Let me share email marketing strategies specifically tailored for
dental practices, based on what I've seen work well in this industry:
Building Your List:
1. Patient Check-in Optimization:
- Have tablets at reception with a simple form asking for email (and birthdate for special offers)
- Offer immediate value like a free electric toothbrush guide or "Foods That Brighten Your Smile" PDF
- Train front desk staff to explain benefits ("We'll send you appointment reminders and exclusive patient offers")
2. Leverage Existing Patient Moments:
- Post-cleaning follow-up card with QR code to join email list
- Text message after first visit with link to subscribe
- Include email signup with new patient paperwork
- Offer small incentive like a free whitening consultation for joining
Content Strategy:
1. Educational Emails:
- "5 Foods That Secretly Damage Your Teeth"
- "Why That Morning Coffee Stains (And What to Do About It)"
- "Is Your Child's Thumbsucking a Problem? Signs to Watch For"
- Before/after photos (with patient permission) showing transformation stories
2. Seasonal Campaigns:
- Back-to-school dental checkup reminders
- End-of-year insurance benefits reminders
- Valentine's Day whitening specials
- Holiday season smile-ready tips
3. Patient-Specific Triggers:
- Six-month cleaning reminders
- Birthday offers (free electric toothbrush or whitening treatment)
- Treatment follow-ups with care instructions
- Orthodontic progress check-ins
List Maintenance for Dental Practices:
1. Segment by:
- Treatment history (general, cosmetic, orthodontic)
- Family status (individual, family with kids)
- Insurance status
- Last visit date
- Treatment interests (those who've inquired about specific services)
2. Regular Cleaning:
- Remove patients who've moved away
- Update email addresses during annual paperwork
- Track which reminders are most effective
- Note preferred communication method (some may prefer text)
Key Success Metrics:
- Track appointment bookings from emails
- Monitor treatment plan acceptance rates
- Measure referral rates from email subscribers
- Watch for seasonal pattern effectiveness
Most Effective Types of Emails:
1. Preventive Care:
- Regular cleaning reminders
- Seasonal oral health tips
- New technology/treatment introductions
2. Patient Retention:
- "We Miss You" campaigns for overdue checkups
- Patient appreciation offers
- Family referral programs
3. Practice Updates:
- New staff introductions
- Extended hours announcements
- New service offerings
- COVID/safety protocol updates
Best Timing:
- Send appointment reminders 3 weeks, 1 week, and 2 days before
- Schedule educational content for Sunday evenings when families are planning their week
- Send insurance benefit reminders in October/November
- Time cosmetic offering emails before major social events in your area
The most successful dental practices I've worked with make their
emails feel like a valuable health service rather than just marketing.
For example, instead of just sending a cleaning reminder, include a
personalized note about the patient's last visit and specific things to
watch for based on their dental history.
Remember: dental email marketing requires an extra level of HIPAA
compliance awareness. Never include specific treatment details in mass
emails, and ensure all patient communication systems are properly
secured.
Read more dental marketing tips on our blog.