If you are serious about marketing to your patients, you’ve probably created some awesome designs that you are proud of. Maybe you worked with a graphic designer to create a flyer advertising a seasonal offer or a beautiful brochure with photos of your newly renovated office. You’ll want to get the most use out of these materials because they look great and you spent time and money on them.
It might seem like a no-brainer to save the image as a large JPEG or PDF file to include in your marketing emails. YAPI’s integration with MailChimp makes it easy to send email blasts to your patients. It’s quick and cost effective.
This is actually not a good idea, for reasons you may not know. So let’s discuss why including large images in your emails is not recommended.
Large Images Raise Spam Red Flags
When email messages contain a lot of images, spam filters are on high alert. A single large image increases the alert to the max. Your message is likely to be flagged and will often go directly to the spam box. There’s a good chance your patient won’t see the email at all.
If your email gets lucky and doesn’t get sent straight to the spam folder, it’s still not in the clear. Many email systems such as Gmail and Outlook block images from loading. When a patient opens the email, it appears blank. The images will be replaced by white space. If you didn’t include any text in the message, they won’t see anything except maybe the “unsubscribe” button at the bottom. Your patients will be confused, possibly annoyed and dismiss the email. Your message won’t resonate and at worst, it can leave a bad taste in their mouth.
Your Email is Not Made for Mobile
The templates you set up on a desktop computer are not typically compatible with a mobile device. A message that looks amazing on your computer can appear cut-off or distorted on a phone. Many of your patients view their emails from their phone. If they can’t immediately understand your message, they will delete it rather than zoom in or play with their phone to better see it.
A way around this could be to link the image from your website to have your patients download the PDF from there. While this is an option, understand that it requires extra time. Your patients wake up to full inboxes each day. They want to sort through mail as quickly as possible to decide which messages are important – and trash the rest. An email from their dentist, basically asking them to do something rather than providing value, is not a priority.
What to Do Instead
While we don’t recommend that you add large images to your emails, you can still re-use your brilliant, eye-catching marketing collateral! Share the image on your social media pages, include it on your own website and use it as a background image on the iPads your patients use for check-in.
To turn a PDF file into an image to share on social media, open the PDF and choose File -> Export. For the “Format” option, choose either PNG or JPEG and click Save. Now, you will be able to upload the image to post on your practice’s Facebook or Twitter page.
Certain image sizes are best for different social media platforms. The recommended image size for Facebook posts is 1200 x 630 pixels. The recommended image size for Twitter posts is 1024 x 512. To adjust the size, open the image and click Tools -> Adjust Size on the toolbar. Enter in the recommended width and click OK. The dimensions will then be as close to the recommended size as possible. The image will take up its full size allotment and appear clear when you upload it to Facebook or Twitter.
“The holidays are coming and we have a special gift for you. Head to our Facebook page for more details or call us today.”
You can add a hyperlink to the words “Facebook page” that directs right to your page. You will have already uploaded the image in question with a short description on your page. You can “pin” the posted image to the top of your Facebook page so it’s the first thing they see when they click on your email link.
To “pin” an image, click the light gray arrow in the upper right corner on your post. Click the first option that says “Pin to Top.” The post will remain at the top of your page. This is a great strategy for when you create a post you are proud of and want more people to see it. It might even be a future patient’s first impression of you.
Email marketing and social media marketing helps you stay connected with current patients and even bring in new patients. When you create great marketing collateral such as a poster or brochure, you can reuse it on multiple platforms. Just don’t include the full image in your email blasts!