Looking to grow his business, John Sellers, Founder & President of Vision Ventures, decided to get started with email marketing. According to Sellers, the first email campaign was quite simple - "sending a holiday card in late 2001 to wish people well and to remind them that we were here" - but it was also inexpensive, (literally) done in 5 minutes, and most importantly, effective.

After that, it wasn't long before Vision Ventures started getting more creative. They sent their first newsletter in February 2002. They have been sending it regularly ever since, and their email mailing list continues to grow.

What Vision Ventures found is that there is simply no more cost-effective (or effective - period) way to market a business.

6 Lessons In Getting Started 

1. It's never too early. 

A common objection regarding email marketing the company "isn't ready." Baloney! Email marketing is incredibly easy to get started - and it is most effective when it is done with a philosophy of simplicity. For a dentist, ten minutes of effort a week - even in the beginning - can touch maybe ten patients or fill one or two empty appointments.

Begin slowly. Collect email addresses of your most cooperative patients, and send them a thank-you card, or whatever. Build a small list of patients who like text messaging, and try sending one. It's both effective and fun.

Overtime, as your email mailing list grows, so will your expertise. The longer you wait, the more you have to lose.

2. Persistence is the key. 

Email marketing does not work as well for a one-time quick hit marketing strategy. Email allows you to build a regular, ongoing dialogue with your patients and potential new patients. And that becomes self-selecting - those who most wish to do communicate online with you will appreciate the regular communications. Those who do not will either tell you upfront over at anytime they can very simply opt-out. If even only a handful of your patients like email communications, it's a win.

3. Create a calendar. 

One of the real keys to success is how frequently (or not) you communicate. You know your patients best. Perhaps a monthly newsletter is good; perhaps it's too frequent. Perhaps, the newsletter is sent quarterly, and you occasionally send an announcement of a "whitening" special or other promotions. Regular but respectful communication is optimal.

4. Content is King. 

Newsletters are universally accepted as a good patient communication tool. The amount of time spent and the cost have made them prohibitive for many dental practices. With a good email service - like www.dentigram.com - content is provided for you, or if you wish, you can create your own. Mailing is a simple. Just click send. You can also customize newsletters to groups of patients. Perhaps you have a group of patients who have expressed interest in Invisalign and another group who need special perio attention. You can create two newsletters, and with little effort, send them as easily as one.

5. Appointment reminders.

Ultimately, email appointment reminders will be fully integrated with practice management applications, and for patients who prefer this type of reminder, the process will be seamless.

But why wait? As you slowly build your email mailing list, their will certainly be some patients who will prefer an email reminder. Just ask. It need not become a way of life in the beginning, but it can be an excellent way to send an attractive card with you name and address to a few patients who actually prefer getting an email to receiving a reminder call.

6. Text messages

Many email services also include text messaging. This service alone is worth its weight in gold to a dental office. Why not have a short list of patients willing to come in at the last minute on a text messaging list? Instead of several calls to fill a last minute cancellation, one click can send the message. Once it's filled, another click can inform the rest. What about an appointment reminder the patient that consistently forgets about an appointment?

In closing, email communication offers an incredibly efficient way to stay in constant contact with a certain percentage of your patients. You may be surprised when you first hear things like "I actually look forward to receiving your newsletter every month."

Also, it's never too early to start. The best learning any office can gain comes from experience. And the best way to learn is to get started today!

William B. Jackson, DDS is Vice President of Business Relations at Planet DDS, Inc. One of the services offered by Planet DDS is Dentigram, an email marketing tool, designed specifically for the needs of a dental practice.