Best Practices For Email Marketing


In our last digital tip we told you that Email Marketing offers the highest return on investment of any digital marketing channel. If you missed it have a look here. Now I am back unnamedwith more tips on email marketing best practices so you can reap the biggest return from these benefits.

Once you have your mailing list set up in an excel spreadsheet, database or automated email marketing tool, you have a couple of hurdles you need to clear in order to see the fruits of your efforts.

First of all you want to make sure your email does not end up in the spam folder. The secrets here are to make sure the sender account is a professional, yet personal sounding address and that you don’t use strong “salesy” language in your subject line such as excessive punctuation or symbols or using all caps or abbreviations. You may want to set up a separate email account to send and receive marketing emails.

The second hurdle is getting your audience to open the email. This success is largely dependent upon an engaging subject line. It may take you longer to write the email subject line than the entire email itself and that is okay.  A good subject is really what will make or break the success of your campaign. For more information on writing subject lines check out this article.

Lastly, you need to provide value to the recipient so he will want to keep receiving your emails and won’t unsubscribe. Here are a few ideas for the type of content your customers might find valuable and interesting.

  • Direct promotional emails: Tell about a new product, sale or event. Provide a special coupon or offer that can only be taken advantage of through the email.
  • Emails to new or existing customers: Keep in touch with your patients through appointment reminders, product notifications, birthday greetings and more.
  • Customer loyalty offers: Create a special offer for existing customers as a thank you and a reason for them to come in for a visit.
  • Newsletters: A Practice newsletter is great for patient retention. While you should keep it short and to the point, a brief update on what is going on in your Practice, along with some educational or entertaining content will provide value to the reader and maintain a connection.

When creating your email don’t forget the following:

  • Make sure you include a call to action whether that is a phone number, a link to your website or a sign-up form.
  • Track your data to see what works and adapt your strategy accordingly. See how many people opened the email, chose to unsubscribe, forwarded to others or listed you as spam.
  • Personalize when possible. A recent study by Experian claimed personalized promotional mailings had 29 percent higher unique open rates and 41 percent higher unique click rates.
  • Include a privacy statement and an unsubscribe form so readers know you are using their email address with integrity and that they are welcome to unsubscribe if they want.
  • Keep emails short and to the point. This also goes for subject lines, especially for mobile device users, try to keep subject lines to fewer than 50 characters.
  • Always send a couple of test emails to different staff members before you deploy the campaign to make sure it looks the way you want it to in email form.
  • Update your opt-out and bounced emails on a regular basis.
  • Think mobile. Reading email is the most popular activity on Smartphones with 91% of consumers regularly checking their email by mobile device. Make sure that you consider this when creating a campaign.

For more statistics on effective email marketing check out this terrific infographic posted on Click, Vision Monday:

By following these tips you can easily build an attentive list of consumers and engage your existing patients. We’re here to help. If you’ve got questions contact Daniel at or 412-532-6542.

Claire Goldsmith MidPage