How To Get Your Audience To Read Your Emails

a month ago   •   3 min read

By Ernesto Gutierrez, MD
Photo by LinkedIn Sales Solutions / Unsplash
Table of contents

“I send emails every so often but I'm unsure anyone's reading them!”

That’s exactly what a good friend of mine said when I asked her about emailing her patients. She launched an email list about a year ago at my recommendation and while it's grown in terms of subscribers, she struggled getting any ROI from the time invested in it.

If you’ve ever sent marketing emails to your patients, chances are you’ve experienced this as well.

Here’s what I told her to do:

Create an onboarding sequence

The single, most opened email you’ll ever send is the very first email you send to a new subscriber.

Which means you should have an onboarding sequence of at least 3 emails you send to every new subscriber.

💡
To learn more about automated email sequences, read the deep dive I wrote for my newsletter subscribers 
Doctors Are Using Automated Email Sequences To Get More Patients Without Spending More On Ads – Here’s How
Email is the most underutilized marketing tool in every doctor’s toolbox. Yet email was responsible for boosting my clinic’s conversion rate (from inquiry to consultation) from 12% to >40%. And a full decade later, I continue seeing similar results whenever we deploy this strategy in our clients’ p…
Never miss another of these deep dives - Sign up to 'It's Not Brain Surgery' and get them in your inbox every Sunday

“But… What should I write in these first emails?”

The goals of your onboarding sequence are to get your subscribers used to seeing your name in their inbox, and to get them excited for your emails.

This is what I recommend to my clients:

Email 1

Send this one as soon as they confirm their email.

Use this email to welcome them into your list. Let them know what they can expect, how to get in touch with you, when you send your newsletter and how to unsubscribe.

Tease what’s coming in the next email (Email 2) and ask them a question.

For example, if you’re a pediatrician, you can ask them to reply letting you know whether their kids are toddlers, preschoolers, teenagers, etc.

Email 2

This one can come the very next day (my recommendation), or skip one day after the first one.

I use this email to introduce myself in a way that is relevant to the reason why they signed up to my list. For example, in my stem cell clinic, I used this second email to tell a story about the first patient with autism I encountered and how he made me realize how little I knew about autism and prompted me to seek additional training.

Email 3

Assuming you’re doing a short onboarding sequence, this is the last email you’ll send as part of that initial sequence.

Remind them what to expect from being on your list and also let them know what else you offer besides this free content. Introduce these services but don’t expect many people to sign up for them from this email.


Do you need help with your emails? Get in touch!

There are many ways in which my team and I can help you seriously improve your email game!

Spread the word

Keep reading