A Definitive Guide on Email Marketing for Dentists

Why is email marketing for dentists so effective?

Email marketing gives dentists a direct and personal way to communicate with patients. Here are some reasons why it is such a powerful tool:

• Improved trust and relationships. By regularly engaging with patients through email, you can establish trust. Like dental direct mail, emails can help you stay top of mind, thereby reinforcing trust and connection with the healthcare provider.
• Targeted marketing. Email marketing allows you to segment patient lists. As a result, you get to deliver tailored messages to specific groups. Such a personalized approach ensures that your content is relevant to each recipient. It also increases engagement and conversions.
• Cost-effective communication. Email marketing is a cost-effective method of reaching out to patients. According to Litmus, email drives an ROI of $36 for every dollar spent. So, with minimal investment, you can distribute engaging content directly to patients’ inboxes, that is why email marketing for a small business is always a good idea.
• Increased appointment bookings. Sending reminders through emails can encourage patients to book regular check-ups. In the long run, it could lead to increased appointment bookings.

Dentist email marketing messages to send out

Now, we will guide you through some email types dentists could include in dental newsletters. 

Welcome emails

The welcome email is the first impression you make on prospective clients. According to Get Response, welcome emails have an average open rate of 63.91%. You should use this potential to your advantage.

In general, a welcome email should be a warm introduction to who you are. With that in mind, include a brief overview of the services you provide. You could also use it as an opportunity to highlight what emails the client should expect to receive from you in the future.

The example above is a real welcome email from toothpaste brand Pärla.

Take a look at the structure of the email: it starts with keywords about the brand and immediately offers new customers a promo code to use. The brand continues with a link to the statement about commitment to quality and transparency — this positions them as responsible and trusted. 

At the end of the welcome email, Pärla uses a wildly popular marketing technique — user-generated content, which in this case are customer testimonials. This will also be perfect for a dental practice: you can showcase your patient reviews, state your mission, and offer something extra for your clients.

New product or service launch emails

Are you introducing a new product or service? If so, send out an email to let patients know about it. Explain its benefits, and mention any exclusive offers or discounts associated with the launch. 

Encourage the recipients to take action. For example, you could include a link to an online store selling the product in question. 

Take the launch email from the toothpaste brand Boka for example:

This email is the perfect example of a good structure and clear message. Boka listed all the benefits of a new product with small explanation captions for them but did not go overboard with information. The brand included three call-to-action buttons in different parts of their email, but with one message and link, so whenever a customer has made a decision to shop, the link is there.

Educational content and how-to emails

Marketing and education go hand in hand: almost every brand wants its customers to learn more about the product and make the right decisions. With that in mind, companies create educational newsletters, put together workshops and webinars, or share useful tips and insights from experts. Email is a perfect tool for educational marketing, especially in medical or hygiene-specific fields: providing customers or patients with great advice or quick lessons helps to build a trusted and reputable brand. 

While learning might be associated with boring school lessons, it doesn’t have to be this way. The flossing brand Flaus took an unusual and fun approach for their email marketing campaign: they used frequently asked questions (or FAQ) to educate their subscribers on both the flossing process and the brand.

The message seems personal since it’s not just the brand, but its founder who answers all questions. This email explains how to use an electric floss safely and effectively while promoting the product. Bright colors help to make the email (and the brand) look modern and cool.

Reminder emails

Send regular appointment reminders to ensure prospective patients don’t miss any scheduled visits. Include the appointment date, time, and any necessary instructions. Aside from that, offer the option to confirm, reschedule, or cancel the appointment. It is guaranteed to improve patient satisfaction and reduce missed appointments. It also reduces the staff’s workload. They no longer need to contact every patient by phone.

The message here gets the point across. First, the recipient sees the logo of the dental clinic and a greeting. It is worth noting that the message uses the recipient’s name, making the email sound friendlier. 

Then, there is the date and time of the appointment. The bold fond makes it so that both are clearly visible. It helps the email fulfill its purpose, which is to get the client to show up to their appointment.

Celebrating a patient’s birthday

Make patients feel special by sending birthday greetings. Include a sincere message, as well as a small token of appreciation. 

To give an example, it could be something as simple as a discount:

While the email above does not contain a discount, it still fits the bill. It starts with a fun and interesting image of a toothbrush stuck in a birthday cake. Above it, Colgate asks the recipient when their birthday is.

It’s a promise of a discount. If the recipient shares when their birthday is, they are bound to receive it on their birthday. They just have to click on the red button at the bottom of the message and follow the instructions on the website it links to. The text on the button is a unique call to action, too. It sounds fun and gives the message a unique vibe.

Targeted promotional emails

Consider offering discounts on teeth whitening, dental cleanings, or other popular treatments. If you want to make such emails more effective, invest in personalization. A promotion that is relevant to a patient’s history or preferences is bound to be compelling.

