Plastic Surgery Email Marketing

BusinessMarketing & Advertising

  • Author Catherine Maley, Mba
  • Published September 11, 2021
  • Word count 1,141

This may be hard to believe, but the email marketing stats show that plastic surgery email marketing is still one of the top plastic surgery marketing: what’s working now strategies, and it’s here to stay.

Not only does the number of emails sent every year continues to grow, but so does the number of email addresses created.


So, who’s sending and reading all of these emails? Here are email stats worth considering:

It turns out, in the U.S. alone, more than 90% of people over the age of 15 use email.

And all of us (well, 99% of us) check our email every day, even before social media.

And email has a longer shelf life since you can read it now or later.

Email also has a larger footprint, so you have the space to get your points across with more copies and images.

So, staying in front of your cosmetic patients regularly with well-thought-out promotional and compelling emails keeps them coming back. It also keeps you top of mind with your cosmetic patients.


A very big reason to build and nurture your cosmetic patient email list is that you control it.

You own your patient email list, and nobody can take it away from you.

Do you realize you have ZERO CONTROL over the social media platforms you use to market your practice? They own that data. You do not.

Social media platforms come and go.

They can disappear overnight, and with it goes all of your followers and time you spent building that following.

And sites like Facebook and Instagram can delist you if you do something they don’t like.

Since you never actually own your account, that means that your profile could also disappear so nobody can see you.

And these social media apps determine who sees you organically (free). You will see less and less since these platforms want you to pay to get a larger reach.


Think of your plastic surgery email list as a money-making asset.

This is the highest quality list of prospective cosmetic patients you have.

They already know, like, and trust you.

How do you know that?

Because they chose you and gave you money.

And they will give you more when you reach out to them in a compelling way.

That means you have a valuable asset now. And that is worth a lot if you stay in touch.


Here’s the biggest secret to making plastic surgery email marketing.

You use your plastic surgery patient email list WITH social media to not only grow your exposure to new patients, but you use social media to grow the patient list that you now own forever.

This takes technology and know-how, but it’s a profitable combination when done right. For example:


If you want to attract new cosmetic patients by placing a Facebook ad, you’ll get much better results when you use your patient email list as the audience.

You’ll then create a lookalike audience based on your current patient email list. A lookalike audience is a targeting audience where Facebook finds users who have similar attributes to the patients in your list.

Not only will your current patient list see and, hopefully, respond to your ad, but you’ll also reach new prospective patients who could also want your cosmetic services.

Lookalike audiences give you a way to reach a cold audience beyond interest or behavior targeting.

The thought being, if your current patients like you, consumers like them will like you too, so this gives you a warmer list to target.


Most consumers are not ready to say yes to you when they first find you.

Take your website visitors. 97% of people who visit your website for the first time leave without buying anything, and then they’re lost forever unless you can bring them back.

Think of retargeting as your automatic follow-up system. When consumers visit your website or like your Facebook post, for example, you can add a little code called a pixel, and it will follow that consumer on the Internet and show them your ads.

You can also retarget using your patient email list. You’ll most likely get a better response since these cosmetic patients already know you, so they’re more likely to notice and act.

Compared to other forms of advertising, retargeting is an inexpensive way to stay in front of prospective cosmetic patients using repetition.


Due to the sheer number of emails showing up in inboxes, it takes strategy to get yours delivered, opened, and acted upon.

These tips will help:

Killer Subject Lines

You can have the most incredibly written email nobody ever sees if they don’t open your email! It all starts with the subject line.

The subject line must spark interest to compel someone to click to learn more.

Here are examples of cosmetic patient headlines that work well because they pique the curiosity of cosmetic patients who care about their appearance:

• Look 5 years younger without surgery

• Did she have a facelift?

• How to lose your belly fat once and for all…

To better understand this, go through the promotional emails you get and figure out what made you open certain emails and not others.


You will get a much better result when you personalize your emails. The easiest way to do that is to use your patients’ names.

People love to see their names. It automatically gets their attention. Here is how you send emails:

Add each patient’s name to the subject line like this:

• Karen, did she have a facelift?

And, embed the patient’s name in the copy of the email like this:

This strategy will increase your open rates by 5-25%, so be sure to use it.

Compelling Copy

Your cosmetic patients are busy, so they need a compelling reason to open and read your emails vs. ignoring them. Or worse, unsubscribing.

You need a way to show them progress towards something, so they look forward to seeing their results.

This strategy works well….

Let’s say you have a KiSS Rewards Club where they collect KiSSes for every dollar they spend.

Your email copy includes their KiSS balance.

The patient is excited to learn what their balance is. So they see how much more they need to get the prize. This example of email marketing is personalized with their name AND customized with their balance. That will bump up the open rate dramatically.

Plastic surgery email marketing should be a staple in your annual marketing plan, so use the strategies above to get the best results.

Since The Year 2000, Catherine Maley, MBA has been a plastic surgery growth business and marketing consultant, author, speaker, trainer, blogger, and podcaster. Her website is

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