Your pharmacy’s e-newsletter is a unique opportunity for you to reach your patients—through their inboxes. For many patients, your e-newsletter might be the primary way they learn about new services, special deals or upcoming events at your pharmacy.
Each e-newsletter is an opportunity to make an impression on your patients. Make your monthly or weekly e-newsletters more effective at increasing traffic, boosting sales and creating engagement by incorporating these nine must-have features into every edition.
1. Catchy headline and subject line
Clear, interesting headlines and subject lines are key elements of any effective e-newsletter.
The subject line is the first thing patients see when your email arrives in their inbox. It should capture their attention and make them want to learn more. Try asking a question or letting readers know there’s a special offer inside.
Your e-newsletter’s headlines should also tease them with more information, and encourage your patients to read the rest of the e-newsletter.
2. Newsworthy information
Include a newsworthy piece of information in every e-newsletter, such as a description of a new product in your front end, an explanation of a new service you’re offering, or a summary of a recently published health study.
Incorporating newsworthy information into your e-newsletter gives patients a reason to read each installment, and it keeps every edition fresh.
3. Special offer
Including a coupon, information about a sale, or a discount for a featured item in each e-newsletter can entice patients to read each installment. Plus, it can turn your e-newsletter readers into actual visitors at your pharmacy.
Include a small percentage off coupon for front-end purchases, or a free small gift for purchases over a certain amount to entice patients to shop at your pharmacy.
4. Call to action
Having a call to action in every e-newsletter is key to generating store visits.
A call to action is a specific step you ask readers to take, such as “visit our store,” “check out our clearance section,” “visit our website,” “get your flu shot today,” or “transfer your prescription now.”
Using one, or several of these, can help boost website traffic, front-end sales, and visits to your pharmacy.
5. Images
Using pictures, graphics or other images can help break up large blocks of text in your e-newsletter and make it more interesting to readers.
Whenever possible, use real images. Take photos of new products in your store, events you host and photos of your staff. Seeing familiar faces will help patients connect with your pharmacy and keep them interested.
6. Relevancy
The best e-newsletters include relevant information that will matter to your patients.
When you’re writing your e-newsletter, ask yourself, “What do my patients care about?” If they’re interested in sales, include a coupon. If they’re interested in health tips that will help them live healthier lives, include advice on healthy snacking and the best vitamins to take.
Ask your patients what they’re looking for in your e-newsletter to get a better sense of why your patients subscribe.
7. Basic contact information
Every e-newsletter should have your pharmacy’ basic contact information, including your hours of operation, address, website, email address and phone number.
That way, if patients have a question, want to learn more information or are interested in coming to your pharmacy, they have the information they need to contact you or visit your store.
8. Featured product
Use your e-newsletter as an opportunity to promote your pharmacy’s front-end products.
Feature a new, popular or seasonal product in each edition. You can even offer a discount for your featured product to encourage patients to try something new. Or, feature a product that you’re trying to move off your shelves to boost sales.
9. Opportunity to learn something
Be sure to include health-related tips or advice in each edition of your e-newsletter.
Including a new health tip each week will give patients a reason to open the e-newsletter and help bolster your pharmacy’s credibility as a knowledgeable source of health care information.
If you haven’t created an e-newsletter for your pharmacy yet, this guide will walk you through the process from start through clicking “send.”
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