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How to Set Up Email Marketing for Your Practice

Email marketing is one of the most effective ways to stay connected with your patients, nurture relationships, and grow your practice and online supplement sales. Whether you’re sending educational newsletters, product announcements, or promotions, email helps you reach your patients directly and consistently.

This guide will walk you through how to set up and maintain your email marketing program, no matter which platform you use.

Define Your Goals and Audience

Before setting up your email marketing tool, clarify what you want to achieve:

  • Grow your patient base: Share educational content or special offers that encourage new sign-ups or visits.

  • Boost supplement sales: Highlight new or popular products and link directly to your inSITE e-commerce store.

  • Enhance patient engagement: Send wellness tips, seasonal health advice, or reminders for follow-up care.

Create a clear picture of who you’ll be emailing — for example:

  • Current patients

  • Lapsed patients

  • New leads from your website

  • Online supplement customers

This clarity will help guide your content and email segmentation later.

Choose an Email Marketing Platform

There are many options such as Mailchimp, Constant Contact, Kit, and more. Look for tools that include:

  • Drag-and-drop email templates

  • Audience segmentation and tagging

  • Automation workflows

  • Analytics and reporting

You don’t need a specific one as the setup process is similar across most platforms.

Import and Organize Your Contacts

Most email marketing systems allow you to upload a CSV file of your patient or customer list. When doing so:

  • Ensure you have permission to email everyone on the list (patients must have opted in).

  • Include key fields like first name, email, and last purchase date (if available).

  • Use tags or groups to organize by interest or behavior (e.g., “Supplement Buyers,” “Nutrition Clients,” or “Chiropractic Patients.”)

Create an Opt-In Form or Landing Page

To keep growing your email list, set up an opt-in form on your:

  • Website: Add a sign-up form for newsletters or supplement updates.

  • Social media: Share links to join your email list.

  • Checkout pages: Allow supplement buyers to opt into health tips or special offers.

Offer something of value to encourage sign-ups, like a free guide (“Top 5 Tips for Daily Wellness”) or similar offers.

Design Your First Campaign

When building your first email:

  • Start with a simple template that looks good on mobile.

  • Include your practice name and logo for consistent branding.

  • Write a short, clear subject line (under 50 characters).

  • Keep your message focused: one topic per email works best.

  • Add a clear call-to-action (CTA) such as:

    • “Shop Supplements”

    • “Schedule a Visit”

    • “Read More on Our Blog”

Set Up an Automated Welcome Series

Automation is key to scaling your marketing. Most platforms let you send automatic emails when someone joins your list. A simple 3-part series works well:

  1. Welcome email: Thank them for subscribing and introduce your practice.

  2. Educational email: Share helpful wellness information or your philosophy of care.

  3. Promotional email: Highlight a supplement bundle or new product or service.

Send Regular Emails and Track Performance

Send at least one email per month to stay top-of-mind. Use your platform’s analytics to track:

  • Open rates (interest in your subject lines)

  • Click rates (engagement with your content)

  • Unsubscribes (to refine your approach)

Test and adjust over time. For example, try new subject lines or change the sending day.

Stay Compliant and Respect Privacy

To comply with email marketing laws (like CAN-SPAM in the U.S.):

  • Always include an unsubscribe link in every email.

  • Display your practice address in the footer.

  • Only email contacts who have opted in.

These rules build trust and protect your reputation.

Keep Building and Improving

Email marketing grows stronger over time. Continue to:

  • Add new subscribers.

  • Test different content styles (videos, recipes, testimonials).

  • Celebrate small wins. Each email is a step toward a healthier, more connected patient base.

Site-Specific Instructions

Email marketing helps you share your expertise, deepen relationships, and increase sales, all while reinforcing your role as a trusted healthcare practitioner. Start simple, stay consistent, and focus on providing real value to your patients.