How Writing 1 Email Newsletter Drives 20-50 Additional Patient Visits per Month for this Chiropractor.
Written by Michelle Mullen
Over the last several years I've worked with small business owners all over the world. In that time, I've not only helped them grow using the power and reach of the internet, but I've also gotten a chance to learn a thing or two from some of the best out there.
If you pay attention to online marketing techniques and methods as much as I do, you start running into some really smart ways to drive more business every month.
Dr. Ben tells me that he first stumbled onto his email method when he was first starting out in practice and was actually sending out physical letters in the mail.
Email Newsletter Mistake #1:
Only Sending out Promotions.
One of the quickest ways to mess up your email newsletters is to only send out an email when you have a promotion. It may sound counterintuitive because people love getting great deals (especially from businesses that are local to them), but this happens a lot. When the only thing you email out is promotion, people actually get bored with that.
Unless your email always contains deals that "give away the farm" you'll end up having less and less opens over time. This is also a terrible tactic because you'll create a culture of "deal seekers" in your customer base. Folks will only come in with a coupon or will wait to come in when you offer a deal.
Promotional or Deal emails can be a great "every so often" tactic but it can hurt your business a lot if this is the kind of email you send out month after month.
Email Newsletter Mistake #2:
Writing Boring Content.
This should be a no-brainer but we've found that a lot of business owners mess this up because they just get too busy and the process of writing great content for their monthly newsletter just becomes a task to complete because they know they should. This usually results in the content of the newsletter being bad and the folks reading it to not want to ever open up an email from that business again.
The secret to creating an email newsletter that actually brings people through the front door is to create something that is topic and that teaches (all while branding you as the expert.
An Example of the Kind of Email Newsletter that Works:
The above email newsletter works because:
It's something that is topical (this was sent out right around the beginning of October as Football was getting into Full Swing.)
It has actionable information.
It's about helping the Reader... not about educating them about the business.
The "Call to Action" at the end is topical without being pushy.
When you build out content like this, people will open it and immediately have a "good feeling" about the person who sent it (who they already like because they are existing customers). This leads to them wanting to come back in and do business with you.
How to get the Same Kind of Results without having to wrestle with the tech or write any of the Content for your Email Newsletters.
You might be like a lot of my clients that I write monthly newsletters for. You're a dentist that realizes how profitable it is to send out a monthly newsletter every single month, but you don't have the time and/or desire to do it yourself.
I specialize in building a system that gets and retains more dental patients even if you don't have any more time in your day.
Higher Results Marketing