Email marketing

The ‘MailChimp’ system for dental practices

I’m busy configuring email marketing systems for some of our dental clients so I thought I’d take 30 minutes out to tell you about the system we use i.e. MailChimp.

However, before I delve in, here’s a quick recap about the benefits of building and nurturing an email list for direct mail marketing:

The benefits of email marketing (or ‘e-newsletters’)

One of the most productive and yet often neglected marketing tools is direct email. When you consider that many dental practices typically only contact their existing patient list once every six months to notify about a check-up, you start to realise that there are some big opportunities being missed. Carefully considered email campaigns allow you to promote new services and offers on a regular but non-intrusive basis – this is important to ensure that you remain prominent in the minds of your existing clients when they are making buying decisions. This is essential, particularly now that the business of dentistry is increasingly competitive.

In addition to nurturing existing relationships, encouraging potential new clients to sign up to your email list is also important as it opens up opportunities for new patient acquisition. So e-newsletters are a great way to nurture and protect existing clients as well as for attracting new ones.

How we use the ‘MailChimp’ system for dental marketing

MailChimp is one of a handful of web based e-newsletter systems and arguably the best. Here are some of the key features:

• free to use for up to 2000 subscribers and 12,000 emails per month. This is adequate for most practices
• user friendly, web-based administration system for configuring email campaigns, maintaining your contact list etc
• comprehensive statistics showing the success of your campaign, number of “opens”, links clicked, who opened etc
• simple template system which allows you to customise your mails in keeping with the practice branding
• fully integrated with the practice website so that new subscribers are automatically added to your list
• fully compliant with anti-spam laws – new subscribers are guided through a double-opt-in system which ensures you are protected

We will configure the system on the client’s behalf, integrate it with their website, import existing email addresses (where approved) and develop customised e-mail templates for the practice to use.

Email programs are notoriously quirky in the way that they display html emails so we also check that our templates work correctly in all of the main systems. Typically we will also help the practice staff to compile the first mail shot and check that all works as expected. We also provide a fully managed marketing service whereby we look after regular mail-outs for the client if required.

Summary

Email marketing is a core component of any dental marketing system, not only for staying in touch with existing clients but also for encouraging prospective new patient sign-ups. The MailChimp system is recognised as being one of the best systems available, free to use for the majority and easy and affordable to implement. It’s also fun to use!

If you would like more information on email marketing for your dental practice, please call us for free advice on 01332 672548.