BY RICHARD ROWLANDS
The pet industry continues to grow, and it remains a great market for savvy business
owners that offer unique products and services. The numbers
speak for themselves. According
to the American Pet Products
Association, the U.S. pet industry was worth $66.75 billion
in 2016, with $69.36 billion in
spending projected for this year.
Many people in the industry probably already know this.
What you might not know,
A report by the global man-
agement consulting firm Mc-
Kinsey & Co. found that email is
still a significantly more effective
way to acquire customers than
social media. Many retailers
have picked up on the impor-
tance of social media marketing
yet are failing to regularly reach
out to their customers via email.
And it’s not just retailers—
the industry as a whole has been
slow to realize the full potential
of email marketing.
Whether your business is
new or established, large or
small, there’s huge potential in
email marketing. So what exactly is it, and what do you need
to know to utilize this powerful
marketing strategy and grow
your pet business?
BUILDING YOUR EMAIL LIST
As its name suggests, email
MARKETING TO YOUR LIST
marketing is simply marketing
via email. Email marketing can
be used to target potential and
existing customers. So how do
you get those email addresses?
A simple way is by offering a
free e-newsletter subscription on
your website in exchange for a
name and email. You could also
give a small gift as an incentive
for customers who provide their
details on a customer comment
slip right there in your shop.
Customers you’ve already
sold to are most likely to pro-
vide their email address, wheth-
er on your website or in your
shop, and that’s great news for
you. Studies on consumer buy-
ing habits have shown that
it’s much easier to sell to an
existing customer than it is to
find new customers to sell to.
Your existing customers know
what you offer, they like your
business, and they trust you to
deliver value. Email marketing
can be a great way to build a
list of prospects and customers,
and stay in touch with them to
make sure they think of you
the next time they need your
products or services.
Once you’ve started to build a
list of emails, you’ll need to target your list with regular, engaging emails that build trust
and loyalty. So, what are you
going to send people?
Here are a few ideas:
; Pet health tips
; Interesting news from your
; Inspiring pet stories
; ;ews of upcoming pet events
; Special offers, coupons and
; Any other pet-based content
you want to include
Emails are a great way to
share all this information. To
make it easier, you should set
everything up with an email
marketing service; search on-
line and you’ll find lots of op-
tions. Both free and paid ver-
sions are available.
Email marketing is cost-effective and accessible. You also
have the ability to track your
results. Popular email marketing services will show you
email open rates, links people
have clicked on, and a variety
of other useful statistics that
will help you improve your efficiency and results.
With a simple system like
this, you can stay in touch with
your customers on a regular basis. Weekly emails work well;
however, keep in mind that they
should be sent every two weeks
at minimum. Some of these
emails can be shorter messages,
but consider a longer monthly
e-newsletter edition providing
more in-depth content. You
want to stay in regular contact so
your customers remember you.
The key is to maintain consistent contact in a useful, nonthreatening way. Don’t make
everything about advertising
and selling—if you do, people
are likely to ignore your emails.
Instead, provide value. ;e interesting. Be helpful. Tell stories.
Remember, you’re building
a relationship. You want your
customers to know who you are,
look forward to your emails, and
have trust in your service and
expertise—so they’ll come to
you when the need arises.
STANDING OUT IN THE CROWD
It’s an increasingly crowded
marketplace, and connecting with your customers in an
authentic way can make all the
difference to your bottom line.
You’ll need to be consistent,
experimental and dedicated to
providing value. But the end
result is well worth it as it will
lead to more traffic through your
doors—traffic that is typically
But maybe you just don’t
have the time to put this strategy
in place, writing frustrates you
or the technical side of things
intimidates you. If you prefer to
delegate this task, your web developer can get your email marketing system up and running,
and a good content writer can
generate ideas and write compelling emails and e-newsletters
for your business.
However you do it, start
using this simple email marketing strategy and watch your pet
Richard Rowlands is a writer and
marketer for the pet industry, and a
keen pet enthusiast. He works with
pet businesses to improve their
mar;eting and increase profits; ;o
find out more; visit ;is ;ebsite at
The Power of Email
• Make a great impression.
• Keep customers coming back.
• Handle daily challenges.
• Pet Retail Basics
• Engaging Customers
• Customer Satisfaction
• Suggestive Selling
• Cashier Service Basics
It’s a breeze.
© 2017 PIDA