Email marketing can be one of the most effective and low-cost ways to stay connected with your clients. But it only works if people actually open your emails and take action.
The good news is that you don’t need a marketing degree, a design team, or a lot of time to create a newsletter that does its job.
In this guide, we’ll break down how to create a veterinary email newsletter that clients actually want to read.
Key takeaways
A clear purpose, strong subject line, and client-focused content are key to a successful veterinary newsletter.
You don’t need fancy design or daily emails - monthly is plenty, and simplicity wins.
A little strategy goes a long way: skimmable layout, a strong call to action (CTA), and basic segmentation can drive real results.
1. Define your newsletter’s purpose
First things first: know why you’re sending the newsletter
Before you dive into writing, take a moment to define the purpose of your newsletter. That doesn’t mean you need to stick to one rigid theme every time - newsletters can absolutely cover a few topics - but it does mean you should have a clear idea of what you’re trying to achieve with each send.
Are you educating clients about seasonal pet care? Promoting a limited-time offer? Encouraging appointment bookings? Sharing clinic news to build a stronger connection with your community?
Examples of newsletter goals:
Remind clients about parasite prevention in spring
Encourage early booking for holiday boarding
Promote dental month with a time-limited discount
Introduce a new vet or team member
Share a roundup of useful pet care tips for the season
You can include multiple items in one newsletter - just make sure each one earns its place. Prioritize the most important message, keep things scannable, and avoid overwhelming readers with walls of text. A short, punchy update that’s easy to digest will always beat an overflowing info dump.
2. Nail your subject line (so they actually open it)
The subject line is the first (and sometimes only) impression your email gets, so it’s worth putting in a little effort. A generic line like “[Your Clinic Name] - Monthly Newsletter” might technically describe what’s inside, but it doesn’t give clients much of a reason to click.
Your subject line should be short, specific, and focused on what’s relevant or useful to your audience. Think about what your clients care about right now. Tease the value inside the email. Ask a question. Make it seasonal or timely. Or speak from the pet’s perspective to add a fun, personal touch.
Here are some examples:
"Is your dog protected this flea season?"
"How to help your cat chill during fireworks."
"Why your senior pet needs a check-up this winter."
"Real talk: Itchy pets are on the rise."
Subject lines are a great place to inject a little personality. A touch of humour or curiosity goes a long way.
3. Keep the content skimmable
Once a client opens your email, you have a very short window to catch — and keep — their attention. That means the content needs to be easy to digest at a glance. Avoid long-winded intros, dense paragraphs, or anything that makes people work to find the point.
Keep things simple, structured, and value-driven. Use short paragraphs, clear headings, bullet points, and plenty of white space. Aim for one main message per newsletter, and lead with the most important information first.
Here’s a simple layout that works well:
Header image (optional).
Quick intro: 1–2 lines max.
Main message or tip.
CTA button or link.
Optional bonus: pet of the month, staff spotlight, upcoming event.
Good design isn’t just about looks - it’s about making your content easy to scan and quick to understand. When your email feels effortless to read, people are far more likely to engage with it.
4. Include a clear call to action
Don’t just inform - invite action. What do you want the reader to do?
Book an appointment? Click through to a blog post? Download a coupon? Whatever it is, make it obvious. Buttons tend to beat hyperlinks. And don’t be afraid to repeat your CTA once or twice, especially in longer emails.
Some example CTAs:
"Book your pet’s flea treatment now."
"Read our guide to summer safety for pets."
"Schedule your senior pet check-up."
"Claim your dental discount before June 30."
Test different wording and placement over time to see what gets more clicks.
5. Use images that add value (not just filler)
Your clinic has something most businesses would love to have: a steady stream of adorable, camera-ready patients. Add in a friendly team and a welcoming environment, and you’ve got all the ingredients for engaging, authentic visuals - no stock photos needed.
Photos of real pets, team members in action, or behind-the-scenes glimpses of clinic life help build trust and create an emotional connection. They also make your emails feel more personal and relatable.
