The journal article Direct marketing in health and medicine: using direct mail, email marketing, and related communicative methods to engage patients explains, “Direct marketing is characterized by its conveyance of information directly to individuals.” By emailing patients, organizations can effectively share resources like newsletters and event information, especially if the goal is to deliver a clear path forward for patients.

Research suggests that emailing patients about health offers distinct advantages. One JMIR Medical Informatics article researched patient views on email communication with their provider. Out of the responses from this Canadian family practice, 73.2% of the patients wanted to receive health information from their provider via email. The core of this was about sharing health-related information with patients. Keep in mind, a patient's willingness to receive emails does not extend to absolutely everything a healthcare provider might choose to send.

 

Email can fit around patients’ schedules

Experiences of using email for general practice consultations: a qualitative study states, “email can fit in with a patient’s life, for instance making it easier to communicate with the GP while at work.” GP means general practitioner, or primary care doctor. Although the study examined consultations, its findings suggest a useful principle for outreach. Email as a format can give patients time to read and respond when it suits them. For example, an invitation to a practice’s educational event could include the date, location, cost, and registration instructions in the message. Patients could review those details after work and decide whether to attend without arranging a call during office hours. Keep the main information easy to find. Use a clear subject line, short paragraphs, and one obvious action, such as viewing the schedule or registering for a class. This applies the study’s convenience finding to the design of the email itself. The intended benefit is less effort for patients who want to act on the information.

 

Relevant information can make a newsletter worth receiving

Digitized Prenatal Newsletter: Impact on Obstetric Patient Satisfaction and Loyalty reports, “A total of 81.2% of the participants showed high levels of satisfaction with the program.” The article from 2022 looked at 179 patients who were given a pregnancy newsletter once a week. The newsletter was relevant to their stage of pregnancy. The article shows that there was satisfaction with the program; however, the survey does not show that the newsletters will improve patients' health.

A sensible strategy involves emailing patients relevant information based on their learning preferences. Should a patient inquire about prenatal classes, providing the class times would be appropriate. Details about the teaching staff and the course content. When patients sign up, let them know what to expect in the series. Allow them to change their interest at any time. Make sure to retain this information using the practice's communication system. Always get authorization before using information from a patient's chart to send them emails. Patients will probably find the information more valuable when they understand its purpose.

 

Educational emails give patients something useful to keep

Use of email in a family practice setting: opportunities and challenges in patient- and physician-initiated communication found, “All participants who received the intervention emails said they would like to receive health education emails in the future.” Though small, the study did show that patients would be open to receiving health educational information through email. Since the study was done in 2006, we cannot say that all patients today want to receive this type of email.

Every email, by extension, should be informative. Instead of simply announcing a service, provide more in-depth information. For example, if you are sending an email about physical therapy, you can explain what a patient will experience during their first visit. Who the team members are and what to ask if they want to know if it is right for them. Have the clinical staff contribute to the description. Make sure the words used in emails are accessible to patients and give them a number to call with questions. Patients should have the option to keep the email and refer back to its contents at their leisure before discussing the service. The email now has a purpose, which is to enlighten individuals about their available resources. In light of this, it is necessary to refrain from suggesting that patients will automatically improve their adherence or health by getting these emails.

 

Privacy and permission belong in the same workflow

Paubox’s 2026 healthcare email security report states, “In 2025, healthcare organizations reported 170 email-related incidents to the HHS Office for Civil Rights.” As far as outreach goes this is helpful to make sure the message and mailing list are being kept secure. Verifying the identity of the recipients ensures staff are aware of who needs to access patients' information, and in turn use the secure email service offered by the practice. Permission also needs attention. Patient Privacy in the Era of Big Data explains, “The Privacy Rule prohibits selling PHI or using it for marketing purposes unless a written authorization is obtained from the individual for that specific purpose.”

Any patient health information that is able to be identified and held by an organization that follows HIPAA. Authorization is a written consent that meets the rule requirement. HIPAA separates marketing from some communications regarding treatment and health care operations. Communications that relate to the health-related products or services that the provider may provide may not be considered marketing. However, if a third party is paying to send this information, it could be. When having authorization and a secure method to communicate with patients, practices can effectively market while staying HIPAA compliant and protecting patient information.

 

FAQs

Can patients stop promotional emails while keeping appointment reminders?

Offer separate preferences so patients can leave the promotional list while keeping care communications they still want.

 

Should a caregiver automatically receive the same emails as the patient?

Confirm the patient’s wishes and the caregiver’s authority before adding them to messages that reveal patient information.

 

What if a patient shares an email account with family members?

Ask whether that address is suitable for healthcare messages and arrange another channel if the patient needs more privacy.

 

How often should a practice send a newsletter?

Start with the frequency patients agreed to, then adjust it using their feedback and preferences.

 

What about patients who do not use email?

Keep phone, printed, or in-person options available so those patients can still learn about the same services.