Matt is WebPT’s email marketing specialist. He’s an Aries and is pretty sure unicorns are real. His monthly column will cover all things email marketing and how it can help your clinic.

email marketing for your PT practiceThere are plenty of things to worry about as a small business owner—so does it make sense to add email marketing to the list? Absolutely.

For starters, email marketing returned $39.40 for every dollar spent in 2012, according to the Direct Marketing Association. This return far surpassed the next closest marketing initiative ($22.38 through Web search).

And besides revenue, email marketing makes sense in so many other ways, including:

  • It’s cheap (many email marketing tools have free or low-cost plans for small businesses based on number of emails sent)
  • It’s easy (you write emails every day, and most email marketing programs have turnkey templates to get you started quickly)
  • It allows you to maintain relationships with patients and create brand awareness (think monthly newsletters, holiday cards, and birthday notes)

The best argument for the effectiveness of email marketing is really just your own daily habits. Consider how you look through your regular (snail) mail and the decision process for whether or not something makes it from your mailbox to inside your home. Most likely, you’re going to be able to identify junk (snail) mail just by the shape and feel—without even looking at it.

Now consider the same process for email. The message has already made its way to your smartphone, work computer, or home computer. And to judge an email’s worthiness—and whether or not you spare it from the trash can—the bare minimum you have to do is read the subject line or check the “From” address.

This means that when you send a traditional mail ad, the chances of your piece ending up in the trash bin are way higher than if you send an email. Even if the message is exactly the same. So why throw your money away?

Are you convinced yet? If not, consider one last thing: your patients prefer to be marketed via email. ExactTarget’s 2012 Channel Preference Survey found that 77 percent—of the almost 1,500 survey recipients—prefer to receive permission-based marketing messages through email.

If you’re not already using email as a marketing tool for your clinic, what’s holding you back? If you are, how’s it going? What works for your clinic?

Be sure to stay tuned for next month when I’ll cover the basics of what goes into a great marketing email message.

Is PT Valuable? Why Outcomes Data is the Proof We Need - Regular BannerIs PT Valuable? Why Outcomes Data is the Proof We Need - Small Banner
  • 6 Biggest Takeaways from PPS 2015 Image

    articleNov 16, 2015 | 10 min. read

    6 Biggest Takeaways from PPS 2015

    Last week, I joined hundreds of amazing physical therapy professionals, students, and vendors (including yours truly, WebPT) at this year's PPS Annual Conference in Orlando, Florida. Despite the uncomfortable combination of tropical heat and humidity outside—and near-freezing conference rooms inside—everyone was in high spirits. Though I never made it to Disney World, I still felt like I was in the most magical place on Earth, thanks to the inspiring and informative presentations I saw and the thought-provoking …

  • How to Manage Your Online Marketing Image

    articleMar 26, 2014 | 5 min. read

    How to Manage Your Online Marketing

    Today’s blog comes from E-rehab.com President David Straight, PT, DPT. With the current level of over-regulation and increasing pressure from competition, payers, and POPTS, running a physical therapy private practice can be a challenge. That’s why it’s more important than ever for owners and directors to efficiently manage their business operations—and that includes marketing. While many small practice owners often view online marketing as an afterthought, it should actually be a high priority. After all, record numbers …

  • Write Start: Intro to Website Copy Creation Image

    articleJul 13, 2016 | 10 min. read

    Write Start: Intro to Website Copy Creation

    Earlier this month, WebPT’s Courtney Lefferts told you everything you need to know about designing a physical therapy website . Today, we’re going to discuss filling in that design with captivating copy, persuasive prose, and warm words that will instill confidence in your audience about you, your practice, and your services. When done write (right), website copy can convert perusing potential patients into contacting customers. When done wrong, it can send readers running for the hills—straight to …

  • What’s a Value Prop, and Why Does Your PT Clinic Need One? Image

    articleApr 1, 2019 | 6 min. read

    What’s a Value Prop, and Why Does Your PT Clinic Need One?

    We’ve written a gazillion posts about the importance of selling the value of physical therapy—as well as the value of your specific services. After all, so few of the patients who could benefit from receiving physical therapy are actually receiving it. Thus, it’s clear that most of the general public still doesn’t understand what this profession is capable of —namely, helping people restore function, improve wellbeing, and recover from injury without relying on dangerous, costly interventions such …

  • Living and Breathing Company Culture on Social Image

    articleJan 30, 2014 | 4 min. read

    Living and Breathing Company Culture on Social

    When it comes to company culture, there may be no better way to see what a brand is all about than to check out its social media sites. Sure,  establishing a company’s core values  is (for the most part) an internal initiative, but as Brooke pointed out in a  post earlier this month , your company culture is essentially the personality of your brand. And whether you intend to or not, your personality will shine through in …

  • articleAug 15, 2013 | 4 min. read

    Two Quick Tips for Facebook Success

    Facebook. If you’re like me, you’ve deactivated your account more than once, only to return to the one place where everyone seems to be and where everything seems to happen. I checked out some of the most recent Facebook stats today, and the numbers are truly staggering—699 million daily active users, 76% of whom log in at least once every day and spend an average of 8.3 hours on Facebook per month (20 minutes per visit). So …

  • Common Questions from our Art of Discovering and Selling Value Webinar Image

    articleMay 16, 2018 | 12 min. read

    Common Questions from our Art of Discovering and Selling Value Webinar

    Earlier this week, WebPT President Heidi Jannenga, PT, DPT, ATC/L, and guest host Tannus Quatre, PT, MBA, hosted a webinar designed to help physical therapists learn the art of discovering—and selling—their value. While PTs have historically shied away from sales, in today’s evolving healthcare ecosystem, it’s absolutely imperative that all providers—and especially specialists such as rehab therapists—excel at positioning the benefits of their services in such a way that resonates with patients, payers, and referral sources. At …

  • articleSep 23, 2013 | 6 min. read

    5 Tips and Tricks for Better Website Design

    During this month’s marketing-themed month, in addition to covering overall marketing strategies, we’ve focused pretty heavily on the importance of developing an online presence when it comes to reaching potential patients. There’s a reason for that: it’s 2013—and in a blink of an eye, it’ll be 2014...and 2015...and, well, you get the idea. Time is moving forward, not backward, and in our ever-progressing technology-centric world, it’s going to become more and more crucial to present yourself and …

  • articleJul 16, 2013 | 5 min. read

    Your Marketing Emails Stink—and 5 Ways to Fix Them (a blog about email testing)

    Matt is WebPT’s email marketing specialist. His monthly column covers all things email marketing and how it can help your clinic. The most sobering realization you can make about your clinic's marketing email program is that, despite what you think, it stinks. The sooner you accept this as a fact, the sooner you’ll be able to improve it. Email successes are generally measured at a rate that would get baseball players sent home packing (keep in mind …

Achieve greatness in practice with the ultimate EMR for PTs, OTs, and SLPs.