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How effective was your practice’s email marketing last year?
According to recent benchmarks by Campaign Monitor (2024), the average open rate for healthcare emails in the UK is 36%, with a click-through rate of around 3.2% and a bounce rate under 1%. How do your campaigns compare? Are you even measuring them?
Chances are there’s room for improvement. Email remains one of the most effective ways for healthcare providers to build brand awareness, strengthen patient trust, and drive bookings. Here are six ways to boost your results.
1. Stick to one primary message
Whether you’re sending appointment reminders, seasonal health tips, or practice updates, don’t try to cover too many topics in one email. Keep a narrow focus.
This makes it easier for patients to absorb the information and act on it. Support your message with visuals such as images, graphics, or short videos to increase engagement.
2. Segment your audience
Generic email blasts rarely deliver. Patients respond better to targeted content that matches their needs.
Segment your database by demographics, location, service type, or patient journey stage. For example:
- Preventive health reminders for younger patients
- Dental hygiene tips for families
- Post-treatment care advice for recent patients
Relevance is key to building positive patient relationships and avoiding disengagement.
3. Use mobile-friendly design
In the UK, over 70% of emails are opened on a mobile device (Statista, 2024). If your emails aren’t responsive, patients will struggle to read them — leading to frustration and quick deletions.
Switch to mobile-responsive templates that automatically adjust for smaller screens. Keep subject lines short, buttons clear, and paragraphs concise.
4. Set a regular send schedule
Consistency builds trust. Patients are more likely to open your emails when they know when to expect them.
For healthcare providers, a monthly or bi-monthly schedule works best. Use tools such as Mailchimp or Campaign Monitor to automate reminders, seasonal health campaigns, or follow-up messages.
You can also ask patients at sign-up how often they’d like to hear from you and tailor frequency accordingly.
5. Include a clear call-to-action
Every email should have a purpose. Make it easy for patients to take the next step.
Examples include:
- “Book your appointment today” (with a booking link)
- “Download our recovery guide”
- “Sign up for our free webinar”
Keep CTAs short, benefit-driven, and visible on both desktop and mobile devices.
6. Track your success and test
Analytics matter. Use your email software to track open rates, clicks, bounce rates, and unsubscribes.
Go further by running A/B tests on subject lines, content length, or button text to see what resonates best. For example, “Book Now” vs “Reserve Your Appointment Today”.
This data gives you valuable insights into patient behaviour and helps refine future campaigns.
Don’t forget compliance
Email marketing in healthcare must comply with UK regulations, including:
- UK GDPR – lawful basis for processing patient data
- Privacy and Electronic Communications Regulations (PECR) – rules on consent for email marketing
- ICO guidance – best practice for managing personal data and consent
Always get clear consent, make unsubscribing simple, and ensure patient data is stored securely.
FAQs: 6 Ways to Boost Your Practice’s Email Marketing Efforts
A single message is easier for patients to absorb and act on, improving engagement.
Segmenting by demographics or patient journey allows for more relevant, targeted content, increasing open and click rates.
Use responsive templates, short subject lines, clear buttons, and concise paragraphs for easy reading on mobile devices.
Monthly or bi-monthly is typical; let patients choose their preferred frequency when possible.
Keep CTAs short, benefit-driven, and easy to find, like “Book your appointment today.”