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Email Marketing Made Easy: A Beginner’s Guide for Busy Dog Trainers

Hey dog people!


You started your dog business to work with dogs—not to become a full-time marketer.


And yet here you are, juggling Instagram posts, trying to beat the algorithm, and wondering why all this effort isn’t bringing in more of your dream clients.





Your Email List Is a Goldmine—You Just Haven’t Mined It Yet


If you’ve been stuck in the feast-or-famine cycle, pouring energy into content that disappears in 24 hours, it’s time to start building something that’s yours.


That’s what email marketing offers—a simple, sustainable way to connect with the right people and turn followers into paying clients, on your terms.


And here’s the best part: you don’t have to be “good at tech” to do this.


In this guide, you’ll learn how to start email marketing from scratch (or revive that dusty MailerLite account you haven’t opened since 2022).


We'll cover how to build your list, what to actually say, and how to use a simple email sequence to make sales—without feeling salesy.




Why Email Marketing Still Matters for Dog Trainers


Let’s be real: social media is getting louder and harder to keep up with.

But your email list? It’s quiet, direct, and it belongs to you.


Here’s why email marketing works so well for dog businesses:

  • You own your list. No algorithm. No sudden shadowbanning. It’s your audience on your terms.

  • Higher engagement. People check their inboxes more consistently than social media apps.

  • It builds trust. Consistent emails let potential clients get to know you before they book.

  • It works long-term. A great email written today can still bring you clients months from now.


Think of your email list as the warm, welcoming front porch to your business—where people step in, sit down, and start to trust you.


“You don’t own your Instagram followers, but you do own your list."



Building Your Email List from Scratch (Even If You Have Zero Subscribers)


No list? No problem.


Here’s how to get started:


✅ Step 1: Create a Lead Magnet

This is your free offer that people get in exchange for their email. Keep it simple and highly relevant:

  • A PDF: “5 Quick Fixes for Leash Pulling”

  • A checklist: “What to Bring to Your First Training Session”

  • A video: “3 Enrichment Games to Tire Your Dog Out (Without Leaving the House)”


💡 Short and snackable always wins. Think one problem, one solution.



✅ Step 2: Make It Easy to Sign Up

Use your email marketing platform (like MailerLite, Flodesk, or ConvertKit) to create a sign-up form or landing page.


Then—promote it everywhere:

  • Add it to your Instagram bio link

  • Share it weekly in your Stories

  • Mention it in Reels or Lives

  • Put it on your website homepage


This is how you gently move followers from “just browsing” to “wants what you offer.”




What to Say in Your Emails (Without Overthinking It)


Here’s the million-dollar question: What the heck do I say in these emails?


The goal is to build connection and offer value—not just sell. That means mixing up your email content into a few simple categories:


📚 Teach something

  • “3 Mistakes I See Dog Parents Make During Training”

  • “What Every Puppy Owner Needs to Know About Socialization”


🧠 Share your perspective

  • Tell a story about a recent client breakthrough

  • Talk about your training philosophy

  • Show what makes you different


🛠 Recommend tools

  • Favorite treats, leashes, toys (bonus: use affiliate links!)

  • Behind-the-scenes gear you use


💬 Be real

  • Share a behind-the-scenes win

  • Reflect on burnout or boundary-setting

  • Talk about what fuels your passion for dogs


Every email doesn’t need to be a masterpiece. Just show up like a real human helping real dog people.




Set It and Forget It with an Email Sequence


Once someone joins your list, don’t just leave them hanging.


This is where a simple email sequence comes in—a series of pre-written emails that automatically go out over a few days or weeks. Think of it like your digital welcome mat.


Here’s a basic 3-email starter sequence:

  1. Welcome Email

    • “Hey, so glad you’re here! Here’s your freebie.”

    • Introduce yourself and what kind of emails they can expect.

  2. Value Email

    • Teach something helpful.

    • Share a tip, a resource, or bust a common myth.

  3. Offer Email

    • Invite them to book with you.

    • Include a link to your calendar or services page.


You only have to write this sequence once—but it can work for you 24/7.




How Often to Email (And How to Stay Consistent Without Burning Out)


Consistency builds trust.


But consistency doesn’t mean constant.


Here’s a quick cheat sheet:

  • ✅ Minimum: 1x per month (bare minimum to stay relevant)

  • ✅ Sweet Spot: 2-4x per month (ideal for staying top of mind)

  • 🚫 Avoid: Going dark for months, then suddenly showing up to sell


If you’re not sure where to start, commit to just one email every other week. Block off 30 minutes. Write like you’re talking to a client you really like. Done.




email marketing Tools to Make It All Easier


You don’t need fancy tech to start email marketing. Here are a few beginner-friendly platforms to consider:

  • MailerLite: Free to start, very user-friendly.

  • Flodesk: Gorgeous templates and easy automations.

  • ConvertKit: Great if you want to grow into digital products later.


Pick one and keep it simple. Done is better than perfect.




You Don’t Need to Be a Marketer—Just a Communicator


You already know how to teach. You already know how to build relationships with your clients.


Email marketing is just doing that—digitally.


Start with one email. One story. One solution.


Then keep going.


Before you know it, your inbox will be filled with dream clients replying, “This is exactly what I needed. How can I work with you?”




FREE Marketing Masterclass for Dog Trainers 

You can use organic marketing to build genuine connections and completely transform your marketing for dog training strategy. 


There are people out there right now looking for your dog training service—let’s make sure they find you and your dog business! 


Ready to simplify your marketing strategy and see real results? Organic Marketing is the best way to completely transform your Dog Training Business. 


In this free marketing masterclass, you can steal my exact system to copy and paste right into your dog business. No paid ads required!


Unlock the power of Organic Marketing with my proven strategy, The Triple Channel System.


Sign up for my free Marketing Masterclass, UNLEASH Your Visibility, below:



Your dog nerd friend,

Mattison





About Me

I’m Mattison Skoog-Simpson, a certified dog trainer and behavior consultant (CPDT-KA, CDBC) with a degree in advertising and a background in corporate system solutions.


I help professional dog trainers and dog business owners implement strategic Organic Marketing plans in their business and use social media to reach their dreamiest clients without breaking the bank or burning out.


Follow me on Instagram @TheDogBizNerd and @FreedbyTraining.



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