Think Email Marketing is Dead? Think Again

This article originally appeared in September/2024 on DentistryToday.com.

The digital marketing world evolves so quickly that it can be hard to keep up (even for us digital marketers). While there are now more social media and digital platforms to consider than ever before, that doesn’t mean “older” marketing strategies have lost their edge.

Take email marketing, for example. Although some believe email marketing is dead, nothing could be further from the truth.

For dental practices, email marketing remains a powerful tool—when done right.

The numbers speak for themselves. Recent data shows that for every $1 spent on email marketing, businesses see an average return of $36.

What’s more, a significant portion of your patients may prefer email communication! A 2021 survey found that 73% of Baby Boomers consider email their preferred communication channel, followed by 71% of Gen X, 62% of Millennials, and 65% of Gen Z consumers.

So, why are so many dental practices overlooking this effective marketing tool?

The Untapped Potential of Email Marketing

Many dental practices focus their marketing efforts on attracting new patients while overlooking an equally important group: past and existing patients. Email marketing is a simple and cost-effective way to stay connected with your patients, keeping them informed and engaged between visits. In our experience, practices that use email marketing consistently enjoy open rates as high as 40 percent! This is a clear sign that patients are interested in hearing from you.

But here’s the catch: email marketing only works if it’s done correctly. This means personalizing your content and avoiding the temptation to send out generic, templated messages. Patients want to feel like they’re receiving communication from their actual dental team—not an automated system.

Think of email marketing as a way to build trust, stay top of mind, and strengthen the relationship between you and your patients.

What Can Email Marketing Do for Your Practice?

At its core, email marketing is about more than just promoting services. Rather, it’s about building a conversation with your patients. You can use emails to:

• Educate patients: Share tips on oral hygiene, new treatment options, or the benefits of specific procedures. These updates help patients take better care of their teeth while informing them of your services.
• Increase engagement: Regular emails keep your practice on your patients’ radar, even when they’re not due for an appointment. When done well, this consistent communication can strengthen loyalty and boost referrals. A satisfied patient may even forward your email to a friend or family member who needs dental care, organically growing your patient base.
• Promote additional services: Patients may not be aware of all the services you offer. Whether it’s cosmetic dentistry, orthodontics, or special events, email provides a direct way to share these opportunities with your patients.

Crafting an Effective Email Marketing Strategy

So, how can your dental practice ensure your email marketing efforts are successful? It starts with a clear strategy. Here are some tips to consider:

• Personalize your content: Emails should feel like they’re coming directly from a dentist or team member. Avoid jargon and overly technical language, and instead focus on what’s meaningful to patients—such as the value of your services and helpful information.
• Keep it mobile-friendly: Many of your patients will check their emails on a phone or tablet. Ensure the content is clear, concise, and easy to read on smaller screens.
• Use compelling subject lines: Your subject line is your first impression and can make or break your open rates. Keep it short, personalized, and engaging.
• Maintain a consistent schedule: If you’ve committed to sending a monthly newsletter, it’s important to ensure your emails go out on time each month. Inconsistent communication can lead to a loss of trust with patients.
• Use results to improve your strategy: One of the greatest advantages of email marketing is that you can see how well it’s working. You can easily track how many patients are opening your emails, clicking on links, or showing interest in specific topics. By looking at these numbers, you can adjust future emails to include more of what your patients find helpful. This process ensures your emails improve over time and deliver more value to your practice.

The Bottom Line

Email marketing is far from dead. In fact, when it’s executed thoughtfully, it can be one of the most valuable tools in your dental practice’s marketing toolbox. By staying connected with your patients, sharing useful information, and promoting additional services, you can drive patient retention and referrals—while keeping your practice top of mind.

If you haven’t tried email marketing, or have had lackluster results in the past, it may be time to give it another look. With the right strategy in place, your dental practice can reap the rewards of this tried-and-true marketing method.