Growing your chiropractic business can be challenging, regardless of how experienced you are or how good you are at your job. This is where digital marketing strategies like email marketing come in handy.
You probably think social media is the best way to promote your chiropractic services, but using emails would be more efficient, as most people check their emails every day.
That doesn’t mean it’s going to be easy, though! But don’t worry; we’ve got you covered.
In this guide, I cover everything you need to know about the process of launching a chiropractic email marketing campaign, from identifying your audience to generating traffic.
How to Start Your Chiropractic Email Marketing Campaign
While there isn’t a guaranteed formula you can follow to get more clients, we can show you the best marketing practices to increase your reach and click-through rate.
1. Identify Your Audience
Targeting the right audience can make or break your email campaigns. Now, I know what you’re thinking: “I offer chiropractic care. Everyone would benefit from it.”
While that’s true in theory, identifying your audience would make your job easier. Think of your target audience as the bigger context in which you’re launching your email campaign.
Understanding the context/audience’s needs helps you know what information to include in your emails, what language to use, and how to grab potential patients’ attention.
As a result, you do less work for more return on investment (ROI).
Manual Identification
To identify your target audience, ask yourself the following:
Where does my audience live?
That would help you identify the territory you want to occupy. During this step, you want to keep the patients’ physical statuses in mind.
For example, as a physician who treats back problems, you don’t want potential patients to walk too much to reach your chiropractic clinic.
What demographic do I want to treat?
That includes age, gender, occupation, etc. You probably know different people receive information differently. Identifying your desired demographic helps you customize your email marketing campaigns accordingly.
What is the social status of my target audience?
Identifying the values, education, and income of your target audience helps you choose proper treatment methods with reasonable prices.
Google Analytics
You don’t always have to identify your target audience manually. If you have a website, Google Analytics will provide all the statistics and analytical marketing tools you need to know what content your audience engages with.
That can help you take data-driven steps and double down on that type of content to generate more traffic.
2. Create An Email Format
For a newbie marketer, you might think all you need to do is send people emails, offering chiropractic care and showing your credentials. Wrong. It’s too boring and salesy, which most people don’t like.
You want to have a format that combines value and hospitality. Your format should depend on the purpose of the email. There are various email templates you can follow to make your job easier.
If you’re sending an introductory email, we recommend following the teach-and-invite method. That’s where you start your email with a few facts about common diseases people deal with and offer helpful tips for potential patients to treat them.
For example, as a chiropractor, you can cover common reasons behind back problems and a few exercises that can help reduce the pain. That’s the ‘teach’ part of the format. The invite is the most crucial aspect of the email.
You can’t end an email with these tips and think that’s enough to get clicks. In fact, they’ll probably say: “Wow! Free tips to treat back pain. Thanks, random doctor,” and be done with it.
You want to add a call to action (CTA). That’s where you add a link to your website or online scheduling tool and encourage people to make an appointment. It sounds simple, but it can do wonders for your trafficking.
You can also add testimonials, if there are any, from the patients you’ve successfully treated.
3. Offer an Incentive
Adding a CTA at the end of your email doesn’t guarantee clicks. You want to offer potential patients something valuable that encourages them to subscribe to your email list. That’s where lead magnets come in.
A lead magnet is a piece of content that offers value to your patients. You can provide it for free in exchange for their email address. It can be a video, e-book, webinar, free trial, etc.
How to Create a Proper Lead Magnet?
With lead magnets, you want to tackle important topics that are relevant to your audience’s needs, like osteoarthritis or cervicalgia. Make sure you avoid generalizations.
If you’re tackling a specific pain, provide a straightforward treatment plan, like a workout routine or specific medications. Unfortunately, offering educational content isn’t enough. You want to make it as engaging as possible.
No one wants to read a 20-page paper on how to treat back pain. However, most people would love to watch an engaging video with impressive visuals.
4. Use Automated Email
You’re full of energy and want to write every email with care; we get it. That’s not the most efficient workflow, though. As a business owner, you want to spend as much time growing your business rather than writing emails.
