Staying On Your Clients' Radar With Effective And Authentic Email Marketing [From the Archive - Now with Voiceover]
Best Practices & Content Ideas For Newsletters That Increase Client Retention
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Following last week’s interview with acupuncturist and herbalist Steve Kippax on his decades of experience with client retention, we’re staying on this topic of client communications this week. Prompted by recent conversations with practitioners and clinic owners, I wanted to share some best practices and content ideas with you for client retention (and acquisition) through simple, but effective, email marketing.
You’re busy in clinic, and efficiency is key in all additional tasks beyond seeing your clients for treatment. And newsletters are on the rise for a reason, they’re a classic marketing tool and when used in the right way are very effective in keeping in touch with your existing client base and helping new clients get to know you. You can go all the way with a newsletter that includes long form informative articles on your area of expertise, however today we’re focusing on the more light-touch newsletter to send out periodically to your growing audience.
First things first, get organised
The key to success is to create a plan. How often do you want to send your newsletter out, what content will you cover and how will you send it to your readers? Consistency is key, so whether you choose a fortnightly, monthly or quarterly schedule, make sure you stick to it so your readers can get used to your marketing. And find a newsletter marketing tool that’s easy to use like Mailchimp, Mailerlite or perhaps you have something already integrated in the software that you use.
The ‘why’ behind your newsletter
Next, set your own intention clearly. If you want your newsletter to be effective in attracting new clients or increase returning clients, make sure you make it as simple as possible for them to book their next appointment through your newsletter. And if you want to use your newsletter to increase tickets sales for your next event, or promote other offerings beyond your treatments, focus on that in your newsletter. Clear messaging is key otherwise you lose your readers’ attention. We all receive many newsletters in a day, so keep it simple. Be clear and concise in what you have to say.
Stand out by making it your own
Add your touch of personality and your own branding to your newsletter, so you stand out in people’s packed inboxes. Customers need to get used to your brand in different ways, from your website to your social media and your newsletter too. So stay consistent by making your newsletter look and feel like an extension of your brand with the same colours, font and logo you use elsewhere. And stick to your tone of voice. The more authentic you can be in sharing your updates, the more it’ll connect with your readers.
Growing your audience
It will take time to build an audience. You can grow your email list by adding a newsletter sign up form on your website, drive sign ups through your social media accounts and ask clients if they want to stay informed after they book their treatments with you. GDPR is an important privacy guideline to follow here!
Call to actions
CTA, also known as Calls To Action are crucial to make your newsletter effective. This includes adding a button in your newsletter that brings the reader straight to your website to book a treatment, buy tickets to your next event, or listen to your latest podcast episode. And make your newsletter easy to share with a sharing button at the end, so that your reader can spread your good news.
Ideas for content creation
What to write about?! As a healthcare practitioner you have plenty of information to share that’s interesting for your readers, and at the same time it’s important to design a content calendar that’s simple enough for you to stick to. Remember: consistency is key to grow your audience and see results from email marketing!
Topics you can cover:
Seasonal insights from your point of view, whether it’s from the perspective of Ayurveda or TCM. Share what are you seeing in clinic, symptoms that might be typical for this time of year or related to current events. This helps your readers identify with your offering and encourages them to consider booking their treatment.
News about your business; has your availability changed with new time slots or locations? Did you add any new treatment types to your offering? Have you joined a new clinic, or did new team members join your clinic? Are there any events, podcasts or publications coming up that you’re part of?
A special offer you just introduced, whether it’s a package of treatments, new low-cost slot or discount on products.
New reviews from other clients to act as social proof, so that you continue to build trust with future clients.
Highlight anything that’s happening in your community or personal news that’s appropriate to share.
Keep it simple, stick to your plan and save time by repurposing images/text you've already posted on Instagram. And whatever you do, don't forget to add a button directing readers to your booking page so you make your newsletter not just a nice to have, but an effective tool to grow our business.Â
The Well is free to read for all subscribers, giving you unlimited access to all past, present and future newsletter editions. If you know anyone else who’d be interested in this newsletter, feel free to share it with your colleagues and friends!