7 Lies Holding You Back From Emailing Your Therapy Clients

Imagine we’re sitting across from each other at Starbucks, catching up on life and business. You tell me you’ve been thinking about email marketing for your private practice but feel unsure if it’s worth the effort. You’ve heard it’s complicated, unnecessary and maybe even unethical.  Besides, would anyone actually read your emails?

I get it. So many therapists hesitate to dive into email marketing because of all the email marketing myths holding them back. But here’s the truth—email marketing is one of the most powerful tools you can use to grow your business (clinical and non clinical), deepen relationships with potential clients, and create a more sustainable work-life balance. 

The biggest thing standing in your way? These seven lies.

Before I dive in, let’s get clear on what email marketing actually is. Simply put, it’s a way to stay in touch with people who have given you permission to email them. It can be used in both clinical and non-clinical ways:

• Clinical Use: Let people know about upcoming therapy groups, share valuable mental health resources, and connect with other therapists for referrals.
• Non-Clinical Use: Promote digital products, books, coaching services, or courses to help diversify your income.

The Benefits of Email Marketing

If you are wondering: is email marketing really worth it? The numbers speak for themselves:

• 30% of marketers say email marketing has the highest ROI of all digital marketing channels.
• For every $1 spent on email marketing, businesses make $36 in return (a 3600% ROI!).
• 52% of consumers have made a purchase directly from an email in the past year.
• Email marketing outperforms banner ads and SMS marketing by 108%.
• It even beats social media, outperforming posts by 13% and social media ads by 11%.

So, let’s bust the 7 most common email marketing myths that are keeping you from using this powerful tool to its full potential.

Email Marketing Myths #7: “Email Marketing Is Unethical for Therapists”

I hear this one a lot, and I totally understand why. Ethics are at the core of our work as therapists, and none of us want to cross any lines. But here’s the deal—marketing emails are not the same as clinical communications. When done correctly, email marketing is ethical, professional, and a great way to serve your audience.

In my coaching sessions, I work with therapists to ethically collect and use emails in a way that builds trust and protects confidentiality. I guide you through setting up clear, explicit opt-in forms—no sneaky tactics, just transparent consent. And most importantly, I’ll show you how to craft emails that engage your audience without ever including personal client details, so you can market your practice with confidence and integrity.

If you’re still hesitant, think about this: when a potential client follows you on Instagram or reads your blog, are you violating ethics? Of course not. Email marketing is just another way to share valuable information with people who want to hear from you.

Need private 1:1 support on how to integrate this tool? Choose the stage that fits your business best:

Email Marketing Myths #6: “I Have Nothing Valuable to Say in Emails”

You have so much to share! Every day, you’re already creating content without even realizing it. Think about all the lessons you teach in sessions, the continuing education trainings you attended, theories you have studied, and the insights you post on social media. You’re constantly teaching, guiding, and providing support—those moments are packed with content you can repurpose easily into emails.

Take a client breakthrough (remember HIPAA of course), a frequently asked question, or a challenge you see often, and expand on it in an email. Share a lesson learned, a mindset shift, or a practical step someone can take. Your inbox can become a space where you continue to serve, nurture, and connect with your audience—without reinventing the wheel.

Need inspiration? Try these email ideas:

• Simple mental health tips and coping strategies.
• Debunking common myths about therapy.
• Updates on your services, workshops, or new offerings.
• A short personal story about your journey as a therapist.

If you’re already posting on Instagram or writing blog posts, email marketing is just another way to repurpose that content and connect with your audience in a more personal way. And the best part— it is all consent based. Your audience WANTS to hear from you, otherwise they would not have given you their email. By not emailing them, you are essentially ghosting a perspective client who is asking for help, all because you are to afraid to “bother them.”

I help coaching clients uncover the hidden gems in their everyday conversations—those powerful insights, advice, and stories they naturally share but don’t always recognize as valuable content. Whether it’s a breakthrough moment with a client, a common question they answer repeatedly, or a personal perspective they share in passing, these moments hold incredible potential.

I guide my clients in repackaging these organic conversations into compelling marketing material that highlights their expertise, authority, and the unique value they bring to their audience. By transforming these natural interactions into engaging emails, blog posts, or social media content, they can showcase their services in an authentic way, build trust with their audience, and position themselves as go-to experts in their field—all without constantly creating new content from scratch.

Email Marketing Myths #5: “No One Wants to Hear From Me”

Let’s be real—most therapists aren’t sitting around thinking, I can’t wait to write an email today! It’s easy to believe that your clients or potential clients don’t actually want to hear from you. Maybe you’re thinking, They’re too busy, They’re already following me on social media, or I don’t want to bother them. But here’s the thing—if someone has willingly signed up for your email list, they want to hear from you.

Think about the emails you open. Maybe it’s a newsletter from a favorite author, a business mentor, or even your go-to skincare brand. You open those emails because they provide value. The same goes for your audience. They’re looking for insight, encouragement, and expertise from someone they trust—you.

Research backs this up. According to a 2024 survey by Marigold, 52% of consumers made a purchase directly from an email in the last year. Now, while you’re not selling shoes or fancy gadgets, your expertise is something people are willing to invest in. Whether it’s a reminder about an upcoming workshop, a blog post about managing anxiety, or even a simple encouragement email, your words have value.

Email Marketing Myths#4: “Email Marketing Is Too Complicated”

Tech overwhelm is real, but modern email platforms make it so much easier than you might think. You don’t need to be a tech genius to get started. Trust me on this, I am not a computer genius myself. Don’t get me wrong, I can get a good handle on the backend of my website to write a blog post or sales page, but ask me about coding or any major computer repairs… I am lost (that’s why I married an engineer).

