A Definitive Guide on Email Marketing for Dentists

A Definitive Guide on Email Marketing for Dentists
26 June, 2023 • ... • 454 views
Sara Kurczyńska
by Sara Kurczyńska

Email marketing has become an essential tool for businesses across various industries. Dentists too have discovered its benefits. It has proven to be very cost-effective and efficient. 

In this article, we’re going to explore email marketing for dentists. First, we’ll outline the types of emails that dentists can send out. Next, we’ll give you a few insights on how to start a dental practice email marketing campaign. And finally, we offer some best practices to help you achieve better results.

Why is email marketing for dentists so effective?

Email marketing gives dentists a direct and personal way to communicate with patients. Here are some reasons why it is such a powerful tool:

  • Improved trust and relationships. By regularly engaging with patients through email, you can establish trust. Like dental direct mail, emails can help you stay top of mind, thereby reinforcing trust and connection with the healthcare provider.
  • Targeted marketing. Email marketing allows you to segment patient lists. As a result, you get to deliver tailored messages to specific groups. Such a personalized approach ensures that your content is relevant to each recipient. It also increases engagement and conversions.
  • Cost-effective communication. Email marketing is a cost-effective method of reaching out to patients. According to Litmus, email drives an ROI of $36 for every dollar spent. So, with minimal investment, you can distribute engaging content directly to patients’ inboxes.
  • Increased appointment bookings. Sending reminders through emails can encourage patients to book regular check-ups. In the long run, it could lead to increased appointment bookings.

Dentist email marketing messages to send out

Now, we will guide you through some email types dentists could include in dental newsletters

Welcome emails

The welcome email is the first impression you make on prospective clients. According to Get Response, welcome emails have an average open rate of 63.91%. You should use this potential to your advantage.

In general, a welcome email should be a warm introduction to who you are. With that in mind, include a brief overview of the services you provide. You could also use it as an opportunity to highlight what emails the client should expect to receive from you in the future.

Colgate
Source: Colgate

The email above is a great welcome email. 

It greets the subscriber and encourages them to open Colgate emails in the future by promising interesting rewards. Next, it outlines the kind of content that the subscriber should expect from the Colgate newsletter. The said content is going to range from educational resources to product details. Finally, the newsletter asks the recipient to check out Colgate’s social media accounts.

New product or service launch emails

Are you introducing a new product or service? If so, send out an email to let patients know about it. Explain its benefits, and mention any exclusive offers or discounts associated with the launch. 

Encourage the recipients to take action. For example, you could include a link to an online store selling the product in question. 

Here, you can see a Boka email about a product launch, namely a cinnamon and mint toothpaste:

MailCharts
Source: MailCharts

The message starts with a pretty photo of the product. Then, it goes on to describe what the product is and what its benefits are. The benefits are listed using bullet points for better readability. 

It is also worth noting that the message contains four separate call-to-action buttons. Each one encourages the recipient to visit the product page and make a purchase.

Educational content and how-to emails

Educational newsletters are an excellent way to provide valuable information to new patients. The same goes for how-to emails. Use both to share oral health tips and updates or advancements in dentistry. Consider including infographics or links to relevant articles to make the messages more engaging. 

While such emails might not drive immediate profits, they are still good for business. Firstly, they allow new patients to better understand oral health and dentistry. This helps establish the healthcare provider as a trusted source of knowledge and expertise.

Secondly, by sharing updates or advancements in dentistry, these emails demonstrate the provider’s commitment to staying up-to-date with the latest industry developments. It positions the business as progressive and knowledgeable, instilling confidence in patients.

This email is supposed to educate the recipient on flossing:

MailCharts
Source: MailCharts

It starts with a simple photograph. Then, it explains the negative impact of not cleaning the surfaces between the teeth. It also outlines how flossing should be done using a visual guide  and gives a few suggestions on what products you could use for flossing. 

This topic is of interest to many readers, as a significant number of people don’t use floss. Understanding its benefits and how it should be done is bound to help individuals take better care of their teeth, making the topic relevant and engaging.

The message ends with a code for free shipping, as well as a number of blue buttons leading to the company’s online store. They cater to a wide range of people, from parents to the ones in need of orthodontic care.

Reminder emails

Send regular appointment reminders to ensure prospective patients don’t miss any scheduled visits. Include the appointment date, time, and any necessary instructions. Aside from that, offer the option to confirm, reschedule, or cancel the appointment. It is guaranteed to improve patient satisfaction and reduce missed appointments. It also reduces staff’s workload. They no longer need to contact every patient by phone.

Yapi
Source: Yapi

The message here gets the point across. First, the recipient sees the logo of the dental clinic and a greeting. It is worth noting that the message uses the recipient’s name, making the email sound friendlier. 

Then, there is the date and time of the appointment. The bold fond makes it so that both are clearly visible. It helps the email fulfill its purpose, which is to get the client to show up to their appointment.

Celebrating a patient’s birthday

Make patients feel special by sending birthday greetings. Include a sincere message, as well as a small token of appreciation. 

To give an example, it could be something as simple as a discount:

Litmus
Source: Litmus

While the email above does not contain a discount, it still fits the bill. It starts with a fun and interesting image of a toothbrush stuck in a birthday cake. Above it, Colgate asks the recipient when their birthday is.

