In fact, the email marketing service MailChimp reports that average benchmarks for emails sent in the healthcare industry – like chiropractors – to patients are:
That means a little more than 1 out of every 5 people who receive your email will open it, and only 2.5 out of every 100 will click on it.
Those may seem like pretty low ratios, yet they are much higher than the same metrics for other industries (probably because there is built-in trust and credibility in the healthcare field.)
To maximize the efficiency of your email marketing, every percentage point you can add to your Opens and Clicks means that exponentially more patients (or potential patients) are viewing and reading your emails, ending up on your blog, website, or taking advantage of special offers.
But 1 in 5 (even optimistically) is still low, so today we’ll share a tip that will drastically increase your Open and Click rates, possibly by 5%, 10%, or even 25% or more!
It starts with a simple but fascinating shift – call your email marketing a “postcard.”
It will be, “We’d love to email you a postcard every month!”
Who doesn’t love getting a postcard? And just the expectation of a postcard is more favorable – they come from far off beautiful places, have nice photos, are predictable, and most importantly, they are SHORT!
These days, less is more for most people, since they’re super saturated with marketing messages and information, especially online. Think of the meteoric rise of popularity of Instagram and Snapchat as an example of the effectiveness of a postcard-like format.
To the It sounds a whole lot better than picturing getting yet another email newsletter clogging up their inbox with endless text trying to sell them something.
I recommend setting up a postcard with only 3 photos or less to keep it simple.
You can write in a headline or caption over each of those photos.
In the “address” section, you can type in your practice name, the name of your DCs, and contact info.
The stamp can be your practice logo or a good headshot.
You should include a balance of information, but everything that is interesting or valuable to your audience, and always with a special offer or Call to Action.
The whole thing will be a clickable link, so when someone gets your email postcard and wants to make it bigger or has interest in any of the photos/headlines, they click it and the link will take them to your website, blog, or any other landing page you set up in conjunction with that postcard.
The great thing is that since your postcard is just an image, it’s easy to share it on your Facebook, Instagram, and website, as well.
So where can you get these postcards made?
We use an inexpensive marketing service that designs and sets them up, and also can send out email marketing, or maybe you already have someone in your office who is adept at creating images and using email marketing systems like Mailchimp and Infusionsoft.
People on your email list will love getting a monthly postcard from you and soon start looking forward to it. Best of all, people will open and click your emails more than ever, and your phone will be ringing (and email dinging) with new patients and former patients who want to come back in.
Try it and compare your Open and Click rates to the standard newsletters or advertising you email out!