The Benefits of Email Marketing for Chiropractors
Chiropractor marketing is an essential part of growing your practice. But, there are many
marketing channels you could invest your time and money into, and choosing the right ones for your practice can be a challenge.
Many people overlook email marketing as old-fashioned and a waste of time. Email marketing is not dead. In fact, it’s alive and well, and one of the best marketing channels you can invest in where ROI is concerned.
In 2020, there were 4 billion email users globally, and by 2025, that number is expected to grow to 4.6 billion. What’s more is that most consumers check their email at least once a day, with 33% checking it throughout the day.
Thanks to smartphones, people have access to their inbox anywhere and everywhere they go, making email marketing one of the best ways to reach patients (and prospective patients) directly.
10 benefits of email marketing for chiropractors
#1. Nurture leads
Attracting new leads and would-be patients to your chiropractic practice is essential to your success, but it’s just the first step. Most people aren’t ready to become patients the first time they’re introduced to your message
It can take time before a new lead is ready to take the leap to actually schedule an appointment or a consultation. Email marketing can help you build more credibility in the eyes of your leads and turn more of them into patients.
During the research phase, it’s common for people to check out multiple chiropractic practices in the area before they make their final decision. By staying connected with them through email marketing, you also stay top of mind.
That way, when a lead is ready to pull the trigger and finally schedule a consultation or appointment, they’ll think of your practice first. Plus, you will have built the trust necessary for them to make the decision to choose you.
#2. Get repeat business
Too often, chiropractic marketing strategies are hyper-focused on getting new patients in the door. But, getting new patients is just half the battle when it comes to building a successful chiropractic practice.
It’s actually your existing patients that are the most valuable to your practice. They are the ones most likely to take advantage of additional chiropractic services, and they are also the ones who are most likely to refer your practice to their friends and family.
Email marketing is a unique marketing channel because it’s all about building strong relationships with your existing patients rather than just driving new leads toward your practice.
With email marketing, you can ensure that your chiropractic practice is the first thing your patients think of when they feel a twinge in their back or neck, or when someone in their life asks for a recommendation for a chiropractor.
The right email marketing strategy can help you keep your existing patients coming back for more and make you their go-to chiropractor for the foreseeable future.
#3. Maximize your ROI
Small businesses, like chiropractic practices, don’t often have an endless marketing budget that they can spend willy nilly on just anything. They need to see a return on their investment, preferably sooner than later.
In terms of ROI, no other marketing channel can compete with email marketing. For every dollar spent on email marketing, the average return on investment is $36. That’s a higher ROI than you can expect from any other marketing channel.
Chiropractic practices need to be smart about where they put their money. And, email marketing is a smart investment that can help you amplify your overall success.
Best of all, the right email marketing software gives you next-level insight into what’s working for your email marketing campaigns and what’s not. By monitoring your performance, you can get it right and maximize your ROI even more.
#4. Created personalized content
All of your patients have one very important thing in common — they are seeking out chiropractic care. However, most chiropractic practices serve many different types of patients with many different needs and interests.
You can’t expect to send a single message that resonates with all of your patients the same way. To get the most out of your marketing, you need to be able to send the right message to the right people.
Email marketing, more than any other marketing channel, makes it possible to do just that.
By segmenting your email list, you can group your patients by their similarities, whether it’s age, interests, length of time as a patient or just about anything else. Then you can send out targeted content created just for them.
#5. Build trust and credibility
Choosing a chiropractor is not like picking a spot to grab lunch or a cup of coffee. It’s a big decision that can impact someone’s health, pain levels and, ultimately, quality of life.
Suffice it to say, it can take a lot of trust to make that decision. Building that trust won’t happen overnight, and it takes more than just having a professional website or responding promptly to questions on your Google Business Profile.
One of the best ways to start building the foundation for trust is email marketing. By sending out regular emails that provide valuable content to your leads, you can demonstrate the value you offer and earn their trust.
The keyword in all of this is value. You can’t expect to build trust if your emails are focused solely on promoting your practice or getting people to sign up for a recurring membership or care package.
