Downsell Sequence for Kennels Email Guide
Why Downsell Sequence Emails Fail for Kennels (And How to Fix Them)
A pet owner just walked away from your kennel, citing price. Did you just lose a client forever?
It's disheartening when a potential client declines your primary service. You've invested time, shown them around, explained your care standards.
But a 'no' to your premium package doesn't have to mean a 'no' to your business entirely. Many kennel owners find that a single rejection often masks a different need, a different budget, or a different timeline.
This isn't a failure of your service; it's an opportunity to offer a more tailored solution. A well-crafted downsell sequence allows you to pivot, presenting a valuable alternative that meets them where they are.
It keeps your kennel top-of-mind, builds trust, and converts a 'no' into a 'yes' for a different, still profitable, service. Below are three battle-tested email templates designed to recover those lost leads and turn them into happy clients.
The Complete 3-Email Downsell Sequence for Kennels
As a kennel, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
It's tough when a potential client decides your premium boarding or training services aren't the right fit right now. We understand that every pet owner has unique needs, and sometimes our comprehensive packages might not align with immediate budgets or specific situations.
We want to ensure every pet gets the care they deserve, and every owner finds a solution that works for them. We truly value your interest in our kennel, and we're here to help.
We've been thinking about your recent inquiry and believe we might have an option that could be a better starting point for you and your beloved companion.
Best, [YOUR NAME]
This email uses empathy and validation. By acknowledging their decision and showing understanding, you disarm potential defensiveness and keep the communication channel open. It positions your kennel as a problem-solver, not just a service provider, building goodwill and trust.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Following up on our last conversation, we heard you loud and clear about your specific requirements. While our premium [PREMIUM SERVICE] might not have been what you needed at this moment, we have another option that could be a perfect fit: our [DOWNSOLD SERVICE].
This service offers focused care for [SPECIFIC BENEFIT OF DOWNSOLD SERVICE], providing a secure and enriching environment for your pet without the full scope of our most extensive package. It's an excellent way to experience our commitment to pet welfare.
It’s designed for owners who need reliable, quality care for [DURATION/SITUATION, e.g., a shorter stay, daily exercise] without the extended features. You still get our experienced staff, clean facilities, and peace of mind.
Best, [YOUR NAME]
This email employs the principle of 'anchoring' and 'framing'. By first presenting the premium service, then introducing the downsell, the alternative appears more affordable and accessible. It frames the downsell as a tailored solution, not a lesser option, directly addressing their stated or implied needs.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
This is a quick heads-up regarding our [DOWNSOLD SERVICE] offer. We've been delighted by the interest, and we're nearing capacity for bookings at this special rate.
This is your last chance to secure quality care for your pet at this accessible entry point. Many pet owners have found this to be the perfect way to ensure their companions are well-cared for, even when their primary options aren't available.
It’s a smart choice for peace of mind. If you've been considering this option for your furry family member, please act soon.
We don't want you to miss out on getting your pet the attention they deserve.
Best, [YOUR NAME]
This email uses scarcity and loss aversion. By stating that the offer is 'nearing capacity' and emphasizing 'last chance,' it creates a sense of urgency. The fear of missing out (FOMO) is a powerful motivator, prompting recipients to act quickly to avoid the regret of a lost opportunity.
4 Downsell Sequence Mistakes Kennels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only offering a single, high-priced boarding package. | Create tiered service options, like basic boarding, extended stay with extra playtime, or specialized care packages. |
✕ Not following up after a client declines the initial service. | Implement an automated downsell email sequence to offer alternative, lower-priced services or shorter duration options. |
✕ Assuming budget is the only reason a client says 'no'. | Offer solutions that address other potential concerns, such as limited time (e.g., half-day daycare), specific behavioral needs, or a trial period. |
✕ Using generic, impersonal follow-up messages. | Personalize downsell offers based on the client's original inquiry and expressed needs, making the alternative feel specifically designed for them. |
Downsell Sequence Timing Guide for Kennels
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Kennel Specialty
Adapt these templates for your specific industry.
Beginners
- Focus downsell on essential care: basic overnight stays, short-term daycare.
- Emphasize the safety and comfort of their first kennel experience.
- Offer a 'first-time visitor' special for a shorter duration to build trust.
Intermediate Practitioners
- Downsell to specific enrichment activities or training add-ons with basic boarding.
- Highlight flexibility: offer customizable packages for varying stay lengths or specific playtimes.
- Introduce loyalty programs that start with a downsell service and build up.
Advanced Professionals
- Downsell to specialized care components, e.g., medication administration only, specific dietary needs management.
- Offer 'a la carte' services from premium packages, allowing them to pick and choose.
- Position the downsell as a strategic choice for specific, temporary needs rather than a budget constraint.
Industry Specialists
- Downsell to breed-specific care options, focusing on unique needs of their particular breed.
- Offer a specialized 'behavioral check-in' service if they initially inquired about full training.
- Highlight specific environmental controls or tailored exercise routines relevant to their niche pet.
Ready to Save Hours?
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