How to start a newsletter for your pet business

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Or revive one that’s been neglected…

If you’ve been thinking about starting a newsletter for your pet business – or you’ve already started one but it’s been a bit neglected – this post is for you.

Email is still one of the most powerful ways to connect with your audience.

Unlike social media, where posts disappear in seconds and algorithms decide who sees what, your email list is yours.

A regular newsletter that your ideal client has signed up for, means you’re able to land in their inbox, start a conversation, and build proper relationships.

In 2025, 376.4 billion emails will be sent and received every single day. That’s not slowing down any time soon.

Email marketing offers a return of £34 for every £1 spent.

That’s a 3,500% ROI – miles ahead of other marketing channels like SEO (1389%), Google Ads (700%), or social media (just 250%).

And 59% say that email marketing influences their buying decisions, with more than half making purchases directly through email at least once a month.

When I work with clients one to one, email marketing is something I encourage them to do, and when they send emails, they make sales.

Social media is fleeting. Posts disappear in a flash and algorithms can make even your best content vanish from your followers’ feeds.

Email gives you a direct line to people who want to hear from you – and gives them a nudge to remember your business exists.

Plus, you can tell richer stories, share your personality, and build genuine trust in a way that’s hard to do in a caption or reel.

Why business owners put off sending emails and how to overcome them

I did a poll on LinkedIn and Facebook on the reasons why business owners don’t send emails and these were some of the findings.

These were the findings. Over a third, 35% said they didn’t have enough time or forgot, 32% said they didn’t know what to say, 15% said they worried about annoying people, 10% said their list was too small and 8% prefer social media.

It’s completely normal to feel this way, and the key to a successful newsletter which you can be consistent with is finding a way to create a newsletter that feels right for you.

It is ok to tell people how you can give them more support and ways they can work with you, without feeling pushy. Think of your newsletter as a way to build connection.

If you’re stuck on what to include in your newsletter, try this three-part structure:

A personal story or reflection – Let people know what’s going on in your world. This could be something you’ve learned, a client win, or a life update that relates to your work.
Something useful – Share a helpful tip, answer a question you’re often asked, or link to a resource like a blog or podcast episode.
A prompt – Let them know what they can do next. Maybe that’s booking a call, grabbing a freebie, or just replying to share their thoughts.

You don’t need to write loads. Even 200 – 300 words can be enough.

When I worked as a journalist, I used to write a weekly column for a man called Peter Price. He’d ring me up, we’d have a chat about what he wanted to say that week, and I’d go off and write it.

And that’s exactly how I want you to think about your newsletter.

Treat it like a newspaper or magazine column. One that people want to read, because it sounds like you, feels real, and helps them in some way.

If you had a deadline each week or month because a magazine was expecting your copy, you’d write it.

You wouldn’t wait until you felt inspired or had something “important” to say – you’d get it done.

It’s about making your newsletter a habit.

Whether you email once a week or once a month, be consistent and start treating it like something people are looking forward to, rather than something you’re putting off.

If writing isn’t your favourite thing, or it always falls to the bottom of your list, try this:

If you’ve got a VA, ask them to call you each week and say, “What do you want to put in your email this week?” You talk, they type. Use a transcription tool and put what you say into AI to tidy it up.
If you don’t have a VA, pair up with another business owner and do the same thing. Ask each other what you’re going to say in your next newsletter. Get it out of your head by talking about it.

Never run out of ideas with a content bank

A content bank is a place you put ideas as they come up. If you have a conversation with a client and think it would be a good topic, write it down in a notepad or on your notes, put it in your planner or diary or Trello.

The key is to store it away somewhere so you can go back to it when you’re ready to write your email.

Things to put in your content bank:

FAQs your clients always ask
Myths in your industry
Stories from your week
Behind-the-scenes updates
Tips you’ve shared recently on social media

Even if you never use all of them, having a bank of prompts gets rid of the blank page.

There is a full ‘How to start your pet business newsletter’ workshop in my Pets Get Visible membership, along with a workbook you can use.

It’s only £30 a month with no minimum contract.

You’ll get access to the newsletter resources, plus loads of other training sessions, a monthly coaching call, coworking calls, a member social, and a friendly community of pet professionals all working together to get noticed.

Head here to join us and get stuck in.