Harnessing the Power of Email Marketing

I know what you are probably thinking: ‘I get a ton of spam email every week. And I don’t read any of it!’

To which I say, ‘I share your pain!’

But in this discussion, we aren’t talking about THAT kind of email marketing. Instead, I want to show you how to use email to connect with people who’ve explicitly opted in to your email list and are ‘warm’ to the possibility of learning more about what you can offer them.

The author Seth Godin called it “permission marketing”.¹ This is a different approach that emphasises building a relationship with customers through mutual consent and delivering value, leading to more effective and respectful marketing strategies.

UNDERSTANDING THE VALUE OF EMAIL MARKETING

Email marketing empowers optometrists to send highly targeted messages. Opt-in forms can allow people to self-select what kind of content they prefer to get from you. For example, you can give subscribers the ability to choose whether they want more information about orthokeratology (OK) for adults, or OK for myopia control in children. According to one study, 64% of unsubscribers leave mailing lists because they said they did not find the content relevant.2 So leverage this ability to segment audiences and serve them up what they want to read.

Email marketing in optometry promises a high return on investment, with an average return of AU$36 for every $1 invested.3 The cost of maintaining an email marketing account is negligible, meaning that the financial return only has an upside, especially once you have built up your recipient list.

Unlike paid ad campaigns or social media, where you are at the whims of third-party giants like Google and Meta, an email list gives you direct access to your potential new patients. You are no longer at the mercy of the dreaded algorithm. This autonomy is crucial. I’ve personally heard too many horror stories of advertising accounts being suspended for opaque reasons. Think of your email marketing list as insurance against surprises.

Also, keep in mind that as ubiquitous as it might seem, not everyone is active on Facebook or Instagram. Out of 25.3 million internet users in Australia, at least four million are not active on social media.4 So if you are heavily relying on Meta platforms to build your optometry brand, you are immediately missing out on a lot of people.

Another comparative drawback of social media advertising is that it requires constant attention. Email marketing on the other hand, requires far less time commitment. Once your email opt-in forms are set up and your autoresponders created, it becomes marketing on autopilot. At the most, all you need to do is send out campaign newsletters once in a while, when you have something you want to share.

EMAIL TACTICS AND STRATEGY FOR OPTOMETRISTS

How do you ensure your emails stand out in a crowded inbox? A critical element of your email is the subject line. It needs to be compelling enough to prompt a click, otherwise all your other hard work is wasted.

Don’t shy away from using emojis; they serve as a pattern interrupt in a monotonous inbox. However, limit the subject line to no more than 60 characters and nine words to ensure it’s punchy, and fully visible on mobile devices.

Experiment with different approaches to the main body of your email:

• Plain text can be used to convey simple messages in an informal format,
• Rich visual content like photos and infographics can work best in other cases,
• Anonymised case studies build trust and credibility, and
• Surveys and quizzes can drive engagement.

Keep your sentences brief. And even though it will make your high school English teacher cry, try to make each sentence a new paragraph. It does wonders for readability.

Remember, the tone of your emails should be conversational yet professional and in the first-person voice. Imagine you are writing to a friend or relative who doesn’t have a medical background. This should ensure your writing style comes across as approachable and relatable without losing the professional edge that instils confidence in your expertise.

Take every opportunity to use ‘story telling’. Remember how your attention picked up when you first heard ‘once upon a time…’ or ‘a long time ago, in a galaxy far, far away…’ ? As human beings, we all love a good narrative.

Consider seasonal promotions. Timing campaigns around back-to-school eye exams or pre-sports season checks can capture relevant patient interest at just the right moment.

Reminders about health insurance expiry dates, particularly as many plans reset on 31 December, ensure existing and potential patients maximise their benefits and don’t miss out on necessary care.

Try to strike a balance between emails that are purely promotional and those that serve up educational content. Spotlight new products like myopia control lenses or OK contact lenses, but intersperse those emails with lifestyle tips for how patients can take better care of their eyesight.

Finally, every email should direct the recipient towards an action. Whether it’s visiting a service page on your website or reading a detailed blog post, a clear and benefit-rich call to action is essential. This ensures that each email not only informs but also moves patients closer along the journey to engaging more deeply with your eye care practice.

AUTOMATED CAMPAIGN SEQUENCES

How can automated campaign sequences put your eye care practice marketing on ‘autopilot’?

Start with a ‘lead magnet’, for example a downloadable document titled ‘Seven things about myopia you need to know’. Your aim is to effectively capture interest and begin a relationship.

After someone subscribes, follow up with a series of timed autoresponders that build up those essential ‘know, like, and trust’ factors (also known as ‘nurturing’ your leads).

The ‘Permission Sandwich’ sequence, pioneered by Dana Malstaff,5 typically unfolds over several emails:

• Empathy: The first email assures recipients that you are attuned to their concerns, setting a comforting tone.
• Clout: The next establishes your authority by sharing case study insights and demonstrating your expertise in optometry.
• Training: This email busts common myths, fills a knowledge gap or provides practical advice e.g. ‘Common signs your child might need an eye exam’.
• Recommendation: Suggest products or services that you know your email recipients will enjoy, enhancing trust through your endorsements.
• Ask: The critical ‘ask’ email invites them to make an appointment, clearly stating the services you provide and benefits you can offer.
• Feedback: Finally, gauge the recipients’ response by asking for their thoughts on the information shared. You can do this through a survey link or embedded in the email.

