Components of an Email

So, you have a strategy in place, now it's time to build that email, right? Remember, be consistent with your message and your branding. Hey, at least I'm consistent, right?

You may be asking how you will create this email. I would recommend using your patient communication software. It should have the capability to email your patient list from your EHR and allow you to develop an email within their software. This will help with templates, so you're not all over the board trying to code. For a more sophisticated look, the Williams Group marketing team or another outsourced company can help you create an email that matches your practice’s branding and message that may be outside of the limits of the templates that your patient communication software provides.

So, grab your goal from your strategy and begin to work on the components of your email. First, start with your subject line. You should provide your recipients a clear message that is aligned with your copy inside the email. This should be a preview to what they can expect to read when they open the email. Write the subject line in a friendly, conversational tone.

Then move on to your copy. Choose one topic per email. By only discussing one topic per email, you ensure your recipients will get a full understanding of the benefit you are highlighting. Use your brand voice within your copy. Write it as if you are writing to one person. It’s a good idea to use storytelling in your copy as well. Be sure you are delivering something of value. Don’t just send an email just to send it. I know you want to stay in front of your patients, but do it in a way that provides value to them. Your copy should be clear and utilizes words that your recipients understand. You don’t need to use big, complicated words to get your message across. This could confuse your readers and send them to the delete button. It’s suggested that your copy be short, either sentences or paragraphs. You can link to longer articles to help get your point across, but your email should be straight and to the point. Think about using bullet points to get your point across.

The images in your email should be relevant to your copy. Use eye-catching photos, but don’t go overboard. Be sure your images will format properly on desktop and mobile. Don't forget to add your logo for brand recognition.

Think back to your goal. What is it? This will help you determine what your call-to-action will be. It should be relevant to your goal. Use clear verbiage, so your recipients know exactly what you want them to do. If you're hosting a trunk show and you want people to sign up to come check out your frames, tel them to sign up. If you're letting them know that you have back to school appointments available, tell them that you have back to school appointments available and you want them to schedule now.

The majority of emails will be opened on mobile devices. On average, 55% of them will be opened on mobile. So, it’s important that your email is responsive and loads quickly for recipients. This is something you should think about from your own perspective. How are you opening an email and how long does it take you to get the information needed before you close out and delete? Keep this in mind while creating emails for your practice. Give your reader the information that they want quickly and that it loads quickly.

Finally, the last component to your email is timing. Do your research on when the best time to email your target audience is. Generally, the best time to send an email is on Tuesdays at 11:00 am eastern time for open rates, but Saturdays for conversion rate. This is why it’s important to know your audience as well as the goal of your email marketing strategy. I should also mention that there is no set rule on how often you send your marketing emails. The main thing, I bet you can guess, is to remain consistent. Create your schedule and stay consistent whether it is monthly, weekly, or daily.