Matt is WebPT’s email marketing specialist. He fights crime on the weekends when he’s not competing in canoe dancing. His monthly column covers all things email marketing and how it can help your clinic.

How to Create Great Marketing EmailsIf you’re ready to start harnessing the power of email to market your clinic, you’ll need to figure out whether you’ll write the content yourself or ask someone else to do it for you. Either way, there’s a big difference between just sending a marketing email and sending a marketing email that works. And while there’s no silver bullet for creating the perfect email, here are a few items to consider before you hit the send button:

The Subject Line
This is the first thing an email recipient sees, which makes it arguably the most important part of your message. Entire blogs can be, have been, and will continue to be, completely devoted to perfecting the subject line only. But because this post isn’t solely about subject lines, I’ll just give you a couple of quick hitters:

  1. Keep it short (50 characters or fewer)
  2. Don’t include spam triggers (dollar signs, exclamation points, lots of capitalization, or the word “free”)
  3. Be direct—let people know what’s in the email instead of dancing around the topic or trying to trick people into opening it

Do: “Complimentary consultation at John Doe Therapy”

Don’t: “Get excited! The best rehab therapy in town can be yours for FREE!”

The Content
This should be a no-brainer, but I had to mention it. The biggest factor in determining whether people receive your email well is the quality of the content. Make sure you keep it short, place the high-value content in the top of the message (who has time to read more than a paragraph?) and incorporate bullet points to emphasize the most important bits of information.

The Call to Action
What do you want the recipient to do? Too many emails have an unclear purpose. Either there’s no defined call to action (e.g., “schedule a follow-up appointment” or “take our survey”), or there are too many. Having too many calls to action can be just as detrimental as not having a clear one, so make sure you pick one objective and stick to it.

The Sender
Are you more likely to open an email from a real person or a faceless entity? While there are exceptions to the rule, in general, sending a message from a real person (e.g., “johndoe@doeclinic.com” instead of “info@doeclinic.com or noreply@doeclinic.com”), will vastly improve that email’s performance.

Pro tip: make sure you monitor replies to the sender address. You want to encourage interaction as much as possible, and not allowing a recipient to easily reply to an email you send out is terrible practice.

 

If you want to maximize the potential of your email messaging, these areas are good places to start. But even if you think you’ve crafted a masterpiece, there’s always room for improvement. In next month’s blog, I’ll help you figure out where you need to improve as I discuss the best methods for email testing.

Blog Subscription - Regular Banner
  • articleJan 4, 2011 | 1 min. read

    Market Your PT Practice Better with E-rehab.com

    E-rehab.com is the number one provider of turnkey physical therapy private practice websites, video, print/email newsletters, search marketing and Facebook campaign services. E-rehab.com designs custom websites for each client, including robust FAQ, Medical Library, First Visit Video modules, secure appointment requests, streaming video, web statistics, content management system, and much more.  They are the first in the industry to provide a video newsletter systems, text emails, and printable PDF versions of each. They promote PT clinics using …

  • 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 …

  • PPC and PT (Part 2): Conversion Tracking, Ad Extensions, and Day Parting—Oh My! Image

    articleSep 15, 2016 | 7 min. read

    PPC and PT (Part 2): Conversion Tracking, Ad Extensions, and Day Parting—Oh My!

    Building your AdWords account is sort of like building a house. No house is sturdy without a solid foundation, and that’s where your Google AdWords strategy comes into play. Once you have a good base, it’s time to construct the frames and floors—and that’s what I want to focus on in this article. These are the ideas and tactics that will help you achieve—and track—real results. Of course, the number of walls and rooms you create is …

  • 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 …

  • articleSep 28, 2012 | 4 min. read

    Modern Marketing: A Waste of Time or Time Well Spent?

    Today's blog post comes from Jack Sparacio , MSPT, COMT, CFMT, and owner of PT Marketing Consultants and Sparacio Physical Therapy . Like many of you, I am a private practice owner and the dedicated marketing director of my company.  Over the last few years, with the continuous evolution of social media and web development, companies are changing their approach to marketing. Modern digital strategies are replacing more traditional, “old school” marketing. Unless you have been living …

  • articleSep 17, 2013 | 4 min. read

    Collecting Email Addresses (a.k.a. The Digital Social Security Number)

    Matt is WebPT’s email marketing specialist. His monthly column covers all things email marketing and how it can help your clinic. When it comes to personal information, these days it doesn’t get much more personal than your email address. This might seem like a bit of an exaggeration, but just think about how often businesses try to get you to dish out your email—there has to be a good reason, right? The email address is practically your …

  • 5 Steps to Create an Advertising Plan for Your Clinic Image

    articleJun 25, 2013 | 6 min. read

    5 Steps to Create an Advertising Plan for Your Clinic

    The purpose of this month’s blog theme—small business best practices—is to help you be better in business. And as any business guru will tell you, advertising is a huge factor in not only creating new business, but also in solidifying brand identity. As a small business owner, you probably don’t have a lot of money to throw at media buying opportunities. But if you’re smart, you can get a lot out of the ad spots you do …

  • articleSep 12, 2013 | 4 min. read

    Using Your Clinical Expertise to Create Meaningful Content

    When it comes to marketing—especially the online variety— “content” seems to be the word of the moment . And just like any other business trying to market its services in the digital age, your clinic can boost its reach and visibility by producing and publishing content that is relevant and valuable to your target audience. Unlike a lot of businesspeople, however, you have somewhat of a secret weapon when it comes to creating meaningful content: your expertise …

  • 3 Keys to Establishing Website Confidence Image

    articleNov 11, 2016 | 4 min. read

    3 Keys to Establishing Website Confidence

    In today’s digital landscape, users are less forgiving of poor web construction than ever before – and for good reason. Unfortunately, there’s a lot of false or irrelevant information on the web, and it’s just as accessible and pervasive as the truly beneficial, crucial facts that users want to find. Thus, it’s critical that your physical therapy website begin establishing user confidence from the moment someone lands on one of your pages. Consider, for instance, the structure …

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