Read time: 5 Minutes
DenGro’s preset automated messages are a powerful tool. They perform an important role nudging patient leads along their journey to treatment start. But there are times you’ll want to run tailor-made email campaigns that extend beyond these automated messages.
But where do you start?
We’ve listed out our top tips for making sure your time – and money – isn’t wasted when re-engaging leads.
1. Plan your campaign
First off, you need a plan – why are you sending an email in the first place.
When planning out an email campaign, it’s important to make sure that you’re sending the email out for a good reason. Emails that don’t have a point or a reason can put a lead off before they’ve even opened the message, so make sure you know:
- Why are you emailing these leads
- What are you looking achieve from sending this campaign
2. Who are you emailing
Once you’ve got a reason for the email, the key is making sure you’re emailing the right leads. Sending information about Invisalign offers to a lead who enquired about implants is a waste of your time and theirs and is a sure fired way to lose that trust you’ve already built up with them.
Make sure to segment your list of leads and determine who is relevant to receive this campaign – removing anyone who isn’t relevant to the purpose of the email and who hasn’t provided consent for this type of marketing or messaging.
3. Consider the journey
If you’re retargeting a lead, think about the full roadmap to converting them. For example, what’s the call-to-action at the end of your email – what is it that you want the lead to do next? Is it a phone call, an email, make a booking online? Make sure it’s easy for the lead to know exactly what to do next if they’re interested – and make that next step quick, easy and appealing to action.
After that, it’s often the simple things that reduce the effectiveness of an email campaign – not branding it to the practice, not referencing the original enquiry, or asking leads to call but not showing the opening hours.
It’s also good to make sure that you’ve primed the lead for what happens after they’ve followed your call to action – will you be calling them, will they get another email? Make your follow-up and success plan easier by setting their expectations and priming them for what’s next.
4. Keep it simple
Emails are great, but they have limitations and can only hold someone’s attention for so long. No one wants to read a lengthy email extolling the virtues of the practice, or a detailed description of exactly how you’ll be removing the damaged tooth. Keep them short and breezy.
The aim is to attract attention and get the lead engage and react, so make sure you use a personalised subject line and draw their attention what the email is about quickly and efficiently.
5. Make sure your team’s onboard
If you’re running a promotion, sale, or just a re-engagement campaign, make sure your team knows. Colleagues and staff need to be able to pick up a call and react seamlessly to any questions or enquiries about the campaign – especially if it’s for a promotion or a sale. If the team doesn’t know what the promotion is, how it works, or the way it’s being promoted, they can’t sell it properly and you’ve just wasted time and money on an email campaign.
Improve your email re-targeting campaign with DenGro
DenGro can help you capture, track, and report on leads generated through all your marketing campaigns – it can then help you segment your leads and re-target or re-engage them. Make your enquiry management more efficient in less than a month.