Social media, print, content, influencers, and digital marketing are everywhere and are typically the areas businesses focus on the most. However, there is an underdog in the world of marketing that companies often overlook: email marketing.
It is incredibly simple to implement, keep track of, and see meaningful results from.
Just ask any physiotherapy marketing agency, and they will all say the same thing: you absolutely must include emails in your outreach strategies.
In this article, we will go over the general structure of email marketing, how it will keep your patients engaged, how to get started, and a few examples to help you from the get-go.
What is email marketing?
First, you can’t dive headfirst into something you have absolutely no knowledge of, so let’s quickly dissect what it is.
Email marketing is an avenue of digital marketing that many businesses employ to keep customers engaged through emails. The type of content within these emails can vary from promotional, updates, member-exclusive, and so many more, but it’s truly up to you to decide.
Why is it effective?
Through an effective email marketing strategy, you can constantly engage previous and new clients in your physiotherapy services. A personalized message can update them with the latest news and keep your brand alive in their minds.
Additionally, email marketing has been proven to generate even more website traffic, create brand recognition, retain current customers, and enhance other marketing efforts.
How to Get Started
Now that we’ve discussed email marketing and its potential effectiveness, where do you start?
1. Build a mailing list
First, you need to build your mailing list, which means sitting down with your team or a specialized physiotherapy marketing agency to create one. If you don’t already ask your current clients for their emails or new ones when they walk through the doors, you need to start implementing that immediately by training your front-line staff to ask for their emails.
Another method of obtaining a client’s email address is to ask them to refer a friend or family member to your services. Get as many emails as you can, and you’ll have the start of your mailing list.
2. Divide and conquer
Now, you need to divide your email list into three main categories, but of course, you can do more if you see fit. The top three segments are leads, current patients, and past patients.
Leads are people who have never booked a service with you, but seem interested in learning more about your services. Current patients are, of course, those who currently use your services. Past patients are those who you have served previously, but haven’t booked any more appointments with you.
3. Set up automated emails for each segment
Based on the categories you made prior, you can create a standard email for each segment that can be sent automatically each month, week, or whenever you want.
You can use several physiotherapy marketing agency services to ensure that even though these emails are automated, they stay personalized for each contact. Through this hands-off approach, you’ll be able to give more attention to any other marketing efforts you’ve got going on.
There are many types of automated emails you can send, but it should be standard practice to send one after a client books a service with you, after their treatment, and if they enter their email address on your website to sign up for your mailing list.
You should also send follow-up emails to customers who haven’t opened or responded to your first email. Be sure to set up emails for holidays or promotions; this will make your clients feel valued and help build brand recognition.
4. Craft your emails
We’ve all opened our inboxes and completely ignored any emails with a subject line that didn’t resonate with us, regardless of whether we’re aware of the brand. Consider working with a physiotherapy marketing agency to help you create compelling subject lines and content that your email contacts will be intrigued to open. As a result, you can generate even more potential leads.
5. Timing is everything
In the beginning, chances are that the majority of your contacts will be in the same area and, thus, in the same time zone. If they’re not, be sure your email lists are even more segmented and based on your contacts’ time zones.
You’ll want to optimize when they receive their emails to increase the likelihood they are opened. It’s generally recommended to send emails before or after their typical working hours because this is when people are free to sit down and actively go through their emails.
Is it working?
Now that you’ve gone through all the steps and are sending out emails, how do you know if it’s actually working? There are actually quite a few ways to track how well your email marketing efforts are doing.
1. Open Rate: Analyze the percentage of how many users open your emails. The average for all industries is about 19.8%, so around that or even higher is fantastic.
2. Click Rate: All of your emails should include a button for people to click that will lead them to your website. Tracking this can be a great way to see if your emails are even being read.
3. Conversion Rate: This is for leads and past clients, and is used to see how many of them claimed a discount you’re running or booked a service with you. Essentially, it calculates how many people from your email list end up using your services or products.
4. Unsubscribe Rate: This tracks who unsubscribes from your mailing list. Don’t be discouraged, though; there are plenty of other fish in the sea!
5. Contact List Size: This is simply keeping track of how many people are in your current mailing list.
Contact an Expert Physiotherapy Marketing Agency
In conclusion, every physiotherapy marketing agency hails email marketing as a strategy that can yield meaningful results, keep clients engaged, and encourage them to book more services with you.
For more information about how email marketing with a physiotherapy marketing agency can help expand your clinic, call PhysioMarketing at 833-410-2735 or contact us online.