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Private Practice Marketing: Email Marketing For Your Launch

This week in the Marketing Momentum Mastermind, we talked all about sales funnels. We touched base on the buyer’s journey, crafting a compelling sales funnel and how to measure the effectiveness of your sales funnel. One of the biggest proponents of a sales funnel is nurturing warmed leads – to do so, you might consider an email marketing nurture sequence. This inspired today’s private practice marketing tip on how to effectively use email marketing to sell your next launch.

In this blog post, we dive into the art of email marketing—a dynamic tool that can be a game-changer in filling your group coaching program with eager participants. Join us as we unlock the strategies, insights, and proven tactics that will not only build a robust email list but also craft compelling campaigns that resonate with your audience, turning leads into devoted participants.

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Private Practice Marketing Unveiled: The Strategic Role of Email Campaigns

Email marketing is just one of the many funnels within your marketing strategy. You can also tap into social media: Instagram, Pinterest, LinkedIn or blogging. However, in the past few years, email marketing has slowly gained traction with businesses because it’s a different way to tap into cold leads.

Here are many reasons why you might tap into email marketing, so let’s outline them below:

  1. Making announcements or sharing news. Often times, your email list is the area where you can communicate to your community in a more intimate way. During our weekly newsletter, The Friday Edit, we like to make announcements on our latest launches and share personal news or professional accomplishments of our team.
  2. Building trust & credibility. Because email marketing is much more intimate than social media, this can be an area where you build trust and credibility with your audience. To do this, you can share super exclusive content that you can’t get anywhere else. Thus, there’s a major benefit to being on your email list.
  3. Selling or promotion. Your email list is a great way to actually sell into your product or services! Most of the time, people expect to be sold to in their inbox. It’s totally normal!

As you expand your private practice, think of email marketing as just another pool of individuals you can tap into. It doesn’t have to be salesy where you are sending an email once a day – pick a quantity (maybe once a month) and really dive into making it great.

Building Your List: Strategic Steps in Private Practice Marketing

How to Segment Your Email List

As you begin to grow and expand your email list, you might want to consider segmenting your email list to target specific audiences. Most of the time, you can begin segmenting your audience based on different opt-ins. Let’s walk through the example of our own studio.

At Chloe Creative, we have multiple opt-ins or “freebies” – each of them target a specific subset audience. Here’s ours outlined:

  • Branding and SEO audits: Targets individuals who have an existing website and want more concrete feedback on their website in regards to their existing SEO strategy and website design.
  • ConvertKit freebie: This freebie explains setting up ConvertKit and how to use it to market your freebie. Targets individuals who need support with only ConvertKit.
  • Instagram Brand Workbook: Targets individuals who have just had a professional branding done and need support on Instagram for how to use their new assets.
  • And more!

Because each of these target different individuals, the moment someone opts-in to a form for these freebies, they are tagged within Flodesk (our email marketing platform of choice) to associate them with how they signed up.

And yes, you can be tagged with multiple segments!

Why Segmenting Is So Important to Selling in Private Practice Marketing

What this does is enable you to speak to a certain audience: i.e. those who have signed up for my Instagram Brand Workbook will get a targeted nurture sequence about the importance of branding and how to effectively use their brand assets for their private practice. They will not be getting the same content as someone who wants to learn more about their SEO strategy.

When your email list gets bigger and bigger, you might need to alter your segments and begin adding tags or changes in sequences. This is why email marketing is so cool – it’s able to adapt with you!

Compelling Content Creation: Crafting Persuasive Emails for Private Practice Marketing Success

How to Write Compelling Emails

Writing emails that are persuasive isn’t as easy as texting your best friend – there’s a strategy and an art of marketing that goes into writing emails strategically. Here are a few key elements to writing emails that will sell your program(s):

  1. Clear and fun subject line. Your subject line is what appears at the top of your email. It’s tiny, under 50 characters, so it needs to be concise and compelling – grabbing the reader’s attention and encouraging them to open the email.
  2. Personalization. Don’t use generic filler text like, “Hi there!” – instead, utilize smart fields to incorporate users’ first name. This makes it feel more personal to them and less like an auto-generated email.
  3. Strong copywriting. Similarly to website design, email marketing heavily relies on strong copywriting. Use persuasive language that speaks directly to the reader’s emotions and desires. Focus on how your offering can improve their life or solve their challenges.
  4. Opt-out language. Not only is this a legal requirement, it’s common courtesy to give clear language on how to opt-out of your email list to stop receiving your emails.

