Black Friday Sequence for Dentists Email Guide
Why Black Friday Sequence Emails Fail for Dentists (And How to Fix Them)
You've just finished a long day, only to realize your schedule for next week still has too many empty slots. The quiet hum of an empty operatory costs you more than just missed appointments.
Many practices rely on word-of-mouth or reactive booking, missing out on proactive strategies that fill the books. Waiting for patients to call you, especially during busy seasons, can leave significant gaps in your revenue stream and prevent you from meeting your production goals.
A strategic Black Friday sequence isn't just about discounts; it's about connecting with your patient base, offering value, and ensuring your practice remains top-of-mind when they think about their oral health. It's a structured approach to transform passive interest into active appointments.
The templates below are designed for dentists like you. They're crafted to build anticipation, present compelling offers, and create the urgency needed to secure bookings during one of the year's busiest shopping periods.
The Complete 5-Email Black Friday Sequence for Dentists
As a dentist, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Early Bird
Tease the sale before it starts
Hi [First Name],
I've been working on something special for our patients, just in time for the holidays. It's not just another discount.
It's an opportunity to invest in your smile and oral health in a way that truly makes a difference, without the usual financial strain. Next [DAY OF WEEK], we'll be unveiling a limited-time Black Friday offer designed to help you achieve the healthy, confident smile you deserve.
I wanted you to hear about it first, so you can be ready when the details drop. Stay tuned, you won't want to miss this.
Best, [YOUR NAME]
This email uses the 'curiosity gap' principle. By hinting at an exclusive offer without revealing specifics, it creates an information void that compels the reader to seek out the next communication. The phrase 'I wanted you to hear about it first' also triggers a sense of exclusivity and importance, making the reader feel valued.
The Reveal
Announce the full Black Friday offer
Hi [First Name],
The wait is over. Our Black Friday special offers are officially live!
This year, we've carefully selected services that our patients ask for most, making it easier than ever to prioritize your oral health or enhance your smile. Here's a glimpse of what's available: • [SERVICE 1, e.g., Professional Whitening], Achieve a brighter smile just in time for holiday photos. • [SERVICE 2, e.g., New Patient Exam & X-rays], Start the new year with a comprehensive understanding of your oral health. • [SERVICE 3, e.g., Hygiene Recall Package], Secure your next two cleanings at a special rate.
These offers are available for a limited time only, ending [DATE]. Don't let this opportunity pass to invest in your smile. [CTA: Explore all Black Friday specials & book now →]
Best, [YOUR NAME]
This email employs the 'scarcity' and 'urgency' principles. By clearly stating the offers are 'limited-time' and providing a specific end date, it motivates immediate action. The use of bullet points makes the value proposition clear and scannable, reducing friction for busy patients. The direct call to action guides the reader precisely on what to do next.
The Reminder
Midday reminder for those who missed it
Hi [First Name],
Just a friendly reminder that our Black Friday offers are still available, but not for much longer. We know how busy life gets, especially this time of year.
But we also know how important your oral health is, and we don't want you to regret missing out on these exceptional savings. Many patients are already taking advantage of our [HIGHLIGHT A POPULAR SERVICE, e.g., professional whitening discount] and securing their future hygiene appointments.
Don't let this opportunity slip away. Our Black Friday specials conclude on [DATE], and we won't be offering these rates again this year. [CTA: Secure your appointment before it's too late →]
Best, [YOUR NAME]
This 'reminder' email uses the 'fear of missing out' (FOMO) and 'social proof' by mentioning 'many patients are already taking advantage.' It provides a gentle nudge without being overly aggressive, recognizing the patient's busy schedule while reinforcing the time-sensitive nature of the offer. It aims to re-engage those who saw the initial announcement but haven't acted yet.
The Extended
Weekend extension for hesitaters
Hi [First Name],
Due to popular demand, and because we know how quickly the weekend flies by, we've decided to extend our Black Friday offers through [NEW END DATE, e.g., Cyber Monday]. This is your chance if you missed out, or if you just needed a little more time to decide on the perfect treatment or gift for a loved one.
