A flu shot email should say that the CDC recommends an annual flu vaccine for everyone 6 months and older, that September and October are the best months for most people, and how to book, and it should be sent to all active patients in that age range, not to a list defined by a condition. GoHighLevel can send it as an email campaign. The bottom line: the email should be the same for everyone, because a message tailored to a health condition reveals that condition to anyone who sees the inbox.
What the guidance says this season
An AHCA and NCAL summary of the CDC's interim guidance says routine annual flu vaccination remains recommended for the 2026 to 2027 season, that for most people vaccination should ideally occur in September or October while continuing throughout the season, and that adults 65 and older should preferentially receive a high dose, recombinant, or adjuvanted vaccine when available. The National Council on Aging, citing a September 1, 2026 CDC update, says everyone 6 months and older without contraindications should get an annual flu vaccine. Today is October 1, 2026, so the ideal window is open now.
Why reminders matter
The Community Preventive Services Task Force recommends client reminder and recall systems for vaccination, with a median increase of 11 percentage points in vaccination rates. It found reminders alone raised rates by a median of 6 points and reminders combined with other components by 12 points.
The HIPAA and email rules
HHS says communications about a covered entity's own health related services are not marketing under HIPAA, and its FAQ says preventive care and wellness communications are generally not marketing, unless a third party pays the practice to send them. So a flu clinic email from the practice is allowed without an authorization if no vaccine maker pays for it. Email is unencrypted, so the message should carry no health information, and a patient who prefers a different channel should be honored. CAN SPAM adds the usual requirements: a valid physical address, an opt out, and honoring opt outs within 10 business days.
| Include | Leave out |
|---|---|
| The CDC recommendation for everyone 6 months and older | A condition, a medication, or a risk category |
| September and October as the best months, and that later is still useful | Anything about a specific patient's history |
| Clinic dates, hours, and a booking link | Claims about a particular vaccine brand being best |
| That adults 65 and older may be offered a different vaccine, with a call to ask | Pricing or coverage promises |
| Physical address and an unsubscribe link | A drug company's name or logo, if it paid for the email |
Build it in GoHighLevel
GoHighLevel's help portal has an Email Marketing category covering the email builder, templates, and scheduled campaigns.
- Create a Smart List of active patients aged 6 months and older who have not had a flu vaccine this season, using data imported from the practice system.
- Build the email from the table, with the booking link for a flu clinic calendar.
- Schedule it, and send a second email in 3 weeks to patients who have not booked.
- Add a text version only for patients with documented text consent, 160 characters, with a STOP line.
- Use the Appointment Status trigger on the flu calendar to remove booked patients from reminders.
- Review clicks and bookings, not opens, since Apple Mail inflates open counts.
Worked example
For example, a practice with 5,000 active patients and 4,200 who have not been vaccinated sends 4,200 emails (5,000 minus 800 vaccinated). If reminders produce a gain at the lower end of the Task Force range, 6 percentage points of the full panel, that is 300 more vaccinations (5,000 times 0.06).
Mistakes to avoid
- Sending a different email to high risk patients. Segmenting in the message reveals a condition.
- Taking money from a vaccine maker to send it. That can make it marketing.
- Skipping the physical address and opt out. CAN SPAM requires both.
- Waiting until November. The best months are September and October.
How this was handled before
Practices mailed postcards in the fall and posted flu clinic dates in the lobby. The Community Guide evidence for reminder and recall predates most email programs. An email to every eligible patient is the same idea, with the privacy rules now shaping what the message may say.
What to measure after launch
Track emails sent, clicks, flu visits booked, and opt outs. Compare booking rates from the first email and the second.
Check before you switch it on
US text messages sent from a standard 10 digit number need A2P 10DLC registration. The HighLevel support portal says registration is required for texts to US recipients from 10 digit long code numbers and that toll free numbers do not require it. HighLevel's opt in guidelines also say a person cannot be forced to agree to text messages in order to submit a form, so keep the consent box optional. One compliance guide separates informational texts, which need documented consent, from marketing texts, which need prior express written consent. Ask your attorney which category your reminders fall into. Have your privacy officer approve the email and confirm no third party is paying for the campaign. This is general information, not legal advice.
Questions people ask
Who should get a flu vaccine this season?
The CDC recommends annual vaccination for everyone 6 months and older without contraindications.
When is the best time?
September and October for most people, and vaccination should continue through the season.
Is a flu email marketing under HIPAA?
HHS says communications about the practice's own services are not marketing, unless a third party pays for them.
Ready to try it yourself? Start a GoHighLevel account here.
You can also see this in action in our GoHighLevel capabilities demo.