What e-newsletters do is they allow dentists to foster stronger relationships with their customers. At the same time, email newsletters help in strengthening branding efforts as well as help build awareness regarding your dental practice. Email newsletters also help to improve your practice’s customer service. And those are just a few of the benefits that dentists can derive out email newsletters. But just like with any marketing campaign, there are a number of mistakes that dentists can subconsciously make. In order for you to unfold your campaign’s true potential you need to eliminate all if not majority of these mistakes. Here are a few errors which you may unknowingly be making.
Mistake No. 1: Newsletters are not promotions.
A number of dentists, and even a handful of marketers, still do not understand the difference between an email newsletter and email promotions. Email promotions are designed to be action-oriented, that is they were created to motivate or incite their readers to respond immediately, whether that is through clicking, purchasing or calling your office to enquire about a new service.
On the other hand, while email newsletters may also prompt recipients to do something, their real purpose is to build lasting and long-term relationships with their readers. An email newsletter can be nothing more than an electronic magazine containing helpful tips and articles. They may not tell their readers to click through or do anything, but if the content found in these email newsletters genuinely help readers and allow for them to trust the sender, which is you, then it is fulfilling its major purpose.
Mistake No. 2: Being all about you.
There are a lot of factors which influence subscriber loyalty. One of the major determinants is valuable content. The content that you include into your email newsletters should be useful, timely and relevant. The quality of your email newsletter depends on how helpful your recipients see it. For this reason, you need to put yourself into the shoes of your readers try to think about the things which they would like to see from your newsletter. Try to be unique with how you deliver information. Don’t be too formal or else you’ll bore your readers. On the other hand, if you aren’t witty and authoritative enough, your readers might have a problem with your credibility.
Mistake No. 3: Measuring the wrong way.
Because email newsletters and email promotions are not the same, there should be different ways to measure the success of your e-newsletter campaign. Most of the time, we make use of click-through rates. However, using this short-term metric is ineffective in measuring long-term goals. What you can do instead is to measure your revenue prior to and after having certain patients as subscribers and noting if there is an increase. Compare the information you gather with a control of non-subscribers.