E511 | One Cool Email Marketing Technique Working Now

Today, we are talking about e-mail tactics and it's something you can start doing today. It takes a little more effort but the return for your practice can be substantial! Enjoy.

• Leveraging your client wins
• Structuring the framework of your e-mails

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Podcast Transcript

Danny: So there's all kinds of hidden fees within your business that are just part of doing business. One of those is credit. Processing and for us, we didn't even realize how much we were paying in credit card processing with the first management software we were using for our practice. And when we switched over to PT everywhere, we just realized we were saving literally hundreds of dollars a month with credit card processing with their partner with Card point versus who we were using with our prior.

Software. This has made a massive difference. It's more than paid for itself. It allows us to decrease our overhead. It allows us to have more cash flow to reinvest in our people, in our technology, in our facility, in marketing and everything that's gonna drive the business. So don't get abused by credit card processing companies.

Make sure you're paying what you should pay. And if you're looking for a management software, highly recommend PT everywhere directly integrates. Processor makes it very easy and their rates are super, super competitive. So it's saved us a ton of money and it probably will do the same for you if you don't know what you are getting charged.

So head over to PT everywhere. Take a look at what they've got. I think you really like it. So here's the question. How do physical therapists like us who don't wanna see 30 patients a day, who don't wanna work home health and have real student loans create a career and life for ourselves that we've always dreamed about?

This is the question, and this podcast is the answer. My name's Danny Mate, and welcome to the PT Entrepreneur Podcast.

Welcome guys. Doc Danny here with the PT Entrepreneur Podcast, and today it's gonna be a tactical Thursday, I guess I'll call that this one to make it stick soon. Super tactical, I think can start doing in your own business in your own practice to really start to better leverage your email marketing.

And this is not something that we have tested across multiple practices, like what we will usually do. This is something. I think is gonna work because it's working in our other business. And I'm gonna go ahead and explain this real quick, but I thought it was cool cause I was looking back at the data and I wanted to share it.

So one thing we started doing, Earlier this year was putting together an additional email. I've written a Friday email. If you're not on our email list, head to physical therapy biz.com. You can get signed up for any of our opt-ins, whether it's our five day challenge or anything else.

And if you do that, you'll get, added to our email list. I email everybody every Friday. Usually it's. Kind of story framework, something that I'm learning and sharing a lesson that at the end as a call to action. We've been doing that now for a long time. And earlier this year we thought, we have so much social proof so many just like images of conversations that we have with people that we're working with.

Whether that be text message or through whatever other channels messenger channels that we have, that we're communicating with clients that we start highlighting that and we started doing that in what we call our well or client win Wednesday email. So the client win Wednesday email basically is just an image of that conversation with some social proof in there of a win that they somebody may have in their business.

If you're on our email list, then you probably have seen these. And, we thought, okay, we'll test this. We don't want to email people too much, but we wanna see how this goes. Cause I think it's relevant, it's something that I feel like people really like to.

Other people winning. Most people do, I should say not everybody, but there's something compelling about seeing, oh cool, these are actual results of people just like me. And it's cool. I think it helps give people. I know some confidence if maybe they haven't pulled the trigger on it or it helps them realize like what's possible and they can put themself in that position and break some false beliefs potentially.

So we've now been doing this for a few months and I just got a chance to go back and look at all the data. And what was really interesting is not only did our email. Open rates, which are stats that we check, but open rates and then clicks clicks to whatever the call to action is.

You can track all this stuff in an email marketing, software, anything, whether it be, MailChimp or convert kit mail or light or active campaign or whatever, Kajabi. You can track these in basically any email software and you can see, and it's a good indication. A couple things are what you are writing.

Is it like something that the people that you are writing, are they interested in it? And and if not, then your open rates are gonna be really low and your click rates will be really low. But if they are, then they'll open your emails. And the other thing you can look at is unsubscribe percentages.

If you're putting out a bunch of information that people don't want to learn about those unsubscribe, if you're putting out information that people do, they'll open the email and they won't unsubscribe. And over a period of time, they'll start to get used to open your emails because you're sharing relevant things that are helping them.

And now that I just had a chance to go back through and look at all the data on this, I was really surprised because the numbers. Across the board for us has actually gone up in terms of opening rate of open rates. Actually almost about 10% increase in open rates across the board. But the wellness or the Wednesday client, when Wednesday emails that we send out, those are like significantly more open than Friday emails, like sometimes eight, 10%.

Per week, which is really interesting cuz that scale, I mean you're talking about an email list, of people that are in the tens of thousands at this point. Normally those do not have high open rates, and we'll be in the mid 40% open rates. Almost half the people on that list are opening those emails, and you might be one of 'em.

So I wanna share this with you because this is actually something that I think would do really well in a practice. And in fact, I talked to our our office like the president of our company and my wife. About this strategy today when we had a little meeting and it was fresh in my mind, so I wanted to share it and it's something that I think would work really well.

So if you have social proof, let's talk just specifically like Google reviews. And if you don't, you should definitely be getting Google reviews cuz people look at those things. You can take a snapshot of that and then highlight it in a framework very similar to the emails that, that I send out.

