Essential Email Marketing with Liz Wilcox

Success doesn’t come from what you do occasionally, it comes from what you do consistently. – Marie Forleo

Running a pet business is demanding, isn't it? You're juggling client appointments, managing staff, ordering supplies, and trying to keep those furry clients happy. Marketing often feels like another plate spinning, but what if there was a reliable way to connect with clients and grow your business without chasing algorithms? You'll learn practical email marketing tips designed specifically for pet business owners like you.

Many business owners get caught up in the whirlwind of social media. But email marketing offers something social media can't: a direct line to your audience that you actually own. These email marketing tips will help you build lasting relationships and drive real results for your overall digital marketing strategy.

Why Email Still Rocks for Pet Businesses

Think about social media platforms for a moment. You build a following, connect with pet parents, and share adorable photos. But you don't own that space; you're essentially renting your audience from the platform.

Platform rules change, algorithms shift, and accounts can even disappear overnight. Remember what happened with Twitter changing its name and focus? It left many businesses scrambling for visibility and connection.

Email is different. When someone gives you their email address – maybe a client during intake, someone you met at a local pet expo, or a visitor to your website – they're giving you permission to talk to them directly. You own your email list, making it a valuable business asset.

You can take it with you if you switch your email marketing tool, and you control the message and timing. It's a more intentional space where people check their email client looking for specific information, not just scrolling passively. This gives your marketing email a much better chance of being seen and acted upon by the pet parents you want to reach.

Getting Started: Building Your Email Foundation

Okay, so email sounds good, but where do you begin, especially if you're just starting or haven't focused on emails before? Don't worry, it's simpler than you think. You need a way to gather emails and a solid plan for what to send; it's time to start email marketing seriously.

Collecting Those Precious Emails

First things first, you need to build email addresses for your subscriber list. For pet sitters, groomers, trainers, and vets, client intake forms are a natural place to ask for an email. Clearly state you'll be sending marketing emails, not just appointment reminders, and get their explicit consent.

Your website should feature clear sign-up forms. Offer something valuable in return, like a checklist for new pet owners, tips for specific breeds, or a discount on their first service – a lead magnet can be very effective. Local events, adoption drives, or community fairs are also fantastic opportunities to connect and collect emails face-to-face (with permission, of course.).

Consider using QR codes at your physical location or events that link directly to a sign-up form. Make it as easy as possible for interested pet parents to join your list. Remember to regularly promote your email list on your social media channels too.

Choosing Your Email Platform

You'll need an Email Service Provider (ESP), essentially an email marketing platform or marketing software, to manage your list and send email campaigns legally and efficiently. Many options exist, from free or low-cost simple tools to more advanced marketing platforms with extensive features. An effective email marketing tool helps you comply with regulations like CAN-SPAM.

Look for an email service that fits your budget and technical comfort level. Key features to consider are ease of use for managing contacts, building emails (look at template options and the editor), sending campaigns, and viewing basic reports. Popular choices include Mailchimp, Constant Contact, Brevo (formerly Sendinblue), and ConvertKit, each with different strengths.

Your chosen email marketing software should allow you to segment your list later, even if you start simple. It should also provide analytics on open rate and click rates. Researching different options will help you find the best fit for your pet business's current needs and future growth.

Your Welcome Wagon: The First Emails Matter

What happens right after someone joins your list? Don't leave them hanging. A short welcome email sequence is crucial for making a good first impression and confirming their subscription.

Email marketing expert Liz Wilcox suggests sending two or three emails over the first week. This initial interaction helps build rapport and sets expectations for future communication. It also helps improve your sender reputation.

Your first email should arrive almost instantly after sign-up. Say hello, remind them who you are and where they signed up (maybe include a picture of you or your facility.), and briefly mention the core services you offer. Let them know what kind of valuable emails they can expect to receive from you moving forward – maybe pet care tips, special offers, or facility updates.

A couple of days later, send another email as part of your initial marketing campaign. Go a little deeper into your story. Share a bit about why you started your pet business or what makes you passionate about animal care, connecting on a more personal level.

Reiterate your main services and include a clear call to action (CTA). This could be a link to book a consultation, visit your services page, or claim that welcome discount you might have offered at sign-up. Make it easy for them to take the next step.

