Beginning to do marketing for your practice is a daunting task. Not only are providers limited in time and resources, but learning and understanding the complex, ever-evolving marketing industry can be incredibly challenging.
A first glance into potential digital marketing opportunities can feel like a paralyzing paradox of choice, making it impossible to even know where to start. Should you start posting on social media? Should you invest heavily in paid search engine marketing (SEM)? All of these can be effective marketing tactics, but they also require dedicated time and attention to ultimately be successful.
The truth is, your best bet is to start marketing with a tried-and-true email newsletter. Although some may be skeptical that such a traditional channel could outperform shiny new technologies, it’s still the most effective and cost-efficient marketing tactic there is. Here’s why:
1. It’s inexpensive
Implementing an email newsletter is incredibly affordable compared to other marketing tactics. Many email marketing companies offer a range of packages at different price ranges, based on your needs. You’re sure to find something that fits well within your budget.
2. You’ll have a higher response rate
People only subscribe to email newsletters from brands and businesses they’re interested in, so if someone is subscribing to your newsletter, they’re probably interested in what you have to say. If you see your unsubscribe rate increasing, you’ll know you probably aren’t providing the content your audience wants and will need to tweak your strategy. If your unsubscribe rates still continue to increase, consider decreasing your send frequency. People may still want to hear from you, just not as often.
3. You reach existing patients and prospects at the same time
Even if you’re deciding to invest in marketing to help generate new business, you still want to make sure you retain the patients you already have. Although some types of businesses may want to communicate differently to customers and prospects, it’s unlikely a provider would communicate much differently to existing patients and prospects.
So for a provider’s email newsletter, you can send the same or similar newsletters and essentially reach both audiences at the same time. To see if patients and prospects are responding to your newsletter differently, segment your subscribers into a patient list and prospect list and compare metrics.
4. You own the experience
The complicated truth about investing in most digital marketing channels, such as search engines and social media sites, is that businesses will always be at the mercy of the algorithms and changes of the channel. Because of this, many marketers preach, “Don’t build your house on rented land.”
With email, you own the experience your subscribers have with your newsletter. You build your house on owned land and forgo any risk of hurting your reach.
These are just a few of many reasons why an email newsletter is a great way to begin your marketing efforts. Although you may be tempted to start with newer, more advanced tactics, email has stood the test of time and continues to be an important marketing channel for even the most sophisticated companies.