Email is all about building relationships. As a marketing tool, email is at the core of the customer journey. It’s a chance to be present and engaged with your clients on a weekly or monthly basis through their inbox.

Email facilitates a two-way, value based, long term relationship where you can ask your audience open-ended questions, give invitations to respond, ask things that you want to know and importantly – offer your services as a solution to their problems.

Whether you have a large thriving practice or are just starting out and building your business, email marketing is a tool you need to utilize to facilitate consistent growth.

First thing to note is there are two types of marketing emails  – sales emails and nurturing emails. 

Sales emails

Have a new service or program you want to promote? Offering a new client or returning client discount? 

Sales emails are a convenient way to highlight your current offers to your subscriber list. You want to be clever in the way you word a sales email too. Offer up some tips and a relatable story – people are more likely to engage when they feel like they aren’t being sold to (even if they are).

Important to note not to overwhelm your list with sales emails, no one likes feeling like they’re being sold too often and they may lose interest and unsubscribe.

Nurture emails

Nurture emails are sent as reminders for your subscribers that you have the solutions to their problems, to offer up tips and make announcements about your practice without trying to make a sale – think new blog posts, podcasts or events you’re a part of or excited for.

Nurture emails should be sent weekly or bi weekly to keep your subscribers engaged and thinking of you. Even if they are not opening every email, you are still doing your part by consistently showing up and triggering a reminder that they subscribed to your list for a reason!

The key is to deliver consistent value with nurture emails before you send a sales email. We like a ratio of 1:3 – one sales email for every three value based or nurture emails.

Top 5 Tips for Delivering Great Emails

Now that we have the two types of emails down let’s go over how to structure an email that get’s opened every time!

Solve a problem

Your subscribers may not even know you have the answers to some of their problems so share that knowledge and experience with your people!

Speak on current issues, offer up tips and link to relevant blog posts if you have them. 

Keep it short

Let’s be honest, no one really likes reading long and drawn out emails. Keep your emails short and sweet, your subscribers will be more likely to read through it. Add links to more details on your website, blogs, etc if you need to.

Keep it simple

Try to stick to one topic per email, there is no need to overwhelm. If you are posting about a new blog post add a snippet and then link out to your blog. If you are promoting a new service or product try only to do one at a time per email. You want to be clear with your message.

Keep it conversational

Be sure to use language your subscribers understand. Imagine your email as if you’re having a one-on-one conversation with a friend, you wouldn’t use overly scientific lingo.

Also, remember to be yourself – be funny, honest and engaging – people like to know you are relatable.

Captivating subject line

I like to think of it as the first sentence of a story you want them to read. Capture your audience with a subject line they can’t ignore, something that peaks interest and will likely have them opening up your emails every time.


Email marketing is a lost and forgotten art of marketing that has many practitioners leaving money on the table and constantly looking for new leads and clients instead of continuing to work with and solve problems for people that know, like and trust them!

If you know it’s time to do a better job at email marketing but want to learn more of the how-to’s, the do’s and don’ts and what is working in 2021… then grab our Email Marketing for Practitioners Training here and start hitting that send button!

You’ll see the results in your practice when you have the tools and strategy for email marketing, whether you want to sell more services or products, staying top of mind is ESSENTIAL.