Email and SMS Campaigns for Grooming Salons: What to Send and When

Your client list is one of your most valuable marketing assets. These are people who already know you, trust you and have pets that need regular grooming. A well-timed message can fill quiet weeks, bring back lapsed clients and launch new services, all without paying for ads. Here's how to run campaigns that clients actually welcome.

Start with permission

In Australia, marketing messages by email and SMS must follow the Spam Act. In short, you need consent to send marketing, you must identify your business, and every message must include a simple way to unsubscribe. Reminders about booked appointments are different from marketing, but campaigns such as offers or "we miss you" messages count as marketing. Record clients' marketing preferences and respect them.

Campaigns that work for groomers

• "We miss you." Clients who haven't visited in 10 to 12 weeks often just need a nudge. "It's been a while since Milo's last groom. Book online in seconds" works well.
• Seasonal reminders. De-shedding in spring, cooling cuts in summer and coat care before winter.
• Christmas bookings. Let clients know in early November that December is filling up.
• New services. Announce a new add-on, a puppy package or extra opening hours.
• Quiet weeks. A short message about available times can fill gaps.

Choose the right channel

SMS is read quickly and suits short, timely messages, but each message costs money. Email is included and suits longer content with photos. App notifications are free and instant for clients who use your pet parent app. In PetConnect, you can write a campaign once and send it by SMS, email and app, with personal details such as the client's and pet's names filled in automatically.

Keep it short and personal

Use the client's first name and the pet's name. Get to the point in the first line. Include one clear action, usually a booking link. For SMS, aim for one message segment of 160 characters or less to keep costs down.

Choose your audience

Not every message suits every client. Send de-shedding offers to owners of double-coated breeds, puppy tips to new puppy owners and "we miss you" messages only to clients who haven't been in for a while. Targeted messages feel relevant and get better results.

Timing

Send campaigns at sensible times: mid-morning or early evening on a weekday usually works well. Avoid very early mornings, late nights and public holidays. Don't send too often; once or twice a month is plenty for most salons.

Measure the results

After each campaign, look at how many bookings came in over the next week. Over time, you'll learn which messages and timings work best for your clients.

Avoid common mistakes

• Sending to everyone, every time.
• Long messages that split into several SMS segments.
• No clear action or booking link.
• Forgetting the unsubscribe option.
• Offers so frequent that clients wait for a discount before booking.

Make it part of your routine

Plan your campaigns for the year in advance, using the seasons as a guide. A simple calendar of four to six campaigns, plus regular "we miss you" messages, keeps clients coming back without much effort.

Example messages

Here are a few short templates you can adapt:

• Win-back: "Hi Sarah, we haven't seen Milo for a while! He's probably due for a groom. Book online here: [link]"
• Spring: "Shedding season is here! Book a de-shedding treatment for Bella and enjoy less fur on the couch: [link]"
• Christmas: "Christmas grooms are filling fast. Book Max in now so he looks his best for the holidays: [link]"
• Quiet week: "We've got a few spots free this Thursday and Friday. Would Charlie like a fresh groom? [link]"

Each message uses the pet's name, says one thing and includes one link. That's the formula for messages people read and act on.

Use the pet parent app

If your clients use a pet parent app, app notifications are a free way to share news and offers with them. They appear on the phone like a text, and tapping them takes the client straight to booking. Over time, encouraging clients to use the app can reduce how much you spend on SMS.

Keep your list healthy

Remove clients who have moved away, update changed phone numbers and email addresses, and honour every unsubscribe straight away. A clean list costs less to message and gets better results.

Test and learn

Try small changes: a different subject line, a different send time, or SMS instead of email for one campaign. Compare the bookings each version brings in, and keep what works.

Don't forget existing clients

It's tempting to focus campaigns on winning new clients, but the easiest bookings come from people who already love your work and already trust you with their pets. Most of your campaigns should help existing clients book again, try a new service or tell a friend.

See how campaigns work in PetConnect on our mobile app page, or check SMS pricing.