Think you need a newsletter to your clients so you can communicate what your business is doing regularly?What would make me open your newsletter?Think you need a newsletter to your clients so you can communicate what your business is doing regularly?
You might. I’m usually a fan of newsletter emails.
But how many other dozens of newsletters is your client getting from other businesses, or even your competitors? Probably too many.
Email generally still reigns as king in the marketing industry these days, simply because its a way to contact individuals who may have interest in your products or services, but not intrusively. Its not a Thursday evening telemarketing call during dinner or a sharp knock on the front door to sell vacuums door-to-door.
Email marketing is often critical in the health and wellness industry, because your clients do not see you as frequently as other service businesses might. They may only come in once or twice a year, if that.
Reaching them outside of that allows you to alert them to new offerings in your practice, special deals to lure them in the door, and any other information you feel is important to communicate to them.
So let’s go back to my first question. If you were sending me a newsletter from your practice, what would make me open it?
We all know we’re being sold to when we get emails from companies or brands. That’s a given. Let’s move past that and delve into why consumers will open emails in the first place.
Am I ridiculously loyal to your brand and will generally purchase most of what you are selling?
Have I referred everyone I know to you and show up to events your business hosts to support you? Am I a brand champion? If these things are true, I will open your email newsletter
Are you going to tell me how to [lose weight, look younger, build muscle, have better sex, master cooking a healthy dinner, etc etc etc]?
In other words, are you going to provide some critical piece of information that will genuinely make my life better or yield some positive outcome I want? If this is true, I will open your email newsletter.
Are you going to tell me how to make more money? If you’re a healthcare provider, this may not be intuitive, because that’s really not what you’re selling, but if you’re selling something that you can translate into saving someone time or money, you’re technically putting money back in their pocket. If this is the case, I’ll open your email newsletter.
Are you going to educate me about a subject in which I am extremely interested? Do you have information to share that not many people do? Or is this information in a format that I can easily understand and apply to my life?
Will this information teach me how to[overcome an illness, get results in the gym, help my child do better in school, make the perfect healthy craft cocktail, etc etc etc]? You get the picture. I will probably read your email newsletter if the information is invaluable.
Are you going to give me some insane deal that I just cannot resist? Are you offering something at a discount that even the most non-impulse shopper can’t say no to?
Are we talking deal of the century here? Or even just a really good deal that I may not see again for another year? If so, I’ll open your email newsletter.
Have you so successfully created a brand that I relate to that no matter what you send me, I open it because I see your product or service as a reflection of my values and character? If you can nail this brand image in the form of an email newsletter, I will open that email newsletter.
Hopefully, this is helping you sift through your newsletter topics and content and identify what is actually valuable and what is not. Generally speaking, and more specific to the healthcare or fitness industries, most people will open an email if you’re going to promise them one of these things (and if they already trust you):
- How to make more money (or save a whole lot of it)
- How to be more attractive (in some way, and this differs by person)
- How to become more educated/better trained on a subject
- How to get something for free
If you start crafting your email messaging around these principles (not all of them in every single email, okay?), you’ll see your open rate and click rate start to climb.
Provide value, be honest, and offer your clients a genuine interaction. You don’t have to act like you’re not selling, because they know you are. Just be yourself and speak genuinely about what you’re offering. Reply to responses from those clients, too. They want to know that a real person is actually there on the other end.