Our [HIGHLIGHT A KEY OFFER, e.g., comprehensive exam and cleaning package] has been particularly popular, helping patients get a head start on their oral health goals for the new year. Don't delay, as this truly is the final extension.
These special rates will disappear at the end of [NEW END DATE]. [CTA: Claim your extended Black Friday offer now →]
Best, [YOUR NAME]
This email uses the 'reciprocity' principle by extending the offer, making the patient feel appreciated. It also reintroduces urgency with a new, firm deadline, playing on the idea that this is a 'second chance' which can be highly motivating. Highlighting a popular offer again provides social proof and reinforces value.
The Final Call
Cyber Monday last chance
Hi [First Name],
This is it. Your absolute last chance to take advantage of our Black Friday and Cyber Monday dental specials.
The clock is ticking, and these offers for [MENTION 1-2 KEY SERVICES, e.g., professional whitening and hygiene packages] will expire at midnight tonight, [DATE]. We genuinely believe in making exceptional dental care accessible, and these limited-time rates are designed to help you achieve your oral health and aesthetic goals without compromise.
Don't let another year pass wishing you had made that appointment. This is your moment.
Act now before it's too late. [CTA: Book your appointment before midnight →]
Best, [YOUR NAME]
This 'final call' email maximizes urgency and the 'scarcity' principle. The direct and unequivocal language ('This is it,' 'absolute last chance,' 'clock is ticking') creates a strong sense of impending loss, pushing hesitant patients to act. It reiterates the value proposition one last time, reinforcing the benefit of not delaying.
4 Black Friday Sequence Mistakes Dentists Make
| Don't Do This | Do This Instead |
|---|---|
✕ Waiting until Black Friday to announce any specials, missing out on building anticipation. | Start teasing your Black Friday offers 3-5 days in advance. Build curiosity and excitement before the official reveal. |
✕ Offering a single, generic percentage discount on all services, which can devalue your practice. | Create high-value packages or specific service bundles. Focus on the transformation or outcome, not just a price reduction. |
✕ Failing to segment your patient list, sending irrelevant offers to everyone. | Use your practice management software (Dentrix, Open Dental) to identify specific patient groups (e.g., those due for hygiene recalls, those who inquired about cosmetic work) and tailor offers accordingly. |
✕ Not having a clear call to action or an easy booking process during a high-volume period. | Ensure your online booking system (Weave, RevenueWell) is prominent and functional. Provide direct links to specific offer pages or dedicated booking slots for Black Friday deals. |
Black Friday Sequence Timing Guide for Dentists
When you send matters as much as what you send.
The Early Bird
Tease the sale before it starts
The Reveal
Announce the full Black Friday offer
The Reminder
Midday reminder for those who missed it
The Extended
Weekend extension for hesitaters
The Final Call
Cyber Monday last chance
Start teasing early, peak on Friday, extend through Cyber Monday.
Customize Black Friday Sequence for Your Dentist Specialty
Adapt these templates for your specific industry.
General Dentists
- Bundle routine services: Offer a 'New Year, New Smile' package with an exam, cleaning, and fluoride treatment.
- Focus on family deals: Create a special for multiple family members booking hygiene recalls together.
- Promote preventative care: Discount sealants for children or offer a special on custom nightguards.
Cosmetic Dentists
- Highlight smile transformations: Offer a consultation for veneers or aligners with a credit towards treatment.
- Run a professional whitening special: Position it as the perfect way to get holiday-ready or as a gift.
- Package aesthetic treatments: Combine professional whitening with a bonding consultation or minor contouring.
Pediatric Dentists
- Create 'First Visit Fun' packages: Discount the initial exam for new young patients, perhaps with a special take-home prize.
- Emphasize cavity prevention: Offer a deal on sealants or fluoride treatments for multiple children in one family.
- Connect with parents: Promote gift certificates for future services, making holiday gifting easy for busy parents.
Orthodontists
- Offer complimentary initial consultations for clear aligners or braces.
- Provide a credit towards full treatment for those who start their journey during the Black Friday period.
- Create a 'Retainer Refresh' special for past patients needing new retainers or a touch-up.
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