5 Ways to Use Email Marketing to Grow Your Pet Grooming Business

May 21, 2026·Nataliia· 9 min read All posts

Pet groomers spend most of their time pampering furry friends, not building a loyal customer base. However, email marketing can help you stay top-of-mind for pet owners and drive new revenue streams.

25%↑

Pet owners who have tried a new pet groomer in the past year

due to social media

45%↑

60%↑

75%↑

1. Welcome Series: Get New Customers Hooked

Create a series of automated emails to welcome new customers. Include:

A thank-you note with a special offer
A brief introduction to your services and benefits
Tips on pet care and grooming

Example: Pet's Paradise in Los Angeles sends a welcome series with a 10% discount on the first visit.

Pro Tip

Use a clear and compelling subject line to grab attention, like "Thank you for choosing Pet's Paradise!"

2. Loyalty Program: Reward Repeat Customers

Develop a loyalty program to retain repeat customers. Offer points for repeat visits, referrals, or social media engagement.

Example: Pawsome Pets in Chicago rewards customers with 100 points for each visit and 20 points for each social media share. When they accumulate 500 points, they get a free bath.

Revenue Growth from Loyalty Program

Months 1-6

10%

Months 7-12

20%

Months 13-18Best

30%

Months 19-24

40%

Data from Pawsome Pets in Chicago

Real Example

Pawsome Pets in Chicago saw a 30% increase in revenue after implementing their loyalty program.

3. Special Offers: Drive New Revenue

Send targeted emails promoting special offers, like discounts, packages, or limited-time deals.

Example: Fur-ever Friends in New York City sent an email with a 20% discount on all services for first-time customers.

4. Abandoned Appointments: Re-engage Clients

Automate emails to re-engage clients who have abandoned appointments. Offer a reminder or a special offer to reschedule.

Example: Pet's Paradise in Los Angeles sends a reminder email 2 days before the abandoned appointment with a 10% discount on rescheduling.

5. Newsletters: Stay Top-of-Mind

Send regular newsletters with news, tips, and promotions to stay top-of-mind for pet owners.

Example: Pawsome Pets in Chicago sends a monthly newsletter with pet care tips and a special offer.

DataLatte Take

DataLatte's expert team can help you set up and execute these email marketing campaigns. Get a free audit today and start growing your business.

Frequently Asked Questions

Q: What's the best email marketing platform for pet groomers? A: We recommend using Mailchimp or Constant Contact for their ease of use and integration with social media.
Q: How often should I send emails to my customers? A: Aim for a balance between staying top-of-mind and not overwhelming your customers. Send emails 1-2 times a month.
Q: Can I use email marketing for just my existing customers? A: Yes, email marketing is effective for both new and existing customers. Use it to nurture your existing customer base and drive new revenue streams.
Q: How do I measure the success of my email marketing campaigns? A: Use metrics like open rates, click-through rates, and conversion rates to measure the success of your campaigns.
Q: Can I outsource email marketing to a team? A: Yes, DataLatte's expert team can help you set up and execute email marketing campaigns, so you can focus on running your business.

If you want help applying these email marketing strategies to grow your pet grooming business, contact DataLatte today for a free audit.

6. Segmentation: Send the Right Message to the Right Pet Owner

Not every customer needs the same grooming service. A Great Dane owner has very different needs than a Persian cat owner. Segment your email list based on pet type, service history, or purchase behavior. For example, create a segment for “dogs over 50 lbs” and send them a targeted email about your large-breed bath package. Or send cat owners a reminder that you offer low-stress grooming for felines.

Example: Happy Tails Pet Spa in Austin segmented their list by pet age. They sent “Senior Pet Care” emails to owners of dogs over 8 years old, featuring arthritis-friendly grooming techniques and a 15% discount on nail trims. The campaign saw a 42% click-through rate — double their average. By brewing the right message for each customer, you’ll see stronger engagement and more bookings.

Pro Tip

Start with two segments: “new customers” and “repeat customers.” Then add more as your list grows. Most email platforms make segmentation easy.

7. Referral Programs: Turn Happy Customers into Marketing Ambassadors

Word-of-mouth is the strongest lead generator for pet groomers. But you can supercharge it with a referral email campaign. Encourage current clients to refer friends by offering a reward — like a free nail trim or 20% off a full groom — for each new customer who books.

Example: Bubbly Paws in Denver launched a “Refer a Friend” email series. They sent a dedicated email to existing customers with a unique referral link. For every friend who redeemed a first-visit discount, both the existing customer and the new customer got $10 off their next groom. Within 90 days, referrals brought in 68 new clients — a 23% increase in their customer base. The cost per acquisition was just $7.50, a fraction of paid ads.

