Do You Use Email To Market Your Practice? on NPBusiness.ORG

Do You Use Email To Market Your Practice?

It’s a simple question, calling for a simple answer. Either you use email, or you do not. Right?

Well, things aren’t always black and white…

Because chances are you’ve considered email marketing in the past, or you’ve heard that you should use it. And maybe, you’ve even tried email in your marketing before?

Perhaps a better question to ask is… why would you want to use email to market your practice?

Here are seven reasons why you want to include email as part of your marketing strategy.

Emails are yours…

Unlike marketing on social media, any emails you collect via your autoresponder are yours to keep; nobody can take them away from you! It may not seem significant, but believe me when I say it is. When you collect your own email addresses (aka build a list), they are yours to keep. The only way you will have to give them up is when individual subscribers ask to be removed from the list.

No account risk…

When you rely on social media marketing alone, there is always the risk of getting your account shut down, which means losing access to everyone you’ve been talking to. Unlike autoresponders, social media platforms are constantly updating and changing their rules. But as long as you keep paying for your autoresponder and stay within the lines of what’s allowed, no one will just cancel or suspend your account.

Builds relationships…

Effective email marketing allows you to build relationships with your subscribers. Email can be used in a very personable fashion, which makes it easy for your subscribers to get to know, like, and trust you. Additionally, effective and consistent email marketing lets you establish credibility with your subscribers and build on it.

Keeps you front and center…

When you’re in someone’s inbox, you’re there by invite. You have their attention. And as long as you provide relevant content that’s of help to your subscribers, you can keep that attention. We all check email throughout the day. While it’s easy to bypass social media for a few days, skipping email is much harder. Most people check their email several times throughout the day.

It’s inexpensive…

Compared to other marketing channels, email is relatively inexpensive. Sure, there is a monthly fee for the autoresponder service, but keep in mind that you can send as many emails to your subscribers as you want, as often as you want for one flat fee.

Nurtures relationships…

While social media makes it easy to connect with large numbers of people, most of them will not be your ideal clients. In other words, it’s unlikely they will ever become your customers or patients. However, when someone joins your email list, it’s because they’re genuinely interested in what you have to offer. And while they may not become a client right away, you can stay in touch with them via email, until they have a need for your service.

Targeted reach…

Both social media and email allow you to target your audience. However, email lets you take your list, segment it, and send relevant content to each segment. And since recipients are already on your list, chances are they are very interested in the content you have to share with them.

 

So, are you interested yet?

Do you think it might be a good idea to add email marketing to your current marketing efforts?

If so, the next step is to sign up with a company that offers this service, typically called an autoresponder. These companies provide a platform for the autoresponder, so you can capture email addresses and then send individual emails, automated series of emails, or e-Newsletters.

Today, there is a range of companies offering these services at all price points. Selecting an autoresponder that fits your needs is essential; the selection can have long-ranging consequences.

That’s why I decided to write a sequel to this article; be on the lookout for it next week. We’ll discuss the most popular autoresponder companies on the market today and what to look for in their services.

I’ll be back in your inbox next week! In the meantime, let me know what you think about email marketing or, better yet, tell me about your experience with it.

 

By Johanna Hofmann, MBA, LAc; regular contributor to the NPBusiness blog and author of “Smart Business Planning for Clinicians.”

 

 

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