Holiday Sale Sequence for Kennels Email Guide
Why Holiday Sale Sequence Emails Fail for Kennels (And How to Fix Them)
Your most loyal clients are booking their holiday travel, but not their pet's stay. Why?
Many kennel owners assume their regular clients will simply book holiday boarding without a reminder. But in the rush of the season, even the most dedicated pet parents might overlook securing a spot, or worse, explore other options if they don't feel prioritized.
This isn't a problem with your service quality; it's a missed communication opportunity. A well-crafted holiday sale sequence ensures your kennel stays top-of-mind.
It builds excitement, offers compelling reasons to book, and creates a sense of urgency, transforming casual interest into confirmed reservations. These emails are designed to fill your runs and keep your clients' pets happy and safe during the busiest time of year.
Below, you'll find battle-tested email templates structured to guide your clients from 'thinking about it' to 'booked' for the holidays.
The Complete 4-Email Holiday Sale 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 Announcement
Launch the holiday sale with excitement
Hi [First Name],
The holidays are almost here, and with them, travel plans, family gatherings, and a little bit of beautiful chaos. For many pet parents, the biggest question is always: 'Who will care for my furry family member while I'm away?' We've been quietly preparing something to make your holiday planning a little easier, and your pet's stay with us even more delightful.
Think of it as our way of spreading some extra cheer this season. Starting [DATE], we're launching our annual Holiday Sale, packed with special offers designed to give your pet the best care and give you peace of mind.
Keep an eye on your inbox tomorrow for all the details.
Best, [YOUR NAME]
This email uses a 'curiosity loop' by announcing an upcoming event without revealing all the details. It creates anticipation and a reason for the recipient to open the next email, positioning the sale as a solution to a common holiday challenge rather than just a discount.
The Gift Guide
Position your offer as the perfect gift or solution
Hi [First Name],
The search for the perfect holiday gift can be a challenge. What do you get for the pet parent who has everything?
Or for the beloved pet who deserves the world? Consider the gift of exceptional care.
Our holiday offers aren't just about saving money; they're about providing the ultimate solution: knowing your pet is safe, happy, and loved while you celebrate. Imagine gifting a week of luxury boarding, a pampering grooming session, or even a credit towards future daycare visits.
It’s a practical, thoughtful present that truly makes a difference. This year, give the gift that brings genuine peace of mind and wagging tails.
Our Holiday Sale is live, with options perfect for every pet and every pet parent on your list. [CTA: Explore our holiday offers →]
Best, [YOUR NAME]
This email reframes kennel services as a valuable, thoughtful gift. It appeals to the emotional desire to care for loved ones (pets and pet parents) during the holidays, shifting focus from a simple transaction to a meaningful solution. It uses the emotional connection people have with their pets.
The Social Proof
Share testimonials and buyer activity
Hi [First Name],
The response to our Holiday Sale has been incredible! We're already seeing many of our valued clients securing their pet's holiday stays and taking advantage of our special offers.
It's a joy to know so many pets will be celebrating the season in comfort and safety with us. Just yesterday, [CLIENT NAME] booked their annual holiday boarding, saying, 'We wouldn't trust anyone else with Fluffy.
The holiday sale was a wonderful bonus!' Stories like this remind us why we do what we do. We're committed to providing the best care, especially when you need it most.
Don't miss out on securing your pet's spot and enjoying the benefits of our holiday savings. Our availability, especially for peak dates, is becoming limited. [CTA: Reserve your pet's holiday stay →]
Best, [YOUR NAME]
This email uses social proof and scarcity. By mentioning that others are booking and sharing a testimonial, it validates the offer and creates a fear of missing out (FOMO). The explicit mention of limited availability further drives urgency, using the psychological principle of 'bandwagon effect'.
The Last Call
Final hours of the holiday sale
Hi [First Name],
This is your last chance. Our special Holiday Sale, designed to give your pet the best care and save you money, is coming to an end tonight at [TIME] [TIMEZONE].
If you've been considering securing your pet's holiday boarding, daycare, or grooming with us, now is the moment to act. The unique offers and discounted rates disappear when the clock strikes [TIME].
Don't let this opportunity pass you by. Ensure your furry friend has a safe, fun, and loving place to stay while you enjoy your holiday celebrations. [CTA: Claim your holiday savings before it's too late →]
Best, [YOUR NAME]
This email employs extreme urgency and scarcity. By setting a hard deadline and explicitly stating 'last chance,' it triggers the psychological principle of loss aversion, people are more motivated by the fear of losing an opportunity than by gaining a benefit. The short, direct paragraphs amplify the sense of immediate action required.
4 Holiday Sale Sequence Mistakes Kennels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming clients will remember to book holiday services without a specific prompt. | Proactively send a series of targeted holiday-themed communications well in advance of peak season. |
✕ Only offering a single, generic discount for all services. | Create tiered or bundled holiday offers that cater to different client needs, such as extended stays, grooming packages, or gift certificates. |
✕ Waiting until the last minute to announce holiday availability or specials. | Start building anticipation for holiday bookings and sales weeks or even months ahead, creating buzz and allowing clients to plan. |
✕ Failing to highlight the emotional benefit of pet care during the holidays. | Focus messaging on the peace of mind for pet parents and the joyous, safe experience for their pets, rather than just the transactional aspects. |
Holiday Sale Sequence Timing Guide for Kennels
When you send matters as much as what you send.
The Announcement
Launch the holiday sale with excitement
The Gift Guide
Position your offer as the perfect gift or solution
The Social Proof
Share testimonials and buyer activity
The Last Call
Final hours of the holiday sale
Adaptable to any holiday. Adjust timing based on sale length.
Customize Holiday Sale Sequence for Your Kennel Specialty
Adapt these templates for your specific industry.
Beginners
- Start with a simple email marketing tool to manage your client list and send basic campaigns.
- Focus your first holiday sale on your most popular service, like boarding, to keep the offer clear and easy to understand.
- Collect email addresses from every new client, explaining you'll share special offers and important updates.
Intermediate Practitioners
- Segment your client list based on past booking history (e.g., frequent boarders, daycare-only) to send more personalized holiday offers.
- Experiment with A/B testing different subject lines for your holiday emails to see what resonates best with your audience.
- Integrate your email marketing with your scheduling software to track booking conversions directly from your holiday campaigns.
Advanced Professionals
- Implement an automated holiday sales sequence that triggers based on client segments and past engagement, personalizing each step.
- Utilize dynamic content in your holiday emails to display specific offers or availability based on individual client preferences or pet profiles.
- Analyze your holiday campaign data beyond open rates to understand which offers drive the highest lifetime value for your clients.
Industry Specialists
- Craft holiday offers that emphasize exclusive experiences or premium services, aligning with your brand's luxury positioning.
- Partner with complementary local businesses (e.g., high-end pet boutiques, vets) for cross-promotional holiday bundles.
- Focus your holiday messaging on the unique, high-value solutions you provide, such as specialized care for specific breeds or advanced training packages.
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