Crafting Compelling Email Newsletters for Behavioral Health Professionals
Photo by Andrea Piacquadio
Email newsletters are crucial for reaching out to clients, patients, and others in the behavioral healthcare field to provide useful information and timely updates to resources. They can offer tremendous open-rate and clickthrough-rate (CTR) numbers when done well.
The Power of Engaging Content
It’s a bridge back to that audience because they won't open the email if your content isn’t relevant or worth it to them. My client’s June 2024 email had an open rate of 36.6 percent compared with an industry-standard average of 15.9 percent. Our goal is to give them stuff they want to know.
Personalized and Segmented Lists
One of the first things we did was to bucket the audience into VIP and Normal lists based on engagement: A VIP (or high-engagement) audience segment – 3,147 members on the open leaderboard of highest open engagement. Two Normal audience segments who happened to be the lowest open engagement folks – 3,887 members (this now splits into two subsegments). We sent targeted content to different segments that gave each person what they liked. The open engagement metric gave us good input for determining behavior. The aggregated communication went through each of these buckets separately. Here is the open reach for the newsletter communication: Full newsletter – 39.6 percent.
Strategic Link Placement
It’s little wonder that good newsletters seem to float the click-through rate (CTR) of emails or full newsletter campaigns. CapGrow’s June newsletter had a CTR of 8.3 percent within the email campaign and 6.1 percent of the entire newsletter campaign. The best performer was a link to the blog Autism and Substance Use. With 783 clicks, this made up 53.7 percent of the 1,468 campaign clicks.
Continuous Improvement Through Data Analysis
Analyzing the performance of each newsletter is crucial for continuous improvement. CapGrow's June newsletter's success can be attributed to our audience cleanup initiatives earlier this year. By recombining our VIP and non-VIP lists, we achieved a higher total audience open rate than our VIP rate alone. The data validated this strategic move and has set the stage for continued success in the year's second half.
Engaging Headlines and Visuals
The subject line is the one they see first in the inbox, so our jobs included creating the headlines and ensuring the stories were paired with attractive images wherever possible. Our most-clicked headline—‘Why You Should Care About Americorps’—on our most-clicked topic for the semester, our political science course (totaling 233 clicks)—used a visually appealing infographic and a highly clickable headline.
Maximizing ROI from Email Newsletters: CapGrow’s Success and How You Can Achieve It
June 2024 – A Record-Breaking Month for CapGrow
Our latest campaign for CapGrow, which utilized a lot of qualitative content but also leveraged segmentation, hard links, regular metrics and analytics, and a bit of editorial branding, relied on the same tools but resulted in great and highly relevant engagement and substantially improved ROI.
Ultimately, this example illustrates the path for mental health and wellness businesses to improve communications and achieve similar results.
Achieve Similar Results for Your Brand
Do you run a mental health or wellness brand and want to work with an experienced digital creator freelance as an email marketing professional? Let’s discuss exactly what I can do to help you grow your audience and create captivating, high-converting email newsletters. Use the messaging service on my professional services page, and let’s connect today!
