5 Email Marketing Strategies for Healthcare Businesses

Updated on March 31, 2024

Email marketing for healthcare businesses involves building a database of email addresses, sending out regular newsletters, and providing updates about the facilities that patients can avail. The key to a successful email marketing campaign for a healthcare business is to create relevant and engaging content that patients can relate to. If you are not sure how to make your email marketing campaigns more effective, this guide can help. 

Best email marketing tactics

Emails can be an extremely effective tool for healthcare businesses as it allows you to reach out to your patients easily. However, there are a few key email marketing tactics that are particularly well-suited to the healthcare industry. Here’s how you can maximize the potential of email marketing for your healthcare business:

1. Test the subject line first before sending

It’s important to make sure your email marketing campaign is effective before you start sending out messages. You can do this is to test your subject line. There are many online applications that provide a score based on different subject lines. Try sending out a few different versions of your email’s subject line and see which ones get the highest scores. This way, you can check out which subject line is more effective and use it for your future campaigns. By taking the time to test your subject line, you can ensure that more people will be enthusiastic to open the email and read the latest healthcare newsletter instead of simply deleting it.

2. Don’t forget to send reminder emails

As a part of an email marketing campaign for your healthcare business, it is important to send reminder emails to patients so that they know about their upcoming appointments. You can embed your reminder emails with an “Add to calendar” feature so that patients can add the reminder to their calendars and never miss their appointments. This may also help build goodwill with patients because you show the responsibility of reminding the patients about their checkups which in turn indicates that you care about them. 

3. Segment emails according to patients

One key to successful email marketing for healthcare businesses is to segment your patients. By dividing your patients into groups, you can send relevant emails to respective patient parties, whenever required. For example, you might segment your list by age, gender, location, illness, returning or first-time patients, or the doctor that usually treats them. 

Segmenting your patients also makes it easier to track the effectiveness of your marketing campaigns. You can see which emails are resonating with each group and make changes accordingly. 

4. Send personalised email copies

In an increasingly crowded marketplace, it is more important than ever to make your email communications with patients personal. So don’t forget to include the patient’s name and other personal details in your messages, you will create a stronger connection with them and encourage them to read and respond to your messages.

Most importantly, personalising your email copy will help you to stand out from the competition and build a rapport with your patients that they will appreciate. So, next time you sit down to compose an email to a patient, take a few extra minutes to personalise your message and show them that you value their health.

5. Optimise the email for mobile phones

In recent years, there has been a dramatic increase in the number of people who use their mobile phones to check email. This trend is especially true of younger demographics, who are more likely to be tethered to their phones than their laptops or desktop computers. As a result, it is increasingly important for healthcare businesses to optimise their email communications for mobile devices.

One way to do this is to use a responsive email template, which will automatically reformat your message for smaller screens. You should also keep your subject lines short and to the point, as longer messages are often truncated on mobile devices. Finally, refrain from using large images or complex HTML code, as these can cause problems when viewed on a mobile phone. A few easy tricks can make your emails more effective than ever.

Tips to start a successful email marketing campaign for your healthcare business

Email marketing gives healthcare organizations a chance to stay connected with their patients and promote their services. But with so many moving parts, it can be difficult to know where to start. Here are a few tips for creating your first healthcare email marketing campaign:

1. Define your goals 

What do you want to achieve with your campaign? Whether it’s increasing brand awareness, promoting a new service, or generating patient referrals, setting clear goals will help you measure the success of your campaign.

2. Draft engaging content

Your emails should be informative and engaging, with a focus on the needs of your patients. Be sure to proofread your content for errors before sending it out.

3. Design attractive templates

Emails that are well-designed and visually appealing are more likely to capture attention and encourage recipients to take action. Luckily, there are many user-friendly email marketing platforms that make it easy to create professional-looking templates.

4. Build a targeted list of recipients

One of the most important steps in any email marketing campaign is ensuring that your messages are being sent to the right people. Start by segmenting your contact list into different groups based on factors like age, location, and interests.

Email marketing benefits for healthcare businesses

This marketing strategy can be a cost-effective way for healthcare businesses to reach potential patients. In addition to being able to reach a large number of people with a relatively small investment, email marketing can also be personalised to target specific demographics. For example, healthcare businesses can use email marketing to reach patients who have particular conditions or who live in certain geographic areas. 

Email marketing allows you to connect with your patients, keep them updated on appointments and treatments, and provide information about new services or products. The key to effective email marketing is creating content that is relevant to your patients and providing value. If you can do this, you will see incredible results from your email campaigns.

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The Editorial Team at Healthcare Business Today is made up of skilled healthcare writers and experts, led by our managing editor, Daniel Casciato, who has over 25 years of experience in healthcare writing. Since 1998, we have produced compelling and informative content for numerous publications, establishing ourselves as a trusted resource for health and wellness information. We offer readers access to fresh health, medicine, science, and technology developments and the latest in patient news, emphasizing how these developments affect our lives.