Cross-sell Sequence for Kennels Email Guide
Why Cross-sell Sequence Emails Fail for Kennels (And How to Fix Them)
A long-time client picks up their dog, compliments your exceptional boarding care, then casually mentions they're taking their pet to another facility for grooming next week. That's a missed opportunity, and potential revenue, walking right out your door.
Many kennels focus intently on their primary services, often overlooking the natural, adjacent needs of their existing clients. These clients already trust you with their beloved pets; they're often open to receiving more comprehensive care from a familiar, reliable source.
A well-structured cross-sell sequence isn't about aggressive selling. It's about providing solutions, anticipating needs, and positioning your kennel as the go-to provider for all aspects of a pet's well-being.
It strengthens relationships, increases client lifetime value, and ensures pets receive consistent, high-quality care. The email templates below are designed to gently guide your clients towards your other valuable services, transforming single-service clients into loyal, multi-service advocates.
The Complete 4-Email Cross-sell Sequence for Kennels
As a kennel, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Success Check-in
Celebrate their recent win and deepen the relationship
Hi [First Name],
It was wonderful having [PET'S NAME] with us for their recent stay. We hope they're settling back in comfortably at home, full of happy memories from their time at our facility.
We always strive to provide the best possible experience, and your pet's comfort and happiness are our top priorities. We loved seeing [MENTION SPECIFIC POSITIVE BEHAVIOR OR DETAIL, e.g., 'them chasing balls in the yard' or 'their wagging tail at meal times'].
We appreciate you trusting us with their care. We're grateful for clients like you who choose us again and again.
If you have any feedback about their stay, please don't hesitate to share it. We're always listening.
Best, [YOUR NAME]
This email uses the principle of reciprocity and appreciation. By celebrating their recent positive experience and asking for feedback, you deepen the client's emotional connection and reinforce their satisfaction, making them more receptive to future communications.
The Gap Reveal
Identify a related challenge they might be facing
Hi [First Name],
After a fun-filled stay at the kennel, some pets can come home a little… 'well-loved.' Think of all the play, the outdoor adventures, and the cozy naps. Sometimes, that means they might benefit from a little extra pampering.
Perhaps their coat could use a refresh, or their paws are a bit grimy from all the outdoor fun. Or maybe they just need a quiet, relaxing session to unwind after all the excitement.
It's a common challenge for many pet parents: how to bring back that 'fresh from the groomer' look and feel, especially after an active boarding period. We understand the desire to keep your pet looking and feeling their best, even after an adventure.
Best, [YOUR NAME]
This email creates a 'curiosity gap' by identifying a common, subtle problem (a pet needing a refresh after boarding) without immediately offering a solution. It uses relatable scenarios to make the client aware of a potential need they might not have consciously considered, building tension for the next step.
The Solution Bridge
Introduce your complementary service as the natural next step
Hi [First Name],
Following up on our last chat about that 'well-loved' look after boarding, we have a solution that many of our clients find incredibly convenient. We offer comprehensive grooming services right here at the kennel.
Imagine picking up your pet not just rested and happy, but also freshly bathed, brushed, and smelling wonderful. It's the ultimate 'welcome home' experience.
Our skilled groomers can provide anything from a basic bath and brush-out to a full-service styling, all tailored to your pet's specific needs and breed. It saves you an extra trip and ensures your pet receives consistent, high-quality care from a team they already know and trust.
Consider it the natural next step to ensure their comfort and cleanliness after their stay with us.
Best, [YOUR NAME]
This email acts as 'The Solution Bridge.' It directly addresses the problem identified in the previous email, positioning the complementary service (grooming) as the natural, convenient, and logical next step. It emphasizes continuity of care and the benefit of a familiar environment, reducing perceived risk.
The Easy Yes
Make it simple to say yes with a clear next action
Hi [First Name],
Ready to make your pet's post-boarding return even smoother and more delightful? Our grooming services are designed to do just that.
Booking a grooming appointment is simple. You can add it directly to your pet's next boarding reservation, or schedule a standalone visit at your convenience.
We handle everything, so you can enjoy a fresh, happy pet without the hassle. We even offer a special welcome for first-time grooming clients with us: [MENTION SMALL INCENTIVE, e.g., '10% off their first full groom' or 'a complimentary nail trim with any bath package'].
It's our way of saying thank you for exploring our full range of services. Let us take care of the details.
Your pet deserves to look and feel their absolute best. [CTA: Explore our grooming services and book now →]
Best, [YOUR NAME]
This email is 'The Easy Yes.' It removes friction by making the next step incredibly clear and simple. The inclusion of a specific, time-limited incentive (e.g., 'first-time grooming clients') creates a sense of urgency and perceived value, prompting immediate action by reducing the perceived cost of saying yes.
4 Cross-sell Sequence Mistakes Kennels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only promoting additional services at check-in or check-out. | Implement automated email sequences to nurture clients between visits, introducing complementary services when they are most receptive, not just at transactional touchpoints. |
✕ Using generic, one-size-fits-all promotions for all clients. | Segment your client list based on their pet's breed, age, or past services, then tailor cross-sell offers to their specific needs and interests (e.g., puppy classes for new clients with young dogs). |
✕ Failing to train staff on how to naturally suggest other services. | Provide regular training for your team on how to identify client needs and subtly recommend relevant services during conversations, focusing on client benefit rather than just a sale. |
✕ Not tracking which clients use multiple services. | Utilize your CRM or scheduling software to tag clients who use multiple services, allowing you to recognize their loyalty and target them with exclusive offers or 'thank you' messages. |
Cross-sell Sequence Timing Guide for Kennels
When you send matters as much as what you send.
The Success Check-in
Celebrate their recent win and deepen the relationship
The Gap Reveal
Identify a related challenge they might be facing
The Solution Bridge
Introduce your complementary service as the natural next step
The Easy Yes
Make it simple to say yes with a clear next action
Send after a successful project completion or milestone achievement.
Customize Cross-sell Sequence for Your Kennel Specialty
Adapt these templates for your specific industry.
Beginners
- Start with one complementary service you feel confident offering, like grooming or basic daycare, and perfect its promotion before expanding.
- Include a simple 'Add-on' section during your primary service booking process (e.g., 'Add a bath before pick-up?') to test initial interest.
- Create a clear, concise 'Services Menu' to hand out to clients, ensuring they're aware of everything you offer beyond boarding.
Intermediate Practitioners
- Implement a 'client journey map' to identify natural points where a cross-sell offer makes sense (e.g., after three boarding stays, offer a daycare package).
- Train your staff to ask open-ended questions during check-ins that reveal potential needs for other services (e.g., 'How does [PET'S NAME] usually unwind after a busy stay?').
- Use your email marketing tools to create automated follow-up sequences that introduce complementary services to clients who have used your primary service multiple times.
Advanced Professionals
- Develop 'bundled packages' that combine popular services at a slight discount, encouraging clients to try multiple offerings (e.g., 'Boarding + Bath + Daycare Playtime').
- Analyze your client data to identify which service combinations are most popular, then proactively promote these 'power pairings' to new and existing clients.
- Explore strategic partnerships with local pet trainers, veterinarians, or specialty pet stores, offering reciprocal cross-promotions that expand your service ecosystem.
Industry Specialists
- Create highly specialized cross-sell offerings that align with your niche (e.g., for a senior dog kennel, offer geriatric massage or specialized medication administration training).
- Position your cross-sells as essential extensions of your specialized care, deepening the value proposition for your target clientele.
- Host exclusive workshops or informational sessions for your niche clients, introducing them to advanced care techniques or specialized products that naturally lead to your other services.
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