Email Types for Growing Therapy Practices

Email marketing is a powerful tool for therapy practices, helping to build and maintain strong client relationships.

Through carefully crafted emails, practices can enhance client engagement and provide ongoing support.

7 Email Types for Growing Therapy Practices

This post explores seven essential types of emails that are vital for the growth and effectiveness of therapy practices.

1. Welcome Emails

When it comes to sending emails, welcome emails are the first direct communication between a therapy practice and its new clients, setting the foundation for future interactions.


The purpose of welcome emails is to introduce new clients to your therapy practice, establish rapport, and set clear expectations. These emails are pivotal in building trust and helping clients feel secure and prepared for their therapeutic journey.

Key Elements to Include

A welcome email should effectively introduce new clients to your practice and prepare them for their first session. Example elements to include:

  • Personalized Greeting: Address the client by name to personalize the interaction and make it feel welcoming.
  • Therapist Introduction: Introduce the therapist or therapy team to help build familiarity and trust.
  • Session Preparation: Specify what clients should bring to their first session, if anything.
  • Guidance on Preparation: Offer advice on how to prepare both mentally and physically for therapy, setting expectations for a positive start.

Incorporating these elements into your welcome emails helps new clients feel well-informed and welcomed. This first interaction is crucial for building trust and setting the stage for a positive therapeutic experience.

2. Educational Emails

Educational emails are a vital tool in therapy practices, offering clients valuable insights and information on mental health topics, therapy techniques, and self-help tips.


The goal of educational emails is to enrich the client’s understanding of mental health issues and self-care strategies. These emails help position your practice as a reliable and knowledgeable resource, enhancing client trust and engagement.

Content Suggestions

To maximize the impact of your educational emails, consider including the following types of content:

  • Articles on Coping Mechanisms: Provide practical advice and techniques that clients can use to handle stress, anxiety, and other emotional challenges.
  • Stress Management Techniques: Share methods and practices such as mindfulness, breathing exercises, or routines that help in managing daily stress.
  • Insights into Different Therapy Modalities: Explain various therapeutic approaches like cognitive-behavioral therapy (CBT), dialectical behavior therapy (DBT), or others, helping clients understand what options are available and how they differ.

Through educational emails, your practice not only supports clients in their day-to-day challenges but also builds a foundation of knowledge that empowers them to take an active role in their mental health journey. This ongoing education is key to fostering a deeper therapeutic relationship.

3. Appointment Reminders

Appointment reminders are timely notifications sent to clients to confirm upcoming therapy sessions.


The primary aim of these reminders is to reduce the number of missed appointments and ensure that clients are well-prepared for their sessions. This helps maintain a smooth and efficient schedule both for clients and the practice.

Content Tips

Effective appointment reminders should be clear and concise. Here are some tips on what to include:

  • Date and Time: Always confirm the date and time of the appointment.
  • Location: Include the location of the appointment or provide a link for virtual sessions.
  • Preparation Instructions: If clients need to bring anything specific or prepare in a certain way, include these instructions.

Sending out appointment reminders is a simple yet crucial practice that helps ensure clients do not forget their appointments and are prepared for each session. This not only improves attendance rates but also enhances the overall effectiveness of the therapy provided.

4. Newsletters

Newsletters are regular updates sent to clients to keep them informed and engaged with the ongoing activities and developments within the therapy practice.


The main purpose of sending newsletters is to share news about the practice, announce new services, update on staff changes, and inform about upcoming events. This ongoing communication helps strengthen the relationship between the practice and its clients.

Ideas for Inclusion

To make your newsletters more engaging and informative, consider including the following:

  • Links to Recent Blog Posts: Include links to your latest blog articles to drive more traffic to your website and provide additional value to your readers.
  • Monthly Themes: Each newsletter could focus on a specific theme relevant to mental health, such as anxiety awareness, relationship health, or self-care strategies.
  • Success Stories: Share anonymized stories of client successes to inspire and motivate others, while also showcasing the effectiveness of your therapies.

Newsletters are a powerful tool for maintaining a connection with your clients and keeping them updated and involved with your practice. They not only inform but also educate and inspire your client community, enhancing their overall engagement with your services.

5. Promotional Emails

Promotional emails are targeted communications designed to inform clients about new services, workshops, or special offers available at the therapy practice.


The purpose of these emails is to encourage clients to participate in additional services that can further benefit their mental health and personal growth. Promotional emails help increase engagement and utilization of diverse therapy options.

