21 Do’s and Don’ts for Chiropractors

Email marketing is one of the most underutilized growth tools in chiropractic. When done correctly, it strengthens patient relationships, improves care plan compliance, increases visit frequency, and keeps your practice top of mind without feeling intrusive.

60% of consumers prefer to be contacted by brands through email, which is good news for your business. This could mean new patient visits, referrals, and more follow-up appointments. This guide breaks down exactly how chiropractors should approach email marketing in 2026 and beyond, based on how patients think, how clinics operate, and how trust is built in healthcare.

SECTION 1: STRATEGY & FOUNDATIONS

A successful chiropractic email program starts with strategy, not software. Before writing a single email, practices must understand who they are speaking to and why because relevance drives engagement, trust, and action.

1. DO segment your email list

For chiropractors, segmentation is not about marketing sophistication, it’s about relevance.

Patients are at different stages of care. A new patient who just completed their first adjustment needs reassurance and education. A wellness patient needs reinforcement and preventive guidance. A patient who hasn’t been in for six months needs reactivation, not education about first visits.

Common chiropractic segments include:

• New patients (first 30 days)
• Active treatment patients
• Maintenance or wellness patients
• Inactive or dropped-off patients
• Condition-based groups (neck pain, sciatica, auto injury, sports injury)
• Cash-based vs. insurance-based patients

Segmentation ensures patients receive information that matches their current needs and avoids unnecessary or confusing messages.

Example: 

A new patient receives an email titled “What to Expect During Your First 30 Days of Chiropractic Care.”

An inactive patient receives “It’s Been a While, Let’s Get You Moving Comfortably Again.”

2. DON’T send one-size-fits-all emails

Sending the same email to every patient assumes everyone has the same needs, concerns, and motivations, which is rarely true in a chiropractic practice.

One-size-fits-all emails often result in:

• Low open rates
• High unsubscribes
• Patients ignoring future messages

A patient who just completed a care plan does not need a “Schedule Your First Visit” email. An active patient does not need a reactivation offer. These mismatches erode trust.

Instead, use visit history, appointment status, and care phase to determine messaging. Even basic segmentation dramatically improves engagement and response rates.

3. DO define one clear goal per email

Every chiropractic email should have one primary purpose and guide the patient toward one clear action.

Common goals include:

• Encouraging appointment scheduling
• Reinforcing care plan compliance
• Educating patients about a condition or phase of care
• Reducing missed or late appointments
• Reactivating inactive or lapsed patients

When an email tries to accomplish multiple goals at once, patients often feel unsure about what to do next, and end up doing nothing. Clarity drives action.

Before sending any email, ask yourself:
“What is the one thing I want this patient to do after reading this?”

If that answer isn’t obvious, the email likely needs refinement. A focused email feels easier to read, faster to act on, and more respectful of a patient’s time.

4. DON’T overload emails with multiple calls to action

Multiple calls to action create confusion and confusion kills engagement.

A common mistake in chiropractic emails is trying to combine:

• Appointment booking
• Patient education
• Social media links
• Promotions or offers
• Referral requests

While each of these is valuable, putting them into one email overwhelms the reader and dilutes the main message. Patients shouldn’t have to decide which action matters most, you should decide that for them.

Each email should gently guide patients toward one clear next step. Supporting information is fine, but the primary action must stand out and be easy to complete.

Example:

Instead of five different links or buttons, include one clear action:

“Schedule Your Next Visit”

Focused emails feel intentional, professional, and patient-friendly, and they consistently perform better than crowded, do-everything messages.

5. DON’T sound sales-driven or promotional

Chiropractic is healthcare and patients can quickly sense when messaging feels sales-focused. Overly promotional language often creates resistance, skepticism, and disengagement.

Avoid:

• Urgency-based pressure (“Act now” messaging)
• Discount-heavy promotions
• Pushy or exaggerated claims

Instead, focus on patient outcomes, reassurance, and overall well-being. The goal is to support informed decisions, not force quick ones.

Example:

• Poor tone: “Limited-time offer, book now before it expires.”

• Better tone: “If discomfort is affecting your daily activities, scheduling a visit may help.”