An optional third email can create urgency if you offered a limited-time discount ("Your welcome offer expires soon."). This sequence warms up new subscribers, confirms they want your emails (reducing spam complaints and bounce rate issues), and starts building that important connection immediately. It sets the stage for successful email marketing.

The Email Staircase: From Follower to Friend to Customer

Liz Wilcox uses a great analogy: the Email Staircase. The objective is to guide people who receive email from you from being just a follower (someone on your list) to becoming a friend (someone who knows, likes, and trusts you) and finally, a customer. It's about building relationships through consistent, valuable communication, not just sending promotional emails.

Step 1: Show You're Invested

People want reassurance that you care about animals and are skilled in your services. Share proof of your commitment and expertise. Did you attend a pet first aid course or a behavior workshop? Talk about it in an email.

Earned a new grooming certification or attended an industry conference? Let your subscriber list know. This demonstrates your dedication to professional development and providing top-notch care. Share links to relevant articles or resources you found helpful.

Even sharing small daily insights from your business works wonders. Post a picture (with owner permission.) of happy dogs playing at daycare, a video snippet of a training success, or a heartwarming story about a grooming client. This shows you're actively involved and passionate about the pets in your care, strengthening your content marketing efforts.

Step 2: Be Relatable, Be You

Pet parents are trusting you with a beloved member of their family. They want to connect with a real person, not a faceless business. Don't be afraid to let your personality shine through in your emails.

Do you have a quirky obsession, like collecting vintage pet toys or a particular breed of cat? Mention it casually. Sharing small, relatable things about yourself helps build rapport and makes you more memorable.

Talk about your own pets (past or present), sharing funny anecdotes or heartfelt moments. This human element helps potential clients feel more comfortable and builds trust. Your shared love for animals is already a powerful starting point for connection.

Step 3: Stay Top of Mind

Out of sight, out of mind applies heavily in the digital age. With so much noise online from social media and other channels, consistency is vital. You need to show up regularly in their inbox so they remember you when they need pet sitting, grooming, training, or veterinary services.

How often should you send email? Determine a realistic sending frequency. Start with once a month if weekly feels overwhelming initially. Share business updates, announce upcoming holiday boarding availability, remind them of seasonal needs (like flea/tick prevention or winter paw care), or share a helpful pet care tip.

Just showing up consistently keeps that connection warm and positions you as a reliable resource. Liz Wilcox shared a story about her sister needing a pet sitter. She remembered a place she'd visited months earlier because they consistently sent her monthly email updates, keeping them top of mind. That regular contact built trust and directly led to business when the need arose – a testament to effective email practices.

Writing Emails People Actually Want to Read

Okay, you're ready to email consistently as part of your marketing strategy. But what makes someone click open, and then actually read your message instead of hitting delete? It boils down to a few key elements that make for an effective email.

Catchy (But Clear) Subject Lines

Your subject line is the gatekeeper to your email content. It needs to be interesting enough to grab attention in a crowded inbox but also clearly indicate the email's purpose. Avoid vague, misleading, or overly 'salesy' subject lines that might trigger spam filters or immediately turn readers off.

Experiment with personalization by using the pet parent's name or their pet's name (if you have that data). Mentioning a relevant service ("Tips for Preparing Max for His Grooming Visit") can also increase opens. Keep subject lines relatively short, as many people read emails on their phones.

Focus on the benefit for the reader. "Keep Fido Cool: Summer Safety Tips Inside" is generally better than a generic "July Newsletter". Consider using emojis sparingly to add visual interest, but test how they appear in different email clients.

Keep It Simple, Especially at First

Should emails be plain text like a personal note, or feature elaborate email design with lots of graphics? There's a place for both approaches in your email marketing strategy. However, many experts, including Liz Wilcox, suggest starting simple, especially when building your sender reputation.

Emails heavy with images and complex HTML coding can sometimes face deliverability issues with spam filters. Focus initially on clear, helpful text that delivers value. One or two relevant, optimized images are usually fine (people love seeing cute pets.), but avoid overloading the email, which can also increase load times.

Use short paragraphs (three sentences maximum) and concise sentences. Break up longer text with bullet points or numbered lists for better readability. Ensure your main message and call to action are prominent and easy to spot quickly.

