Email Marketing

The Chiropractor’s Email Marketing Cheat Sheet [INFOGRAPHIC]

Brian Koenig

By Brian Koenig

Marketing Specialist

Published November 29, 2017
Updated April 20, 2023

2 min read

Email marketing. It’s one of those things many know they should be doing, but most don’t know where to start. What makes a good email? How do I get people to open it? What should I even say in the email? That’s why we’ve created this email marketing cheat sheet just for chiropractors. Now you have the answers to your questions all in one place.

What Types of Chiropractic Emails to Send

Below are the 5 basic purposes your chiropractic email marketing should serve when communicating with your patients:

  1. Essentials
    A great starting point is to set up automated emails for your patients’ birthdays and new year’s resolutions. The birthday emails could include a special offer as a “gift” or just simply a quick “Happy Birthday!” to show you care.
  2. Reactivation
    If it’s been a few months since your patient has come in for a visit or finished a treatment plan, try sending a reminder email. A quick, “Time for a chiropractic checkup” should do the trick.
  3. Seasonal
    Holidays are a great occasion to reconnect with patients and send them your greetings. It’s also a good idea to include your office closures in these types of emails for a little reminder.
  4. Cross-Selling
    By keeping records of what patients come in for what services, then, for example, you can send all of your prenatal patients, information about your pediatric services as well. A simple “Did you know we offer…” email makes it easy to keep existing patients informed of your services.
  5. Informational
    This is where your expertise really gets to shine. Use your email marketing to send patients health tips or strategies they can use at home to complement their chiropractic care. Or even a little “Did you know” email about a specific benefit of chiropractic care can go a long way toward patient retention.

How to Get Patients to Open Your Emails

Once you’ve written the content for one of the 5 types of emails above, don’t forget the subject line. This is the first impression of your email and can make all of the difference in creating a successful campaign. Here are three key guidelines to follow:

  • Keep it short – Between 61 and 70 characters is best for emails to be read on both the phone and computer
  • Avoid spam signals – Keep your emails out of the spam folder by avoiding phrases like, “Act now” and “Lose weight”
  • Give a benefit – Highlight exactly what patients will learn or receive by opening the email and give them an incentive like, “3 ways to ward off migraines – the natural way”


How to Remember these Email Marketing Best Practices

Email marketing is a broad subject that can be overwhelming and filled with a lot of opinion and analytics. To help you through the process, we’ve created The Chiropractor’s Email Marketing Cheat Sheet. It includes the five types of emails to send and subject line tips above as well as details on when to send your emails, how often, and successful click-through-rates and open-rates to aim for.

And to make email marketing scalable, consider using email templates.

To save The Chiropractor’s Email Marketing Cheat Sheet, click on the image below and download it to your computer. Use it as a reference when creating your emails and you’ll be on your way to successfully staying in touch with your patients outside of the chiropractic office as well.

Need help with your email marketing?

Book a Discovery Call today and discover how we build great email campaigns drive patients back into your care. There’s no obligation and we might learn something new together.