When emails sound calm, informative, and patient-first, they feel aligned with the values of care, and patients are far more likely to trust and respond.

6. DO write like a real person, not a clinic brochure

Patients respond best to emails that sound human, warm, and personal.

Chiropractic care is built on trust and relationships, and your emails should reflect that. Write as if you’re speaking directly to one patient, not broadcasting to a crowd. 71% of consumers expect personalized interactions from brands, and 76% get frustrated when their brand interactions aren’t personalized to their interests.

When emails sound natural and conversational, patients are more likely to read them, relate to them, and take action.

Example:

• Instead of: “Our clinic specializes in comprehensive spinal care.”

• Use: “We help patients move more comfortably and stay active.”

The second version feels genuine, clear, and focused on the patient, not the clinic.

7. DON’T rely on unexplained medical terminology

While chiropractors are comfortable with clinical language, most patients are not—and unfamiliar terms can quickly create confusion or disengagement.

When emails feel too technical, patients may stop reading or feel disconnected from the message. If clinical terms are necessary, always explain them in plain, everyday language and tie them back to symptoms patients actually experience.

Example:
Instead of: “Joint dysfunction can affect neuromuscular control.”
Say: “When joints don’t move properly, it can lead to stiffness, pain, and limited movement.”

SECTION 3: SUBJECT LINES & OPEN RATES

Your subject line is the first impression of your email. When it’s clear, helpful, and patient-focused, it significantly increases open rates and engagement.

8. DO keep subject lines clear and specific

Subject lines determine whether your email is opened.

Best-performing chiropractic subject lines:

• Are short (6–10 words)
• Clearly state the benefit
• Avoid vague or clickbait phrasing

Examples:

• “Lower Back Pain? Try These Tips”
• “A Quick Reminder Before Your Visit”
• “Why Consistency Matters in Chiropractic Care”

Clarity always outperforms cleverness in healthcare communication.

9. DON’T use spam-trigger or exaggerated language

Spam filters penalize exaggerated words and symbols, reducing deliverability.

Avoid:

• Excessive capitalization
• Multiple exclamation points
• Words like “guaranteed,” “urgent,” or “free”

Use calm, professional language that reflects the tone of patient care.

SECTION 4: TIMING & CONSISTENCY

When emails are sent matters just as much as what they say. Consistent, well-timed communication helps patients stay engaged without feeling overwhelmed.

10. DO maintain a consistent email schedule

Consistency builds familiarity and trust.

Patients are more likely to open emails when they recognize your communication pattern.

Recommended cadence for chiropractic practices:

• Educational emails: once or twice per month
• Automated emails: ongoing based on patient actions

Consistency matters more than frequency.

11. DON’T email patients too often

Over-emailing leads to fatigue and unsubscribes.

If an email does not:

• Educate
• Reassure
• Improve the patient experience

It probably should not be sent.

Quality and relevance should always guide frequency.

12. DO send emails at patient-friendly times

Most patients read emails outside of work hours or during short breaks.

Generally effective times:

• Morning: 9–11 AM
• Evening: 5–7 PM

Avoid very early mornings, late nights, or random timing that feels intrusive.

SECTION 5: AUTOMATION & PATIENT EXPERIENCE

13. DO send emails at patient-friendly times

Automation plays a critical role in delivering a consistent, professional patient experience without adding pressure to your front-desk team. When key messages are automated, patients receive timely communication regardless of how busy the clinic gets.

Essential chiropractic automations include appointment confirmations and reminders, post-visit check-ins, missed appointment follow-ups, and reactivation messages for patients who haven’t been in for a while. These touchpoints reassure patients, reduce no-shows, and help them stay engaged in their care, without relying on staff memory or manual follow-ups.

Good email marketing software also lets you personalize messages, schedule sequences in advance, track open and click rates, and segment audiences based on visit history or care stage. When done correctly, automation doesn’t feel robotic. Instead, it creates a dependable and thoughtful experience that patients come to expect, while allowing your team to focus more on in-office care and meaningful interactions.