You have to prove that you are worthy of their trust by providing real value in your email. This may include tips, FAQs and other key information your leads want to know.
#6. Get five-star reviews
Before someone decides to schedule a consultation or appointment with your chiropractic practice, they’re going to want to hear what your previous patients have to say about your care. To do that, they’ll read your chiropractor reviews.
People trust what other patients have to say about your practice a whole lot more than what you have to say about yourself. And, they lean heavily on reviews when making a decision about which practice to choose.
If you don’t have reviews — or if you have a low average star rating on review sites, like Top Rated Local® or Facebook — it can really hold you back. Luckily, email marketing can help.
Asking for reviews is one of the easiest ways to actually get reviews for your chiropractic practice, and the best way to ask for reviews is with email marketing.
Simply send an automated email after a new patient has their first appointment asking for feedback about their experience. If they are happy, send them directly to a review profile. If they are unhappy, send them to an internal feedback form that goes right to you.
#7. Drive traffic to your website
Every chiropractic practice needs a great website. It’s often the first impression new patients get of your practice, and it’s your practice’s main hub online. However, your chiropractor website won’t do much for you if no one sees it.
In order for your website to be successful, you need to actively drive traffic to it. You can do this through paid ads, content marketing, social media marketing and — of course — email marketing.
Email marketing is a fantastic way to drive more traffic to your website. Include relevant links to your website in emails to help to increase more engagement on your web pages and blogs.
For example, let’s say you’ve recently expanded your services to include massage or pregnancy chiropractic treatments. Rather than waiting for those pages to start ranking organically, announce your new offerings in an email with links back to your service pages.
The more traffic your website gets from email marketing, the better it will rank organically and the more people will see it.
Pro tip – Include links to your social media profiles in your emails to get more followers and engagement on social media, and so people can easily share your content on their social profiles.
#8. Connect with an engaged audience
One of the best parts about email marketing is that it’s all about connecting with an audience that’s already engaged with your business and primed to convert.
With other forms of marketing, you have to lay the foundation for engagement. However, to get on your email list, people need to opt in. If they’ve already opted in, they’ve already shown an interest in your practice and what you have to say.
This is one of the biggest reasons why it’s a bad idea to buy an email list. People who don’t choose to receive emails from you are much more likely to send your emails to the spam folder or unsubscribe than people who have volunteered to be on your list.
Create a more engaged audience for your emails by creating an opt-in email list the old-fashioned way. It may take a little longer, but you’ll drive better results and get more out of your investment.
#9. Get your timing right
Timing is an incredibly important part of marketing. You can craft the perfect message and send it to the right audience, but if you get the timing wrong, it will likely fall on deaf ears. That’s true of every marketing channel, and email marketing is no exception.
What makes email marketing unique is that, with the right email marketing software, you’ll have all of the information you need to zero in on exactly the right timing to send your emails and maximize your success.
With A/B testing — otherwise called split testing — you can determine the right timing for your specific audience. This will help you get the highest open rate and the most engagement, clicks and conversions.
Plus, with email, you don’t have to wait for someone to check their social media timeline or do a Google search. You get the message right to them at just the right time.
#10. Save time with automation
Last but certainly not least, email marketing can be automated, helping you save time and effort on an ongoing basis while also sending a more personalized message to your audience.
With automated email marketing, you do the work ahead of time and your email marketing software does the rest. It’s as close to a set-it-and-forget-it marketing strategy as you can get these days.
For example, when someone signs up for your newsletter or fills out the contact form on your website, you can send them an automated welcome email introducing them to your practice.
You can also use email automation to send more personalized emails to include things like the recipient’s name. This leads to a higher open rate and more successful email marketing campaigns.
These are just a few of the many reasons to start using email marketing in your chiropractic practice. The Marketing 360® email marketing app has everything you need to get it right, from customizable templates to in-depth reporting. Plus, it integrates seamlessly with the rest of our chiropractor marketing platform.
