1. Subject Line & Preview Text

• Length: 6–9 words or ~40–60 characters.
• Goal: Capture curiosity or highlight value (e.g., “Boost Your Energy Naturally—Try Our New IV Therapy”).
• Preview Text: 35–90 characters that complement the subject (not repeat it).
• Tip: Personalize when possible — use first names or local cues (“Corte Madera patients are loving this new treatment!”).

2. Email Copy (Text Content)

Ideal Total Length:

• Short form (offers & promotions): 100–175 words
• Educational or newsletter style: 250–400 words

Structure:

1. Header/Intro: Brief statement that connects emotionally or identifies a problem.
2. Body: Introduce your solution (the treatment/service). Keep sentences short and conversational.
3. CTA: One clear, action-driven line (e.g., “Book Your Free Consultation Today”).
4. Footer: Include contact info, hours, and unsubscribe link.

Tone Tips:

• Keep it friendly but professional.
• Avoid jargon or overly clinical terms.
• Use patient-centered language (“You’ll feel...”, “Your body can...”).

3. Text-to-Image Ratio

Maintain a 60% text / 40% image ratio for best deliverability (to avoid spam filters).

Guidelines:

• Never send image-only emails.
• Ensure every image has descriptive ALT text.
• Keep background images minimal and high-contrast with text.

4. Image Sizes & Design

Main banner/header image:

• 600–800 px wide (height flexible but ideally 200–400 px)

Secondary images (supporting visuals):

• Keep below 400 px width.
• Optimize file size (<150 KB) for fast loading.
• Use JPG for photos, PNG for transparent graphics.

Design consistency:

• Match brand colors and fonts.
• Use clear, simple visuals (avoid clutter or too much text on images).
• Place key CTA buttons above the fold.

5. Layout and Responsiveness

• Always use mobile-responsive templates (over 60% of patients open on mobile).
• Use single-column layout for readability on small screens.
• Minimum font size: 16px for body, 20–24px for headers.
• Buttons: at least 44x44 px (finger-tap friendly).

6. Sending Schedule (Timing for Best Open Rates)

Best Days:

• Tuesday, Wednesday, or Thursday — these consistently yield the highest open and click rates for healthcare.

Best Times:

• 8:30–10:00 AM: High morning engagement
• 1:00–3:00 PM: Post-lunch check-in period
• Avoid: Mondays (too busy) and Fridays (low focus)

Bonus Tip:

• For promotional offers or holiday campaigns, send a reminder or follow-up email 48 hours later to non-openers.

7. Personalization

• Use patient data when possible (e.g., first name).
• Segment lists into categories:
  • New patients vs. existing
  • Men vs. women (for aesthetic or hormonal services)
  • Service-specific (chiropractic, regenerative, aesthetics, etc.)

Result: Higher relevance, trust, and click-throughs.

8. Compliance & Trust Elements

• Include your clinic name, address, phone, and unsubscribe link (CAN-SPAM requirement).

9. Track, and Optimize

• Track: Open rate, click rate, conversions (appointment bookings or calls).
• Goal Benchmarks:
  • Open rate: 25–40% (good)
  • Click-through: 3–7% (strong)

10. Call-to-Action Examples

• “Schedule Your Appointment Today”
• “Reserve Your Spot—Offer Ends Soon”
• “Discover How [Treatment] Can Help You Feel Your Best”
• “Claim Your [Discount] Before It’s Gone”