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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