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10 Tips for Creating an Engaging Email Newsletter

April 17, 2024

Kendall Hagensen, clinic owner, mental health practitioner, and business coach smiles at her laptop as illustrations of notification bells and opened mail float from the screen Kendall Hagensen, clinic owner, mental health practitioner, and business coach

Drip campaigns.


Creating a buzz.

If this sounds more like a coffee shop than it does a marketing strategy… it might be time for some expert advice.

Kendall Hagensen developed entrepreneurship expertise in the wellness space. She’s built a successful mental health practice, while managing a Washington-based multidisciplinary health clinic, Vancouver Wellness Studio, and founding her coaching and consulting business Wellness Center Creators. Having earned her business acumen “the hard way,” she now leverages this expertise to coach practitioners across North America.

How to write email newsletters that clients (truly) want to open

Although it might seem like going viral on TikTok is now the only way forward, we’re taking a deep dive into a more traditional marketing platform: email newsletters.

While the initial setup can take some effort, “it can be one of the lowest cost and highest reward marketing strategies that you would use,” Kendall tells us.

We’ve distilled Kendall’s advice into 10 quick tips to help you launch or enhance your email marketing strategy.

Let’s dive in!

Kendall’s top 10 tips for creating a successful newsletter

1. Follow the five-to-one rule: give five, ask for one

You want your content to be valuable, not a constant sales pitch. That means giving away five pieces of free and valuable content (think: a healthy recipe or free meditation) for every one time you’re making a request (example: registering for a workshop).

Note: A booking link in your footer is one of your most important calls-to-action. The request to book an appointment should always be present.

Kendall speaks with a patient in a treatment room with a bed in between them

2. Keep the focus of your newsletter on the client

As a healthcare provider, you might inadvertently put the spotlight on you: your education, experience, and credentials.

It’s important to flip that around! Tell your client how you’re solving their problem. For a look into this further, Kendall recommends Donald Miller’s bestselling books, Building a StoryBrand and Marketing Made Simple.

3. Serialize content to keep readers coming back

A series refers to providing a steady stream of helpful tips from multiple practitioners spread out throughout the month. You can also create a “drip campaign,” or a series of content that leads to a larger call-to-action.

Try weekly stretches, PDF resources, guidebooks, videos, or checklists.

4. Showcase your health and wellness team

Time for some behind-the-scenes! Showcase some fun at your clinic, introduce a new provider, or highlight a colleague’s new certification – and how it can help increase your clients’ well-being.

5. Craft empathy-based newsletter content

What would make your clients’ lives easier? Thinking from your clients’ perspective is another way of centering their needs and keeping them interested.

Topics could include industry news, comic relief, or tips related to your discipline.

6. Keep to a consistent schedule

Create patterns across your content to help with scheduling. For example, try regular availability updates, health recipes, or desk stretch videos.

When it comes to frequency, focus on relationship-building and consistency. Anywhere from once a day to once a month can work, as long as there is value in the content.

7. Measure your success

Data can feel overwhelming. One place to start is checking the size of your email list.

When opening your email platform, look at the percentage of opens (recipients who open the email), clicks (links clicked on), and conversions (the number of people who sign up, book, or purchase an item after clicking a call-to- action in your newsletter).

According to Kendall, having a 25–30% open rate means you’re doing something right.

A diagram outlining the main parts of an email newsletter

8. Keep subject lines direct and to the point

Keep your subject line on point. If you put “salad recipe” in your subject line… well, make sure to feature a salad recipe prominently in the body of your newsletter.

“People don’t appreciate having to do three different calls-to-action and give a bunch of information to get the salad recipe. At that point, they’re just going to give up and go Google a salad, because it’s not that difficult. You’re going to lose them in that process,” Kendall says.

When you’re getting ready to send a newsletter, have someone review it and test how your reader will receive it in their web browser or email.

Preview the links and the images, and check how your email will look on a phone or tablet.

10. Grow your newsletter with a lead generator

You’re writing a great newsletter. But how can you attract sign-ups?

It’s time to leverage your website, social accounts, and even in-person events.

One option is adding LinkTree, an integration that shares links to events or pages, to your Instagram and Facebook. You could also put a button on your website or even dust off a clipboard to collect info on paper when hosting an event at your clinic.

People sign up for your newsletter because they want to hear from you

For many, the idea of emailing folks is a burden. Kendall suggests shifting that mentality. Remember that for subscribers, it’s a choice.

“I didn’t want to send people newsletters, because all I wanted them to do was come here and receive amazing care and feel better,” Kendall says. “And then I realized, well, they’ll be able to do that if they know about us. And newsletters really help with that. It helps remind people. The mindset shift there is to think of it not as bombarding people, because they’re choosing to sign up for your newsletter.

“If they choose to sign up, you’re not burdening them. You are keeping your business at the top of their mind, and that’s what helps them come and utilize your business.”

Searching for more marketing tips and tricks? 🕵🏽

Whether you’re looking at starting an email newsletter, revamping your website, or diving into social media (it’s not all that scary, we promise), we’ve got you covered with Front Desk magazine.

Filled with expert advice and insights into clinic life, you can get print issues delivered right to your clinic! 📖

The cover of Front Desk magazine

This article was originally published in issue 1 of Front Desk magazine and has been modified and updated.

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