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With the ever-changing healthcare landscape, staying up-to-date on the latest marketing trends is more important than ever. Email marketing is a great way to reach out to potential and current patients, but there are a few things you should keep in mind. In this article, we’ll go over some dos and don’ts of healthcare email marketing.

1. The Dos and Don’ts of Healthcare Email Marketing

Do Use a Professional Email Address

Your email address is often the first impression you make on a potential patient. You want to make sure you’re using a professional email address that includes your name or your practice’s name. Avoid using generic email addresses like

Do Keep Your Email List Up-To-Date

One of the most important things you can do for your email marketing campaign is to keep your email list up-to-date. Ensure you regularly clean your list and remove any invalid or inactive email addresses. This will help improve your deliverability and ensure that your emails reach the right people.

Do Personalise Your Emails

Personalised emails have been shown to perform better than generic emails. You can personalise your emails in several ways, including using the recipient’s name in the subject line or body of the email. You can also segment your list and send targeted emails to specific groups of people.

Do Make Your Emails Mobile-Friendly

More and more people are reading their emails on their mobile devices. That’s why it’s essential to make sure your emails are mobile-friendly. This means using a responsive email template and avoiding large images or complex layouts.

Do Use a Call-to-Action

Every email should have a call-to-action (CTA). This button or link encourages the recipient to take a specific action, such as scheduling an appointment or signing up for a newsletter. Your CTA should be clear and visible, and it should lead to a landing page that’s optimised for conversions.

Don’t Send Spam Emails

Sending spam emails is a surefire way to damage your reputation and alienate potential patients. Ensure you’re only emailing people who have opted in to receive them—giving recipients an easy way to unsubscribe from your emails would be best.

Don’t Buy Email Lists

Buying email lists is a bad idea for several reasons:

1. You need to determine if the people on the list want to receive your emails.

2. You need to find out if the email addresses on the list are valid.

3. You could end up on a blocklist if you’re caught sending emails to bought lists.

Don’t Ignore the Data

Email marketing is a data-driven activity. That means you should constantly measure your results and make adjustments based on what you see. Consider things like open rates, click-through rates, and unsubscribe rates.

Don’t Forget to Test

Before you send out your email, make sure you test it. Send a test email to yourself and a few other team members. This will help you catch any typos or errors and ensure that your email looks the way you want it to.

Don’t Neglect Your Email List

Your email list is one of your most valuable assets. Make sure you’re taking care of it by regularly cleaning it, segmenting it, and making it up-to-date.

2. Crafting Effective Healthcare Email Marketing Content

When it comes to email marketing in the healthcare industry, it’s essential to strike the right tone. After all, you’re dealing with sensitive information and people’s health. That’s why it’s crucial to come across as professional yet compassionate and understanding.

Your email marketing content should be well-thought-out and carefully crafted. Every word counts, so make sure you choose them wisely. Take the time to edit and revise your content until it’s perfect.

Your healthcare email marketing content should be designed to educate and inform your recipients. Use clear and concise language to make complex topics easy to understand. And always include a call-to-action so recipients know what to do next.

By following these tips, you can craft effective healthcare email marketing content that gets results.


Healthcare email marketing can be a great way to reach out to patients and potential patients. However, keeping a few things in mind when crafting your email campaigns is essential. Ensure your emails are explicit and concise and include a call to action. In addition, be sure to comply with all applicable laws and regulations. Following these tips can create successful healthcare email marketing campaigns to help you reach your marketing goals.