Download - 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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LifeLearn and Veterinary Practice Solutions
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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LifeLearn and Veterinary Practice Solutions
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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LifeLearn and Veterinary Practice Solutions
Make It Easy to Contact You
§ Include: § Phone number
§ Address
§ Website
§ Social Media info
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LifeLearn and Veterinary Practice Solutions
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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LifeLearn and Veterinary Practice Solutions
Try something different
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LifeLearn and Veterinary Practice Solutions
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 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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WHITEBOARD WEDNESDAYS! vpsdvm.com
