Why Email Marketing is Essential for Building Strong Connections and Growing Your Private Practice
Welcome to another episode of the Private Practice Pro Podcast! Today, I had the pleasure of chatting with Michael Fulwiler, a marketing expert in the mental health field. If you’re a private practice therapist, you’ll find this episode incredibly valuable. We dove into the often-overlooked realm of email marketing for therapists—a game-changer for growing your practice and building lasting connections.
With his experience at the Gottman Institute and Heard, Michael emphasized the importance of concise, valuable email newsletter content. He also highlighted the effectiveness of targeting a specific niche to make marketing efforts more impactful when speaking to your ideal client.
He shared his strategy for growing an Email Marketing list, which includes networking and social media, particularly Twitter. While acknowledging the rise of platforms like TikTok, he reminded us of email marketing’s higher engagement rates and the importance of consistently connecting with your ideal client.
We couldn’t discuss email marketing without touching on ethics. Michael stressed the importance of using compliant services and maintaining appropriate boundaries. Our ethical standards as therapists are paramount, and this extends to our marketing efforts.
Michael’s parting advice was simple yet powerful: start building your email list now. It’s a vital asset for any practice. Don’t wait until you think you have everything perfect—just get started and refine as you go.
For more of Michael’s insights, subscribe to his newsletter, Therapy Marketer, and follow him on social media. I encourage you to consider the power of email marketing to create lasting connections with your audience. Share your thoughts below, and let’s continue the conversation.
Michael operates at the intersection of marketing and mental health. He is the Director of Brand at Heard, the financial back office for therapists. He’s also the founder of Fulwiler Media, a marketing consultancy for mental health companies, and the creator of Therapy Marketer, a popular weekly newsletter for therapists. Previously, he was the Chief Marketing Officer of the Gottman Institute.
Website: www.therapymarketer.co
Unleashing the Power of Email Marketing for Therapists: Insights from Michael Fulwiler
In the evolving landscape of private practice marketing, email marketing continues to be a powerful and underused tool. During our recent podcast conversation, Michael Fulwiler unpacked practical, ethical, and strategic insights for therapists—especially those starting or scaling a private practice.
Why Email Marketing Still Wins
Unlike social media platforms such as Instagram or TikTok, which operate on ever-changing algorithms, email is one of the few channels you truly own. You control who receives your content, when it’s sent, and how you interact with your audience. As Michael put it, “Email is what sells.” Whether you’re sending out updates, resources, or just checking in with your audience, email allows you to nurture authentic, lasting relationships.
Not only does email outperform other channels in open and conversion rates, but it also allows for deeper engagement. While a post may vanish in someone’s feed, a well-crafted email newsletter can be revisited, saved, or shared.
The Origin of Therapy Marketer
Before Therapy Marketer became a trusted resource for therapists, it was just a side project. Michael noticed that he was having the same conversations repeatedly with therapists struggling with marketing. So instead of repeating himself, he created a platform that offers consistent, actionable marketing advice.
Each newsletter is short, skimmable, and includes one takeaway that therapists can implement immediately. This brevity, inspired by his past work on the Gottman Institute’s “Marriage Minute” newsletter, makes his emails easy to consume and effective in application.
Tech Tools Made Simple
Worried about getting started with the tech? Michael reassured listeners that it’s better to begin imperfectly than not at all. He recommends tools like:
- ConvertKit (his personal favorite for its creator-first design)
- Mailchimp (great for beginners with a free plan)
- Substack (perfect for blog-style newsletters)
He also discussed integrating tools like HubSpot, Google Workspace, Outlook, or an EMR system for streamlining content delivery and CRM functions. The takeaway? Don’t get stuck deciding—just choose a platform and grow from there.
Building an Audience, Not Just a List
While the first blog touches on networking and using social media to promote your newsletter, the full story offers deeper insight. Michael recommends starting with your existing circle—colleagues, friends, former clients, and professional contacts.
But what happens after that initial boost? That’s where social media marketing comes in. Michael chose Twitter for its ease and effectiveness for writers. Each week, he shares snippets or value from his newsletter, encouraging new signups. This consistent promotion helped him move beyond a stagnant subscriber base and grow organically.
He also discussed the changes in platforms like Twitter (now X) and how LinkedIn has become an emerging space for therapists. Ultimately, email serves as the central hub of his marketing strategy—with social media simply feeding into it.
Long-Term Value and Conversion
Whether you’re just learning how to start a private therapy practice or running a well-established clinic, Michael stressed that your email list isn’t just for updates. It’s a conversion engine. He’s used his list to:
- Sell sponsored placements in his newsletter
- Promote webinars and downloadable tools
- Offer future courses or products
- Reinforce his brand identity and establish authority
Therapists can replicate this by using their newsletters to share blogs, answer frequently asked questions, or highlight therapy success stories (while respecting privacy and ethics).
Ethical Boundaries Still Apply
Michael emphasized that therapists must be cautious with their marketing. Emails to current or prospective clients should never violate HIPAA, and newsletters should be clear about their audience and intent. A marketing guide for therapists should always include a strong ethical foundation.
This is particularly important when using automated tools or third-party platforms. Ensure your email marketing service complies with healthcare regulations, especially if you’re linking to therapy resources or booking tools.
Therapist Marketing Mindset: Niching Down
Perhaps the most insightful takeaway from Michael’s chat was this: most therapists who struggle with marketing don’t have a marketing problem—they have an audience problem.
He recommends identifying your ideal client, understanding their pain points, and then tailoring your message accordingly. When your content marketing aligns with your target market, everything—from SEO to blog content to branding—becomes more effective.
Ask yourself: Is your directory profile, website copy, and email newsletter speaking to the same audience? If not, realignment is the first step toward sustainable success.
Therapist-Friendly Email Ideas
If you’re unsure what to include in your emails, Michael suggests starting small. Here are some email marketing content ideas for therapists:
- Monthly updates or practice announcements
- Highlighted blog posts or new resources
- Reflections on therapy-related topics
- Community event promotions
- Downloadable mental health tools
- Partner or referral network highlights
Therapists can also use email tracking to measure engagement, refine topics based on open rates, and improve click-through rates over time.
Additional Income Potential
Beyond client growth, email opens the door to revenue opportunities. Michael noted that if you ever plan to write a book, sell courses, or offer consulting, an email list is your most valuable asset. It provides a built-in audience that already trusts your message.
Even therapists who aren’t planning to monetize immediately can benefit. An engaged list offers proof of demand, validates new ideas, and fosters stronger relationships within the mental health community.
Final Thoughts
Michael Fulwiler’s insights remind us that email marketing isn’t just another task—it’s the foundation of long-term engagement. For therapists navigating the world of digital marketing, email provides structure, autonomy, and results.
Whether you’re starting a private practice, growing your list, or looking to share your voice more effectively, email is your most direct and durable channel. With the right tools, strategy, and mindset, you can use it to deepen trust, expand your brand, and better serve your audience.
Ready to take action? Start small. Build a newsletter. Focus on one niche. And most importantly—be consistent.
