Tips For Sending a Holiday Message to Clients in Your Veterinary Clinic

Most people are bombarded during the holiday season with emails and messages from businesses looking to increase their sales. But done correctly, sending a holiday message to clients shows you care and will set you apart from the crowd. It will still benefit your veterinary practice, as staying top of mind for clients is a marketing strategy in itself.

So, how best do you send holiday greetings? Here are a few tips for creating and sending clients and their pets the ideal holiday message in 2023.

1. Choose a Message Medium

First, consider how you'll deliver your holiday greeting. Email is generally a good choice because the average consumer checks their email multiple times daily. Pet owners are also more likely to open messages from your practice if you limit the number of marketing messages you send—they'll take more notice of a new message. Email also relieves the burden of veterinary team members having to write and send paper cards, and reduces postage costs. However, some clients will find email impersonal, which a carefully crafted message can counteract to some degree, but you may want to consider handwritten notes for your best clients.

2. Craft a Heartfelt Message

A holiday greeting should serve only one purpose: making your clients feel good. They should open your message and feel valued as a loyal client and connected to your practice. You can accomplish this by avoiding marketing messages or calls to action. Limit your greeting to a sincere, positive message that thanks them for remaining loyal to your business through the years and wishes them a happy holiday season. You can further stand out from the flood of other mail in their inbox by sharing a short personal story or recounting an important event from the past year that clients will find relatable and relevant.

3. Keep Messages Simple and Succinct

If you choose to share a 2023 moment in your holiday greeting, ensure you share only the minimum. A lengthy email message can be overwhelming, and will likely result in clients skimming the message or immediately closing the card. An email that has more than a few lines of text is likely to "land" in the virtual trash. Use a short but poignant subject line, choose an impactful image, and use the email page white space as you would on a handwritten or designed project.

4. Use Generic Holiday Phrases but Avoid Generic Templates

Depending on your clientele, you may wish to avoid naming specific holidays. Phrases such as "season's greetings" and "happy holidays" can't steer you wrong, and ensure you don't leave anyone out unintentionally. Once you choose your holiday term, keep the rest of your message on-brand and authentic to you and the veterinary practice as a whole. A premade template pulled from Google may seem easy, but clients can tell the difference between a generic and individual thought. Your veterinary practice has a vibe and voice, and you should remain true to that.

Here's a starter template you might consider, but don't forget to customize it with your personal touch.

Dear <client name=""> and <pet name="">,</pet></client>

As the holiday season is upon us, we're reminded of how grateful we are for wonderful clients and patients like you. This year was especially <adjective> because <reason>, and our interactions with you <made adjective="" challenging="" even="" get="" helped="" issue="" it="" more="" positive="" through="" us="">. Thank you for being such a bright light for us! Happiest of holidays from <practice name=""> to you and yours, and cheers to an incredible year ahead. </practice></made></reason></adjective>

The <practice name=""> team</practice>

5. Send Messages After Holiday Marketing Dies Down

Holiday greeting messages can impact clients only when they read them, and clients are far less likely to open a card and read the message when they receive hundreds each day that promote holiday sales and services. Many businesses begin sending out sales and marketing emails in early November, which can quickly clutter an inbox and lead to reader fatigue or indifference. Instead, send email messages a little later, when most people have finished shopping. Use your PIMS or integrated client communication tools to preschedule your message at the ideal time.

In a sea of holiday greetings, consider how you can ensure your holiday message to clients will stand out. Follow our tips and send a holiday message that will stir positive emotions, resonate with clients, and bond them to your practice.

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Sarah Rumple
Owner, Chief Creative Officer of Rumpus Writing and Editing

Sarah Rumple is an award-winning veterinary writer and editor. Since 2011, her work has focused on pet health/behavior and veterinary practice management topics. Her clients include individual veterinary practice owners, national corporations, nonprofit associations, media companies, consultants, and others. Learn more at

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