Pristine Smile Dental

Email design, the patient flow · Fairfax, Virginia

Nine patient emails for a dental practice, from the new-patient welcome to the return after 18 months, with open times one tap to hold. They explain the treatment plan in plain words and name the date the dental plan resets.

The brief

Look after a patient between visits: get the first visit ready, make sure they show up, explain the treatment plan, bring them back on time, and ask for the Google review once they are happy.

What we designed

The recall email says how long it has been since the last cleaning, then offers three open times this week, each one tap to hold. Below come the visit in three steps and a note on dental plans, signed by Dr. Tran.

The reminder turns the appointment into a navy date card with Confirm and Change the time side by side, then what to bring and where the practice is. The aftercare email gives the next few days in three cards and asks one question, a one-tap rating from 1 to 5.

The new emails keep the practice's navy and soft blue: the first visit as a checklist and a 90-minute timeline, an implant plan in three stages, the plan year as two bars before December 31, Invisalign before and after, the return after 18 months, and the Google review asked only after a 5.

The whole flow

  1. New patient welcome, when a first visit is booked: Welcome to Pristine Smile, see you Monday
  2. Appointment reminder, two days before a visit: See you Thursday at 10:30
  3. After the visit, the evening after a visit: How your teeth should feel after today
  4. Google review, after a 5 rating: Thank you for the 5
  5. Treatment plan, a week after a plan is proposed: Your treatment plan, in plain words
  6. Invisalign, after asking about it at a visit: Straighter teeth, without metal braces
  7. Six-month recall, six months after a cleaning: Time for your six-month cleaning
  8. Benefits reset, in october, if a covered cleaning is unused: Your dental benefits reset on December 31
  9. Lapsed patient, eighteen months without a visit: It has been 18 months since your last visit

How it is built

  • The open times, date card and rating are table cells and links, so they work with images off
  • The practice's own fonts, logo, photos, address and phone number
  • 600 px wide, built in tables with inline styles
  • A phone layout that stacks below 600 px
  • The brand's fonts, with web safe fallbacks for clients that block them
  • Images at twice their size for sharp screens, alt text on every one
  • Preheader, preferences and unsubscribe in place

Typefaces: Plus Jakarta Sans, Inter. Palette: Navy #141a33, Soft blue #eceffa, Blue #3a4ea8, White #ffffff.

The Pristine Smile Dental email at desktop width

Case study: Pristine Smile Dental case study: the practice website

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