OKAY. You have purchased a new wedge for your online golf game. Now you receive an email from the company every day. You wonder about the logic of such a frequency: how can we need so much new golf equipment? It sounds like a nuisance even if you don’t unsubscribe from the company email.
When it comes to using email to promote your medical or dental practice, you are reluctant. You don’t want to be a parasite on your patients.
The truth is, email marketing works incredibly well and is anything but hated. Its return on investment is unmatched, and when the patient receives the message at the right time, they can travel instantly to make an appointment.
At Advice Media, we are big fans of the practices of our clients who use email marketing not only to maintain a dialogue with clients, but also to educate and provide timely offers and suggestions.
In this midsummer blog, let’s cover some cool facts about email marketing.
Email is chargeable
Email marketing has an incredible return on your investment. It is estimated that for every $ 1 spent, the return is $ 42 to $ 44. That’s a 4200% to 4400% return on investment. It is much more than any other form of marketing, digital or traditional.
There are several obvious reasons for this. Creating an email is easy. You can do this directly in your practice, or you can ask our team at Advice to create them. Either way, your fees are very low. You pay for your email marketing service to send your messages to your list, but these costs are also quite low depending on the size of your list. Compare that with traditional media, such as radio, where you have production costs, talent costs, and you have to save time. Pay-per-click advertising is extremely targeted and profitable because you only pay when someone clicks on your ad, but it still can’t compete with the ROI of email marketing.
Email is common and used by everyone
Wondering how many emails circulate in the electronic space each day? This would represent 306 billion emails, which is expected to grow to 361 billion by the end of 2024. Over 92% of adults online use email; 61% use it every day. Email is used by over 4 billion people around the world. That’s half of the world’s population.
The email reaches the target immediately
When you post an article on your firm’s Facebook page detailing a monthly special, there’s no guarantee your Facebook fans will see it. It’s estimated that only 2% of your Facebook fans see your posts in their News Feed.
With email, 90% are delivered to the target’s inbox. This is especially true if your patients have opened your messages in the past, as their email platform will not consider them spam and potentially block them.
Your messages also open quickly. Research shows that 21% of emails are opened within the first hour of delivery. After three hours, 41 percent were opened. This means that you get almost immediate interaction for your post, so it can be timely with what you are talking about or the offers you are offering.
People love to receive your emails
Because we all get so many emails, it is assumed that we don’t like them. Not true. Various studies have shown that 61% of consumers like to receive promotional emails every week, 38% of those wanting to receive messages more frequently.
Compared to social media, 72% of people prefer to receive promotional content via email, compared to 17% who prefer social media.
About 60% of email users spend 15 to 60 minutes going through their marketing emails each week.
Think about this golf example at the start of this blog. Although you receive a daily message from the online golf company, you never unsubscribe. In fact, you open at least two of the posts every week when the posts are about something you’re planning to buy, like new shoes, or just to see what’s new. Then, when buying, you click on the discount offered in today’s email and make the purchase.
This is the reality of email marketing.
Automation makes it easy
Automation makes email marketing even easier. You can set automatic messages to exit with various settings. You set the time you want your messages to go out, create them way ahead and forget about it. You can set automatic messages, such as reminders for patients to come for regular check-ups (dental practices and dermatologists). If you’re a beauty practice, you can even automate messages to remind patients when their dermal fillers injections are likely to need to be repeated as the fillers reach the end of their life.
Segmentation and personalization are easy
If you are an esthetician, like a plastic surgeon, you have patients in different areas. You probably have patients who come for non-invasive treatments, such as fractional laser resurfacing or radiofrequency skin tightening. You also have patients who have had cosmetic surgery. Others may see you only for BOTOX injections.
You can easily segment your email recipients into these types of categories. This makes them more personal and relevant to the readers. For example, a dermatology practice may have cosmetic patients who come in for fillers and patients who come in to have their skin checked for skin cancer. These two groups need different messages, and when you send them, the recipients in the different groups will know that you are talking to them directly. Reminding a client to come and refresh their injections of filler is totally different from reminding a patient who has had basal cell carcinoma that it is time for their annual skin check-up. With e-mail, you can tailor every message perfectly.
Emails hit their phones
Email open rates from mobile devices have increased by over 100% since 2011. This is likely due to falling data costs and increasing Wi-Fi access. Today, mobile devices account for around 60% of email openings. People are looking at their phones all the time, and they’ll also read your email marketing messages to them.
Email marketing is a very important part of your firm’s overall marketing plan. These points that we have raised show how important they are. If you have any questions about your posts, timing, or any other matter related to your email marketing, please don’t hesitate to call your Advice Media representative. Or, if you’re not yet a customer, fill out a contact form or give us a call at (800) 260-9497 and let’s talk.