E10: How to Use Email Marketing to Turn Leads into Patients

Mark Vurnum

Hi, Welcome back to the Dental Patient Pipeline Podcast and today we’re diving into a marketing tool that, honestly, a lot of clinics seem to be forgetting about—email marketing. And and I get it, you know, there’s so much buzz around social media and paid ads these days that email can feel, well, kind of old-fashioned. But let me tell you, email is still one of the most powerful ways to connect with potential patients and actually convert them into booked appointments.

Mark Vurnum

So, here’s what we’re covering today. We’re gonna look at why email marketing remains one of the highest-converting channels out there. I’ll break down how clinics can use it effectively and, really, how to make sure your emails aren’t just opened but actually acted on. Because sending emails isn’t the hard part, right? It’s getting results that matters.

Mark Vurnum

Now, let’s talk about the numbers. On average, email delivers a staggering 4,200 percent return on investment. That’s—that’s huge. I mean, when you compare that to the performance of social media or even paid ads, email just blows them out of the water. But why? Why does email work so well? It’s because it’s direct. You’re landing straight in someone’s inbox—you’re not fighting against algorithms or hoping they see your post while scrolling. It’s a direct line to the people who are genuinely interested in your services.

Mark Vurnum

But here’s the thing—you’ve gotta make your emails engaging, right? People open emails for two main reasons. One, they trust the sender, and two, the content feels valuable to them. And this is where so many clinics stumble. They’ll send emails that are overly salesy, or worse, completely irrelevant. It’s just noise. What you want to do is craft emails that feel helpful, that show you actually care about their needs. Think about tips, reminders, updates—stuff that they’ll find useful and worth taking a moment to read.

Mark Vurnum

And consistency plays a massive role here too. You can’t just show up in someone’s inbox once in a blue moon and expect results. Sending regular, helpful emails builds trust over time. Consistency keeps your clinic top-of-mind, so when they’re ready to book, guess who they think of first? It’s you. You’re not just a name they saw online; you’re a trusted expert who’s been providing real value consistently.

Mark Vurnum

And, look, email marketing doesn’t have to be this overwhelming, overcomplicated process. With just a few key strategies, you can actually start seeing results pretty quickly. It’s just about understanding what works and sticking with it.

Mark Vurnum

Alright, let’s talk leads. More specifically, how to grow your email list with the kind of leads that actually matter—because, honestly, it’s not just about having a big list. It’s about having the right people on it. If your list is filled with random contacts who aren’t interested in your services, well, it’s not gonna do you much good, is it?

Mark Vurnum

Now, email gives you something that’s really powerful—control. Unlike social media, you’re not at the mercy of algorithms deciding whether your content gets seen. With an email list, you’ve got direct communication with your potential patients. It’s—it’s like having a VIP pass straight into their inbox.

Mark Vurnum

So, how do we get these leads, right? Let’s start with your website. This is where most people are already checking you out, so use it to your advantage. Add a pop-up or a banner offering something valuable—like a free guide, say, “10 Tips for a Brighter Smile.” People love free resources, and a lead magnet like that gives them a reason to hand over their email. But, and this is important, make sure whatever you’re offering is actually relevant to your audience. No generic stuff—it has to speak directly to their needs.

Mark Vurnum

Another thing that works really well? Appointment request forms. I mean, how many patients call or email just to ask about availability? If your website has a simple form for them to request a time slot, you can easily capture their email there. And, it doesn’t feel pushy, right? It’s just part of the process.

Mark Vurnum

But hey, don’t forget about offline strategies. If you’re seeing patients in person, that’s a great opportunity to grow your list too. For example, you can have a form at reception where patients can sign up for updates or newsletters. Or—or, if you’re running an event, have a spot where attendees can leave their email in exchange for something like a discount or a free consultation. The key is to make it easy and not, you know, force it.

Mark Vurnum

Alright, once you’ve got these leads, what’s next? You’ve gotta welcome them, right? And that’s where setting up an automated welcome series comes in. It’s basically a sequence of emails that goes out automatically when someone signs up. Think of it as your chance to introduce yourself, share a bit about your clinic, and show them why they made a great choice signing up. Done right, an automated welcome series can really help turn a brand-new lead into a loyal patient.

Mark Vurnum

Alright, now that we’ve talked about growing your email list with the right leads, let’s dig into something that trips up so many clinics—writing emails that actually get opened and read. Because, look, it doesn’t matter how big your list is if no one’s engaging with your emails, right?

