The 3 (unexpected) keys to successful
e-mail marketing
Isn't it hard to keep writing all these
e-mails? And can you have someone else do it for you?
Let me use this column to talk about some
of the objections to what I suggested in a previous column -- that is, to
e-mail as often as once a day if possible, to be very informal, to bring up and
deal with anxiety and negatives, and to close every e-mail with an offer.
First, the matter of frequency. It is a
fact that some people hate getting an e-mail from you every day. In fact, they
will unsubscribe from your list if you mail them every day.
Yet, mailing every day is the single most
effective thing most dentists can do with their list.
Why?
First, people build a relationship with you
because they hear from you so often.
Second, they remember when they subscribed.
They are not likely to complain about your e-mail to their e-mail provider, so
you are less likely to be blocked.
Third, and most important, your buyers are
people who will like and trust you. By turning off some people through frequent
e-mail, you will turn on others, who will like you a lot.
Frequency is a fantastic tool for effective
e-mails.
Now, about how hard it is to write these
e-mails. I suggest you dictate into a USB recording device. Or use a service
like zetadental.com.au that lets you dictate into your cell phone, then they
transcribe and e-mail for you. So easy!
In fact, you should write like you talk.
People will love you. Or they'll hate you and unsubscribe. Big deal. You want
to be polarizing so you get those rabid fans. And you can only do that by being
really, really you.
Dental patients see you as their friend (or
not). It's a relationship to them and to you. If they like you through your
e-mails, they will like you in person. And you will like them. The only way to
have this honest mutual like is for you to really project your personality. And
that means some people off will be turned off.
Take my articles. Some people hate them.
They think I am a big promoter and that I encourage doctors to oversell to
their patients. These folks hate selling. But other folks like my articles, and
they like doing business with me.
I polarize and that way I have passionate
customers. I also turn off some people, and they stay away, which is fine with
me.
Get it?
This leads to the third question: Do you
have to do this all yourself?
I have figured out a way for you to
subcontract the whole kit and caboodle, this matter of list building and e-mail
marketing and all. But you really should do it all yourself.
I'm going to put on a free webinar soon in
which I will share everything I know about advertising and e-mail marketing.
Then you really can do it yourself.
