Key Marketing Emails for Medical Practices
Of course, there are more than three kinds of email campaigns used by creative digital marketers. However, in this blog, we will discuss the types of emails that we most frequently create and send when working with our medical practice clients.
The three types of marketing emails we will discuss are: newsletter, transactional, and behavioral.
Newsletter Marketing Emails
Sending out a regular newsletter is an effective way for a medical practice to stay in the mind of patients and prospects. An email newsletter is typically implemented monthly or quarterly and can offer information on specials, practice updates, staff highlights, or news and happenings around your office. It is also possible to reuse existing content by incorporating blogs that have been previously published on your website. This allows you to get more traction out of your content, which could translate into additional revenue. Ultimately, when a newsletter is strategic, your medical practice can build on brand awareness.
To create an effective newsletter, we encourage you to consider a variety of factors and ensure these items align with the needs or interests of your audience, including:
- The length of your content: keep an email newsletter concise and to the point. Avoid block paragraphs of content and break up the information in a way that easy to read.
- The type of information: make sure the specials or articles you are sharing resonate with readers.
- The design, text placement, and images: ensure your email is pleasing to the eye and can be opened on a variety of devices, i.e., mobile-friendly.
- The call to action: the point of the newsletter is to get the reader to act, so make sure you have a strong CTA that tells the prospect what they need to do next, i.e., “Schedule a consultation,” “Learn more about X procedure,” etc.
Also referred to as an “autoresponder,” transactional emails tend to be automated emails between your practice and a patient. Receipts, invoices, appointment confirmations, and pricing inquiry replies are all considered transactional emails. As a point of reference, customers tend to engage with transactional emails at much higher rates when compared to other forms of email marketing—and they tend to seek this sort of email out as confirmation that a purchase has been made or an appointment time booked.
Therefore, transactional emails are an important marketing tool as they can give a patient an idea of the voice behind your practice and what it is like to pursue a service with you. Additionally, these emails offer the chance for cross-selling on products or services, can direct prospective patients back to your website, or take another form of action.
Behavioral Marketing Emails
Behavioral emails are messages that are personalized and targeted to align with the user’s behavior. As it relates to medical practices, behavioral marketing emails are centered around specific procedures and are designed to move a customer along on their buying journey. These emails are automated and track how a reader acts, such as when they submit a form, request more information, or interact with onsite media. Based upon the action the user takes, another email is automatically triggered, typically more personalized to the user’s specific interest. This increases the chances that a prospective patient will make the decision to engage with your practice, book a consultation, or make some sort of buying decision.
Behavioral emails offer an incredible opportunity for your medical practice to upsell, convert, and encourage the email recipient to take action based on their preferences and unique needs. You are providing immediate value to the prospective patient—and this leads to increased revenue for your company.