“Fifty-six percent estimate they receive anywhere from 25 to over 100 emails a day, yet nearly half report reading between zero to five emails per day.”
Marketing to “Email Friends,” not Subscribers
Would you send a good friend “canned” content, stock imagery, and boring links to syndicated articles? No! Think of your followers or email addresses as FRIENDS and always frame your email language, images, and links accordingly.
Instead of: “Over 1 million pets in the U.S. are treated for heartworm every year.”
You might say: “Last year we treated X pets with heartworm, and every case was heartbreaking. Here is a discount code to our online pharmacy so, together, we can help better protect your pet.”
In the latter example, the stat of how many cases YOUR practice treated qualifies as a “story.” It’s unique to your practice and your community, and it makes the message more personal.
The second example above also conveys emotion, which is critical to bridging any meaningful relationship. Watching pets suffer from heartworm IS heartbreaking, and you want to help them avoid this by offering a discount code.
Go Forth and Be Authentic!
It’s a fantastic feeling to know you are nurturing relationships with your marketing rather than just throwing random noodles against the wall. As you shift to delivering more authentic email content to clients, we guarantee you’ll see the email open rates increase over time!
The strategy of continuing the conversation after the vet visit is a powerful one that, ultimately, will convert to higher client retention rates.
As always, the Simply Done Tech Solutions team is here to help support you. Don’t hesitate to reach out!