Mark Vurnum

So, let’s start at the very beginning—the subject line. This is your make-or-break moment. A good subject line can mean the difference between your email getting opened or heading straight to the trash. You’ve gotta make it catchy. Use curiosity or urgency—like “Are you making this mistake with your oral health?”—or add a personal touch, like including the patient’s name. People love that. They wanna feel like you’re talking directly to them.

Mark Vurnum

Once they’re in, the next challenge is keeping their attention. And let me tell you, long, clunky paragraphs aren’t gonna do it. Structure your emails so they’re scannable—short paragraphs, bullet points, maybe even bold key phrases. People are busy; they don’t have time to read an essay. Make it easy for them to get the gist in just a few seconds.

Mark Vurnum

And here’s where a lot of clinics miss the mark—they make it all about sales. That’s a big no. Think 80/20. Eighty percent of your email content should be educational or helpful—tips, reminders, updates. The other 20 percent can be promotional, like booking reminders or special offers. When you focus on value first, people are more likely to trust you and engage with your emails.

Mark Vurnum

One of my personal favorite strategies? Storytelling. Humans connect with stories—it’s just how we’re wired. Share real patient success stories, with permission, of course. If someone overcame a dental fear or saw amazing results with your services, that’s powerful stuff. It’s relatable, it’s emotional, and it makes your emails memorable.

Mark Vurnum

Now, before you hit send, let’s talk about a sneaky little thing that can ruin all your hard work—spam triggers. Words like “free,” “urgent,” or even excessive punctuation can flag your email as spam. You wanna avoid overloading it with these, and make sure your email is clean, professional-looking, and mobile-friendly. Most people are checking their emails on their phones, so if it doesn’t look good there, you’re gonna lose them.

Mark Vurnum

So, to sum it up—craft a subject line that hooks them in, keep your emails short and scannable, prioritize educational value, sprinkle in some storytelling, and, whatever you do, stay out of the spam folder. Get those basics right, and you’re already way ahead of most clinics out there.

Mark Vurnum

Alright, let’s talk about where most clinics lose potential patients—follow-ups. Honestly, this is one of those areas that can make or break your lead conversions. Because here’s the thing, most people aren’t gonna book on the first touchpoint, right? They’re busy, or they’re still thinking about it, and then—poof—they forget. That’s where follow-up sequences come in. A good system keeps you top of mind and moves that lead closer to booking an appointment.

Mark Vurnum

So, let’s make this simple. A 3-step nurture email series—that’s all you need to get started. Here’s how it works. Email one? That’s your introduction, your chance to say, "Hey, this is who we are, and here’s how we can help." Keep it friendly, approachable, and focused on their needs. Then, email two goes a bit deeper. Address common questions or concerns—like, I don’t know, for dentists, it might be about the cost of certain treatments or what first-time patients can expect. Make it personalized, like you’re having a conversation directly with them. And by email three, you’re adding a little nudge, a reason for them to take action—like a reminder that appointments fill up quickly or tips they can’t afford to miss out on.

Mark Vurnum

Now here’s where personalization really shines. When you address someone’s specific concerns or even reference something they’ve shown interest in, it’s no longer just another email in their inbox—it’s relevant to them. And people engage with that. You’re not just selling a service; you’re building trust.

Mark Vurnum

Then there’s the power of reminder emails. Sometimes, people are interested, but they’re hesitant. Maybe it’s nerves, maybe they’re waiting for the right timing—it happens. A well-timed reminder, like a gentle “Hey, we’d love to see you soon” or even something like “Spots are filling fast,” can be just the right nudge. No pressure, just a friendly prompt.

Mark Vurnum

And don’t forget about your old leads—the ones who maybe inquired but never booked. Honestly, this is such an untapped opportunity for a lot of clinics. Say it’s been a couple of months since they reached out—send them an email that’s approachable, like “We haven’t seen you in a while, and we’d love to help you with...” Insert whatever matches their original inquiry. And in some cases, offering a small incentive, like a consultation or a discount, can bring them back into the fold.

Mark Vurnum

Automation makes this all so much easier. Once you set up these sequences, you’re not manually tracking who needs what email—it just runs in the background, doing all the follow-up work for you. And that’s time you can spend focusing on running your clinic, you know? Automation isn’t just about saving time; it’s about consistency. And consistency, well, that’s what leads to conversions.

Mark Vurnum

Okay, so we’ve talked about automating follow-ups, but what happens when it’s time to spice things up with promotions and offers? This part is tricky because you want to grab attention without overwhelming or, worse, annoying your email list. So, let’s break it down.

