Launch Sequence for Kennels Email Guide
Why Launch Sequence Emails Fail for Kennels (And How to Fix Them)
You've poured your heart into creating a new premium boarding experience. The runs are spotless, the enrichment toys are ready, but your announcement email lands with a whimper. **That's not a marketing problem.
That's a sequence problem.** A single email can't carry the weight of a launch for a new service or program. Your clients need to be warmed up, educated about the value, and nudged, strategically, over several days.
That's what a launch sequence does. It builds anticipation before bookings open, handles common client objections while they're open, and creates urgency before they close.
The templates below are designed to move your clients from "interested" to "booked" without sounding desperate or pushy.
The Complete 5-Email Launch Sequence for Kennels
As a kennel, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Teaser
Build anticipation before the cart opens
Hi [First Name],
We've been quietly working on something truly special here at [YOUR KENNEL NAME] for the past few months. It started with a simple idea: how can we offer an even deeper level of care and engagement for your beloved pets?
Not just the usual routine. Not a minor adjustment to an existing service.
The real stuff. The kind of dedicated attention and enrichment that leads to happier, more balanced dogs and true peace of mind for you.
It's almost ready. Next [DAY OF WEEK], we're opening the doors to a limited number of clients for our new [YOUR SERVICE/PROGRAM NAME].
We'll share all the details very soon. But we wanted you, as a valued client, to hear about it first.
Stay tuned for more.
Best, [YOUR NAME]
This email creates curiosity and a sense of exclusivity. By hinting at something new and valuable without revealing all details, it taps into the human desire for novelty and special access. The phrase 'we wanted you to hear about it first' makes the reader feel like an insider, building anticipation without a direct sales pitch.
The Story
Share why you created this and build connection
Hi [First Name],
Let me tell you why this new offering means so much to us. For a long time, we noticed a common concern among many pet owners: finding truly personalized care that goes beyond basic needs, especially when life gets busy or a pet needs extra support.
The options often felt generic, or simply didn't address the unique personality of each dog. We felt that gap, not just as kennel operators, but as pet parents ourselves.
We wanted to create a solution that offered genuine peace of mind and tangible benefits for every dog. So we researched.
We designed. We tested.
We poured our expertise into crafting something exceptional. Tomorrow, we're opening enrollment for our new [YOUR SERVICE/PROGRAM NAME].
It's everything we wished existed for our own furry family members, and for yours. We'll send you the full details in the morning.
Best, [YOUR NAME]
People connect with stories, not just services. This email humanizes your kennel by sharing a relatable origin story rooted in empathy and a desire to solve a real problem. It builds trust by demonstrating vulnerability (identifying a gap) and authority (creating a solution), making the upcoming offer more meaningful.
The Pitch
Full offer reveal with clear benefits
Hi [First Name],
The doors are officially open. Enrollment for our new [YOUR SERVICE/PROGRAM NAME] is now available!
Here's what your beloved pet (and you) will gain: • [FEATURE 1], [One-line benefit, e.g., 'Tailored enrichment activities to boost their happiness'] • [FEATURE 2], [One-line benefit, e.g., 'Personalized attention from our dedicated staff'] • [FEATURE 3], [One-line benefit, e.g., 'Regular photo updates so you can see their joy'] • [FEATURE 4], [One-line benefit, e.g., 'Flexible scheduling to fit your busy life'] Plus, for a limited time, these special bonuses: • [BONUS 1], [Value statement, e.g., 'A complimentary grooming session during their stay'] • [BONUS 2], [Value statement, e.g., 'Exclusive access to our 'Happy Tails' online community'] Price: [STARTING PRICE] (or [X] convenient payments of [AMOUNT]) Enrollment for this inaugural group closes on [DATE]. This is the only time we're offering this specific program this [SEASON/YEAR].
If you've been waiting for the perfect way to give your pet an unparalleled experience, this is it. [CTA: Secure your spot now →]P.S. We're offering a [SPECIAL INCENTIVE, e.g., free upgrade/discount] for everyone who enrolls in the first 48 hours. [CTA: See the special offer]
Best, [YOUR NAME]
This email is clear, concise, and action-oriented. Using bullet points makes the benefits easily scannable, directly addressing what the client gains. The inclusion of pricing, clear deadlines, and a strong call to action, combined with a 'P.S.' for an early-bird incentive, creates both value perception and immediate urgency.
The Objection Handler
Address the #1 doubt your audience has
Hi [First Name],
Since opening enrollment for [YOUR SERVICE/PROGRAM NAME], we've received wonderful feedback and some thoughtful questions. One common question we hear is: "My dog is [SPECIFIC TRAIT, e.g., a bit shy/very energetic/older].
Will this program truly benefit them?" It's a valid concern, and we understand that every dog is unique. Our program is designed with flexibility and individual needs in mind.
