If you want your business to get noticed by dental practices, email might be your best friend. 60% of marketers voted email the best platform for promoting your business and making sales.
But how should you tackle email selling to the dental industry?
We have the answers you need right here. Read on for our definitive guide to email marketing strategies for targeting dentists.
Rebrand Your Newsletter
If you want to capture the attention of any B2B market, you must offer a brand that looks professional and trustworthy.
So for the most effective B2B dental marketing strategy, you should try investing in a professional newsletter redesign.
Clear branded messages, beautiful font, and a memorable color scheme will help your emails stand out from anything else businesses see in their inbox.
And standing out is essential because the average business owner gets hundreds of emails daily. Many of them sit, unread, in their inbox.
When branding, aim to make your information easily scannable with headers, sub-headers, bolder text, and lists. That will make it easier for your busy dental audience to digest the information.
The great thing about emailing dentists is that your recipients will find it a more meaningful and personal connection.
A message in your inbox is more potent than the one you quickly scan on social media. And when you connect with a business owner on a more personal level, you’re more likely to secure that sale.
So why not use advanced technology to start personalizing your emails?
The easiest way is to add their first name to the email or in the subject line. But you can also do other sorts of personalizations, depending on what data you have about that business.
For example, you could send emails to all dentists in a specific region and mention that location in the email copy.
Or you could send personalized emails about a service they recently enquired about via your website. Doing this weekly will build trust with your audience, ultimately leading to more sales.
Split Test Your Subject Lines
The split test strategy is perfect if you get low email open rates. Usually, low open rates mean your subject line is poor, so that’s where you’ll need to start testing.
A split test, also known as an A/B test, is where you try to do different subject lines on email and send half to around 5% of your subscribers and the other half to another 5%.
You measure open rates and see which subject line got the best number. That’s your winning subject line, which you send to the remainder of your audience.
Segment Your Audience
The segmentation strategy is similar to personalization as it allows you to use email to send more relevant content and promotions to your audience.
With this strategy, you segment -or group – your audience by interests or demographics. Once you’ve done this, you send different emails to each audience segment.
When they sign up, you can segment your audience by asking additional questions about their business and interests. Or you can segment them after they’ve signed up by sending a short survey by email.
If you use an email autoresponder, you’ll probably already automate your email to some extent, even if it’s something as simple as an automated welcome message when people sign up as new subscribers.
But there is a lot more you can do with automation.
First, you can create an automated, sequential promotional sequence for your email subscribers. For example, perhaps you can promote a time-limited offer for one of your services targeted at dental businesses.
You can use automation to send promotional messages reminding them about the offer and the deadline.
You could also use automation to send exclusive promotions to dentists who click on your sales or service page links via email.
Set Up Advanced Reporting
To get more from your email marketing efforts, you need to look at your data.
Analytics available to you in your email platform will provide a wealth of information, such as who opens your emails and when. It will tell you what content performed well and what content didn’t.
Create a custom report in your analytics platform so you can monitor this data and use it to improve your email tactics. That will allow you to pivot quickly when an email strategy isn’t working for you.
Clean Your List
Most businesses want to grow their email list and correctly assume that a larger list equals more sales.
But it’s not always that straightforward. Quality is often more important than quantity.
If you have dental businesses on your email list who aren’t engaging and aren’t interested in your content, that might hurt your email delivery rates and could even risk you ending up in the spam folder.
So regularly clean your email list and delete any cold email subscribers.
Experiment With Timing and Frequency
When you use reporting to analyze your email marketing performance, you’ll see patterns in the data, and you can use these for future marketing strategies.
For example, suppose your email click rates have slowly declined.
One thing you could try is changing the frequency of your emails. If you email every other day, try creating a more comprehensive email but only send it once a week. You could also experiment with the timing of your emails.
If your highest open rate is always a Wednesday morning, start scheduling your most important promotional emails for that time.
There are many experiments to try, and the most important lesson here is to keep attempting new strategies to see what works best.
Email Marketing Strategies to Help You Win Dental Clients
You’ll need to go beyond your competitors’ promotional attempts to win over new customers if you operate in the dental niche. But the right email marketing strategies can help you do that.
Use this guide to craft a successful marketing strategy that drives new leads and sales. And if you need help growing your email list, check out of dentist list database here.