How to write an email that connects with your clients

The right email marketing strategy and client journey can be game-changing for your veterinary practice. And there aren’t many channels that we’d say that about.

Cat owner with laptop

So, what makes email marketing so special?

Not only can it help you to share who you are and what you can do for your clients, but it’s also an excellent tool for maintaining open channels of communication and inviting interaction with your community of pet owners.

And that’s not all.

In fact, there are tons of things you can do with email marketing, including promoting a new service, helping provide advice during differing stages of pet ownership (think new puppy/seniors) sharing what’s going on behind the scenes, and even just relaying some good news stories to brighten your clients’ inboxes.

But here’s the thing…

As with all marketing strategies, there are numerous moving parts to think about to ensure your efforts will drive the return you’re looking for. In this case, you want your emails to immediately resonate with your audience, to encourage click-throughs, and to hold their attention throughout.

If you’re wondering: “OK, so how do I do that?” then you’re in the right place…


It starts with a ‘too intriguing to ignore’ subject line

How many emails do you receive every day? Whether it’s tens or even hundreds, you likely don’t have time to open and read each one. Pet owners would say the same, so if you don’t want your emails to be sent directly to the trash, you need to create subject lines that cannot be ignored.

There are several ways to approach this task, including promising something of value or posing a question that you will go on to answer in the main body of your email content.


Don’t be scared to get personal

Personalisation is one of the easiest ways to capture a person’s attention. Think about how exciting it was as a kid to find a keyring in a gift shop that had your name on it. That’s a feeling that never leaves us. Plus, when a business addresses us by name, we instantly feel a sense of inclusion and familiarity which is an important component of successful lead nurturing.

Even just opening with a simple: “Hi Mary” can be the thing that encourages your client to continue engaging with what you’ve got to say. Going one step further, using your client’s name or pet name in the subject line will almost guarantee email opens!


Offer interesting practice updates

There is at least a trace of nosiness in all of us, which is why offering interesting glimpses into behind the scenes of your practice can help to build trust with your pet owners. From a few pictures to a short video embedded in the email, there are an array of ways to let your audience into parts of your practice they may not otherwise have the opportunity to see.


Don’t forget a call-to-action (CTA)

Ultimately, your email subscribers and clients don’t need to give you any of their time. So, if they have chosen to engage with your content, make sure that your email communications have a clear point or reason for landing in their inbox.

Before sending emails, you need to think about what you want your reader to gain from opening your latest update. It’s often beneficial to ensure your CTA enhances this offering, perhaps linking them to a more in-depth article on your website or directly to a form to book an appointment.

If you’d like to explore email marketing as a client retention tool for your practice, please get in touch with our content team today.

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