Sending out a newsletter from your practice can be a fantastic way to increase awareness of your brand, services, and specials. When creating a newsletter, it’s important to think about what topics and offerings your patients want to learn more about that are likely to draw them in to learn more or come in for an appointment.
The following four steps will help you create a newsletter that is fresh, engaging, and sure to draw in new leads.
- Build an Email List
The first step in creating a newsletter? Build a list of people to send it to, of course! There are two ways to organically create an email list:
- Load current client emails into your list
- Capture contact information via a form on your website
You can draw people to submit their contact information on your website form by letting them know that newsletter subscribers have access to exclusive offers and are the first to know about upcoming events. Consider leveraging social media and in-practice marketing to remind patients to sign-up, too!
You may have heard that it is possible to purchase email lists online, but this tactic runs a high risk of your newsletter ending up in these contacts’ spam folders as this would be considered an “unsolicited” email. When this is done in large volumes, email providers like Google could actually flag and shut down your account. Not to mention, these contacts have shown no intent of being interested in your products or services. Instead, it’s much easier to advertise to people that are already searching or interested in your offerings.
- Use a Newsletter Template
If you don’t have an email platform in place, a software like FloDesk can help you organize your email recipient list, design your content, and schedule email sends.
This software can also offer detailed reporting and analytics that will help you understand things like what topics your patients want to learn more about. This gives you an opportunity to create additional marketing tactics that can drive patients to learn more or come in for an appointment.
- Create Engaging Content
Using different sections to highlight different topics is a great way to organize your newsletter. Consider using some of the following as you design your email:
- Monthly specials
- Educational topics
- Upcoming events
- Q&A with staff member
The only call-to-action of your email shouldn’t be to “Book an appointment today!” Curating interesting CTAs is the best way to encourage your contact list to engage without having to be so sales-y. Consider incorporating different hyperlinked CTAs like:
- Follow us on Instagram here
- Feedback? Reply to this email
- RSVP to our holiday event
- Sign-up for early access to our product sale
- Join our loyalty program today
- Learn more about Ultherapy by calling our office
Hyperlinks not only encourage your recipients to engage with your email, but they also provide you insights and analytics in FloDesk that tell you what topics and information your patients are the most interested in. Then you can use these insights to create additional emails, social media posts, and in-practice marketing around these subjects that continue to draw patients in.
- Test Your Strategy
Email marketing is not a one and done project. It requires optimization and testing over time. Don’t be afraid to try new things and use insights and data to make enhancements. Consider experimenting with the following items over the course of a few sends:
- Subject lines
- Time of send
- Topics covered
- List segmentation
Get started generating brand awareness with newsletters! Our team is available to further discuss strategies to improve patient engagement!At Synergy Aesthetics, we are here to support you. Our team is available to speak with you should you have any questions, contact us today—Your Success is Our Success!