Affiliate disclosure: Some links below are affiliate links. Main Street AI earns a small commission if you sign up, at no extra cost to you.
Full policy →
6–8 wk
Average grooming interval for most breeds
$0
Mailchimp free up to 500 contacts
45%
More rebookings with interval reminder emails
3×
Higher open rate for pet content vs. average email
Why Pet Groomers Are Missing Easy Revenue
Here's the thing about your clients: they love their pets. They want to bring them in regularly. They're just busy, and without a reminder, the weeks slip by and it's been three months instead of six weeks.
When you send a rebooking reminder at the right time, most clients are genuinely grateful. They were meaning to call. Your email is doing them a favor.
Add a seasonal newsletter with care tips, shedding season brushing advice, summer paw protection, holiday travel tips, and you're not just a groomer, you're their go-to pet care resource. That's the kind of relationship that builds a booked-out calendar and zero marketing spend.
Tools You'll Need
Your Grooming Interval Guide by Breed Type
Before you set up automations, you need to know how often each breed type needs grooming. This drives your rebooking reminder timing:
| Breed Type | Examples | Grooming Interval | Reminder Trigger |
|---|
| Double coat breeds | Husky, Golden, Lab | 8–12 weeks | 6 weeks after visit |
| Curly/Wavy coats | Poodle, Doodle, Bichon | 6–8 weeks | 4 weeks after visit |
| Wire/Rough coats | Schnauzer, Terrier | 8–10 weeks | 6 weeks after visit |
| Smooth/Short coats | Beagle, Boxer, Dachshund | 12–16 weeks | 10 weeks after visit |
| Long silky coats | Maltese, Yorkie, Shih Tzu | 4–6 weeks | 3 weeks after visit |
| Cats | Persian, Maine Coon, Ragdoll | 6–8 weeks | 5 weeks after visit |
In Mailchimp, add a custom merge field called BREED_TYPE. When you add a new client, tag them with their breed group. This lets you send reminders at the right time interval for their specific dog, not a generic "time to rebook" message.
1
Import Your Client List and Create Breed Segments
Export your client list from your scheduling software (MoeGo, 123Pet, PetLinx, or even a spreadsheet). You need: owner name, email, pet name, breed, last visit date.
Import into Mailchimp. Create custom fields for: PET_NAME, BREED_TYPE, LAST_VISIT_DATE. Then tag each contact with their breed group (Double Coat, Curly, Wire, Smooth, Long Silky, Cat).
📸
📸
Screenshot: Mailchimp audience import with breed type custom field mapping
If you have clients with multiple pets, create a separate contact record for each pet or use a note field to track the additional animals. The rebooking interval is driven by the breed that needs grooming most frequently.
Also create a segment called "Lapsed, 90+ Days" for anyone whose last visit date is more than 90 days ago. These are your win-back targets.
2
Build Your Grooming Interval Reminder Automation
This automation runs after every completed grooming appointment. Set it up once and it runs forever.
Day of Visit
Thank-You Text or Email"[Pet Name] looked absolutely adorable today! 🐾 Here are your aftercare notes: [any specific instructions]. Next appointment recommended in [X] weeks."
Week 4–6 (breed-specific)
Rebooking Reminder Email"[Pet Name]'s next grooming is coming up! [Breed type] dogs do best when groomed every [X] weeks, would you like to book for [suggested date range]?"
Week 6–8 (if no booking)
Second Reminder, Urgency"[Pet Name] might be getting a little shaggy! 😄 We have some openings next week, [booking link]"
In Mailchimp, set this up as a Customer Journey triggered when LAST_VISIT_DATE is updated. The timing branches based on BREED_TYPE tag, curly coats get the 4-week reminder, smooth coats get the 10-week reminder.
📸
📸
Screenshot: Mailchimp Customer Journey with breedtype branching and rebooking reminders
3
Create Your Seasonal Newsletter Calendar
A quarterly newsletter with genuinely useful pet care tips is one of the best retention tools you have. Here's the 4-newsletter calendar, each one maps to a grooming concern that's actually relevant to that season:
| Send Month | Theme | Tip Topics | CTA |
|---|
| March | Spring Shedding Season | Managing the spring blow coat, de-shedding treatments, matting prevention | "Book a de-shed treatment →" |
| June | Summer Safety | Paw pad protection, avoiding heatstroke with long coats, safe summer trim lengths | "Summer trim appointment →" |
| September | Back-to-School Season | Fall coat changes, Halloween safety for pets, updating your pet's info on file | "Fall grooming appointment →" |
| November | Holiday & Winter Prep | Holiday grooming timing (book early!), salt and ice paw care, winter coat maintenance | "Book holiday appointment →" |
Each newsletter should be short, 3 tips, 2-3 sentences each, one photo (use your own pet photos or free Unsplash images), and one clear CTA. The tone should be warm and helpful, like a message from a friend who happens to be a dog expert.
📸
📸
Screenshot: Mailchimp seasonal newsletter with dog photo header, spring shedding tips
4
Set Up a New Client Welcome Sequence
When someone books with you for the first time, you have a chance to turn a one-time customer into a loyal client for years. A 3-email welcome sequence sets expectations, builds trust, and reduces first-visit anxiety (especially for nervous pets).
Day of Booking
Booking Confirmation + "What to Expect"Explain your intake process, what to bring, drop-off/pick-up expectations. Helps nervous first-timers feel prepared.
Day After Visit
Post-Visit Follow-Up"How did [Pet Name]'s first visit go? We'd love to hear from you, and if you have any feedback, please let us know before posting anywhere else." + Review request link.