In the case of the email above, the recipient has a history of crowding issues. So, Smile Direct Club sent them a message related to clear aligners. It outlines the entire process of applying for the aligners. It also mentions their affordability. Such straightforwardness makes the recipient much more likely to send in an application.

How to start a dental practice email marketing campaign

Digital marketing can be tricky and overwhelming, especially for beginners. If you just started your marketing campaign for your dental practice, these tips will help you to achieve great results:

1. Decide on an email marketing service

The first step is to choose an email marketing platform that has special features and functions not available in regular email clients like Gmail. There are many options available, such as Selzy, Mailchimp, and Constant Contact. While it’s useful to look at the prices first, consider not just a plan, but different features you might need, a user-friendly interface, and templates. Other important features include automation capabilities and good deliverability rates. In case you need help, here’s an article about the best email marketing services.

2. Come up with a valuable freebie to boost sign-ups

People love getting things for free, and you can use it to your advantage. Encourage your patients, existing or future ones, to sign up for your email list with a valuable freebie. It could be a step-by-step guide with oral health tips or a discount coupon for dental services. Make a social media post, or print a poster to hang in your office, and see how your list is growing by the day.

3. Start promoting your forms and collecting emails

Now, it is time to start promoting your email sign-up form on your social media and your website. As we’ve mentioned above, you can collect email addresses at your dental office. It could be as simple as asking patients to sign up when they are at the reception desk. Hanging up a poster in the hallway or putting around QR codes are also good options.

4. Set clear goals

Before you start sending emails, define goals for your email marketing campaign. Do you want to increase appointment bookings? Or looking into launching your line of dental care products? Every next step will depend on the type of goal you’ve chosen.

5. Start sending out emails

Whenever there is a new subscriber, start with a welcome email. As mentioned above, it helps introduce new clients to your dental practice, see for themselves the benefits of your services, and set you up as a caring professional. Then, plan a content calendar and start sending out dental newsletters on a regular basis.

To always stay on top of the email game, don’t forget to follow email marketing trends.

6. Monitor the results

Finally, remember to monitor and analyze the results of your emails. Most email marketing platforms provide analytics tools to track key metrics, such as open rates, click-through rates, and conversions. Some of your emails will perform better than others, and this will give you insights and guidance for your next campaign.

Dental email marketing best practices and tips for better results

Craft quality content

Content is king. The more engaging, catchy, and valuable your content, the better chances your subscribers list will grow and your clients will choose your services. Here are a few ideas for the content of the next email campaign for your dental practice or product:

• Oral health and hygiene tips. To leverage it, make them short and practical, and use examples or illustrations. 
• Educational newsletter. What’s the science behind that unusual toothpaste TikTok is talking about? Why should you give 30 minutes before drinking your next glass of water? Use interesting trends and facts to keep your readers engaged, but make sure not to overwhelm them. This is for fun learning, not for a university thesis! 
• Updates and news. Keep your subscribers informed on your dental practice’s newest features, additions to your staff, or partnerships. 

Whatever path you will take, always mention the value this content brings to your reader. For example, “These hygiene tips will save you hundreds of dollars” is both a value point and a good subject line. Use a friendly and conversational tone to build a connection with your audience. Incorporate images, infographics, and videos to make your emails more visually appealing and easy to read.

Leverage automation

Email marketing automation is a feature that saves you time and money. With it, your emails will find subscribers at the right time. Here’s how you can use it:

• Set a reminder for the next appointment, those are always helpful for patients! 
• Send offers for special occasions. For example, a discount or additional service as a birthday congratulation will be a nice touch. 
• Craft your newsletters in advance, but send them at a specific time — weekly or biweekly.

The best part? With automation, your email software will keep track of it instead of you.

Add personalization

Personalization is key to making your email marketing campaigns more friendly and effective. Address your patients by their names, or add specific dental care content that will be useful for a specific group of clients. That way you will present yourself as a client-oriented dental practice and show your clients genuine care. 

You can also use another powerful tool — dynamic content. With it, your email content changes depending on who receives the email. For example, your patients will receive different service discounts based on their most frequent procedures or get holiday cards based on the holidays they follow.

Take advantage of A/B testing

A/B testing involves sending two versions of an email to a small portion of your audience to see which one performs better. 

You can test different elements such as subject lines, email designs, calls-to-action, or sending times. The results will give you insights into your subscriber’s likes and dislikes. For example, you might find out they don’t care for certain news, but open every email with advice on teeth brushing.

Final thoughts

Now, let’s review what the key takeaways for dental practice email marketing are:

• Use emails to deliver important information or valuable offers at the right time. With automation and personalization set up, your clients stay engaged and informed, while you save time and money. 
• Explore different email types, including welcome emails and promotions. Include educational tips and news to showcase yourself as a trusted doctor and expert. 
• Keep experimenting with your email campaigns. Try A/B tests, different designs, and subject lines to see what works best for your patients.

This article was originally published in June 2023 and was updated in February 2025 to make it more relevant and comprehensive.