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Email is one of the more affordable ways to stay in touch with patients, because you are writing to people who already know you. This page explains what you pay for and what to check first.
The short answer
Email costs come from three places: the email tool, the setup and writing, and the care of your list. The tool is usually the smallest part. The setup and the privacy checks are where good planning saves money.
At a glance
What you pay for
A monthly plan. The price usually grows with your list size or the number of emails you send, and with extra features.
Templates, automatic emails and the writing. This is a one-off job, plus updates over time.
Collecting consent, handling unsubscribes and bounces, and keeping patient details private.
What changes the cost
Many tools price by the number of contacts. A clean list of people who agreed to hear from you is worth more than a large one.
Some tools price by emails sent. Fewer, useful emails cost less and are read more.
Welcome series, reminders, recall and win-back emails save time, but some tools only include them in higher plans.
Rules differ by country. In the US, HIPAA may apply to emails with patient health details. In Australia, the Spam Act needs consent and an unsubscribe link.
Plain, clear emails are quick to make. Custom designs and long series take more time.
Connecting the tool to your booking or patient system can add setup work. Check what your system can connect to.
Plan it
Count the contacts who clearly agreed to get email from you. Do not add people who did not.
A welcome email, an appointment reminder and a recall email cover most of what practices need first.
Look at how many people book after an email. Keep what works and remove what does not.
Before you sign
Your checklist
Know the rules
In Australia, the Spam Act needs consent, a clear sender and an unsubscribe option. The US CAN-SPAM rules and the UK PECR have their own requirements. In the US, HHS says a covered entity may share patient information with a business associate only with written assurances, usually a contract. Check your own situation with your adviser.
Checked in November 2026. This is a plain-English summary, not legal or financial advice. Rules were checked in November 2026. Check each tool’s pricing page for current plans.
Sources: ACMA: avoid sending spam · FTC: CAN-SPAM compliance guide · ICO: electronic mail marketing · HHS: HIPAA and marketing · HHS: business associates
Common questions
Some tools have free plans with limits on contacts, emails or features. Check what the free plan includes and what happens when you grow.
It depends on what the emails contain. If they include health information linked to a patient, HIPAA may apply and you should ask the tool provider about a business associate agreement. General news emails to people who agreed to hear from you are different. Ask your compliance adviser.
Fewer, useful emails beat many. Start with reminders and a monthly update, then adjust.
No. Email keeps the patients you already have. Ads reach new people. Most practices use both.
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