Keep Your Patient Emails Out of Junk Mail with These Tips


You’ve worked hard on gathering people’s email addresses, creating engaging graphics, and segmenting your contacts into lists. Now, all you have to do is make sure your emails reach the right people. The last thing you want to happen when you’ve put in all of this effort is to have your orthodontic emails be flagged as junk. By following these tips, you can make the most of your email marketing efforts by preventing your emails from ending up in the spam folder.

Make Sure You Have Permission to Send Emails

Your methods of gathering email addresses in the first place will play a major role in how effective your email marketing campaigns are. Whatever your means of gathering emails are, whether it’s by downloading a brochure, or entering a contest, be sure you include a spot that gives you permission to send emails to the recipient. This will help your emails stay in the main inbox.

Proofread Your Emails

The occasional typo is bound to happen when writing emails, even when you’re being careful. But if you’re hastily typing away at your keyboard when you sit down to create your emails, you could end up with some fairly egregious grammatical errors or spelling issues. It’s these types of mistakes that can make it seem like your email was written by a computer, which is a recipe for getting your email marked as spam. One great free tool to use to help catch some of these mistakes is Grammarly.

Avoid Dollar Amounts or Discount Language

Sigh. This one can be pretty tough for email marketers, especially since discounts, sales, and promotions are things people are often genuinely interested in. While older algorithms would look for specific phrases or “trigger” words to filter emails into the spam folder, newer models are more nuanced. Subject lines that revolve around dollar amounts, use exclamation points or mention the word “free” are at a higher risk of getting sorted into junk mail.

Of course, you shouldn’t pretend these phrases or words are radioactive since they are sometimes unavoidable. It simply means you should get creative with choosing other ways of writing engaging subject lines. If you do include these “spammy” elements in your subject lines, use your analytics to see how many clicks they get and look for patterns on how certain subject lines perform.

Include an Option to Add Your Email Address to Contacts

Most major email platforms automatically send emails from people’s contact lists to the main inbox rather than the spam folder. This function helps users get the emails they want to receive so they don’t miss important updates or opportunities. When you get a new email address, consider sending a welcome email that introduces your orthodontic practice. In this email, you can ask readers to add your email address to their contacts list so they don’t miss future correspondence from you.

Be Straightforward

This should probably go without saying, but one of the easiest ways to keep your emails out of spam folders is to just be honest. Not only is this the best way to make sure emails avoid legal troubles, but it’s also just simply good business. If you create a subject line that seems to promise something incredible only for the content to say otherwise, you’ll just end up disappointing people and have your emails marked as spam.

Following these tips for avoiding getting your emails marked as spam along with other email marketing best practices will help ensure your email marketing efforts find success.


Ortho Sales Engine specializes in marketing solutions for orthodontists, combines more than 20 in-house services to create customized, repeatable marketing systems, and serves as a trusted partner to doctors and their teams. To learn more or schedule a free consultation, visit