Veterinary marketing for the household that just moved in — and the client who has lapsed

The three campaigns. Three campaign concepts are recorded for this vertical: a veterinary-practice new-client mail campaign for movers, adopters, or local households, with a preventive-care booking offer; a veterinary-practice local Facebook/Instagram awareness or service campaign, followed by website/service retargeting; and a veterinary-practice SMS preventive-care recall campaign.

One team. MBI plans, produces and delivers the work that brings in the next customer, from a single team in DeLand, Florida, and data, print and delivery have been in-house since 1989.

direct mail marketing services →digital advertising services →

What the research documents. Veterinary-practice direct mail is documented for prospective new clients at life events such as moving or pet adoption, and for physical reminder cards.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

direct mail mailing lists →targeted direct mail →

What the mail carries. Veterinary-practice direct-mail postcards and physical appointment or preventive-care reminder cards.

FTC advertising guidance for small business states that advertising must be truthful and non-deceptive, that advertisers must have evidence to back up their claims, and that advertisements cannot be unfair; an ad is deceptive when it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances and is material to a consumer's decision to buy or use the product.

FTC, Advertising FAQ’s: A Guide for Small Business

USPS Domestic Mail Manual 201.1.2.1 sets the card-price standards: each stamped card or postcard, or each half of a double stamped card or postcard, claimed at a commercial card price must be not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick; cards more than 4-1/4 inches high or 6 inches long, or both, must be a minimum of 0.009 inch thick; no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch for each stamped card or each half of a double-stamped card or double postcard; no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard; and within an aspect ratio (length divided by height) of 1.3 to 2.5, inclusive, with the exception that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

postcard mailing services →direct mail cost →

What the sources name. Veterinary sources document local Facebook/Instagram awareness and service-specific campaigns, then remarketing people who have shown interest in the practice, and the campaign concept records website/service retargeting as the follow-on.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information; Meta's ad review process starts automatically before ads begin running and is typically completed within 24 hours, although it may take longer in some cases.

Meta, Advertising Standards

digital advertising services →local business marketing →

What the sources name. Veterinary systems use opt-in texts for appointment, vaccine, wellness, refill, and lapsed-client reminders, generally with a booking or reply path.

CTIA's Messaging Principles and Best Practices state that Message Senders should support opt-in mechanisms and that messages should be sent only after the Consumer has opted-in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message containing an advertising keyword, initiating the text message exchange, signing up at a point-of-sale or other on-site location, and opting-in over the phone using interactive voice response among the mechanisms by which a Consumer might demonstrate opt-in consent; Message Senders should also document opt-in consent by retaining seven kinds of data where applicable, among them the timestamp of consent acquisition and the consent acquisition medium.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.2

CTIA's Messaging Principles and Best Practices state that Message Senders should ensure that Consumers have the ability to opt-out of receiving Messages at any time, should support multiple mechanisms of opt-out including phone call, email or text, and should acknowledge and honor all Consumer opt-out requests by sending one final opt-out confirmation message per campaign; and that Message Senders should not use opt-in lists that have been rented, sold, or shared to send messages and should create and vet their own opt-in lists.

CTIA Messaging Principles and Best Practices, May 2023, §§5.1.3–5.1.4

digital advertising services →

In house. Printing at MBI is commercial and variable-data printing produced in house.

printing services →personalized direct mail →