Engaging your email list with a variety of content can help maintain interest and encourage customer loyalty. Because if all they see are sales, that’s the easy way to land in the spam folder. Here are ten different types of engaging content that pet business owners can send.
Educational Articles and Tips
Your blog posts can be a great way to bring in new traffic to your website. But you can also use them in your email. Write a quick enticing summary that relates to your new blog post and send out your email. New customers will find your article through search, and your regulars enjoy learning new ways to care for their pets.
The key is to make these posts packed with valuable information. Talk about pet care, training tips, grooming advice, or health insights. The best way is to build a content cluster around keywords that relate to your business.
Example:
Keyword: Dog Training
Content Cluster of one article each:
- Puppy behaviors 101
- Equipment you need to train your dog
- How to stop biting
- Potty training your dog
- Tips for training senior dogs
Exclusive Discounts and Promotions
While you don’t want to use every email for promotion, they can be engaging. Ask your list to tell you about something. Their most recent visit. Their pet’s favorite treat. Get creative but don’t forget to give them a special reward for this interaction.
This type of email is going to ask for a reply rather than the sale upfront, and that’s why it’s included in this list rather than under normal promotions. Furthermore, this type of email doesn’t have to go out to your entire list.
Use segments and target those who are shopping with you more often, or maybe someone who’s visited your location (or been away!) recently.
Customer Spotlights and Testimonials
Highlighting customers and their experiences can entice new customers and build trust. If you have a success story share it! Highlight a unique interaction each month. Share a photo if the customer allows. Highlight a great review online. Tell your email list how much you love helping them.
Don’t be scared to highlight a bad experience and how you were able to correct it.
For example: A customer was unhappy about a trim being too short. Turn it into a story about how regular brushing can help stop the tangles that you had to trim out. Furthermore, try and make sure to reach out to those customers to fix it. While you don’t have to tell your email list how you made it right with the customer, you can use storytelling to educate them.
New Product Announcements
Who doesn’t like to get excited before an event? Can you imagine only knowing your favorite concert was playing when you showed up at the location? No warning, no nothing? I doubt they would ever sell out.
Inform your subscribers about new products or services. Include high-quality images and detailed descriptions to generate excitement. For instance, “Introducing Our New All-Natural Dog Treats!”
Remember, this isn’t to sell just yet. It’s about getting them familiar and excited for the new launch.
Contests and Giveaways
Organize fun contests or giveaways that encourage interaction. This can be anything from a photo contest to raffles. Furthermore, it’s a great way to get your community involved. You can reach out to local businesses and see if they would be willing to donate. Or have a fun photo contest for your list. People love showing off their best friend and it gives you user-based content.
Pet Care and Training Videos
The coolest part about this idea is that you don’t even have to make the video. Don’t get me wrong, you can make these videos, or use ones that you have made. But you can use other’s videos as resources for your customers.
The biggest tip here is to make connections with these channels. And use ones that don’t conflict with your message.
For example: As a groomer you might share some treat product reviews, or some training tips from a local trainer.
Seasonal and Holiday-Themed Content
Create content around upcoming holidays or seasons (even ones you don’t celebrate). Give your email list tips on how to celebrate with pets, special promotions, or themed product recommendations. You can even find some fun games or treat recipes.
Behind-the-Scenes Stories
Real connection means being a real person. Showing your audience a glimpse behind the scenes of your business makes you real. Share stories about your team, how products are made, or day-to-day operations. This can humanize your brand and build trust. People buy from brands they trust.
Pet Health Alerts and Recalls
Keep your subscribers informed about important pet health alerts, product recalls, or safety tips. This shows that you care about their pets’ well-being. Just make sure you source your recalls and back up your claims with science. Don’t use another blog. Use an industry leader they will recognize. Like AKC reports, Petfood Industry News, and other reliable resources.
Local Events
Local events can be a lot of fun. You can meet new customers and catch up with old ones. Even if you are not vending at an event, tell your audience about what’s going on in the community. Especially if it’s a pet-friendly event!
Final Thoughts
By diversifying the content you send to your email list, you can keep your subscribers engaged, informed, and excited about your pet business. This is how you build quality connections. And that leads to more emails opened. More sales. And a healthy, happy, thriving pet business.
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Pet Copywriter Lori 
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