Email Marketing for Home Health: Does It Still Work in 2025?
- Roxford Digital
- 2 days ago
- 4 min read
Updated: 16 hours ago
Email marketing has been around for decades, and in an era dominated by AI and paid ads, many home health care providers wonder if it still works. The answer: it does — when it’s done correctly. Email remains one of the most reliable, low-cost marketing channels available to agencies that want to stay top of mind, build referral networks, and nurture warm leads. This article explains how home health providers can use email effectively in 2025 without spamming inboxes or wasting time.
Why Email Still Matters
Email is still widely used across all age groups, especially among healthcare professionals and adult caregivers. According to Statista, more than 4.4 billion people use email worldwide, with over 347 billion emails sent and received every day — and those numbers continue to rise.
In the context of home health, email offers:
Direct communication with referral partners
Educational opportunities for families
Follow-up for interested leads who aren’t ready yet
A reliable way to distribute updates, resources, and content
Unlike social media or paid ads, you own your email list — which means you control delivery and messaging without being limited by algorithms or ad restrictions.
Types of Emails That Work for Home Health Providers
A successful email strategy doesn’t involve weekly blasts to every contact. Instead, it relies on segmented lists, relevant content, and timing that matches the recipient’s relationship to your agency.
1. Referral Partner Outreach
Send monthly or bi-monthly updates to social workers, discharge planners, elder law attorneys, and community partners.
What to include:
Recent success stories or testimonials
PDF guides they can pass to families
Upcoming event invites (e.g., caregiver lunch & learns)
A reminder of your services and service areas
Always include a direct line of contact — phone number, referral form, or link to schedule a call.
2. Lead Nurture Emails
Families often visit your site or call for information, then wait weeks or months before making a decision. These are warm leads — and email is your chance to stay in their inbox without being intrusive.
Email sequence example:
Day 1: Thank you + overview of services
Day 3: How to choose a home health agency
Day 7: Story from a client (with permission)
Day 14: What services are covered by long-term care insurance?
Day 21: How to schedule a free consultation
Automated email tools like Mailchimp, ActiveCampaign, or HubSpot make it easy to build sequences based on user behavior.
3. Education and Authority Emails
Position your agency as a trusted source by sending occasional educational content — no selling required.
Topics that work:
“What’s the difference between home health and home care?”
“Questions to ask before hiring a caregiver”
“How Medicare and long-term care insurance work together”
You can link these emails to blog posts or downloadable PDFs hosted on your site. This also boosts your site traffic and SEO when emails include links back to your own content.
Compliance and Consent: Staying HIPAA-Safe
Email is not inherently HIPAA-compliant. While you can use it to share general information, never include personal health information (PHI) unless your platform is explicitly HIPAA-compliant and under a signed Business Associate Agreement (BAA).
To stay compliant:
When in doubt, keep the email informational and drive readers to a secure landing page for any personal communications.
Build Lists That Match Your Audience
The most common mistake agencies make is emailing the same message to every contact. Segmenting your audience improves engagement and ensures relevance.
Suggested segments:
Referral partners (social workers, case managers, attorneys)
Warm leads (families who called or visited the website)
Event attendees (caregiver workshops, webinars)
Current or former clients (when permitted)
Tools like ConvertKit and Mailchimp allow for simple segmentation, tagging, and automation.
Design Tips for Maximum Engagement
You don’t need fancy designs or long newsletters. In fact, text-based emails often perform better. Here’s what works:
Use a recognizable sender name (e.g., “Tonia from [Agency Name]”)
Keep subject lines short and clear: “Help at Home: What You Should Know”
Use subheaders or bullet points for easy reading
Include only one or two links or calls to action per message
Optimize for mobile — over 60% of email opens now happen on phones
Test your email before sending with tools like Litmus to ensure readability across devices and platforms.
Track What Works — and What Doesn’t
The power of email is in its measurability. You’ll know who opened, clicked, or unsubscribed.
Metrics to track:
Open rate (20–30% is typical)
Click-through rate (CTR) (2–5% is strong)
Unsubscribe rate (keep it under 1%)
Reply rate (especially important for referral outreach)
Use this data to improve subject lines, email timing, and content. Small tweaks make a big difference over time.
Automate the Right Way
Automated email sequences allow you to stay in front of leads without manually following up. Focus on value-first automation — not spammy sales pitches.
Examples:
After someone downloads your service guide, send a 5-email sequence educating them about care options
When a referral source signs up for your newsletter, send a quarterly update with relevant case studies
For every event sign-up, send a confirmation, a reminder, and a follow-up with photos or highlights
Automation keeps you consistent — and consistency builds trust.
Integrate Email into a Larger Marketing Strategy
Email doesn’t exist in a vacuum. It should support your SEO, content, ad campaigns, and referral strategy.
How to connect it:
Share your blog posts via email to drive SEO traffic
Add email sign-up forms to all landing pages
Use email to follow up on Google Ads leads or Facebook lead form submissions
Mention upcoming events or webinars in your monthly newsletter
When done right, email helps you get more mileage out of every marketing effort — while staying cost-effective and compliant.
When you're looking to develop a email marketing campaign, let us know. We're happy to help
Cordially,
Roxford Digital
