What’s one of the biggest reasons for leveraging email marketing in your aesthetic practice? It’s the most cost-effective form for marketing your practice in your armamentarium. Research has shown that email marketing has one of the best returns on investment of any marketing method. Sending weekly or monthly newsletters is a great way to keep your patients in the loop of news, new technology, specials, or events your practice is having. We know it can be cumbersome to create and design email blasts on a consistent basis, but data clearly shows putting time and resources into this medium is a solid investment. Based on both our experience and the data within the email programs we work with including iContact, Constant Contact, and MyEmma, we clearly know better email design equals better results.
To deliver emails that perform and deliver results for your practice, follow these essential elements of email design.
1. Design An On-Brand Email Template
Your email design should have the same look and feel as your website and other marketing platforms like your social media. Make sure your logo links to your website, and that the colors of your headline, background, and dividers match your brand. It is always ideal to create a fresh new template every six months. And remember to create a mobile-friendly email too, as email is mostly consumed on a phone.
2. Create Eye-Catching Images
Does your image support the message of your email? Images can be an effective tool to include in your emails, but only if it supports your message. Using original content is one of the best ways to personalize your email campaign. It shows people who you are and connects them with your brand’s identity. You can use stock images, but try not to use them. If you have to make sure the images match your brand and support your overall message. Always link your images to the appropriate services or event page too. .
3. Use the Proper Messaging & Font Size
Use complementary font styles or if your practice has a Brand Guide, stick to those specific fonts in order to stay consistent. Don’t make your font too small, if some of your patients are older you don’t want them to strain their eyes trying to read the text. Use a size somewhere between 14pt and 22pt. Don’t have too much text in one block, because it can overwhelm your audience with too much information. Remember to use a luring subject line that will grab your audience’s attention. Considering your brand identity will keep your message consistent and focused on what’s most important.
4. Use Call-to-Action Buttons
Do you have a call-to-action button with a compelling request? Your call-to-action serves as an arrow for the reader to follow. Always include a CTA button with clear and direct text. Like Shop Online, Learn More, Read More, or Book Your Consultation.
Even though you may think the footer is the least important part of your email template, having a consistent footer with the correct information is necessary. Have your practice’s name and physical address. Add your social buttons that link back to all your social media accounts and websites. And, you must have an unsubscribe link too.
Once you have designed your email campaign, proofread it and send a test email to someone other than you who created it, to make sure it looks right, the links work and there are no grammatical errors. If you have followed our 5 steps then you should be ready to send out your e-blast.
*Insider Tip: Apple released new mail privacy protection features, and this can reduce the accuracy of email marketing tracking. The open rates may be inaccurate which will make that data an unreliable source for understanding how your email marketing campaigns are performing. If you are using MailChimp or Constant Contact, platforms like these should have tools coming out to better track the accuracy of your campaigns. For now, we can track information by using click-through rates and unsubscribes.
In the field of aesthetic surgery, an individual patient can be a very valuable part of your business. Instead of coming once a year for an annual physical exam, a patient may visit their aesthetic practice various times per year for repeat appointments or follow-up procedures. As a result, it’s important that you are communicating with your patients in a way that effectively reaches them. If you and your team stay consistent, before you know it, you’ll be creating and designing emails that look amazing and drive patients into your practice. For more email design best practices, contact the digital marketing experts at MD Internet Marketing.