Episode Transcript
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Hi Everyone, welcome to this episode
of catch up with Cairo touch. Thank
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you for tuning in. I'm your
host, Dr Brian Blask today we'll be
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doing something a little bit different.
Will be speaking with two guests on the
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subject of email marketing, a marketing
round table, where I'm joined by Marinas
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Da Dulo and Sanjuel Kumar. Welcome
to the PODCAST, guys. Thanks,
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Brian. Happy to be here now. Learn US normally helps me put these
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podcast episodes together, helps to reach
out to our guests, so it's nice
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to have her in the hot seat
today. I understand you guys have recently
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released an ebook all about email marketing
for Chiropractors, and that's why I have
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you on today. Correct. One
of our initiatives is to create educational content
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for the Chiropractic profession that we make
available for free. It's how to communicate
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effectively via email. Is a concern
we hear a lot from our customers,
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so we took our marketing knowledge on
the matter and put it in an ebook
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that is available for free. Download
free. I love free, and I
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know my chiropractic friends love free as
well. So how do I get this
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free ebook from Cairo toucher. It's
pretty easy. You're able to get this
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and other useful information for your practice
by signing up to receive our newsletter,
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and you could sign up on the
car touch website, cartagcom forward slash newsletter.
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Okay, so that's going to get
me this email marketing ebook. So
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the the topic of email marketing.
All Right, why, Sanchel, is
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this so important? Great Question.
Email marketing is one of the best ways
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to communicate with your patients. Not
only is it convenient and cheap, it's
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also effective in maintaining and growing your
practice when done right. Remember, Chiropractic
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is a personable, service oriented profession, and email marketing allows you to build
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on that provider patient relationship. I
agree. I agree, but also then
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and now to say, okay,
let's play devil's advocate here, like isn't
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that what social media does? Right
at my not? I doing the same
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thing. It's free. I can
communicate like with facebook. It's personal.
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It's a whole lot easier to just
make that post that reaches everyone then create
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specific email messages, though, right. FACEBOOK has a time and place,
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but it's not a replace. Well, yes, it's possible to reach a
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wide audience but you have no way
to tailor your message nor be sure that
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you're actually reaching the people that you
want this message to reach. So here's
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a fun statistic. Seventy two percent
of people actually prefer receiving content through their
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email rather than social media. So
things like patient appointment reminders or any announcement
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from your office you just can't do
through facebook. So let's say I'm one
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of the, you know, thousands
of chiropractors listening to this episode and you've
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convinced me to give email marketing a
shock. Sangel, what do I do?
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First, one of the most important
aspects of email marketing is understanding who
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your audience is. You need to
examine your email list and determine who should
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or should not receive your message.
In marketing called this targeting, and it
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can help you formulate email strategies.
For example, if your goal is to
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reach patients who are fallen out of
your care, you wouldn't send the same
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message to a patient who comes in
to see you regularly as you would a
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patient who stopped coming in six months
ago. Yeah, exactly. So targeting
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is also important because it helps to
hone in on your patients needs and wants.
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It also helps decrease the number of
people who opt out. For those
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that don't know what opt out means, it means that they remove themselves from
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your email list. So if you
know who you are sending your emails to,
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then you can craft a message that
speaks directly to those people, which
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will most likely incite them to take
action, which is what you really want.
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You can have them book an appointment, attend an event, to refer
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a friend, even give your practice
some reviews. Those are all the things
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that you could do with a targeted
email message. First I've developed the idea
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of who my audience is. Then
what do I do? The message of
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the email is next. You have
to decide what you want them to know
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or do. Like. What can
you elaborate? G me some examples here.
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Well, you can stay top of
mine by sending a promotional message.
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These do not have to be limited
to special offers. Also think about announcements
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new services or introducing new team members. Another message type is reminders to help
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patients keep their appointments and arrive on
time. You could also ask for online
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reviews, as I mentioned earlier.
