The Power of Email Marketing

If your not using email to promote your business, convey information, or encourage your existing clients and patients to take action then your not taking advantage of one of the most effective marketing tools available to you today.

Here are some of the key advantages of reaching your audience through email:

Email allows you to present your message as you want to when you want to present it to your clients. Rather than wait for them to find their way to your website you are initiating the continuation and building of the relationship. You are keeping your business top of mind, which creates additional business and referrals.
Email will drive website traffic. An effective website is a vehicle for presenting the latest information about your business. You can’t assume that your clients are finding their way to your business every day, every week, or every month. A well constructed email Newsletter will bring them to your website and will directly increase your business volume.
Email is the best Return On Investment business generator. Unlike any other advertising vehicle you are able to track who reads your message, what path they follow to and from your message, and what their response is to your message. You are then able to change and massage your message to improve your results.


Building an effective email campaign

What results are you looking for?
Be specific;
I want to increase our monthly sales by 10%.
I want to get 5 new clients each month.
I want to increase this segment of my business by 25%

CREATE A COMMUNICATIONS CALENDAR FOR THE YEAR

I’m going to send out a monthly newsletter to my existing clintel. My staff will gather an email address from each of our existing clients. Our newsletter will contain news in our filed of practice, it will focus on timely product offerings and it will contain three calls to action each month.

BUILD THE “PERFECT” EMAIL

There are proven elements to a successful eNewsletter:
A short compelling subject line – your subject line can increase your open rate by 50%.
Build in links to your website – each story should present s snippet of information with the balance on your website.
Your should contain at least three calls to action; set an appointment, receive a brochure on this product, attend our upcoming seminar.
Coordinate your website with your newsletter
Too often a newsletter is sent out without a supportive website, if your website is not built to achieve your specific goals with calls to action that are easy to activate your newsletter will be just another expenditure witch produce no measurable results. Internet Solutions, Inc. 2009

TEST, Measure Results, TEST, Measure Results TEST, Measure Results!
With each newsletter sent you should be checking your analytics to determine the following:
Your Bounce Rate – how many bad email addresses do you have and who are they.
Your Open Rate – how many of your recipients opened the newsletter and how did this open rate compare with past newsletters.
Your Click Rate – how many followed the path to your website and which articles had the most click throughs.
Your Goal Achievement Rate – how many new clients did you generate, how many appointments did you set, how many referrals were generated.

Build your mailing list
If done right your monthly newsletter will become your best marketing vehicle, so the more people that you are speaking to each month the more your business will grow. Marketing is all about being top of mind when your services are needed, and there is no more effective way to stay top of mind then through a newsletter and a well constructed website.

The Future of Email Marketing
The web is a rapidly changing landscape. The biggest changes in web marketing relates to mobile marketing. How does your audience read your newsletter on that tiny screen on their cell phones? How do you incorporate social networking to make your newsletter accessible to a whole difference subset audience?

What are your options?
You can ignore the development of Internet Marketing.

You can get ahead of the curve and develop an Internet Market.

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PageRank: Is it important?

PageRank is a web page ranking system developed by Google and named after Larry Page one of Googles co founders. It’s used by Goggles Internet search engine to assign a numerical weighting to each website page on the web. The purpose of this rating is to measure the relative importance of the page within the websites category.

Proper Search Engine Optimization will provide the search engine crawlers with the necessary information to properly catagorize a website. Once a website is properly categorized where that website appears in search is dependent on the relative importance of that website to its web category.

To achieve a high PageRank your website must acquire links to other sites within your category. Each site below has achieved a level of relative importance. Page C, below will have a higher rank than page E, even though it has fewer links; the link that it does have has a much higher level of relevance then the cumulative level of relevance achieve by page E as a result of its multiple links. As a result of page A’s one incoming link and no outgoing links it’s level of relative importance is higher then those pages that have both incoming and outgoing links. Thus reciprocal links are not advisable unless the incoming link has a higher PageRank than your receiving page.






Page Rank runs from NA ( not categorized) then 0 to 10, with 10 being the highest Page Rank. Page Rank is not as important to the success of your website as proper Search Engine Optimization, but it does give you a means of monitoring the relative importance of your website.

On October 14, 2009, Google employee Susan Moskwa confirmed that the company had removed PageRank from its Webmaster Tools section. Her post said in part, "We’ve been telling people for a long time that they shouldn’t focus on PageRank so much; many site owners seem to think it’s the most important metric for them to track, which is simply not true." As of the time of this post Google has not remove the Page Rank tool from it’s Webmaster Tool option available.

Some companies offer to sell high PageRank links to webmasters, but this strategy to build Page Rank should be approached with caution. It can be an effective and viable marketing strategy to buy link advertisements on content pages of quality and relevant sites to drive traffic and increase your link popularity. However, Google has publicly warned that if such sites are discovered to be selling links for the purpose of conferring Page Rank, their links will be devalued.

The Search Engine Results Page, or SERP, is the actual result returned by a search engine in response to a keyword query. This is what you see after you enter your search criteria and click on SEARCH. The SERP consists of a list of links to web pages with associated text displaying the pages title, description and URL or web address.


The SERP rank of a web page refers to the placement of the corresponding website link on the SERP, where higher placement means higher SERP rank. The SERP rank of a web page is not only a function of its Page Rank, but depends on a relatively large and continuously adjusted set of factors, commonly referred to by Internet marketers as SEO (Search Engine Optimization). SEO is aimed at achieving the highest possible SERP rank for a website or a set of web pages.
Once SEO is in place, Page Rank is achieved and website traffic is growing the next step is to implement conversion strategies that are designed to turn website visitors into new client of patients.

I choose to think of it like a retail store; you build your store in a good location, your stock your store with the best merchandise at a competitive price, the traffic comes through the door, now you have to make it easy for them to buy from you. The “easy to buy from you” are the conversion strategies.
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