PLANNING We use the 2023 Marketing Calendar to map out topics and content that are planned on a monthly basis, as well as to track the results of the newsletters on a quarterly basis. • Newsletter topics and custom content are planned out during our monthly meetings. • The project’s design, editing and printing (as needed) are managed by Melissa’s team, and the digital version of the newsletter (once the artwork is approved) is posted online and emailed out by Kris’s team through Engage. • Our copywriting team creates the main articles, secondary content, and any seasonal content for the newsletter each month. • Our design team creates the custom design each month, which is posted on Basecamp for review. STRATEGY Recently, we have updated the layout and template of the digital version of the newsletter to improve engagement and trackable leads. These changes include: • Changed the CTA buttons to red from previous yellow color for a bit more pop of color to draw the eye in more • Added clickable location links in the footer of the email blast that direct readers to each locations’ booking page • Added clickable phone numbers that, when touched on a mobile device, will call each location’s tracking number • Added more custom photos from the clinic each month to replace stock photos, to improve engagement with past patients • Focused on broader condition-based topics like back pain to cast a wider net and reach a larger audience Our upcoming initiative: we plan to transition from tracking the number of unique clicks on the appointment request links to monitoring the number of submissions from a unique newsletter-specific appointment request form. This shift will provide us with a more precise number of leads generated from the newsletter. It will also give you a clearer understanding of your newsletter return on investment.
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