Writing by Brick Marketing in Content Marketing
This is a guest post by Steve Klinghoffer of WPI Communications, Inc.
Every communication you have with your clients is important. Whether it’s a phone message, a blog post or a visit to your office, each interaction represents your practice. If you multiply each interaction by the entire volume of your database, think about how important it is that your e-mails are professional and error free.
Here are six tips to help you make a great impression with your marketing e-mails.
1. Take a 5- second peak.
Assuming you aren’t intimately familiar with it, look at your most recent client e-mail, or one you are about to send, for only 5 seconds. Then close it. Ask a colleague to do the same.
What do you remember? What impression did the e-mail make? What items were of interest? What do you remember about any calls to action? It’s important that your e-mails, including eNewsletters, make a good impression so readers can immediately grasp what’s in it for them and what actions they should take.
2. Get a second opinion.
Ask others to review your e-mails before they’re distributed. For the best, most meaningful feedback, ask someone who understands e-mail marketing. Feedback from a colleague who engages in successful e-mail and newsletter marketing can provide particularly relevant insight.
To verify accuracy of information and proper editing, proofreading and formatting, share the e-mail with someone in your office who is detail oriented. As a marketer who has also done a great deal of editing, I can tell you that it’s important to have a second set of eyes to check quality.
3. Gather likes and dislikes.
Don’t view your e-mails in a vacuum. Instead, look at other messages you receive, whether they are dentistry related or something else entirely. Keep a file of the marketing e-mails and newsletters you like, and make notes on why some are effective and others are not.
4. Test your links.
Links are valuable in eNewsletters, especially if they help the reader get to your Web site for information or to make an appoinment. But your links must work. Page URLs change, and things can go away in the Web world. Shortly before you send your e-mails, double check the links.
5. Test common e-mail service providers.
An e-mail will display differently depending on the e-mail service provider. To ensure that yours appear clearly and accurately and don’t compromise your message, we suggest you open up e-mail accounts for most common providers: Outlook, Yahoo!, and Gmail, as well as any that are common in your database. Test your e-mail messages in each of these.
6. Get your e-mails out quickly.
Quality assurance and detail in editing are critical. However, keep to your schedule in distributing your e-mails. That’s because e-mails, and particularly eNewsletters, are meant to highlight the latest developments and news. If you begin to craft a newsletter feature article about back-to-school issues for September, but you don’t distribute it until mid-October, you’ll miss opportunities.
If these steps sound intimidating, consider a proven eNewsletter partner. Learn more at http://wpicommunications.com.
About the Author:
Steve Klinghoffer is president of the newsletter marketing firm WPI Communications, Inc. In the past 29 years, he has helped thousands of professionals market their practices through client and patient newsletters, referral-generating newsletters and Web site content. For more information, please call 800-323-4995 or visit http://wpicommunications.com.