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11 Tips in Email Marketing for Healthcare that Works

In the ever-evolving world of healthcare marketing, email campaigns play a crucial role. Take your email marketing for healthcare to the next level, ensuring better engagement and results with these tips.

email marketing for healthcare

Last updated on June 30, 2023

In today’s digitally connected world, email marketing has become a powerful tool for reaching and engaging with patients. It allows healthcare providers to deliver timely and personalized information, build strong patient relationships, and ultimately improve patient satisfaction and outcomes.

In this article, we will provide practical tips and strategies related to email marketing for healthcare. From creating compelling subject lines to delivering important information and engaging your audience, we’ll cover it all that helps you succeed.

By implementing these tips, you can optimize your email marketing campaigns and achieve your goals.

Importance of email marketing for healthcare providers

In order for us to understand its importance, let us first clarify what email marketing is. It is a form of marketing that allows your company to introduce itself to potential and existing clients. Using different types of marketing emails, you can also educate your audience about your brand’s value or keep them engaged between purchases.

Let’s explore the significance of email marketing for healthcare providers, backed by insights from reputable sources.

  1. Enhanced patient satisfaction: Email communication improves patient satisfaction by fostering stronger patient-provider relationships and providing timely information.
  2. Improved patient retention & referrals: Well-crafted emails increase patient retention rates by engaging patients with personalized content and nurturing relationships. In turn, this will increase their likelihood of referring others to trusted healthcare providers. Email marketing can include referral programs to boost patient referrals.
  3. Cost-effective communication: Marketing via email has significant cost savings over traditional marketing methods.
  4. Timely information delivery: Email enables healthcare providers to promptly deliver test results, appointment reminders, health tips, and educational content to patients.
  5. Personalization and segmentation: You can send personalized emails based on the demographics, preferences, and medical history of your patients.
  6. Measurable results and optimization: Using metrics such as open rates, click-through rates, and conversions, email marketing provides data-driven insight into campaign performance.

Statistics on the benefits of email marketing for healthcare

Let’s dive into some statistics that highlight the benefits of email marketing for healthcare. Research and industry data have shown the significant impact of email marketing in the healthcare sector.

According to a study published in BMC Health Services Research, email communication can enhance patient satisfaction and improve patient-provider relationships, leading to better healthcare experiences overall.

A study conducted by 9 Clouds analyzed the performance benchmarks for healthcare marketing emails and found that the average open rate for healthcare emails was 22.83%, with a click-through rate of 3.14%. This shows the potential for healthcare providers to reach a significant portion of their patient base through well-crafted emails.

According to the source, the global email marketing market was valued at 7.5 billion U.S. dollars in 2020 and is expected to grow to 17.9 billion by 2027. A compound annual growth rate (CAGR) of 13.3 percent is expected for that period.

11 Tips for Healthcare email marketing

For email marketing to be effective and not have a high bounce rate, a well-crafted strategy is required that yields high click-to-open rates (CTOR).
You can earn the confidence of your base by following these 4 tips for building a profitable email marketing strategy.

Create compelling subject lines

Your subject line is your first impression when it comes to email marketing. It’s the gateway to capturing your recipients’ attention and enticing them to open your email. A compelling subject line can significantly impact healthcare email campaigns’ success.

Let’s explore some key strategies to create subject lines that grab attention and drive open rates.

  1. Be clear and concise: Keep your subject lines clear, concise, and to the point. Avoid using vague or misleading language that confuses recipients. Instead, clearly communicate the purpose or main message of the email succinctly.
    Example: “Get Your Free Wellness Guide Today!”
  2. Use emotion and urgency: Tap into your recipients’ emotions and create a sense of urgency in your subject lines. Invoke curiosity, excitement, or fear of missing out (FOMO) to compel them to open the email promptly.
    Example: “Last Chance: Limited Slots Available for Free Health Screenings!”
  3. Incorporate numbers and statistics: Including numbers and statistics in your subject lines can make them more compelling. Numbers stand out and add credibility to your message, making recipients curious to learn more.
    Example: “5 Simple Ways to Lower Your Blood Pressure”
  4. Pose intriguing questions: Ask engaging questions that pique recipients’ curiosity and make them want to find the answer to your email. Make sure the question is relevant and relates to their healthcare concerns or interests.
    Example: “Is Your Diet Sabotaging Your Sleep? Find Out Inside!”
  5. Utilize keywords: Incorporate relevant keywords that resonate with your target audience and highlight the key benefits or solutions you offer. This helps recipients quickly understand your email’s value.
    Example: “Discover Natural Remedies for Allergy Relief”
  6. Experiment with personalization: Personalization can make your subject lines more impactful. Consider using the recipient’s name or referencing their specific healthcare needs or preferences to create a personalized touch.
    Example: “John, Boost Your Fitness Journey with These Customized Workouts!”
  7. A/B testing for optimization: Don’t be afraid to experiment and test different subject lines to see which ones perform best. Conduct A/B testing by sending two variations to a small segment of your audience and analyzing the results to refine your approach.

