Social media gets a lot of attention among digital marketers. Yet email remains one of the best marketing tools for local businesses, including chiropractic offices. DemandSage reports that email marketing delivers an average ROI of $36 to $40 for every $1 spent, making it one of the most affordable and effective chiropractic marketing methods available.
For chiropractors, email marketing offers an opportunity to stay connected with existing patients and also attract new ones. You’re not only building trust and nurturing patient relationships but also keeping your calendar booked year-round. With Townsquare Interactive’s email marketing tips for chiropractors and our business management platform, you can automate campaigns and spend your time focusing on exceptional patient care.
1. Build Your Email List
Every email campaign starts with a clean, well-organized list. To build your email list, collect email addresses everywhere you can, including:
- New patient intake forms
- Your website or blog, using an opt-in freebie like a “Better Posture at Work” guide
- Social media promotions or contests
- In-office check-ins or Wi-Fi sign-ups
With any collection method, make sure you request permission to send future marketing communications. In compliance with federal regulations, include an “unsubscribe” link in your emails to give people a way to opt out.
2. Segment Contacts
As you gather contacts, segment your list into different categories. Common segments include:
- New leads: Potential patients who haven’t yet booked but found you online
- Active patients: Those currently receiving care, great for sending follow-ups and educational content
- Past patients: People who haven’t booked an appointment in a while
- Behaviors: Subscribers who exhibit patterns, such as booking add-on services (massage, fitness sessions, or anything else you offer)
Segmentation allows you to send messages that feel timely, personal, and relevant to each recipient’s stage in the patient journey. Using Townsquare Interactive’s cloud-based customer relationship management (CRM) platform — a preferred CRM for chiropractors — offices can also easily organize key data, such as patient information and appointment bookings.
3. Create Value-Packed Emails
When people opt in to your emails, they do so expecting valuable content to be delivered to their inboxes. Here are a few ideas to keep your patients engaged in between visits:
- A wellness-focused newsletter with monthly tips, “5 Simple Stretches to Ease Lower Back Pain”
- Patient success stories featuring testimonials, Google reviews, and recovery milestones
- Practice updates announcing new services, technologies, and team members
- Exclusive offers, such as limited-time discounts for new or returning patients
Emails that go beyond promotions to educate and inspire patients will help position you as a trusted expert and avoid unsubscribes.
4. Nail Your Subject Lines
Your subject line is your first impression, and it’s often the deciding factor in whether someone opens your email (or sends it to the trash bin). They should be intriguing enough to open — but not so mysterious that people don’t know what’s inside.
Focus on crafting subject lines that are personal and benefit-driven. For example:
- “Feeling stiff lately? Let’s fix that.”
- “Your neck pain might not be from your pillow. Here’s why.”
- “Better posture starts with one small change.”
Consistency is key. With Townsquare Interactive’s automated email and SMS tools, chiropractors can schedule newsletters, promotions, and follow-ups without manually managing every campaign.
5. Automate and Nurture Patient Relationships
Automation keeps your practice connected, even when you’re busy with patients. By mapping out a simple email journey, you can guide leads through the customer journey, from initial contact to long-term loyalty.
Here’s an example of a chiropractic email flow:
- Welcome email: Thank new subscribers, and share what to expect from your office. Ask them to whitelist your email to avoid hitting spam folders.
- Education nurture series: Send helpful content on chiropractic care benefits and at-home posture tips. Include a soft call to action to book a free consultation.
- Conversion email: Offer a discount on the first appointment.
- Follow-up email: After a visit, check in to see how patients are feeling.
- Reactivation email: Reach out to patients who haven’t booked in six months or more with a friendly reminder or offer.
Automation ensures that no patient slips through the cracks. The Townsquare business management platform integrates your scheduling, billing, and CRM data, so your marketing runs smoothly in the background while you focus on patients.
6. Request Reviews and Referrals
After each appointment, don’t miss the opportunity to follow up and request feedback. Positive reviews build credibility and directly impact your Google Business Profile rating, potentially helping your practice appear higher in local search results.
Make it easy for patients to leave a review:
- Include a direct link to your Google Business Profile.
- Add a clear call to action, such as “Leave a Review” or “Share Your Experience.”
- Thank patients for their time and feedback.
You can also include a referral incentive in your emails — for example, “Refer a friend, and both of you receive $20 off your next adjustment.”
Automating review and referral requests through Townsquare’s CRM allows you to collect feedback consistently, which strengthens your reputation and keeps your phone ringing.
7. Track Performance & Stay Consistent
Like any marketing channel, success with chiropractic email marketing requires testing and optimization. Chiropractors should regularly review their campaign performance using metrics such as:
- Open rate: How many people are opening your emails?
- Click-through rate: How many are engaging with your content?
- Conversion rate: How many are booking appointments or redeeming offers?
Try A/B testing different send times and subject lines (“Back Pain Relief Starts Here” versus “3 Ways to Feel Better This Week”) to see what strategy resonates best.
Remember, consistency builds recognition and trust. A monthly or bi-weekly email cadence is enough to keep your patients engaged without overwhelming their inboxes. With Townsquare Interactive’s all-in-one platform — which connects your CRM, scheduling, billing, and automated marketing tools — it’s easy to stick to a schedule.
Keep Growing With Email Marketing for Your Chiropractic Office
Chiropractic email marketing is one of the simplest ways to strengthen patient relationships, generate referrals, and maintain a steady flow of appointments. By implementing the email marketing tips for chiropractors above, doctors can build lasting trust while growing their practices.
Ready to simplify your marketing and connect with patients and prospects year-round? Start a free demo with Townsquare Interactive to see how easy it is to grow your chiropractic office with the right systems in place.