5 Do’s (And 6 Don’ts) of Healthcare Email Marketing

“Email marketing is dead.” We’ve heard that a lot. But is it really? Points Group is here to tell you that email marketing is alive and well, and it can give your practice the boost it needs to attract new patients and cut down on churn. We’re all about evidence-based practices around here, and the statistics don’t lie:

If you’re not using email marketing, you are leaving money on the table. But email marketing can be tricky, especially for healthcare providers. Not only must you contend with FTC regulations and anti-spam processes, but you also must be mindful of HIPAA violations.

Not to worry. Following these simple do’s—and avoiding the don’ts—will give you a leg up over practices that neglect email marketing entirely or do it poorly.

Email Marketing Do’s

1. Do Use a Preheader – A preheader in an email is the text directly below the subject line when an email is viewed in the inbox. It appears in desktop and mobile views. Preheader text is valuable because it offers a second chance to capture the reader’s attention to entice them to open the email.

2. Do Use Automated Campaigns – Automated campaigns are emails that send to your list of contacts on an automated basis. Automated campaigns include:

  • Appointment reminders
  • Schedule/change/cancel appointment
  • Happy birthday emails
  • Notification of a new blog post on your site
  • Welcome series (for new patients)
  • Asking for a review

…and more. Automated campaigns help you stay engaged with your audience and have a 70.5 percent higher open rate and 152 percent higher clickthrough rate than non-automated emails.

3. Do Include a Call To Action – A call to action, or CTA, is copy that “calls” on your audience to take a specific action. For example, “Learn More,” “Call Now,” or “Schedule an Appointment.” The call to action links to a landing page on your website with relevant content to what your audience needs to do. Calls to action increase the likelihood of conversions.

4. Do Segment Your List – Segmentation is one of the cornerstones of direct marketing. Different people need different messaging, just like different patients need different treatments. You probably wouldn’t suggest a knee replacement to an active 30-something with a meniscus tear; so, why would you use the same messaging for that active 30-something as you would for a 65-year-old with type 2 diabetes and heart failure? Segmenting your list ensures your message reaches those who will benefit from it the most.

5. Do Test Your List Using A/B Testing – Because email marketing is so inexpensive, it’s also easy to test. Approach it scientifically: make one email the control and then test one variable at a time. Then, you’ll send them both out to different samples of your list to find the most effective combination. That’s A/B testing. You can test subject lines, copy, images, calls to action, different messages to different lists. Go crazy.

Email Marketing Don’ts

1. Don’t Mail to Prospects Who Haven’t Opted In — There’s a name for this. Can you guess what it is? We’ll give you a hint: it’s also a popular (debatable) meat-based (also debatable) product. That’s right … it’s spam. Mailing to people who don’t want to be mailed to is a surefire way to get your domain flagged, kill your delivery rate and decrease the effectiveness of future campaigns, not to mention alienate the very people you’re trying to attract. Rule of thumb: if they haven’t told you they want it, don’t send it.

2. Don’t Just Collect Email Addresses At The Office — Another way to acquire email addresses is via your website. A sign-up form can be created within the footer of a website that captures email addresses. Not only will this strategic placement not interrupt the website experience but it allows people to opt-in without any extra work on your end! A person simply signs up and is automatically added to your email list.

3. Don’t Forget About Mobile Users — You may know how important mobile-responsive websites are, and you may even know that Google looks at the mobile version of your website first. You should also know that nearly half—53 percent—of emails are opened on a mobile device. Think of the folks reading your emails on their phones and design with them in mind. Text should be short, images should be well-chosen and well-optimized, and be sure to view a test email on your phone before you send it to your list.

4. Don’t Neglect Your Subject Lines — Your subject line may be the most important part of your email. A poor subject line will get your email filed in trash or spam. First, test your subject line; CoSchedule’s Headline Analyzer is a Points Group favorite.

5. Don’t Put Your Recipient’s Name Right in the Subject — This is easy to do with automation software (you are using automation software, right? See the second “do” above). And, keep it brief. Marketo sent 700,000 emails to determine the best subject line length, and found that seven-word lines had the most engagement. Try to keep your subject lines under 50 characters.

