Email marketing allows you to communicate directly with your patients, so don’t let the opportunity go to waste. Once you have email addresses and a strategy for an email campaign, here are some important aspects to keep in mind as you craft the actual emails. Let’s look at each component of an email and what to keep in mind for each part.
Subject line: This is the first thing your patients will see in their inboxes, so make sure it’s enticing enough that they will actually open it. A good subject line should pique interest and do so concisely enough that it will all show up on a mobile device. You can use numbers, “5 Things Every Parent Should Know for Flu Season” or create a sense of urgency, “Limited time only: 20% off sunglasses.”
Preview text: Keep in mind the beginning of your email may also appear as the preview text. Frontload your email’s text with the information or call to action you want to be sure your patients immediately see.
Sender email address: Make sure this is a recognizable email address with your healthcare practice’s name prominent in the address. This will help patients know it’s you and so increase your chances of actually having the email opened and read rather than trashed.
Email design: You want your email to look more interesting than a plain block of text but also avoid being overwhelming to your patients. Incorporate a clean design that prominently features your logo. This will make your email look more inviting and also help your patients recognize it’s you.
Email text: Use an inverted pyramid approach, meaning you should structure your email so that your copy grabs attention at the beginning, then builds anticipation in the middle and ends with a strong call to action. Throughout, put important information in bold. Don’t overdo it; just bold the text that you don’t want your patients to miss.
Call-to-action buttons: Make responding to your call to action even easier for your patients by creating a button they can simply click. For instance, if your call to action is to remind your patients to book an appointment, then a button reading “Book Your Appointment Today” can take them straight to your site where they can do just that. The call to action could also be as simple as “Follow Our Blog” and the button can take them to your blog.
Drafting and testing: Make sure you proofread your email well before you send it out. You should also beta-test one (send the email to a few staff members first) to make sure everything appears appropriately and iron out any glitches.
After you send: Keep track of various factors like which type of subject lines worked and what time of day works best by using analytics.