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email SECRETSfor Medical Practitioners
Email Secrets for Medical Practitioners
Considerations for Care Givers
Email Challenges
Best Practices
Email Solutions
Permission Based Marketing
Reasons to use email
Increasingly mobile patient population
Everyone is busy
Easy access to computer devices
Changing expectations
Legal Issues
Was the email received?
Was it read?
Was it sent to the right person?
Did anyone else have access to the email?
Was there a response?
Have you placed a copy in the patient’s file?
Remember, you are leaving a time stamp!
Imagine if…
You send a confidential email to the
wrong patient
Patient receives email from you which
you did not send
Email you sent is intercepted and
distributed
Consent
Agreement from patient that it can be
used
Must be included in patient record
Guidelines for Use
Develop an email policy
Get the patient’s consent
What is appropriate
Booking of non-urgent appointments
Send emails with good health tips
Quality / awareness information
Offer for free check-ups
Professional communications
Email between colleagues – referral
letters, consultation requests, digital
images?
The use of Text messages (Short
Messaging Service)
Receiving updates, alerts and news
bulletins on your phone
Email can be very useful in a
medical practice, however:
Requires thoughtful planning
Solid office practices
Secure email for communication of
sensitive patient information
Today’s Email marketing challenges
Challenge #1: New Communication Channels
YouTube
Facebook / Facebook messaging
Texting
Challenge #2: Portable Inboxes
Challenge #3: Inbox Overload
Challenge #4: Overcoming Spam
Approximately 5 million spam-sending botnets worldwide.
On average, a single botnet sends 77 emails per minute.
88% of all spam is sent from botnets.
70 spam emails received by the average web user each
day (McAfee)
Challenge #5: Spam filters
One-third of permission e-mails that consumers want to
receive from trusted sources are being blocked by e-mail
filters and corporate firewalls
Challenge #6: Image blocking
Challenge #7: HTML emails
HTML doesn’t render consistently
Challenge #8: Declining Click-thru Rates
Does that mean email is dead?
Does that mean email is dead?
Does that mean email is dead?
Does that mean email is dead?
“58% of people start their online day by reading emails”- ExactTarget’s Email X-Factor Study, 2010
“the dominance of email activity on mobile devices increased from 37.4% to 41.6% of US mobile Internet time”- the Nielsen company
1 in 4 shoppers visit sites because of promotional emails.
Email will evolve
Email continues to be a very strong commercial channel
Marketers are still not very good at email marketing
Best Practices for 2014 & beyond
Target your subscribers
Automate
Integrate email with social
TEST
Encourage click-throughs
Keep list current
Optimize for mobile
Personalize your emails
Consider how often and when to send
Best Practices for 2014 & beyond
Spray & Pray is dead
Get to know your subscribers
Build subscriber personas
Targeting customers based on their past purchases is
one of the simplest and most effective ways to
increase your sales.
Best Practices for 2014 & beyond
Best Practices for 2012 & beyond
Automate as much as you can
Send out a “thank you” after they subscribe
Weekly tips
Multi-part newsletter series
Birthday messages
Event management
Best Practices for 2014 & beyond
Integrate email with social
Target social media users with exclusive content and
ask them to share it.
Office Max Elf Yourself
Best Practices for 2014 & beyond
TEST, TEST, TEST!
Subject Lines
Layouts
Calls-to-Action
Landing Pages
Rendering
Subject Lines
The BEST Email Subject Lines contain one or more of these elements:
Short Subject Lines
Controversial Headlines
A Keyword Phrase
Numbers and Counts
Actionable Subject Lines
Timely or Urgent
The “Classics”
Best Practices for 2014 & beyond
Encourage click-throughs(Would you like to sample one of our products?)
Include a P.S.
Create a sense of urgency.
Best Practices for 2012 & beyond
Examples of great emails
Best Practices for 2012 & beyond
Examples of great emails
Best Practices for 2012 & beyond
Examples of great emails
Best Practices for 2012 & beyond
Best Practices for 2012 & beyond
Examples of great emails
Best Practices for 2014 & beyond
Keep your list current
25% of your house email list will expire every year as
readers switch jobs, email providers, or unsubscribe from
Best Practices for 2014 & beyond
Simple text versus HTML emails
(mobile / preview panel)
70 million US consumers
access email through their
mobile device and check it
an average of 4x/day.
HTML Emails
A recent report from eROI, revealed that more than 1/3 or about 38% of marketers don’t test their how their email campaigns appear across different email clients and browsers.
There is nothing worse than creating a well constructed HTML email message that rendered perfectly in your web browser only to find it mangled when viewed by customers with a Gmail, AOL or Hotmail account.
Design Tips for HTML email 1. Use tables for layout. Tables are more consistently supported than div
tags. Use simple layouts – not nested tables. Set tables to a maximum width of 600px.
2. Don’t use images for important content like calls to action, headlines and links to your web site. Outlook, Gmail and others turn images off until allowed by the user. If your entire email is graphical, all your recipients are going to see is a lot of broken images.
3. Do not use external or embedded style sheets. You can use in-line style tags.
4. Do not use javascript.
5. Do not use embedded video. Most popular web-based email clients –Yahoo!, Gmail and Hotmail are choosing to disable HTML video from playing. So play it safe and link to a web based player.
