Use email retargeting strategies as a marketing method to re-engage previous patients or convince potential patients to make their first appointment
Email marketing is a great way to stay in touch with patients. Many chiropractic practices use this method of communication to provide information about (or share changes in) office policies, patient services, and to keep their brand front and center. Emails are also often used to remind patients of upcoming appointments and to offer special loyalty discounts. Yet if you don’t use email retargeting as part of your marketing strategy, you’re missing out on bringing a subsection of your patients back to your waiting room.
How Email Retargeting Benefits Your Practice
Email retargeting is a marketing method used to re-engage previous patients or to get previously interested potential patients to make their first appointment. Sometimes referred to as email remarketing, this process can be as simple as creating segmented lists and sending a specially crafted email to that group based on where they are in their marketing journey.
Email retargeting engagement
One of the main benefits of email retargeting is that it allows you to reach your target audience right where they are in the sales funnel. It creates a whole different experience than trying to force them to come to you whether they’re ready or not.
It’s like when you want an ice cream cone, but don’t feel motivated enough to leave your house and drive somewhere to get it. The craving for a frozen treat is there, but it’s not strong enough to draw you into the action. Then you receive an email with a coupon for a free or discounted treat. Before you know it, you’re in your car on your way to the ice cream shop to quell your now overwhelming urge.
This is what email retargeting can do for your chiropractic practice. It provides the ability to interact with your target audience in a way that naturally moves them throughout the sales process. 99 companies indicates that this strategy can increase conversions by up to 150%, further indicating that 46% of search engine marketers consider this approach to be “the most underused online marketing tactic”.
Create a strategy
Whether you plan to use segmented email lists or cookie-based tracking, the first step in creating an effective retargeting strategy is knowing the email preferences of your target audience.
It involves learning:
- The length of emails they’ll read versus those they’ll delete
- The times of day they’re most likely to check their inboxes
- Whether they check their emails daily or less often
- What type of email content is most appealing, such as special offers or informative health information
This type of data can help you better understand which types of emails are likely to get the best response. It also tells you when and how often to send your digital communications so that they can be read and processed rather than being deleted without a glance.
Business Community 2 adds that personalizing your retargeting emails can help improve engagement, increase ROI, and even improve your firm’s reputation. An example of personalization is sending an email beginning with “Dear John” or “Dear Mary” as opposed to “Dear Patient”. Let your recipient know that you are speaking directly to them.
Also, when developing your strategy, keep in mind that the goal is to make the previous or potential patient want to show up for an appointment. If you overload their inbox or send emails that lack the real substance, they’re more likely not to want to do business with you. It may even cause them to unsubscribe from future communications.
Instead, aim to be that sweet, sweet little nudge – that friend who says, “I’m here for you when you’re ready, but in the meantime let me show you how you can recover from your health faster.” injury, relieve your back. pain more effectively, or otherwise improve your health. “
Monitor your results
Like any other marketing strategy, you won’t know if what you’re doing is working if you don’t monitor your results. Pay attention to the number of retargeted emails opened, as well as the number of recipients who click on links in emails. Also, when a previous patient returns or a new patient comes into your home, ask them what brought them. Note how many of them are looking for services because of your email retargeting campaign.
If you’re not getting the results you want, maybe it’s time to change your approach. Go back to step one and seek to understand your target audience. Then take this new information and try again. Sometimes email retargeting can be a trial and error process. Once you figure out what works, it becomes a constant win.