What to Promote

Here are some ideas on what to include in your promotional emails to catch the interest of your clients:

  • Group Therapy Sessions: Highlight the benefits of joining group therapy, which can offer support from peers and a different perspective on common challenges.
  • Seasonal Workshops: Promote workshops that address seasonal affective issues or topics such as managing holiday stress or starting the new year with positive mental health practices.
  • Special Pricing: Offer special pricing or discounts for a limited time to encourage clients to try new services or continue their therapy journey.

Promotional emails are not just about advertising services but are crafted to actively engage clients in their therapeutic process by making them aware of all available resources. These emails play a crucial role in expanding the reach and impact of your therapy practice.

6. Follow-Up Emails

Follow-up emails are sent after appointments to maintain communication with clients, offering additional support and requesting feedback on their session.


These emails aim to enhance client care by ensuring that clients feel supported even after their sessions. They also serve as a tool to encourage ongoing engagement and to gather valuable feedback that can be used to improve the practice’s services.

Key Elements to Include

To make follow-up emails effective, consider incorporating these elements:

  • Supportive Check-in: With proper consent, express genuine care and support, asking clients how they are feeling after their session and if they have any immediate concerns or questions.
  • Feedback Request: Include a simple and straightforward method for clients to provide feedback about their experience. This could be through a survey link or a direct reply to the email.
  • Resource Sharing: Offer additional resources related to the topics discussed during the session. This could be articles, book recommendations, or exercises to try at home.

Sending follow-up emails is an essential practice that not only shows clients they are valued but also contributes significantly to the quality and effectiveness of the therapy provided. By regularly engaging with clients post-session, therapy practices can build stronger relationships and continually enhance their service offerings.

7. Re-engagement Emails

Re-engagement emails are targeted communications designed to reconnect with clients who have not booked an appointment recently.


The goal of these emails is to encourage inactive clients to return to the practice or maintain their connection. These emails serve as a gentle reminder of the practice’s commitment to their clients’ well-being and the continuous support available to them.

Tips for Effective Re-engagement Emails

Here are some strategies to make re-engagement emails more effective:

  • Personalized Check-in: If consented or part of services, you could send a personalized message that shows genuine concern for the client’s well-being, asking about their progress and if they need further support.
  • Highlight New Services: Inform clients about new services or changes in the practice that might interest them, such as new therapy options, additional therapists, or improved facilities.
  • Easy Booking Process: Include a direct link or clear instructions on how to easily book a new appointment. You might also consider offering a special incentive to encourage them to return, such as a limited-time discount or a free consultation session.

Re-engagement emails are a crucial tool for keeping the lines of communication open with clients who may need a nudge to reconnect. These emails not only help in retaining clients but also reinforce the supportive nature of your practice, encouraging clients to continue their mental health journey with you.

Final Thoughts

Utilizing a diverse range of email types is crucial for engaging clients and effectively managing a therapy practice.

Each type of email serves a unique purpose, from welcoming new clients to re-engaging those who haven’t been active.

Implementing these strategies will not only help in maintaining a robust therapeutic relationship but also in expanding the reach and impact of your practice.

Start integrating these email types today and watch your client engagement and practice growth flourish.

Email Marketing Made Easy with Therapy Flow CRM

Enhance your email marketing effortlessly with Therapy Flow CRM. This all-in-one, user-friendly platform streamlines the process from start to finish. Here’s how:

  • Quick Campaigns: Launch email campaigns in just a few clicks.
  • Automation & Workflows: Automate emails and create custom workflows tailored to you and your practice’s needs.
  • Audience Segmentation: Segment referrals, prospects, and clients based on interactions and behaviors for targeted email messaging.
  • A/B Testing: Optimize your messages with built-in A/B testing.
  • Performance Tracking: Monitor email performance including email clicks and open rates with comprehensive tracking tools.
  • Bulk Sending: Send hundreds of emails at once, efficiently reaching a large audience.
  • HIPAA Compliance: Run email campaigns safely and securely, adhering to HIPAA regulations.
  • Scheduling: Schedule one or many emails using pre-made and creatable templates, saving you time and ensuring timely delivery.
  • All-In-One: A versatile alternative to Mailchimp, ActiveCampaign, and other email marketing tools combined with features for front office automation and tracking.

Experience seamless email marketing with Therapy Flow CRM and focus on what matters most – connecting with your audience.

Related Content:

Therapy Flow offers specialized programs to elevate therapy practices to 6-7+ figures, featuring dedicated support, live coaching, and a HIPAA-compliant all-in-one CRM to make marketing easier, handle more inquiries, and transform your front office.

Discover the “#1 thing” that will propel your practice forward. Let Therapy Flow be the catalyst for realizing the full potential of your practice. Book a strategy call today!