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How to Turn Warm Leads Hot with Email

Unfortunately, not everyone who visits your site is going to walk away as a new patient. That’s okay. Some of your patients take longer to move through the buying cycle than others, and some people are just browsing. No matter what the situation may be though, what you want to do is make sure that you capture your visitor’s email address so that you can continue to communicate and offer value to them.

Why Email?

There’s two reasons why you should email your patients and prospects:

  1. Email – more than any other form of online marketing – consistently delivers a high return on investment
  2. 70% of people actually prefer to get brand communication via email over any other form of communication

In short, you should be emailing your patients because that’s what they want and it’s what they’ll respond to.

Capturing Email Addresses

There are several different ways that you can capture an email address. 

  1. Simply have a sign up form asking people to subscribe to your newsletter.  That’s pretty standard, and it’s somewhat effective.
  2. Offer something of value in exchange. This is the “enter your email address to download this whitepaper” offer, that I’m sure you’re familiar with. Now, I know these can sometimes seem… bait-y. However, if your patients really need the information that’s behind the sign-up, if it provides legitimate value, people will be happy to give you their information.
  3. A Joint Venture or Co-Promotion. In this arrangement, you develop a list with a shared partner. This partner might promote a piece of content that you’re giving away for free (meaning, in exchange for an email address), or share a discount you’re offering. Of course, these arrangements work best when you and your partner serve the same market. 

When collecting email addresses, there are a few technical considerations you need to be aware of:

  • First, in order for you to add an email address to a marketing or subscriber list, the user has to give express consent. This indicates that the subscriber understands that they are opting in to receive ongoing communication with you, and that they know exactly what they’re getting in return – i.e. your value offering.
  • Second, I highly recommend a double-opt in. A double-opt in is when someone enters their email address to get your material, and then they receive an automated email asking them to confirm their subscription. This may seem counter-intuitive. After all, what if they change their mind? That’s actually the point. When it comes to building your email list, you want to focus on quality over quantity. Email lists that use double opt-in have a 250% higher click-through rate. So not only are you being respectful of your patients, you’re also pre-qualifying them.

Anatomy of an Email

Let’s jump into the meat and talk a bit about the anatomy of an effective email.

The Subject Line

The most important part of your email is the subject line. More than anything the subject line contributes to the open rate (the percentage of recipients who actually open your email).

As such, your subject line should be relevant and timely. This is not so different from the heading for a Facebook Ad. You want to capture your audience’s attention and pre-qualify them, in a way.

Call to Action

The next important part of your email is having a clear Call to Action. The Call to Action should be immediately obvious and impossible to miss. Think about how you react to marketing emails. You probably don’t read them word-for-word; not unless you’re extremely interested in what it’s saying.

Most of the time, however, you just skim over it, maybe taking an extra second or two to read something that really stands out.

The reality is that you have 1 second to engage the user before they delete or archive your email. You need to make sure that your Call to Action is seen within that 1 second.

Your Content

Understanding that you only have 1 second to capture your reader’s attention, your very first sentence – or heading – of your email should immediately set up the benefits of the offer. 

Then you should include short, clear headlines, and a small-paragraph format using bullet points whenever possible. 

Measuring Success

By now, you’ve exchanged something of real value and built a list, you’ve crafted a great email, and sent it out. But how do you measure whether your not that email campaign was actually successful?

There are three metrics that can tell you how effective your email campaign was:

  1. Open rate – this indicates how many people actually opened your email
  2. Click-through rate – tells you how many people clicked on your Call to Action and made it to your landing page
  3. Conversion rate – how many people that made it to your landing page ended up taking the final action – whether that be setting an appointment, scheduling a consultation, what have you.

Now these are really convenient metrics, because they tell you exactly what’s wrong:

  • If you have a low open rate then you need to improve your subject line
  • If you have a low click-through rate then you need to sweeten your call to action, and
  • If you have a low conversion rate then you need to revisit your landing page

In Conclusion

As you monitor and maintain your list, and implement changes as needed, you have a real opportunity to turn your warm leads into patients. Again, email is the top performer when it comes to your online marketing strategies.

If there’s anything that you feel like maybe we didn’t go deep enough here, or even overlooked, please feel reach out to us. And, of course, if you feel like we can help you in your online marketing efforts, we would love to hear from you. You can reach us at www.epowet.com/contact or hello@epowet.com.

To learn more about Email Marketing check out our short presentation at https://youtu.be/2WTujv4_KhM

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