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Whilst traditional methods of marketing, such as direct mail, leaflets and print advertising will always be a fundamental part of the marketing mix, online activities are now proving to be a viable way of expanding and growing your practice.

Email marketing is an extremely cost-effective marketing tool and when implemented correctly, can significantly increase brand awareness, service take-up and client satisfaction. In this virtual age, more and more clients are on the move and emails can help ensure that your message is received whenever, wherever.

Email marketing is a great way of communicating with clients on a regular basis. Not only does it strengthen client relationships, it can also help your practice reinforce pet care recommendations and be viewed as a source of reliable and educational pet-related information.

It is vital that before planning an email campaign, you ensure that your practice has a current and extensive email list. If you only have access to a few client emails and they date back several years then this will not be enough to create a successful and worthwhile marketing strategy.

If you are yet to produce a comprehensive list, you will need to set aside some time to gather fresh information. Involve all of your staff in this project and get them to understand the importance of obtaining email data.  

Once you have a usable email database, you can look to implement a series of targeted campaigns. With emails, your choices are only restricted by the quality of data you possess on your practice management system.

It is imperative that when considering your email marketing, you ensure that the content is relevant to the recipient and that the target audience is receiving the correct message. There is little point in sending a well-crafted email, offering a 10% discount on cat flea treatments, to clients that own chickens or rabbits.

The types of emails you can send are varied but the most commonly used are e-newsletters, special offers and reminders. All three are an effective source of regular contact with your clients and provide an added value benefit for them as well.

Email campaigns are a dynamic way to engage with both existing and potential clients and the benefits are limitless but they do require planning, timing and audience segmentation. If you can take these into account then your practice could succeed in delivering the right content to the right people at the right time.

If you would like further information on email campaigns and how your practice can benefit from them, please contact Central Marketing on 01359 245310 or email marketing@centralvet.com

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Kennel Club appoints new chief executive

News Story 1
 The Kennel Club has announced the appointment of Mark Beazley, who was previously Cats Protection's director of operations, as chief executive. Mark replaces Rosemary Smart, who stepped down from the role in April after 18 years.

Mark has held several senior strategic and executive roles, including executive director at Dogs Trust Ireland and chair of the Companion Animal Working Group at Eurogroup for Animals. He was also heavily involved in the establishment of the Eu Cat and Dog Alliance.

Mark will take up his new role in October. 

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News Shorts
International Cat Care appoints new head of veterinary division

International Cat Care (ICC) has announced the appointment of Nathalie Dowgray as head of the charity's veterinary division.

Nathalie, who is an RCVS advanced practitioner in feline medicine, will lead the International Society of Feline Medicine (ISFM) and a play key role in advancing knowledge and research in feline medicine.

Claire Bessant, iCatCare's chief executive said: "We're absolutely delighted to be welcoming Nathalie to the charity. She brings a depth and breadth of feline expertise and understanding which fits perfectly with the charity's work and development, and her enthusiasm for cats is infectious."