A Guide to Creating a Successful Chiropractic Newsletter
Do you want to improve your open rates on email sends? Email newsletters provide valuable information to your patients and increase engagement among your subscribers. Creating a monthly chiropractic newsletter can keep your practice at the forefront of your patients’ minds with updates about your business while also providing educational resources about staying healthy.
You can improve the retention at your practice in addition to nurturing the relationships you have with existing patients by sending a monthly newsletter, and we’re here to tell you how to level up your email marketing efforts.
12 Ways to Create an Engaging Chiropractic Newsletter
When you write useful content that can help readers relieve chronic pain or improve their overall quality of life through health and wellness tips, they’ll be more likely to open emails from your practice. They can apply the information you give them to their daily lives and make a change for the better. Follow our chiropractic marketing guide to help you develop a trusting, loyal relationship with your patients.
First, while adding a blog post to your website is a good first step we recommend that your chiropractic practice create weekly email newsletters. Your chiropractic email newsletters can be used to support email open rates, engage your patients, and support your overall online marketing goals.
1. Have a Professional Send Name
Think of your email address as a first impression for subscribers. If someone has just signed up to receive newsletter emails from your practice, you want them to be able to trust that they are not opening an email that may be spam or a virus.
That’s why choosing a professional email address that is relevant to your practice is so important. Recipients respond better and are more likely to open emails from someone with a trustworthy sender name.
For example, if your name is Christopher Bates and the name of your practice is Bates Chiropractic Center, you should aim to have your email address be something simple and relatable, like “[email protected].” This is an example of a professional email address if you have a Google account.
But, if you choose to have a domain-based email address, this is an even better option to help prospects associate your email address with your practice name because it creates brand consistency. Whatever the domain name is for your practice’s site, you can create an email with that website host. Now, instead of having to use [email protected], you can have something along the lines of [email protected].
2. Capture Reader Attention with a Strong and Compelling Subject Line
The second someone receives your email, you want them to be interested enough to click and open it. It is estimated that the average office worker receives 121 emails per day. That is a lot of emails, which means that your email can easily get lost in someone’s inbox.
But, if you have a strong subject line, as they’re scrolling through their mailbox, they’ll be compelled to open versus the other emails that you are competing against.
Keep it short and sweet but also interesting to stand out from the crowd and increase your open and click-through rates. Your email subject line should encapsulate your message. Remember, email subject lines are a chance to have some fun too, like incorporating emojis.
Here is a short list of subject line ideas:
- This Week’s Top Stories You Can’t Miss!
- Your Monthly Round-Up: News, Tips, and More
- Stay Informed: Latest Updates Inside
- What’s New? Discover the Latest Trends
- Your Guide to This Month’s Must-Know New Patients
- How to Relieve Pain After a Car Accident
3. Understand Your Newsletter Audience
When mounting email marketing campaigns, you should consider who your chiropractic practice is catering to. Are you sending messages on back pain relief to new patients? Are you sending emails for patient retention?
Your newsletter should be tailored to its target audience. If you’re sending a chiropractic email to former patients, you should indicate that you’re talking to people who’ve been to your practice for joint pain or something.
Likewise, if you’re emailing potential patients, your newsletter should be tailored to new patients. You shouldn’t send the e-mails to everyone on your chiropractic email list.
4. Make Your Newsletter Readable
This may seem obvious, but some businesses struggle to make their content readable and easy to digest for their readers. Knowing your target audience is essential to this portion of newsletter creation because once you understand who your content is geared towards, you’ll know the best way to approach it.
Your chiropractic newsletter addresses your patients, not other doctors. Remember this to avoid medical jargon or using terms or phrases that your audience may not be familiar with.
For example, if you’re writing about spinal manipulation in your newsletter, explain the concept in the text as you would to someone in person and really want them to understand the process and its benefits for your health.
The average person’s attention span is short, so be brief, yet educational and get your point across sooner rather than later. The way that you break up the text within your newsletter is also important. Smaller paragraphs are easier to read compared to large chunks of text. Following this structure will make reading your content easier and overall more enjoyable.
5. Use Engaging Graphics
Who doesn’t love looking at beautiful images? Including graphics can make your content more aesthetically pleasing and simple to get through for readers. Images can invoke emotions in us that we didn’t even know were possible. They bring your words to life right on the page and capture the reader’s attention enough to keep them scrolling until the end. Your graphics should support the copy in your newsletter so make sure they align with the text.