It’s a promise of a discount. If the recipient shares when their birthday is, they are bound to receive it on their birthday. They just have to click on the red button at the bottom of the message and follow the instructions on the website it links to. The text on the button is a unique call to action, too. It sounds fun and gives the message a unique vibe.

Targeted promotional emails

Consider offering discounts on teeth whitening, dental cleanings, or other popular treatments. If you want to make such emails more effective, invest in personalization. A promotion that is relevant to a patient’s history or preferences is bound to be compelling.

Really Good Emails
Source: Really Good Emails

In the case of the email above, the recipient has a history of crowding issues. So, Smile Direct Club sent them a message related to clear aligners. It outlines the entire process of applying for the aligners. It also mentions their affordability. Such straightforwardness makes the recipient much more likely to send in an application.

How to start a dental practice email marketing campaign

In this section, we will explain the steps to take when starting email marketing campaigns. If you follow these steps, you should be able to successfully launch a dental practice email marketing campaign.

  1. Decide on an email marketing service

The first step in starting any email campaign is to choose an email marketing platform. It offers specialized features and functionalities not available in regular email clients like Gmail. There are many options available, such as Selzy, Mailchimp, and Constant Contact. 

Consider their features, pricing, and ease of use when making your decision. Look for a platform that offers a user-friendly interface and customizable templates. Other important features include automation capabilities and good deliverability rates. In case you need help, here’s an article about the best email marketing services.

  1. Come up with a valuable freebie to boost sign up

To encourage people to sign up for your email list, offer them a valuable freebie. It could be a step-by-step guide with oral health tips or a discount coupon for dental services. 

Make sure the freebie is relevant and compelling to your target audience. Promote it on your social media profiles and in your dental office to attract more sign-ups.

  1. Start promoting your forms and collecting emails

Now, it is time to start promoting your email sign-up form on your social media profiles and in your website content. 

You could also collect email addresses at your dental office. It could be as simple as asking patients to sign up when they are at the reception desk. Hanging up a poster in the hallway is also a viable option.

  1. Set clear goals

Before you start sending emails, define your goals for your email marketing campaign. Do you want to increase appointment bookings? Achieving such a goal would help you increase profits. 

On the other hand, you could set out to educate patients about oral health. While it might not drive profits directly, it’s still worth doing. It would position you as an authority on the matter of oral health. 

All in all, setting clear goals will help you create targeted and effective email content. So, think about what you want to achieve and make it a part of your email marketing strategy.

  1. Start sending out emails

Start by sending a welcome email to new customers. As mentioned above, it should introduce your dental practice and the type of content your subscribers can expect from you. Then, plan a content calendar and start sending out dental newsletters on a regular basis.

  1. Monitor the results

Finally, remember to monitor and analyze the results of your emails. Most email marketing platforms provide analytics tools. They allow you to track key metrics, such as open rates, click-through rates, and conversions. 

Pay attention to which emails perform well and which ones do not. Later, use this data to refine your email content and improve your future campaigns. The better they are, the more people will want to receive your emails.

Dental email marketing best practices and tips for better results

Crafting quality content

Any marketing agency will tell you that content is king. So, focus on providing valuable and engaging content to your subscribers. Share oral health tips, educational articles, and updates about your dental practice. 

Use a friendly and conversational tone to build a connection with your audience. Incorporate images, infographics, and videos to make your emails more visually appealing and easy to read.

Leverage automation

Remember to use email marketing automation to save time and streamline your efforts. Automation allows you to deliver relevant messages at the right time without manual effort. With that in mind, set up automated emails, such as birthday greetings and appointment reminders.

Incorporating personalization

Personalization is key to making your email marketing campaigns more effective. For example, you can address your subscribers by their first names. It is a powerful way to get your subscribers interested in what you want to say. 

You could also use dynamic content to tailor your emails to their specific needs and interests. In short, it is a type of email content that changes depending on who receives the email. For instance, it could show product suggestions based on a person’s recent purchases. Making use of it will allow you to send targeted emails that resonate with certain groups of patients and engage them.

Taking advantage of A/B testing

A/B testing involves sending two versions of an email to a small portion of your audience to see which one performs better. 

Test different elements such as subject lines, email designs, calls-to-action, or sending times. Analyze the results to determine which version generates higher open rates and conversions. Then, use these insights to optimize your future email campaigns.

Final thoughts

In conclusion, here are the key takeaways for implementing email marketing in your dental practice:

  • Email marketing offers a cost-effective means of communicating with prospective patients. It helps foster trust.
  • Incorporate a variety of email types, including welcome emails and targeted promotions. It will help you engage and inform your patients more effectively.
  • To maximize the impact of your email marketing campaigns, follow best practices. You could start by crafting compelling content and using email marketing software.

By following these strategies, your dental practice can establish stronger patient relationships and make them book more appointments. In addition, it should help you start seeing positive business growth and profitability.

26 June, 2023
Article by
Sara Kurczyńska
Sara Kurczyńska is an experienced content writer from Poznań, Poland. She enjoys writing about digital marketing, as well as playing video games and petting her fancy rats. In her spare time, you can find her birdwatching and taking long walks around the local parks and forests.
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