In this interview, I had the pleasure of chatting with Tori Mistick about the overlooked power of email marketing for pet service businesses. If you’ve ever felt frustrated by social media’s inconsistency or wondered how to truly connect with your dream clients, this episode is for you!
Did you know email marketing boasts an average ROI of $36 for every $1 spent? While social media gets the spotlight, email is the secret weapon pet service businesses are overlooking. It’s reliable, personal, and powerful—perfect for building stronger client relationships and boosting your bottom line.
LISTEN TO THE PODCAST EPISODE NOW:
Subscribe & download the episode to your device: Apple Podcasts | Spotify | YouTube
WATCH THE INTERVIEW:
Meet Tori Mistick, owner of Wear Wag Repeat
Who better to guide us through community-driven email marketing than Tori Mistick—a certified canine enrichment specialist, digital marketing expert, and founder of the award-winning dog blog Wear Wag Repeat.
Tori brings years of expertise in digital marketing, a thriving membership for pet professionals, and a nationally-recognized podcast featuring over 330 episodes. She’s on a mission to help petpreneurs like you create meaningful connections with clients, grow their businesses, and still have time for the things you love most (like hanging out with your pups).
In the podcast episode and blog post below, Tori breaks down the practical steps to get started with email marketing, shares creative ways to grow your list, and reveals her favorite tips for crafting emails that convert. Whether you’re new to email marketing or looking to refine your approach, Tori’s insights will leave you feeling confident and inspired to take action.
Let’s dive into the must-know strategies Tori shared for transforming your email marketing game!
Why is Email Marketing Important?
Algorithms, reach issues, and unpredictable performance make social media inconsistent. Email, on the other hand, delivers your message directly to your audience’s inbox.
Why Email Outshines Social Media
Consistent Reach: Email open rates are typically stable, giving you a clear picture of how many people engage with your content.
Highly Intentional Audience: Signing up for an email list requires effort, meaning subscribers are genuinely interested in your services.
Ownership: Unlike followers on social media, you own your email list, ensuring you’re never at the mercy of platform changes.
Getting Started: Email Marketing Basics for Pet Businesses
1. Choose the Right Email Marketing Software for Your Pet Business
Select a reliable email marketing platform like Mailchimp, Kit (formerly ConvertKit), or Flodesk. Don’t agonize over the options—just pick one and dive in. Most platforms allow you to switch seamlessly if needed.
2. Add Sign-Up Forms on Your Pet Business Website
Add sign-up forms on your website, or consider using well-timed pop-ups. While pop-ups can be thought of as ‘annoying,’ they are really effective and—most importantly— they work! You just want to implement best practices to avoid annoying your website visitors, so don’t let your pop-ups take up the whole page or appear too quickly. Delay the pop-up by at least 6 seconds.
Using free heatmap tools like HotJar can allow you to see where visitors lose interest, decide to exit, or engage most on your website. You can use this data to strategically place your pop-ups and embed forms for maximum impact.
You can also embed forms in your site’s footer, sidebar, or blog posts.
How to Create High-Performing Lead Magnets for Your Pet Business
A lead magnet is your opportunity to grab attention and encourage potential clients to join your email list. To be effective, your freebie should solve a specific, relevant problem for your audience while showcasing your expertise. Instead of generic offers, create resources that resonate deeply with your ideal clients.
Here are some ideas to inspire your next lead magnet:
A Guide: “10 Signs Your Dog is Suffering from Separation Anxiety (and How to Help).” This kind of actionable content positions you as an authority and provides immediate value.
Seasonal Tips: “The Ultimate Guide to Keeping Pets Cool During Heatwaves.” These types of resources are especially useful for pet parents who want to stay proactive year-round.
Local Recommendations: “Top Dog Parks in [Your City] for Off-Leash Adventures.” This not only offers practical information but also highlights your local expertise, which can be a great trust-builder for community-based businesses.
According to Tori, it’s all about specificity. Broad or generic offers like “Why Choose a Professional Pet Sitter” might not entice your audience, especially if they’re already exploring your services. Instead, drill down into their pain points or questions.
For instance:
Are pet parents in your area dealing with extreme weather? Offer advice on safe temperature ranges for walking dogs.
Are they struggling to keep pets active indoors? Provide creative enrichment ideas tailored to specific challenges.
Remember, lead magnets don’t have to be overly complex. A simple, helpful guide or checklist can work wonders as long as it addresses a pressing need for your audience.
What to Include in Your Pet Business Emails
Gone are the days of boring, generic monthly newsletters. Your emails should offer valuable, specific content that keeps your audience engaged and positions you as a trusted expert in your field. Here are some ideas to inspire your next email:
Helpful Tips: Provide actionable advice that addresses seasonal challenges. For example, send out a guide on calming anxious pets during fireworks season or offer indoor enrichment ideas for rainy days. These types of tips establish you as a go-to resource for your clients.
Community Updates: Share hyper-relevant local information. If blue algae outbreaks occur in your area, send an alert to your email list with tips on how to keep pets safe. Highlight local events like pet-friendly festivals, dog meetups, or charity walks.
Client Stories: Build trust and emotional connection by sharing transformation stories or testimonials. For example, talk about a pet who overcame separation anxiety thanks to your services or a heartwarming story about a senior dog you’ve helped care for.
