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A 3-wave postcard plus call sequence that brings pets back for their annual exam — before vaccines lapse and records go inactive.
Pet owners love their pets but forget the annual exam. A single email reminder gets buried; a phone call gets ignored when caller-ID shows "vet." A postcard with the pet's name — followed by a personal call — is what gets the appointment booked.
3 waves over 8 weeks, 90-day rest cycle. Mail Wave 1 about 30 days before each pet's annual exam anniversary so the appointment gets on the calendar in time.
Headline: "Time For [Pet Name]'s Annual Checkup" · Offer: Annual wellness exam at standard rate · QR to booking.
Pet name personalization on the headline lifts recall rates by 25%+. Pet photo or breed-friendly imagery on the front. The follow-up call lands 10–21 days after delivery and references the pet by name: "Hi [Owner], this is [Rep] from [Clinic]. [Pet Name] is due for their annual wellness exam." That single name reference is the difference between a callback and a voicemail. About 60% of total recall bookings come from Wave 1.
Headline: "Don't Skip Your Pet's Annual" · Offer: Wellness package — exam + core vaccines + bloodwork at a bundled rate.
28 days after Wave 1, only to non-responders. The hook shifts to bundled value: a wellness package that includes everything the pet needs for the year at a savings vs. à la carte. This wave catches the price-sensitive owners who didn't book on Wave 1's standard-rate offer. Different design, different call script that references the package directly: "Our wellness package bundles everything [Pet Name] needs at a savings."
Headline: "Final Reminder — Annual Exam Overdue" · Offer: "Don't let [Pet Name]'s records lapse" framing.
21 days after Wave 2. Postcard only — no call. The framing is helpful, not guilt-tripping: records may go inactive after 18 months, and lapsed pets need additional services to re-establish care. After Wave 3, the pet enters a 90-day rest before re-entering the cycle. The vaccination reminder playbook (separate, 2-wave) handles the more urgent vaccine-specific timeline for pets close to lapsing.
All three waves, call timing, pet-name personalization tags, and copy direction are pre-configured. You set the offer details and your clinic branding.
From AVImark, Cornerstone, ezyVet, eVetPractice, IDEXX Neo, or Animana: export pets due for annual exam in the next 30–60 days. Include pet name, owner name, address, phone, last visit date.
Wave 1 prints with each pet's name auto-merged into the headline. Drops into USPS within 1–2 business days. Call queue auto-populates 10 days after delivery.
Pre-loaded scripts reference the pet by name. Booked appointments drop out of the sequence automatically. Vaccinated pets stop receiving wellness recall.
A typical small-animal practice has 400–1,000 pets due for annual exam in any given quarter. Here's the math on a 600-pet run:
9:1 ROI on first-visit revenue alone — before counting follow-up vaccinations, dental work, and the lifetime value of keeping each pet on schedule.
Run your own numbers in the ROI calculator.
Free to explore — you only pay when you're ready to send. 30-day money-back guarantee.
Single-wave postcard campaigns · Unlimited contacts · From $1.05/piece
Everything in Free + calls, sequencing · From $0.79/piece
Per-piece pricing includes printing + USPS First-Class postage. No hidden fees.
Four design styles, all themed for your veterinary clinic and ready to customize. Same offer, same call follow-up — just pick the look that fits your brand.
Bold
Photo
Minimal
Gradient
Front Detail
Back (Address Side)
PostKnock recall campaigns also work for
Annual wellness is the highest-ROI veterinary play, but PostKnock also runs vaccination-specific reminders and new-client welcome campaigns. See the full lineup on the veterinary hub.
Mail Wave 1 about 30 days before each pet's annual exam anniversary. That gives the owner time to receive the card, see the call queue land 10 days later, and book at a time that works. Mailing later than the anniversary date moves the pet into "lapsed" territory and response rates drop. Earlier than 45 days and the owner forgets between receipt and the actual due date.
Yes — pet-name personalization is the single biggest response-rate lift available on veterinary recall. Headlines like "Time for [Pet Name]'s Checkup" outperform generic "Time for Your Pet's Checkup" by 25–35%. PostKnock pulls the pet name from your CSV via a <pk-var> tag, so personalization happens automatically without manual edits.
<pk-var>
AVImark: Reports → Reminder Letters → export with custom date filter. Cornerstone: Reports → Patient Reminders → filter by reminder date in the next 60 days. ezyVet: Reports → Patient Reminders → export. eVetPractice and IDEXX Neo have similar reminder-export workflows. Include pet name, owner name, address, phone, last visit date, and species in the CSV.
Annual wellness recall (this playbook) is for pets due for their once-a-year exam plus vaccines plus bloodwork bundle — longer 8-week cycle, broader hook. The Vaccination Reminder playbook is a tighter 2-wave, 3-week sequence specifically for pets approaching vaccine lapse where the rabies or distemper schedule will require restarting from scratch. Use both: wellness recall for general patients, vaccination reminders for the specific vaccine-due cohort.
No. PostKnock checks the upload date and the campaign rest period (90 days for wellness recall) so pets that recently came in for an exam don't get re-mailed. Once a pet books an appointment from a call follow-up, they automatically drop out of remaining waves. You re-import your "due for annual" list from your PIMS each quarter to keep the campaign fed with current candidates.
Stop letting pets lapse 6 months past their annual. Run the recall sequence that brings them back on schedule.
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1 ANA (Association of National Advertisers), Response Rate Report 2023, published February 2024.