A good way to kick start your email marketing is to prepare and send an Email Blast. Think of a blast like the old fashioned mass mail out in a digital form but with some notable advantages. By sending an email blast, you can contact thousands of potential clients all at once and receive back more immediate responses than by most other marketing campaigns.
While an email blast has distinct advantages over mass mailings it can have some of the same potential pitfalls. Poorly targeted or weak email lists will only waste your time and can potentially create ill-will among those in your intended audience.
Why Send a Blast
With an email blast, you can tailor your message to address multiple groups as part of the same mailing. This way you can send a different message to prospective clients than to your existing patient base. You can also test different subject lines and promotional offers to verify which produce the best results. Some plastic surgeons do several blasts over successive weeks with different criteria to fine tune what will give consistent proven results in the future.
Wasted Time – Wasted Resources
You can’t just purchase a large list of email addresses and automatically expect to get great results. The single biggest hurdle any good email blast must overcome to succeed will always be spam. Here are a few things you can do to avoid wasting your time and money on a mountain of rejected and bounced emails.
- Purchase quality email lists from mailing list brokers. These services have already done the leg work to compile lists of people who have expressed interest in the service you offer.
- Be sure an provide a way for visitors to your blog and web site to opt-in to receive email from you. It is important to remember that a clear method must also be provided for those people to opt-out later if they wish. It is your responsibility to remove them from your list as soon as possible or be in danger of violating the CAN-SPAM Act.
- Avoid subject line buzzwords that can trigger spam filters. Words like “free” and “last day to act” can get you bumped into a potential client’s spam folder before they ever have a chance to see what you are all about.
- Be sure the URL you link to matches the domain of the email address you’re sending from. Because many phishing emails send unsuspecting users to malicious sites, readers want to know where information is coming from.
Don’t Forget to Give Them A Reason to Respond
Always incorporate a definite call to action in your message: a link to your web site, a “request more information” button, a special offer, a coupon. It is better to give readers one clear thing to do rather than overwhelm them with information in a lengthy message. Your window of opportunity is brief when it comes to email. Keep it short and to the point with no more than two or three links for the reader to click.