Email correspondence including newsletters and ezines are one of the best ways to make sure you are connecting regularly with your audience and updating them on your dental marketing campaigns.
In fact, many different strategies can be pulled together by a well-presented and engaging newsletter. Because of the various clickable areas on them, they allow your patients to be redirected to various different parts of your website so you can have multiple calls to action in one place.
Newsletter and ezine signups are also a great way of capturing data about your target audience. For example, this might include their name, age and location, but you can also find out exactly which areas of your products and services they are most interested in being updated about.
Although you might have a lot of signups and people who are opening your newsletters, you might find that you have difficulty in getting people to “click through” to your website.
If this is the case, you should be spending time thinking about how to make your email marketing more creative and engaging.
Too often, people fall victim to thinking that putting as much information as possible into newsletters is the right way to go, but this really isn’t the case. If you have a new product in your surgery, a novel way of showcasing it and the treatment it provides is by producing a hero campaign email.
What we mean by this is that you should have a large image – either a photo or a graphic – of the product and some key facts and figures next to it to explain what it does, but leave out enough information so that people have to click to find out more. Due to current trends, it’s more likely that people will click through the newsletter if the image is in a graphic or gif format.
Similarly, minimalism is key – in general audiences don’t like to open a newsletter that looks cluttered. You’re going to get much further by branding your products and services in a simple and easy-to-read format.
Although this isn’t really a trend, it’s still important for you to remember to optimise your newsletters for mobile formats. The reality is that a lot of your audience are going to be viewing what you send them on their smartphones or tablets and they won’t read something that isn’t formatted properly.
For information on how we can help you improve your surgery’s newsletters and ezines, contact Designer Dental marketing now.