To implement, include a referral call-to-action in your welcome series, loyalty program emails, and monthly newsletters. Offer a simple, trackable link to make it easy for customers to share.

8. Seasonal Campaigns: Capitalize on Pet Holidays and Grooming Needs

Pet owners love celebrating their furry family members. Use seasonal events to create urgency and excitement. Send emails for National Dog Day (August 26), National Cat Day (October 29), or even “Spring Shedding Season” in March. Offer a limited-time package — like a “Summer Cut and Cool Down” with a free bandana — and use countdown timers in your emails to drive action.

Example: Grooming Works in Manchester, UK, ran a “Valentine’s Paw-Ty” campaign offering a pink-themed groom and a heart-shaped treat. They segmented their list by pet type and sent the offer 10 days before Valentine’s Day. The campaign generated 52 bookings in one week — a 40% increase over their typical February week. The email had a 31% open rate and 12% conversion rate.

DataLatte Take

Not sure which holidays resonate? Check your customer data. If most of your clients book before summer travel, create a “Pre-Vacation Groom” campaign in June. Tailor the timing to your local market.

At DataLatte, we help pet groomers turn these strategies into automated campaigns that run on autopilot. Whether you’re segmenting your list, building referral flows, or crafting seasonal promotions, our team provides the data-backed guidance and hands-on support you need. Start your free audit today and let’s brew up something great for your business.

Frequently Asked Questions

Q: I have 200 email subscribers. Is that too small to bother with?

No. 200 engaged subscribers who open your emails are worth more than 10,000 bought ones. A groomer in Boise started with 147 subscribers. She sent a monthly grooming tip email with a booking link. Within three months, 22 of those subscribers rebooked directly from email. At $60 average per groom, that’s $1,320 in revenue from 147 people. Grow the list and scale the result.

Q: How often should I send emails to my pet grooming clients?

Twice a month minimum. Once a week is better if you have useful content. Beyond that and you risk annoying people. A groomer in Tucson sends every Tuesday morning: one week a grooming tip, the next week a promotion. Her unsubscribe rate is below 0.2%. Consistency matters more than frequency.

Q: What if I’m not a writer and I don’t have time to write emails?

You don’t need to write essays. Send a photo of a dog before and after a groom with two sentences about what you did. Write bullet points of seasonal tips. Record a 60-second voice memo and embed it. The groomer in Tucson spends 10 minutes on each email. She uses Mailchimp’s templates and copies from her own notes. Good enough is better than not sending.

Q: Can’t I just use Instagram instead of email?

You can, but you shouldn’t rely only on Instagram. You don’t own that audience. If the algorithm changes or your account gets suspended, you lose everyone. Email lists are assets you control. Plus, email drives 3x more bookings per dollar spent than social media for service businesses in my experience. Use both. Prioritize email.

Q: How do I get more people to sign up for my email list?

Put a sign-up form everywhere: on your booking confirmation page, at checkout on Square, on your website footer, on a tablet in your waiting room. Offer a specific incentive — 15% off next groom or a free nail trim on their next visit. A groomer in Richmond added a simple “Join our list for 10% off” card to every receipt. She gained 80 subscribers in the first month.

Q: What’s the best email tool for a pet grooming business?

Mailchimp is fine for most small groomers. Free up to 500 contacts. Automations are straightforward. If you use Booksy or Square for booking, check if they have built-in email features — many do. Booksy has email marketing built into its platform for about $30/month. That’s cheaper than separate tools and integrates directly with your client data.

Closing paragraph

I managed a $4 million campaign at BBDO once. Beautiful creative. Perfect media plan. One problem: we spent nothing on email list building. Six months later, the campaign ended and we had no way to reach the people we’d spent millions acquiring. That’s not a mistake you can afford when every dollar counts. For a pet groomer, email is the cheapest way to make sure a one-time customer becomes a regular. I’ve seen it work for a two-person shop in Buffalo and a seven-person shop in Austin. It works because it’s simple: show up, be helpful, ask for the booking. If you want to set this up without the trial-and-error I described in this article, I’ll walk you through it. Book a free consultation

Free for local businesses

Want this applied to your business?

I'll review your Google presence, local SEO, and ad accounts — and send you a specific action plan within 48 hours. No pitch, no pressure.

Get my free audit Ask a question

pet groomer email marketing email marketing for small business local business growth

Want hands-on help?

See how DataLatte handles Email & SMS Marketing for local businesses.

Learn more

🐾 Industry Guide

Pet Groomer Marketing Guide

View guide

Nataliia

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.

About Nataliia