Email marketing for private practices: A beginner-friendly guide to newsletters
Email can seem kind of old-fashioned in today’s social media world, but it’s still a highly effective marketing tool. Many of us check our inboxes several times a day (or hour!) and opt-in to hear from small businesses and service providers we’re interested in.
So, if you run a private practice, you can use a newsletter to attract new clients, stay top of mind with current clients, and build trust with both.
And I’m not talking about salesy, promotional emails here. You can grow your practice with a helpful, compassionate newsletter that aligns with your values as a mental health provider.
Below, I’ll dive into everything you need to get started with a newsletter, including why it’s worth your time, what type of emails to send, and how to build an email list.
4 benefits of newsletters for private practices
You’re busy taking care of your clients, and yourself, so let’s start with why newsletters are worth the time investment. Here’s how a newsletter can help you market your private practice.
1. Build trust and credibility
As a mental healthcare provider, you’re asking clients to share their deepest thoughts and darkest struggles with you. Trust is everything. Sharing a consistent, thoughtful newsletter that highlights your expertise and values can help cultivate that trust.
2. Stay connected with clients
A newsletter helps you stay top of mind with potential clients who are interested in your services (but not ready to book yet), and current clients who are already working with you.
You’re not sending pushy sales messages. You’re providing valuable content and a gentle, no-pressure reminder that you’re there to help when they’re ready.
Even just seeing your practice name pop up in their inbox might be the nudge someone needs to book an appointment, or recommend you to a friend in need.
3. Stay in control of your marketing
Social media algorithms can change overnight, but your email list belongs to you. It gives you a direct, reliable line of communication with people you can help.
Plus, unlike paid ads, everyone on your email list has opted-in to be there, so you know they’re interested in what you have to say and want to stay up to date with your practice.
4. Save money – it’s very cost-effective
The return on investment (ROI) for email marketing is $36 for every $1 spent, making it a very cost-effective marketing method. Your expenses are usually just the cost of your email platform — which is about $10 to $20 a month, depending on how many features you’d like and how big your email list is.
If you don’t need the bells and whistles and have a small list, some platforms are free. We’ll dive into software tools to use soon.
As your practice grows, you can invest in more advanced software and hire help with your emails. But it’s not needed to get started.
What should your newsletter be about?
As a therapist, psychiatrist, or mental health provider, you probably don’t want to send sleazy sales emails and traditional promotional marketing, even though you’re running a private practice.
Luckily, there are plenty of other types of emails you can send to grow your business, without the icky feeling or pressure tactics.
Your newsletter should reflect your practice, the services you offer, and your values. But here are some ideas to get you started.
News about your practice
Let your email list know about any updates they could be interested in. This could be that you’ve started offering a new service, hired a new specialist, or extended your opening hours.
For example:
- Evening coaching sessions now available
- New service: Text therapy (for when you don’t want another video call)
- Free online workshop: Taming your inner critic
Educational emails
You can use your newsletter to share educational mental health content. The aim here is to provide helpful information that builds trust, showcases your expertise, and helps you serve your community — all while acting as a gentle reminder that you’re there for support in these topics.
You can focus on your specialities, common struggles you see clients face, FAQs you get, or seasonal topics. You can also use your newsletter to showcase your latest blog posts, directing people to those posts and your website.
For example:
- New on the blog: Breaking the cycle of abusive relationships
- Communicating needs in relationships: My tips as a couple’s counselor
- Is it normal to cry in therapy? (and other questions you’re too afraid to ask)
Personal stories
A newsletter is the ideal place to get personal, as it feels more intimate than blog posts or social media content.
You can use this space to share behind-the-scenes snippets of your practice, personal thoughts on mental health trends, and relevant experiences.
This helps showcase your human side. Readers can connect with you, making them more likely to remember your practice and reach out when they need support.
One caveat, though: avoid getting overly personal and creating a dual relationship dynamic. Keep appropriate boundaries, even in your newsletter content.
Sharing too much of your personal struggles could unintentionally create a dual relationship dynamic, so it’s best to keep things relatable, but professional.
