Each month, I get a variety of newsletters sent to my email inbox. They include one from a garden club, one from my mortgage broker and one from an employment agency that I use periodically in our medical practice. I read them all on a regular basis but not for the reasons you might think.
Yes, each of them contains relevant information about gardening, bank loan percentage rates or available candidates for hire. However, what keeps me interested is that they don’t just talk about those things. They include the latest events around town, a weekly forecast, recipes and even a joke of the day. I probably wouldn’t even remember my mortgage broker’s name 6 years later if it weren’t for this newsletter that keeps her in front of me in a non-threatening way.
E-news can do this for your practice as well. Each month you can choose a theme that you’ll focus on in your newsletter and then add some interesting “filler” information.
For example, one month you can list the cash goods and services you offer:
- Laser treatments
- Nutraceuticals
- Lotions
- Orthotics
- Contact lenses
- Cosmetic procedures
These can be supplemented by related articles about exposure to the summer sign after treatments, long term benefits of supplements and wearing contacts vs. glasses.
You can include office hours, optimal times during the day to make appointments, new insurances you’re accepting, articles of interest and even the best time to call. Be sure to post any articles you’ve personally written as well.
A unique feature of e-news is that it can be forwarded. If your reader finds your content interesting, they may forward it to their friends which in turn channels traffic to your website and consequentially, to your practice.
Visitors to your website can also sign up for web feeds. You may have seen this on sites before and wondered what it is. It’s a feed icon and by clicking it, readers can subscribe to your newsletter or website and have any updates delivered directly to their email.
There are no set rules for how an e-newsletter should be structured so once you find a template you like, it’s easy to just cut and paste your information each month for instant marketing at virtually no cost to you.
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