Email marketing is an incredibly powerful tool for any small business or private practice, as polls show that the majority of your customer base prefers email over all other forms of communication when it comes to receiving company updates, offers, and reminders.
According to Campaign Monitor, email marketing is also a savvy business move, as it provides a 3800% Return on Investment (ROI) and $38 for every $1 spent.
A MarketingProfs study in 2015 found that email marketing is still considered one of the top three sales drivers in digital marketing channels, and marketers spent $2.3 billion on email marketing in one year alone. Yet while 82% of companies use email marketing technology, emails are only as good as you make them, so the question is this:
Are your emails effective?
When determining whether or not your emails are effective, ask yourself the following:
Who writes your emails? Is it the same person or multiple people?
The tone of your emails matters, and you should enlist either the help of a professional writer, or someone who knows your business well. You want to be engaging and keep the emails to an appropriate, effective length.
What are your open rates? Are customers actually opening & reading your emails?
If you aren’t tracking your open rates, or you’re not sending out emails through a content management system or email marketing system, you should look into it. Platforms like Demandforce not only offer custom prewritten email templates, but also help track all analytics so you can see what is performing well for your company, and what is not.
What do you hope to achieve through your emails?
It’s not about sending more emails, but smarter emails. Determine the purpose behind your emails. Remember that emails can be more than a means of sending appointment reminders and confirmations. You can use email marketing to stay in contact with your customers, advance customer loyalty, and even recall lost customers.
So how do you write emails your customers will open?
Here are some tips:
- Rethink the sender – this is literally who shows up on your “FROM” line. Are you sending from your business name? If you haven’t yet, consider creating a generic email address to add legitimacy and reinforce your name recognition.
- Write a killer subject line – your email subject line is arguably the most important factor in increasing your open rate, so pay attention to it! The optimal length is 28-39 characters, and it should be intriguing, concise, and direct.
- Be aware of CAN-SPAM – The CAN-SPAM Act was signed into law in 2003, and establishes rules for commercial email and commercial messages, including giving the right to recipients to have businesses stop emailing them, and penalizing any business that ignores the law. Any business should familiarize themselves with these rules, as penalties can be steep. Also make sure that the words you’re using don’t fall into SPAM filters (words such as “Click here” or “Sale” or “Subscribe”).
- Get personal – One of the marketing trends of 2016 is a personalized customer experience, which not enhances someone’s experience with your business or practice, but also encourages customers to stick with you, and refer you to their friends. So add a personal touch to your emails through segmentation (tweaking your messaging to fit the demographic you’re emailing). Some of these factors may include: appointment history | age | recommended services
These are just a few ways you can make your emails more likely to be open and read by your customers. If you don’t think you’ll have the time or bandwidth to focus on these tips, you might want to consider getting help with your small business marketing and communications. Demandforce is a marketing automation and customer communications platform that does much of the heavy lifting for you. You can automate when you communicate with your customers/patients, and also use custom email marketing templates that are specifically designed for certain types of small businesses, like salons, auto shops, dental offices, medical offices, chiropractors, spas, and vet offices.
Demandforce offers quick and helpful demos of its product so you can see if it is the right choice for you. To request a demo, you can either call (866) 507-7016 or head to www.demandforce.com.