Information that packs a punch

From test results and appointment reminders to health tips and educational content, delivering clear and concise information is crucial. We’ll take a look at some key strategies for communicating vital information to your patients effectively via emails.

Use clear and scannable formatting

Structure your emails in a way that allows patients to quickly and easily digest the information. Use subheadings, bullet points, and concise paragraphs to enhance readability. This formatting helps patients navigate the email and locate the specific information they need.


Heading: “Test Results: Detailed Update” Bullet Points:
Test Name: [Test Name]
Results: [Results]
Next Steps: [Next Steps]

Leverage automation for timely delivery

Utilize automation tools to ensure timely delivery of critical information. This could include sending appointment reminders a day before or providing test results promptly. Automation ensures patients receive timely information when they need it most.

Example: “Dear [Patient’s Name], Your test results are ready! Please find the attached report. If you have questions or concerns, please contact our office. We are here to support you.”

Personalize the message

Personalization extends beyond addressing patients by their names. Tailor your emails to their specific healthcare needs and preferences. Incorporate relevant details such as recent appointments, medication reminders, or upcoming healthcare events to demonstrate that you understand their individual situation.

Example: “Hi [Patient’s Name], As a diabetic patient, we wanted to share some valuable tips for managing blood sugar levels during the holiday season. We understand the challenges you may face, and we are here to support you on your journey.”

Segment your email list

Segmenting your email list allows you to send targeted information to specific groups of patients. This ensures that patients receive relevant content that aligns with their healthcare needs, reducing information overload.

Example: “Dear Parents, Ensure Your Child’s Well-being with These Back-to-School Health Tips!”

Provide actionable advice or instructions

Make your emails helpful by providing actionable advice or instructions. Patients appreciate guidance on managing their health or following through with recommended treatments. This can include dietary recommendations, exercise routines, medication schedules, or self-care tips.

Example: “Effective Ways to Relieve Migraine Symptoms Naturally”

Maintain accuracy and consistency

Accuracy is paramount when delivering significant healthcare information. Double-check the details and ensure that the information you provide is up-to-date and aligned with professional guidelines. Consistency in messaging and branding helps patients recognize and trust your communications.

Example: “Important Update: New COVID-19 Safety Measures at Our Clinic”

Encourage further engagement

Ask patients to reach out if they have questions or need additional support. Provide contact information, appointment booking options, or links to relevant resources. This encourages patients to take an active role in managing their healthcare.

Example: “If you have questions or want to schedule an appointment, please call our office at [Phone Number]. Our friendly staff is ready to assist you.”

By following these strategies, you can effectively deliver relevant information to your patients, ensuring they are well-informed, empowered, and engaged in their healthcare journey. Email marketing becomes a valuable tool for effective communication and better patient outcomes.

Bring your audience into the conversation

Here are some effective strategies to engage your audience through email marketing:

  1. Share compelling stories: Narratives affect human emotions. Share patient success stories, testimonials, or personal experiences that demonstrate the positive outcomes and transformations made possible through your healthcare services. These stories resonate with your audience and help them connect deeper.
    Example: “Jane’s Journey: How Our Diabetes Management Program Changed Her Life”
  2. Conduct surveys and quizzes: Encourage interaction by including surveys or quizzes in your emails. Ask for feedback, opinions, or preferences on healthcare topics relevant to your audience. This not only engages them but also provides valuable insights that can guide future content and service improvements.
    Example: “Discover Your Healthy Living Style: Take Our Wellness Quiz!”
  3. Offer incentives and rewards: Encourage engagement by providing incentives for specific actions. Offer exclusive discounts, freebies, or access to premium content in exchange for completing a survey, referring a friend, or signing up for a newsletter. This creates a sense of exclusivity and motivates recipients to actively participate.
    Example: “Refer a Friend and Get 20% Off Your Next Health Check-up!”

