Reading time 3 minutes

Email marketing is a vital tool for healthcare organisations seeking to promote their products and services to patients and providers. However, several potential pitfalls can make healthcare email marketing campaigns unsuccessful. This article will explore some of the best and worst practices for email marketing in healthcare.

The Pros of Healthcare Email Marketing:

1. Keep it Relevant: When crafting your healthcare email marketing campaign, ensure the content is relevant to your target audience. There is no point in sending emails that will not interest the recipient.

2. Make it Personal: One of the best ways to make your email marketing campaign more effective is to make it personal. Include the recipient’s name in the subject line and body of the email to make it more likely that they will read and act on the message.

3. Keep it Short and Sweet: No one wants to read a long and drawn-out email, so make sure your healthcare email marketing messages are short and to the point.

4. Use a Call to Action: Make sure your email marketing message includes a call to action, such as inviting the recipient to visit your website or sign up for your newsletter.

5. Test, Test, Test: Before you launch your email marketing campaign, test it out on a small group of recipients to ensure that it works as intended.

The Cons of Healthcare Email Marketing:

1. Spamming: One of the worst things you can do with your healthcare email marketing campaign is spam your recipients. IT will not only annoy them but also make them less likely to take action on your message.

2. Sending Unsolicited Emails: Another harmful practice is to send unsolicited emails to people who have not opted in to receive your messages. It is not only annoying but also illegal in many jurisdictions.

3. Buying Email Lists: A third lousy practice is to buy email lists from third-party vendors. Not only is this unethical, but it is also ineffective, as most of the email addresses on these lists are either fake or no longer active.

4. Failing to Test: As with any marketing campaign, it is essential to test your email marketing campaign before you launch it. It will help you identify potential problems and ensure that your campaign is working as intended.

5. Ignoring the Results: One of the worst things you can do after launching your email marketing campaign is ignore the results. Be sure to track your open and click-through rates to determine what works and is not.

How to Get Started with Healthcare Email Marketing

Keep a few things in mind if you want to get started with healthcare email marketing. First, it is essential to have a clear understanding of your goals and objectives. What do you hope to achieve with your email marketing campaign? Once you have a good account of your goals, you can begin to develop a plan and strategy for your campaign.

Next, you will need to develop a list of potential recipients. This can be done by collecting email addresses from your existing patients or customers or by purchasing a list of healthcare professionals from a reliable source.

Finally, you will need to create your email marketing content. This can include various things, such as educational articles, special offers, or even simple updates about your organisation. Once your content is created, you can send emails to your recipient’s list.


Healthcare email marketing can be a great way to reach many people with a tailored message. However, before embarking on an email marketing campaign, some potential disadvantages should be considered. This guide has provided a comprehensive overview of the pros and cons of healthcare email marketing, as well as some tips for getting started.