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If you are new to the marketing world or are looking to improve your traffic, you have many avenues to consider. And in today’s day and age, a vital one is using email marketing campaigns (email blasts, or e-blasts).
We are all familiar with the concept of e-blasts — emails sent to a predetermined contact list to convey your current news or specials — and are aware of their enormous marketing potential.
But, understanding their importance is only part of the battle. An even more pressing aspect is knowing how to do them right.
Why Would I Want to Send Out Email Blasts?
Many practices use multiple platforms to advertise and market themselves, including PPC campaigns, social media, and print ads.
So, how is email marketing different? And why should it be considered?
Email marketing is one of the most direct ways to connect with your leads. E-blasts allow you to curate a specific contact list and deliver news directly into their inbox.
But, just like we can all relate, there is such a thing as “too much” when it comes to emails.
Ideally, email blasts should be sent regularly and consistently, determined by your objectives.
Email blasts should focus on current items that capture your audience. This includes:
- Weekly or monthly specials
- Upcoming events
- New offerings (Do you have a new system? Are you offering a new treatment?)
- Recent news (This can include topics such as publications or awards.)
A successful email marketing platform should be aware of its own objectives and know its target audience.
How Often Should You Send E-blasts?
Email blast campaigns are the ultimate balancing act. Send out too few, and your contacts will likely forget about them (and maybe about you). Send out too many, and you risk overwhelming and annoying your contacts.
The last thing you want your email campaign to do is come off as “spammy.” This is the fastest way for someone to unsubscribe or opt out of your campaign.
So, what is the “ideal” number of e-blasts?
Unfortunately, there is no clear-cut answer to this question. This is dependent on your type of company or practice and what your objectives are. What is right for you may not suit your competitor, and vice-versa. It all comes down to your objectives and what you have to offer.
In our experience, we have found that monthly email blasts work best (particularly when paired with social media mentions and in-practice promotion).
However, the most important thing to remember is that consistency is key.
Can I Increase the Volume of My E-blasts?
Just because you start by sending a quarterly or monthly e-blast doesn’t mean you have to maintain that schedule. It is possible to increase the frequency of your email blasts.
However, if you choose to do so (such as if you start running weekly specials), it is best to increase these slowly. When the number of emails is increased slowly, your contact list may not even realize what you are doing.
Increasing the frequency of e-blasts too much or too fast can create a drop in your open and click-through rates.
How Long Should My Email Blasts Be?
While every company has a different opinion on the ideal length of an email blast (and the optimal length varies based on objectives), it is important to keep in mind that your audience has a relatively short attention span and concise content works best.
Most audiences will not want to read extended content in the email.
If you have many topics/information to cover, consider adding it as a blog post and linking to that blog in the email.
Any links back to your site or social media are beneficial.
Stay Up-to-Date on Your Data
As you can see above, the proper frequency of email blasts is not carved in stone. This varies by company and objective.
The best way to determine what is right for you is to analyze your data. This includes open rate, click-through rate, and conversion rate.
Fortunately, many email tools will have built-in analytics or data tracking capabilities.
Interested in Starting an Email Marketing Campaign?
If you have any questions about email blast campaigns or need assistance in its creation, contact the specialists at Plastic Surgery Studios by calling (888) 525-6360 or filling out the contact form below.