Email can be one of the most powerful ways to get your patients to take action. The trick is to write the kind of â€śGoldilocksâ€ť content thatâ€™s just right for your audience. Do a good job, and you can improve engagement with your patients, which is known to reduce appointment no-shows and increase patient retention.
One of the easiest and most natural times to write an email to your patients is over the holidays. Your patients are usually home, relaxed and receptive to a timely, relevant note from their doctor.
All you need to do is to follow some simple rules of email etiquette, and you can make this 4th of July weekend a time to market your practice in a fun, natural way.
1. Make the subject line about them.
Itâ€™s easy to fall into the trap of talking about yourself in marketing. You want to tell your patients all about what you offer, how you can help them, and what you think.
The secret to effectively marketing your practice is to talk to your patients about their favorite topic: themselves. Your subject line should have a benefit and mention something meaningful to them. For example: â€śTips to Keep Your Teeth Healthy on the 4th of July.â€ť
2. Keep it short.
A holiday message is a great way to reach out to patients, but even the most tuned-in patient wants you to cut to the chase. As a rule of thumb, your email should be less than 100 words.
Dear __________, (Make sure your email is personalized.)
Introduction: Reference the holiday. You donâ€™t need to say much more than, â€śHope youâ€™re having a great 4th of July.â€ť
Body: Jump into the meat of your message. Whatâ€™s the special offer? Why are you writing to them? Â It shouldnâ€™t take more than a few sentences to get your point across.
Call-to-Action: Once you make your point, itâ€™s vital to ask your reader to take an action. Whether itâ€™s to call your office, email you back, or even to check out your practiceâ€™s Facebook page for more information, you should always include a strong call-to-action.
Signature/Contact information: Be sure your readers know how to contact you if they have questions. Include your name, address, and phone number.
3. Include a postscript.
People love a postscript, or P.S. at the end of a message. Even if they read nothing else, odds are, theyâ€™ll read the P.S.
Why? The P.S. is typically short, and usually interesting or useful.
Try something like:
P.S. Overdue for an appointment? We donâ€™t judge. Call up my assistant, Jennifer, now and sheâ€™ll get you in the office as soon as youâ€™re able. Donâ€™t put off your dental health another minute!
Using email might seem a little awkward if youâ€™re not accustomed to it, but if you use it every now and then, it can be a powerful communication tool for reaching your patients.
P.S. Always spell-check your email! Thereâ€™s no excuse for typos or errors. People notice mistakes, and they distract from your message.
Further reading: Want some more ideas for how to use email effectively? Read this article for 10 common email mistakes.