You’ve probably heard of optometry or ophthalmology, the branch of medicine that focuses on eye health. If you’re reading this, I assume you’re either a healthcare professional or someone who cares about one, because you’re here. This blog post will teach you how to create an email marketing plan to bring in more patients and grow your practice smoothly and effectively.
Create A Vision Taskforce
The first step to creating a successful email marketing plan is to put together a team. You’ll need someone who understands technology to help you set up an email marketing system, and you’ll need someone local to assist with marketing and follow-up. For instance, if you’re based in New York City, find a partner in a nearby state like New Jersey or Long Island.
Your vision team should include:
- An optometrist or ophthalmologist who specializes in eyecare;
- A medical director or COO who oversees the practice and helps bring in more patients;
- An administrative assistant or lead nurse who handles scheduling, paperwork, and follow-up;
- A digital marketing expert who can help create content and online strategies to grow your practice; and
- A design expert who can help bring your vision to life through graphics and web pages.
Launch A New Website
Now that you have a team, you can get to work on your practice’s website. You might want to consider using a Content Management System (CMS) to launch your website. A CMS allows you to update information like a blog without needing to hire a web developer. You’ll also need a domain name for the website and an email marketing provider. Here are the two most popular CMSs:
WordPress is widely used and is open source, which means that anyone can access and contribute to the development of the platform. It’s the most popular CMS with over 80+ million active users. If you’re looking for a free option, you can use WordPress.com or WordPress.org to set up your blog.
Drupal is another widely used CMS, with over 35 million active monthly users. It’s one of the world’s most popular content management platforms because of its ease of use and integrations with other platforms like Salesforce and Shopify. You can find a free trial of Drupal here.
Create Email Templates
When you have your website up and running, you can begin crafting an email marketing campaign. For example, say you want to send an email to your website’s subscribers to announce a new blog article, or a new offering or sale.
You’ll need to set up a new email and use email marketing software (like MailChimp) to craft your message. When you’re ready to send out your first email, you can use the template that you just set up.
Creating email templates is pretty basic and can be done in just a few minutes. Let’s say you want to send an email to your website’s subscribers announcing a new blog article. You’ll start by creating a new email and copy/pasting the below text into the email.
Dear [Subscriber], (First Name) (Last Name), I’d like to announce that I’ve got a new blog post on my website. You can find the link in the bio below. (Blog article) (Blog article) (Blog article) (Blog article) (Blog article). Sincerely, (First Name) (Last Name)
You can also use built-in functions in your email marketing software to create more complicated designs. For example, you can use conditional formatting to display discounts or special offers based on specific criteria such as the previous purchases of your customers.
You can get even more advanced with your designs and create custom email templates in no time. Just remember: your email template should be concise and easy to read so that it catches your subscriber’s attention.
Grow Your Email List
Now that you have a website and email templates, you can begin growing your email list. Email marketing is all about acquiring new subscribers and keeping the existing ones engaged. For example, say you want to send an email to your website’s subscribers to announce a new blog article, or a new offering or sale.
You can use a number of techniques to grow your email list, but the most effective ones rely on your existing relationships with people. For example, if you’re friends with someone on social media, you can ask to be added to their list. You can also look for people with common interests and connect with them on social media or forums.
The growth of your email list should be a goal of yours. If you want to send out regular emails to keep your subscribers engaged and interested, you’ll need to grow your list as quickly as possible.
Measure The Results Of Your Email Marketing Campaign
Now that you’ve launched your email marketing campaign and established regular emails, you can track the results and determine the success of your initiative. Compiling analysis of open rates, click-through rates, and other performance metrics is critical to measuring the effectiveness of your campaign.
You can use various platforms like Google Analytics to track the results of your email marketing campaign. For example, you can use Google Analytics to track the open rates, click-through rates, and other metrics for the emails you’ve sent out. You can also use the platform to track the impact of your campaign on your bottom line.
Where To From Here?
That’s all the information you need to get started with an email marketing campaign. From here on out, it’s up to you.
You can use the information you gathered to craft further campaigns or take advantage of what you’ve learned to grow your ophthalmologist’s practice.