be killing you.” That’s pretty important and timely, don’t you think?
The next two tips are less about the subject line than about you, the sender.
- Make sure the email comes from you. That means the from line should say your name or the name of your practice. Obviously the person getting the email has a relationship with you already, even if it was just going to your website. That gives you a certain amount of credibility on which you can capitalize.
- Finally, make it worth the prospects’ time to read your email. Don’t send irrelevant emails. Don’t send straight pitches for appointments. Don’t send “thinking of you” messages. Prospects need to see that there is value in the emails you send or they will stop reading them.
Follow these five tips and you’ll have more prospective and current patients opening your emails. And that leads to conversions from prospect to patient and to repeat business from existing patients.
Remember: the ultimate goal of your emails is to drive business; while you don’t want to hammer on that point, your focus always has to be on hooking your readers and getting them to read.
If that feels uncomfortable, remember why you got into this profession – to help people. You’re making patients aware of the services you offer that can improve their lives. In some cases, your efforts may change their lives. And that can only happen if they read what you’re sending.