With 95% of online consumers using email and 91% of those consumers checking their email at least once a day, according to Exact Target, there is still a tremendous opportunity for medical and dental professionals to grow their practice viaemail marketing. In fact, Email Expert, estimates that for every $1 spent on email marketing, the average return is $44.25. Yet even with this great potential so many businesses struggle with email marketing.
According to a study conducted by Ascend2, while list growth remains a top focus for 67% of marketers in terms of the overall success of their marketing programs, increasing email list size was a major obstacle foremail marketing.
Based on the study, marketers rated the following obstacles impacted the growth of their email list:
- 44% said content relevance/value
- 43% said list growth expertise
- 40% said email list hygiene/accuracy
- 39% said strategy effectiveness
- 23% said externally sourced list quality
- 19% said social audience conversion
- 17% said spam regulatory compliance
- 12% said unsubscribe rate
While nearly half of Ascend2’s survey respondents said increasing list size was a major objective for email marketing, results from a November 2014 poll conducted by Salesforce Marketing Cloud indicated that what happens after you get an email address is more important. In this study only 12% of respondents used list growth rate to measure success. At the top of their list for email marketing success was clickthrough rate (47%), conversion rate (43%), click-to-open rate (38%) and even unsubscribe rate (23%).
For medical and dental professionals there are a few easy ways to grow your email marketing list such as:
- Getting email addresses from existing patients on intake forms and uploading them to your email marketing software program
- Asking for website visitors to provide their email address to sign up to receive newsletters, deals and offers
- Asking for email addresses on any website contact forms
When developing an email marketing strategy, first define why you want to create an email campaign. Consumers inboxes are already flooded with emails – especially emails from other companies. If your email doesn’t offer something of value, why should they read it? Make sure you focus on providing value to both potential patients and existing patients.
Ultimately your email campaign is successful if it achieves your goal which is why knowing that goal upfront is critical. So what is your primary goal: generating revenue, attracting new patients, getting more email addresses, getting existing patients to come in for additional services, increasing positive reviews online? Once you know that goal, craft your emails to achieve it and measure against it.
If you want to get the $44.25 return for every $1 spent on email marketing, then you have to focus on your goals and providing valuable information to your email subscribers.
About Alan Moore: Alan started his career in 1999 as an Marketing Consultant and is the owner of www.ExtraPatients.com. Over the years, he has migrated his focus of expertise to everything digital. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $3,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call to schedule a Free Online Marketing Consultation for your practice.
To read more of the article that inspired this blog, please visit:http://www.emarketer.com/Article/You-Happy-with-Your-Email-List-Size/1012001/1