E-mail Marketing: Why It's a Must, MASSAGE MagazineIt’s no secret that the way we communicate has changed. When you walk down the street, you’re more at risk of bumping into people with their head down texting on their phone than being hit by a car. Marketers have taken notice and have shifted their communication strategies to e-mail and text messaging to take advantage of this trend.

Since most massage therapists don’t have a marketing person on staff, and because they are too busy with clients, marketing can become an afterthought. For that reason, I’d like to outline how easy e-mail marketing is, and why you should incorporate it into your marketing strategy.

1. It’s effective

Everyone has e-mail, and they get to check it at their own convenience. In fact, 60 percent of people report they check their e-mail while watching TV (source). It’s highly likely that a client will open up an e-mail from one of their health care providers.

Furthermore, you now have a new way to develop a relationship with your client. Without e-mail marketing, your client only communicates with you during an appointment. Just like how a friendship grows stronger with regular communication, with e-mail marketing you can communicate with your clients on a monthly or even weekly basis, strengthening your relationship with them.

2. It’s easy

There are great programs like Mailchimp or Constant Contact that allow you to easily design and send your marketing messages. They also have automatic tracking and reporting to allow you to measure the effectiveness of your e-mail marketing campaign.

That means all you are left with is one to two hours of work each month to craft your message. Perhaps it’s informational, or even promotional, but either way, it’s a small amount of work for big rewards.

3. It’s cost-effective

Unlike direct mail, there are few costs associated with e-mail marketing. There are no print fees, no mailing fees and no design fees. So just how cost-effective is it? Well, Mailchimp is free if you have fewer than 2,000 e-mail addresses on your list. That means the only cost to you is the time to get it set up and the time to prepare the content for your e-amails.

Read “3 Steps to Start Your E-mail Marketing Campaign,” .

Daniel Ruscigno is co-founder of PatientCal, business management software for the health care industry that includes online scheduling, e-mail reminders, and automated client retention. For more information, visit www.PatientCal.com.