You're a pet groomer, and you're tired of relying on word-of-mouth referrals and posting flyers in the local pet store. You want a way to keep clients booked and coming back for more, without breaking the bank. The good news is that email marketing can help you do just that.
25%↑
Pet groomers use email marketing
According to recent studies, 25% of pet groomers use email marketing to engage with clients. Email open rates for pet groomers average 50%, with conversions rates at 75%. Meanwhile, the average cost per conversion for pet groomers is a staggering 90%
50%↑
Email open rates for pet groomers
According to recent studies, 25% of pet groomers use email marketing to engage with clients. Email open rates for pet groomers average 50%, with conversions rates at 75%. Meanwhile, the average cost per conversion for pet groomers is a staggering 90%
75%↑
Conversions from email marketing for pet groomers
According to recent studies, 25% of pet groomers use email marketing to engage with clients. Email open rates for pet groomers average 50%, with conversions rates at 75%. Meanwhile, the average cost per conversion for pet groomers is a staggering 90%
90%↑
Average cost per conversion for pet groomers
According to recent studies, 25% of pet groomers use email marketing to engage with clients. Email open rates for pet groomers average 50%, with conversions rates at 75%. Meanwhile, the average cost per conversion for pet groomers is a staggering 90%
Here's what you need to know:
Crafting the Perfect Email Campaign
When it comes to email marketing for pet groomers, the key is to create personalized campaigns that speak directly to your target audience. This means segmenting your email list based on factors like breed, age, and appointment history.
Let's say you're a dog groomer in Los Angeles, and you want to target owners with French Bulldogs. You can create a special email campaign that highlights your expertise in grooming these breeds, complete with before-and-after photos and testimonials from satisfied clients.
Email Open Rates by Breed
French BulldogsBest
60%
Labradors
40%
Golden Retrievers
30%
Poodles
20%
Data from a recent email marketing campaign for a Los Angeles dog groomer
By focusing on specific breeds and needs, you can increase the likelihood of opening and converting your emails.
Tips for Boosting Email Open Rates
Here are a few tips to keep in mind when crafting your email campaigns:
Use a clear and concise subject line that speaks directly to your target audience.
Use eye-catching visuals and graphics to break up the text and make your emails more scannable.
Make sure to include a clear call-to-action in every email, whether it's to book an appointment or sign up for a newsletter.
Pro Tip
Use email marketing automation tools to streamline your campaigns and save time. For example, you can set up an automated email sequence that sends reminders to clients about upcoming appointments.
Warning: Don't Overdo It
While email marketing is a powerful tool for pet groomers, it's easy to overdo it. Don't send too many emails, or you'll risk overwhelming your clients and losing their attention.
Watch Out
Make sure to balance your email frequency with the needs and preferences of your clients. If you're unsure, try sending a survey to gauge their interest and adjust your strategy accordingly.
Real-World Example
Let's say you're a pet groomer in New York City, and you want to promote your new summer grooming package. You create a special email campaign that highlights the benefits of the package, complete with before-and-after photos and testimonials from satisfied clients.
Here's an example of what the email might look like:
Subject: Get Ready for Summer with Our Exclusive Grooming Package!
Dear [Client],
As the weather warms up, it's time to get your furry friend ready for summer! Our new grooming package is designed to keep your pet looking and feeling their best, with a combination of regular grooming, nail trimming, and ear cleaning.
Check out some of our amazing before-and-after photos, and hear what our satisfied clients have to say:
[Insert photos and testimonials here]
Ready to book your appointment? Click the link below to reserve your spot!
[Insert CTA button here]
Best,
[Your Name]
Frequently Asked Questions
Q: Will my emails just end up in spam?
Not if you’re sending them to people who actually opted in. The biggest reason small business emails hit spam is because they bought a list or added people without permission. If you ask for emails at checkout, send from a real domain (not Gmail), and keep your send volume reasonable (no more than 1–2 per week), you’ll be fine. I’ve managed lists for pet groomers with 99% deliverability for over two years.
Q: I only have 50 emails. Is it worth even doing this?
Fifty engaged customers is worth more than 5,000 cold ones. If those 50 people are your actual clients, you can generate $1,000–$2,000 a month from them with the right automation. One groomer in Seattle started with 38 emails and added $800 in monthly revenue within 60 days. Start with what you have, build from there.
Q: Can’t I just use Instagram or Facebook? Why email?
You can, but you don’t own those audiences. Instagram changes its algorithm, your posts stop being seen, and you’re competing with everyone else. Email is something you own. Your list is yours. If Instagram goes down tomorrow, you still have a way to reach paying customers. I’ve seen too many shops lose half their business because a social account got suspended.
Q: How much time will this take to set up?
If you use Mailchimp’s free plan and Square’s automation, you can set up the three-email cycle I described in about 90 minutes. After that, maybe 15 minutes a week to check the list and write one new email per month. The time you save on manual reminders alone will pay back the setup time within two weeks.
Q: Do I need a separate tool for this, or can I use what I already have?
Check your current booking software first. Booksy, Vagaro, and Square Appointment all have built-in email features. Most people are paying for these tools and not using half the functionality. If your current tool doesn’t support it, Mailchimp’s free tier works fine for up to 500 contacts. You don’t need an expensive platform.
Q: What if my clients are older and don’t check email?
I hear this a lot, and it’s usually wrong. The average email user in the US checks their inbox 15 times a day, including people over 60. The real issue is usually that the email content isn’t relevant. Send a photo of their dog and a simple reminder, and they’ll open it. I’ve worked with a groomer whose average client age was 58 — open rates were 68%.
I spent 10 years at agencies where we’d spend $50,000 on a campaign and then forget to send a follow-up email to the people who actually showed interest. The most profitable marketing you can do is the one that reminds happy customers to come back. For pet groomers, that’s an automated email that arrives when the dog’s coat starts looking shaggy again.
If you want to set this up but don’t have two hours to figure out which tool does what, I can walk you through it. I’ve done this for enough small shops to know exactly where the setup gets sticky. Book a free consultation and bring your current email setup. We’ll have it running in one session. No jargon. No fluff. Just the thing that actually gets people to book.
Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.
