How to Use Follow-Up Emails to Strengthen Client Relationships
Some businesses believe that the transaction is over when the client pays and walks out the door. That might be okay for a restaurant or a movie theater, but not for a veterinary practice.
In veterinary medicine, your job continues long after the exam room door closes. Follow-up communication isn’t just a nice-to-have, it’s what builds trust, improves compliance, and keeps clients coming back.
Think about it: you may have stopped by the GeniusVets booth at an event, spun the wheel, grabbed a prize, and then totally forgot about us by the time you hit your next session. Pet owners do the same thing after a visit. They forget what to look for after a vaccine, when to come back, or why the next step matters.
Here’s how to change that with purposeful, timely follow-up emails that strengthen your relationship with every client.
Post-Exam Follow-up Emails
The easiest (and most overlooked) way to stay top of mind is a friendly follow-up email that includes notes from what was discussed in the exam. These can be easily set up as templates, and either kept in your communication platform or in a training document, depending on what your practice uses for its standard operations.
What to include:
- Summary of care recommendations.
- Vaccine/flea/tick prevention information.
- Follow-up care instructions.
- Reminder to schedule their next visit or details on the next appointment.
- A warm thank you for trusting your team to care for their pet.
- Links to grief support if the appointment involved euthanasia.
Time Sensitive Reminders
These emails should be short, bold, and provide a clear call to action for the busy pet owner. If the reminder is for a specific pet or appointment type, be sure to personalize and highlight key information including their name, the prescription, and the refill or exam dates. If it is a friendly reminder, bring in the friendly touch clients would feel during a reminder phone call.
Examples of reminder emails can be:
- Vaccine Renewals: Include timelines and explain the difference between core and non-core vaccines.
- Flea & Tick Meds: Remind them when refills are due and flag if an exam is needed.
- Prescription Refills: Let them know how often their pet must be seen for ongoing medications.
- Follow-Up Appointments: Reiterate what to expect during the follow-up appointment and why this appointment matters. Explain the stitch removal, antibiotic check, etc., on how vital this appointment is.
GeniusTip: Refrain from fear-mongering communication; the tone should be friendly and empathic yet time-sensitive and informative when it comes to reminders.
Review Requests
Reviews are gold, but they need their own moment, not buried at the bottom of a surgical care follow-up email. When included in a different email, these requests are often overlooked because there is more vital information about their pet’s care.
Always try to keep emails focused on one topic because it makes it easier for busy pet parents to complete the specific call of action, not check off every request in the email. If the email is information first, they will skim and pick out what is relevant to them. When there are too many things in the email or it is too long, they will not get to the bottom, and your chances of them opening up another email decreases.
When requesting reviews, remember:
- Make it simple! When you ask for a review, include the link to where you would like them to review.
- Encourage that they share any photos in the Google review or on your social media. People love taking photos of their pets, and when they share them in reviews or on social media, that attracts new clients and staff a lot more than just the reviews.
- If they’re unhappy, invite them to reach out first so you can make it right to showcase you genuinely care… bonus, this helps build your reputation!
Newsletters That Actually Get Read
Here is your chance to include all the education, events, and other fun topics that don’t fit into client-specific communications. This is your opportunity to bring the fun on your community bulletin board to life via email.
Newsletters are a great way to share information on a variety of different topics and services that you offer. They should always be informative and not sales focused—think of them as your monthly touchpoint that nurtures clients between visits.
Here are some tips on a great newsletter that maintains that relationship and will educate pet owners to be better informed. What to include:
- Practice updates (closures, new hours, weather alerts)
- Team shoutouts (birthdays, new hires, fun facts)
- Seasonal pet tips (holiday foods, travel prep, meds to stock up on)
- Blog/service highlights (ancillary services, surgical care, dental specials)
- Featured reviews or testimonials
GeniusTip: Have a newsletter section devoted to a specific role or service in your practice. Tech tip of the month, Q & A with Dr. S, the front desk’s pet of the month. This involves the team while lightening your load.
The best practices in the industry know that follow-up communication isn't just another task, it's a growth strategy rooted in trust, retention, and long-term success.
At GeniusVets, our team has over 150 years of real-world veterinary experience. We’re passionate about helping practices just like yours communicate better, connect deeper, and grow stronger, without adding more to your plate.
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