For example, if your dog is shy, our approach includes [EXPLAIN HOW YOU ACCOMMODATE, e.g., gradual introductions and dedicated quiet spaces]. For high-energy dogs, we incorporate [EXPLAIN, e.g., extended play sessions and structured activities].
We believe every dog deserves an enriching experience tailored to them. That's why we start with a personalized consultation to ensure [YOUR SERVICE/PROGRAM NAME] is the perfect match for your pet's temperament and needs.
Don't let a lingering doubt prevent your dog from experiencing this incredible opportunity. We're here to answer any specific questions you have. [CTA: Schedule a personalized consultation →]
Best, [YOUR NAME]
This email uses an objection-handling framework to address a common doubt head-on. By acknowledging the client's specific concern ("My dog is...") and then providing a clear, empathetic explanation of how the program accommodates it, it reduces perceived risk and builds confidence. The call to action for a consultation further lowers the barrier to entry.
The Final Call
Create urgency and close the sale
Hi [First Name],
This is it. The clock is ticking.
Enrollment for our new [YOUR SERVICE/PROGRAM NAME] officially closes tomorrow, [DATE], at [TIME]. This is your last chance to secure a spot for your beloved pet in a program designed to offer [REITERATE CORE BENEFIT, e.g., unparalleled care, personalized enrichment, and your ultimate peace of mind].
If you've been considering this unique opportunity, now is the moment to act. Don't let your pet miss out on [WHAT THEY'LL MISS, e.g., the joy of our specialized activities, the comfort of our premium care, or the chance to develop new skills].
Once enrollment closes, we won't be opening it again until [NEXT OPENING TIME, e.g., next season/year]. Make the decision that will bring happiness to your pet and confidence to you. [CTA: Enroll before it's too late →]
Best, [YOUR NAME]
This email uses the psychological principle of scarcity and loss aversion. By clearly stating the impending deadline and emphasizing what will be missed, it creates a powerful sense of urgency. The reiteration of core benefits and a direct, final call to action prompts immediate decision-making before the opportunity vanishes.
4 Launch Sequence Mistakes Kennels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Announcing new services or programs with a single, generic social media post or email, expecting immediate bookings. | Develop a strategic launch sequence that warms up your audience, builds anticipation, explains value, handles objections, and creates urgency over several days. |
✕ Focusing solely on the features of a new service (e.g., 'we have new runs') rather than the benefits for the pet and owner. | Translate every feature into a tangible benefit. Instead of 'new runs,' explain 'spacious, sanitized individual suites for ultimate comfort and security'. |
✕ Underestimating the emotional connection clients have with their pets, leading to transactional-only communication. | Weave empathy and storytelling into your messaging. Share why you created the service, acknowledge common pet owner anxieties, and speak to the deep bond between humans and animals. |
✕ Not providing clear, specific calls to action in marketing, leaving clients unsure of the next step. | Every piece of communication should have a single, clear call to action, whether it's 'Book a Tour,' 'View Pricing,' or 'Enroll Now,' making the path forward obvious. |
Launch Sequence Timing Guide for Kennels
When you send matters as much as what you send.
The Teaser
Build anticipation before the cart opens
The Story
Share why you created this and build connection
The Pitch
Full offer reveal with clear benefits
The Objection Handler
Address the #1 doubt your audience has
The Final Call
Create urgency and close the sale
For a 7-day launch, follow this schedule. Adjust for shorter or longer launch windows.
Customize Launch Sequence for Your Kennel Specialty
Adapt these templates for your specific industry.
Beginners
- Focus your launch on a foundational service that addresses a common pain point for new pet owners, like puppy socialization or basic obedience classes.
- Emphasize the ease of booking and the supportive, welcoming environment of your kennel to reduce any intimidation for first-time clients.
- Use your launch sequence to educate new clients about the importance of professional care and the specific benefits your kennel offers over alternatives.
Intermediate Practitioners
- When launching a new service, highlight how it complements existing offerings and helps clients progress to the next level of pet care or training.
- Use your launch sequence to showcase testimonials from existing clients who have seen positive results from your current services, building trust for new ventures.
- Consider offering tiered packages within your new service launch, allowing clients to choose options that best fit their budget and their pet's needs.
Advanced Professionals
- Position your new service as a premium, exclusive offering that solves complex challenges or provides a luxury experience for discerning clients.
- In your launch sequence, emphasize the unique expertise of your staff, specialized certifications, or state-of-the-art facilities that set your service apart.
- Target your messaging to clients who value high-level, individualized care, focusing on the outcomes and peace of mind that only your advanced program can deliver.
Industry Specialists
- Tailor your launch sequence content to speak directly to the specific needs and language of your niche audience (e.g., agility competitors, specific breed owners, rehabilitation clients).
- Showcase deep knowledge and understanding of the unique challenges and goals within your specialized area, positioning your new service as the definitive solution.
- Utilize case studies or success stories within your launch materials that resonate specifically with your niche, demonstrating proven results for similar pets.
Ready to Save Hours?
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