Welcome therapists and group practice owners! I’m Nicole McCance, a psychologist turned business coach for therapists. And if you’ve been pouring energy into Instagram Reels and trying to crack the algorithm, I totally get it. But it’s not where you should be spending most of your time.
Social media feels like the thing you should be doing to grow your practice. But when I was scaling my group practice to 7-figures, email marketing for therapists turned out to be one of the most effective (and free!) tools I had.
Only about 10% of your followers actually see your social media posts. With email marketing, your open rate sits between 20 and 30%. That’s double or triple the reach, landing directly in someone’s inbox where they’re already in the mindset to take action.
That’s why I want to show you exactly how to use email marketing to grow your therapy practice.
P.S. Not a huge fan of reading blogs? (I’m more of a podcast girl myself.) You can listen to my podcast episode all about this topic by clicking here or watch the YouTube video below!
Why Email Marketing Outperforms Social Media for Therapists
I’m on social media, I love it, and I’m not saying you should abandon it. But there are a few reasons email marketing consistently outperforms social media when it comes to growing your therapy practice:
- You own your email list. Remember when Instagram went dark for hours? In that moment, every follower you’d worked so hard for was unreachable. Your email list belongs to you, no matter what happens with any platform.
- You’re not competing with anyone. When you send an email, you land directly in someone’s inbox and they’re already in action mode. On social media, you’re competing against hundreds of accounts for a few seconds of attention.
- Email actually books appointments. At my clinic, our best-performing emails had open rates close to 40%. Our social posts reached a fraction of that. When I tracked actual bookings from each channel, email won every time!
Hot Tip: Start tracking your open rates and click-through rates now if you aren’t already. A good open rate for therapists is 20 to 30%, and a solid click-through rate is 1 to 3%. These numbers tell you exactly what your audience wants more of.
Two Ways to Build Your Email List (Without Spending a Dime)
You might be thinking, “Okay Nicole.. cool, but I don’t even have an email list.” Good news, bestie! You can start building one today with people who already want to hear from you.
1. Re-Engage Your Past Therapy Clients
Your past clients already know you, like you, and trust you. Many of them would come back if you simply reminded them you’re there. (I’ve seen it happen over and over.)
An important thing to note: You can’t just blast past clients with marketing emails. There are anti-spam laws in both Canada and the U.S. that prevent that. But you can send a personal email (not a marketing one) inviting them to opt in to something valuable.
One of the therapists I coach sent a single re-engagement email and booked FIVE appointments from it! Those clients were waiting to hear from her, they just needed that nudge.
Hot Tip: Don’t call it a “newsletter,” that sounds too markety. Try something specific like “free resources,” “parenting tips,” or “proven tips from our couples therapist.” The more specific your opt-in offer, the higher your conversion rate.
2. Capture New Leads Through Your Online Booking
When someone goes to book on your website, they create a profile first. Most online booking platforms (like Jane App – click here to try it free for 2 months!) let you add an opt-in question during profile setup. Use something like, “Want free resources from our team?” or “Ready for a happier home? Get free tips.”
Even if they bounce before booking (and it happens more than you’d think), you now have their email. You can keep nurturing them, stay top of mind, and when they’re ready, you’re the practice they come back to!
Bonus: This captures people who make it all the way to your booking page and then don’t follow through. Instead of losing them, you’ve got a way to stay connected.
What to Actually Write About in Your Therapy Emails
This is where most therapists get stuck. You sit down to write an email and end up talking about your modalities, your training, or practice updates. But your potential clients aren’t searching for information about EMDR or IFS yet. Most of them don’t even realise they need therapy.
Think of your audience’s awareness like a pyramid:
- Symptom aware (40% of your content): These people know something feels off but can’t name it. They’re thinking, “Why am I so exhausted?” or “My jaw always hurts.” They don’t know it’s anxiety yet. Write about the symptoms your ideal client experiences daily.
- Problem aware (30% of your content): Now they’re connecting the dots. Maybe it is anxiety. Maybe their marriage does need help. Name the problem in simple, relatable language.
- Solution aware (20% of your content): They know they need help and are exploring options. Introduce therapy, your approach, and what makes you different.
- Practice aware (10% of your content): They’re ready to book. Share your location, your team, and your booking link.
If you’ve been writing mostly about your practice or your modalities, you’re speaking to the smallest slice of your audience. Lead with symptoms and you’ll reach the people who need you most.
Hot Tip: One blog can become one email can become one social post. Write a strong piece of content once and repurpose it across all three channels. It saves you literally hours every week!
How to Write Emails That Actually Get Opened
Your emails don’t need to be fancy. In fact, the fancier they look, the less likely people are to read them.
- Keep it plain text. No logos, no photos, no branded templates. The moment an email looks like a newsletter, people scroll past it. Write like you’re emailing a friend.
- Write casually. Say “hey” instead of “good afternoon.” Short paragraphs, lots of white space, and keep the reading level around grade four. (Seriously!)
- Stick to one call to action. Don’t ask them to follow you on Instagram, read your blog, and book an appointment in the same email. Give them one link and one action only.
At my clinic, our highest-performing subject line was “Am I a bad mom?” It had close to a 40% open rate because it spoke directly to what our ideal client (moms) was already wondering. When I switched to a partnership topic, the open rate dropped. When I went back to mom-focused, it bounced right back up.
Track what resonates and do more of it!
Your Email List Is Your Practice's Most Valuable Free Asset
You don’t need a huge budget or a massive following to grow your therapy practice. You need an email list, a simple strategy, and content that meets your potential clients where they are. Email marketing for therapists is free, effective, and puts you in control.
Send one re-engagement email to past clients this week. Add an opt-in to your online booking. Write your first email about a symptom your ideal client would recognise. You’ll be surprised how quickly it builds. (I promise!)
Want more strategies for growing your therapy practice? Follow me on Instagram and listen to the Business Savvy Therapist podcast for weekly tips and support.
Your Business Bestie,
Nicole
