Eye Care Marketing and E-Newsletters: Does Frequency Really Matter?

Many of us who commit to email marketing as part of our overall eye care marketing strategy get hung up on which matters more:  Frequency or Content?

Well, it depends…But first,

Content Is King

Okay, so you’ve figured out that email is an extremely cost-effective way of getting your message out to the patient base.

Your email systems set up and ready to go and you even have a few emails collected.

So what are you going to talk about? The answer is easier than you think.

The key to is to give patients what they want – useful information about their eyes.

Yup. That leaves it wide open.

Whatever topic you focus on, it must be about them – for them – with them in mind.

But of course, written by you, from you, and with some semblance of your voice included.

Great content delivers value in style. The style is you, the practice, the doctor, or the eye care owner. The value is whatever topic promises to help people.

So you create an email broadcast and you send it. To your surprise it gets lots of opens. A few patients even write back to you. And if you are truly on the ball, more than a few decided it was time to see you…

So they clicked your online appointment link and now you’ve paid for the hosting, email service, and time it took you to put the email together.

Now you are ready to send the next one?

How about next week?

What Will Patients Think About Another One So Soon?

The answer again, depends.

And this time, its about your track record.

Or, to follow along with our discussion, how you put together that first message together.

Another thing about great content is that it always takes people on a bit of a journey. Everyone likes a story so its natural to cover a topic and mention that in the future there will be more about this.

For example, the topic of this discussion is one part of a much longer story that I’ll covering in great detail as we go on. Indeed, I’ve been putting this stuff together for you for quite some time, but I have my own practice to run.

In fact, I’m in the process of getting my next series of emails out to my patients about our upcoming Trunk Show. So I better keep this short.

The point is this:  If you are delivering good content – or information that does not sound corporate or smell of sales and marketing or looks like the last three messages in their inbox, then you can send them out as much as you want – especially if you told them  -as part of you story.

Maybe your not convinced and worried about turning patients by sending to many marketing messages. Most eye care professionals tend to discount the power of email in their overall eye care marketing strategy.