Healthcare companies are in a highly competitive market. In order to stay ahead, they must employ the latest strategies and technologies to reach their customers. Email marketing is one such strategy that can be used to great effect, especially since the return of investment (ROI) of email marketing is incredibly high.
However, standing out in the inbox is easier said than done. With open rates for healthcare emails being lower than average, it’s clear that generic, one-size-fits-all messages aren’t going to cut it. So, how can you make your healthcare email marketing more effective? In this article, we cover everything you need to know to create an email digital marketing campaign, from personalization to automation.
Why Is Email Marketing Important?
There are 4 billion daily email users, which means that email is still one of the most popular methods of communication, despite the rise of social media in recent years. And with a high return on investment, email marketing is also one of the most effective ways to reach and engage your audience.
Healthcare providers have been quick to adopt email marketing, and for a good reason. The healthcare industry is complex, with many different stakeholders involved in the decision-making process. Email allows you to target your messages specifically to each group, whether it’s patients, caregivers, or referral sources.
What’s more, email marketing can be used at every stage of the patient journey, from awareness to advocacy. And, with health being a sensitive topic, email provides a more private way to engage with your audience than social media. So while there are many practices for paid and SEO digital marketing, email marketing offers a unique opportunity for healthcare organizations.
Do Regular Email List Building Tactics Work In Healthcare?
Unlike other industries, the healthcare sector has stricter regulations on how companies can gather email addresses. In order to stay compliant with the law, there are a few things that every healthcare company must remember when building an email list:
Use Opt-In Forms On Website
Opt-In forms should be placed prominently on your website, preferably above the fold. They should be clear and concise, with a simple call-to-action (CTA) that invites visitors to sign up for your email list. This allows visitors to sign themselves up for your emails rather than you having to collect their contact information manually.
Sign Patients Up During Their Initial Visit
When patients come in for their initial visit, they should be given the option to sign up for your email list. This can be done either through a paper sign-up sheet or an electronic form. This allows you to manually add patients to your email list, without having to rely on them remembering to sign up themselves.
Use Social Media
Social media is a great way to promote your email list and grow your subscriber base. You can use social media platforms such as Facebook, Twitter, and LinkedIn to share links to your opt-in forms and encourage people to sign up.
Create Resources That Can Only Be Accessed Through Email
As reported by Digital Authority Partners, a great way to get people to sign up for your email list is to offer them something that they can’t get anywhere else. This could be a white paper, an e-book, or even just a coupon code. By offering exclusive content, you’ll entice people to sign up for your emails so they don’t miss out on valuable resources.
Tips To Create Your E-mail Marketing Newsletter
Once you’ve built up a solid email list, it’s time to start creating your newsletter. Here are a few tips to help you get started:
Send A Welcome Email
When someone new signs up for your email list, send them a welcome email to thank them for subscribing. This is also an excellent opportunity to give them a brief overview of what they can expect from your emails. For example, if you send out a monthly newsletter, let them know what they can expect to find in each issue.
A great way to engage your audience and build trust is to share patient testimonials in your emails. This allows potential patients to see that you have happy and satisfied customers, which can encourage them to seek out your services. For example, you could include a testimonial in your monthly newsletter or send out a stand-alone email featuring a patient story. Not only will this make your newsletter more interesting to read, but it will also help build trust and confidence in your brand.
Create Personalized Content
Create content that is personalized to your audience. This could be something as simple as using their first name in the subject line or including a personal message from you in the email. By making your content more personal, you’ll encourage people to read and engage with your newsletter. But make sure you’re compliant with HIPAA.
Include A CTA
Every email should have a call-to-action (CTA) that encourages the reader to take action. This could be signing up for a free consultation, scheduling an appointment, or taking advantage of a special offer. By including a CTA, you’ll increase the chances of people taking action after reading your email.
Include social sharing buttons in your emails so people can easily share your content with their friends and followers. This is a great way to promote your newsletter and grow your subscriber base.
Segment Your List
Segmenting your email list allows you to send more targeted and relevant content to your audience. For example, if you have a list of people who have signed up for your newsletter, you can segment them by interests, so you can send them content specifically tailored to their needs. This helps ensure that people are more likely to engage with your emails and take action after reading them.
Offer Special Promotions
People love getting deals and discounts, so offer special promotions in your emails from time to time. This could be anything from notice of a free health fair to a percentage off their next purchase. By offering these types of incentives, you’ll encourage people to open and read your emails.
Test, Test, And Test Again!
Last but not least, don’t forget to test your emails before you send them out. This includes testing the subject line, email content, and CTA. By taking the time to test your emails, you’ll ensure that they are effective and have a high chance of being successful.
Email marketing is a great way to connect with your audience and promote your brand. By following these tips, you’ll be well on your way to creating a successful newsletter that will engage and convert your readers.