During the recent recession a number of plastic surgeons began to realize a significant drop in new clients. Many cosmetic surgeries were put on hold as prospective clients focused on using what disposable income they had on other things. So, plastic surgeons around the country got creative and announced plastic surgery sales. Consider this advertisement from a plastic surgeon in North Carolina.
Board-Certified Plastic Surgeons Benson E. Timmons IV, M.D, F.A.C.S. and Eric T. Emerson, M.D. announced today that Southeastern Plastic Surgery, which serves patients in greater Charlotte, NC, will be holding its first annual summer sale from Thursday, July 21 to Friday, July 22, 2011 in their Gastonia office from 8 a.m. to 5 p.m. The public is invited to stop by to schedule a free consultation and explore the many options available at Southeastern Plastic Surgery.
Other medical professionals embraced the idea and announced plastic surgery sales that highlighted specific procedures like body contouring, breast augmentation, liposuction, and skin treatments. Such campaigns are perfect for internet marketing because a sale can highlight specific procedures and are easy to build keyword driven campaigns around.
Email Marketing Works
There is no disputing the fact that email lists are still the single most effective tool for internet marketing. Email advertising simply has the best Return on Investment of any inbound marketing campaign strategy. Email advertising works because it is:
- Provides extraordinary conversion rates
- Produces measurable and profitable returns based on the amount of time and effort required
For good email marketing to work, it is important to offer something of real value in every email. Otherwise, recipients may soon ask to be removed from your list or simply ignore you along with a host of other forgettable emails. That means it is important to measure your emails carefully and occasionally offer something of added value to keep followers interested.
This is why plastic surgery sales are a perfect subject of an effective email marketing strategy. Much of cosmetic surgery is seasonal and only you know what times of year requests for certain kinds of procedures begin to lag. A good idea is to come up with a calendar of email specials to run about every 2-3 months. It is always important to maintain a balance.
Steps to Building a Solid Email List
For plastic surgery sales to succeed in internet marketing there are two essentials you must have:
A Good Email List
You can give your email list a boost by purchasing lists of leads. These are emails addresses for people who have expressed an interest in the kinds of services you specialize in. Unfortunately, these can be quite expensive and must be renewed often. If people showed interest in some survey six months ago the odds are they have already found what they were looking for or have lost interest. There’s nothing worse than spending premium money for an email list and finding out half the addresses on it are no longer valid.
The better option is to take the time to build your own list. It will take longer for the list to develop but it also will have a much longer shelf life. Your own list will be made up of people who have opted-in on your web site and blog to receive emails. Each of these names is more valuable because they represent people who have already read something about you.
Some things that will keep this list growing while avoiding people opting-out later include:
- Targeted Auto Responders – Stay away from generic auto responders because they are the digital equivalent to a form letter. Design auto responders that are specific to fields checked when someone signs up to be on your list. The auto responder should include the person’s first name and something about what they showed interest in.
- Set up a Response Schedule – Have a 1, 3 and 7 day plan for following up on every person who opts-in to your mailing list. Don’t overwhelm them; just remind them that you actually noticed them.
A Clear and Concise Message
The most effective email advertising provides a clear and concise message to recipients. The first paragraph of any email advertisement is the most important. Stick to around four sentences at the most and provide a recognizable value upfront. If you are announcing a new procedure, don’t bury it half way down the page. Most people determine if they want to read the rest of what you have to say in that first paragraph.
Following these simple steps in your email campaign for plastic surgery sales and the benefits will be well worth the effort.