You’ve just signed up for a fancy email marketing software.
And now, you need to create email marketing campaigns to get more patients walking into your clinic.
But what kind of emails should you be sending out?
You can’t send the same type of emails over and over because honestly, that’s just going to annoy whoever is in your mailing list.
And yep – get you straight into the SPAM folder.
To avoid this email marketing nightmare, you need to send a variety of messages.
Your emails have to be specific and targeted depending on your purpose.
In this post, I’m going to talk about the different types of marketing emails for chiropractors.
Back in the days… in the old, old days of corporate America, company newsletters were a thing.
They look like mini-newspapers that hold company news and updates, printed, and are usually given out at the start of every month.
If you were lucky to be employee of the month, you could even find your picture right in there.
With the advent of emails, these company newsletters evolved into digital form.
Today, the newsletter is one of the most popular types of email communication used by companies.
Just like the old printed version, an email newsletter contains news about the company and various updates on what’s happening.
The difference is that email newsletters are sent electronically.
And because companies are no longer limited to the number of copies they can afford to print…
It became a norm to send newsletters not only to internal employees but also to company partners and directly to customers.
So, as a chiropractor, you might be wondering:
How is it beneficial for me to send an email newsletter?
Will people actually be interested to know what’s happening to my practice?
The answer is YES.
An email newsletter helps you stay top of mind to your potential patients.
If they’ve forgotten about you, it’s a good way to remind them of your business and who you are.
It is also a great way to gain their trust by talking about your latest company updates.
If you’ve recently renovated your clinic, sending the new photos in an email newsletter is a great way to attract new patients without directly advertising your services.
Or if you’ve attended additional training, won an award, or was featured in a press interview…
These are interesting stories that can add to your credibility.
Another advantage of email newsletters is that they are clickable.
You can design them so when users click on them, they can be directed to your company website, blog, YouTube channel, or social media pages.
This makes email newsletters a great marketing tool.
One of the main struggles for chiropractors is that so many people still do not know what they do.
Many people are not aware of the benefits of seeing a chiropractor…
Or why getting an adjustment can help them reduce their pain and improve their overall wellbeing.
Some think that getting an adjustment is dangerous and there are even people who are clueless about what a chiropractor is.
Because of these reasons, many people who should be benefitting from a chiropractor visit are missing the opportunity to improve their health.
In fact, according to one study, only around 10% of American adults visited a chiropractor in 2018.
So, how do we increase this percentage?
One way to get more people visiting chiropractors is to spread information of the benefits of getting chiropractic care.
You have to educate people and provide them with easy to understand content about the practice.
This is where educational emails come in.
Educational emails are not about selling your services.
Instead, the main focus is to share knowledge about chiropractic care.
It’s all about speaking to your potential patients and easing their fear or apprehension.
You want to give them all the right reasons why they should be seeing a chiropractor even if they’re not in terrible pain.
By sending them relevant emails, they will slowly start to understand why they should be clicking that “Schedule An Appointment” button.
This is probably something you’re familiar with.
I’m sure you have lots of them in your inbox.
These emails are used when a business is offering a limited time deal, a discount, or a seasonal offer.
It’s a straightforward method to push a service to your consumer.
You’re literally telling your readers about your service and asking them to come in during the promo period.
According to a 2018 study, 81% of small and medium businesses still rely on emails to acquire new customers.
This is the reason why promo emails are still so popular.
So what is the main benefit of a promo email?
Sending promotional emails can be helpful especially during slow periods and you want to boost your sales.
It’s a great way to attract customers who are still hesitant usually because of cost concerns.
By offering a free consultation or an add-on wellness service, you could convert these readers into paying customers.
But how do you make an effective promo email?
Well, this topic can be an entirely different post but for now, I’ll give you two quick tips.
The first one is to make the promotion worth their while.
If you’re doing a promotion anyway, make it attractive that they can’t say no.
Don’t go sending emails by only offering a 1% discount!
C’mon, tell me right now… if you’re being offered a 1% discount on something you’re not really sure about buying yet, will that be enough to sway you?
See what I mean?
Make the promotion worth it.
The second tip is don’t overdo it.
While having regular promotions is a good marketing tactic…
Don’t offer a promo almost every day of the year.
You might ask me:
Is that not good? Will that not convince more people?