By incorporating these elements into your emails, you can create persuasive and effective communications that resonate with your audience and drive the desired actions.

Creating a Narrative That Resonates With Your Email List

One of the most important tips for success is creating a narrative that resonates with your email list. What’s going to keep them subscribed? What can they look forward to?

For our weekly newsletter, The Friday Edit, we provide private practice marketing tips. I like the follow the same narrative in each email so that our email list knows what to expect. I highly recommend creating this for your list. Here’s a general template on what we follow on each email we send:

  • Introduction: Saying hello for the week and doing a personal check-in!
  • Personal Updates: Did anything fun happen this week in personal lives?
  • Professional Updates: What projects are going on that need immediate update? Usually this is reserved for client launches!
  • Project Availability: Providing an update on when we are booking and how many spots are left.
  • Instagram Schedule: I like to update and relink all of our Instagram posts in case some individuals missed it!
  • Client Testimonials: We’ll include any new testimonials from recent projects – just so people are in the know of how awesome we are!
  • Link to latest freebies: Always linking out to our freebies so individuals can opt-in to other workflows!
  • Blogpost roundup: Normally we try to publish one to two new blogposts per week. We link out to these.

Strategic Sequences: Nurturing Leads Through Drip Campaigns

Drip campaigns are also known as sequences – these are pre-scheduled and pre-written emails that are automated so you never have to touch them again! These usually follow a set schedule over a specific amount of time to a specific audience and are great for private practice marketing. Drip campaigns come in handy during an active launch of a program. Let’s walk through an example campaign below:

If you are launching an upcoming course, you might schedule a drip campaign during the week of your launch. That campaign might contain emails:

  • Launch Week!: This email announces the launch week ahead and what’s to come. You can release more details about your course.
  • Tips About Launch: Use this email to provide more tips and tricks in regards to what’s being told in your course. Consider sharing one module as a sneak peek.
  • Introduction to You: Tell your audience who you are and why you are credentialed to speak on your course topic.
  • Testimonials from Beta: Maybe you launched a beta program for your course and received feedback. Use this email to share those testimonials if you have them!

This drip campaign was just an example of what might happen during launch week. We always recommend creating campaigns for pre launch (6 weeks prior to launch), launch period and post-launch to continually sell to your audience.

In summary, drip campaigns play a crucial role in patient engagement, education, and overall practice management. They help streamline communication, improve patient experiences, and contribute to the overall success and growth of a private practice.

Timing Matters: Private Practice Marketing Strategies for Optimal Email Engagement

If you’ve ever used an auto-schedule in an email marketing platform like Flodesk, you know that there’s a setting to schedule out for the next day. When you select this option, you can choose, “best time for morning.” These times are based on analytics on what has worked for you in the past. Here’s what works best for us:

  • Usually, Friday mornings around 6AM are the best time for our weekly Newsletter
  • This time has proved to have the best open rate because Friday mornings tend to be the time when individuals are easing into their morning and checking their emails for the day ahead
  • Our emails sent at this time versus at 5PM in the afternoon have a 50%+ open rate difference

In order to find what works best for you, test out several different days and times and review your analytics to see what will work best. There is no specific “right” time for one business – each audience has different preferences and only testing will help figure that out!

Subscribe to Our Email List!

Our email list is the place where you can find announcements, availability and private practice marketing tips for you to consume. We send one weekly email newsletter, The Friday Edit, on Friday mornings at 6AM.

Explore our resources and find latest blogposts by subscribing!