Engaging your audience through compelling content, interactive elements, and incentives fosters a stronger connection between your healthcare practice and your patients. By implementing these strategies, you can cultivate a loyal and responsive audience.

Optimize your results

Optimizing email marketing campaigns is crucial for improving performance and achieving healthcare marketing goals. By measuring, analyzing, and refining your strategies, you can maximize email communication’s impact. Here are some key practices to optimize your email marketing results:

  1. Track key metrics: Measure and track critical metrics such as open rates, click-through rates, conversions, and unsubscribe rates. Analyzing these metrics helps you understand your campaigns’ effectiveness, identify areas for improvement, and make data-driven decisions.
  2. Test different elements: Experiment with different elements in your emails to determine what resonates best with your audience. Test variations of subject lines, call-to-action buttons, visuals, and content formats to see which combinations yield the highest engagement and conversions.
  3. Refine your targeting: Continuously refine your email list segmentation to ensure relevant content is delivered to the right audience segments. Customize your messages based on factors such as demographics, health conditions, or past interactions to enhance personalization and increase engagement.
  4. Implement personalization: Use personalization techniques to make your emails feel more tailored and relevant to each recipient. Include the recipient’s name, reference past interactions or appointments, and provide content that aligns with their specific healthcare needs. Personalization enhances engagement and fosters a stronger connection with your audience.
  5. Monitor deliverability and inbox placement: Pay attention to your email deliverability and ensure that your messages land in recipients’ inboxes rather than spam folders. Follow best practices for email authentication, use reputable email service providers, and regularly monitor your sender reputation to maintain high deliverability rates.

By optimizing your email marketing campaigns, you can improve engagement, conversion rates, and overall effectiveness. Continuously analyze your results, experiment with different approaches, and refine your strategies to achieve the best outcomes for your healthcare practice.

How Icegram Express can be beneficial in the Healthcare industry

Icegram Express offers several benefits for WordPress users specifically tailored to the needs of healthcare providers. Let’s explore the key advantages of using Icegram Express for your email marketing for healthcare:

  1. Easy-to-use interface: Icegram Express makes it simple for healthcare professionals to create and send engaging email campaigns without technical expertise. The user-friendly drag-and-drop editor allows you to craft visually appealing emails quickly.
  2. Customizable templates: A wide range of professionally designed email templates tailored to the healthcare industry. These templates are fully customizable, allowing you to align your email content with your brand identity and deliver a consistent message to your patients.
  3. Targeted segmentation: You can segment your email list based on various criteria such as demographics, health conditions, or appointment history. This enables you to deliver personalized content to specific patient groups, increasing email campaign relevance and effectiveness.
  4. Automated workflows: You can set up automated workflows for email marketing for healthcare. From sending personalized welcome emails to nurturing patient relationships through follow-up emails, you can automate various stages of patient communication, saving time and ensuring timely information delivery.
  5. Behavioral triggers: Allow you to send emails based on specific actions or interactions. For example, you can automatically send a follow-up email to patients who clicked on a particular link or filled out a form on your website. These triggers enable you to engage with patients at the right moment, providing a seamless and personalized experience.
  6. A/B testing: Icegram Express facilitates A/B testing, allowing you to experiment with different email variations to optimize your campaigns. Test different subject lines, visuals, or call-to-action buttons to identify the most effective elements and refine your strategies for better engagement and conversions.
  7. Real-time analytics: Provides real-time analytics to monitor healthcare email campaigns. Track metrics such as open rates, click-through rates, and conversions to gain valuable insights into your emails’ effectiveness. This data helps you make data-driven decisions, refine your campaigns, and improve patient engagement.


Email marketing is essential for healthcare providers to engage patients, deliver crucial information, and optimize their marketing efforts. Engaging the audience through stories, quizzes, and incentives builds trust and loyalty.

Optimizing campaigns through tracking, testing, and refining strategies drives success. Start implementing these tips today and create impactful email campaigns that engage patients, improve outcomes, and strengthen connections between healthcare providers and their patients.

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