Step 1 – Your From Label – let your patients know who you are.
Your label is your way of saying hello to your audience. It should be the most recognizable part of your practice. Strong From labels are typically your company name, your area of interest, or product, or your first and last name (depending on how your practice is structured). After you choose a From Label style make sure to keep it consistent. Changing your From Label after you have built an audience is the fastest way to be ignored, or worse, have people unsubscribe.
Step 2 – Your Subject Line – the reason your readers want to open your email.
- No more the 40-50 characters
- No need to repeat your From Label
- Don’t use all caps
- Avoid overusing punctuation
Step 3 – Your Content – good content helps you build strong relationships with your readers.
First, realize that newsletters are not a place to sell, sell, sell. Newsletters are a way for you to keep the lines of communication open, so when your reader decides to become a patient they feel they know you first. That does not mean you cannot highlight promotions or offers in your newsletters – patients are okay with sales messages if they believe the overall message of the newsletter provides value. Remember this is a newsletter so keep messages brief and to the point.
- A message from the expert, that’s you
- Patient testimonials supporting your practice
- A special offer from your practice
- An upcoming event you are hosting
- Fast facts about your practice
Step 4 – Your Images – engage and entertain your readers.
All types of audiences receive messages and respond in different ways. Some people will really enjoy reading your newsletter, and others will only like to look at images. So, by not including images to break up or enhance your content, you are missing an opportunity to engage all of your audience. Images may seem a bit difficult, but remember they are worth the effort. To avoid problems we suggest the following.
- Never make your newsletter a single image
- Have a healthy balance of text and images
- Edit your image sizes so they are web friendly and fit the space you have dedicated in your newsletter
Step 5 – Your Call to Action – the reason your audience responds.
Think about what you want your audience to do, your call to action, before you start writing your newsletter. What do you ultimately want to achieve by sending out your newsletter? Answer this question and you will have a clear idea of what you want your readers to do next and where to link to follow-up. Be clear and concise and find different ways to insert your call to action within your total message. Your readers will be more likely to click through if you create a call to action button in your newsletter.