EMAIL – A 7-Part “Write Winning Emails” Formula

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OK, now that we’ve covered some phone rules, let’s move on into email.

Email is a highly underrated communication tool. Studies show that email marketing – when done right – can yield $40+ for every $1 invested.

The big caveat there is the whole “Doing it right” part.

Because most practices blast out a spammy looking e-newsletter a couple times a year and call it a day.

That’s not what we’re talking about.

When following up with prospects, we have a very specific set of guidelines for your email.

“Write Winning Emails” 7-Step Formula

  1. “From” line – This should be a person, not the practice. I.e. the email should be seen as coming from “Adam Smith” and not “The Team at ABC Eye Center.”

We call this The Singular From, and it applies to all your marketing (not just email).

  1. Subject line – This is the most important part of the email, so make it intriguing.

Ask a question – “When can we meet?”

Tease a story – “You won’t believe where she found her lost contact lens”

Spike curiosity – “The question I always ask”

Be counter-intuitive – “3 great reasons not to get LASIK (no really)”

ProTip: As you go through your own email inbox, take note of the subject lines that catch your eye. This will give you more insight into the psychology of why we click on what we do.

  1. Design – None

Literally, this email should look like you sat down at your computer, typed it up in your email app and hit “send.”

Even though you’re using an automated marketing system to send the email (at least we hope you are), the email should not look like a marketing email.

In fact, you want the opposite. You want your prospect to read your email the same way they read an email from a friend.

When you email your friends, do you add a big header image? Use 3 different fonts and colors?

Of course not. So don’t do it when you email your prospects.

The whole goal is to build rapport and get the prospect to engage. This becomes infinitely easier for you when your email communication feels personally written.

  1. Email Intro – Use the prospect’s name – Dear <FIRST_NAME>, Hey <FIRST_NAME>!

Based on the information you’re gathering from your online lead forms, you should have the prospect’s name.

Using this in emails further personalizes the communication, making it feel even more authentic. (and again, you can do this automatically using your email follow-up software).

  1. Body – WIIFM?

WIIFM = What’s In It For Me?

Your emails (and all communications, for that matter) need to be focused on one thing:

The prospect.

So if you send emails talking about how experienced your doctors are, and how great your technology is, and how you were the first in <GEOGRAPHIC AREA> to offer <FANCY NEW PROCEDURE>, you’re missing the mark.

In fact, you can actually turn patients off that way.

ProTip – Patients choose the practice that makes them think, “Wow, these guys REALLY get the struggles I’m going through and want to help.” When you can articulate someone’s problems better than they can, they automatically assume you have the solution.

Focus your emails on THEM, not you. They will be moved to choose you, and then they’ll use your outstanding credentials as justification for why you were the obvious choice.

  1. Signature – Signed from ONE person (person in the “from” line)

Again, going back to The Singular From mentioned earlier.

“Talk soon, Adam Smith” is much warmer and personal than “Best regards, The Team at ABC Eye Center.”

  1. Call to action – Get creative

Every email needs a call to action. You want to get the prospect used to engaging with you when you reach out.

You also want them in the habit of responding when asked.

CTA Examples:

  • Reply to this email (to schedule, to answer so-and-so question, etc)
  • Visit our Facebook page to look at this live video
  • Click over to our website to read our latest blog
  • Call me at my direct line – XXX-XXX-XXXX

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