And if you don't know what to write, get on the email list and look at what I'm writing and the framework of what I'm writing, cuz writing copy and the actual emails, it can be hard if you haven't done it before. But giving a general framework of how to structure things.

You know of like showing the image and telling a story around who that person is and then why the results are important. You can do the same thing with patient outcomes and I think it actually would be like a really good way of improving your email, marking another touchpoint. Because that email we can even track.

How much business gets generated from email marketing? It's quite a lot. A big percentage of our business comes from people that are on that email list and have been on for a while and, eventually they come to a place where they're ready to get some help, right?

And so it's our goal, our job, to really continue to foster that through, high quality content, which includes emails. So if you have client social proof, like a Google review, All you gotta do, take a snapshot of it and create an email out of it and send it out whatever day, week that you want, highlighting your clients with a call to action, to chat with somebody on your team or to book a visit, or whatever it is.

Your call to action is gonna be. At the end of the email, and the key is you can't just do this once. Okay? It's really important. You can't just do this once. You have to actually do this over an extended period of time. This is basically just almost any form of marketing. The more you can stick to something for a long period of time, the better your results are gonna be, because especially with email marketing, people start to habitually understand that on we.

This email comes in and it's these frameworks that, that are, being shared or that are, they're gonna go over, or this Friday, an email goes out like every Friday from this person. I'm the same way. There's people whose email list I'm on and I know and their emails are coming out. I open them up, I stay on the list that I get value out of.

Typically, I end up working with those people at some point in time. Same thing can be said for your practice. If you don't have any email marketing going on, great place to start. A great reason to send people, information and an easy way to leverage your social proof. So number one, make sure you're getting social proof.

Number two, highlight that social proof to people that are on your email list, even past clients, if that's all you have. At least it just reminds them of great outcomes you're getting. And maybe their friend they forgot, was like, oh, they have back pain. And they remember, oh okay. I meant to tell Joe about, coming to see so-and-so for his back pain.

And then they forward them that email, which highlights what you just showed them. And then they set up a visit. This actually happens quite a lot through email marketing and it's hard to track, but it's something. If you don't send them out, it's definitely not happening. So tactically, I think this is something you can loop in right away.

I was actually like really surprised by the numbers we're seeing on these types of emails. Email people will say is dead, but I ju just completely disagree. It's not if you suck at writing emails and you're not actually like providing any value or, educating, entertaining or inspiring in some way, then.

No one's gonna open it and they're all gonna unsubscribe. And yes, email will probably be dead for you, but to get half of an email list of, 15, 16,000 people to open an email is very difficult to do. But people are interested in this type of content. So I think this could work very well in a practice as well.

I think you should try it out. Let me know. Shoot me an email. Gives you an email at admin physical therapy biz.com. Once you get some results, let me know how it goes. We're gonna be definitely bringing this up within our consulting groups and really building some systems around this so we can help them better leverage this, cuz I think this is an area that we just found through different business model, but still would apply, in, in a service realm.

Just this is a service. Service business to business, and this would be business to consumer in a practice, I think will work just as well. So hope that helps. Hope that little piece of information improves your email marketing and if you're not doing it, go ahead and get started today. I think it will drive business your way.

Hey, Pete, entrepreneurs. We have big, exciting news, a new program that we just came out with that is our PT Biz part-time to full-time, five day challenge. Over the course of five days, we get you crystal clear on exactly how much money you need to replace by getting you a. Ultra clear on how much you're actually spending.

We get you crystal clear on the number of people you're getting to see, and the average visit rate you're going to need to have in order to replace your income to be able to go full-time. We go through three different strategies that you can take to go from part-time to full-time, and you can pick the one that's the best for you based on your current situation.

Then we share with you the sales and marketing systems that we use within our mastermind that you need to have as well. If you wanna go full-time in your own practice. And then finally we help you create a. Page business plan. That's right. Not these 15 day business plans. You wanna take the Small Business Association, a one day business plan that's gonna help you get very clear on exactly what you need to do and when you're gonna do it.

To take action if you're interested and sign up for this challenge is totally free. Head to physical therapy biz.com/challenge. Get signed up there. Please enjoy. We put a lot of energy into this. It's totally free. It's something I think is gonna help you tremendously, as long as you're willing to do the work.

If you're doing the work and you're. Information put down and getting yourself ready to take action in a very organized way, you will have success, which is what we want. So head to physical therapy biz.com/challenge and get signed up today. Hey, real quick before you go, I just wanna say thank you so much for listening to this podcast, and I would love it if you got involved in the conversation.

So this is a one one-way channel. I'd love to hear back from you. I'd love to get you. Into the group that we have formed on Facebook. Our PT Entrepreneurs Facebook group has about 4,000 clinicians in there that are literally changing the face of our profession. I'd love for you to join the conversation, get connect with other clinicians all over the country.

I do live trainings in there with Yves Gege every single week, and we share resources that we don't share anywhere else outside of that group.So if you're serious about being a PT entrepreneur, a clinical rainmaker, head to that group. Get signed up. Go to facebook.com/groups/ptentrepreneur, or go to Facebook and just search for PT Entrepreneur. And we're gonna be the only group that pops up under that.