Simply put, email marketing is how an organization communicates electronically with its customers and/or potential customers. Email marketing for doctors office in Princeton is easier and less expensive than other marketing methods like direct mail and in-person sales, but that does not necessarily mean it is always as effective. In order to maximize the performance and results of your email marketing efforts, you must be strategic in how you approach any campaign.
It’s estimated that up to 200 billion emails are sent each day. With that volume of emails and the number only expected to rise, it can be difficult to grab people’s attention.
But if you can craft a strategic and effective email marketing campaign, this method remains one of the most effective ways to reach your target market and direct them back to your website. Remember that your emails should provide fresh, relevant and engaging content that has a powerful “call to action.” You want your email recipients to click through to your website site because they’ve been inspired and motivated. One very effective way to do this is by sharing real-life stories and powerful brand testimonials.
Before you begin any email marketing campaign, ask yourself one simple question: Do I possess the tools to create the most effective email product for my brand? Because while direct marketing through email, e-newsletters or e-blasts is one of the easiest and most cost-effective ways to reach your audience, it shouldn’t be done cheaply. Be honest; evaluate whether you have the capability to create successful, mobile-friendly email campaigns that are professional and consistently executed is a way to ensure that your digital marketing strategies will grow your business and keep your brand on your customers’ radar.
Remember that email marketing for doctors office in Princeton is an ongoing program, not just a one-time effort. To that end, it’s important to take a long-term, systematic approach to your email marketing, often called “teasing.” It’s a lot like fishing, in that both email “teasing” and fishing require patience, expertise and luck. Each dangles bait in the hopes that they will get a bite. Executed effectively, teasers generate interest and curiosity. The target will be left wanting more and eagerly anticipating the next installment.
So how do you create an effective email campaign? Here are some tips to get you started:
Timing is key. Just like fishermen have better odds when it’s feeding time, the same goes for email marketers. Teasing a “Back to School” sale will be more effective in the summer months than in April or May. You need evaluate when your customers will have the biggest appetite for your product and services. Also think about how long to advertise a teaser. A campaign that lasts too long may run the risk of losing the audience’s interest.
Goals must be realistic. Make sure you establish goals before beginning your campaign. Think about what you are trying to achieve. Are you looking to boost attendance for an upcoming webinar? Encourage customers to buy a specific product? Entice people to fill out a survey? Create your goals in advance and make sure they’re realistic or you will end up frustrated trying to achieve an impossible goal.
Know your audience. Do you have a clear understanding of your target audience for email marketing for doctors office in Princeton? For example, are you trying to reach current customers, prospective customers or both? Are you trying to reach a particular age range or demographic? Knowing this information will help you establish and target your intended message. Marketers often say the winning formula for their success is to focus 70 percent of your strategy on finding the right target audience, 20 percent on the creative approach and 10 percent on the message. That’s because if the audience isn’t right, it probably does not matter what you say or how you say it.
Craft an irresistible subject line. You want to capture readers’ attention and entice them to open your email. Find words and emotions that will connect with your audience. Including a sense of urgency or call to action in your subject line is one way to do this. And above else, avoid words that will catch the attention of spam filters and put your emails out of sight before they ever reach a recipient’s inbox. Avoid words like free, promotion, discount or offer.
Remember that content is king. If a recipient opens your email, that’s great, but there’s still work to be done. You want to make sure that the reader stays engaged. To do this, make sure you get to the point quickly and provide a strong call to action. Adding fluff to your email only increases the odds that the reader will delete the message— no one wants an inbox full of junk email. Always make sure your email marketing for doctors office in Princeton offers something to the reader, whether it’s new information, a business offer or effective tips for business growth, the emails that ultimately get results are those that offer value to the reader. Your reader has given you the privilege of their email address, make your message worth their time.
Be memorable. Words are great, but remember that creativity counts in email marketing. Did you know that the brain processes colors and images before words? This is why subliminal advertising worked so well when it was first introduced. Our brain absorbs messages subconsciously before we can understand the entire message, words and all. Choose powerful and evocative images.
Details Matter. With only a second or two to connect with the reader, it’s important to be smart and strategic. Your email design must be powerful and memorable. Makes sure you incorporate the following design elements into your emails.
Be Mobile. More than half of people regularly access and read their emails on a mobile device. So your email marketing efforts must be mobile-friendly. Let’s face it, if your email marketing for doctors office in Princeton efforts look “blah” on a smartphone or tablet, you will be doing your company a huge disservice. Nobody is going to save your email to read later at a desktop computer, they’ll just delete it. And your effort will have been for naught. Making your content mobile friendly means simplifying your design and fonts. If you don’t have the capability to do this, get help. A marketing pro will help you create and send mobile-friendly and eye-catching emails that have HTML or clever graphic design elements embedded in them,
Don’t let your marketing take a summer vacation. Summer may be a tempting time to put the brakes on your marketing efforts, but resist the urge. Your marketing will have peaks and valleys, but your efforts need to be consistent to get the return on investment you seek.
Measure your results. This is where the rubber meets the road. Here is where you will measure your efforts and see if you met the goals you initially set for the campaign. If you met the goal, great. If you fell short, see what happened and then consider what adjustments you should make for future campaigns. The more data you have at this evaluation stage, the better. Professional marketing agencies have access to determine how many people opened your emails, how many of those people clicked through to your website and even more data that will let you truly evaluate ROI for your email marketing campaign.
Remember that creating an email marketing program, while it can be intimidating at the outset, can actually be one of the most cost-effective ways to engage with your customers and potential customers. Just make sure that you define your goal and strategy at the outset in order to maximize your outcome.