Email Marketing for Chiropractors: A Complete Guide to Chiropractic Email Marketing That Gets Patients Back in Care
- Nerissa Brumley
- Sep 24
- 6 min read
You’ve built a patient base. You’ve probably even sent a few newsletters. But when most chiropractors think about “email marketing,” it usually means inconsistent sending, generic copy, and disappointment when click rates seem too small to matter. The truth is: email marketing for chiropractors isn’t about chasing clicks. It’s about patient retention and reactivation—keeping the patients you’ve already worked hard to attract, and re-engaging those who have drifted away.
This guide will walk you through the strategies, campaign types, and best practices that make chiropractic email marketing effective. You’ll get examples, subject lines, mini-templates, and optimization tips so you can use your patient list as a reliable source of new appointments.
Why Chiropractors Need Email Marketing
Email consistently delivers one of the highest returns of any marketing channel. Industry research places ROI between $10 and $36 for every $1 spent, depending on the sector and how campaigns are executed. In healthcare, open rates tend to be higher than average—34% to 44% is common—because patients already know and trust their providers.
Compare that to social media, where organic reach is usually just 2–6%. With email, your message lands directly in the inbox, not filtered through an algorithm. That makes your patient list one of the most valuable assets in your practice.
With consistent email marketing, chiropractors can:
Retain patients by staying top of mind between visits.
Reactivate lapsed patients who haven’t been in for months.
Educate their communities with practical, trusted content.
What Is Chiropractic Email Marketing (and Why It’s Different)
Unlike retail or e-commerce email marketing, chiropractic email campaigns aren’t about pushing flash sales or new products. They’re about education, connection, and gentle reminders. Patients don’t need daily emails—they need consistent, trustworthy communication that reinforces why their care matters.
That’s what makes email marketing for chiropractors unique: the primary goals are retention and reactivation, not just lead generation.
The Core Types of Email Campaigns for Chiropractors
Every chiropractor should build a foundation of six core email campaigns. Done consistently, these campaigns keep patients engaged, build trust, and drive reactivations.
1. Welcome Emails
Purpose: Make new patients feel comfortable.
Example subject lines:
“Welcome to [Practice Name]—here’s what to expect”
“Your first step toward better health”
Mini-template: Hi [First Name], Welcome to [Practice Name]! We’re excited to help you feel and function at your best. Here’s what you can expect over the next few weeks… Ready for your next visit? [Book Now CTA]
2. Weekly Newsletters
Your weekly newsletter is the backbone of chiropractic email marketing. It builds trust, educates patients, and positions you as their go-to resource for health and wellness.
Great topics include stress relief, posture habits, nutrition, and seasonal wellness. For inspiration, see examples like chiropractic newsletter ideas for stress release or how to create a chiropractic newsletter that increases bookings.
Example subject lines:
“3 simple stretches to ease stress”
“Why your posture matters more than you think”
3. Reactivation Campaigns
Reactivation is the single most overlooked growth lever in chiropractic. Patients drift off care for all kinds of reasons: schedules, finances, or forgetting how good they felt under regular care. A well-timed reactivation email can bring them back.
Example subject lines:
“It’s been a while—how’s your back holding up?”
“Many patients notice old aches return after a break—here’s what to watch for.”
Mini-template: Hi [First Name], We haven’t seen you in a while and wanted to check in. Many of our patients notice headaches or back pain creeping in when they’ve been away from care. If that sounds familiar, now’s a great time to get back on track. [Schedule Your Visit CTA]
For a deeper dive, see this retention and reactivation webinar replay.
4. Event or Workshop Invites
Perfect for posture classes, back-to-school workshops, or holiday drives.
Example subject lines:
“Free workshop: 5 steps to better posture”
“Join us for our annual toy drive”
Keep it simple: one event, one CTA.
5. Referral Campaigns
Word-of-mouth is still the most powerful way chiropractors grow. Referral campaigns give patients a nudge to share your care with others.
Example subject lines:
“Know someone who could use chiropractic care?”
“Share the gift of health with a friend”
6. Seasonal or Lifestyle Campaigns
Tie into what’s happening locally or seasonally.
