Upsell Sequence for Kennels Email Guide
Why Upsell Sequence Emails Fail for Kennels (And How to Fix Them)
A client just picked up their beloved dog, happy with the stay, but you missed the chance to offer that premium grooming service you know they'd love. That's potential revenue, gone.
Many kennel owners find themselves leaving significant value on the table, unaware of the untapped potential within their existing client base. It's not about pushing services; it's about enriching the pet's experience and providing greater peace of mind for their owners.
An effective upsell sequence transforms a transactional relationship into a partnership focused on total pet well-being. It helps you identify opportunities to offer enhanced comfort, specialized care, or extra pampering that aligns perfectly with what owners already want for their furry family members.
The templates below are designed to integrate into your client journey, helping you present valuable add-ons at the perfect moment, without sounding salesy or desperate.
The Complete 3-Email Upsell 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 Congrats
Celebrate their purchase and validate their decision
Hi [First Name],
We're so thrilled to confirm [PET'S NAME]'s upcoming stay with us. We know how much your pet means to you, and we're already looking forward to providing a safe, fun, and comfortable experience while you're away.
Choosing us for [PET'S NAME]'s care is a decision we don't take lightly. Our team is dedicated to ensuring every wag, purr, and playful bark is a happy one during their time here.
We believe every pet deserves the very best. While their basic stay includes everything they need for comfort, we also offer a few special touches designed to make their time with us truly exceptional.
Keep an eye out for a quick message soon about how you can make [PET'S NAME]'s stay even more memorable and stress-free for both of you.
Best, [YOUR NAME]
This email uses positive reinforcement and validates the client's decision, reducing any post-purchase dissonance. It subtly introduces the idea of 'special touches' without pitching, creating a curiosity gap for the next offer while reaffirming trust.
The Upgrade
Introduce the enhanced version or add-on
Hi [First Name],
You've already secured a wonderful stay for [PET'S NAME] at our kennel. We're committed to providing excellent care, and we know they'll be happy and well-looked after.
However, we often hear from owners who wish they could offer just a bit more, a way to ease separation anxiety, ensure extra cleanliness, or simply spoil their pet a little during their time away. That's why we created our exclusive [PRODUCT NAME] package.
It includes [SPECIFIC BENEFIT 1, e.g., an extra daily playtime session], [SPECIFIC BENEFIT 2, e.g., a calming bedtime story], and [SPECIFIC BENEFIT 3, e.g., a professional grooming session before pickup]. Imagine [PET'S NAME] returning home not just happy, but also refreshed, relaxed, and perhaps even cleaner than when they arrived.
It's a small addition that makes a big difference to their overall well-being and your peace of mind. Ready to improve their experience? [CTA: Learn more about [PRODUCT NAME]]
Best, [YOUR NAME]
This email uses the client's existing commitment by building on it. It frames the upsell as a solution to common concerns (separation anxiety, extra pampering) rather than just an additional cost. The use of specific, tangible benefits helps the client visualize the enhanced experience for their pet.
The Limited Time
Create urgency for the upsell offer
Hi [First Name],
Just a friendly reminder about our special [PRODUCT NAME] package for [PET'S NAME]'s upcoming stay. We understand life gets busy, but we wanted to make sure you didn't miss this opportunity to enhance their time with us.
This package isn't just an add-on; it's designed to provide extra comfort, mental stimulation, and a touch of luxury, ensuring [PET'S NAME] feels truly pampered and secure while you're away. Think of it as their own little vacation within a vacation.
Remember, this exclusive offer for the [PRODUCT NAME] package closes on [DATE/TIME]. After this, we won't be able to guarantee the availability of these enhanced services for their current booking.
Give [PET'S NAME] the gift of an even more extraordinary stay. It’s a simple way to show them extra love, and it brings you greater peace of mind knowing they're getting the very best. [CTA: Secure [PRODUCT NAME] for [PETS NAME] now →]
Best, [YOUR NAME]
This email creates urgency by clearly stating a deadline and implying scarcity ('won't be able to guarantee'). It reiterates the emotional benefits (comfort, luxury, peace of mind) and uses loss aversion psychology, the fear of missing out on a better experience for their pet, to drive immediate action.
4 Upsell Sequence Mistakes Kennels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming every client wants the same level of service for their pet. | Segment your client base based on pet type, owner preferences, and past purchases, then tailor upsell offers accordingly. |
✕ Only offering upsells at check-in, when owners are often rushed or stressed. | Introduce upsell opportunities proactively via email or your CRM well before their pet's stay, allowing owners time to consider and purchase. |
✕ Describing upsells with generic features rather than specific benefits for the pet and owner. | Focus on the emotional outcomes, 'a calming bedtime story for anxious pups' instead of 'extra staff interaction,' or 'peace of mind with daily photo updates' instead of 'communication package.' |
✕ Not tracking which upsells are most popular or profitable. | Use your CRM and email marketing tools to monitor conversion rates for different upsell offers, then improve your packages and messaging based on what resonates most with your clients. |
Upsell Sequence Timing Guide for Kennels
When you send matters as much as what you send.
The Congrats
Celebrate their purchase and validate their decision
The Upgrade
Introduce the enhanced version or add-on
The Limited Time
Create urgency for the upsell offer
Timing is critical. Send within days of the initial purchase.
Customize Upsell Sequence for Your Kennel Specialty
Adapt these templates for your specific industry.
Beginners
- Start with one simple, high-value upsell like 'Gourmet Treat Package' or 'Extra Playtime Session.'
- Integrate a clear upsell option into your online booking system or via a follow-up email after initial booking.
- Train your front-desk staff to casually mention the upsell benefits during check-in.
Intermediate Practitioners
- Segment clients based on pet age or breed (e.g., senior dog packages, puppy socialization add-ons).
- Test different upsell offers and subject lines to see what generates the most interest and conversions.
- Use your CRM to schedule automated upsell emails at specific points in the client journey (e.g., 3 days after booking, 2 days before check-in).
Advanced Professionals
- Implement personalized upsell recommendations based on a pet's previous stays or owner's stated preferences.
- Utilize advanced email marketing tools to create multi-step upsell sequences that tell a story about the enhanced care.
- Consider creating exclusive membership tiers that bundle premium services, offering perceived higher value.
Industry Specialists
- Focus on ultra-premium, bespoke upsells like 'Private Suite Upgrade with Webcam Access' or 'Concierge Vet Check-up.'
- Emphasize exclusivity and scarcity for high-end add-ons, positioning them as limited opportunities.
- Use professional photography and video in your upsell communications to showcase the luxurious experience.
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