How Dentists Can Book More Patients With Email Marketing
Want to boost your schedules by 266%? Stick with me, and I’ll show you exactly how email marketing did that for one of our dentists.
Our client, Dr. Koogler from Cascade Integrative DentistryThis link opens a new tab to the Cascade Integrative Dentistry website, had plenty of leads coming in through his paid ads, but not many were turning into scheduled appointments.
So, we worked closely with his front desk team to improve follow-up with those leads.
But that’s not all…
We also introduced a powerful email marketing strategy to nurture those leads, so scheduling them was SO much easier when the front desk team reached out.
And within just two months, everything changed.
Patients started scheduling more, calling back, and even texting the office!
In this video, I’ll show you our exact email strategy that we used with this office, from subject lines to email copy, and even the design, so you can implement it and schedule more appointments.
And if you don’t know me, I’m Mel, the Marketing Director of Roadside Dental MarketingThis link leads to the Home page.
I’ve spent the last four years studying email marketing because when it’s done right…
It delivers one of the highest returns on investment in your marketing strategy.
That’s a 4400% ROI!
Here’s why email marketing for dentists works so well:
It builds relationships.
People need 8 to 21 touchpoints before making a buying decision, and that includes booking a dental appointment.
And emails are a low-pressure way to stay top of mind and slowly nudge them to book an appointment.
Plus, emails are super intimate.
So intimate in fact that 45% of people check their email while using the bathroomThis link opens a new tab to the Commpro website.
That’s some personal VIP access right there.
So if you’re not using email marketing, you’re missing out on huge opportunities to book more patients effortlessly.
But…
What kind of emails should you send to patients?
Email marketing strategies for dentists
#1 Welcome Nurture Series
This is where you welcome new patients to your practice.
You could send a personal video, share what they can expect at their first appointment, and build a rapport before they even step foot in your office.
#2 Long-term nurture dental email campaign
This is simple—it’s the advice you already give every day in the office, but delivered straight to their inbox.
For example, you can send tips like:
- How to handle a dental emergency
- How to brush and floss properly
- Signs of gum disease you need to watch out for
#3 No-Show Sequence
This is for patients who miss their dental appointments.
#4 Reactivation email sequence
You could do reactivation emails for inactive patients.
You could even do email marketing for inactive patients who don’t accept a treatment plan. Give them a gift/offer to nudge them to say yes.
There are many ways you can take advantage of emails in your marketing.
But today, let’s focus on the strategy that increased our client’s scheduled appointments by 266%.
#5 New Lead Nurture Sequence
Whenever someone expressed interest in Dr. Koogler’s ads, they would get put into this email sequence.
Let’s break down those emails one by one …
Email #1
The first email focused on congratulating the lead for making the first step towards their overall health and smile and it gets into what the practice is all about.
You can see personal photos and video.
Patients connected with this messaging right away.
I’ve got the numbers to back it up: over 45% open rate, and 9% click-through rate.
The benchmark you want to shoot for is 22% open rate and a 3% click through rate.
As you can see we doubled and even tripled the industry standards.
Email #2
In the second email, we addressed a common barrier—fear of the dentist. We used empathy to reassure leads that this practice offers anxiety-free dentistry, and it had a 50% open rate and 7% click through rate.
Email #3
We know some patients fear judgment. So this email emphasized a ‘judgment-free zone’ and used social proof, including video testimonials and Reddit comments. The result? Leads felt heard about this barrier because they clicked on it with an 8% CTR.
Email #4
Email 4 focused on building a connection with Dr. Koogler himself. We showcased his personality, making him relatable, and then backed it up with his credentials. The result? This email had an over 80% open rate—patients wanted to know more about the person behind the practice.
Email #5
This email tackled the misconception that you only need dental work when your teeth hurt. We used empathy and social proof, including Reddit comments, to let leads know they’re not alone in their thinking—and that preventative care is key. This helped build trust and educate the patients.
Email #6
Finally, Email 6 created urgency. We highlighted that the special offer they signed up for ended soon and addressed cost concerns. We A/B tested different subject lines, and the one expressing urgency—won.
Each email in the sequence was designed to build trust, provide value, and gently nudge leads toward booking appointments.
And when paired with the front desk manually calling those leads, it worked!
In fact…
See the call scripts we used to train front desk teamsThis link leads to a blog post on converting new patient calls into appointments to use to start turning leads into booked appointments.
And if you’re ready for a step-by-step guide to setting up your own email marketing strategy, contact us for personalized support.
