How To and

Advantage Mail is revenue delivered!


~ Brian Heil, MD, Pittsburgh, PA
client since 2006

New to Advantage Mail and not sure where to start? Here are some basics to help guide you along the way.

Write a subject line that peeks interest.

Think of those magazines that are near the checkout in the grocery store. Those writers are experts in creating enough curiosity to entice you to purchase the magazine. Good subject lines are often personal or descriptive. Including the recipient’s name or location can work well, especially when sending things like holiday promotions and followup messages.

You want to send campaigns that attract subscribers to engage with your practice, so keep your content relevant and use meaningful words or phrases. After all, your audience will only read what they’re interested in. And if done well, your messages will not only be read, but also clicked on, shared and recommended!

We recommend sending a few different types of messages consistently each month. An example might be educational content, a “staying in touch” message from the doctor and staff, and of course, any promotions or holiday greetings.

Personalization is a great way to engage with your subscribers. You can personalize the subject line, sender’s name and content of your email by inserting personalization tags based on subscriber field data. When your email is sent, Advantage Mail dynamically changes these tags to display information relevant to each recipient.

Personalization tags
All personalization tags are based on subscriber field data, which is information about your recipients that is recorded with your subscriber list. Every subscriber list you create starts with two default fields, Name and Email Address, but you can add up to 50 custom fields.

Each field has a personalization tag associated with it. For example, the personalization tag for the email address field is [email]. When new custom fields are created, their personalization tag is automatically generated. For example, in the image below we’ve added a Date Of Birth custom field, which generates [Dateofbirth,fallback=] as the tag.

One method is to include a link to sign up for our email newsletter in the signature of your transactional emails. Think about how many people you and your employees send each day. That’s a lot of people that might be interested in signing up.

Another method is to include social sharing buttons and an “Email to a Friend” button in your marketing emails. That way, you’ll gain access to their friends, colleagues, and networks and expand your contact list.

One of the best ways is to include sign up forms on all pages of your website, blog and digital properties such as Facebook page.

Phishing emails are used to trick people into providing access to personal or sensitive information such as user names, passwords, and credit card information. Because of this, the major ISPs and mailbox providers are on high alert for any incoming mail that looks like it could be a phishing attempt. This means that if your sending address is not verified, there is a good chance it will go into the recipient’s junk folder or be deleted by them before it’s even read.

To avoid looking like a phishing email, you need to have matching URLs. This is called Authenticating Your Sending Email Address. This validates your identity as the sender, as well as the Email Service Provider (ESP), which is Advantage Mail.

Another best practice is to not use URLs as the display text for links in your HTML emails. Instead, use a word or phrase to create the link you desire.

There are mainly two ways:

1. It provides you with the necessary code to put simple forms on your website which allow visitors to subscribe to your newsletter.

2. You can display all of your past email newsletters on your website for visitors to view in an archive.

It is so important to set up a system within your practice to proofread your newsletters before you send them to your whole subscriber list. You can’t recall a newsletter once you’ve sent it! We strongly suggest that you send a test email to at least two people who have not been working on the newsletter so that they will have “fresh eyes” when reviewing it. Have them print it out, make corrections on the paper and sign their initials for accountability.

A common mistake we see in aesthetic practices is neglect of their current databases. Your existing patients are the fastest way to a new booking.

According to Forrester Research, it’s the best return on your investment as a marketing medium today and an amazing 97% of marketers are using or planning to use email marketing this year.

Our design templates make email campaigns perfect for aesthetic practices. Our reporting tools let you know how effective your campaign is. Our library of patient-focused articles provides you with relevant content. Our job is to make it easier for you—all you have to do is get started!

Spam is any email you send to someone who hasn’t given you their direct permission to contact them on the topic of the email (read more about our anti-spam policy). When a recipient marks your email campaign as spam, they are automatically unsubscribed, which means they will no longer receive any emails from you. That spam complaint will be recorded in your reports for that campaign.

We understand that some people may not realize what happens when they mark your newsletter as spam, or they may have hit the spam button instead of simply unsubscribing, so we won’t take any action if there are only a small number of complaints. However, if there are more than a few—about 0.3% of your subscribers on larger lists—you will receive a warning email. If the number of complaints reaches one percent, your account will be automatically locked and you will not be able to send any campaigns. We will notify you by email to resolve the situation.