Client Communications, Email marketing, News,
5 Top Tips to Avoid Your Practice Emails Ending Up in Spam.
‘I’d like to send regular emails to my clients but I’m worried they’ll just see it as spam.’
A familiar concern we hear from practice owners!
Email marketing is one of the most powerful forms of digital marketing…
Sending regular emails to your clients has various advantages, including:
- Keeping in touch with your clients
- Reinforcing your clinic or brand values
- Highlighting your services and expertise
- Reminding your clients about additional services that they or their pets may benefit from
But here’s the thing: you need to avoid spamming your clients’ inboxes.
After all, we’ve all opened our inbox on at least one occasion to find streams of emails that we just aren’t interested in.
And you likely sent them all directly to the trash bin without giving them a second thought. Or perhaps you went one step further and took the time to unsubscribe completely.
These are both outcomes you need to avoid. So, how exactly do you avoid falling into the spam trap?
Tip 1: Personalise your email communications
Every email you send to a contact on your subscriber list must speak to them directly. If you’re sending irrelevant content, your audience simply aren’t going to want to engage with you.
Remember, these are people, not just email addresses!
For example, you may wish to avoid sending emails directed at dog owners to subscribers who you know only own cats.
Tip 2: Create a sending schedule
As an owner or practice manager, you probably spend a lot of time thinking about your practice. After all, this is one of the ways you ensure that you are meeting the needs of your clients and their pets and you may come up with an array of new ideas to promote your services.
Your audience don’t want to hear from you multiple times per day, every single day. They’ve got other things going on and don’t want to spend time dealing with tens of emails from your practice each day.
And this is where segmentation comes into play.
It can be a good idea to segment your email subscriber list based on frequency preferences. So, those who would like to hear from you once a week won’t miss out on communications whereas those who prefer monthly emails won’t feel overwhelmed.
Tip 3: Avoid cheap tricks
Some businesses will do anything to boost their email open rates. Using cheap tricks will only seek to reduce the level of trust your subscribers have in your brand.
No one appreciates being deceived, especially by a business they trust to look after such an important member of their family.
Tip 4: Always aim for maximum relevancy
Your email communications must always have a clear focus. So, before sending every email take a moment to consider:
- Why are we sending this email?
- Is the content of this email valuable to the recipient?
Although you may wish to simply say hi or are using email as a way to remind your clients that you exist, you aren’t approaching your email marketing strategy in the right way.
Tip 5: Take time to perfect your subject line
Sometimes first impressions make all the difference. Research tells us that emails with the highest open rates have short and snappy subject lines, largely because many people will access their emails on a mobile device whilst on the go.
Of course, our experts are on hand with many more tips to help you get the most from your email marketing.