I often get asked by pet businesses how often they should be sending email — and whether it’s effective, so I wanted to share this recent case study by Dormify.
The key takeaways really reinforce what we’re seeing market-wide in the pet industry as well:
1. Worry less about volume of email and more about your value proposition
What are you giving your readers/subscribers that’s of value TO THEM?
2. Be sure to segment your lists as much as possible
There’s a big difference in sending email to a 22 year old millennial with a senior dog and a 39 year old mom with three kids and a cat. Different needs, different problems, different value.
3. Sales and coupons aren’t enough
While they can be powerful drivers, try providing value to your customers in a way they will remember and share — like helping solve a problem instead of giving them 5% off every time you contact them.