Of all the marketing channels around, email consistently delivers the highest return on investment. On average, businesses achieve a 4,200% ROI, meaning that for every $1 invested, you can get $42 back.1
Before your dental practice can achieve these numbers, however, you have to do email marketing the right way. By implementing Dental Intelligence’s dental marketing tools, you can get ahead of the competition and grow your bottom-line using email.
How to Measure Email Marketing Conversion Rates
When it comes to email marketing, a conversion rate is defined as the percentage of people on your subscriber list who took a desired action.
Conversions can include:
- Opening an email campaign
- Clicking buttons or links in the email
- Filling out an online form
- Scheduling a new patient appointment
You can define a conversion in whatever way makes the most sense for your practice. A conversion could be booking a new patient appointment or filling out a form for more information about your practice, for example.
There are two different ways to calculate a conversion rate, and the method depends on whether you count conversions based on your total number of email subscribers or only a subset of the group of subscribers who clicked through a campaign (referred to as click through rates). Because of this, you’ll see conversion rates ranging anywhere from 1% to 25%.
How to Improve Email Conversion Rates
Given the impressive ROI of email campaigns, boosting email conversion rates should be a top priority for any dental practice. Start with these three simple recommendations to see immediate improvement.
1. Follow Best Practices to Maximize Your Email Open Rate
Improving conversions starts with making sure as many people as possible open your email. There are industry-wide best practices shown to maximize open rates, so you can start here:
- Send emails when your subscribers are online and have time to read email
- Use catchy email subject lines that speak to desired results or spark curiosity
- Personalize subject lines to get a subscriber’s attention
- Balance how often you send emails (email frequency)
The more people who open your email, the larger pool of subscribers you’ll have that can take the action you want them to do.
Begin by using best practices as a guide, but don’t blindly rely on them as they tend to be an aggregated collection of data across all industries. We recommend starting with best practices and testing different strategies to see what works for your practice.
2. Send Triggered Email Campaigns
A triggered email campaign is one that is based on activity. The reason these emails have the highest conversion rates is that your subscriber has done something to indicate that they want to engage in the next action, or they are already on your list, and an action (or their inaction) triggers sending an email.
This concept can best be illustrated by listing the types of triggered emails that could be used by dentists:
- Subscribing to a newsletter
- Missing an appointment and receiving an email to reschedule
- Having an upcoming or overdue payment
- Requesting information (like an eBook or checklist about procedures or oral hygiene)
- Reactivating a patient who hasn’t been to your office in some specified timeframe
Triggered emails are sent automatically and can be set up using a CRM. The beauty of these emails is that, once they’re set up, they run automatically, and you don’t have to put a lot of thought into them.
3. Design a Great Landing Page
An email campaign is going to send someone to a landing page (a page on your website) to ask them to do something, whether that’s make a purchase, download a guide, or pay a bill.
For an email campaign to be effective, the landing page has to be well-designed and easy to navigate. The winning elements of a great landing page include:
- Mobile-friendly design
- Consistent branding
- Clear calls to action
- Relevant information about your practice
- Well-crafted copy
- Trust indicators
- Minimal form fields (but enough to get the desired information)
Get Started with Email Marketing Today
Regardless of how your dental office defines a conversion or how you measure your conversion rates, the key to improvement is taking the time to measure email campaign KPIs. As long as you can track how you’re improving and identify new opportunities to grow, your email marketing strategy can yield impressive results.
With Dental Intelligence, you can use templates and ready-to-use content to create a great email campaign. Check out our dental marketing tools and schedule a demo today.
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