Hopefully you have been following us long enough to know how strongly we believe in staying in close touch with your patients and prospective patients.
You have started your regular email campaign sending great content to your people on a very regular basis.
But unfortunately you have discovered that not as many people are opening your emails, reading them and interacting with you as you thought.
So today we will share with you the five likely reasons your emails are not getting opened! We have learned much of this from the “school of hard knocks,” so please pay careful attention so you won’t have to make all of the mistakes we made.
Here we go.
(1) Your subject line sucks. OK, we said it. If your subject line sucks, your emails will not get opened, no matter how good the message on the inside is.
Keep your subject short (try for 40 characters or less). That way it will not get truncated!
Don’t make your subject “salesy.” Avoid words such as free, help, discount, and reminder. These come off as sales messages plus they trigger spam filters!
Personalizing the subject (using the recipient’s name) really helps! Notice how we do this every once in a while!
We like to make the subject kind of cryptic. Don’t spill the beans!
If you are sending some info on periodontal disease, which subject line do you think will get more opens from your people? (a) Periodontal Disease Update, or (b) Here’s What to Do if You See Blood When You Spit Out Toothpaste!
Kind of a no-brainer!
Again this is a Madow Brothers specialty. Look back at all of our e-letters for ideas!
(2) You are not paying attention to the preview text and what the recipient will see. What this means is in many email clients the recipient will get a small preview of the content of your message. If the first few words of your message are boring, you are cooked. Please be aware of this and treat it as importantly as you do the subject!
(3) Your “from address” needs to be personalized. Do you think your recipients would prefer to open an email from “Main Street Family Dentistry,” or “Madge at Main St. Family Dentistry?” Yes, it does make a huge difference!
(4) Your timing may be off. When should you send your emails? Is first thing in the morning better than afternoon or evening? We have experimented and tested different times that we send our e-letters. We have zeroed in on first thing in the morning. That seems to be best for business to business.
Since you will be sending to your patients and prospective patients, the timing is likely different. One study showed that the greatest email opens to a consumer list occurs after 12 noon and is actually the highest between 2 and 5 PM. After dinner also works well with consumers! You should test all of these times to see what works best. Also, send your e-letter later in the week as many people seem to be swamped at the beginning!
(5) You have worn out your welcome. Yes it’s true; we send an e-letter to you every day (Monday through Friday). But remember, you are a dentist or a team member working in a dental practice (a business). You on the other hand are sending to your patients, who are consumers. It is a totally different ball game. We recommend 1-2 times per month for you to get a nice email out to your list. Doing it more often than that could lead to what we call “list fatigue.”
Conclusion. Email marketing and communication is a tricky art. If you are not paying attention to some of the most important factors, you could likely be losing your audience. And remember… you need your audience (your patients) for your practice to thrive.