If you own a small local veterinary clinic and you’re looking to grow your book of business, you’ll want to consider exploring different marketing channels. Email marketing is one of the most powerful tools veterinarians can use to build connections with current pet parents and potential new clients. With the right copy and visuals, you can keep your target audience engaged and ensure their furry friend’s well-being is always top of mind.
Do you need help building out your veterinary email marketing strategy? Here are 10 tips and tricks you can use to effectively leverage email marketing.
1. Appointment Scheduling Reminders
After a client schedules an appointment on your website, you can follow up with them with an email confirmation. It’s best to send confirmations the day before the appointment and to offer an easy way to reschedule if needed. This will help eliminate no-shows and last-minute cancellations.
Townsquare Interactive’s business management platform offers a built-in appointment scheduling tool you can integrate onto your website. Patients can easily schedule follow-ups and treatments without having to call or email your team. This will help streamline the scheduling process and improve the customer experience.
2. Shots and Annual Check-up Reminders
Let’s face it, life can get busy! Ensure your clients are remembering to bring their pets in for shots or annual check-ups with email reminders. This is a simple and effective way to ensure that your clients bring in their furry friends for shots, annual check-ups, and dental care. Remember to include a CTA that encourages clients to call your office or schedule an appointment online.
3. Wellness Tips and Tricks
Email marketing for veterinarians doesn’t always have to be all about selling. You can also use email marketing to educate and inform your clients. By highlighting wellness tips and tricks for pets, you can humanize your brand and strengthen your connection with your patients.
If you have any blog content, consider including it in your email marketing and adding a “read more” CTA at the bottom. This is an effective way to increase web traffic and keep your audience engaged with your offerings.
4. Email Marketing Welcome Series
After a client comes in for their pet’s first check-up or shots, you’ll want to add them to a customer welcome journey. The welcome journey is designed to engage, inform, and educate your new customers. You can highlight your office hours, wellness tips, or next steps after a specific treatment. You can personalize the welcome series for each pet owner, ensuring the content that’s being delivered to them is timely and relatable.
5. Google Review Request
After a surgery or check-in with your client and their pet, you can use email marketing to ask them to leave a review or to send feedback. This is a simple yet effective way to increase your star rating on their Google Business Profile. A positive review can improve your local search rankings and enhance your online reputation. The better the star rating you have on your Google Business Profile, the more calls and appointment requests you’ll receive from prospects.
6. Upsell and Cross-Sell Services
After an exam or treatment, you can upsell your other services that the pets could benefit from. This is an effective way to introduce your clients to other services and ensure that their pet’s well-being is always a top priority. You can also consider offering a special discount or offer to entice your current clients to explore other services you offer. This is an effective way to increase customer lifetime value.
7. Personalization
Personalization is key to improving the customer experience. When setting up automated workflows for email marketing, ensure you add personalization tokens in the emails. Personalized content you’ll want to include in emails about appointments, like the pet’s name, the last date they received a specific shot, and their birthday. You’ll also want to address the pet owner by their name.
8. Introductory Offers and Sales
If you want to grow your book of business, consider offering an introductory offer on check-ups, dental cleanings, or shots. This is an effective way to get more clients through the door. Once they visit you, you can nurture these clients into repeat customers. You can consider adding a pop-up on your website, pushing the new patient offer. This is a simple yet effective lead gen tactic you can use to grow your mailing list.
9. Seasonal Offers
Are you running a special offer on teeth cleanings for November? Do you have special pricing for puppy shots for spring or summer? Encourage your clients to book their next appointment with email marketing campaigns that highlight seasonal offers. This is a simple yet effective way to spice up your marketing messaging. Highlighting seasonal or monthly offers also adds a sense of urgency to the deals and sales you offer.
10. Segment Your Audience
Dog owners don’t want to receive wellness tips and tricks about cats, birds, or other animals. They want to receive content that aligns with their personal needs and adds value to their inbox. When highlighting pet-specific sales and wellness tips, ensure you’re always segmenting your audience based on their unique interests and needs. This will help maximize engagement and improve customer loyalty.
Explore Veterinary Email Marketing With Townsquare Interactive
Whether you’re engaging with your current clients or looking to build your book of business, email marketing is a powerful tool you can use to maximize engagement efforts.
Townsquare Interactive’s all-in-one business management platform is great for gathering client data, sending emails, and appointment scheduling. With our platform, you can maximize workplace efficiency and track your client communication all in one place, so you can finally retire Excel spreadsheets for good.