Cookie use on MRCVSonline
We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive all cookies.
If you would like to forward this story on to a friend, simply fill in the form below and click send.

Your friend's email:
Your email:
Your name:
Send Cancel
You've Got Email!

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

Become a member or log in to add this story to your CPD history

Celebrity chefs urge public to get baking to support Cats Protection fundraiser

News Story 1
 In support of Cats Protection's Pawsome Afternoon Tea fundraiser, Masterchef winner Tim Anderson and Great British Bake Off star Kim-Joy have shared biscuit recipes to help keen bakers raise money for needy cats across April.

The celebrity chefs are both cat owners and have said that they hope this fundraiser will help to raise awareness of cats in need and the importance of adopting a cat, rather than buying one.

This is the fourth year Cats Protection has run its Pawsome Afternoon Tea campaign, which encourages people to hold tea parties, bake sales and fundraising events to help raise money for the charity.

To view the recipes and other fundraising resources please visit the Cats Protection website. 

Click here for more...
News Shorts
BEVA offering free membership to vet students

The British Equine Veterinary Association (BEVA) is offering free membership to veterinary students. As part of a new initiative with the aim of encouraging more veterinary professionals into equine practice.

According to BEVA, less than one in ten veterinary students choose to work in equine practice. The association hopes that this initiative will provide insight into the field and the benefits of a career in equine medicine.

Benefits of membership include:
▪ access to a network of nearly 3,000 members
▪ special student rates to attend BEVA Congress
▪ online access to BEVA's Equine Veterinary Education (EVE) journal
▪ free access to the association's online learning platform
▪ free access to BEVA's practical veterinary apps
▪ exclusive discounts on a range of things from cinema tickets to grocery shopping.

BEVA will be releasing a series of short videos over the next few months from BEVA Council members, explaining what inspired them to work in equine practice.

Image (c) BEVA.