Many of us distinctly remember hearing, “You’ve Got Mail!” and for good reason. Email is an exciting and engaging medium and a highly effective form of marketing. Despite the rise of social media and changes in generational communication preferences, email messages still reach 1 in 5 subscribers in the medical and beauty categories. Email marketing works, it’s cost effective, and it isn’t going away anytime soon.
For medical marketing strategies, email marketing should be at the top of your list because it’s a direct way to speak to prospects or your existing clients who want to hear from your practice or spa. At Etna Interactive we understand the importance of this tried-and-true marketing tool, and we use this approach for many of our clients in their integrated marketing plans.
Why Email Marketing Is So Important for Your Business
Consistent email marketing efforts help your practice build relationships with prospects or nurture relationships with existing patients; create brand advocates; and, most importantly, drive immediate buying behaviors.
It’s permission-based marketing, and as Seth Godin describes the term, “permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”
Your email marketing subscribers are a pot of gold. They are already in your sales funnel and either thinking about choosing your practice or are considering coming back again. They have explicitly given you permission to communicate with them in their inbox (we like to think about it as someone inviting you to come into their home). They need to be nurtured without being harshly sold to. It’s a delicate communication process that we understand.
Your email distributions can cover several different topics:
We understand that practices are busy with the day-to-day operations – a factor which often keeps them from sending out quality email distributions (if any at all). This is why partnership is so important to us.
We ensure your email marketing account is set up properly following email marketing best practices and compliant with anti-spam legislation CAN-SPAM and CASL (Canadian Anti-Spam Legislation).
Email marketing is a long-term strategy and starts with building a quality email subscriber list. We facilitate several strategies to grow your list, which means your messaging is reaching a wider audience for a greater impact.
Your branding is important to us. We will create a branded email template that is professional, inspires trust, and matches the aesthetics and quality of your website. The imagery and text we use for every distribution will match your tone and strive towards achieving your overall business goals. Everything is well thought out and strategically executed.
We are numbers people by nature, and paying attention to the metrics after each distribution helps us learn about your subscriber list. We look at everything from the more general metrics: open rates (how many people opened your email) and click-through rates (how many people clicked on links in your email), to the more advanced and story-telling metrics: those which help us determine which content drove the most links to your website and brought in the most leads.
Etna doesn't just keep up with industry changes, they keep ahead of them."
When email marketing is done correctly, it can provide many benefits to your business:
Builds trust and fosters relationships with email subscribers
Starts a conversation with clients and prospects. While your website waits for visitors, email delivers your information and special offers to subscribers.
Emails can easily be shared with the subscriber’s trusted network, therefore, spreading the word about your business
Integrates with other forms of marketing like social media campaigns and your blog
Partnership is incredibly important to us, and your email marketing is no different than your website. We know your business goals, we understand your voice, and we know your website. With each client having a customized strategy, every email we create for our clients is unique to them and their brand.
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