Always Give Value

Every email you send subscribers should offer something useful. Value doesn't always mean a discount or promotion. It can be informative (seasonal pet safety advice, training tutorials), practical (holiday hours, new service announcements), convenient (links to book online, downloadable checklists), or relational (sharing a touching client story, introducing a new staff member).

Think about your ideal pet parent clients. What are their common questions, challenges, or concerns? Address those topics in your emails. Providing consistently helpful content builds immense trust and positions you as the go-to expert in your local area, making your marketing efforts more fruitful.

This approach aligns well with content marketing principles. Repurpose blog posts, share quick video tips, or answer frequently asked questions through your email campaigns. This provides value while also driving traffic back to your website or social media profiles.

More Essential Email Marketing Tips for Pet Pros

Let's layer in a few more crucial email marketing tips. Getting these details right can significantly impact your results. Small adjustments to your email marketing campaigns often yield substantial improvements over time.

Talk to the Right People (Segmentation Basics)

While you might not need complex audience segmentation initially, think about relevance from the start. Sending the right message to the right person increases engagement. If you offer both dog walking and cat sitting, could you occasionally send specific tips or offers relevant only to dog owners or cat owners?

Even basic segmentation based on the services clients currently use or have expressed interest in can make your emails feel more personal and valuable. You can often segment based on data collected during sign-up or from past interactions. The goal is to send relevant content, which improves open rates and click rates and reduces unsubscribe rates.

Start simple. Tag subscribers based on their primary interest (e.g., "Dog Grooming Client," "Cat Sitting Prospect," "Training Workshop Attendee"). Most email marketing software makes this relatively easy. A clean list, organized properly, is fundamental for effective segmentation.

A Little Personalization Goes a Long Way

Using the pet parent's name ("Hi Sarah,") or their pet's name ("How is Buddy doing?") in the greeting or subject line can significantly boost engagement. Personalized emails feel less generic and show you see recipients as individuals. Most ESPs make implementing basic personalization tokens easy.

Beyond names, referencing a past service ("Hope Fluffy enjoyed her grooming appointment last month.") strengthens the connection and reminds them of their positive experience. Tailoring content based on their pet's species or breed (if known) adds another layer of relevance. Keep personalization genuine and relevant to avoid sounding intrusive.

Think Mobile First

Did you know a significant portion of emails are now opened on mobile devices? Data from Litmus and other sources consistently shows mobile clients account for a large share, often over 50%, of all email opens. Therefore, your emails must look good and be easy to read and interact with on a small screen.

Adopt a single-column layout for primary content, as this reflows best on narrow screens. Keep text concise and scannable. Ensure buttons and links are large enough to be tapped easily with a finger, with sufficient spacing around them.

Always use your email marketing platform's preview function to check how your email looks on mobile devices before sending it to your entire list. Send test emails to your own phone (and colleagues' phones if possible) to check rendering across different email clients like Gmail, Apple Mail, and Outlook apps.

Spam Filters: Be Smart, Not Scared

Yes, spam filters exist, and avoiding them is important for deliverability. However, fixating excessively on avoiding specific "trigger words" is often counterproductive and unnecessary. Modern email platforms like Gmail and Outlook use sophisticated algorithms; they care much more about sender reputation and how subscribers interact with your emails than specific words.

Focus on earning high engagement. Send valuable content that people genuinely want to open, read, and click on. Encourage replies where appropriate (e.g., "Hit reply and let us know your biggest puppy training challenge."). High open rates, click rates, and low complaint/unsubscribe rates tell email providers you're a legitimate, wanted sender.

Maintain a clean list by regularly removing inactive subscribers and monitoring your bounce rate. High bounce rates (emails that couldn't be delivered) can negatively impact your sender reputation. Consistent sending of valuable content is the best long-term strategy to stay out of the spam folder.

Measuring What Actually Matters

Sending emails is only half the battle; understanding their performance is crucial for refining your marketing strategy. Tracking a few key metrics helps you understand what resonates with your audience and allows you to provide insights into campaign effectiveness. You can then make data-driven adjustments to drive conversions.

Open Rate and Click Rate

Two fundamental metrics provided by nearly every email marketing tool are open rate and click-through rate (CTR). Open rate is the percentage of recipients who opened your email. CTR is the percentage of recipients who clicked on at least one link within your email.

