How to Get People to Open Your Emails
There is arguably no other platform of connection that has remained resolute in its relevance quite like email. The amount of people who are not bombarded by an onslaught of new messages every day are few and far between, a reality that has most users sweeping uninteresting correspondence into an “Unread” folder of mountainous proportions just to cope with the information overload.
The value that email marketing retains for healthcare practices is unquestionable—not only as a direct line of communication between patient and practitioner, but also as an essential tool for practice growth. Insights from Campaign Monitor reveal 72 percent of people prefer to receive their promotional content through email as opposed to social media; this data is supported by the finding that a message is five times more likely to be seen in an email when compared to Facebook, and a company is six times more likely to get a click-through from an email campaign than a tweet. As the marketing channel with the highest return on investment ($44 for every $1 spent), how does one entice users to open an email when it exists among dozens of others that similarly demand attention?
To increase the likelihood that your email blast doesn’t wind up at the bottom of a spam folder, our team has outlined a few tips that can help ensure the valuable information you provide reaches your target audience:
1. Optimize Your Subject Line
As the main determinant of whether your message is opened or ignored, the subject of an email yields unquestionable power. Consequently, the importance of the subject line in an email cannot be overstated. You’ll want your email blast to have a subject that is concise and to-the-point, yet catchy and attention grabbing. To remain succinct while encouraging further exploration, try to communicate a sense of urgency without being perceived as spammy or artificial. Furthermore, avoid words that can trigger an individual’s spam filter, such as, “get it now,” “risk-free,” and “satisfaction guaranteed.”
2. Be Strategic About When You Send Emails
The frequency with which you send an email blast can make or break your marketing campaign. Send too often and you risk emotionally alienating a patient until their only engagement is clicking the unsubscribe button. People want their promotional content to be helpful and relevant, so it is essential to find a balance between seizing opportunities to bolster your services and over-populating a recipient’s inbox.
3. Don’t Spam People
Direct your offers only to patients who have signed up to receive such promotions, and allow them to opt out if desired.
4. Tailor Your “From” Line
While the “From” name of an email can seem innocuous, failing to optimize this field can negatively affect your open rates. When scanning their inbox, a person will only commit their time to messages from credible and trustworthy sources. Be sure your sender name and sender address are consistent and easily identifies yourself or your practice. Additionally, consider steering clear of sending correspondence from a no-reply address, as this can seem impersonal and drive away patients who may have questions about a particular service, procedure, or special offer.
For dental and medical practices, a well-executed email campaign can build credibility, drive traffic back to your website, spread word-of-mouth referrals, and keep the patient-physician connection intact between in-person appointments. However, a thoughtlessly-crafted message can often do the exact opposite, cluttering an inbox in the best case scenario and alienating a patient in the worst. All in all, implementing a few simple guidelines can maximize your overall email marketing strategy and increase the click-rate of your promotional campaigns. Ideally, this will boost your website traffic and expand your clientele for steady, consistent growth of your practice.
To ramp up the effectiveness of your medical or dental email marketing campaign, be sure to contact us at Rosemont Media today.