In the age of social media, some DCs may feel email marketing is a thing of the past, or at least less relevant compared to platforms like Instagram or Facebook. However, nothing could be further from the truth.
Email marketing allows you to maintain a personal, professional relationship with your patients while driving engagement and building loyalty. Here’s why email marketing is an essential tool for DCs looking to grow their practice.
The misconception: Why some overlook email
It’s easy to see why DCs might assume email marketing has lost its edge. Social media is ubiquitous, and patients seem to be constantly glued to their phones, scrolling through posts and stories. Additionally, concerns about email deliverability, spam filters and the belief that people rarely open emails anymore might make you hesitant to focus on email as a core marketing tool.
However, email marketing has evolved and adapted to remain a key player in digital marketing. With nearly everyone checking their email daily — even more so than their social media accounts — it’s an ideal platform to communicate directly with your patient base without the noise and distractions of social feeds.
The current power of email marketing
Email marketing allows you to build and maintain strong relationships with your patients in a way other channels simply can’t match. In 2024, there are approximately 4.48 billion email users worldwide. This number is expected to grow to 4.59 billion in 2025 . This provides DCs with an unparalleled opportunity to communicate consistently with patients on a platform they check daily.
Moreover, email marketing offers one of the highest returns on investment across all digital marketing channels. This means when done correctly, email marketing has the potential to deliver significant practice growth and patient retention. Imagine the impact this could have on your patient visits, referrals and overall revenue.
Why you should use email marketing
- Stay connected with patients consistently. Your patients are busy people, and they’re unlikely to check your website regularly to see what’s new at your practice. Email offers a direct line of communication, ensuring patients stay up to date on new services, seasonal promotions and health tips they may find valuable. Whether it’s sending reminders for routine adjustments or sharing the latest research on chiropractic care, email helps you stay top of mind without being intrusive.
- Build trust with personalized communication. Patients trust healthcare providers who communicate consistently and personally. With email marketing, you can segment your patient list and create personalized messages that cater to different patient needs. For instance, you can send one set of emails to existing patients reminding them of regular maintenance visits, and another set of emails to new or potential patients offering a special first-visit discount.
Personalization goes beyond just using someone’s name; it’s about addressing specific patient concerns, interests or health goals. This targeted communication fosters trust and shows patients you care about their well-being.
- Nurture leads and convert new patients. Email marketing is a great tool for nurturing leads and turning potential patients into loyal ones. Imagine someone comes across your practice while researching back pain or chiropractic care. Maybe they’ve subscribed to your newsletter but haven’t booked an appointment yet. With email, you can nurture this relationship by sending informative content about the benefits of chiropractic care, patient testimonials or a special offer for first-time visitors. Over time, these emails build credibility and encourage potential patients to book an appointment when the time is right.
- Promote wellness and patient education. Chiropractic care is all about health and wellness. Email provides the perfect platform to share wellness tips, updates on holistic health approaches and information on new chiropractic techniques. Patients value a DC who educates them about their health, and email gives you the opportunity to position yourself as an expert in chiropractic care. By sharing valuable information, you help patients understand the importance of routine adjustments, preventive care and lifestyle choices that improve overall well-being.
Regularly sending out health-focused newsletters or educational content shows your commitment to patient care and positions your practice as a trusted source of knowledge.
- Drive patient retention with appointment reminders. One of the most effective uses of email marketing for DCs is sending appointment reminders. Many practices still rely on phone calls or text messages, but email is a highly efficient way to remind patients about upcoming appointments. Automated email systems can send reminders a week or a few days before the appointment, ensuring fewer no-shows and helping patients stay on track with their care plan.
These emails can also include helpful tips to prepare for their visit, links to online forms or special offers for follow-up treatments, creating a seamless experience for your patients.
How to make email marketing work for your practice
Now that you know the benefits of email marketing, it’s important to understand how to implement it effectively. Here are some key strategies to help you get the most out of your email campaigns:
- Create eye-catching subject lines. The subject line is the first thing your patients will see, so it’s crucial to make it engaging and relevant. For example, “5 Simple Ways to Keep Your Spine Healthy” or “Miss Your Spine Feeling Fine? It’s Time for a Tune-Up!” pique curiosity and encourage patients to open the email. Aim to keep the subject line short, clear and informative, making sure it aligns with the content inside.
- Segment your audience. Not all patients have the same needs, so your emails shouldn’t either. By segmenting your audience, you can send tailored emails that resonate with specific groups of patients. New patients might benefit from learning more about what to expect during their first adjustment, while long-term patients might appreciate health tips or wellness programs that complement their ongoing care.
- Focus on value-driven content. The goal of your email campaigns should be to provide value. Rather than sending constant promotional messages, mix in educational content like exercise tips, benefits of chiropractic care or healthy lifestyle advice. For example, an email explaining how chiropractic adjustments can improve athletic performance could be useful for your patients who are athletes. Providing value keeps your patients engaged and also positions your practice as a reliable healthcare resource.
- Design for mobile. More than half of all emails are opened on mobile devices, so it’s crucial to ensure your emails are mobile-friendly. This means using responsive design, ensuring your text is readable on small screens and your links and buttons are easy to tap. A well-designed email looks professional and keeps patients engaged.
- Set up automated campaigns. Automation can save you time while ensuring your patients get the right information at the right time. Set up welcome emails for new subscribers, post-appointment follow-ups or seasonal reminders for wellness visits. Automation allows you to nurture relationships without having to manually send each email, helping you focus on patient care.
The future of email marketing in chiropractic
As technology evolves, email marketing tools are becoming even more powerful, offering DCs new ways to personalize and automate patient communication. With advancements in artificial intelligence, email marketing can now help predict patient behaviors, identify patients at risk of dropping out of care and even recommend specific treatments based on patient history.
Additionally, email continues to integrate with other digital platforms. You can use social media to drive new leads to sign up for your email list, or leverage email to direct patients to your latest blog post, video or special offer on social platforms. This multichannel approach ensures a cohesive and well-rounded digital marketing strategy for your practice.
Final thoughts: Embrace email to grow your practice
Email marketing is far from dead, especially for DCs looking to strengthen patient relationships, build trust and grow their practice. Whether you’re using email to educate, promote wellness or simply remind patients of their next appointment, it’s a versatile tool that can help you achieve lasting success.
With personalized, valuable content and the right strategy, email marketing can be one of the most effective ways to connect with your existing and potential patients. As DCs, we know the importance of holistic care — and email marketing should be a key part of the holistic approach to running and growing a successful practice.
MARK SANNA, DC, ACRB LEVEL II, FICC, is the CEO of Breakthrough Coaching. He is a Board member of the Foundation for Chiropractic Progress, a member of the Chiropractic Summit and a member of the Chiropractic Future Strategic Plan Leadership Committee. He is the author of Cracking the Code: Marketing Chiropractic—How Chiropractors Align Spines and Minds, available on Amazon.com. To learn more, visit mybreakthrough.com.
