5 email marketing mistakes pet brands can make (& how to fix them)
You're juggling appointments, managing inventory, answering endless questions about whether Barry can have cheese (the answer is maybe), and somehow you're also supposed to be an email marketing expert? Yeah, I get it. Email often ends up on the back burner when you're running a pet business.
But here's the thing - your email list is one of the most valuable assets you have and these are people who already know you, trust you, and want to hear from you. (They've literally raised their hand and said "yes, I want updates from this business.")
So let's talk about the five mistakes I see pet businesses make over and over again with their email marketing, and more importantly, how to fix them without adding hours to your already packed schedule.
#1: Sending the Same Message to Everyone on Your List
Picture this - you've got a subscriber list that includes bearded dragon parents, senior dog owners, and people with brand new birds. And then you send out an email promoting your "Toughest Chew Toys of the Season."
The bearded dragon parents are confused, the senior dog owners are annoyed (their pup can barely gum a tennis ball), and the bird parents are wondering why you're emailing them about dog toys.
The fix! Segment your list - even basic segmentation makes a huge difference! Start simple with categories like species (dogs, cats, reptiles, birds), life stage (puppy/kitten, adult, senior), or service type (grooming clients vs. training clients vs. product customers). Most email platforms make this pretty easy once you set it up, and your subscribers will actually look forward to emails that feel relevant to them.
#2: Being All Business, No Community
You're running a business, and you need sales, but if every email is "Buy this!" or "20% off that!" without any real connection, you're training your subscribers to tune you out.
Pet parents don't just want discounts, they want to feel like they're part of a community that gets what it's like to have a dog who thinks 5am is an acceptable breakfast time or a parrot that won’t stop singing Baby Got Back.
The fix! Mix in content that builds community alongside your promotional emails. Share a funny story from the shop, spotlight a customer's pet (with permission!), offer a helpful tip about seasonal pet care, or ask a question that gets people replying. When someone feels connected to your business beyond the transaction, they're more likely to buy when you do make an offer. (Want to dive deeper into this? Check out my previous post "Break Free from Discount Culture by Creating a Pet Business Email Plan That Customers (and Margins) Will Love.")
#3: Skipping the Welcome Series
Someone new just joined your email list and they're excited about your business right now, at this very moment, and then they get nothing until your next monthly newsletter three weeks from now.
By then, they've forgotten they signed up.
Here's a stat that'll wake you up - welcome emails are some of the highest-performing messages you'll ever send, and they account for a massive chunk of email conversions because people actually want to hear from you when they first sign up.
The fix! Create a simple welcome series. It doesn't have to be fancy. Start with three emails:
Email 1 → Welcome them, tell them what to expect, maybe offer a first-time discount
Email 2 → Share your story or what makes your business special
Email 3 → Highlight your most popular products/services or answer common questions
Set it up once, and it runs automatically for every new subscriber. That's working smarter, not harder.
#4: Forgetting About Mobile Users
Quick question - where are you reading this right now? If you're like most people, probably on your phone.
Here's the reality → 50-60% of all email opens happen on mobile devices. That means if your emails look terrible on a phone, you're losing more than half your audience before they even read your first sentence.
The fix! Keep it mobile-friendly. Use a single-column layout, make your text size readable without zooming, and keep your images optimized so they load quickly. Most email platforms have mobile preview options, so use them before you hit send. And here's the big one - keep your calls-to-action (CTAs) big enough that someone can tap them with their thumb without accidentally hitting the wrong button.
#5: Writing Emails That Are Too Long
I know you have a lot to say about your new line of grain-free treats or why regular dental cleanings matter. But here's the thing - people are skimming their inboxes between meetings, while waiting in the pickup line, or during commercial breaks.
If your email looks like a novel, most people won't read it and they'll think "I'll read this later" and then never come back to it.
The fix! Get to the point. Lead with the most important information, use short paragraphs (like, 2-3 sentences max), and include plenty of white space so the email is easy to scan. If you have a lot to say, tease it in the email and link to a blog post or landing page where people can get the full story if they want it. Your emails should be invitations to learn more, not exhaustive encyclopedias.
THE BOTTOM LINE
Email marketing for pet businesses doesn't have to be complicated. You don't need to be a tech wizard or a copywriting genius. You just need to think about your subscribers as real people with real pets who want relevant, valuable information delivered in a way that's easy to consume.
Start with fixing one of these mistakes this month.
Maybe it's setting up basic segmentation, or finally creating that welcome series you've been putting off. Small improvements add up to big results.
Your email list is full of people who already like you, so don't waste that opportunity by sending them stuff they don't need, can't read, or don't care about. Treat them like the community members they are, and they'll reward you with opens, clicks, and yes, sales.
Now if you'll excuse me, Rocky is giving me the look that means it's time for his walk. Priorities, right?
