A 3-wave sequence that brings pets back for their annual exam, before vaccines lapse and records go inactive. Bring a spreadsheet, no CRM required.
Start FreePet 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 that greets the owner by first name, followed by a personal call that names the pet, is what gets the appointment booked.
3 waves over 7 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 Your Pet's Annual Checkup" · Offer: Annual wellness exam at standard rate · QR to booking.
The card greets the owner by first name. Pet photo or breed-friendly imagery on the front. The follow-up call lands about 5 business days after delivery (the default; you can set 1 to 10) and references the pet by name, read from the contact record: "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 reaches everyone still in the sequence, including the price-sensitive owners who passed 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 your pet'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 a long gap, 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, the first-name greeting, 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. Pet name and last visit stay on the contact record for the call.
Wave 1 prints with each owner's first name merged into the greeting. Drops into USPS within 1–2 business days. Call queue auto-populates 5 business days after delivery (the default; you can set 1 to 10).
Pre-loaded scripts reference the pet by name. A call logged as qualified ends that pet's wave.
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:
8:1 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 on your first annual plan.
Single-wave postcard campaigns · Unlimited contacts · From $1.04/piece
Everything in Free + calls, sequencing · From $0.91/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.
See all veterinary campaigns →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 about 5 business days after delivery, 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.
No. A postcard can merge the owner's name, phone, email, city, state and ZIP plus your clinic's name, phone and address, and the layouts greet the owner by first name. The pet's name is not a field you can place on the card. Keep it in your CSV: it stays on the contact record so the front desk can say it on the follow-up call, and you can split the list by species or pet type to run one campaign per group.
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 7-week cycle, broader hook. The Vaccination Reminder playbook is a tighter 2-wave, 2-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.
Only if they are on your list. PostKnock mails whoever is in the file you import, so leave out pets that recently came in for an exam. A pet whose call is logged as qualified leaves the 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.
Start Free1 ANA (Association of National Advertisers), Response Rate Report 2023, published February 2024.