Email marketing is one of the most cost-effective, productive, and promotional opportunities in cosmetic surgery digital marketing. It's important to have a message that can make your target audience desire to click on your website or contact you for more information. In a highly competitive cosmetic surgery industry, patients have a lot of options when it comes to choosing a surgery clinic. So, how should you be email marketing for your cosmetic surgery services? Check these do's and don'ts of email marketing to give your cosmetic business a lift.
Do: Create a Personalized Message
A personalized message can easily stand out in your recipient's inbox. There are chances of an open rate if you address the recipient directly. Plus, ensure your surgeon site is mobile-friendly and updated with your services. For instance, marksolomonmd.com precisely displays its services (labiaplasty procedures for women, breast augmentation, male enhancement surgery, soft tissue and dermal fillers, BOTOX treatment, facial cosmetic surgery, etc.). This ensures that your patients get the most accurate experience and services when they click.
Do: Reach Out to Current, Past, and Future Patients
For an email campaign to be effective, it needs to reach the right audience. Email marketing for a cosmetic surgeon doesn't only apply to current patients. It can also be used to re-engage past patients and encourage prospective patients to fill out an online form.
Do: Have a List of Emails
Your email marketing campaign must start by having a list of emails. You can gather a list of emails by:
- Directly asking your patients
- Using forms on your website
- Writing blog posts with call-to-action buttons where clients can subscribe to receive updates and emails.
Do: Focus on One Goal at a Time
You might have a long list of goals you want to actualize in your email market campaign. But avoid combining several goals in one email because it can bombard your recipients. Set a clear idea of what you intend to achieve (i.e., increasing sales, enhancing customer relationships, etc.). This makes it easier to understand the message you intend to deliver to your patients.
You can no longer edit the content of your email after sending it to your patients. So, ensure that you check every single detail of your mail. Start from the subject, content, and texts found in the images. Keep in mind that the credibility of your services might be negatively affected by incoherent, unclear emails.
Don't: Consider Yourself an Expert
It would be inappropriate to consider yourself an expert on what can work for your marketing strategy. Contact a professional to understand the most current trends in digital marketing. This will help take your cosmetic surgery practice to the next level.
Don't: Use Spammy Trigger Phrases/Words
Spam trigger phrases are words that email providers flag as malicious and fraudulent. When they identify these phrases, they route them away from your recipients' inboxes. These phrases usually overpromise a positive outcome to obtain sensitive details from the recipients. They include:
- Order Now
- Limited time
- Exclusive deals
- This isn't spam
Moving graphics, complex codes, and videos might be an engaging way to catch your recipient's attention. But the chances of everything you want loading quickly and correctly are slim.
Your recipients check their messages through various email providers on various devices. They might see only a grey box instead of seeing a cute graphic. So, keep your email content as clean and straightforward as possible.
If you want to share an informative, fantastic video, take a screenshot and link the actual video to your site. This increases your click-through rates, and readers will appreciate not having bulky, massive emails in their inboxes.
Don’t: Forget to Add a Call to Action
A call to action should be as simple as clicking on a link that leads to your site or filling out an online form for future content. No matter how compelling, superb, or engaging your email is, not adding an actionable link might lead to failure.
Don’t: Sell Your Subscriber’s Email Address
Selling your subscribers’ email addresses is illegal and can lead to fines, lawsuits, and worse.
Wrapping It Up
Successful email marketing campaigns should have a personal appeal and touch. So, avoid robotic-sounding chunks of content. Nowadays, the most effective campaigns target people who need to know they’re seen as such, not just as dollar signs or leads. Therefore, keep things personal, simple, and engaging. You’ll soon see the success of your hard work.