Great medicine alone isn’t enough to bond clients to your practice.

Exceptional veterinary care may be the foundation, but it’s a sense of belonging that builds the framework of lasting client relationships.

When mass emails and texts are thoughtfully segmented and customized by audience, they do more than deliver information—they create community, unity, and shared experience that keep clients engaged for the pet’s lifetime and beyond.

Here’s how personalized mass communication with Otto can turn routine messaging into meaningful connections (with minimal effort from your team).

While sharing clinic updates and announcements is the most commonly recognized use of mass communication, personalizing these messages by audience segment (e.g., pet species, relevant services) can make them much more effective.

Instead of sending blanket updates to the entire client list, Otto lets you target only those who need the information. This keeps clients informed while showing them you recognize their specific needs. It also reduces the likelihood that it or any future messages from your clinic will be ignored.

Examples:

• Notifying large animal clients to call ahead when trailering in animals
• Alerting feline-owning clients that the cat-only entrance is now open
• Informing exotic pet owners that the specialist will be unavailable next month

Pet parenthood can feel isolating. Targeted messages help clients feel understood, supported, and not alone with their concerns or struggles. Instead of general email blasts that don’t apply, clients receive helpful information that normalizes their situation and speaks to their daily lives.

Examples:

• Share “Five tips for surviving your puppy’s first 30 days” after someone books a new puppy visit.
• Boost feline wellness visits by illuminating a common struggle: “Is your senior cat suffering from hidden arthritis pain?”
• Show them you’re listening, “By popular request: We’re now offering quiet feline-only clinic hours!”

Turn internal events into shared victories by framing milestones as something your target audience had a part in. This reinforces the idea of community by providing a sense of ownership and contribution, while gently promoting your practice. Use “we” language to include the audience and acknowledge their role, communicating that you’re not just provider and recipient, but partners in their pet’s health.

Example: “Happy anni-PURR-sary! It’s been one year since we opened our cat-only wing. Thanks for helping us care for over 100 cats—including yours!”

Personalized emails or texts that invite specific client segments to events, fundraisers, or even just to share a photo or story create a genuine sense of inclusion. These small gestures help your practice feel more like a community of pet parents than a business and are an effective way to stay connected between visits or re-engage with lapsed clients.

When clients feel that an invitation was made just for them—or their special pet—they’re far more likely to respond, whether by attending an event, posting on social media, or referring a friend.

Example: You’re invited! Join Dr. Brower for “How to support your diabetic cat,” this Thursday at 8 p.m. in our lobby. Q&A and refreshments to follow. RSVP now!

Targeted messaging isn’t just for news and updates; it’s a powerful way to position your practice as a leading resource for education and support. Sharing reliable audience-specific content shows clients that you understand their needs and concerns, and your desire to empower them with accurate information and peace of mind.

Ongoing campaigns (e.g., species-specific newsletters or themed initiatives such as Senior Pet Month) take engagement a step further by creating a sense of predictability and anticipation. When clients know they can count on these regular, reliable touchpoints, they’re more likely to trust your clinic for guidance and support—rather than turning to the internet for answers.

Set your clinic apart and create lasting client bonds with messages that do more than announce. Audience-specific emails and texts make every touchpoint feel purposeful and personal—so every communication becomes a chance to interact, engage, and build lasting trust.

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