Crafting effective subject lines and calls-to-action for radiology email marketing

Crafting effective subject lines and calls-to-action for radiology email marketing

In today’s digital age, email marketing has become a crucial tool for businesses in all industries, including radiology. According to a recent study, email marketing has an ROI of 4,200%, making it one of the most effective marketing channels. Email marketing allows radiology companies to reach out to potential and existing customers directly, keeping them informed about the latest services and promotions, building relationships, and driving revenue.

However, for email marketing to be effective, it is essential to craft subject lines and calls to action that catches the recipient’s attention and encourages them to take action. A poorly crafted subject line or call to action can result in low open and click-through rates, while a well-crafted one can lead to higher engagement and conversion rates.

We compiled 11 tips for crafting compelling subject lines and called to action for radiology email marketing to help your marketing team improve the effectiveness of your email marketing campaigns and achieve greater success in reaching and engaging with your target audience.


Radiology Email Marketing; Crafting Effective Subject Lines and Calls to Action

Here are 11 tips for creating subject lines and calls to action that fuel engagement and conversion in radiology email marketing campaigns:


Use Numbers on Subject Lines

Every day, the average person receives over 100 emails. With such a high volume of emails crowding an inbox, radiology marketers must create subject lines that stand out to entice the recipient to click open. Numbers are an excellent way to draw attention to subject lines. They increase open rates by providing a specific and quantifiable hint of the email’s contents. For instance, an email subject line from a radiologist stating, “only 50 shoulder checkup spots left on this website,” stands out from the wordy subject lines the recipient may have in their inbox. It tells them exactly how many spots are left and simultaneously creates a sense of FOMO.


Keep it Short and Snappy

With people’s attention spans becoming shorter in today’s fast-paced digital age, subject lines and calls to action that is too long may get cut off or lose your audience’s attention. Radiology email marketing teams should keep them concise and to the point, making it easy for the recipient to understand the message and take action quickly.


Maximize Action-Oriented Language

As the name implies, action-oriented language inspires an email recipient or target to take action, such as Book Now, or Claim your spot today. It capitalizes on human emotions to motivate action. For instance, action words like Claim your spot today encourage recipients to take action because they are afraid of missing out, desire to seize the opportunity, or even because they feel their pain points are being understood.

Using this language in your email subject lines and calls to action for radiology email marketing makes them more effective because they create a sense of urgency and prompt the recipient to take action. So, while keeping your subject lines short and snappy is vital, ensure you inspire action by capitalizing action words.



Did you know emails with subject lines have a higher open rate than those without? This is because it’s human nature to want to feel recognized, relevant and appreciated, and personalization gives them that. When a recipient believes an email is personalized for them, they are more likely to open it and interact with the content. So, to increase radiology email marketing engagement and conversions, start personalizing subject lines and calls to action with the recipient’s name, referencing their previous behavior, and even tailoring their marketing emails with messages that fit their specific interests and needs.


Incorporate Social Proof

Most consumers imitate one another and value the experiences of others with a product or service. Thus, incorporating testimonials and other forms of social proof into your subject lines and CTAs helps establish credibility and trust with the recipient, increasing the likelihood of them taking the desired action. A testimonial from a satisfied customer, for example, can help dispel any doubts or concerns the recipient may have about a product or service.

To keep your subject lines and calls to action short and effective while incorporating social proof, try phrases like:

  • Join X, satisfied customers
  • Rated 5 stars by our customers
  • Don’t miss this opportunity to join our community of X number of members


Optimize for Mobile

Mobile devices account for more than half of all emails opened globally! With more people accessing their emails on their phones than ever before, it’s essential for radiology email marketing teams to craft subject lines and CTAs optimized for mobile screens to increase the likelihood of emails being opened, read, and acted upon. Here are some tips to try:

  • Keep subject lines and CTAs short and to the point
  • Use clear, easy-to-read fonts
  • Use action words in CTAs
  • Ensure CTAs are large enough to be easily clicked on a mobile screen
  • Use contrasting colors to make your CTA stand out from the rest of the email on a smaller screen


Unlocking the Power of Email Marketing for Radiology Businesses: Crafting Effective Subject Lines and CTAs

Email marketing is among the most powerful tools radiology businesses can use to engage their audience and drive conversions. But with so many emails being sent and received, marketers need to craft subject lines and CTAs that inspire the recipient to hit open. Keeping them concise, capitalizing on action-oriented language, and personalizing the content are great ways to leverage the power of email marketing in radiology.

Naomi Cook
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