6. Make it Shareable and Printable
One of the most important rules to remember about content creation is to COPE. The acronym COPE stands for create once publish everywhere.
You and your staff have worked hard to create this useful piece of content for your patients, and you want people to consume it and relish its teachings. Share the link to your newsletter on your practice’s website and all your social media accounts—Facebook, Instagram, LinkedIn, and Twitter.
The newsletter should be accessible from more than one medium so it can be read far and wide by existing patients and reach potential ones as well.
7. Teach, Inform, or Entertain
Before you begin drafting the copy for your monthly newsletter, think about what you want to accomplish by sending it to your patients. Are you trying to teach them something that they can implement in their lives? Do you want to entertain them with original content that shows your personality? Or is it purely informational?
Think of it as storytelling. What do you want patients to get out of reading your newsletter? Once you’ve determined your objective, you can get started on creating quality content.
8. Focus on Offering Value
What can your audience gain from reading an e-mail about your latest blog post or campaign? Every e-mail should serve a purpose and offer value to recipients.
There must be something the audience can benefit from your e-mail. Whether it’s a special discount or helpful information, your e-mail should focus on offering some sort of value to its recipient.
For example, if you’re greeting someone with a happy birthday, you should offer them a special birthday discount to drive them to visit your clinic. In short, your audience should get something in return for opening your email.
9. Make the Newsletter Accessible Through Mobile
People are checking their phones constantly throughout the day, so it only makes sense that your newsletter be accessible through mobile devices. In fact, 47 percent of people use a mobile application for checking their email. So, if your newsletter is not optimized for mobile devices, you’re excluding a large portion of email subscribers from ever seeing your content.
10. Always Include a Call-to-Action
We cannot stress this enough when we say a call-to-action (CTA) must be included in all your newsletters or any content you send via email to your patients. Your content most likely will be full of ways that chiropractic care can help improve a patient’s health, and this can interest them in finding out more about treatments that you have available so they will book an appointment.
You decide what type of CTA you want to include in your newsletter, whether it directs them to your homepage, appointment request page, etc, but just be sure to encourage them to take some type of action after they read your content.
Newsletters are a form of digital marketing, and the point of marketing is to attract your target audience using different techniques that deliver results for your practice. To get results and generate more patients, you need to create a sense of urgency.
The CTA should stand out from the rest of the text. You can accomplish this using:
- Bolded letters
- Buttons
- Bright colors
When you send emails to your email list, remember one of your main goals should be to also cause more traffic to your site. After all, your site is the main way for prospects to book an appointment or shop in an online store that contributes to your revenue. So try to incorporate some buttons that support this type of action.
11. Keep it Short
When sending emails about chiropractic care, keep it short and sweet. While it’s vital to share as much pertinent information as possible, you shouldn’t bore your patients with thousands of words. If it’s possible to trim your email copy while retaining its core message, you should do so.
Your audience receives plenty of emails daily, and you risk turning them off by being too wordy. If you can, use a visual aid like an infographic, photo, or video to help get your point across. When sending emails, less is more. You can lead your reader to your website, where you can expound further. This is also a stellar opportunity to drive more people to visit your website.
12. Automate the Process
Automating your monthly email sends will take a load off of your office manager’s plate, or whichever member of your staff is managing your email list. The benefits of automating the process include:
- Increasing brand awareness
- Saving time that you can use to complete other tasks
- Reducing costs
- Improving your targeting and segmentation
- Limiting errors
- Keeping current patients interested in your practice
Chiropractic Newsletter Ideas
Now that you know the steps to creating a successful chiropractic newsletter, here are some ideas to help you get started:
- Events your practice is holding
- Webinars
- New partnerships
- Community service initiatives
- Patient testimonials
- Blog posts
- Infographics
- Surveys or polls
- Your practice’s story
- Deals or discounts
- Product updates
- Guest posts
- Videos
- Monthly tips
- Patient feedback
- Recent studies relevant to your industry
- Any milestones your business has made
- Highlighting recent accomplishments or awards
- Any changes in your practice that patients should be aware of
- Health and wellness tips (chronic pain, conditions, dietary habits, exercising)
The Benefits of Newsletters
As a chiropractor, sending monthly newsletters can help build a strong relationship between you and your patients while increasing the trust between you two. A well-crafted newsletter that provides quality content can show great results for your practice.
Grow your practice with a chiropractic website with email marketing with help from us by calling 800.792.8384 or click here to discover our digital marketing solutions.
