Posted by Matthew Loop | 18 Comments
The particular blog post is going to center around what NOT to do when you’re trying to build your email list through chiropractic marketing online. Reputation, trust and credibility are very important especially when you’re dealing with potential new patients that come across you or your website for the first time. All of the cards should be on the table… ALWAYS. This is called transparency and must be a top priority in your internet marketing in 2010 and beyond.
While doing a bit of reverse engineering and internet research the other day, I was sent an email similar to the one you’ll find below by a colleague. When I glanced at it, I figured it was a regular tell-a-friend script email where this other doctor had placed mine, and a few others, contact information in a form so he could get a free bonus the list-owner was giving away. The message read something like this:
I figured you would like this. It’s called The “Bonehead Letter”
and you can download it absolutely free if you Click Here.
It’s good stuff.
– Dr. Spam Smith
P.S. – If you have any questions, email me at
If you no longer wish to receive these emails,
Tricked You Avenue, Boneheadville, NV 99999
The sample email letter above seems harmless enough, right? Yeah, I thought so as well so I clicked the “click here” text in the email expecting to be able to download my free bonehead letter like the email promised. Much to my surprise, I found that when the subsequent page loaded, it said I had been auto-subscribed to a newsletter. No heads-up beforehand, no transparency, and no word of warning. It appeared the old bait and switch tactic was still alive.
This is a big no no that can land you in some hot water if you’re not careful. I encourage you take this to heart now so you aren’t smacked with a big fine later on. Never auto-subscribe others to your list or swipe emails from your address book or online and assume they want your information. You’ll only ruin your reputation and lose credibility with this way. There are hundreds of respectable, “white hat” ways to attract potential patients or customers that are looking to utilize your services.
I remember when I first began my journey learning about how to use internet marketing for my chiropractic office. I was guilty of employing some of the same exact methods referenced above. Am I proud of this? NO WAY. I pissed quite a few people off and damaged any hope I had of building solid rapport with them.
However, I did learn quickly this tactic was a result of short-term thinking. I found that one of the best ways to have an active, highly responsive list was to cultivate relationships by building trust and giving away content that contained a high degree of use value. You don’t do this by tricking people to opt-in to your email list. Shenanigans like this the stage for an epic failure in your online marketing endeavors.
My email open rates are now (on average) between 32-35%, sometimes much, much higher. If you know anything at all about email marketing, you know that’s exceptional. Open rates like that don’t come by fooling people into getting them to do what you want. When you get things started on right foot, you have the potential to create a raving fan base who can literally become apostles, spreading your message faster than you could’ve ever imagined. These are individuals that pay attention to what you have to say.
If you’re looking to become a respected marketer online and an esteemed business professional, NEVER trick potential customers in your industry / niche into opting into your email list. Trickery does not equal transparency, which is the only way to establish a loyal group of fans that know, like, and trust you.
Leave a comment below and let me know your thoughts on this topic