Why You Shouldn't Send the Same Email to all Your Leads

There is a reason why most marketing specialists advise against using the same email message to every prospective lead: it's called the “bounce rate”.

Simply put, the bounce rate is the percentage of email messages that are opened by recipients and deleted without being acted upon. Email marketing software like Salesforce Campaigns and Microsoft Campaigns admit that the average patient has a 70% chance of closing a medical consultation by responding to an email and a 41% chance of hitting the reply button. That means that you are reaching the prospecting stage of a medical sales career, effectively, with each individual email you send out. In traditional settings, cold emailing—which we're about to discuss in more detail—has a much higher open rate.

Use Stories That Will Impress Your Prospects

One of the best ways to get results from your marketing activities is by using storytelling in your communications.

Consider what would happen if you sent an email to your leads with the subject line, "How to reduce your medication by 50%." You probably wouldn't stand a chance of getting the desired response if you don't tell them something unique about themselves.

People love stories. And not just any story—a good story will grab a reader's attention and keep it.

In the example above, you are directly marketing a medication to treat hypertension. Most patients would respond well to this type of email, considering the benefits that the medication provides. But for the small number of people who are sensitive to medication, or who have adverse side effects from taking it, you'd better prepare yourself to get a “bounce”.

However, if you tailor your story to fit the needs of your specific prospect, you can ensure that they engage with your message and remain interested in what you have to say. Take a look at how Richard Bracken, a business owner from Atlanta, GA, used storytelling to attract and retain customers:

The Opportunity To Impress

His company, Peak Physical Therapy, provides rehabilitative physical therapy to those who've suffered from an accident or medical condition. They saw an opportunity to grow their business and meet the needs of a niche audience by utilizing storytelling to engage with their leads.

He started by creating a short video about his approach to rehabilitation and how that aligns with the goals and needs of his target audience. Then he began to use storytelling in his emails.

As a result of all of this effort, he saw an increase in leads and new patients, and a decrease in “bounce rates,” as he calls them. While he can't always guarantee that every lead will become a patient, or vice versa, he can say with confidence that he provided a memorable experience for those who did.

The Importance Of Validation

In the example above, what if you don't tell the patient that their condition is rare but treatable? They might not feel that they're being validated, which is a critical element of any good story. You want your audience to feel that what you're saying is true and that they're experiencing something new and validating.

If you're going to use stories in your marketing, make sure that you've got the characters, the plot, and the ending just right. Once you've got that, it'll be easy to improvise and make an engaging video or presentation to accompany your next email.

Keep Your Stories Short

It's a common mistake to put too much information in your story. Your video's summary and other supporting material should not make up the entire email. Keep your sentences short and to the point. You want to engage with your audience, not bore them witless.

People hate boring emails. They want to feel like you've given them something unique and valuable. So don't overload them with useless details. They'll quickly tune out and forget about you.

Avoid Using Familiar Phrases

One of the things that makes video content engaging is the use of familiar phrases and words. Your video will quickly go un-noticed if it doesn't use terms that evoke a particular emotion, or cultural icon, in your audience. When you're writing your script, look for the right set of words and phrases that will make it easy for the viewer to connect with you. You want them to feel like you're addressing a friend, so use terms and phrases that they'd use themselves.

For instance, “Hi, there. I'm Dr. James Lee. If you're like most people, you've probably heard of fibromyalgia. It's a condition that can cause chronic pain all over the body. It also causes fatigue and sleep disorders. But, there is hope.”

At this point, your viewer will have a good idea of what kind of doctor they're dealing with. If you've told them a little bit about yourself and your background in the first video, they'll feel even more connected to what you have to say.

Show Off Your Humor

Humor is great for any type of video content. It adds a personal touch that makes people more receptive to what you have to say. Since humor is subjective, however, you want to make sure that you've got something funny to say before you begin shooting. If you don't have a sense of humor, then trying to be funny in the video may backfire.

If you're going to use humor, make sure that you tailor it to the specific demographic you are trying to reach. You don't want to use humor that will make everyone in your audience roll their eyes. Find something that will make your grandma laugh, but not the person you're sending the email to. This will avoid any possible awkward moments.

Also, make sure that the type of humor you use is relevant to your target audience. If they're not laughing, but you're trying to make a serious point, it might not be the best choice. Think about what would work for your specific niche, and don't be afraid to try new things.

Use Case Studies

Anyone can write a sales pitch, but it takes someone with professional experience to successfully close a deal.

Use case studies are a great way to prove your expertise and demonstrate the results of your past experiences. They can also act as useful guides for potential customers who are curious about what you've done and how you've done it. A case study doesn't have to be lengthy. A few short paragraphs explaining the details of your situation will do.

You want to choose a few relevant examples that will make your audience sit up and take notice. You don't necessarily have to include all of the details of the situation; choose something that will make the reader say, “Oh, that's interesting.” If you've ever been curious about how a gastroenterologist would approach the sale of a digestive enzyme, you can find the answer in the form of a case study.

The takeaway lesson here is that you can use various methods to reach an audience, but you should strive to engage with as many people as possible. The more you engage with, the more you'll get back. So don't be afraid to try new things and experiment with different techniques.

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