Well written email broadcasts help your patients stay informed, take action, and trust your clinic’s communications. This guide shares simple best practice tips to maximise engagement and minimise the risk of your emails being marked as spam.

Use a Clear and Accurate Subject Line

Your subject line should clearly reflect the purpose of the email.

Good examples

• Christmas Closing Period – December 2025

• October 2025 Clinic Newsletter

• Important Update About Your Upcoming Appointment

Avoid vague or misleading subject lines, as they can frustrate recipients and reduce open rates.

Choose the Correct Message Type

Selecting the right message type is important for complying with the Spam Act and ensuring your email reaches your patients.

Transactional / Service Messages (Non-Marketing)

Use this type only for essential service information, such as:

• Appointment changes

• Clinic closures

• Important patient notices

Do not include any marketing or promotional content in these messages.

Marketing Messages

Use this type for:

• Newsletters

• Promotions

• Announcements about new services or features

Keep One Clear Purpose

Each email should have one main goal that matches the subject line.

For example:

• If your subject is “Christmas Closing Period – December 2025”, keep the content focused on opening hours only.

• If you need to share multiple updates, signal this in the subject, such as “October 2025 – Clinic Newsletter”.

Write Clearly and Avoid “Spam-Like” Language

Use friendly, professional language that’s easy to scan.

Avoid wording commonly associated with spam emails (for example excessive urgency, all-caps, or phrases like “ACT NOW!!!”).

Add Links With Clear Context

If your email includes links, always explain:

• Where the link goes

• Why you’re including it

Using HotDoc placeholders

To book an appointment with Dr Smith, please visit their HotDoc bookings page here:
{{doctor-link}}

Using your own links

We’ve created a “What to expect when you arrive” guide on our website to help you prepare for your visit:
<insert link>

Try to avoid including too many links, as this can reduce deliverability.

Send to the Right Audience

Choose the most relevant audience for your message.

Sending emails to patients who don’t need the information can lead to frustration and increases the risk of your emails being marked as spam.

By following these tips, you’ll create clearer, more effective broadcasts that your patients are more likely to open, trust and act on.