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Email Drives Demand

 

  1. Keep it simple

    Be targeted.  Be precise.  Make your point.  And then ask your recipient to respond – NOW!  We live in a world of constant onslaught…let your email campaigns standout by providing an easy read with compelling information.

  2. No one likes to receive too many e-mails from any one person

    Setting guidelines for how often to mail to your potential clients is always a delicate subject.  While the natural tendency is to want to mail and mail again to stay in front of your prospect…the line for overkill is extremely fine.  A good rule of thumb, according to recent studies, is somewhere between one time a week to once every other week.  It varies by industry and target market.  You’ll need to test this one out and see what works best for you.  Best to start out slow and build up as your relationship with the recipient builds.  This ensures that your audience is not feeling overwhelmed or inundated.

  3. Any and all who respond to your email – you now own the name

    The list world works on very specific guidelines.  Purchase a list and you can use it to email the contacts on that list one time (more if you negotiate the terms).  Once someone replies to you directly, they can now – legitimately – be added to your own internal/house list for future mailings.  Beware, if no response, do not mail to that name again as you would be violating list purchase rules and agreements.

  4. Personalization is key

     If possible, always try to send out your emails from your personal address – rather than your practice address.  Human nature dictates that most people will open an email from a person more readily than one from a business.

  5. If you have a website, make it work for you

    It’s really pretty simple.  Create a separate page on your site just for people who respond to your email campaign - commonly referred to as a landing page.  Then set up the response link in your email to send people directly to this landing page.  That way they can immediately respond to your offer (be sure it’s compelling!) with contact information and request for “what ever your offer is” before they get lost in reviewing your site.  Chances are high that they will get distracted in the middle of engaging with you and move quickly on to the next pressing issue, without ever looking back.

  6. If they don’t want to hear from you, why bother?

     Not only is it the law, it’s common business sense as well, to be sure that you are only reaching the right prospects and only talking to people who are interested in doing business with you.  You’ve probably heard and seen the terms opt-in and opt-out.  This now applies to you as an email marketer.  It’s really quite simple.  Put a link at the bottom of every email that gives your recipients the option to opt-in and opt-out.  Be sure to stay close to these responses and honor their requests.