For years, vet newsletters have been viewed as a way to stay in touch with existing clients.
They’ve helped clinics share pet health advice, promote preventative care and keep pet owners engaged between appointments.
But recent developments suggest they may become valuable for another reason as well.
As Google continues building more personalised AI experiences, the relationship between email and search is starting to become much more interesting.
What is Google Personal Intelligence?
Google recently introduced Personal Intelligence within AI Mode, an opt-in feature that allows Google’s AI to personalise responses using information from products such as Gmail, Calendar and Photos.
In simple terms, AI Mode can use information from your own Google ecosystem to provide answers that are more relevant to you.
One recent experiment by digital marketing agency iPullRank explored what happened when brands appeared in a person’s Gmail inbox and the results were interesting…
When Google Personal Intelligence was enabled, brands that already had emails in Gmail appeared in 53.6% of AI Mode responses and were often surfaced in stronger positions.
While this is still early research and the feature continues to evolve, it points towards a much bigger shift.
Google isn’t simply trying to answer questions anymore. It’s trying to personalise those answers based on what it already knows about you.
Does Google AI use Gmail?
With Personal Intelligence enabled, Google has confirmed that AI Mode can use information from Gmail to help personalise responses.
That doesn’t mean Google is suddenly recommending every business you’ve ever received an email from.
Instead, it’s another example of AI moving towards understanding people based on their own context, preferences and previous interactions.
For veterinary clinics, that’s an important distinction.
What does this mean for veterinary clinics?
Most veterinary clinics already have something many businesses spend years trying to build, an existing client base.
Every helpful newsletter, preventative care reminder or educational update contributes to an ongoing relationship with those pet owners.
Historically, that communication has helped improve retention and encourage repeat visits.
Now, it may also become another way your clinic remains part of a pet owner’s digital world.
While we don’t yet know exactly how Google will continue developing Personal Intelligence, one thing is becoming increasingly clear.
Consistent communication is becoming more valuable, not less.
Should vet clinics still send newsletters?
Absolutely! Even without AI, newsletters remain one of the most effective ways to stay connected with existing clients.
They help clinics:
- educate pet owners between visits
- explain the value of preventative care
- reinforce trust over time
- remain top of mind
- encourage repeat bookings
If Google’s personalised AI experiences continue evolving in this direction, those same newsletters may provide another benefit by strengthening your clinic’s ongoing digital relationship with pet owners.
That’s not a reason to start sending more emails, it’s a reason to keep sending valuable ones.
Does local content make newsletters more valuable?
Educational content helps build trust, but adding local content gives your communication another advantage.
Sharing stories about your clinic, introducing team members, celebrating local events and highlighting community involvement reinforces where your clinic belongs and the community it serves.
As AI systems become better at understanding context, those local signals may help strengthen your clinic’s relevance when pet owners are searching for veterinary care nearby.
Combined with consistent newsletters, local content creates a richer picture of your clinic for both pet owners and the search platforms they’re increasingly relying on.
Is email becoming part of AI visibility?
It’s still too early to say exactly how large a role email will play.
What we do know is that Google is investing heavily in more personalised search experiences, and those experiences are increasingly drawing on signals from a user’s broader Google ecosystem.
For clinics, that’s another reminder that visibility isn’t built through one channel alone.
Your website, Google Business Profile, reviews, educational content and client communication all work together to help people discover, trust and remember your clinic.
What should vet clinics do now?
Rather than trying to optimise specifically for one new feature, focus on the fundamentals that already strengthen your clinic online.
- Improve your website with helpful content and Q&As that build trust, educate pet owners and turn visitors into appointments.
- Optimise your Google Business Profile to improve local visibility, collect more reviews and increase enquiries from nearby pet owners.
- Send regular veterinary newsletters to improve preventative healthcare compliance, encourage repeat visits and keep your clinic top of mind.
- Build your presence on social media and use Facebook Ads to strengthen community engagement, increase awareness and keep your clinic top of mind.
- Invest in Google Ads to reach pet owners who have finished researching and are actively looking for a veterinary clinic to book.
Most importantly, continue communicating with the clients who already know and trust your clinic. Every helpful email, educational article and local story reinforces your relationship with pet owners while strengthening the digital presence your clinic builds over time.
Whether they find you through Google Search, AI Mode or next year’s technology, those relationships will always be one of your clinic’s greatest strengths.