Three Ways to Create More Engaging Emails to Better Market Your Dental Practice

Jackie Ulasewich-Cullen


While new forms of digital marketing communication have been developed over the years, email marketing has remained strong and, in fact, continues to grow. According to online statistics company Statista, 293.6 billion daily emails were sent in 2019, and that number is expected to jump to 347.3 billion daily emails sent in 2022.

Email not only allows you to promote your treatments and services to new and current patients, it also helps you develop a strong connection with them outside of your office. What’s more, it can be one of the most cost-effective forms of marketing today.

As with all of your marketing, however, the key to successful email marketing is to create engaging content so your patients will take action, whether that’s booking a new treatment or sharing the email with a friend or family member. Here are three ways you can create more engaging emails.

Get Personal

Storytelling is one of the fastest growing marketing techniques used to capture the attention of patients. Product and service features and benefits are not enough to differentiate you from other practices in your area, but personal stories of you and your practice will.

Examples of personal messages in your email include highlighting a new team member, sharing patient testimonials, or linking to a video where you show how a treatment helped one of your patients. People connect with people, and using personal stories is a sure way to build the trust factor through email.


How your email is formatted is just as important as what’s in it. Attention spans are short, and the way to capture them is by using a block format that is easily scannable.

Start with a headline that is bolded so readers know right away what they can expect in the email. Include a brief introductory paragraph and use bullet points to call out main features in the text.

Also, always include a call to action in your last paragraph. Whether it encourages your audience to call for an appointment or reply to the email, it gives the email a sense of purpose that urges your audience to take action.

Hook ’Em

In order to grab your audience’s attention, use a catchy subject line and opening. It takes seconds for someone to decide whether or not to open your email based on your subject line. Try using humor or urgency to get them to stop and open your message. Avoid emails with “Our Monthly Newsletter” or other generic subject lines that immediately end up in the email trash bin.

Executed consistently, these three actionable tips will improve your open rates and engagement with your email marketing and lead to stronger relationships with your patients. A win-win!

With more than a decade of experience in corporate dental laboratory marketing and brand development, Ms. UlasewichCullen decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency. Since starting her company, she and her team have helped a wide variety of practices all over the nation focus their message, reach their target audience, and increase their sales through effective marketing campaigns. She can be reached at (800) 689-6434 or via email at

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