Establish a Centralized Hub for Customer Data
It should come as no surprise that the more personalized a message is, the more likely a customer is to respond to it.
But how do practices accomplish this exactly?
This is where the groundwork comes in. To set yourself up with a communication strategy that resonates with your audience, you first need to know your audience.
Smarter Email Segmentation
Before you can use personalization in your marketing and communication emails, you’ll need to gather relevant data about your leads and patients. Basic demographic information like the following can help you get started with segmenting your audience and creating content based around specific personas.
Going even further and obtaining information like procedure of interest or problems the individual wants solved will allow you to add a whole new level of personalization, making your emails significantly more impactful.
Improving Results with Segmentation and Smaller Lists
For many practices, their communication strategy consists of sending out a newsletter or special offer email to their entire list once a month. Unfortunately, this process of distributing messages that are identical for each person to a large list can put you at risk of “bulking”.
Some ISPs (Internet Service Providers) will penalize email marketers for trying to contact too many people at once. This can result in many of your emails going straight to the recipient’s junk folder, or not being delivered at all.
Fortunately, segmentation presents a simple solution to bulking issues. Sending more targeted emails to smaller lists not only minimizes the risk of being penalized for bulking, but according to MailChimp, segmented emails on average outperform non-segmented emails by the following:
- Opens: 14.3% higher
- Clicks: 85.7% higher
- Abuse Reports: 6% lower
- Unsubscribes: 9.9% lower
Putting the Data into Action
Setting up targeted messages that are tailored to an individual’s needs and interests makes them feel known and appreciated. It signals to the prospect that you actually pay attention to the needs of your patients, and that your practice is specialized and knowledgeable in their areas of concern.
This level of confidence and trust can be facilitated simply by taking the time to set up a CRM system that captures this pertinent information. Platforms like MyMedLeads not only capture this data, but connect it directly to your email marketing, allowing you to set up unlimited campaigns based on procedure of interest and other targeted information.