How one email resulted in 15 appointment bookings
Keppel Dental — a family-run dental practise in Yeppoon — needed a detailed, easy-to-understand email about COVID-19 and Level 2 dental restrictions. The target audience was past and present clients.
The email needed to achieve three things:
- Explain clearly and concisely what treatments could go ahead under eased restrictions as well as what was still off limits.
- Reassure patients that it’s safe to see your dentist for non-emergency appointments.
- Encourage patients to book now in case tougher restrictions are reintroduced.
For patients forced to pause their treatment because of the COVID-19 outbreak the email would also be an information update, letting them know that the business would be in touch to rearrange any cancelled appointments.
What we did
The Australian Dental Association (ADA) and government are keeping health businesses, such as Keppel Dental, by distributing information whenever anything changes.
This content is designed for B2B, so as a copywriter my priority was to ditch the jargon and communicate the meaning of ‘Level 2 restrictions’ in B2C friendly terms.
Although the priority of the email was to inform the reader the copy also needed to encourage sales and include a call to action, which in this case was ‘book an appointment while restrictions are relaxed.’
This single email resulted in 15 appointment bookings.
Of these, five were rearrangements and 10 were brand new appointments.
The email gave people three different ways to get in touch with the practice and make an appointment: replying to the email directly, using the onsite chatbox or using the form on the contact page.
Following the success of this campaign, and with the ongoing easing of restrictions, further messaging is planned.
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