Week 3
Early Rebooking Nudge"[Pet Name]'s coat looked beautiful after their appointment! [Breed type] dogs do best on a [X]-week grooming schedule. Ready to rebook? [booking link]"
5
Launch a Win-Back Campaign for Lapsed Clients
Clients who came once and never returned are a goldmine. They already know you. Often they lapsed because they just forgot, found it inconvenient to call, or assumed you were booked out. A short, warm email changes all of that.
Week 1
The "We Miss You (and Your Pup)" EmailWarm, personal, zero pressure. Mention the pet by name. "It's been a while since we saw [Pet Name], how's [he/she] doing?"
Week 3
The Offer EmailA small incentive to come back: "As a returning client, we'd love to offer you $10 off your next grooming. Here's how to book: [link]"
Week 6
The Farewell Email"We'll stop reaching out after this, but if you ever need us, we're always here for [Pet Name]. Book anytime: [link]"
3 Copy-and-Paste Email Templates
Template 1: Grooming Interval Reminder (for Doodles/Poodles)
Subject: [Pet Name]'s next grooming is coming up 🐾
Hi [Owner Name],
It's been about 4 weeks since [Pet Name]'s last visit, which means it's time to start thinking about the next appointment!
Poodles, Doodles, and curly-coat breeds do best when groomed every 6-8 weeks. Waiting longer can lead to matting, especially around the ears, armpits, and collar area.
We have a few spots open this week and next. Here's the booking link:
[Booking link]
If you have any questions or want to try a new style this time around, just reply to this email and we'll note it for your appointment.
See you soon!
[Your Name]
[Grooming Salon Name]
Template 2: March Shedding Season Newsletter
Subject: Spring shedding is here, here's how to survive it 🌿
Hi [First Name],
Spring has officially arrived, and for double-coat breeds, that means the spring "blow coat" is coming. Here's what to know:
🐕 What's happening: Dogs with double coats (Huskies, Goldens, Labs, and many mixed breeds) shed their winter undercoat in the spring. This is normal, but it can be a lot.
✂️ What helps: A professional de-shedding treatment removes up to 90% of the loose undercoat in one session, dramatically reducing the fur on your furniture and floors.
🏡 Between visits: Brush your dog every 1-2 days during peak shedding season (March through May). A slicker brush or undercoat rake works best for double-coat breeds.
Ready for a de-shed treatment? Book here: [booking link]
As always, if you have questions about your specific pup's coat, just reply to this email, I'm happy to help.
[Your Name]
[Salon Name]
P.S. Spring tends to fill up fast, if you have a date in mind, grab it soon.
Template 3: Win-Back Email #1 ("We Miss You")
Subject: We miss [Pet Name]! 🐾
Hi [Owner Name],
It's been a while since we saw [Pet Name] at [Salon Name], and we wanted to check in.
How are [he/she/they] doing? We genuinely love seeing the dogs and cats who come through here, and [Pet Name] is always a highlight.
If life got busy and you've been meaning to rebook, no pressure at all, but we'd love to see you both again. Here's an easy link to grab a spot:
[Booking link]
If you've been seeing another groomer or [Pet Name]'s needs have changed, we totally understand. We just wanted to say hi.
Hope all is well with you and your family (furry members included!),
[Your Name]
[Salon Name]
[Phone]
Case Study
Linda, Pet Grooming Salon Owner, Columbus, OH
Linda ran a grooming salon out of her home with 180 regular clients. She was relying entirely on clients to rebook on their own. About 40% of clients were coming in less frequently than their breed recommended, she could see it in the matted coats that walked in the door.
She set up Mailchimp with the breed-type segments and the interval reminder automation over one Saturday morning. The first month after launching, she had 34 clients rebook who hadn't been in over 90 days. Her quarterly newsletter (she wrote the March shedding edition herself in about 25 minutes) had a 58% open rate.
Within 90 days, her average visits per client per year went from 5.2 to 7.1, nearly two additional grooming appointments per client annually. At her average ticket of $75, that was an additional $28,000 in annual revenue from the same client base.
✓ 34 lapsed clients rebooked in 30 days
✓ 5.2 → 7.1 visits/client/year
✓ +$28K/year from existing clients
✓ 58% newsletter open rate
Frequently Asked Questions
What if I use MoeGo or 123Pet, can I connect those to Mailchimp? ▼
MoeGo has a built-in marketing feature with rebooking reminders, worth checking before setting up Mailchimp separately. 123Pet connects to Mailchimp via Zapier. For any booking software, check Zapier's app directory, search your software name and you'll see what's available. If there's no direct integration, you can always export a CSV monthly and re-import to keep your list updated.
What if a client has 3 dogs with different breed types? ▼
The easiest solution is to create one contact per pet rather than per owner. That way each pet gets the right breed-specific reminder. The owner will get separate emails for each pet, which is actually a good thing, pet owners love getting personalized messages about each of their animals. If that feels like too many emails, set the reminder based on the most-frequent-grooming pet in the household.
Should I include a discount in my rebooking reminders? ▼
For active clients who are booking on their regular schedule, don't discount, they're already coming in. Save discounts for the win-back campaign (90+ day lapsed clients) where you need an incentive to get them back. Offering discounts to regular clients teaches them to wait for a deal. A friendly, personal reminder with easy booking is more than enough for most regulars.
Fill Your Calendar With Clients Who Already Love You
Set up your breed-specific rebooking reminders in Mailchimp today. It takes 30 minutes and works while you're busy grooming.
Try Mailchimp Free →
Get Expert Help →