These numbers offer a quick pulse check on your email campaign performance. Consistently low open rates might suggest your subject lines need improvement or you're sending at the wrong time. Low click rates could indicate your call to action isn't clear or compelling, the content isn't relevant enough, or the email design hinders clicks.

Monitoring these helps you see trends and understand subscriber engagement. Many platforms also show which specific links were clicked most often. This data can directly inform future content and offers.

Beyond Opens and Clicks: Other Important Metrics

While opens and clicks are primary, other metrics provide a fuller picture:

• Conversion Rate: If your email has a specific goal (e.g., book an appointment, purchase a product), track how many recipients completed that action. This often requires integrating your ESP with your booking system or website analytics. This shows how well campaigns drive actual business results.

• Unsubscribe Rate: The percentage of recipients who opted out after receiving your email. A high rate might signal content irrelevance, excessive sending frequency, or issues with list acquisition practices.

• Bounce Rate: The percentage of emails that were not delivered. High hard bounces (invalid addresses) mean you need to clean list data; high soft bounces (temporary issues) might indicate server problems or full inboxes.

• List Growth Rate: How quickly your email list is expanding. Healthy growth indicates your acquisition methods are working.

Focus on Your Own Progress & Testing

It's easy to get bogged down comparing your rates to general industry benchmarks. While benchmarks offer some context, focus primarily on improving your own results over time. Aim for incremental gains through testing and refinement.

Implement A/B testing (also known as split testing) to compare different versions of your emails. Test variations in subject lines, calls to action, email design, sender name, or sending frequency to see what performs better with your specific audience. Let the data guide your decisions.

Did this week's email perform slightly better than last week's after you tested a new subject line format? Why? Analyze the results from your A/B test to understand customer behavior. The most critical measure, ultimately, is whether your email marketing efforts are contributing to tangible business outcomes – bookings, inquiries, sales, and client retention.

Tracking Real-World Results

Connecting email activity directly to offline actions like phone calls or walk-in bookings can be challenging but essential for understanding the full impact. Make it standard practice to ask new clients how they heard about you ("Was it an email, social media, referral?").

Use unique discount codes or specific offer mentions exclusively within your email marketing campaigns. When a client uses that code, you know the email drove that conversion. Note in your client management system if someone booked an appointment shortly after receiving a particular marketing email.

These methods help attribute real revenue back to your email marketing strategy. Understanding which campaigns drive tangible results allows you to optimize your efforts and invest resources wisely. It's about converting subscribers into loyal, paying customers and proving the ROI of your marketing efforts.

Consistency: The Secret Sauce

We've mentioned this throughout, but it bears repeating: consistency is arguably the single most important factor in successful email marketing. Sporadic emails sent only when you remember or have a major announcement won't build relationships, trust, or keep you top of mind.

You need to commit to a regular sending frequency. Decide how often you can realistically create and send valuable emails – monthly is an excellent, manageable start for many busy pet businesses. Weekly or bi-weekly can also work if you have sufficient content ideas and resources.

Once you decide on your sending frequency, plan long-term by putting it in your calendar like any other recurring business task. Treat email marketing as an ongoing investment in client relationships and business growth, not an afterthought. Use content marketing planning to map out topics in advance.

Clearly communicate your planned sending frequency to new subscribers (e.g., in your welcome email: "Expect tips & updates from us about once a month"). Sticking to this schedule manages expectations and helps subscribers anticipate your messages. Showing up consistently in their inbox reinforces your reliability – a vital trait for any pet care provider they trust with their furry family members.

Conclusion

Email marketing isn't about deploying complex tactics or sending unwanted promotional blasts. For pet businesses, it's a uniquely powerful marketing tool to nurture relationships, build trust, and stay genuinely connected with the people who entrust their beloved companions to your care. It's a core part of a robust marketing strategy.

By focusing on authentic connection, consistently providing value, understanding customer behavior through data, and maintaining a regular presence in the inbox, you can transform your email list into one of your most valuable business assets. Implementing these actionable email marketing tips will help you build stronger client bonds and grow your pet business sustainably.

Remember to choose the right email marketing platform, build your list ethically, craft engaging content, and measure your results. With dedication, your email marketing efforts will pay dividends, helping your pet business thrive and grow faster.