Examples:
“Immune support tips for winter”
“Back-to-school backpack safety”
“Springtime activities: protect your spine before you hit the trail”
How to Write Chiropractor Newsletters That Patients Actually Read
Subject Lines: Short, clear, and curiosity-driven. Example: “Neck pain after long drives?”
Tone: Friendly and simple. Avoid clinical jargon. Patients aren’t reading PubMed.
Length: 200–400 words. Long enough to add value, short enough to respect their time.
Structure: Hook → helpful insight → clear CTA.
CTA: Always include one next step (call, book online, or reply).
Segmentation and List Hygiene in Chiropractic Email Marketing
Segmentation is simply dividing your list so patients receive relevant messages. For chiropractors, useful segments include:
Active Patients: Weekly newsletters and seasonal education.
Inactive Patients: Reactivation campaigns at 60–90+ days.
Service-Specific Segments: Patients interested in decompression, SoftWave, prenatal, or wellness care.
List hygiene is just as important. Clean your list every few months by removing bounced emails or people who haven’t opened in a year. A healthy list improves deliverability and open rates.
Chiropractic Reactivation Emails That Work Without Discounting
Discounts can be effective, but overuse trains patients to wait for deals. Instead, focus on value-based reactivations:
Educational prompts: “Did you know stress is a top trigger for low back pain?”
Personal check-ins: “It’s been a while since we’ve seen you. How are you feeling these days?”
Service reminders: “Our decompression program is helping patients with disc issues find relief—here’s what that looks like.”
For more examples, see concierge email marketing for chiropractors.
Automation vs. Personalization
Automation is valuable for consistency—welcome emails, birthdays, lapsed-patient reminders. But chiropractic email marketing works best when automation is paired with personalization. Patients respond when your emails feel local, timely, and human. Automate your timing, but keep the content in your voice.
Metrics That Matter in Chiropractic Email Marketing
Many chiropractors get hung up on click rates. But with modest-sized lists, click data often isn’t statistically meaningful. Instead, focus on:
Open Rates: Benchmarks for healthcare range from 34%–44%. Many chiropractors consistently hit 35%–40%.
Reactivation Bookings: The most important metric—how many patients schedule after a reactivation campaign.
Unsubscribes: A few per campaign is normal. Spikes mean your content may not be connecting.
Replies: Patients hitting “reply” to ask questions or schedule is a major trust signal.
Deliverability: If your emails aren’t reaching inboxes, nothing else matters.
Click rates can be tracked, but don’t use them as the headline measure of success. Retention and reactivation are the true markers of chiropractic email ROI.
Compliance and Best Practices
Because chiropractic is healthcare, compliance matters.
Avoid PHI: Never include protected health information in marketing emails.
Separate marketing and clinical communications: Appointment reminders should be sent through HIPAA-compliant systems.
Stick to education and engagement in your marketing emails.
Common Mistakes Chiropractors Make in Email Marketing
Inconsistent sending—months of silence followed by a burst of emails.
Overly clinical tone—writing like a research abstract instead of a neighbor.
All promotion, no value—patients tune out when emails feel like ads.
Weak subject lines—if it doesn’t catch attention, it won’t get opened.
Ignoring list hygiene—unclean lists hurt deliverability and performance.
FAQs About Email Marketing for Chiropractors
How often should I send emails? Weekly newsletters work best. Layer in monthly reactivation campaigns for inactive patients.
Do patients really read chiropractic emails? Yes. Healthcare open rates average 34–44%, well above the global average.
Do I need to offer discounts to bring patients back? No. Education, check-ins, and service reminders often outperform discounts long-term.
Is email safe for chiropractors to use? Yes—as long as you avoid PHI and keep marketing and clinical communications separate.
Why Chiropractors Should Invest in Chiropractic Email Marketing
Chiropractic email marketing isn’t about chasing clicks or building complicated automation funnels. It’s about consistency, patient-friendly content, and reactivation campaigns that fill your schedule. By focusing on retention and reactivation, email marketing for chiropractors turns your patient list into a steady, reliable source of appointments.
If you’d like to see how chiropractors are filling their books with done-for-you, people-powered email campaigns—without writing a single word themselves—book a quick call with Chiro Connect.