Mark Vurnum

First, running a limited-time offer. This is one of the best ways to create urgency—and, honestly, it works. But here’s the catch: you don’t wanna sound pushy or desperate. Subtle phrasing goes a long way. Instead of “Book now before it’s too late!” try something like “This offer is only available for the next 48 hours.” It’s professional, but still gives that little nudge to act quickly. And keep the design clean; a cluttered email can overshadow the actual offer.

Mark Vurnum

Now, let’s talk about discounts. They can be great, but—and this is important—they’re not for every situation. Offering discounts too often can devalue your services. So when should you use them? Well, one good option is for new patient offers. It’s a great way to lower that barrier to entry and get people in the door. But for existing patients, we’re looking at things like loyalty rewards or a seasonal special. The key is keeping an eye on your margins. A discount won’t help if it eats into your profitability too much.

Mark Vurnum

Speaking of timing, holiday and seasonal campaigns can work wonders for engagement. Think of your emails as part of a larger conversation your patients are already having in their minds. For example, January might be the perfect time to position a teeth-whitening offer as a “New Year, New Smile” promotion. Align it with what people are thinking about, and suddenly, your message feels relevant instead of random.

Mark Vurnum

And here’s an easy win: referral incentives. People trust recommendations from their friends and family, right? So why not encourage it? Offering a small bonus—like a discount or free service—for both the person referring and the new patient can create a win-win. Plus, it doesn’t just bring in new patients; it strengthens your bond with existing ones.

Mark Vurnum

Lastly, let’s not forget the power of A/B testing. This is where you get to experiment a little. Try testing two versions of the same offer—maybe one uses a bold, eye-catching design and the other is more minimalist. Or test different subject lines to see which one gets opened more. The beauty of A/B testing is that it takes the guesswork out of knowing what your audience responds to best.

Mark Vurnum

And the real art here? It’s finding the balance. You want your promotions to excite and engage your audience without bombarding their inbox with too much noise. It’s all about staying valuable and relevant.

Mark Vurnum

Alright, let’s wrap things up by talking about how to refine your email marketing game. Because really, what’s the point of sending emails if you’re not tracking performance and improving with every campaign, right?

Mark Vurnum

First things first—key metrics. Pay attention to your open rates, click-through rates, and conversions. Why? Well, open rates tell you how compelling your subject lines are. Click-through rates? That’s where you see if your content actually resonates. And conversions, of course, show if those clicks are turning into booked appointments. These numbers aren’t just data—they’re telling you a story. You just need to listen and adjust.

Mark Vurnum

Now, testing is your best friend here. Subject lines, email content, even the time you send—it’s all testable. Split your list into two groups, send slightly different versions, and see what performs better. Maybe one subject line feels engaging, but the other drives action—you’ll never know unless you test. And don’t be afraid to try new angles. Sometimes the smallest tweaks make the biggest impact.

Mark Vurnum

Speaking of timing, let’s talk schedules. There’s no magic answer for when to send, but mornings midweek—say, Tuesday or Wednesday—often see higher engagement. That said, this varies. Think about your audience—are they morning people, or do late afternoons work better? Track your results and fine-tune your schedule as you go.

Mark Vurnum

But here’s where the real magic happens—list segmentation. Don’t send the same email to everyone. Break your list down by interests, behaviors, or even demographics. For example, patients interested in whitening treatments might want different emails than those considering orthodontics. When you tailor your messages, you’re giving people content that actually matters to them.

Mark Vurnum

And listen, improving your strategy is an ongoing process. Check your data after every campaign and ask yourself—what went well? What didn’t? If open rates are low, revisit those subject lines. If click-through rates are lagging, maybe it’s time to revisit your call-to-action. Email marketing isn’t set-it-and-forget-it—it’s all about learning and improving, one step at a time.

Mark Vurnum

So, here’s the big picture. Email marketing isn’t just about pushing content out there—it’s about connecting, building trust, and growing your practice in a way that feels natural and valuable. With the right metrics, consistent testing, and a commitment to personalization, you really can transform this into one of your clinic’s most powerful tools for growth.

Mark Vurnum

And that’s all for today, folks. It’s been great walking through how email marketing can literally change the game for your clinic. Remember, small, consistent efforts lead to big results over time. Take what you’ve learned, put it into action, and watch how it impacts your practice. I’ll see you next time, and until then, keep scaling.