Email marketing is a potent but often underutilized client communication tool. Emails can enhance a veterinary practice’s interaction with pet owners by building deeper relationships, improving loyalty and encouraging action. (Think more appointments, additional website visits and extra clicks in your online store.) The good news is that many practices have room to grow. According to a Vetsource study, 9 out of 10 pet owners are likely to open an email received from their veterinary clinic.
An effective email strategy goes beyond appointment reminders and the occasional newsletter and becomes a dynamic conduit for education and critical information.
Let’s look at easy steps to refine your approach to email and keep your clients informed, engaged and loyal.
Setting Up the Basics
Establishing a foundation for your email marketing is crucial. Consultants in other professions often recommend a non-industry-specific email platform, like Mailchimp or Constant Contact. However, it isn’t practical for most veterinary practices since the clinic must constantly export and upload a client list to ensure effectiveness. Also, with no write-back data, it’s another platform and login to manage.
While I’m regularly frustrated at the lack of advanced email capabilities in some practice management computer systems, the simplicity is sometimes helpful in ensuring the task gets done and the messaging is on point.
Regardless of which email platform you use, check on these factors:
- Function: Can you send individual and mass emails through your PIMS?
- Cost: What is the price per email or subscriber?
- Metrics: Can you access insights such as open rates and undeliverable notices?
- Write-back: Can clients respond to the email, and if so, is their communication written into the record? If not, where does it go?
- Segmentation: Can you send mass emails to distinct client groups, such as dog owners or the owners of senior cats?
Equally important is ensuring that your client email list is current and that your practice’s workflow asks pet owners for their email addresses or confirms their accuracy.
We’ll See You Soon
Confirmation emails are your first opportunity to communicate effectively with clients who book appointments. The email should:
- Confirm the date, time and location.
- Explain how to cancel or reschedule.
- Outline what the client should bring to the visit and what to expect.
The details in the last bullet point should appear on your website and social media channels. Hyperlinking to the information from the email keeps the initial confirmation short and sweet, and it’s a great way to send clients to your website and social media.
It’s Time for a Visit
Reminder emails are critical in ensuring that clients know a pet is due for veterinary care, whether during an annual or semiannual appointment. Reminders should be timely and state the appointment’s purpose and how the owner can book one. Also, explain any needed preparations.
Personalization can increase an email’s effectiveness if your system allows it. For example, using the pet’s name and listing the recommended services make the message more relevant and engaging. A catchy subject line, such as “Is Toasty ready for her checkup?” can improve the open rate.
I find that preventive care reminders often include acronyms like DHLPP, FVRCP and SAE. If clients see only, “Just a reminder that your pet is due for FeLEUK, RAB and SNAP,” no wonder they aren’t rushing to book an appointment. Make sure your reminders use understandable words and, if possible, link to explanatory information on your website.
Thank You for Visiting
Your communication with clients shouldn’t end when the appointment does. Post-visit emails are an excellent opportunity to reinforce the bond by ensuring the pet is doing well and inviting the owner to ask questions. It’s also a great time to ask for feedback through a survey or a link to your practice’s Google Business, Facebook, Yelp or Nextdoor pages. Additionally, you can encourage a call to action by stating, “If you have any feedback about your visit that you’d like to share, just reply to this email!”
Utilizing Mass Emails
When used correctly, mass emails can update clients on what’s happening at your practice, strengthen their bond with your team and educate them about pet health topics.
The key to success in this area is segmentation. For example, dog owners might appreciate an email containing safety tips about summer outdoor activities, while cat owners will find indoor enrichment advice more relevant.
Consider sending quarterly newsletters about staff changes, new services and seasonal care. Remember that the content must be relevant and engaging.
Legally, promotional emails must have an option for recipients to opt out of further communication. Therefore, include an unsubscribe link and remove those people within 10 days to remain compliant.
Your practice’s client emails must be easy to read and visually appealing, especially on a mobile device. Use concise language and appealing images to help convey your message. Always include calls to action, whether it’s how to book an appointment or a hyperlink to a blog item.
By following these tips and continuously refining your approach based on client feedback and engagement metrics, you can build stronger relationships and ensure pets receive the best care possible.
4 WAYS TO UP YOUR GAME
- Use a branded domain-specific address to improve email deliverability and credibility. For example, hello@yourvetpractice.com is better than abcanimalhosp@gmail.com.
- Email an appointment reminder the day before a visit and include information about what to bring and hyperlinks to digital forms that clients may fill out in advance. Doing that will save the client and your team time and reduce stress.
- Set a goal of one quarterly email that updates clients about upcoming events, spotlights a service, promotes online booking and your pharmacy, and includes a health tip.
- Automate wherever possible. Email templates save time.