E-blasts are a great way to start a conversation with your clients and potential clients. If you aren’t already using this marketing tool, it may be time to add it to your toolbox. Here are 10 tips to help you create e-blasts that pique your patients’ and potential patients’ curiosity and drive them to action.
1. Create value
The first step in creating effective e-blasts is to offer your audience something of value. Do you have a special on Botox® injections? Are you offering discounts on a series of CoolSculpting® treatments? When you offer your readers something of value, you gain their trust and their attention. Make sure that you are discounting properly before price-slashing and always consider your margins.
2. Use a catchy header
The subject line of your e-blast is the first thing your audience will see. It’s your first–and may be your only–chance to grab their attention. It should be useful, unique and convey a sense of urgency. Avoid using trigger words that will land your e-blast in the junk email folder, for example, ‘Free’ and ‘Order Now’.
Finally, make sure it’s the right length. You don’t want your header cut off mid-sentence. For mobile optimization, your header should be about 25 characters, and no longer than 35 characters.
3. Keep it short and to the point
We’re all busy these days, so no one has time to read about all your treatments and promotions. Choose one or two treatments to highlight in each e-blast. Give brief descriptions with clear instructions about how to find out more information, including how to book an appointment.
4. Say it with pictures
Images are an effective way to capture someone’s attention. But they must be the right images. For example, if you’re promoting the skin rejuvenating benefits of microneedling, you want to use an image of someone with beautiful skin–show them what they can achieve. Also, make sure you use a good mix of images and words as too much of one or the other may set off spam filters.
5. Include important information
A link back to your website is essential on any e-blast as this will lead potential clients to information about all your treatments, services and products. Also include your contact information so they know how to get in touch with you to schedule their appointment.
6. Appearances matter
Make sure your e-blast design adheres to your medspa’s branding, including colors, logos, fonts, etc. You want your client experience to be seamless from beginning to end and your e-blasts and other marketing materials are all part of the client journey.
7. Send a test
Always email yourself a test before you send out any e-blast. This gives you a last opportunity to catch mistakes or formatting mishaps and to make sure your message is easily-digestible and attention-grabbing.
8. Be consistent
Commit to a regular schedule of e-blasts so your audience knows what to expect. Your recipients will begin to anticipate your e-blast if they receive it regularly. They may even begin to look forward to it! That’s your sweet spot and the way to get there is by being consistent with your delivery.
9. Analyze results
After a few days have passed, look at your results to see which specials, links or calls to action generated the most attention. Use this information to hone your next e-blast.
10. Trim your list
Your e-blast list should include only those people who have opted-in voluntarily. You want to be contacting people who want to hear from you. If you send e-blasts to people who haven’t signed up to receive them, your e-blast may be flagged as spam and hurt your medspa’s reputation.
For more information on how to get the most out of your e-blasts or to have Acara’s sister company, Reach Beyond Marketing handle e-blasts for you, contact us today: 203-488-0028.
