The marketing weapon you can’t afford to overlook

There are good reasons to revisit your E-newsletter campaign.

With the buzz around social media, it can be easy to overlook email.

However, a monthly newsletter could be the most effective marketing tool you have available to generate referrals and reactivations. This classic marketing tool is as productive as ever – perhaps more so, when you consider how well it integrates with other marketing areas. Using this channel along with your website, blog and social media interactions can produce powerful results for your aesthetic medical practice.

An effective monthly newsletter is key to your practice’s long-term growth success, and patient referral and retention. Your patients are invaluable and keeping in touch is key to seeing people come through your doors again – as well as generating referrals. If you keep in touch, you are the first person they think of when they need any kind of aesthetic help. This is where your newsletter comes in.

One of the fundamental reasons for producing a patient newsletter should be to educate your patients, so make your newsletter of real value to your patients. Those who subscribe, care. Your newsletter can help generate new patients, so treat it as a marketing exercise to potential new patients.

Content that converts

Email is the ideal way to stay in touch with website visitors or subscribers. Rather than typical marketing emails, a newsletter is a distinct type of email marketing that is more content-focused.

For businesses looking to reach their audience directly, crafting a newsletter may offer a unique set of benefits.

As consumers continue to open, read and click-through a brand’s newsletter, brands may build trust by delivering high-quality content that keeps the reader engaged.

Wondering what you can include in your newsletter? Consider your patient strategy: ask yourself what you are trying to communicate to them at present. Importantly, make sure you promote your new and existing treatments and services – don’t assume your patients will already know about them.

Effective emails include these key elements:

  • Powerful subject line that entices people to open and read your message
  • Succinct body copy with valuable information
  • Links to your website or blog
  • Compelling calls-to-action
  • Addressed from a real person, not company names

Are you getting the response you want? Each email campaign has a goal – to generate new leads or referrals, schedule more consults about certain cosmetic enhancement procedures, sell more products, boost blog subscriptions, increase Instagram followers, and so on.

It’s important to study and carefully assess all your inbound marketing results because they will tell you what you’re doing right and where you are missing the mark. That way, you can continuously refine your marketing to make it even more successful.

For email, key points to look at include:

  • Open rates – your message is wasted if no one sees it
  • Click-through rates (CTRs) from the email to your website
  • Email list growth rate over time

Click-through-rates are particularly important because they show conversions – the purpose of your email campaign. You can see details, such as which target segment(s) are converting, what offers they’re responding to, and you can weed out individuals who have not responded at all over time.

Two factors motivate email readers to convert (click-through): relevance and timeliness. You may have a goal for your campaign, but people want to know what’s in it for them. AMP

Why newsletters are making a comeback

While social media took the reins in the late 2000s, many marketers proclaimed that email marketing was dead. Social media posts were preferred by marketers for their real-time qualities and their ability to reach consumers.

However the amount of content on social media is often overwhelming and it can be difficult to know what’s relevant. With organic reach on social media at an all-time low, marketers are returning their focus to email. According to Salesforce’s 2015 State of Marketing report, 63% of marketers now use newsletters as a part of their email marketing strategy.

What’s more, newsletter marketing tends to have a longer shelf life. Email marketing may allow the consumer to receive the marketing message and content at a time that’s most convenient for them. It’s also now easier than ever for brands to reach consumers on the go. Another Salesforce study revealed onethird of subscribers read emails on their mobile devices at least 50% of the time.

With an ease of access, longevity and brand awareness opportunity, newsletter marketing will likely continue to grow as a channel of choice to build patient referral and retention.