Email Marketing for Your Clinic's Growth

Today’s post is the continuation email to the last one, in which we discussed how you can build a targeted email list and write persuasive content. Today, we will look at some advanced methodologies to take your email marketing game a step further.

Section 3 - Maximising Impact

Once your emails are engaging and educational, you can take your strategy a step further by leveraging automation. Automated email sequences ensure your readers get timely and relevant content without manual effort. So, how does it work? Let's see:

5. Use Automated Email Sequences

Email automation allows you to set up sequences of emails automatically sent based on a reader's actions, such as signing up for the mailing list, completing treatment, or even failing to book an appointment.

Doing so saves time and ensures you engage your readers constantly with relevant content. You can make use of automation in several aspects:

• Welcome email series

A welcome series introduces new subscribers to your clinic, outlines your services, and provides a special offer to encourage them to book their first appointment. This is one of the best ways to set expectations, talk about who you are, and how they can benefit from your emails.

According to GetResponse, welcome emails have an 86% higher open rate than standard marketing emails, making them a perfect opportunity to make a great first impression.

• Post-treatment follow-ups

After they complete treatment with you, send a follow-up email thanking them for their visit and offering aftercare tips and suggestions for future treatments.

Doing so shows your commitment to patient care. For example, it can be as simple as “Thank you for choosing us for your laser treatment! Here’s how to care for your skin post-treatment and prepare for your next session”.

Here’s an example of follow-up:

• Re-engagement campaigns

You can send emails, especially to those who have not visited your clinic or read your content in a while, with an automated “We Miss You” email with a discount on their next treatment inside, to boost re-engagement.

According to Mailchimp, clinics that use re-engagement campaigns report a 50% increase in returning patients. Automation improves patient engagement and helps simplify your clinic’s marketing efforts while letting you focus on exceptional care.

6. Include Clear Calls to Action (CTAs)

A clear call to action (CTA) is crucial in every email you send. CTAs tell your readers exactly what to do next, whether booking an appointment, signing up for a consultation, or learning more about a treatment.

Even the most informative or engaging email without a strong CTA can fail to convert readers into customers.

• Make your CTA actionable and specific

Use persuasive language that drives the reader to take action. Instead of writing vague phrases like Learn More, use specific CTAs like Book Your Free Consultation Now or Claim Your 20% Discount on Fillers Today.

Understand what your audience might need and write CTAs around that. The CTA necessarily does not have to be a button. It can be a YouTube video, a hyperlink, an image source, and anything. Just that buttons tend to convert better.

The last email we sent you could be a perfect example of this:

• Use buttons and links strategically

Chances are that readers will follow through with your desired action when CTAs are easy to see and click. So, use brightly colored buttons that stand out from the rest of the email’s design.

For example, if you promote a Botox offer, a bold Schedule Your Appointment button in the center of the email will grab attention because buttons are more noticeable than simple text links.

• Place the CTA in multiple locations

Do not limit your CTA to just the end of the email. Instead, add it in multiple sections after the introduction towards the end. Some readers might not scroll through the email, so having a CTA at the top ensures that even quick scanners have a chance to engage.

Again, CTA in multiple places depends on the length of the post. Once or twice might be good if the post is short and three times at max if it is long because overusing CTAs makes you look like a salesperson, which many readers do not resonate with in educational posts.

According to HubSpot, emails with a single, clear CTA can increase click-through rates by 371% and sales by 161%.

Section 4 - Building Stronger Bonds

With email foundations, persuasive content, and automated processes in place, the next step is to focus on building lasting relationships with your readers. Regular newsletters and continuous optimization of your email campaigns based on data can help keep your audience engaged.

7. Leverage Data and Analytics

You have to track key metrics like open rates (how many read your emails), CTR (how many click links in the email), and more to improve your email marketing campaigns and make data-driven adjustments.

At Consentz, you can understand how your marketing campaigns perform. With detailed metrics and insights, you can optimize your efforts accordingly for targeted results.

• Track open rates

Open rates tell you how many opened your email, which is often a direct reflection of the effectiveness of your subject lines.

If your open rates are lower than the industry average (15% to 25% for healthcare), it is time that you experiment with new subject lines, send times, or sender names. You can test different subject lines in one go through A/B testing and find what works the best.

• Monitor click-through rates(CTR)

CTR is one of the most important metrics, which indicates the percentage of people who clicked on at least one link in your email. The average CTR for healthcare emails is around 2-3%.

So, if your clinic’s emails fall below this, consider refining your content, adding more tempting CTAs, or ensuring your offers are more attractive. Including multimedia content, like images or videos showing treatment results, can also boost engagement.

• Analyze conversion rates

At the end of the day, email marketing is about converting readers into paying customers. Track how many people book appointments and consultations or inquire about something after receiving your emails.

Low conversion rates could mean that while your readers are interested, the offers or CTAs are not persuasive enough to drive action. Analyze conversion data, and depending upon your conclusion, you can tweak your promotions or follow-up emails.

A study by DMA found that businesses that use data and analytics in their email marketing see an ROI of $42 for every $1 spent. Regularly monitoring these metrics allows your clinic to stay agile and responsive.

8. Optimize for Mobile Devices

As the internet and mobile usage grew, people read emails more on mobile devices, given the convenience smartphones provide. According to Litmus, 45% to 60% of email opens happen on smartphones. Therefore, you must ensure that your emails are mobile-friendly.

• Use mobile-responsive templates

Your email template should automatically adjust to fit different screen sizes, whether reading the email on a desktop, tablet, or smartphone. Chances are that readers move on to another without reading your email if it does not open correctly on mobile.

So, your template should be clean, simple, and easy to navigate on smaller screens. Buttons, for instance, should be large enough for readers to tap with their thumbs.

• Keep subject lines short and crisp

Mobile devices have limited space to show complete subject lines, which can affect the open rate when using more words. So, aim for subject lines with 40 characters so they do not get clipped on mobile screens.

For example, instead of using “Exclusive Offer on Skincare Treatments for October,” write “October Skincare Sale – 20% Off Treatments!” Two different sentences, while one is short, the other is long. Yet, they have the same meaning.

• Use a single-column layout

Multi-column layouts that look great on desktops can be cluttered and difficult to use on mobile devices. Stick to a simple, single-column layout with easy-to-read fonts and minimal images.

Ensure that any images you use can load fast on the mobile, and you can do that by picking small-sized pictures and screenshots. Understand that the longer the mail takes to load, the more advantage your competitor gets.

• Test across devices

One of the best features most email marketing platforms have is that you can test your email before sending it to all your subscribers. You can send it to yourself or anyone on your team to see what it looks like when actually sent to subscribers.

Here, you can see if images are loading faster, measure paragraph sizes, check subject lines and preview texts, and importantly, see if the mail got clipped.

According to Campaign Monitor, emails optimized for mobile see a 15% higher click-to-open rate than non-optimized emails. For instance, we ensure to review the content through test emails before sending it out finally:

Conclusion

Email marketing is one of the most effective tools at your fingers to grow your aesthetic clinic. You can boost patient engagement and retention rate by following all the steps discussed above, giving you a competitive edge.

Whether you are just starting or looking to improve your current strategy, these tips provide a solid foundation for email marketing success. Check out our marketing tool to boost your marketing results.