Written by: Xaña Winans
Ever open your email, see 37 unread messages, and immediately start deleting without even looking?
Yeah. So do your patients.
We’re living in the golden age of digital burnout. Between promotions, appointment reminders, newsletters, social updates, and the occasional “last chance” blast, it’s no wonder people are tuning out. The inbox isn’t dead, but it’s tired—and your patients are, too.
Which begs the question: If everyone’s ignoring email, how do you make your dental messages stand out?
You don’t yell louder. You get more human.
Let’s Be Real: Patients Don’t Want Another Ad
Most dental emails fall into the same trap. They’re transactional. Promotional. Packed with clinical terms or overused headlines like “Book your cleaning today!” or “Whitening special – limited time!”
I get it. You’re busy. You need to promote services. And sometimes you just need something—anything—to go out.
But here’s what I’ve learned after 25+ years in dental marketing: patients don’t want more content. They want more connection. They want to hear from someone they trust. Someone who understands them. Someone who sees them as a person, not a name on a recall list.
Your email is a chance to build that trust—or break it.
Start With the Human, Not the Hook
If your email starts with a sales pitch, you’ve already lost most people. Instead, try starting with empathy. Talk like a human. Better yet, write like you’d talk to a patient in your chair.
Instead of “Time for your 6-month cleaning,” what if you said:
“We know life’s hectic—and your calendar probably proves it. This is your gentle reminder to take a breath (and maybe schedule that check-up you’ve been putting off).”
See the difference? One feels like a transaction. The other feels like a friend looking out for you.
The best dental marketing doesn’t feel like marketing. It feels like care.
Tell a Story, Not Just a Service
Here’s something not enough people say: marketing can be warm. It can be personal. It can even be meaningful.
You don’t have to stick to procedure promos and appointment links. Talk about a patient who finally smiled in photos again (HIPAA-compliant, of course). Introduce your team through their favorite snacks or weekend hobbies. Share something real from behind the scenes—what your first day in practice was like, or why you still get nervous before big cases.
These little stories create emotional connection. They make people feel like they know you. And people book appointments with people they feel connected to.
Don’t underestimate the power of a quick “Meet the Team” email that says something like, “This is Jen. She’s the reason our waiting room always smells like fresh cookies, and the first one to offer a blanket if you’re chilly.”
That kind of storytelling sticks. It’s not just branding—it’s belonging.
Ditch the Robot Voice
Nothing kills connection faster than stiff, formal, copy-and-paste language. I know it’s tempting to sound polished and “professional,” but please—for the love of molars—lose the robot voice.
Use contractions. Write in active voice. Drop the jargon. Say “gums” instead of “gingival tissue.” Be clear and warm, not clinical and wordy.
And here’s a trick: read your email out loud before you send it. If it doesn’t sound like you, rewrite it. You’re not writing a legal brief—you’re talking to a real person who probably has a kid in the back seat, a coffee in one hand, and zero interest in opening another boring email.
Make It Feel Personal (Because It Should Be)
We’ve all gotten the “Dear [FIRST NAME]” emails that feel like they were written by a bot. You know what actually gets read? Messages that feel like they were written for someone.
Personalization goes beyond a name tag. It’s about relevance. Think about where your patient is in their journey. Are they new? Longtime? Overdue? Anxious? A parent? A retiree?
Someone who just booked a first appointment doesn’t need a whitening coupon—they need reassurance that they picked the right practice. A long-lost patient might respond better to a warm “We miss you” than a generic promo. And your pediatric parents might appreciate a tip about helping kids brush during busy school mornings more than another floss reminder.
You don’t have to reinvent the wheel. You just have to write like you see them.
Respect Their Inbox Like You’d Respect Their Time
One of the fastest ways to get unsubscribed? Emailing too often with too little value. You don’t need to show up every week to stay top of mind. You just need to be relevant and respectful when you do.
Keep it short. Keep it skimmable. And please—make your point early. If someone has to scroll three screens before they figure out what your email is about, they’re not going to finish it.
Think about what you’d want if you were the patient. Would you read five paragraphs about fluoride? Or would you appreciate a quick “Hey, here’s how to make your next visit easier”?
There’s a reason people tune out. Your job is to give them a reason not to.
Go Beyond the Inbox
Here’s a truth that still surprises some practices: email isn’t the only way to build a relationship.
Text messaging? Patients love it—when it’s short, helpful, and well-timed. Social media? Still one of the best places to show personality and culture. Even a printed postcard or handwritten note can make someone stop and smile.
Think about the full experience. When your brand voice feels consistent across email, text, web, social, and even what people see in your waiting room, you create something powerful: trust.
That trust makes people pay attention—even when their inbox is full.
Let Them See Your Face
Here’s a small thing that makes a big difference: put a face to the name. If your email is from a dentist or team member, add a photo. Make the sender feel real.
Even better? Send a short video instead of a typed message. Tools like Loom make it easy to record a 30-second clip where you say, “Hey, just wanted to thank you for coming in today—we really loved meeting you.” That one gesture can turn a first-time patient into a forever fan.
People trust people. Not logos. Not no-reply@ addresses. People.
So show them who you are.
Invite a Response
One of the easiest ways to make your emails feel more human is to let people respond to them. Sounds simple, right? But most practices never do it.
Ask a question. Prompt a reply. Say something like, “What’s one dental myth you believed as a kid?” Or, “We’re planning our fall content—what would you love to learn more about?”
Even better, include patient quotes, stories, or survey results in future emails. That closes the loop. It shows people you’re not just broadcasting—you’re listening.
And that kind of interaction? That’s what loyalty is built on.
Automate With Intention
Automation isn’t the enemy of authenticity. It’s just a tool. The key is using it with care.
A thoughtful welcome email, a birthday greeting, a post-visit thank-you—those can all be automated and still feel completely personal. Just don’t overdo it. And make sure your tone stays warm and real, no matter what.
One good rule of thumb: if you wouldn’t say it out loud, don’t automate it. No one needs a sterile “Your recent prophylaxis has been documented.” But a “Thanks for coming in—your smile made our day”? That’ll land.
Check the Pulse
Want to know if your dental emails are working? Ask.
Track open rates, clicks, and replies, yes. But more importantly, ask your patients what they want more of. Include a quick one-liner at the bottom of your emails like, “Was this helpful?” or “What do you want to hear from us next?”
It shows humility. It shows you care. And it gives you insight into what your audience actually values—which is gold in a world of content overload.
It All Comes Back to This
If your messages feel like everyone else’s, they’ll get treated like everyone else’s.
Deleted. Ignored. Forgotten.
But if your emails feel personal, helpful, and just a little unexpected? That’s when people start looking forward to them. That’s when they pause, smile, and maybe even click “Reply.”
So here’s your challenge: stop writing emails. Start writing to people.
Cut the noise. Keep the heart. And remember—every email is a chance to be more than a practice. It’s a chance to be human.
ABOUT THE AUTHOR
Xaña Winans is the CEO and founder of Golden Proportions Marketing, dedicated to the growth of dental practices. Her agency provides goal-driven, full-service solutions including branding, website design, advertising, and digital marketing. Visit goldenproportions.com to learn more.
Xaña is a board member of the Academy of Dental Management Consultants and has been awarded Fellowship in the International Academy of Dental Facial Aesthetics. She lectures and publishes regularly about all aspects of dental marketing.
FEATURED IMAGE CREDIT: One Photo/Shutterstock.com.
