email marketing: from spam to bam!

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EMAIL MARKETING:FROM SPAM TO BAM!

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LifeLearn and Veterinary Practice Solutions

Hello!

§  Terrah Warner

§  Content and Communications Manager, LifeLearn

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LifeLearn and Veterinary Practice Solutions

Introducing…

§  Dr. Joel Parker

§  Co-founder and President,�Veterinary Practice Solutions

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LifeLearn and Veterinary Practice Solutions

Then and Now

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LifeLearn and Veterinary Practice Solutions

What Happened?

§  Unsolicited emails

§  Not exchanging anything

§  Unhappy clients

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LifeLearn and Veterinary Practice Solutions

What Now?

§  Anti-spam laws

§  Opt-in emails

§  Relevant information

§  Happier clients

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LifeLearn and Veterinary Practice Solutions

Information  overload  

Skim,  scan,  delete  

…unless  you  trigger  curiosity  

THE  CHALLENGE  

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LifeLearn and Veterinary Practice Solutions

Sticky  subject  line  

Attractive  picture  

Interesting  copy  

Space  

Call  to  action  (CTA)  

Signature  

THE  SOLUTION  

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SUBJECT LINEDOs & DON’Ts.

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LifeLearn and Veterinary Practice Solutions

Triggering an Open – DOs

§  DO make it instantly appealing

§  DO make the subject brief

§  DO trigger their curiosity

§  DO make it personal

§  DO use humor

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LifeLearn and Veterinary Practice Solutions

Triggering an Open – DON’Ts

§  DON’T give away the message

§  DON’T use the CTA

§  DON’T overpromise

§  DON’T sell

* Mail merge at your own risk.

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LifeLearn and Veterinary Practice Solutions

Sticky Subject Examples

•  Does your dog need a breath mint? •  How many times a day does your dog floss?

•  Does your cat have the breath of a dragon?

•  Hi Nancy! About Teddy’s visit… •  Why does your dog lick his…?

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THE BODY:- THE LAW OF 3RDs- SIMPLE MESSAGE & CTA

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LifeLearn and Veterinary Practice Solutions

The Law of 3rds

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Effective Images

§  No Clipart!

§  Use your smartphone/camera

§  Hire a professional

§  Quality web images

§  Stock photos (Getty, iStock, etc.)

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LifeLearn and Veterinary Practice Solutions

Readable Content

§  Large font size

§  Web and mobile friendly

§  Keep it short, simple and focused

§  No preaching!

§  Trigger a need for more information

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The Power of Space

§  Easier to digest

§  Less intimidating

§  More appealing

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LifeLearn and Veterinary Practice Solutions

Caution!

Avoid super crappy emails (and unsubscribes) �

by avoiding super crappy content:

§  Long diatribes of medical info

§  Big words, small text

§  Listing all of your services !

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LifeLearn and Veterinary Practice Solutions

The CTA

§  Tell the client to DO SOMETHING!

§  Make it simple and easy

§  Brief your staff

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LifeLearn and Veterinary Practice Solutions

CTA Examples

•  Call today for a complimentary dental exam!

•  Book your flip-a-lip dental exam today!

•  RSVP to attend the free seminar!

•  Book an appointment before ____ and save 20%!

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SIGNATUREESSENTIALS.

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Make It Easy to Contact You

§  Include: §  Phone number

§  Address

§ Website

§  Social Media info

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Unsubscribe Option

§  Yes, you need it

§  It’s the law*

§  It’s okay

*check with your governing state/province for details

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PUTTING IT ALLTOGETHER.

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LifeLearn and Veterinary Practice Solutions

The Template

Build a template: §  Consistent layout = recognizable

§  Supports your brand

§  Saves you time

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LifeLearn and Veterinary Practice Solutions

Ideas

§  Seasonal promotions §  E.g., Dental awareness month,

flea and tick, etc.

§  Pet health information §  E.g., ClientEd Online links

§  Seminars / events

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LifeLearn and Veterinary Practice Solutions

What is ClientEd Online?

§  Lifelearn-cliented.com

§  1300+ vet-authored articles

§  Integrates with your website and practice software

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LifeLearn and Veterinary Practice Solutions

Example

ü  Short, simple, focused

ü  Law of 3rds

ü  Attractive images

ü  Trigger for more info

ü  Contact info

ü  Unsubscribe option

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Try something different

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Tweak Your Template

§  Same template:

§  Saves time

§  Creates consistency

§  Simple tweaks add variety

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LifeLearn and Veterinary Practice Solutions

Not a Designer?

§  You don’t need to be!

§  Email platforms with ready-to-go templates:

§  Mai (FREE option!)

§ 

§ 

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LifeLearn and Veterinary Practice Solutions

Get Started Today!

1.  Pick a topic 2.  Create a sticky subject line

3.  Choose an image

4.  Write short copy to make clients want more

5.  Give them a call to action

6.  Pick up your phone – they’re calling!

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LifeLearn and Veterinary Practice Solutions

Visit bit.ly/vpsoncb

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LifeLearn and Veterinary Practice Solutions

Visit LifeLearn.com/toolkit

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LifeLearn and Veterinary Practice Solutions

Let’s Talk!

VeterinaryPracticeSolutions.com

Tweet @DrJoelParker

facebook.com/dvm.vps

LifeLearn.com

Tweet @LifeLearnInc

facebook.com/LifeLearnInc

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