Last week in episode 91 we discussed how to set up the relationship with your clients and potential clients with email. This week we talk about how to continue the relationship and deliver on the expectations you set up in your introduction email. Setting up the proper expectations is super important so if you haven't listened to the last episode be sure to check it out!

Email really needs to help forward one of the following agendas and the emails that you send out should really be geared toward one or a few of the following areas:

Branding
Retention
Re-engagement
Segmentation or engagement
Referrals
Direct promotion

The tough part about email is that you can sometimes feel like you're bugging people, especially if there is promotion inside your emails so we cover how often and what should be inside your emails. As a rule, I think you should at a minimum email your list at least once a month. Ideally, you should send out weekly emails, but I know that practices have very limited time budgets to be spending so crafting email broadcasts can be time consuming.

A tool that I really like to do is set up a promotional calendar that helps you and your practice take any of the guess work out of what you'll be sending. This is especially a great idea if you want to measure what you'll be promoting so that you can see what email subscribers are potentially worth to you and your practice. Every time that an email goes out, it should have a call to action so that your clients don't have to guess as to what the next step should be. If you're creating an email built around something entertaining or informational/useful then your call to action should be a click, a share, a like or something.

Ongoing communication is just like continuing any relationship, so learn how to nurture and grow your list. Email is an asset that you get to own and control, so it is definitely a very long term value item for your veterinary practice.

VMP 092: Email Marketing For Your Veterinary Practice Part 2