Compass Dermatology’s Open Rates Get a Boost
When Drs. Julia Carroll and Sonya Cook joined forces in 2012, they had one vision—to open a state-of-the-art clinic, offering quality dermatological care to patients in a convenient and comfortable setting. With their emphasis on ethical, natural cosmetic treatments and procedures, and their uncompromising excellence, they quickly became one of Toronto’s leading cosmetic medicine boutiques.
You may recognize Dr. Carroll from her appearances on “The Morning Show” and in other media outlets—like Elle Canada and Buzzfeed. She’s Toronto’s go-to physician for her mastery of all things skin, routinely talking truth about sun safety, melasma, cancer, the aging effects of sugar consumption, and even “buttne” (that’s acne—well, you can guess where).
Compass Dermatology contacted Email Broadcast in 2014. The doctors were no strangers to smart marketing practices. Yet, as business increased and their list of email addresses grew, they found they didn’t have the time or energy to devote to building a successful email marketing campaign on their own. Their resources and expertise were better spent focusing on patient satisfaction, cutting-edge equipment and techniques, and a welcoming environment.
“My experience with Email Broadcast has been excellent since we started together in 2014. They really get “our voice” which helps in communicating our message. As a small operation, the ability to outsource this aspect of our marketing has meant consistent messages with great feedback from patients.” — Dr. Julia Carroll, Compass Dermatology
After a thorough assessment, our Email Broadcast team went to work. We devised a strategy to engage their existing readers and invite new ones into the fold, using the doctors’ uniquely playful and always-informed voice throughout messages.
In short, we determined we would:
1. Convert web visitors into subscribers by creating a compelling and stylish SuperCollector that would resonate with their audience.
2. Develop a warm and inviting welcome series to introduce new subscribers to the Compass team of dermatologists, their facilities, and the services they provide.
3. Create a real-time trigger message to celebrate patients with a $50 gift certificate before their birthdays.
4. Send monthly broadcasts to inform subscribers of the up-and-coming trends in aesthetic medicine, announce offers and promotions, and notify the monthly giveaway winner.
The results? Compass Dermatology’s open rate for all messages is 31.9%, while their automated welcome series sees an open rate of 65.1%. That may not be a collagen boost, but it’s a BIG lift nonetheless—especially when you consider the beauty and personal care industry open rate average of 17.01%.
As Email Broadcast continues to build captivating, entertaining, and genuinely informative messages for Compass Dermatology’s monthly newsletter, their medical practice keeps growing. We’re thrilled at the news of their recent expansion, a clear testament to the doctors’ commitment to excellence, natural beauty, savvy marketing methods, and—most importantly—their loyal patients.
Email Broadcast Founder Ken Mahar had to this to say about working with Compass Dermatology: “Many business owners are concerned that we won’t ‘get their voice’ or understand their complicated industry with its unique language. I like to point to our work with Compass Dermatology as proof that these companies will be surprised at how quickly my team gets up to speed. Serving a Canadian healthcare company with different rules for handling medical marketing has called for careful management of the CASL spam compliance and the adoption of a sophisticated and savvy voice. Yes, it’s hard. But it’s why we get up in the morning. It’s been a pleasure to serve Drs. Carroll and Cook throughout the years and be a part of their success.”