The Power of Email Marketing for Growing Your Therapy Practice

You didn’t go to school to become a marketing expert, but But what if you want to build a private practice that thrives without you constantly searching for clients, getting comfortable communicating with clients and potential clients on a regular basis.

That’s where email marketing comes in.

It's one of the most effective yet underused tools for therapists, and it can help you grow your practice while maintaining that personal touch you’re known for.

Why Email Marketing Works

Email marketing might not be the first thing you think of when you consider marketing your practice, but it’s one of the most effective methods for staying connected with your clients. Studies show that for every $1 spent on email marketing, businesses see an average return of $42. That’s an impressive return on investment, and it can make a big difference in a small therapy practice.

What makes email marketing so effective? The key is in the relationship-building. Unlike social media, where your content can get lost in the noise, emails land directly in your clients’ inboxes. This allows for a more personal and private connection, something that’s critical if you want them to trust you enough to call. You can reach out to current and potential clients, share helpful resources, and remind them that you’re there for support whenever they need it.

Plus, email marketing helps you stay top-of-mind for your clients. Even if they don’t need your services immediately, your regular emails ensure that when the time comes, they’ll think of you first.

How to Get Started with Email Marketing

Getting started with email marketing is easier than you might think. You don’t need to be a tech wizard or spend hours each week crafting the perfect emails. Here are three simple steps to launch your email marketing efforts:

Build Your List
First, you need a list of people to send emails to. If you have an electronic medical record system, you can send an invite to each client who registers on your site. You can also embed an opt in or subscription method in your blogs. Both of these can happen easily and organically. We also have a QR code in our office linked to a lead magnet, which is just a free gift that we give them in exchange for their email address. We’ve done free video content, anxiety guides and digital workbooks.

The system that you use to hold your emails can also help you build it. I recommend Flodesk. It is super beginner friendly, includes templates that are easy to customize and has great deliverability. If you use my link you’ll get access the lowest price available which is $19 a month at the time of this writing. Flodesk has built in landing pages to collect email addresses and you can put them on your existing website or social media too.

Create Valuable Content
Your emails don’t have to be long or overly detailed. In fact, short and sweet often works best. Focus on providing value. You might send out a weekly tip for managing anxiety, a quick mindfulness exercise, or even a short message just to check in with clients and see how they’re doing. The key is consistency. Regular, helpful communication builds trust and keeps you top of mind. Keeping your emails valuable assures that your clients and potential clients opening them which is good for business.

Automate Your Emails
One of the biggest advantages of email marketing is that much of it can be automated. While I recommend Flodesk, I’ve also used Mailchimp and ConvertKit. All of them allow you to set up automated sequences that deliver your messages at the perfect time. For example, you can create a welcome series for new subscribers, send appointment reminders, or follow up with clients after their sessions. Once these automations are set up, they work in the background, saving you time while still nurturing your client relationships.

Real-World Examples

Let’s look at how email marketing has helped other therapists grow their practices.

Example 1: The Check-In Email
A therapist named Maria wanted to stay connected with her clients between sessions. She started sending out a weekly “check-in” email, offering a quick tip or reflection on mental health. Over time, these emails not only strengthened her client relationships but also led to an increase in referrals. Clients would forward Maria’s emails to friends and family, leading to new clients who appreciated her approachable and caring tone.

Example 2: Automated Welcome Series
Another therapist, John, struggled with no-shows and cancellations in his practice. He implemented an automated email series that would welcome new clients and remind them of their appointments with friendly, encouraging messages. After implementing the email series, John saw a significant reduction in cancellations and more consistent engagement from his clients.

Take the Next Step

Email marketing might seem like a small thing, but its potential to grow your therapy practice is enormous. It allows you to maintain meaningful connections with your clients, attract new ones, and remind people of the value you provide, all while saving you time and effort. If you're ready to give email marketing a try but don’t know where to start, check out my Email Marketing for Therapists course. You can get your marketing setup quickly and start growing your list.

Let email marketing work for you, so you can focus on what you do best. helping your clients.