14. DON’T rely solely on manual emails

Relying only on manual emails often leads to inconsistency and unnecessary administrative strain. Even the most organized teams can miss follow-ups during busy clinic days, which can result in patients feeling overlooked or disconnected.

Manual systems are also highly staff-dependent, meaning the patient experience can vary based on who is working that day. Automation removes this variability, ensuring every patient receives the right message at the right time. It also significantly reduces administrative workload, freeing your team to spend more time where it matters most.

SECTION 6: DESIGN & MOBILE EXPERIENCE

How your emails look is just as important as what they say. Since most patients read emails on their phones, design choices directly impact readability, engagement, and response rates.

15. DO send emails at patient-friendly times

Most chiropractic patients open emails on their mobile devices, often between appointments, during work breaks, or while on the go. If an email is difficult to read or interact with on a phone, it’s likely to be ignored. Mobile-friendly chiropractic emails should include:

• Short paragraphs
• Clear headings
• Large, easy-to-tap buttons
• Simple layouts

If an email is hard to read on a phone, it will not convert.

16. DON’T overload emails with images

While images can enhance an email, too many can work against you. Image-heavy emails often load slowly, especially on mobile devices, and can hurt deliverability by triggering spam filters. They can also distract patients from the core message or call to action.

In most cases, one or two relevant images are more than enough. Clear, well-written text paired with a simple design keeps the focus where it belongs on the message and the next step you want the patient to take. In chiropractic emails, clarity and simplicity consistently outperform flashy visuals.

SECTION 7: COMPLIANCE & TRUST

Trust is the foundation of every successful chiropractic practice, and email communication must protect it. Staying compliant while communicating clearly ensures patients feel safe, respected, and confident in your care.

17. DO remain HIPAA-conscious

Email is not the place for clinical detail. Even well-intentioned messages can create compliance risks if they include protected health information.

Emails should never include:

• Specific diagnoses
• Imaging or test results
• Detailed treatment notes or clinical observations

When in doubt, keep emails informational rather than clinical.

18. DON’T forget unsubscribe options

Including an unsubscribe option isn’t just a legal requirement, it’s a trust-building practice.

Patients who feel forced to receive emails are more likely to disengage or mark messages as spam. A clean, permission-based email list performs better than a large list filled with inactive recipients.

Patients who find value in your emails will stay subscribed. Those who don’t should be allowed to leave easily. Respecting that choice strengthens your brand and improves overall engagement.

SECTION 8: MEASUREMENT & OPTIMIZATION

19. DO track and review performance metrics

Email data provides clear insight into patient behavior and interests. Reviewing performance regularly helps you refine your communication strategy over time.

Key email metrics for chiropractors include:

• Open rates – indicate subject line relevance and timing
• Click-through rates – show content clarity and engagement
• Appointment bookings – measure real conversion and impact
• Unsubscribes – signal relevance or messaging issues

Use this data to guide decisions, not assumptions. What patients click on, ignore, or act on tells you exactly what matters to them.

20. DON’T set it and forget it

Patient needs change and your emails should evolve with them.

Emails should be reviewed and refined regularly, including:

• Topics and educational focus
• Tone and messaging style
• Send timing and frequency
• Calls to action

Even small, thoughtful improvements can compound over time. Consistent optimization leads to stronger engagement, better patient retention, and long-term practice growth.

Bonus Tip #21 Do Add Website Link

Craft you email in a way that points patients exactly where you want them to go. Your online booking portal, a blog post, or a landing page for a new service. Businesses utilizing email marketing experience 50% more website visits from campaigns compared to those relying solely on social media. 

Conclusion: Drive Your Practice Forward with the Right Strategies

Effective chiropractic email marketing feels like an extension of patient care, not advertising.

The most successful practices:

• Educate before promoting
• Personalize communication
• Automate thoughtfully
• Respect patient trust
• Stay consistent without overwhelming

When done right, email keeps patients engaged, informed, and connected to your practice long after they leave the adjusting room.

Related Articles:

How Chiropractic Practices Can Use Communication Technology To Retain Patients

Make Your Waiting Room Patient-Friendly: Chiropractic Communication Tips