Email Marketing for Therapists – Starting and Growing Your Mailing List from Zero
Plus, Get Going with My Free Email Marketing Checklist for Members
When you hear people talk about ‘email marketing’, you might think of big corporate newsletters, spam folders, or people trying to sell you something you didn’t ask for.
But what if I told you email marketing is one of the most personal, effective, and ethical ways to grow your caseload, increase your income, and sustain your private practice?
Whether you’re building a mailing list to stay in touch with clients, share your writing, or boost your professional visibility, this post will walk you through the basics of getting started from scratch and how to keep going.
What Is Email Marketing?
At its heart, email marketing is about building a relationship with people through their inbox. For therapists, this could mean:
Sending a monthly update or blog post
Building trust by sharing your expertise
Sharing resources, reflections, or tools
Letting people know about availability, new offers, or waitlists
How does sharing content via email compare to posting on social media? Generally, people are far more selective about who they invite into their inbox. In fact, I would describe those on your mailing list as ‘superfans’. They want to hear from you so much, they’re willing to share valuable personal data – their email address.
Unlike social media, email marketing is also:
More personal (you’re in someone’s inbox, not their feed)
Less algorithm-driven
More likely to convert (meaning people actually click and take action)
What Are Your Platform Options?
There are lots of platforms to choose from, but here are some common ones therapists use:
Substack - Free, easy to use, and great for blog-style writing. It also has plenty of good community features. On the downside, it’s harder to customise and your subscribers will see Substack’s branding before your own.
MailerLite - This platform has a generous free plan, lots of automation options, and beautiful templates. There is a slight learning curve involved in mastering some of these features.
Kit - Great for creators with plenty of flexibility and tagging options. If you’re list is large, it’s worth noting it’s not free beyond 1,000 subscribers.
Mailchimp – This platform is widely used and recognisable. There are lots of useful features, but it’s not always intuitive and can get expensive fast.
Flodesk - Very visual with a flat monthly fee, but the platform’s analytics are fairly simple and there are fewer segmenting options.
My Email Marketing Experience
I’ve used Substack for Therapists’ Corner because of how natural it feels for long-form writing and how well it connects with readers. It’s informal but personal, and it builds community quickly.
I’ve also used MailerLite for structured campaigns (like launching a course or workshop). This has been helpful when I’ve needed more automation and design flexibility.
Starting From Zero and Growing Your List Organically
It’s normal to worry nobody will sign up. I know I did!
Starting from scratch can be daunting, but you don’t need thousands of subscribers. You just need a few of the right people. Here’s how to begin:
1. Start Where You Are, Use What You Have
Add a sign-up link to your website, directories, and email signature, and mention your mailing list in your bio if appropriate. Tell your existing community. I’m sure many of your colleagues, supervisees, and peers will be keen to support you.
2. Give People a Reason to Join
This can be as simple as communicating what people will receive by signing up. For example, ‘I write gentle updates once a month with mental health resources for clients and colleagues. Sign up if you’d like to receive them.’
You can also go a step further by offering something valuable in return for signing up, such as a downloadable resource or template. This is called a ‘lead magnet’.
3. Keep it Light and Sustainable
Be realistic about how often and how much you can write. Don’t overcommit. Once a month is more than enough to stay visible.
4. Build Trust Through Consistency and Authenticity
Be yourself. The emails people love to read are the ones that feel human. People subscribe for content, but they stay because of connection, so don’t be let your personality shine through in your writing.
What to Send: Email Marketing Ideas for Therapists in Private Practice
You don’t have to be profound in your email marketing. You just have to be you. Focus on writing like you talk and try to be of service to your readers. Here are some ideas to get your started:
Share your reflections on common client themes and topics relevant to your niche
Offer answers to frequently asked questions about therapy
Update subscribers about your availability, services, or waitlist
Share book, podcast, or resource recommendations
Give readers a behind-the-scenes glimpse into your practice (ethically, of course)
Remember, email marketing isn’t about being pushy or polished. It’s about staying connected. It’s one of the few online tools that truly belongs to you. There are no algorithms, and no trends to chase. If you’re thinking about starting, let this be your sign.
🎁 Email Marketing Checklist for Therapists
Below is a comprehensive checklist you can use to start and grow your mailing list with confidence. If you’re not already a member of Therapists Corner, upgrade to a paid subscription to access the checklist.