How Dentists Can Book More Patients With Email Marketing
Want to boost your schedules by 266%?
Stick with me, and I’ll show you exactly how email marketing did that for one of our dentists.
The Power of Email Marketing for Dentists: Why It Should Be Part of Your Strategy
In today’s competitive environment, having an online presence isn’t enough. Email marketing for dentists bridges the gap between attracting leads and converting them into loyal patients.
Unlike social media or paid ads, email gives you direct access to your audience—both existing patients and potential patients. This means you can deliver targeted messages right into their inboxes, keeping your practice top-of-mind without being intrusive.
Why Does Email Work So Well?
- Personal Connection: Emails feel like a one-on-one conversation, especially when tailored to your audience.
- Cost-Effective: With an average ROI of 4400%, email remains one of the most affordable marketing strategies for dental practices.
- Boosting Patient Engagement: Regular communication through emails ensures that patients remain informed, connected, and more likely to take action.
The Challenge: Turning Leads Into Patients
Our client, Dr. Koogler from Cascade Integrative Dentistry, had plenty of potential patients coming in through his paid ads, but not many were turning into scheduled appointments.
So, we worked closely with his front desk team to improve follow-up with those leads.
But that’s not all …
We also introduced a powerful email marketing strategy to nurture those leads, so scheduling them was SO much easier when the front desk team reached out.
And within just two months, everything changed.
The Results: A 266% Increase in Scheduled Appointments
Patients started scheduling more, calling back, and even texting the office!
In this video, I’ll show you our exact email strategy that we used with this office, from subject lines to email copy, and even the design, so you can implement it and schedule more appointments.
Why Trust Me?
And if you don’t know me, I’m Mel, the Marketing Director of Roadside Dental MarketingThis link leads to the Home page.
I’ve spent the last four years studying email marketing because when it’s done right …
It delivers one of the highest returns on investment in your marketing strategy.
That’s a 4400% ROI!
Why Email Marketing Works for Dental Practices
Here’s why email marketing for dentists works so well:
Building Long-Term Relationships
Dental practices thrive on trust and rapport. People need eight to 21 touchpoints before making a decision, like booking a dental appointment.
Emails are a low-pressure way to stay top-of-mind while gently encouraging them to book an appointment.
The Personal Touch of Email Marketing
Emails are super intimate. Existing patients and potential ones alike often check their emails multiple times a day.
Fun fact: 45% of people check their email while using the bathroom. That’s some personal VIP access right there.
A Missed Opportunity for Dental Practices
If you’re not leveraging email marketing efforts, you’re missing out on a cost-effective way to boost patient engagement and book more appointments effortlessly.
So, if you’re not using email marketing, you’re missing out on huge opportunities to book more patients effortlessly.
What Kind of Emails Should Dentists Send?
Here’s where the magic happens:
#1 Welcome Nurture Series
Welcome new patients to your practice. Consider sending:
- A personal video introduction.
- Educational content about what they can expect during their visit.
- Warm, inviting messages to build rapport before their first appointment.
#2 Long-Term Nurture Email Campaign
Think of this as delivering valuable insights straight to your patients’ inboxes.
You’re already giving advice daily in your dental office—why not automate it?
For example:
- Oral health tips, like how to brush and floss properly.
- How to handle dental emergencies.
- Signs of gum disease to watch out for.
#3 No-Show Sequence
This sequence targets patients who miss their appointments. A friendly reminder email could bring them back.
#4 Reactivation Email Campaign
You could do reactivation emails for inactive patients.
You could even do email marketing for inactive patients who don’t accept a treatment plan. Give them a gift/offer to nudge them to say yes.
There are many ways you can take advantage of emails in your marketing.
But today, let’s focus on the strategy that increased our client’s scheduled appointments by 266%.
#5 New Lead Nurture Sequence
Whenever someone expressed interest in Dr. Koogler’s ads, they would get put into this email sequence.
Let’s break down those emails one by one …
Email #1: Welcoming Leads
The first email congratulated leads on taking the first step toward improving their oral health and introduced the practice with a personal touch.
- Included personal photos and a video.
- Focused on creating an emotional connection by emphasizing the benefits of prioritizing oral health.
- Resulted in more than 45% open rate and 9% click-through rate—far exceeding the industry benchmarks of 22% and 3%, respectively.
Email #2: Addressing Common Fears
Fear of the dentist is common, so this email reassured leads with messaging about anxiety-free dentistry.
- Highlighted specific services designed to ease dental anxiety.
- Used a warm, empathetic tone to build trust.
- Open rate: 50%.
- Click-through rate: 7%.
Email #3: Emphasizing Judgment-Free Care
This email tackled another barrier: fear of judgment. Many people avoid dental visits because they’re embarrassed about the state of their teeth.
- Positioned the practice as a “judgment-free zone.”
- Featured social proof, including video testimonials and Reddit comments, to show others who felt the same.
- Reinforced that their team cares about helping patients without judgment.
Email #4: Highlighting the Dentist’s Personality
Email 4 focused on building a connection with Dr. Koogler.
- Showcased his personality, making him relatable.
- Highlighted his credentials to establish trust and authority.
- Result: Over 80% open rate, as patients were eager to learn about the person behind the practice.
Email #5: Tackling Misconceptions About Dental Care
This email addressed the common misconception that dental care is only necessary when teeth hurt.