Focus on How Your Services Solve Client Problems
Avoid making your emails a laundry list of features. Instead, frame your services as solutions to specific pain points.
For example:
Instead of: “Our 30-minute walks include photo updates and water breaks.”
Say: “Relieve stress knowing your dog is getting the exercise and care they need, with updates to keep you in the loop every step of the way.”
By framing your offerings in terms of benefits, you’ll show potential clients exactly how your services can make their lives easier and their pets happier.
How to Nurture Current and Past Clients Through Email
Turn Past Clients into Repeat Customers with Re-Engagement Emails
Your current and past clients are a goldmine of potential repeat business, but it’s easy to lose touch. Re-engagement emails are an excellent way to check in and remind clients of the value you offer. Automate this process to make it seamless, and schedule a series of friendly, targeted emails 60–90 days after their last service.
Here’s what to include in a re-engagement email:
A Warm Check-In: Start with a simple, friendly tone. “Hi [Name], it’s been a while! How are you and [Pet’s Name] doing?”
Updates on New Services: Highlight anything fresh you’re offering, like a new package, seasonal promotion, or specialized service.
An Exclusive Offer: Encourage action with a special discount or freebie, such as “Book your next pet sitting session and enjoy 10% off!”
Pro Tip: Make your emails interactive by inviting responses. For example, ask clients if they have any upcoming trips where they might need your services or if they’d like to schedule a complimentary consultation.
Build Stronger Relationships with Personalized Content
Personalization and segmentation are the keys to creating emails that feel tailor-made for your clients. By adding in code to personalize their first name or separating your audience into segments by the type of service they are interested in or booked with you, you’ll be able to send more relevant content that resonates.
As Tori pointed out, nurturing doesn’t require a complex email sequence. Sometimes, a simple note expressing gratitude or sharing a quick tip can go a long way. It’s about showing your clients that you’re thinking of them and their pets even when they’re not actively booking your services.
Tips for Writing Email Subject Lines That Get Opened
Your subject line is the first impression of your email, and it’s what determines whether someone opens it or scrolls past. Tori emphasized keeping it simple, clear, and engaging while avoiding overly promotional language. Here are some tried-and-true strategies to craft subject lines that grab attention:
Keep it Short: Aim for fewer than 50 characters.
Use Personalization: Include the recipient’s or pet’s name when possible.
Add Curiosity: Create intrigue to encourage clicks, but don’t overdo it with clickbait. Aim for subject lines that spark interest while delivering value.
“How to Calm an Anxious Pet—Fast!”
“5 Things You Didn’t Know About Your Dog’s Health.”
“Is Your Pet Ready for Summer? Find Out Here!”
Don’t underestimate the power of conversational language. A casual tone can make your email feel like a message from a friend rather than a business pitch.
Advanced Strategy: A/B Test Your Subject Lines
A/B testing is a powerful tool for refining your subject line strategy. Tori recommends experimenting with two versions of your subject line to see which one resonates more with your audience.
Many email platforms will send the winning version to the rest of your list automatically.
Tori shared one of her most successful subject lines—“Controversial Opinion”—which achieved a record-high open rate. The takeaway? Don’t be afraid to experiment with bold or thought-provoking language occasionally. The more you test and refine your approach, the better you’ll understand what resonates with your audience.
Pro Email Marketing Strategies Pet Businesses Should Know
Use Automation to Stay Consistent and Save Time
Automation isn’t just a time-saver—it’s a game-changer. By automating routine emails, you can ensure consistent communication with your audience while freeing up time for the hands-on aspects of your business. Tori emphasized the power of automation to create a seamless and personalized experience for your clients.
Here are some automated emails pet businesses can consider:
Pet birthdays or gotcha days.
Follow-up emails asking for reviews.
Welcome sequences for new subscribers.
How to Build Community Through Email
Email is more than a promotional tool—it’s a way to foster a sense of community and connection. By inviting engagement, you can transform your emails into two-way conversations rather than one-sided broadcasts. Tori emphasized the importance of making clients feel included and heard.
Encourage replies by asking questions or running polls or featuring clients.
For example:
“What’s your favorite dog-friendly spot in [Your City]?”
“Which enrichment toy does your pet love most?”
“Meet Bailey! This sweet pup overcame separation anxiety with our help. Read more about her story [here].”
Interaction doesn’t always have to be complicated. Simply inviting replies like, “What’s your favorite tip from this email?” can spark meaningful conversations.
By leveraging automation and creating opportunities for interaction, you’ll not only save time but also deepen your relationships with clients, turning one-time customers into lifelong advocates.
Keep Email Marketing Simple and Effective
Consistency is key! Set a schedule—weekly, bi-weekly, or monthly—and stick to it. Remember, email marketing doesn’t have to be complicated to be effective. Focus on providing value and connecting with your audience.
Email marketing may not get the same buzz as social media, but it’s a powerhouse for connecting with clients, nurturing relationships, and driving revenue. By focusing on personalized content, consistent communication, and strategic automation, you can build a loyal community that sees you as their go-to expert for pet care.
Remember, email marketing doesn’t have to be overwhelming. Start small, focus on your audience’s needs, and let the results speak for themselves. As Tori shared throughout this blog, the key is to keep it simple, helpful, and fun. Your clients—and their pets—will thank you for it.
