10 tips to healthier email marketing · 2019-03-15 · 10 tips to healthier email marketing |...

engage10 Tips to Healthier

Email Marketing

Lisa Tilt, President

2019 Healthcare & Wellness Practice Marketing Conference

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10 TIPS TO HEALTHIER EMAIL MARKETING | FULLTILTCONSULTING.COM

Why do it?01

02 The Nuts & bolts

03 Create & Curate Content

Design with style04

05 Build your contact list

06 Questions?

Agenda

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Email seriously outperforms social media marketing: Compare a 21.73% average open rate for emails versus Facebook’s organic reach of a measly 6% of your fan base and Twitter’s less than 2%.

According to a recent report*, by the end of 2019, the total number of email users, which includes both consumer and business email users, will reach over 246 billion, representing an average annual growth rate of 3%.

Email is still the king of Digital media

It is permission-based marketing, so the people who connect with you really want to be there.

Email marketing can complement all of your other marketing strategies and tactics.

Source: *Radicati Group

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Healthcare & wellness email mARKETING

HOW CAN IT GROW MY practice?

Improve patient engagement by keeping them informed

Enhance their engagement, or experience

Increase social reviews and recommendations

Keep patients returning

How can I accomplish this?

Inform and educate about your practice and services

Build and improve patient relationships

Stay connected with your patients

Develop loyalty and trust for your practice

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Why make time for email marketing?Bottom line … it increases your bottom line.

Make a connection

Email marketing isn’t just about you, it’s

about your patients and how you nurture

that relationship.

Make them feel like they’re part of your

tribe and they will grow more and more loyal to your practice.

Make it your own

Email templates allow you to add

your logo and change theme colors

to parallel your branding.

Pick a style that matches the look and feel of your

practice.

Hand-select information

Selecting content is fun AND important.

Capture attention by giving access to your practice: meet doctors & staff, first

to inform on new products/services,

offer birthday wishes.

Reach patients anywhere

About 3 in 5 people check their email on the go (mobile), so go where they are.

75% of say they use their smartphones most often to check

email.

Budget- and time-friendly

Email marketing is less expensive than traditional direct mail

or advertising options.

It’s accessible on any computer, so it’s

easy and convenient to

manage.

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Intriguing subject lineSubject lines are crucial in email marketing. It’s what gets your email opened and it’s probably just as important as the message itself.

Keep it simpleThree main points healthcare email marketing

Telling a story with IMAGESA wide variety of photos are a must to help convey a message or tell a story. Photos lead the eye down a page and help to capture the attention of the reader.

COMPELLING CALL-TO-ACTIONA call-to-action (CTA) included in every email will tell your customers what to do to engage, where to find you, and help you track results.

Overcomplicating the process will discourage

you from executing.

Overcomplicating contentwill turn your patients

away.

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Best PracticesEvery opened email is a point where a person is interacting with your practice.

EMAIL TEMPLATE• Easy and time-efficient way

to create beautifully branded messages

• There are a variety to choose from

• Creates a consistent look and feel

CLEAN DESIGN• Keep it easy to read with

plenty of white space

• Drag & drop from the template menu to avoid coding issues

• Your customers will come to expect how to interact with you online

CONTENT LENGTH• Too long or too boring leads to

unsubscribes

• Communicate with a few clear messages

• Eye-catching header supported by 2-3 information blocks 3-4 sentences each

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Best PracticesEvery opened email is a point where a person is interacting with your practice.

Tone of voice• The tone reflects your brand

personality and how your customers will respond

• Conversational copy leads to more personal and genuine interaction

• Ask questions and provide the answers to create dialogue

Mobile friendly• Mobile-first society requiring

emails to be easily read on devices

• F&B industry among the highest:

• 50% mobile (iPhone, Android)

• 37% webmail (IE, Firefox) • 13% desktop (Outlook,

Apple Mail)

Frequency• Don’t over-saturate your

followers

• Overwhelmed customers hit the unsubscribe button

• Quality over quantity

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Start with Hello

“Welcome” emails generate 5 times more clicks than typical promotional emails.

Quality over Quantity

Start with what you can manage. Maybe start with one monthly email.

Editorial Calendar

Mix content in small bite-sized pieces. Include tips holidays, national days.

Content Amplification

Align email content with all other marketing channels.

Plan with your time in mind

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One of the biggest advantages healthcare marketers have over most other verticals is that the vast majority of patients are interested in the emails.