For example:
- How I manage ADHD as a therapist (and how I help my clients do the same)
- The surprising reason I became a life coach
- Bed rotting: My take on the trend (and how to do it without tanking your mental health)
- How I use AI tools as a therapist
Gentle reminders about availability
There’s a fine line here, so do what feels comfortable and appropriate in terms of self-disclosure. If that feels like too much, you can always use your newsletter to let people know you’ve got availability for new clients. This is especially helpful if you’re often fully booked, or you’re opening a new group therapy cohort.
For example:
- I’m accepting new clients — here’s what you need to know
- New support group starting in June
- Now taking bookings: We’re here if you’ve been thinking about therapy
Don’t be afraid to mix these types of newsletters together. This helps the availability reminders look less promotional. For example, each month you could send a newsletter that shares mental health tips, a journal prompt, and then any practice updates or availability news.
How to build an email list
The upside to newsletters is that everyone on your list has chosen to be there. The downside? You need people to sign up to begin with.
Here are some tips to encourage sign-ups:
- Let current clients know you have a newsletter (only when it feels right and natural)
- Add a newsletter sign-up form to your website, blog posts, social media bios, and email signature
- Offer a lead magnet (that’s something in exchange for sign-ups), like a free worksheet, ebook, or pre-recorded workshop on a common issue you specialize in
How to start a newsletter
Ready to launch a newsletter and connect with clients in their inboxes? Here’s a simple step-by-step guide to get you up and running.
1. Choose an email platform
Beginner-friendly tools include:
They usually cost around $10 to $20 a month, but many platforms offer free plans for those just getting started.
These tools help you build and send emails easily as well as ensure compliance (think CAN-SPAM and GDPR). However, HIPAA compliance requires extra care, especially if you include personal health information or if your emails reference someone’s treatment. Make sure your email platform offers a Business Associate Agreement (BAA) if you plan to send anything that falls under HIPAA.
2. Create a sign-up form
Use your tool of choice to create a sign-up form and add this to your website, social media bios, email signature, and anywhere else you feel is appropriate.
Include a short sentence to encourage people to sign up like, “Join my monthly newsletter to get mental health tips and practice updates.”
3. Choose your design
Tools like those above include customizable templates and drag-and-drop features, so you easily create an email design you like.
Don’t worry about fancy designs to start, clean and simple is best.
4. Write your first email
If you’re not sure where to start, keep it short and helpful.
Try this format:
- Warm greeting
- One helpful tip
- One practice update or availability info
- Warm sign-off
Don’t forget to use clear, friendly language that reflects your practice and the types of support you offer.
5. Keep going
Choose an email schedule and stick to it. That could be the first Monday of every month, for example. Add it to your calendar and make it a habit.
Optional: Share your newsletter on social media. Let people know you’ve sent out your latest newsletter and where to sign up if they want the next edition.
6. Experiment with advanced features (if you like!)
Don’t let advanced features stop you from starting. Equally, if you’re ready for the next level, there are some advanced features you can experiment with.
Those include:
- Automation: You can set up an automatic welcome email to go out when someone signs up for your newsletter.
- Segmentation: This is when you send different emails to different groups in your email list, such as current clients vs. potential clients.
- Monitoring: You can check metrics like your open rate (the percentage of people who opened your email). This can give you insights into which types of subject lines work best.
Final thoughts
Newsletters are a great way to stay in touch with current clients and stay top of mind with potential clients.
They can feel overwhelming, but remember, the most important thing is to send a warm newsletter that gently reminds people of your practice and builds trust and credibility through helpful content. Don’t be afraid to keep things short and simple when you’re starting out.
Finally, when preparing to actively market to current clients, check your specific licensure board’s guidance and consult their code of ethics. Guidelines by professional bodies like the American Psychological Association (APA), American Association for Marriage and Family Therapy (AAMFT), or American Counseling Association (ACA) offer great resources.
Want more time to do the marketing for your practice? Upheal helps you write progress notes up to 90% faster, freeing you up for what matters most: growing your business, supporting clients, and taking care of yourself.