- Used empathy to acknowledge this belief and educate patients on the importance of preventative care.
- Featured social proof, including Reddit comments, to normalize their concerns and build trust.
- Helped patients feel informed and confident about booking an appointment.
Email #6: Creating Urgency
The final email created a sense of urgency to motivate patients to act.
- Highlighted that the special offer they signed up for was ending soon.
- Addressed cost concerns to eliminate financial barriers.
- A/B tested subject lines, with the urgency-focused version performing best.
Each email in the sequence was designed to build trust, provide value, and gently nudge leads toward booking appointments.
And when paired with the front desk manually calling those leads, it worked!
In fact …
See the call scripts we used to train front desk teamsThis link leads to a blog post on converting new patient calls into appointments to use to start turning leads into booked appointments.
Email Marketing Best Practices for Dental Practices
Leverage Personalization
Personalization is a key factor in successful email marketing for dentists. By addressing your patients by name and tailoring content based on their previous interactions or interests, you make them feel valued. For example, if a patient recently had a teeth cleaning, you can send them an email with oral health tips and reminders for their next check-up.
Segmenting your patient list by treatment type or history allows you to send even more relevant, personalized emails. This not only boosts engagement but also strengthens your relationship with patients, encouraging them to book more appointments.
Optimize for Mobile
Did you know that most emails are opened on mobile devices? That’s why it’s critical to optimize your dental email marketing campaigns for mobile viewing. Ensure your emails are responsive, meaning they adapt seamlessly to any device, whether it’s a smartphone or tablet. Large fonts, simple designs, and clear, clickable buttons are essential for a positive mobile experience. Test your emails on different devices to ensure that no matter where your patients view them, they look great and are easy to navigate.
Incorporate Clear Calls-to-Action (CTAs)
Every email you send should have a clear call-to-action (CTA) that prompts the reader to take action. Whether you want them to schedule an appointment, download an educational guide, or redeem an offer, the CTA should stand out.
Use action-oriented language like “Book Now” or “Get Your Free Consultation” and place the CTA in visible locations, both at the top and bottom of your email. This encourages recipients to act immediately and helps improve the conversion rates of your email marketing campaigns.
Engage with Your Local Community
Building a connection with your local community can be incredibly beneficial for your dental practice. By sharing local events, partnerships, or community news in your emails, you not only keep patients informed but also show that your practice cares about the area where it operates.
Engaging with your community through email marketing builds trust and strengthens your practice’s reputation as a community-oriented business, which can encourage more local patient engagement.
Track and Refine Your Strategy
To improve your email marketing efforts, it’s essential to track key metrics like open rates, click-through rates, and conversion rates. Analyzing these metrics helps you understand which emails are performing well and which need improvement.
For example, if you notice that certain subject lines have higher open rates, you can apply that knowledge to future emails. By constantly refining your email marketing campaigns, you can ensure better results and continually improve your patient communication strategy.
Test and Experiment
A/B testing is a crucial aspect of any effective email marketing strategy. By experimenting with different subject lines, content formats, CTAs, and even sending times, you can determine which combinations resonate most with your target audience.
Testing allows you to make data-driven decisions rather than relying on assumptions, which ultimately helps you refine your strategy for optimal results. For instance, if a particular subject line leads to a higher open rate, use that as a benchmark for future campaigns.
Provide Educational Content
Integrating educational content into your emails is a great way to build trust with both existing patients and potential patients. Sharing helpful oral health tips or explaining the benefits of regular dental check-ups shows patients that your practice values their well-being.
You could send tips on how to properly care for dental work, such as implants or braces, or explain common dental procedures in simple terms. By offering valuable, informative content, you position your practice as a trusted authority in dental care.
Automate Email Sequences
Automation is a great way to ensure your email campaigns run smoothly and efficiently. Setting up automated nurture sequences allows you to stay top-of-mind with patients without extra manual effort.
For example, when a new patient books their first appointment, an automated welcome email series can introduce them to your practice, explain what to expect, and provide them with helpful tips. Automation also helps ensure that important emails, like reminders for check-ups or treatment plans, are sent at the right time.
Be Consistent
Consistency is key in patient engagement. You should maintain a regular email schedule to stay in the minds of your patients. Whether it’s a monthly newsletter, seasonal offers, or reminders for preventive care, regular emails help keep patients connected with your practice.
Consistency also helps your patients recognize your practice’s name when they receive your emails, which strengthens brand recall and fosters trust.
Experiment with Different Email Formats
Don’t be afraid to experiment with various formats for your dental email marketing campaigns. Whether it’s a newsletter, an announcement, or a promotional email, mixing things up can keep your content fresh and interesting. You can also use videos or infographics to make your emails more visually engaging.
For example, you could send a video explaining a dental procedure, which helps patients better understand the treatment and reduces any anxiety they might have.
Offer Exclusive Promotions
Use your email campaigns to offer exclusive promotions or discounts for existing patients. For example, a special discount on teeth whitening services or a referral bonus for bringing in new patients can drive immediate action. Offering exclusive deals not only shows your appreciation for your patients but also encourages them to take advantage of your services while they’re still available.
With the right strategy, email marketing can transform your practice by nurturing leads, improving patient engagement, and building long-term relationships. Whether you’re starting from scratch or enhancing your current approach, these strategies will help you achieve exceptional results.
And if you’re ready for a step-by-step guide to setting up your own email marketing strategy, contact us for personalized support.