If the idea of email marketing makes you picture hours of tech struggles and frustrating software, let’s bust that myth right now. Email marketing doesn’t have to be overwhelming or time-consuming. In fact, it can be one of the simplest and most effective ways to stay connected with your audience.

Don’t believe me?  

Here are some beginner-friendly email marketing platforms:

• MailerLite (affiliate link) – Super simple and great for automation. (My personal favorite and did I mention it has a free plan)
• Kit formerly ConvertKit (affiliate link) – Designed for coaches and content creators. (I have tried it, it really is idiot proof but pricy IMO)

Still feeling intimidated? Let’s break it down: Start with one automated email—a simple welcome email that goes out whenever someone joins your list. [Don’t have one, use mine. Download my free templates here.]

In that email, introduce yourself, share a helpful resource, and let them know what they can expect from you. Boom! You’ve officially started email marketing.

Another concern I hear a lot is, What if I mess up? Listen, everyone has sent an email with a typo before (yes, even the big-name marketers). The key is progress over perfection. The more you do it, the easier it gets.

Besides, you are human. Humans mess up. You have hundred of other emails to do better next time 🙂

Email Marketing Myths #3: “I’ll Just Market on Social Media Instead”

Social media is great, but it’s also unreliable. If you’re relying solely on Instagram or TikTok to stay connected with potential clients, you’re playing a risky game.  Don’t believe me? Read my post: Why the TikTok Ban Matters for Therapy Business Owners and Marketers to learn more.

Relying on social media instead of your own website is like farming on borrowed land.

Imagine you spend years planting crops, tending to the soil, and growing a thriving farm—but the land isn’t yours. The owner can change the rules at any time, raise your rent, restrict what you can grow, or even kick you off completely. All your hard work could disappear overnight.

But when you own the land, you control everything. You decide what to plant, how to grow it, and who gets to enjoy the harvest. Your website is your land, and your email list is like a well-stocked barn—you own the crops (your audience) no matter what happens elsewhere.

Social media is borrowed land, but your email list and website are a legacy you build on solid ground.

And don’t forget…

• Algorithms constantly change, meaning fewer people see your posts.
• You don’t own your audience—if Instagram shuts down tomorrow, you lose all your followers.
• Email has higher conversion rates than social media (meaning more people take action!).

With email marketing, you have direct access to your audience—no algorithm standing in the way.

Here’s a hard truth: Only about 1% of your followers on social media actually see your content. Compare that to email, where the average open rate for health and wellness emails is around 37%, according to Campaign Monitor. That means your message is significantly more likely to be seen in someone’s inbox than lost in the endless scroll of their feed.

Plus, social media platforms come and go. Remember when Facebook reach was everything? Then Instagram took over, and now TikTok is the hot thing. But email? It has stood the test of time. Your email list is the one marketing asset you truly own.

If you’re looking to grow your email list, the right strategy makes all the difference. Let’s get you the right strategy—pick your focus:

Email Marketing Myths #2: “If I Email Too Often, People Will Unsubscribe”

Ah, the fear of annoying people. I get it. No one wants to be that business clogging up inboxes and getting marked as spam. But sending consistent, valuable emails doesn’t drive people away—it actually builds trust.

Side Note: Have you authenticated your email so Google knows its coming from you and not a spam-bot? Learn how to do this yourself in one of my favorite courses: Deliverability Unboxed (affiliate link)

Think about your favorite newsletters. Do you get annoyed when they land in your inbox? Probably not—because they provide something useful, whether it’s a quick tip, an interesting story, or an offer you actually care about. The same applies to your emails.

The key is to send emails with intention. Instead of thinking, I have to email weekly just to stay relevant, shift your mindset to, How can I make this email genuinely helpful? When you focus on delivering value, people want to hear from you.

Yes, some people will unsubscribe—but that’s a good thing! You want an engaged list of people who truly want to hear from you. Consistently sending valuable content keeps the right audience connected, and those who leave were never your ideal clients anyway.

I help my coaching clients analyze their email data so they know exactly what’s providing value and what’s not. Let your audience show you what they want to hear—this insight helps you craft better offers and become a better service provider.

Email Marketing Myths #1: “I Need a Huge Email List to See Results”

Quality over quantity— my friend, always. A small, engaged email list is far more valuable than a massive list of people who never open your emails. Even if you only have 50 people on your list, that’s 50 people who are interested in your services!

Think of it this way: Would you rather have 5,000 subscribers who ignore your emails or 500 who eagerly read, engage, and take action—replying to your questions, reading your blog posts, and investing in your services?

In email marketing, engagement matters more than numbers. According to HubSpot, marketers who segment their lists and send targeted emails see 760% more revenue than those who blast out generic messages. That means even if your list is small, the right message to the right people can make all the difference.

If you have no idea where to start, I’m here to help! Growing your email list doesn’t have to be overwhelming—you just need the right strategy. Here are a few simple steps to get started:

✅ Offer a freebie (like a PDF guide or mini-course) in exchange for emails.
✅ Add a signup form to your website and social media so people can easily subscribe.
✅ Encourage networking and referrals to expand your reach.

Your email list is one of your most valuable business assets, giving you direct access to an engaged audience who wants to hear from you. Ready to start building? Let’s work together to create a strategy that attracts the right people and helps your business grow!

Final Thoughts

If you’ve been avoiding email marketing because of these myths, I hope this helped shift your perspective. Email is one of the most powerful tools you have as a therapist to connect with your audience, provide value, and grow your business. And the best part? You don’t have to do it alone.

If you’re ready to start but don’t know what to say, download my free Welcome Series Email Templates to make your first emails effortless. Or, if you want more hands-on support, apply for private coaching, and let’s build an email strategy that works for you!

Your future clients are out there, waiting to hear from you. Let’s make sure your voice reaches them.📩 Choose your next step to grow your business:

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