All of the paid email marketing platforms have functionality built in that easily allows you to set up sequences such as this based on ‘triggers’ (for example, when an email is opened) or based on a schedule (for example, each email in sequences goes out three days after the preceding one).

LEVERAGING ANALYTICS TO REFINE YOUR APPROACH

When you are able to interpret how your emails perform through analytics, you’ll be able to refine your strategy and achieve better marketing outcomes. By examining metrics such as open rates, click-through rates, and the rate of unsubscribes, you gain insight into what resonates with your audience and what doesn’t.

A/B testing plays a crucial role here. A/B testing is a way to compare two versions of something to figure out which performs better. By testing different content formats, subject lines, and sending times, you can iteratively discover the most effective approaches. For example, does a subject line with a question perform better than a straightforward announcement? Does sending in the evening increase engagement compared to morning sends?

A common mistake is bombarding patients with too many emails or, conversely, sending them too infrequently. Your analytics will help you achieve a balanced frequency that maintains ‘top-of-mind’ presence without overwhelming inboxes.

Data-driven adjustments, although sometimes subtle, can drastically improve the performance of your email campaigns over time, enhancing both reach and impact.

EMAIL MARKETING RULES AND REGULATIONS

Optometry practices, big and small, need to be aware of various rules, conditions, and best practices before using email marketing strategies.

The Spam Act 2003

This Australian legislation sets the rules for commercial electronic messages, including emails. Key compliance aspects include:

• Consent: Ensure you have permission from recipients before sending commercial emails.
• Identification: Clearly identify the sender with accurate information, including a valid physical address and contact details.
• Unsubscribe option: Provide a clear and functional unsubscribe mechanism.
• Content standards: Avoid misleading or deceptive subject lines and content; ensure information is truthful and transparent.

Privacy Legislation

Under the Australian Privacy Act (1988) and Australian Privacy Principles (APP 7), health service providers must obtain express permission before using patient information for direct marketing purposes due to the sensitive nature of health data and the greater privacy implications involved in handling such information.

Email Platform Terms and Conditions

Almost all email marketing platforms, such as MailerLite, Mailchimp, and Campaign Monitor, explicitly state that one of the conditions for using their service is that it is only used to send email to recipients who have consented to it. Consent to receive advertisements through email has to be given separately. The recipient must either click/ mark a box or otherwise give a comparatively clear declaration of consent to receive advertisements via email.

TECHNICAL PITFALLS

Emailing recipients who haven’t expressly given permission can lead to your emails being marked as spam. This could cause your domain to be flagged as ‘toxic’ and even routine emails, like appointment confirmations, could automatically end up in spam folders.

BEST PRACTICE

Always obtain clear opt-ins from recipients before including them in an email marketing campaign. Express consent can be obtained via written forms, website checkboxes, phone calls, or face-to-face interactions. Keep detailed records to prove consent, including how and when it was obtained. Uploading a database of existing patient email addresses without their express consent is a bad idea for all the reasons given above. Note: This is not legal advice. Talk to your lawyer if in doubt.

CONCLUSION

As a digital marketer, I’ve come to appreciate the power of email communication; not just for promotions but as a vital tool for patient education about important eye care topics.

Email allows you to connect personally and regularly, sharing valuable health insights and updates that truly resonate with your subscribers.

By carefully crafting each message, from subject lines to the call to action, and integrating these with your broader digital marketing strategy, you can position yourself as the local community eye care expert and encourage more consistent patient engagement. This strategic approach significantly boosts patient visits and practice growth.

Paul Sallaway is the founder and web strategist behind Optics Digital.

For a free consultation to explain the opportunities that email marketing presents for your optometry business, visit: opticsdigital.net.

References

1. Godwin, S., Permission marketing, Seth’s Blog. Available at: seths.blog/2008/01/permission-mark/ [accessed June 2024].
2. Hodgekiss, R., Why are you leaving me? Learnings from an unsubscribed exit survey, Campaign Monitor, May 2019, available at: campaignmonitor.com/blog/email-marketing/ find-out-reasons-for-unsubscribing-with-a-quick-exit-survey [accessed June 2024].
3. Litmus, The ROI of email marketing (webpage) available at: litmus.com/blog/infographic-the-roi-of-email-marketing [accessed June 2024].
4. Digital 2023 Australia: One in three Australians use social networks for brand research. 9 February 2023 available at: wearesocial.com/au/blog/2023/02/digital-2023-australia- 1-in-3-australians-use-social-networks-for-brand-research [accessed June 2024].
5. Malstaff, D., The permission sandwich formula: How to write emails that actually get you sales, The BossMom Podcast, available at: boss-mom.com/conversion-emails/ [accessed June 2024].