They care about their health and wellness!

Every email is an opportunity to engage the recipient.

Patients want to engage

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Social Proof

We engage more when we are in-

the-know

Perceived value

If what you say is appealing, we will spread the word

story-telling

We don’t just share information,

we share stories

EMOTIONWhen we care,

smile and laugh… we connect

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Value to the recipient to gain attention and response

Value to the recipient's community to encourage sharing and gain attention and response from that community

Value to the sender the attention and response makes a difference to your business goals

“valuable” content

Source: Smart Insights

Focus on what recipients would find valuable without forgetting that the content also needs to contribute to your business’ success. Good marketing content brings:

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Get to know your doctors and staffHow-tos and tips

Ask for online reviews and feedback

Upcoming events and specials

content elementsKeep things fresh by rotating regularly through these content pieces.

Showcase patient stories (get permission first!)

Polls, surveys, quizzes

… and create a call-to-action every time

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Use plenty of it, but not so far apart that it looks like the email has ended prematurely. Spacing can go a long way to giving your emails that “well-crafted” look and making your key messages pop.

Whitespace

design tipsRemember there is a person at the other end of your email.

An adult’s attention span is, on average, 8 seconds long, so structure your email design for quick reading. Short paragraphs connected to great images in an easy-to-read format.

Easy reading

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Take good quality photos. Or curate images through good photography websites (avoid cheesy stock photos!). Options for free images include Canva and Unsplash. Or pay for Adobe Stock or Death to Stock.

PHOTOGRAPHY

design tipsInclude alt text for your photos and images for those emails that don’t populate.

Videos have been shown to nearly triple ROI over static emails. Including a video in an email campaign can increase click-through rates by 96 percent.

Short videos

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Icons are a great way to add another visual element to your email newsletters. Here are a few places to find free and inexpensive icons online: Noun Project and Dry Icons.

Use of iconsThe balance between information and design makes it easy to follow along. Each section covers a different topic while incorporating graphics, photography, and a small amount of text.

BALANCE

design tipsDon’t use too many symbols, exclamation points, broken links, or distracting backgrounds.

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Good email address lists aren't for saleAnd other reasons why buying an email list will hurt your email marketing efforts.

Source: Hubspot

Reputable email marketing services don't let you send emails to lists you've bought.

Good email address lists aren't for sale.

People on a purchased or rented list don't actually know you.

You'll harm your email deliverability and IP reputation.

You can come across as annoying.

Your email service provider may penalize you.

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grow Your list organically

Encourage sign-up in your welcome email & patient intake

Provide a sign up on your website homepage

Include link on the patient portal

… Grow your list organically with new patients, former patients, referrals, community contacts.

ask patients to refer family & friends

Encourage patients to follow you on social media

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One of the biggest differences between healthcare and other industries is the importance of privacy. Even a general message can be viewed as personal information by patients.

Most are worried about the data that healthcare providers possess. In a survey of healthcare industry employees, 63% of employees believe their organization has experienced a data breach.

The key to long-term marketing effectiveness in healthcare is trust.• Ensure all systems and processes are secure• access to patient personal information as well as your

marketing platforms• use email marketing tools that are HIPAA-compliant:

MailChimp, Drip, Prosperworks, and Agile CRM

Put security first

https://mailchimp.com/

https://www.drip.com/

https://www.prosperworks.com/home

https://www.agilecrm.com/

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Follow legal requirementsKnow how to stay compliant with U.S. CAN-SPAM Act requirements

Tell recipients how to opt-out of receiving future emails from you.

Honor all opt-out requests within 10 business days.

Don’t use false or misleading subject lines or header information.

Monitor what third parties are sending on your behalf because you’re still legally responsible.

Your message must include your valid physical postal address.

Identify your message as an ad, with some leeway.

Source: Federal Trade Commission

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Follow us, we’ll follow you back

Full Tilt Consulting

Full Tilt Consulting

@FullTiltATL and @RoswellTilt

@FullTiltATL and @LisaTilt

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Thank you & Questions

Contact: Lisa Tilt, President

[email protected]

(404) 388-7047

FullTiltConsulting.com

Clarify. Communicate. connect.Full Tilt Consulting

mailto:[email protected]

10 tips to healthier email marketing · 2019-03-15 · 10 tips to healthier email marketing |...

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