Referral Sequence for Kennels Email Guide
Why Referral Sequence Emails Fail for Kennels (And How to Fix Them)
You just finished a busy holiday season, but now your kennels sit half-empty. The phone isn't ringing, and the usual marketing tactics feel like a drain.
Many kennel owners find themselves in this cycle, constantly chasing new clients without tapping into their most powerful asset: happy pet parents. Imagine a steady stream of new clients arriving, already trusting you because a friend raved about your exceptional care.
That's the power of a well-structured referral sequence. It builds a community around your brand, reduces your marketing spend, and brings in clients who are a perfect fit.
When your best clients share their experience, it carries more weight than any advertisement ever could. We've crafted a simple, yet effective, referral program designed to turn your satisfied clients into your biggest advocates.
The emails below are your blueprint for consistent, organic growth.
The Complete 3-Email Referral 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 Thank You
Express genuine gratitude for their trust
Hi [First Name],
It was a true pleasure having [PET'S NAME] with us recently. We know leaving your furry family member can be tough, and we deeply appreciate the trust you placed in us.
Our team loved getting to know [PET'S NAME]'s unique personality. We made sure they felt safe, happy, and well-cared for, just like they would be at home.
We strive to create a comforting and fun environment for every guest, and we hope [PET'S NAME] enjoyed their time with us as much as we enjoyed having them. Thank you again for choosing [YOUR KENNEL NAME].
We look forward to welcoming [PET'S NAME] back for their next adventure.
Best, [YOUR NAME]
This email reinforces the positive experience and validates the client's decision. By mentioning the pet by name and specific care, it makes the message personal and memorable, strengthening the emotional bond and priming them for future engagement without any sales pressure.
The Ask
Request referrals with a clear, easy process
Hi [First Name],
We're so glad you and [PET'S NAME] had a wonderful experience with us. Your trust means the world, and we're always striving to provide the best possible care for every furry guest.
You know firsthand the peace of mind that comes with knowing your pet is in loving, capable hands. We believe every pet parent deserves that feeling.
If you know other pet owners who value exceptional care, a safe environment, and a team that treats their pets like family, we'd be honored if you'd share your positive experience. Simply tell them to mention your name when they book, or you can share our website directly.
It helps us grow our family of happy pets and grateful owners.
Best, [YOUR NAME]
This email uses social proof by reminding the client of their positive experience and appealing to their desire to help others. It frames the referral as a benefit to other pet parents, making the ask feel less transactional and more community-focused, while keeping the process simple.
The Incentive
Offer a reward or benefit for successful referrals
Hi [First Name],
We're incredibly grateful for our loyal clients, and we love seeing new furry faces join our family, especially when they come recommended by you! To show our appreciation, we've launched our new referral program.
When you refer a new client to [YOUR KENNEL NAME], and they complete their first service with us, you both get a special treat. Your friend will receive [e.g., 10% off their first stay], and as a thank you, you'll get [e.g., $25 credit towards your next booking].
It's our way of saying thanks for spreading the word about the care we provide. It's simple: just have them mention your name when they book, or use this unique link: [YOUR REFERRAL LINK].
Share the love, and enjoy the rewards!
Best, [YOUR NAME]
This email utilizes the principle of reciprocity and dual incentive. By offering a reward to both the referrer and the new client, it lowers the barrier to action and creates a win-win situation, making clients more likely to participate and feel good about doing so.
4 Referral Sequence Mistakes Kennels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Waiting for clients to organically mention referrals. | Proactively invite referrals as part of your standard client follow-up, especially after a positive stay. |
✕ Making the referral process feel like a chore for clients. | Provide clear, simple instructions, whether it's a unique link, a specific name to mention, or a quick email template they can use. |
✕ Not clearly communicating the value or benefit of referring. | Explain how their referral helps other pet parents find trusted care, and how it directly supports your kennel's growth and ability to maintain high standards. |
✕ Failing to acknowledge or reward successful referrals. | Promptly thank and provide the promised incentive to both the referrer and the new client, reinforcing their positive action and encouraging future referrals. |
Referral Sequence Timing Guide for Kennels
When you send matters as much as what you send.
The Thank You
Express genuine gratitude for their trust
The Ask
Request referrals with a clear, easy process
The Incentive
Offer a reward or benefit for successful referrals
Send after a positive outcome, testimonial, or successful project.
Customize Referral Sequence for Your Kennel Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on collecting positive reviews and testimonials first to build credibility.
- Offer a modest, tangible incentive for first-time referrals.
- Make the referral process extremely simple: 'Just tell them to mention your name!'
Intermediate Practitioners
- Integrate referral tracking into your CRM to identify top referrers.
- Create a dedicated landing page for referred clients that highlights your unique selling points.
- Consider a tiered referral program where rewards increase with more successful referrals.
Advanced Professionals
- Cultivate relationships with local veterinarians, groomers, and pet stores for professional referral partnerships.
- Offer exclusive, high-value incentives like complimentary premium services or extended stays.
- Position referrals as an introduction to an exclusive community of pet parents who value exceptional care.
Industry Specialists
- Target referral requests to specific communities like breed clubs, rescue organizations, or specialty vet clinics.
- Highlight your niche expertise in the referral message, emphasizing the unique benefits for their specific pet's needs.
- Offer incentives tailored to their specialty, such as a discount on specialized training or a free vet check-up during their stay.
Ready to Save Hours?
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