If you want to spice things up, consider including a short video or GIF. A quick clip of a nurse calmly giving a pill, a before-and-after of a dental clean, or even a wagging tail at check-in can help drive your message home.
Keep in mind:
Make sure you have client permission before sharing pet photos or videos.
Choose visuals that support your message, not distract from it.
Always preview your email on mobile - that’s where most people will see it.
Visual content doesn’t have to be polished to be powerful. With just a phone and a bit of intention, you can make your emails more engaging and more memorable.
6. Timing and frequency matter
You don’t need to send a newsletter every week. A monthly cadence is ideal for most veterinary practices. It keeps your clinic top of mind without overwhelming your clients or overburdening your team.
As for scheduling, there’s no magic day of the week that guarantees success. The best time to send depends on your audience and their habits. Use your email platform’s analytics to track performance and test different days and times to find what works for your client base.
There are plenty of tools out there to help simplify email planning and scheduling, especially if you don’t have much time to spare. A few popular options include:
Mailchimp.
ActiveCampaign.
Constant Contact.
Klaviyo.
Most of these platforms allow you to schedule sends, automate campaigns, and monitor performance.
7. Segment your email list
Email segmentation is the practice of dividing your email list into smaller groups based on specific criteria so you can send more targeted, relevant messages. It might sound like a big-company thing, but even basic segmentation can go a long way in a vet clinic.
There are lots of ways to segment your email lists, including:
Dog vs. cat owners.
Senior pets.
New clients.
Wellness plan members.
Sending targeted messages based on pet type or life stage makes the content feel more personal and relevant, which leads to higher open rates and more action. Even one or two basic segments can improve your results.
8. Track performance and keep improving
Creating a great email newsletter is just the start. To get the most out of your efforts, you need to monitor how each send performs and use those insights to fine-tune your approach.
Here are three key numbers to track:
Open rate: This tells you how many people opened your email. It’s a good indicator of how compelling your subject line was, and how interested your audience is in hearing from you. A typical open rate for veterinary newsletters is around 20%.
Click-through rate: This tracks how many people clicked on a link or button within your email. It shows whether people are engaging with your content. A CTR of 2% or higher is generally considered strong.
Unsubscribes: Every newsletter will lose a few subscribers here and there, but a spike in unsubscribes can be a red flag. It might mean you're emailing too frequently, or that your content isn’t resonating with your audience.
Don’t stress about perfection - just aim for progress. Check your stats after each send, spot patterns over time, and be willing to tweak things. You might find that your audience prefers emails at a different time of day, that certain subject lines drive better results, or that video gets more clicks than blog links.
Small changes can lead to big improvements. Keep testing, keep learning, and let the data guide you.
FAQ: veterinary email newsletters
How often should I send a veterinary email newsletter?
Monthly is a great sweet spot. It keeps you connected with clients without overloading them or overextending your team. You can always scale up or down based on your capacity and goals.
What’s a good open rate for a vet clinic newsletter?
Industry averages vary, but 20% is a solid target. If your open rates are below 20%, you might need to revisit your subject lines or list quality.
Can I use pet photos from appointments in my emails?
Yes - with permission. A quick photo release form or verbal OK from the client is usually enough. Clients typically love seeing their pets featured!
Do I need a fancy email design?
Not at all. Simple, clean emails with a clear message and one or two images perform just fine. Mobile-friendly design is more important than fancy layouts.
What should I avoid in veterinary email newsletters?
Avoid sending too frequently, using clickbait subject lines, writing long blocks of text, or forgetting to include a call to action. And always proofread - typos don’t exactly inspire confidence.
Conclusion
You don’t need to be a marketing wizard to send effective veterinary newsletters. With a little intention and a few best practices, you can create emails that educate, engage, and drive real value for your practice.
Start small. Pick one goal. Write like a human. And if all else fails, include a cute pet photo.
Your clients (and their inboxes) will thank you.