Using Email Newsletters to Market Telehealth
The longer we’re dealing with the coronavirus pandemic, the more it’s starting to look like this is going to be a tipping point for teletherapy in our country.
A Sykes survey recently showed that two-thirds of people reported that COVID-19 has increased their willingness to try telehealth. And with more of our population becoming accustomed to using technology in essentially every part of our daily lives, it sure does seem like this “temporary” shift is going to stick.
We might as well face the fact that holding online therapy sessions could be the new normal and that means, if you want to be ahead of the curve, you should be marketing your practice for this service now.
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Over the last few weeks, we’ve covered the best ways to promote telehealth on your private practice website, how to promote telehealth through your directory listings, and how to use social media to promote telehealth.
This week, we’re going to talk about how to use email newsletters to market your telehealth services and get more clients booking online sessions.
Why Your Marketing Strategy Should Include Newsletters
Email newsletters are one of the most cost-effective marketing tools private practices can use. According to a Campaign Monitor report, email marketing yields an estimated 4400% ROI – that’s a $44 return for every $1 spent.
With the right newsletter tool, email marketing is simple to do, and it will allow you to establish a direct connection with both current and potential new clients.
So, now the real question is, why wouldn’t you want to include this in your marketing strategy?
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Email Newsletter Tools to Look At
There are so many options out there that you can use to create your email newsletters – each with their own pros and cons.
Here are some of the most important features to look for when you’re deciding which one to use for your own newsletters:
- Easy-to-use newsletter builder and/or pre-made templates
- Email automation to easily send personalized bulk emails
- Easy-to-manage contact lists and/or groups
- Performance tracking
With those features in mind, let’s look at a few popular email newsletter tool options.
Option #1: SendinBlue
SendinBlue is known to be one of the easiest platforms to use for managing email newsletters. Their simple drag-and-drop tools are perfect for those who aren’t quite as tech-savvy.
They offer a pretty generous free plan that allows you to send up to 300 emails a day. Paid plans start at $25 a month (for up to 40,000 emails) and go up from there depending on how many emails you need to send per month. In addition to the standard monthly plans, they also offer pay-as-you-go plans.
All of their plans – including the free one – allow for an unlimited number of people in your contact list(s). You’ll also have access to marketing automation and phone support for the first 60 days.
To learn more about SendinBlue, click here.
Option #2: AWeber
AWeber is one of the oldest email marketing platforms out there and also known for being very easy to get started.
Once you’ve created an account, you’ll have access to pre-made email templates, tools to help you manage your contact list, and performance insights so you know which newsletters are performing better than others.
They also have a ton of free tutorials to walk you through anything you’re having trouble with, as well as support via live chat, email or phone.
You can get started with a 30-day free trial. After that, their pricing starts at $19 a month (for up to 500 contacts) and goes up from there depending on how many people are in your contact list(s).
To learn more about AWeber, click here.
Option #3: ConvertKit
ConvertKit is a particularly popular choice for anyone who also maintains an active blog on their private practice website with their goal being “to make email easier and more robust for professional bloggers like you.”
In addition to having access to pre-made templates for email newsletters and landing pages, you’ll also be able to organize your contact list with group tags so that you can create more targeted email campaigns.
They offer support via email as well as access to their extensive knowledgebase full of great learning materials.
You can try them out for the first 14 days completely free. After the free trial period, they offer a pretty generous free plan for those with less than 1,000 contacts. Paid plans start at $29 a month and increase depending on the number of people in your contact list(s).
To learn more about ConvertKit, click here.
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What to Write in Your Newsletter
Email newsletters can be used for many reasons including welcoming new clients to your practice, sharing important news, and providing educational value.
Now, more than ever, it’s important to fill your newsletters with content that is really going to resonate with your ideal client. Encourage them to take care of themselves (while still practicing social distancing) and explain ways to do this. Maybe it’s a blog post you’ve written about staying active during COVID-19. Maybe it’s a list of mindfulness exercises you recommend or a review of your favorite mental health app.
Everyone is on edge right now to some extent, so your newsletters can’t just be an announcement about your new telehealth service. Rather you should be showing empathy for what they’re experiencing right now, tell them how you’re willing to help, explain the benefits of virtual therapy, then suggesting they schedule a telehealth session with you if they’re looking for help.
Be in constant communication with your current appointments whether they’re in the coming week or anytime in the coming month. At the very least, make sure you’re sending a 1-day reminder email to all of tomorrow’s appointments every single day.
This is a huge shift in your practice. If it takes a little overcommunication during this time to stay afloat, so be it.
For more help getting started, check out our 8 Simple Steps To Starting Your Private Practice Newsletter Today article.
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