You may have heard that plastic surgery email marketing is dying, or even already dead, because social media took its place but don’t believe it.
The stats show that not only is email still alive, it’s got the potential to give you up to a 4400% ROI and still remains the best way to attract and retain cosmetic patients in 2019.
But stay tuned for the biggest secret to getting email to bring you more patients and profits.
Plastic Surgery Email Marketing Facts
The facts show that plastic surgery email is here to stay.
Did you know not only do the number of emails sent every year continues to grow, but so does the number of email addresses created?
So, who’s sending and reading all of these emails?
It turns out, in the U.S. alone, more than 90% of people over the age of 15 use email.
And all of us (well, 99% of us) check our email every day, even before social media.
Some of us check our email as much as 20 times a day.
And, more than half of us even check our email before doing anything else online such as social media, the news, doing a search or checking a company’s intranet.
The point being email remains a great way to reach your patients and grow your practice……when done right.
Email vs. Social Media
When it comes to marketing for new cosmetic patients, you may be saying to yourself, “Forget plastic surgery email. I just use social media to get in front of millions of prospective cosmetic patients for free”.
But here’s The truth. You may not even get in front of most of your own followers for free with social media, let alone new ones.
Look at these stats from Optinmonster.com for Email vs. Social Media Engagement:
.58% Social Media Engagement
22.86% Email Open Rate
3.71% Email Click Through Rate
That means there’s only 0.58% engagement rate for FB, Instagram and Twitter vs.a 22.86% Email Open Rate to your own email list.
And your email list will click on your content at an average Click through Rate of 3.71%.
We actually have been doing strategic plastic surgery email marketing for plastic surgeons for years and have even better stats than this:
Our average email open rate is 31%
And our click through rate is 5.37%
So, back to social media, I’m sure you noticed you follow many people on the various social media channels but don’t see their posts.
Why is that?
That’s because social media wants you to “pay to play” to get the additional reach so it’s not as free as you may think.
By the way, we are not even considering the amount of time it takes to create plastic surgery posts, upload them and interact with your prospective cosmetic patient followers who may, SOMEDAY, call, visit and actually give you money. Just sayin…
Here is another interesting plastic surgery email benefit:
According to MarketingSherpa, about 60% of consumers subscribe to a brand’s list to get promotional messages compared to only 20% that follow brands on social media.
So staying in front of your cosmetic patients regularly with well thought out
promotional and compelling emails keeps them coming back and referring
their friends – much more so than social media.
And here is a very big reason to build and nurture your cosmetic patient email list.
You own your patient list and nobody can take it away from you.
Do you realize you have ZERO CONTROL over the social media platforms you use. They own that data. You do not.
Social media platforms come and go.
They can disappear overnight and with it, goes all of your followers and time you spent building that following.
And sites like FB and Instagram can actually delist you if you do something they don’t like.
Since you never actually own your account, that means that your profile could also disappear so nobody can see you
Your Plastic Surgery Patient Email List is an Asset
Think of your plastic surgery email list as a money-making asset.
This is the highest quality list of prospective patients you have.
They already know, like and trust you.
How do you know that?
Because they chose you and gave you money.
And they will give you more when you reach out to them in a compelling way.
That means you have a valuable asset now and that is worth something when you are ready to exit.
And here’s the biggest secret to making email work.
You use your plastic surgery patient email list WITH social media to not only grow your exposure to new patients but you use social media to grow your patient list that you now own forever.
This takes technology and know-how but it’s a profitable combination when done right.
So, just a reminder: email marketing has a 4400% ROI. That means that every dollar you spend on email marketing has the potential to bring you a $44 return. Is it worth it?
The bottom is this…Far from being dead, email marketing is alive, well, and increasingly relevant for you to use with your social media plan especially while your competitors ignore it.
If you believe your plastic surgery email efforts are not giving you the return you expect, let’s talk about how to increase your response rate using email AND the right social media strategies to attract new cosmetic patients and procedures.
She is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on cash practice building and trains staff to be converting rock stars.