When it comes to marketing channels, there’s an abundance of options to explore, from social media and Google ads to webinars and mailers. However, amidst these choices, email marketing campaigns remain a cost-effective and powerful way to engage consumers in various industries, including dentistry. Surprisingly, 99% of email users check their inbox every day, with 58% of people doing so first thing in the morning.
Despite this potential, dental offices often overlook the effectiveness of marketing emails. But in 2023, they are poised to deliver significant growth. Well-designed and strategically executed emails have the power to captivate readers. While 45% of individuals tend to avoid opening emails from unknown senders, receiving a message from a local dental office inherently carries credibility. To make the most of your email marketing strategy, consider implementing these five effective tips:
5 Key Principles for Email Marketing Success
1. Make Your Brand Part Of The Message
Email campaigns should align with your overall marketing efforts and reflect consistency. Make sure to send emails from an address that clearly identifies your dental practice, incorporating your logo and colors. Instant recognition will help readers connect with your brand.
2. Maintain a Consistent Schedule
Approximately 40% of people admit to having around 50 unopened emails in their inboxes. Therefore, it’s crucial not to overwhelm your patients with excessive email frequency. However, you also don’t want to be too sporadic or silent, leaving patients wondering if your dental clinic still exists. Creating email workflows based on proven timeframes will help you find the right balance.
3. Prioritize Mobile Compatibility
More than half of today’s internet traffic occurs on mobile devices, underscoring the importance of optimizing your email campaigns for smaller screens. Using a mobile-responsive design can increase click-through rates by 15%, making it essential to meet patients wherever they are.
4. Provide Valuable Content
In a world where consumers are skeptical of what they encounter, it’s crucial to establish yourself as a reliable source. Educational emails featuring patient-centric messaging can deepen connections with your audience. Always include clear calls-to-action, such as links or buttons for scheduling, enabling current and prospective patients to take further action.
5. Capture Attention with Engaging Design
While your readers appreciate your emails, they don’t want to spend an entire afternoon reading a lengthy message from their dentist. If appropriate for the subject matter, incorporate visuals, graphics, or even gifs to make your emails visually appealing. Share just enough information to incentivize patient engagement, leading them towards the desired action. Utilizing proven email formats with catchy subject lines or enlisting the help of a dental copywriter to create custom content can significantly pay off.
Innovative Email Marketing Concepts for Dentists
In a fast-paced world, we need multiple tools to attract, engage, and nurture patients effectively. While another email may seem like a lot, it remains a steadfast means of engaging with consumers. Below are a few types of emails that have proven to inspire higher conversion rates:
1. Provide Tips and Tricks for Better Oral Health
With Dr. Google becoming a prominent authority on health-related matters and health-related searches accounting for 5% of all Google searches, emails offering oral health tips, videos, and product reviews can engage patients and build trust. Position your dental practice as a reliable source for the best oral health guidance.
2. Reconnect with Inactive Patients
Even in the best of times, patients can become preoccupied and neglect their preventive and restorative care. The pandemic further exacerbated this issue, with many people postponing elective treatments. Craft emails specifically designed to bring existing patients back for regular care, combining reinforcement with a clear call-to-action to schedule appointments. Leveraging software tools can simplify the process of uncovering unfinished procedures and sending automated appointment reminder emails.
3. Nurture Interest to Drive Treatment Acceptance
Important treatment decisions aren’t always made during dental visits. Some patients require extra guidance to make purchasing decisions, and you can facilitate this process. Segmenting your email campaigns allows you to deliver personalized information to patients based on their interests. For example, if Mrs. Wilson inquired about a smile makeover during her last visit, a series of emails discussing the benefits of cosmetic dentistry may help her take the next step.
4. Accelerate the Conversion Process
When a potential patient clicks on your Facebook ad about sleep health and visits your website, what comes next? By incorporating a contact form for them to download an e-report on CPAP alternatives, you can capture their interest. Subsequently, an email workflow focusing on sleep appliances can address potential obstacles such as fear, cost, time, or trust. Make it easy for readers to schedule an appointment as the next step you can incorporate engaging patient assessment tools to guide them seamlessly.
5. Offer Promotions to Capture Attention
Sometimes, you never know what might encourage a patient to take the next step. Monetary incentives, contests, and celebrations can serve as powerful motivators. Consider occasionally sending emails to your patient database with limited-time offers, such as $500 off Invisalign® cases. Alternatively, you could announce a contest where everyone is entered into a drawing for referrals before a specific date. Don’t hesitate to infuse your own creative ideas into birthday or holiday wishes.
Effective Email Marketing Strategies for Dentists
With individuals exposed to up to 10,000 ads per day across various formats, email marketing offers a distinct approach that engages and informs patients through direct contact. Consider implementing the following sequence, which combines valuable information with subtle yet effective marketing techniques:
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Email 1: Confirm a new appointment with relevant details.
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Email 2: Introduce your staff and showcase your office technology.
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Email 3: Send a reminder email the day before the appointment.
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Email 4: Follow up after their visit with a review request and a convenient link.
We can help your email strategies within various aspects of your office operations. A coordinated workflow integrates multiple tools and centralizes monitoring through a single platform. This efficiency benefits your teams with automated reminders and confirmations while boosting your bottom line through targeted campaigns and review requests.
Feel free to reach out to us to learn more about how email can help you grow your practice and nurture your relationships with patients.