Email Marketing for Your Clinic's Growth

Let's say you send out an email, and within hours, your bookings are filling up. Sounds amazing, right? That’s the power of email marketing.

The key to success here is knowing how to engage your ideal clients and keep them coming back for more, whether you are just starting or have already tried sending out a few campaigns.

Here’s a statistics; for every $1 a business spends on email marketing, they receive $36 in return. So, how can you make this happen for you?

This 8-step email marketing blueprint is all you need.

_{Note: Please keep an eye out for part 2 of this post/email.}

Section 1 - Building a Foundation

You must have a strong foundation before focusing on building effective campaigns. All that begins with understanding your target audience and ensuring your emails reach the right people. Here's how you can do it:

1. Build a Targeted Email List

The foundation of any successful email marketing campaign is to have a high-quality, targeted email list to let your messages reach the right audience - those who engage with your clinic and book appointments. Here are some ways to build an email list:

• Collect emails during in-clinic visits

When patients come for consultations or treatments, ask them to provide their email addresses. It can be part of the paperwork or a friendly request at the front desk.

Explain that by subscribing, they will receive updates on special promotions, new services, or educational content related to skincare and aesthetics. Many clinics also use sign-up iPads at the reception to make the process easy and seamless.

• Use your website as a lead-generation tool

Your clinic’s website should have sign-up forms encouraging visitors to join your email list. To attract them, offer something valuable in return, such as a 10% discount on their first treatment, a free skincare guide, or access to exclusive content about the latest aesthetic trends.

For example, a pop-up that says, “Get the Latest Botox Deals and Skincare Tips Delivered to Your Inbox!” can increase sign-ups.

• Promote sign-ups on social media

You can encourage your followers or profile visitors to subscribe to your email list if you are active on social media like Instagram, Facebook, or TikTok, with exclusive content or discounts available via email only.

For instance, you can create a post that says, Follow us for skincare tips, but subscribe for insider discounts! Building a targeted list means reaching people who have already shown interest in your clinic, which boosts open rates and engagement.

For example, look at all the links this brand has on their IG profile:

A MarketingSherpa report found that targeted email campaigns can increase click-through rates by up to 200% compared to general emails.

2. Personalize Your Emails

Personalization is one of the most effective ways to make your emails stand out and connect with your audience on a deeper level.

The aesthetics industry is all about patient trust and loyalty, and sending personalized messages to each patient’s needs can improve engagement. There are three possibilities for personalization in emails:

• Segment your email list based on interests

Not every patient looks for the same treatment. You can send relevant emails by segmenting your subscribers (grouping patients based on their treatments or interests).

For example, patients who have shown interest in anti-aging treatments like Botox can receive specific content on the benefits of injectables, while another group interested in laser treatments might get emails about laser hair removal or skin resurfacing.

A study by Campaign Monitor found that marketers who segment their lists experience a 760% increase in revenue.

• Address patients by name

Dale Carnegie once said in his famous book, a person's name is the most important sound in any language to them, and that's pretty correct. Addressing the reader with their first name in the email’s subject line or body can increase open and click-through rates.

For example, instead of sending Our Latest Offers on Fillers, you could send Sarah, Here’s Your Exclusive Discount on Dermal Fillers. Experian says personalized emails have 6 times higher transaction rates than non-personalized emails.

Now, this is what I mean:

• Send special emails for special events

Personal touches like birthday greetings or reminders of their treatment anniversaries can make patients feel valued. A small birthday discount, such as Happy Birthday! Enjoy 15% Off Your Next Treatment can create goodwill and encourage return visits.

You know, at some corner, deeds like these make your customer feel valued and strengthen your bond. In one sentence, personalization is sending the right message to the right person at the right time.

Clinics that use these strategies consistently see higher engagement and stronger patient relationships.

Section 2 - Writing Engaging Emails

Now that you have a targeted email list, it is time to focus on what will make your emails stand out in a crowded inbox. So, what makes your subscribers open your mail? What makes them engage with your content? Let's see:

3. Write Influential Subject Lines

Checking emails is the first thing we do in the morning. While we open some, some remain untouched forever. Why? That is the impact of the first line you see before opening a particular mail.

It determines whether your subscribers will open the email or ignore it. Therefore, it is essential that you write subject lines that are clear, attention-grabbing, and create a sense of urgency.

• Be specific and to the point

Vague subject lines will not grab attention. Patients open an email when the subject tells them what to expect clearly.

For instance, instead of using a generic subject like Exclusive Offer Inside, you might use Get 20% Off on Dermal Fillers This Week. This way, the reader immediately knows what is inside and can decide if they are interested.

• Create urgency with scarcity

Subject lines like Last Chance: Book Your Botox Treatment at 20% Off or Only 3 Spots Left for This Month’s Consultation create a fear of missing out (FOMO) and encourage quick action.

However, chances are that emails with certain words and more numbers in the subject line or the preview text can land in the promotions tab, and several things, like the subscriber count and over-image use, influence it.

According to Marketing Experiments, creating urgency in subject lines can increase conversion rates by 332%.

• Use numbers and facts

Including numbers, percentages, or time frames in your subject lines can make them more attractive. For example, 5 Anti-Aging Tips You Need to Know or Save 25% on Your First Laser Hair Removal Treatment are more likely to catch the reader’s attention than simple Skin Care Advice.

According to Campaign Monitor, a good subject line can increase open rates by over 20%. A/B testing different subject lines to see what resonates with your audience is also a best practice to follow.

For example, Look at all these subject lines. Which one would you open first?

4. Create Educational Content

While promotions and discounts can bring patients in the door, educational content establishes your clinic as an authority in the field and builds long-term trust with patients.

Teaching or updating readers is essential, particularly in an industry like aesthetics where patients want to be well-informed before making decisions about their appearance.

• Explain the treatments in detail

Patients often hesitate to book treatments because they do not fully understand what’s involved or are worried about side effects.

Use your emails to explain procedures like chemical peels, microneedling, or laser resurfacing in easy-to-understand language. Provide scientific backing when necessary, but avoid jargon that could confuse readers.

• Answer common questions

Anticipate your patients’ questions and answer them in your emails. For example, if you promote Botox, include information on how long the treatment lasts, possible side effects, and expected recovery time.

Doing so will reduce patient anxiety and position your clinic as a source of trustworthy information.

• Share patient success stories

After all the noise on the internet today, one way to make targeted clients believe you is to show proof of your work with client feedback.

Including testimonials or before-and-after images (with permission) can go a long way in persuading potential patients. For example, See how Lisa achieved glowing skin with our HydraFacial treatment is much more persuasive than a purely promotional message.

Research from the Content Marketing Institute shows that 61% of consumers feel better about a brand that provides custom content, and educational emails have higher open and click-through rates.