By Bob Fabbio
As technology and consumer expectations evolve at dizzying rates, now is the time to reboot (or at least re-think) the way you approach your marketing. The email marketing software and consultants that may have once worked have become yesterday’s legacy tools. Today’s plastic surgery practices can no longer effectively and efficiently grow the way they once did.
The Price of Limited Reach
Cheap and easy. That’s how email marketing tools promote their value. Dig deeper, though, and you’ll quickly find that what you don’t get from them is costing you far more than the monthly subscription fee.
The return on investment for email marketing seems compelling. The relatively low cost is why email blasting software like Constant Contact, MailChimp, or DemandForce is often the first—and easiest—choice for patient marketing. These tools are familiar, seemingly simple to use, and they appear to deliver results.
But relying on email marketing exclusively won’t help you grow because an email-only marketing strategy means most of your contacts never get your marketing message. That’s because the average email open rate is below 20%. So while your email message may reach up to 20% of your contacts, you’re missing a whopping 80%.
And not reaching that many people is costing you. Every contact missed is a lost revenue opportunity and a missed chance to nurture a profitable relationship.
The Cost of Messages that Don’t Drive Action
Today’s consumers demand choice. They want to communicate with businesses and brands through their preferred channels and on their terms, which often is not email. To drive action (and ultimately, conversion) a marketing campaign, regardless of channel, must resonate with recipients and meet their needs.
Without the ability to easily segment your contacts and target relevant messages on topics of interest to them, which basic email software doesn’t do, you’re sending messages that don’t work and wasting valuable resources. It’s eating into your bottom line.
Reaching the most people possible and connecting with them in meaningful and relevant ways is the difference between wasting your time and turning relationships into revenue. Marketing success (more leads and more conversions) takes an integrated, multi-channel digital marketing strategy that resonates. Patient marketing done right is not done through one, limited email marketing software program.
More Tools = More Money = More Work
To execute effective marketing campaigns across multiple channels, you’ll need tools to not only craft email campaigns, but to:
- Create, buy and manage targeted advertising on social media
- Build landing pages
- Send SMS texts
- Cleanse and manage lists
- Generate data analytics that optimize results
All of which come at a hefty investment.
Not only is it cost-prohibitive for most practices to purchase all the necessary tools for integrated, multi-channel digital marketing, but effectively managing multiple tools is a time-consuming internal resource drain. Getting the most out of comprehensive marketing automation is a full-time job, and very few practices have the necessary time to do things like segmenting lists and crafting and testing copy. Plus, each marketing software platform has varying degrees of power and complexity for email triggers, forms, advanced segmentation, and reporting, making them complex to use and fully leverage.
Another hidden cost of marketing automation is the technical expertise and time needed to implement the software. Most practices don’t have the required technical resources to make it all happen. Implementation involves integrating the marketing software with other systems and technical development for things like installing tracking codes on web pages, all of which takes time and know-how. A capable expert is key.
Because of the significant resource costs associated with running the tools to execute effective campaigns, the questions become: Where do you want to invest your internal resources, and what are the opportunity costs of doing so?
The answer is a matter of cost-effectiveness and efficiency. You want experts doing what they do best because not everyone can be a marketer. Ultimately, you must ask: What are the opportunity costs of internal staff experimenting with marketing, through trial and error, instead of directly serving customers?
Individual Marketing Consultants Often Stymie, Not Help, Your Growth
Even an experienced consultant who understands the value of a multi-channel marketing approach won’t have access to integrated dashboards and technology that allows for time-efficient execution and analysis of campaigns across multiple channels. The kind of technical integration necessary to do this is simply not accessible to an individual marketing expert or small consultancy. The result is slow results, if any at all.
So what’s the answer?
You’ll have to determine what you can accomplish with internal resources, then where you will have to outsource to capable experts. We’ve seen a marketing automation service help practices grow. (See infographic below.)
Do your homework to determine what’s right for you and your growth goals. Understanding why what you’re doing now may be falling short is the best place to start.
Bob Fabbio is the CEO and co-founder of Austin, Texas-based eRelevance Corp, a technology-powered marketing automation service providing small- to medium-sized aesthetic practices with affordable internal marketing that reduces workload and generates more business (www.erelevancecorp.com). Bob can be reached at [email protected].
This is a fantastic piece Bob. The case for segmentation is clear…as are the added costs.
There are two major cost components in segmented email marketing. First, the software. Second, the expanded need for content when addressing the segmented interests of your audience.
It’s clear how your software is mitigating the first cost component. What is your advice to practices as it relates to segmented content development? If a practice identifies n-number of segments that means n-number of custom messages…with the strategy, copy writing and design work that entails.
How do you counsel practices to balance the risk of diminishing returns as you move away from one piece of content for all subscribers and closer to a personalized message for each individual subscriber?
Ryan, you’re absolutely right about the challenges. Thank you for taking the time to read and respond.
For an individual practice, generating effective content is both time-consuming and can be entirely cost-prohibitive. The advantage eRelevance has is that since we glean analytics from thousands of custom campaigns generated for hundreds of aesthetic practices, we have developed a deep library of results-based, segmented content.
By analyzing thousands of campaigns, we optimize marketing by determining the best-performing promotions to execute and to which contacts.