Building your cosmetic dental practice email list will be the most important marketing job you ever do.
As you grow your list you will also grow your dental clinic – if done correctly!
People ask me all the time, “why email, isn’t email dead?”
When I hear this comment, I quickly remind them that you can’t sign up for any online services such as Skype, Google Hangouts, Facebook, Twitter, etc without an email address.
Email is very much alive and well!
But it’s so much more than that, you should build a list because email is the most intimate online relationship you can have. It’s a technology that has stood the test of time and an email address is the most prized asset you can get from a future and existing patient.
Very quickly your email list becomes your major business asset, a relationship builder and the focus for all of your marketing activity.
Simply having a list for your template designed cosmetic dental newsletter that’s only filled with clinical information, but no personality is a serious opportunity missed. It means you have misunderstood the simple fact that people buy people. They don’t buy your dental clinic!
Your Number One Email Marketing Lesson
Email gives you have the opportunity to connect on a human level.
Here’s my rule of thumb for running your own dental email marketing campaigns:
“Offer real value, be unique and creative and most of all, communicate on a one to one level even though your email may be going out to thousands”.
This approach will consistently maximise the number of subscribers you convert into patients.
There will be a direct correlation between the number of your subscribers and your total patient lifetime value. It’s true when they say the money is always in the list.
Core to your marketing should be the task of tracking how many prospects you add to your list every week. Furthermore, it’s important to track how many email subscribers go on to become patients, monitor their open rates, the click-through percentages and the number of unsubscribes.
I Have An Important Question For You
How often do you give your email address out in a high street store only to be bombarded with one offer after another?
Do you end up feeling just like another number in their database or someone they REALLY care about?
It’s a poor show and one that doesn’t build long-term meaningful relationships with your prospects, customers and clients.
Equally, businesses make the big mistake of capturing someone’s email address and then not contacting them at all.
Are you beginning to see the two extremes that most businesses fall into?
Your Fundamental Dental Marketing Job
It’s fundamentally your job as a dentist to remind prospects and patients to use your services and treatments.
It’s a waste of resources to attract people to your list, either as prospects or patients, and not follow up.
You need to be persistent in your follow up. I discuss the strategies you need to implement successful email marketing strategies here.
Always be front of mind, using all of the tools available to you.
Remember prospects will take you up on your offer long after the initial contact. You should appreciate they may not be ready to book an appointment with you straight away.
Perhaps you haven’t built up the necessary trust for the reader to feel at ease in calling you for an appointment. If this is the case you should consider what questions they need answering to put them at ease.
There are many ways to consistently follow up.
Have you ever been to a website and then mysteriously you see ads for the same site as you continue to browse the internet over the following days?
It is as if you are being followed around the internet!
How To Follow Up Online Outside Of Email
When you see this happening it means the business “following” you have implemented “remarketing” in their Adwords account. They are tracking you as a past visitor using a cookie that’s dropped when you first landed on their website. The act of following you means their brand stays with you and in front of mind.
Recently I was looking for some running shoes and whilst searching I spent some time on Sportsshoes.com. Subsequently, I saw ads for their products on different websites over the following weeks.
To a third party it may seem a bit odd advertising sports shoes on sites completely unrelated to sports, but in actual fact, it’s a VERY powerful way of strategically following up with someone that previously visited your website.
The more you follow up, the more you can help your list know, like and trust you.