Healthcare Email Marketing: 5 Strategies for Hospitals

With email marketing, you can easily reach your current and future patients — and at a fraction of the cost that you might spend on other marketing channels, online or otherwise.

Call 888-601-5359 to speak with a strategist about how WebFX can improve your email marketing strategy, or keep reading to learn why email is so beneficial for hospitals and other healthcare practices.

5 actionable hospital email marketing strategies

Today, creating a successful email marketing campaign requires more than just collecting patient email addresses and sending them sporadic updates. The following strategies will help you effectively use email marketing for your hospital.

1. Provide online registration for your hospital’s emails

One of the best ways to gain email addresses for your contact list is to provide a signup form on your website.  Make sure that it’s easy to complete with as few fields as possible, so that it doesn’t take your visitors a long time to fill out. This is a great start to any healthcare email marketing strategy.

You can also allow visitors to sign up for different types of emails in these forms, like your monthly newsletter, hospital updates, or information about any events you may be hosting.

2. Offer something in return

When you ask patients to fill out an email form, be sure to offer something in return.

Most patients like to know that they aren’t handing over their contact information for nothing, so be sure to mention what your emails include, whether that’s free guides about preventative care, or simply a monthly healthcare email newsletter.

3. Personalize your hospital’s email marketing messages

Sending senior citizens emails about pediatric care can be a waste of time for both parties involved.

To avoid this, segment your email list into different groups and personalize your content accordingly.

For example, if you’re sending a batch of emails to senior citizens, mention the new pneumonia vaccine and how it could keep them healthy. If you’re sending emails to middle-aged adults with families, consider sending information about how they can prevent their children from catching the flu.

Every bit of personalization helps your potential clients understand that you care about their well-being, and will make them more comfortable trusting your hospital with their healthcare needs.

4. A/B test your messages

If you want the best results from your hospital’s email marketing campaign, you should A/B test your email content.

You could start by A/B testing the subject line to see what promotes the highest open rate.

For example, you could test whether a subject line in the form of a question has a higher open rate than one that is a statement.

You could A/B test numerous email elements, such as number of images, inclusion of links or different headings.

Then, you can ensure that all of your emails have the best open rate possible.

5. Set a schedule for your hospital’s emails

When you set a schedule for your healthcare email campaigns, you become reliable to potential clients because they’ll always know when they’ll be receiving new information from you.

It’s also important to set a schedule so that you don’t send too many emails per month. Decide on a consistent time to send each of your emails—which should typically be biweekly or monthly.

When your emails are consistent, you can be sure that you’re in your patients’ inboxes on a regular basis – but not enough to annoy them.

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Why does your hospital need email marketing?

You may be wondering why you should start a healthcare email marketing campaign instead of using another marketing channel.

Other marketing strategies work great in conjunction with email marketing, but nothing allows you to target your audience quite like emails, especially when 39 percent of Americans check their emails one to three times per day.

Emails are the perfect way to target your perfect audience, because recipients have already given you their contact information, meaning they’re interested in hearing from your hospital.

Not to mention, it’s one of the most cost-effective marketing channels available today.

Want to speak with an expert? Call us at 888-601-5359

Are you ready to start email marketing for your hospital?

If you think an email marketing campaign is what your hospital needs, WebFX can help. We know the healthcare industry, and we know how to use email to effectively build relationships with patients.

Our email marketers have years of experience creating successful campaigns, and will work with you to create a custom strategy for your hospital. Call today for a free quote!

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