Written by: Lidia S. Hovhan
Dental email marketing is a cost-effective way to grow your dentistry business. Here are a few ideas to kickstart your email marketing efforts to drive results.
Having online visibility is a surefire way to grow your dental business in this internet era. After all, whenever someone wants any services, the first thing they do is an online search on platforms like Google.
It would be prudent to note that big practices are buying up so much ad space on Google, meaning attracting patients to your small to medium-sized dental practice can be a daunting experience. However, there are other tactics, like email marketing, that are proven to get you better results and still get a share of the market.
This post highlights dental email marketing and how you can leverage it to grow your business.
THE BENEFITS OF EMAIL MARKETING FOR DENTISTS
Email marketing remains a leader in the world of digital marketing, ideal for the growth of both small and large businesses. According to statistics, you stand to make an average of $42 for every $1 you spend on email marketing.
Moreover, 60% of consumers claim to have made purchases based on an email they received. This is much higher than the only 12.5% of consumers who made a purchase based on a social media post they saw. These numbers clearly point to email marketing as one of the best digital marketing practices for dentists seeking new patients.
Still, even with the general numbers indicating how important email marketing is, how is it directly helpful for a dental practice?
Here are some key benefits of dental email marketing:
Email marketing is one of the strongest digital marketing channels, with a 4,200% Return on Investment (ROI).
With targeted marketing dentistry campaigns, you get to hit the nail on the head and appeal directly to potential customers to get into business with you.
The overhead costs of email marketing campaigns are much lower than many other marketing strategies. You get to spend less, but with the potential to gain much more.
BETTER ENGAGEMENT WITH PATIENTS
Email marketing enables you to build deep and long-lasting relationships with your patients. Creating engaging emails shows that you prioritize your patients and their needs. This makes them feel valued and that you have their interests in mind.
You can keep in touch with both your existing and potential customers. Building trust between these two groups makes them confident in you, and they will surely book appointments with you and refer you to their network.
BUILD YOUR REPUTATION IN THE DENTAL FIELD
Establishing trust between your business and clients, regardless of the field, is critical. This is especially true for businesses in the medical field, as people will only want to seek services from practices they deem ‘trustworthy.’
Through proper email marketing strategies, you can position yourself as a knowledgeable figure in the dental industry; hence, building credibility and reputation. Some ways to go about this would be by sharing helpful resources and content showcasing your expertise in the field.
Whenever you build your reputation in dentistry, people will trust you and that will eventually turn them into loyal clients.
EMAIL MARKETING IDEAS THAT DRIVE RESULTS
Email marketing for dental offices can be rewarding, but only when done correctly.
To help you get started, here are a few dental practice email marketing ideas to execute:
START WITH A WELCOME EMAIL
A welcome email is arguably the most important email you can ever send to your subscribers. It sets the tone for your new relationship and allows you to introduce your brand to them. You can include helpful materials or information that made them subscribe in the first place.
Moreover, you can also include promotional offers in this welcome email, as according to statistics, a welcome email with special offers can boost revenue by 30%.
THE NEW PRODUCT OR SERVICE EMAIL
You can introduce a new product or service to your subscribers through a well-crafted email.
For instance, if you have acquired new technology for teeth whitening, you can send out a targeted email to your subscribers to inform them of the big news.
To increase conversion rates, you can include more information on the new service or product, such as how it is done and who it’s best suited for, among other benefits.
It would be best to include a limited-time offer to create a sense of urgency and trigger the purchase.
THE EDUCATIONAL AND HOW-TO EMAILS
Keep your subscribers engaged and build authority in dentistry by curating and sharing relevant educational and informational guides via email.
Providing them with this information makes your subscribers view you as more than just a dentist and see you as the one-stop shop for all their dental-related queries.
Moreover, doing this increases their trust in you, eventually bringing in more loyal clients.
Reminder emails may not be viewed as a direct sales-generating campaign, but they significantly impact your total revenue.
Sending reminders to your patients for upcoming appointments helps maintain accountability and reduces no-shows.
Furthermore, instead of simply reminding patients about their upcoming appointments, you can use this opportunity to upsell and bring to their attention any additional services they may require.
TARGETED PROMOTIONAL EMAILS
Instead of emailing your entire mailing list, you can target a specific group to increase conversions and make even more sales. For instance, you can send an email to re-engage inactive clients, reward loyal patients, or give special discounts to potential new clients.
For this email campaign to work, you need to have a deeper understanding of all your different audiences to be able to create emails that would trigger a purchase from them.
HOW TO LAUNCH EMAIL MARKETING CAMPAIGNS FOR DENTISTS
If you are convinced that email marketing is the way to go for your dental practice, here are a few steps to follow to get started with it:
START BY BUILDING A SUBSCRIBER LIST
Without a subscriber list, you have no one to send your promotional emails to. You can grow your mailing list through every possible method at your disposal. For instance, to collect emails, you can have a simple form on your website, through PPC ads, social media posts, etc.
Moreover, you can collect your patients’ email data whenever they visit your clinic.
CHOOSE A GREAT EMAIL MARKETING PLATFORM
A professional email marketing platform saves time that could have otherwise been spent with your patients. Such platforms make it easy for you to segment your audiences and send bulk targeted emails.
Choosing the best email marketing platform may be a daunting experience, especially if you are unsure of what to look for.
Some factors to consider when scouting for one include the designs and layouts available, templates, scheduling, email management, and analysis.
BUILD AN EFFECTIVE PERSONALIZATION
Even though you may be sending emails to a large group of people, ensure that you only send out personalized emails. The recipients have to feel like you are only sending the email to them and not because they are part of a group.
Most reputable email marketing platforms allow you to add personalization to your emails, and you can address individual recipients by name or any other necessary personalization.
Personalizing marketing emails also entails having a more profound knowledge of your audience. Do not send out a generalized email to all your audiences, as some may not find the content helpful.
Segment your audiences and send them relevant emails that resonate with their specific needs.
DO NOT FORGET TO ADD A CALL TO ACTION
Always have an agenda or a goal in mind before sending out any emails. What do you intend to achieve once your audience reads the emails? Is it more sales of a product? Get more appointments?
Once you have in mind what you wish to achieve, ensure that you have a call-to-action button within your email. Regardless of the email content, enable your recipients to take action after going through your email.
RACK THE PROGRESS
Failure to track the progress of your email campaigns is like doing something blindly. If you have no idea how your campaigns are running, you may not know how to improve them.
Depending on the email marketing platform you’re using, you can track the performance of your campaigns based on metrics such as the number of emails sent, emails opened, bounced emails, actions taken, etc.
Through this data, you can optimize your campaigns and create better ones based on the lessons learned from the previous ones.