That’s why we highly recommend using automated emails. That’s where you use pre-determined rules to send emails to your clients automatically. These rules include what emails to send, when to send them, and what information to include.
The most prominent example of an automated message is sending a welcoming email to new patients who subscribe to your email list.
You can’t drop everything to write a welcoming email to every new subscriber. An automated email does that for you.
The Benefits of Automated Emails
Automated emails aren’t just about saving time. You can easily personalize them to make them more engaging.
Customizing an email to address patients by their first names makes them more personal. You can also use them to send appointment reminders.
These steps show you care about your relationship with your patients, which helps you create patient loyalty.
Personalized automated emails can also improve your client retention rate. Remember, you don’t want to focus on finding new patients at the expense of forgetting about the old ones.
You can send monthly/weekly email newsletters to give them regular updates and offer new treatments. Additionally, they can also widen the scale of your campaign. When you work manually, you’re limited by your or your team’s capacity and available time.
That won’t be a problem with automated emails, as you can send more than twice the amount of emails.
5. Create an Authentic Voice and Tone
I understand why you’d want to send a formal email that covers the health benefits of your chiropractic practice. As a healthcare professional, people expect formality from you.
However, you don’t have to stick to that tone. You can elevate your emails by using a unique voice and tone.
Remember, there’s nothing catchy about a plain email.
The voice of your email is like your personality. It determines how you come across potential clients. The tone is like your attitude. You can choose to write emails in a formal, casual, or sarcastic tone.
How to Find Your Voice and Tone
The best way to settle on a proper voice and tone is to experiment. I know it’s a general answer, but it’s the fastest way to determine what works for you and your patients.
Identify the goal of the email, whether it’s educational or promotional. Then, write it several times in different voices and tones. Think about your values, what your business stands for, and the change you want to make while writing these emails.
Once you finish writing, use the one that feels true to these values. It’s worth noting that finding an authentic voice and tone isn’t the hard step. It’s staying consistent with them.
You don’t have to stick to them all the time. There’s nothing wrong with a sarcastic remark now and then, even if you’re using a formal tone. Ultimately, though, your emails should stay consistent in tone and voice.
6. Optimize for SEO
You can follow every step of that guide and still not increase your traffic. That’s because you’re not optimizing your emails properly.
Search engine optimization (SEO) refers to a series of practices that help your website/page rank high on Google results.
Keywords are the bread and butter of SEO. Marketers do in-depth research on the crucial keywords of any topic so they can make content that caters to their audience’s needs.
As a chiropractor, you want to research the keywords people use when they’re researching related problems/treatments and use them in your next email. Try to insert those words naturally without making it look forced.
7. Write Catchy Subject Lines
I’ll be honest with you; not everyone you send your emails to will open them. It’s a natural part of the marketing process. However, writing the right subject line can change that.
At first glance, it seems like an inconsequential part of the email, but most marketers agree that a catchy subject line can increase your click-through rate tremendously.
While there isn’t a set formula for engaging email subject lines, we can give you a few tips that might get you more clicks.
Create a Sense of Urgency
Creating a sense of urgency is a classic way to encourage people to click on a link. You can emphasize the limited space/time on a special deal, like “This week only! First-time patients get a free check-up.”
Pique Their Curiosity
Using a mysterious subject line will pique the curiosity of your patients, pushing them to open your emails. You can use titles like “You won’t believe this exercise can help your back pain” to get patients’ attention.
Wrapping Up
When you start a chiropractic email marketing campaign, you want to have a clear plan before preparing your content. Identify your target audience, crucial keywords, voice, and tone. Even if you establish an authentic personality, don’t settle for informative content.
Be engaging and entertaining. Use lead magnets that add value to your patients. It’s not just about getting clicks. It’s about making the treatment process smoother for your patients.
If you’d like to learn about how we do effective cold outreach email marketing for chiropractors at ChiroReach bringing in hundreds of website visits with guaranteed results, visit our services page here!