You've Got Email!
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
RCVS Knowledge has welcomed Professor Peter Cockcroft as editor-in-chief for Veterinary Evidence. 