6. Don’t Leave Your Social Media Followers Hanging — We know your Facebook and Instagram followers already want to hear from you. Why not give them an opportunity to join your email list as well? A sign-up form can be embedded directly onto your Facebook page as another tab via various free third-party apps. Another option is to create a landing page link with the signup form that can easily be added right to your social media platform.

Armed with these tips, you’ll be well on your way to patients’ and potential patients’ inboxes. But what do you send? Try these six emails every practice should send. And if you’d like to take a hands-off approach, reach out to Points and let us handle your email campaigns.

Our Partners

facebook marketing partner
google partner
shopify logo
hubspot partner program

Subscribe to Our Newsletter!

@ 2023 Points Group / All Right Reserved

Privacy Policy

This Privacy Policy governs the manner in which Points Group, LLC collects, uses, maintains and discloses information collected from users (each, a “User”) of the https://www.pointsgroup1.10web.me website (“Site”). This privacy policy applies to the Site and all products and services offered by Points Group, LLC.


We may collect personal identification information from Users in a variety of ways, including, but not limited to, when Users visit our site, subscribe to the newsletter, respond to a survey, fill out a form, and in connection with other activities, services, features or resources we make available on our Site. Users may visit our Site anonymously. We will collect personal identification information from Users only if they voluntarily submit such information to us. Users can always refuse to supply personal identification information, except that it may prevent them from engaging in certain Site related activities.


We may collect non-personal identification information about Users whenever they interact with our Site. Non-personal identification information may include the browser name, the type of computer and technical information about User’s means of connection to our Site, such as the operating system and the Internet service providers utilized and other similar information.


Our Site may use “cookies” to enhance User experience. User’s web browser places cookies on their hard drive for record-keeping purposes and sometimes to track information about them. User may choose to set their web browser to refuse cookies, or to alert them when cookies are being sent. If they do so, note that some parts of the Site may not function properly.


Points Group, LLC may collect and use Users personal information for the following purposes:

  • To improve customer service
  • Information you provide helps us respond to your customer service requests and support needs more efficiently.
  • To personalize user experience
  • We may use information in the aggregate to understand how our Users as a group use the services and resources provided on our Site.
  • To improve our Site
  • We may use feedback you provide to improve our products and services.
  • To run a promotion, contest, survey or other Site feature
  • To send Users information they agreed to receive about topics we think will be of interest to them.
  • To send periodic emails
  • We may use the email address to respond to their inquiries, questions, and/or other requests. If User decides to opt-in to our mailing list, they will receive emails that may include company news, updates, related product or service information, etc. If at any time the User would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.


We adopt appropriate data collection, storage and processing practices and security measures to protect against unauthorized access, alteration, disclosure or destruction of your personal information, username, password, transaction information and data stored on our Site.


We do not sell, trade, or rent User’s personal identification information to others. We may share generic aggregated demographic information not linked to any personal identification information regarding visitors and users with our business partners, trusted affiliates and advertisers for the purposes outlined above. We may use third party service providers to help us operate our business and the Site or administer activities on our behalf, such as sending out newsletters or surveys. We may share your information with these third parties for those limited purposes provided that you have given us your permission.


Users may find advertising or other content on our Site that link to the sites and services of our partners, suppliers, advertisers, sponsors, licensors and other third parties. We do not control the content or links that appear on these sites and are not responsible for the practices employed by websites linked to or from our Site. In addition, these sites or services, including their content and links, may be constantly changing. These sites and services may have their own privacy policies and customer service policies. Browsing and interaction on any other website, including websites which have a link to our Site, is subject to that website’s own terms and policies.


Points Group, LLC has the discretion to update this privacy policy at any time. When we do, we will revise the updated date at the bottom of this page. We encourage Users to frequently check this page for any changes to stay informed about how we are helping to protect the personal information we collect. You acknowledge and agree that it is your responsibility to review this privacy policy periodically and become aware of modifications.


By using this Site, you signify your acceptance of this policy. If you do not agree to this policy, please do not use our Site. Your continued use of the Site following the posting of changes to this policy will be deemed your acceptance of those changes.


If you have any questions about this Privacy Policy, the practices of this site, or your dealings with this site, please contact us at:

Points Group, LLC


150 Morristown Road, Suite 220

Bernardsville, NJ 07924

This document was last updated on July 24, 2014