Wondering what a dental newsletter needs to yield a high return on a small investment of time? It’s easy with these 7 simple traits.
Your dental newsletter is one of the easiest ways to reach your current patient list. Marketing is a terrific tool to generate new business, but your efforts yield even greater rewards when you also nurture your current patients, too.
If you’re like most dentists – or even most business owners – you have some regular patients and an extensive list of patients who come in less than they should. When they get your dental newsletter in their email inbox, it’s a subtle reminder that they need a cleaning. And that’s before they even click on the email!
A newsletter gives you plenty of benefits, but to reap those rewards, you need a compelling product. Here is what the most effective newsletters have in common.
7 Dental newsletter traits that gets results
1. Great dental newsletters keep a regular schedule
Email newsletters work best when you send them on a regular schedule. Depending on your practice, that could be weekly, biweekly, or monthly. Whatever you decide, be sure to keep a schedule. That makes it easier for you to plan and ensures your newsletter doesn’t get relegated to the “maybe if there’s time” pile.
A schedule also makes it easier for you to plan so that your newsletter doesn’t get assigned to the “maybe if there’s time” pile.
2. Great dental newsletters are mobile responsive
There is a good chance that your patients will read your dental newsletter on their phone. Make sure they can by using a responsive newsletter template. Fortunately, this is easier than ever to find.
3. Great dental newsletters have subject lines that are open-worthy
If you want people to open your newsletter, you need more of a subject line than, “Acme dental newsletter.” Make it exciting or suspenseful. Something like, “The frightening link between cavities and heart disease” might offer more incentive to open your email.
On the same topic, your “from” line should also be specific. Use a recognizable name, such as the practice owner.
4. Great dental newsletters are easy to comprehend
Make your dental newsletter easy to read, easy to share, and easy to unsubscribe. Yes, you read that correctly.
Short paragraphs with lots of white space keep your newsletter easy to read. Prominent share buttons – to Facebook, Twitter, or email – let your readers spread the astounding information you sent them.
And unsubscribe? Yes. For one thing, it’s legally required. Another, more significant reason is that if your reader doesn’t want to get your email anymore, you want them to unsubscribe rather than flag your email as spam. Too many spam flags and your email won’t reach anyone.
5. Great dental newsletters keep it short
When your patients open your newsletter, they are giving you their time. Don’t take too much of it with a lengthy newsletter.
6. Great dental newsletters have content that is useful
Your dental newsletter is something you want your patients to enjoy. Fill it with helpful information and limit the self-promotion (although you should have a call to action – more on this in a moment). Here are three ideas for content:
- Education: A large part of dental care revolves around education. Your newsletter is a knowledgeable source of facts and tips. You can share the latest studies about oral health or even simple reminders to brush after every meal.
- Personalize your practice: Like any business, you work with some fascinating people. (It’s safe to assume that, right?) A good dental newsletter helps your patients feel more at home because they “know” the people behind the practice. You can mention volunteer work, introduce new hires, and share creative projects that you and your team engage in outside of the office.
- Share policy news: If you make changes to your practice, your patients need to know. Your dental newsletter is just the place for sharing any changes to hours, policies, and even big news, such as expanding your practice to a new location.
7. Great dental newsletters have actionable calls to action
If your newsletter is just for fun, then you are wasting money on it. Your newsletter can and probably should be fun, but you’re writing it so people will make appointments. Either in the middle or at the end (or even better, both!), be sure you have a call to action. It can be anything you want it to be:
Serious: “Don’t forget to make your next dental appointment today.”
Fun: “There is no tooth fairy. Schedule your appointment before your teeth fall out.”
Oh, and make the call to action a clickable link so your patients can easily do what you ask of them.
For a minimal investment in time, an effective dental newsletter can boost your patient retention rate and help your bottom line. They help you build your community and offer you the opportunity to connect with your patients whom you don’t otherwise see very often.
Does your dental practice send out a newsletter? Please share your experiences with us in the comments.