When — and how often — to send emails

Most of us at one time subscribed to a newsletter or a blog only to be inundated with emails trying to sell us something — again and again and again. The solution? Hit the delete button. Better yet, the spam button.?Email marketing is big business. And it can mean big business for your dental practice. So how do you prevent your online dental marketing and advertising emails from being instantly deleted. Unfortunately, there is no one answer. But by being aware of the pitfalls of too little email and too much email, you can strike the fine balance necessary for successful email marketing campaigns.

The perils of too many emails

• You risk irritating both new patients and your loyal clients, none of whom like to be bombarded by email, even if they signed up for it.

• Patients will tune you out. If they don’t hit the delete or spam button, they will quickly scan your email without giving it the ?attention it deserves — and requires if they are to answer your call to action.

• The relationships you have built up will be damaged because patients will feel they are only valuable to you if they buy a product or service.

• Patients are less likely to refer someone, fearing they too will be bombarded with email.

• You’re wasting time and money. Why send out a campaign if no one is reading it?

The perils of too few emails

• You risk being forgotten.

• Patients will think you don’t care about them and will start looking for someone who will get their attention.

• Your competitors will get their message out first on new products and services, putting you at a disadvantage.

• You risk being sent to spam land because patients don’t recognize your email brand. Being branded a spammer is not the image you want for your business.

• You haven’t built up the trust in your practice and in yourself as an expert in your field that is needed to have patients lining up for your products and services.

Getting it just right

1. If you are trying to market your dental practice by sending out product or service advertisements, try spreading out your promotions at least a month apart. This way you are not annoying patients because they won’t feel they are being constantly “sold.”

2. If you want to market yourself in the dental community, through personal relationship building, you can send out messages more than once a month. This approach allows you the opportunity to reinforce your brand without hitting patients over the head with it.

3. Marketing and Promotion: You have the opportunity to plan a strategic marketing campaign that mixes educational and informational material with promotions and special offers. This way, you increase the chances that your emails will be read.

4. Patients will come to expect 1 or 2 emails per month and will be looking out for it. Customers who are receptive to your message are more likely to accept your offer, increasing your return on investment.