I don’t know how else to put this, but most therapists are just AWFUL with their email marketing strategies. It hurts me inside when I sign up for their email lists because they miss the mark so badly. Maybe this sounds like you? I will tell you what if you have found that email marketing is not worth your time. Then you are probably are missing the mark on this. We are going to explain how you can use email marketing to grow your brand.
Why Email Marketing isn’t it Dead?
I would say email is dying but only because humans get smarter with their attention and how valuable it is. A lot of what I am talking about can still be applied to text messaging marketing which without a doubt is much more effective.
I think there is going to be a huge innovation that replaces email here soon because email is a pain in the ass. We get so many emails that we now have software that helps to divide our email up into different boxes for us so that we are rarely distracted by the crap.
The challenge is that once you get someone on your email list, you have to get them to open and click your email. It just seems like a lot of work for nothing right?
For some industries and companies, I would say that is true, but sports medicine is not one of them. For sports medicine, emails are alive and well. But almost no one is taking advantage of these opportunities. Everyone is taking the quick route and just using the like of Instagram instead.
How to Improve Your Email Marketing
The key to any good email is providing value. Humans are motivated by two things. The first is go towards pleasure; the second is to avoid pain. Meaning that once an athlete is in pain from an injury, they are searching for answers right away. No one wants to be in pain, and we do anything we can to get out of it. Which explains why the painkiller market is such a larger one.
There is an opportunity for you to provide a massive amount of value to people through your email marketing. The problem with Instagram is this, a lot of therapists try to post videos on there with a lot of information written in the caption. I don’t think there is anything wrong with this but many times you need even more writing to get your message across.
Email is the perfect platform to do this. In the book contagious the author talks about how to make thing spread. One of the ways he mentions is that people love to share really practical information. There is nothing more practical than tips on making your body feel better.
Give away more and give away your best secrets for free. The reason you can always give them apart is that nothing compares to a therapist’s putting hands on you. That is the whole premise behind our app. We help you to build relationships, but the goal is still to get athletes getting hands-on treatment.
I have been foam rolling and using softballs for years. There is an excellent value in these self-treatment tools, but they are not as valuable as human hands. What this all means is you can give an unlimited amount of information away, and it will do nothing but help you because it is only building trust.
We no longer live in a world where you can advertise once, and customers believe you are number one. Getting someone to be loyal takes time and consistency. You can start things off by sending an email to your life about what they are struggling with the most and then whatever gets brought up the most provide a solution for it.
Know Your Role
The role of email marketing is not to directly close a sale it is to build trust. There are too many health care providers who send out these emails that provide no value. They bring attention to events and the fact that you have some open slots.
First off, showing people you have open slots shows that you’re not in demand and makes people want to book with you less. What people need to know is that you are so full they can’t see you for months unless special considerations are made.
Let’s stop those types of emails all together for now though. Our purp
The focus going forward is on providing a massive amount of value for free. Make them open your email because the subject leaves them no choice. When they read your email make sure that when they get to the end, the only thing they can say is “wow” and start thinking of who they can share the email with.
Some tips for writing effectively for email marketing:
Spend time working on the subject line
Keep paragraphs short
Keep sentences short
Add lots of pictures or videos
Don’t be afraid to write more than 1500 words
Have a call to action that includes something free 70% of your emails
In 30% of emails have the call to action that points to a purchase
It is essential that you start collecting emails that you think are awesome. The problem with marketing our products and services is that we forget other people don’t care about us as much as we do. You have to get outside yourself.
When you look at the emails that you open and the ones you leave closed, you will start noticing trends. Follow those trends, and pay attention to the design and the calls to action. You don’t have to reinvent the wheel; you need to make sure you hop on the wagon.
The best email marketing I have ever done has come from having an inspiration front these swipe files. To have 30-50 emails I liked to be able to look at and go through made coming up with ideas and designs simple. I also was more confident because I was drawing the inspiration from things that worked well.
The Difference Between Social Media and Email Marketing
One question you may be asking is why use email when I can just provide this email on social. The problem with social is that it does not feel on personal and mindset on social can be very different. The one thing I have noticed that happens on every social network is that they start by engaging but then we follow more and more people and it makes it almost impossible to consume the content. We go from being on their discover to just scrolling through quickly to get through it.
Email still has a more personal feel than social media. If you do it right, email can feel like someone is speaking right to you. Kind of like those days, you go to church, and that day the message was just perfect for you. It is kind of like that.
The other truth is that different mediums reach different people. If you are on Instagram, you will have a diverse audience then if you join Facebook. The same is true for email. Some of your audience may not read or sign up for any newsletters. Whereas others hate social media and they love the newsletters.
The key here is that if you are using email, it is to provide MASSIVE VALUE!