SUBJECT LINES MATTER Improve the Impact of Your Email Marketing
No. 2: Spark urgency. Customers are most likely to open an email within 24 hours of receiving it. After that, they will likely assume it’s irrelevant or forget about it. So, you
You spend valuable time and money on your email marketing, but your efforts will go to waste if your customers don’t open your messages. Your open rate is one of the most critical email metrics, and the single best way to improve yours is by writing compelling subject lines that make your customers want to click. So, how do you spark curiosity and stay out of the spam folder? A 2019 study by market research group Radicati found that the average person receives 96 emails daily, and your business is hardly the only one trying to convince them to buy something. Your customers will likely spend only seconds deciding whether to open your email, delete it, or report it as spam. You must capture their attention quickly and give them a reason to click. Writing the perfect subject line isn’t easy. What works for one industry or demographic may not work for another. But you should always try to follow three simple rules. No. 1: Keep it short. Email platforms will only display so many characters of your subject line before cutting it off. Therefore, a long subject line is inadvertently ensuring your message gets lost. Further, your customers quickly decide what they will open and discard. They’re more likely to delete your message if it seems confusing or complicated, so make it bite-size and easy to digest. Experts recommend you keep your subject lines to 60 characters or less.
want to use language that inspires them to read it immediately. At the same time, be careful of overusing all-caps and exclamation points; these are hallmark signs of spam, and your customers could mistake it as such. Further, if every email announces itself as your customer’s “last chance,” you’ll lose trust, and people will tune out. No. 3: Be specific. Research indicates that people are more likely to open personalized subject lines. So, when possible, address your customers directly with their name or the word “you.” Further, teasing information is risky and can leave people unmotivated to open the email and learn more. Provide details like the specific product or service on sale or how many hours or days an offer will last. For example, more people will find “Only 48 hours left in our sale” compelling than “Our sale ends soon.” Learning to craft effective headlines won’t happen overnight, so give yourself time and room to make mistakes. One of your best resources is A/B testing: You develop two subject lines, send them to different customers, and then compare their performance. You’ll find what drives your customers to click by monitoring your metrics and adapting your approach.
How Your Competition Can Send You New Patients TURN YOUR PHARMACY INTO A REFERRAL GENERATING MACHINE
You know better than anyone that independent pharmacies do more than chains. Unlike chains, independent pharmacies can compound custom medications or offer certain vaccines that many drugstores don’t. While you may know what makes your pharmacy awesome, many people don’t. So, how can you steer these patients in your direction? Well, you’ve got to start with chain pharmacies first.
When a major chain drugstore has to tell a patient they can’t fill their prescription, where do they recommend the patient go? Likely, they tell the patient to figure it out or just say the name of the closest pharmacy. But you can change that! Despite these chain pharmacies being your competition, you can work with them to lead more patients through your front doors. How? Bribe them! Okay, maybe not bribing in the traditional sense, but sweeten the deal with some sugary treats and make the referral as simple as possible. I recommend giving them coupon books with your pharmacy’s information so staff can easily share it with their patients. Leverage the inevitable opportunity of a patient needing a custom prescription and ensure your pharmacy becomes the standard referral location. Simply communicate with these non- compounding pharmacies and let them know you have easy-to-use coupon books
with information ready for them to share. Bring some sweet treats for the staff when you drop off the coupon book, and tell them that when they use the entire coupon book and need a new one, you’ll bring them lunch! You’d be surprised how easily free food persuades people. We recommend printing the coupons on brightly colored paper, and each coupon book should have about 20 tear-off sheets so the staff isn’t overwhelmed. This conservative number also allows you to stay in touch more often whenever they need a new coupon book. DiversifyRx offers countless templates, including one for referral coupon books! These bounce back coupon books are just one simple way to generate new patients with minimal effort. The chain drugstore does all the heavy lifting for you. Utilize our Canva coupon book template by scanning the QR code on this newsletter!
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