That's another common use. Also sending birthday
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messages, holiday greetings, just so
that you are on top of mine during
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the holidays, to try a few
different types and see what your patients respond
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to the most. This is great, you know, with a kind of
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a covid world right now and just
being will make sure we can engage with
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their patients. We've had all their
topics other webinars on this to this whole
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patient engagement. So this is this
is really relevant. Thank you, guys
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for doing this. So now how
do I measure the response? Right,
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I want to make sure I'm targeting
except targeting the right people. But then
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how am I going to know,
like, how many replies I get?
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Is there a certain number or like, where do I go from there on
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the actual response? Yeah, so
response doesn't necessarily mean the number of replies.
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Sometimes you can measure what we call
a hard metric, like the number
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of additional appointments you book. But
you'll also want to measure how well your
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message was received, how many people
opened your email, how many clicks you
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received on the links, and also
how many people unsubscribed from your list.
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I think that's a really important one
that people tend to forget, because it's
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an indicator that you're sending information that
people want to receive. A high number
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of and subscribes probably means you should
revise your strategy. As a good point.
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So then, outside of the audience
list and the message, what is
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one thing people can do to say, improve their overall email marketing? There's
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actually two things. So the first
is consider your subject line. Thirty five
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percent of email recipients open an email
just based on their subject line alone.
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Think of when you eat open an
email, usually it's a subject line that
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catches your eye. So make it
short, make it snappy and make it
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relevant. There are some great websites
out there that will help you write your
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subject line. One is subject Linecom, but you could just be as creative
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as you want. That's good because
I, as the sales executive here at
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Cairo touch, my main job,
other than hosting our podcast, is working
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with clients, doing demos and then
reaching out to them via email. And
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I noticed myself same thing, like
sometimes when I write subject lines that are
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way too long, no responses.
Subject linecom. That's a useful tool for
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myself. And you mentioned there there
are two tips, right. What's your
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second tip? The second one is
to invest in an email marketing automation tool.
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This is essential when sending emails,
especially in bulk. For Caire touch
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customers, we actually offer a service
called CT in touch and that's a patient
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engagement tool that makes email marketing really
easy. It's already integrated within the car
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touch system, so you can easily
communicate with your patients. You already have
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in your database. You could send
them emails, text messages, just everything
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that you really want to do with
email you can do with ct in touch.
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So full patient engagement right out of
Cairo touch with the CET in touch
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that's phenomenal. Where should our listeners
go if they want more information about CET
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in touch? Car Touch customers can
reach out to their account development representative or
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simply visit car touchcom and request the
demo. So we've Got Cairo TOUCHCOM FOR
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CET in touch. Go there to
get the newsletter as well. So you
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can get the EBOOK. Cairo touchcom
resources for old podcasts and for Webinars,
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educational tools. There's a lot of
useful tools there at Cairo touchcom. Any
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final thoughts, any parting words of
wisdom for our audience? Angel? Yeah,
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I do want to share that.
Based on our market research, to
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average practice loses over thirty two hundred
a month from missed appointments. Adding email
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marketing can help to recapture that lost
revenue, will freeing up your teen's time
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from reminding and rescheduling appointments, and
really that's why we produced an Ebook and
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are doing a podcast on the very
topic of email marketing. It's a small
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step that can re big rewards for
any practice that's so smart. People really
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need that, especially right now in
a covid area where we need this type
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of email communication. Thank you,
guys bull so much. I really appreciate
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you. Know, Marias Angel,
I know you guys are busy, but
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in our marketing team. So thanks
for coming on sharing your knowledge on this
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topic with us, and thank you
to our listeners for tuning in to catch
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up with Cairo touch. You can
find more episodes of catch up with Cairo
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touch on spotify, itunes and go
to Cairo touchcom podcast. I'm your host,
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Dr Brian Blast, and I wish
everyone listening a well adjusted day.