Best Practices for 2014 & beyond
Personalize the subject
Sign your emails
Emails should come from a real person (NOT info@)Dear Dianne,
Paradiso and Rasamayi’s collaborative debut 3rd Eye
Rising, was voted in the top 5 of 2011’s meditation and
relaxation CDs by industry professionals. Paradiso is a
master didjeridoo artist who has been billed along side
metaphysical and musical luminaries including … (click to
read rest of article)
Regards,
Greg Jameson
Best Practices for 2014 & beyond
Dear Dianne,
Paradiso and Rasamayi’s collaborative debut 3rd Eye
Rising, was voted in the top 5 of 2011’s meditation and
relaxation CDs by industry professionals. Paradiso is a
master didjeridoo artist who has been billed along side
metaphysical and musical luminaries including … (click to
read rest of article)
Regards,
Greg Jameson
Send text messages to cell phones via email
AT&T – [email protected]
Verizon – [email protected]
T-Mobile – [email protected]
Sprint PCS - [email protected]
Virgin Mobile – [email protected]
US Cellular – [email protected]
Nextel - [email protected]
Boost - [email protected]
Alltel – [email protected]
Alternatively, use a mass texting platform like
www.eztexting.com
Frequency of Emails
The more emails you send, the lower your CTR gets. But
the difference percentage is relatively low.
Click Through Rates
Best Day to Send
Best Day to Send
Best Day to Send
Types of email solutions
Built in / Plug-ins
Usually limited functionality, ISP restrictions, free
3rd party ESP’s (Constant Contact, Mail Chimp, Top Right)
Monthly charge, restrictive
Stand-alone software (Atomic Mail Sender, SendBlaster)
One time charge, unlimited emails, hands-on control
3rd Party Email Service Providers
Constant Contact
iContact
Mail Chimp
aWeber
Vertical Response
Campaigner
Stream Send
Top Right (Yahoo Stores / integrates with sales and customer
data)
Email Marketing Software
Atomic Mail Sender (79.95)
SendBlaster (129.95)
Email Marketing Director
GroupMail
Handymailer
e-Campaign
WorldCast
MultiEmail
Contact Management Features
Import Mailing List
Remove Unsubscribed Contacts
Group Email Contacts
Custom Demographic Fields
Automatically Detect Duplicate Emails
Require Opt-in
Contact Management Features
Email Creation FeaturesAdd Images
Add Hyperlinks
Basic Formatting
Create Plain-Text Messages
Create HTML Messages
Create Messages from Template
View HTML Source Code
Add Email Footer
Create Web Forms
Create Auto Response
Email Setup Wizard
Image Hosting
Stand-alone Email Marketing Software
Additional Email Creation Features:
Attachments
Embedded images
Direct Send mode
Email Sending Features
– Email Job Scheduling
– SPAM Test
– Test Email
– Email Aliases Creation
Email Reporting Features
– Opened Emails
– Forwarded Emails
– Bounced Emails
– View Unsubscribed Contacts
– Export/Download Reports
– Click-Through Tracking
– Delivered/Undeliverable
– Compare Message Reports
Email Reporting Features
Autoresponder
An autoresponder fires off an email to a subscriber automatically.
A single autoresponder is most common - this typically just replies to a subscriber when they sign up.
A sequential autoresponder is a little more advanced and allows you to schedule a series of predefined emails to be sent out on a specified schedule.
A/B Testing (Split Testing)
An Internet marketing technique that lets you test and see
which elements of your email newsletter: text, graphics,
design or layout, can be improved to increase your
newsletter's success rate.
Trigger-based messaging
Lets you send messages based on your subscriber's actions.
They offer a more personalized interaction with your subscribers.
Examples of trigger-based messages include a welcome email, a "happy birthday" message, a reminder to renew a subscription, a note that a new version of a product is available, a "we miss you " note to a subscriber that hasn't opened a newsletter in a while, etc.
Trigger-based messaging
List Segmentation
Send messages to subsets of your subscriber base to help establish a stronger connection via more relevant newsletters.
You have the option of resending messages to subscribers who didn't open or respond the first time.
Finally, you can target subsets of your subscriber base and mail out promotions and offers based on demographics, purchasing history, geographic location, and more.
AttachmentsMost ESP's do not allow attachments for a simple
reason - they increase the probability of a given message being viewed as spam (as a result, the ESP (and your) delivery rates may be affected.
You're better of using inline links in your newsletter email, which you can then link to a hosted file.
When the user clicks the link, they are given the option to download the file. Not as streamlined as an email attachment, but close.
Spam Score/Checking
Finding out whether your subscribers actually got your
email is important. If they didn't, why not? Some ESP's offer
spam score utilities that help you determine the likelihood
of your newsletter ending up in a spam box before you hit
send.
Newsletter Archiving
The ability to save, or archive, your old newsletters. ESP's differ in the way they handle this feature.
Some offer you to back up a certain quantity or volume of newsletters on their servers.
Others offer export options that convert your newsletters into PDF or HTML files so you can download them and/or store them on your website.
There is an SEO advantage to archiving your own newsletters (DIY).
Permission-based marketing
Where do you get emails?
Site registration (opt-in/double opt-in)
In-store acquisition
Online purchases
Joint Ventures (email on your behalf)
List purchase / rental
WebinarsThirty two percent of
marketers never track the
performance of their email
names by source.
CANSPAM Act
Controlling the Assault of Non-Solicited Pornography and
Marketing
Passed in 2003
What you can’t do!
Deceptive email headers
Deceptive subject lines
Not give opt-out
Not provide your physical mailing address
Make multiple accounts to send email
Send fraudulent, obscene, or child porn
What you can do!
Email people without permission (as long as not
dictionary style list)
Send multiple emails until someone opts out
Send commercial email
However, some email service providers may still blacklist
you for sending unsolicited emails.
Recap
Use simple text only emails If using images, make sure they are not critical to the
message Encourage click-throughs Personalize your emails Test multiple versions of the email such as subject line
and length Send emails mid-day on Wednesdays Segment your subscribers Use auto-responders Keep list current, regardless of how you capture emails
Conclusion
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