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CRM & Email Marketing Strategies for Pet Businesses

Technology tools like CRM software and email marketing help streamline your operations, improve customer service, and enhance customer engagement and retention, leading to happier clients and more sales for your pet business. If talk of technology leaves you feeling overwhelmed, you’re not alone. Luckily, integrated CRM and email marketing solutions offer simpler, more organized operations for your business.

What is a CRM?

CRM, or customer relationship management, is a system of managing relationships and interactions with your clients. CRM software helps pet businesses keep records of pets and clients, and track communications with customers, automate processes, and utilize analytic tools. CRM software streamlines your operations, helping to improve customer service, retain clients and increase your sales.

What is the difference between CRM and email marketing?

CRM and email marketing are two related tools that help manage customer information, run your business and increase revenue. CRM offers records management, billing, messaging, and analytic tools, and allows you to track client interactions. 

Email marketing is a method of reaching out to clients with email messages that build brand recognition, drive traffic to your website and increase revenue. Benefits of email marketing include promoting new services and specials, improving customer loyalty, and increasing sales revenue. Email marketing has the highest ROI (return on investment) of all types marketing strategies. 

CRM software allows you to more easily send marketing emails because it generates contact lists of the email addresses of your clients. You can often customize communications by sending personalized messages or targeting only certain addresses (for instance, clients who have not scheduled services in the last six months). 

What are the benefits of using CRM in the pet business?   

CRM software for a pet business puts all of your client records and information in one consolidated platform. Every time a client books a service, the pet’s history and preferences are at your fingertips. CRM software can generate automatic reminders, and even allow clients to book services online. You can use the CRM software to generate specific email lists for marketing messages and other communications. When used mindfully, CRM software leads to:

  • Improved customer service
  • Increased sales
  • Better marketing campaigns (eblast marketing)
  • More efficient operations

What are the benefits of using email marketing in the pet business?  

Pet marketing through email offers a high ROI (return on investment) with minimal cost to you. Why is email marketing effective? Sending marketing emails to your existing client base with reminders, specials, sales and more is a great way to put your business at the forefront of their mind. Have a dog grooming promotion idea? A marketing email is a great way to get the word out. Whether your email spurs them to book an appointment or tell their friend or neighbor about your business, email marketing offers:

  • Increased brand awareness
  • Increased customer loyalty
  • Increased sales
  • Increased traffic to your website

How to use CRM and email marketing to grow a pet business

CRM software collects and organizes your clients’ information, allowing you to look at you client base as a whole or in segmented groups. The software assists with email marketing efforts by generating lists of email addresses depending on who you want to target. CRM and email marketing combined helps you:

  • Collect customer data
  • Segment your customers
  • Create personalized email campaigns
  • Track your results 

How can CRM help maintain appointment schedules?

Forget about logbooks or calendars, CRM software allows staff or clients to book appointments electronically, with the pet’s appointment history and client’s contact information all in one place. CRM software also streamlines client communications, with automatic appointment reminders and the ability to email customers in a general or targeted fashion. CRM helps with:

  • Automated appointment scheduling
  • Detailed appointment history
  • Client communication
  • Reporting and analytics

How can CRM help in managing customer preferences and pet information?

When clients have to tell you what type of haircut they prefer every time they come in for a grooming appointment, it feels impersonal. CRM software shows you a pet’s appointment history and preferences, so you can simply confirm that the client wants you to do the same thing as last time. This is customer service at its finest—the client feels seen and heard, adding a personal touch to your services. CRM also streamlines and simplifies your processes, through automation and customization. A simple, painless process is great for staff and clients alike. Good CRM software offers: 

  • Centralized storage
  • Customization
  • Reporting and analytics
  • Automated tasks
  • Communication tools

Examples of successful email campaigns for pet grooming businesses

If you’re new to crafting email messaging, a template might be a good place to start. There are benefits of using templates for email marketing campaigns, but always personalize them with your brand’s voice and terminology. You can also browse examples of effective marketing emails, borrowing ideas and phrasing, and adding your own flair.

You will likely be sending out emails for different purposes. For instance, you might want to promote specials or sales, communicate changes in business hours, remind clients of cancellation policies or acknowledge a pet’s birthday. You can save time and maintain consistency in your messaging by creating your own email templates for the various topics you tend to revisit. Simply customize them each time with the specific dates and details. 

Tips for writing effective email copy for pet grooming businesses

Think about all of the emails that end up in your inbox in one day. What makes you open and read an email versus deleting another? When crafting your own marketing emails, think about the types of things that might get you to click on an email and what turns you off. Consider these tips for writing effective email copy:

  • Start with a strong subject line

The subject line is the first thing the client sees; how it’s written will determine whether they open the email or simply delete it. Try a call to action, such as “Save 25% on grooming with our annual sale” or “It’s time to schedule your dog’s next grooming service.” 

  • Personalize your emails

Address emails using the client’s name and if you can, include the pet’s name, too. A touch of personalization can draw the person in and compel them to read your message instead of sending it to the trash partially read. 

  • Keep your emails short and sweet

You have a brief window of opportunity to get your client to read an email message before they hit delete. Most people have very short attention spans—especially for email. Cut out unnecessary or repetitive details or language. The shorter the message the better, and include the most important information first. 

  • Use clear and concise language

Keep wording simple and direct so the reader can quickly understand the message you’re conveying. If you have several topics to address or benefits to list, try using bullet points or a numbered list, which is easier to read. 

  • Focus on the benefits of your services

Simply and quickly address how the client will benefit from your services. Why should they choose you? What makes you stand out from your competitors? List the most compelling details first to ensure they’re read.

  • Use strong calls to action

Active language and calls to action push clients to make an appointment. Try “Call today to book your next appointment!” or “Visit our website to book your appointment before the end of the month!” 

  • Proofread your emails

Misspellings and awkward spacing look unprofessional and might turn people off. More than one pair of eyes should proofread all messages before they go out. Be sure to carefully proof the subject line, too.

  • Use images and videos

Photos and videos liven up messages and engage the client. A beautiful or adorable image draws people in so they read the message. Make photos and videos clickable to drive traffic to your website.

For example, an effective marketing email about a dog grooming promotion might look like this:

Subject line:

Celebrate summer with 25% off your next dog grooming service!

Body copy:

Dear Janice,

Perfect Paws Pet Grooming knows summertime means, swimming at the beach or lake, romps in the dog park, and sunset hikes. Your pup plays hard and get extra dirty so we’re offering 25% for all baths and haircuts this month only.

Book your appointment before the end of the month to take advantage of these great savings!

Book online, schedule in our app or call today!

Perfect Paws Pet Grooming


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