Well, the thing is, when something is always readily available, that thing tends to lose its spark.
It’s not special anymore.
So, if you’re offering a promo indefinitely, that will not really sway people to act right now because they will think that the offer will still be there when it’s convenient for them.
In short, you’re not creating any sense of urgency.
An effective promo should be so good that people are scrambling to book an appointment ASAP to make sure they don’t miss it.
It’s not supposed to be something that can be availed whenever a customer wants to.
How can you make sure that you’re not sending too much promotional emails?
You can rotate these promo emails with other types of marketing emails I’m talking about in this post.
And, you can also rotate promotions so you’re not offering the same thing again and again.
For example, you might want to limit certain offers to holiday seasons or give discounts on different services month per month.
This way, your promotions will stay fresh and exciting.
Some may argue that sending appointment reminders is not a marketing email.
Isn’t it a sales email or an admin task?
You’re not exactly wrong.
Appointment reminders are sent to make sure that clients who scheduled an appointment turn up.
These are important to minimize no shows.
But aside from just giving clients reminders to show up, appointment reminder emails are also a great tool to get clients to upgrade their services.
With an SMS message reminder, you’re usually limited to the number of characters allowed so you can just add the time, date and location.
But with emails, you can put additional information like your other services or ongoing promotions.
It gives you an opportunity to sell more and get more revenue.
Another advantage of sending appointment reminders is that in case the patient wants to cancel, you can clear your calendar and book another person.
That way, you can maximize your schedule more.
Thank You Emails
After your customers complete their appointments, you have the opportunity to send another marketing email.
A Thank You Email.
Why is this important?
The main purpose of this email is for customer retention.
You want your customers to keep coming back.
By sending them a thank you right away, and when I say right away, I mean within the next 48 hours…
You can start building a better relationship with them.
It makes them think that you actually care.
In your thank you email, you can also include a summary of your session if that’s applicable.
If they haven’t booked a next session yet, this is also your opportunity to sell their next appointment.
No Show Emails
If you talk to chiropractors, I’m sure they’ll tell you that having no shows can be so frustrating…
Especially if there are multiple no shows in a day.
Imagine thinking that you’re fully booked for the day only to have your patients not walking into the door.
You’re left with a very open schedule that’s not earning you any money.
The worst part? They’re not even picking up your calls or answering your texts.
So, what are you to do?
I know this can be exasperating…annoying… upsetting… and more.
But instead of feeling bad and feeling sorry for yourself, take action by sending a marketing email to no show patients.
In your email, try to engage them once again and remind them about their missed appointment.
Don’t blame them or assume that they don’t want to come to the session anymore.
They have their own individual reasons and they might still want to come in next time.
Give them the opportunity to do this by having a Call To Action button where they can reschedule their missed appointment.
If possible, you can even give schedule options to make it easy for them to choose.
If they booked with a promotion, you can extend the offer saying that you will apply the same promo when they reschedule.
With the right marketing email, you can convert no shows to regular patients.
Triggered Email Series
A triggered email series is an effective tactic used in lead nurturing.
Lead nurturing refers to the process of developing a relationship with potential customers at every step of the way until you make a sale.
To be effective in nurturing leads, however, your emails have to be very targeted.
You cannot send a mass email campaign to people who are at different stages of the sales journey.
Customers who visit your website and sign up for your email mailing list may not be immediately interested in booking an appointment right at that moment.
But because they’re interested in you, you can send them relevant emails that can gradually turn them into a customer.
However, the emails you’re sending these people will be very different to emails you want to send to previous patients that you want to keep coming back.
At the same time, you want to send a different set of emails to people who may have booked an appointment immediately but did not show up.
So, how can you manage all this without spending too much time and energy?
The solution is by implementing a triggered email campaign.
A triggered email campaign is automated.
The next email that will be sent in the series will be triggered depending on the action of the recipient.
A different email will be sent to someone who opened and read your email, to someone who did not open your email, and to someone who may have clicked on a Call To Action button in your email.
It’;s up to you to set the rules.
The beauty of automation is that not only are your emails targeted, but it saves you a lot of effort, too.
If you are interested to know how to set up triggered email marketing campaigns, schedule a free call today to learn more about our service.
We have a turnkey automated process that helps chiropractors grow their business and gain new patients every month.
We’re excited to tell you how!