When patients open your emails, they shouldn’t feel like they’re looking at one of those coupon flyers that used to come in the Sunday paper (remember the Sunday paper?). And they’re not going to wade through a book-length mishmash of random updates either. The most effective aesthetic practices use email to educate, inspire, and connect — which naturally leads to more regular bookings and primes the pump if you have a killer offer to share whenever the schedule looks light.
Here are seven ways to keep your calendar full without turning every email into a sales pitch.
1. Share Treatment Education Instead of Just Sales
Use email to explain what some of your top procedures and treatments do, who they’re for, and the results patients can expect. The more patients understand the benefits, the more confident they’ll feel booking.
Example: A short email explaining how RF microneedling works, with before-and-after photos and a link to your treatment page where viewers can make an appointment.
2. Send Seasonal Skincare or Beauty Tips
Align your email content with the time of year. It’s a natural way to introduce relevant services without a hard sell, since you’re likely answering questions many people have on their minds anyway.
Example: In spring, focus on sun protection and prepping for a confident summer look with treatments like IPL or liposuction.
3. Spotlight Real Patient Stories
Social proof is powerful. Feature before and after photos and short testimonials to inspire readers. For bonus points, get lifestyle images of your patients enjoying their results on the beach, at the pool, or at a special event.
Example: Create a blurb called “How Sarah Got Her Glow Back Before Her Wedding” with photos and a gentle call to action to book a consult.
4. Use “Last-Minute Openings” to Create Urgency
When you’re seeing a big block opening up on the calendar, whether due to patient cancellations or additional provider availability, send a quick, friendly email to a segmented list of active patients who might be most interested. This also can be a super good way to utilize your text message marketing lists.
Example: Send out a blast saying something like, “Our BOTOX injector just had her calendar open up tomorrow from 1 to 4pm — reply now to claim your spot!”
5. Automate Follow-Ups for Long-Term Retention
Set up automated emails for patients who haven’t booked in 6 to 12 months. Keep it light and personal. Better still, create an entire drip campaign to lure these folks back into your office, by sweetening the pot with an offer or other reward.
Example: If it’s been 6 months and Carmela doesn’t have another appointment on the books, she gets an email and text message saying, “We haven’t seen you in a while — here’s what’s new since your last visit. Book online today!”
6. Send Regularly to Stay “Top of Mind”
Don’t stress too much about crafting the perfect email each and every time. The best way to make email or text message marketing pay off is to keep your messages short, personal, and, most importantly, frequent.
Example: Create a content calendar and schedule an email and/or text message to go out about twice every month to keep your brand front and center.
7. Change Up Your Subject Lines
This is actually one area where AI can be a big help, generating a variety of possible subject lines from your content. You may even want to test a few different subject lines each time, sending to different subsets of your lists to see what gets better open rates.
Example: Instead of titling all your emails “This Month’s News,” try to highlight one of your specials, use emojis, or tease a big announcement.
Need help building the right email strategy for your aesthetic practice? Sector45 can design a done-for-you system that keeps patients engaged year-round. Get in touch today to get started.
