Re-engagement Sequence for Kennels Email Guide
Why Re-engagement Sequence Emails Fail for Kennels (And How to Fix Them)
You notice a familiar name missing from your booking calendar. Again.
It's a common scenario for many kennels: an once-regular client simply stops booking. They loved your service, their pet thrived, but somehow, they drifted away.
The silence is more than just a missed booking; it's a lost relationship and potential future revenue. A well-crafted re-engagement sequence isn't about chasing old clients.
It's about reigniting a connection, reminding them of the exceptional care you provide, and making it easy for them to return. It transforms dormant leads into loyal clients, filling those empty slots with pets you already know and love.
The emails below are designed specifically for kennels. They're ready-to-use templates structured to gently bring past clients back into your fold, ensuring your facility stays vibrant and full.
The Complete 4-Email Re-engagement 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 Miss You
Acknowledge the silence and show you care
Hi [First Name],
We've noticed it's been a little while since we last saw your beloved pet at our facility. We hope everything is wonderful with them.
We often think of the unique personalities that brighten our days here, and we remember the joy your pet brought to our team. We pride ourselves on creating a home away from home, filled with expert care and loving attention.
We truly miss seeing their happy wagging tail, playful antics, or contented purrs. If there's anything we can do to help, or if you just wanted to share an update on how they're doing, we'd genuinely love to hear from you.
Best, [YOUR NAME]
This email taps into emotional recall and the pet owner's affection for their animal. By focusing on the *pet* and expressing genuine care rather than a sales pitch, it creates a warm, non-threatening opening for re-engagement. It subtly reminds them of the positive experience they once had without asking for anything in return.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
Life gets busy. We understand that sometimes, things just slip through the cracks, or circumstances change.
But we wanted to gently remind you of the peace of mind that comes with knowing your beloved pet is receiving expert care, loving attention, and engaging playtime while you're away. Many of our clients tell us they value our daily photo updates, specialized feeding plans, or secure outdoor play areas most.
It's those little details that make a big difference, ensuring your pet is happy and healthy in your absence. When you're planning your next trip or simply need a trusted place for your pet, remember we're here.
Reserving a spot is easy through our online booking system, available any time.
Best, [YOUR NAME]
This email uses the principle of 'peak-end rule' by reminding the client of the positive experiences and specific benefits they received. It re-establishes the value proposition without being pushy, focusing on the *outcome* (peace of mind) rather than just the service itself, connecting back to their past positive feelings.
The Survey
Ask what they actually want from you
Hi [First Name],
As we're always striving to improve our services and better understand the needs of pet owners like you, we had a quick question. We've noticed you haven't booked with us recently, and we're curious if there's anything specific that has changed for you or your pet's care requirements.
Your feedback is incredibly valuable to us. Would you mind taking a moment to share what's most important to you when choosing pet care, or if there's anything we could do differently?
You can simply reply to this email, or if you prefer, click here to share your thoughts in a brief survey: [SURVEY LINK]
Best, [YOUR NAME]
This email employs the principle of reciprocity and active listening. By genuinely asking for feedback, you show you value their opinion, making them more likely to re-engage. It also uncovers potential objections or new needs, allowing you to tailor future communication or services based on real client input.
The Breakup
Give a final chance before removing them
Hi [First Name],
This is our last message to you for a while. We've missed having your pet stay with us, and we've tried to reach out to see if there's anything we could help with or if your needs have changed. To ensure our communications are only going to those who genuinely want to hear from us, we'll be removing your email from our active client list at the end of this week. If you'd like to stay connected and receive updates, special offers, or simply keep us in mind for future pet care, please click here to confirm your interest: [RE-ENGAGE LINK]
Best, [YOUR NAME]
This email uses loss aversion and scarcity. By stating a clear deadline for removal, it creates a sense of urgency and the potential loss of future benefits, prompting action from those who are still interested but procrastinating. It also serves to clean your email list, improving deliverability and engagement metrics.
4 Re-engagement Sequence Mistakes Kennels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Believing a client is 'gone forever' after their last booking and not attempting re-engagement. | Implement a structured re-engagement sequence through your CRM, aiming to reconnect and understand why they left. |
✕ Sending only promotional emails to inactive clients, making them feel like just a transaction. | Focus on value, genuine care for their pet, and solving their potential problems first, before offering services. |
✕ Failing to segment inactive clients or track reasons for churn after a re-engagement attempt. | Use your email marketing tools to tag inactive clients, track their engagement with re-engagement emails, and learn from feedback to refine your approach. |
✕ Requiring inactive clients to jump through hoops (like calling during business hours) to re-book. | Provide clear, easy-to-access links to your online scheduling software or a direct reply option in every re-engagement email. |
Re-engagement Sequence Timing Guide for Kennels
When you send matters as much as what you send.
The Miss You
Acknowledge the silence and show you care
The Value Reminder
Remind them why they subscribed
The Survey
Ask what they actually want from you
The Breakup
Give a final chance before removing them
Use after 30-90 days of no opens or clicks.
Customize Re-engagement Sequence for Your Kennel Specialty
Adapt these templates for your specific industry.
Beginners
- Start with a simple CRM to track client history and last booking dates; a spreadsheet is a good first step.
- Focus your first re-engagement email on expressing care and asking how their pet is doing, rather than an immediate pitch.
- Use your email marketing tool's basic automation features to schedule a 'miss you' email 3-6 months after a client's last stay.
Intermediate Practitioners
- Segment your inactive clients by type of pet or length of their last stay to personalize re-engagement messages.
- Integrate a short, anonymous survey into your re-engagement sequence to gather practical feedback on why clients stopped booking.
- Experiment with A/B testing different subject lines for your re-engagement emails to see what resonates best with your audience.
Advanced Professionals
- Implement dynamic content in your re-engagement emails, automatically pulling in the pet's name, last service date, or even a past photo if your CRM allows.
- Develop a multi-channel re-engagement strategy, combining emails with targeted social media ads or even a personalized postcard for high-value clients.
- Analyze re-engagement rates and client feedback to identify common churn reasons and proactively address them in your onboarding or ongoing communication.
Industry Specialists
- Tailor re-engagement messages to highlight the specialized care relevant to their pet (e.g., 'Remember our specific care for senior dogs?').
- Offer exclusive content or resources related to their pet's specific needs as part of the re-engagement, demonstrating ongoing expertise.
- Include testimonials from other specialist clients in your re-engagement emails to reinforce your unique value proposition.
Ready to Save Hours?
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