Or does it?

Today I wanted to share a post from Stan Kinder. He has great insight on how to add value to your email list.

It was my second meeting with Dr. Leighton. A potential buyer had asked if there

was a systematized approach to growing the practice. Sadly, there WAS an

email-based system but it had been discontinued because of declining results.

Fortunately, our team includes an expert in email marketing and with Dr.

Leighton we crafted a process to take the best parts of the old system and fold

them into a new strategy that has proven results.

First, we ditched the old "@gmail.com" email address. Spam is a huge problem for

receiving email servers and commercial emails coming from platforms like Gmail,

Yahoo, Hotmail, and others are subjected to far more scrutiny than "branded"

email addresses. We chose Google Workspace because of the robust features it

offers, reasonable cost, and ease of setup. The technician also set up all of

the security protocols to allow the receiving mail servers to verify that email

from Dr. Leighton could be verified as "from Dr. Leighton".

Second, we ran a "please verify your email address" campaign and within the

campaign, we added a request for patients to "opt in" and authorize his office

to communicate with patients by email AND text messaging.

Third, we took Dr. Leighton's patient list and started to "tag" each patient

with the information we had on them. Initially, this was just rudimentary

information like age and gender but it did allow Dr. Leighton to send offers

only to those patients most likely to respond. For example, no one over age 50

was targeted for pediatric dentistry and no one under 40 was targeted for

dental implants. 

With Dr. Leighton, emails were crafted and sent to the patients that would be

most likely to respond. This resulted in a significant jump in open rates and

also a significant uptake of the offers being sent. This not only boosted

revenue for the practice, but the systematized approach to marketing with email

also gave the buyer the confidence they were looking for and the deal proceeded

smoothly.

Obviously, this is very basic but it is still surprising to me how few dentists

perform and follow even basic list segregation. As a result, they email offers

to patients that have zero interest in a procedure and as a result, the emails

do not get read and end up in the spam folder.

Click here if you'd like to read more from Stan.

If you'd like help with your email strategy, click the link below.