Main Street Publishing Pty Ltd facilitates email communication to members of the dental community.
Email Campaigns allow you to reach your target audience with immediacy. Unlike advertising in our publications, which are read by dental professionals at a time of their choosing, emails can be a fast and effective method of communication but equally, have a very short lifespan.
Emails have the power to elicit a direct and immediate response from the recipient that can be precisely tracked and its impact analysed in depth.
To use email effectively, however, it has to be seen as a completely new way to communicate!
You only have a second!
Unlike print advertising that can keep working for long periods of time, an email message has a lifespan of a second. A combination of the Subject line and the opening text and graphics of your emailed message must have an immediate impact on the recipient - you literally have about a second before the delete key - or worse, the opt-out link - is clicked and your opportunity is lost (and opt-out is forever!).
Time-poor professionals receive dozens if not hundreds of emails a day. Most of these are unsolicited and often unwanted. Even if your email has made it into their In-Box, past the spam blocking software and other filtering mediums, there is no guarantee it will be read.
Everyone is looking for a reason NOT to read an email - we just receive too many these days - so your message must be unique and carefully crafted to solicit the attention of your audience. It should be newsworthy, time sensitive and encourage immediate action. And the message should be short, clear and concise - links to your website can deal with anyone that desires detail.
Email is increasingly read on smart phones
It is important to remember that more and more professionals are using devices like Smartphones to receive emails. These devices have small screens and email is often loaded without images and attachments in the first instance. Email communications must be carefully crafted to ensure your message is understood regardless of whether it is read on a desktop PC, laptop, tablet or smartphone or other mobile device.
Forget newsletters: Your money - your message
Email should never be confused with print media. The front page of a printed newsletter will always be seen in its entirety and even a catchy article on the bottom of the page has some hope of being read. When an email version of a newsletter arrives in your In-Box however, like any email, only the first few centimetres have any guarantee of being seen, let alone read. As a result, those first few centimetres are critcal!
And, if you're reading your email on an iPhone, your chance to connect is smaller still.
If the same repetitive graphic is used at the top of every email as happens with newsletters, then the inbuilt internal "spam filtering" of our brain is instantly motioning us toward the delete key (or worse!).
When time is short, we are looking for any excuse to move to the next message... and time these days is increasingly short.
Hence, the idea of creating more impact for your message by burying it in a third party's e-newsletter is more often than not erroneous. E-newsletters are a dime a dozen and because they are published so frequently, their content is often of limited value. Even when there is something worth reading, the recipient has already deleted the message based on past experiences and moved on.
If you only use email when you have something newsworthy, timely, special or action-oriented to say, then you don't need anyone else's message getting in the way.
At Main Street Publishing, we distribute email campaigns on behalf of our clients that are focussed on creating impactful results. And because you are paying for the email, we believe the only message it should deliver is yours!
Respecting the medium
Whilst email campaigns can be very effective when used to deliver the right message, it must also be respected as a medium. Sending a continual stream of emails that deliver the same message over and over will quickly lose their impact. Again, use email when you have something newsworthy, timely, special and action-oriented to say; the impact will be far greater and your target audience far more appreciative of your respect for their time.
Targeting your email campaign
Email Campaigns can be tailored to your specific requirements to save on cost and reduce the number of emails practitioners receive. Email Campaigns can be sent to:
NB: Unless specifically requested, we do not send your email to members of the dental industry as this can lessen the impact of your campaign if it contains, for example, special offers on products or an exclusive promotion.
Organising an email campaign
The process to send an email campaign involves the following steps:
Tracking and Reporting
Upon completion of your campaign, a tracking report will be provided indicating the number of:
Using Email Campaigns...
Email Campaigns are ideal to communicate: