One of the most useful but frequently neglected components of the dentist’s marketing tool-kit is the promotional email campaign. This is a great way to reach your existing client base quickly with news updates and offers and it really doesn’t take a huge amount of work to set up and run. So how do I get going?<\/p>\n
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There is no hard-and-fast rule for the frequency of your mail-outs. Your target should be to deliver worthwhile news to your subscribers to help keep you in the forefront of their minds when they are making a buying decision. Patients are shopping around more and more when considering more complex dental procedures like implants, so its important to make sure they know that you are there and willing to help. It’s also important not to annoy them, so mail when you have something worthwhile to say and when you feel you will be genuinely useful to your subscribers. Some practices work on 4 – 6 weeks, others once per quarter.<\/p>\n
There is a lot of advice that suggests your emails should be sent mid morning or early afternoon on Tuesday through Thursdays. This apparently hits your subscribers mail boxes at times when they are most receptive. However, we say be a little bit more sophisticated than that. Think about your target audience, put yourself in their shoes and try to imagine when you would be most receptive to receiving that email. You should also test different times; modern email systems provide great statistics showing how many people opened your mail, who clicked a link, when they opened it etc. So you can soon see which works best for you.<\/p>\n