Welcome Series for Kennels Email Guide
Why Welcome Series Emails Fail for Kennels (And How to Fix Them)
A new client calls, but your booking process feels like a game of phone tag, riddled with questions and uncertainty. Many kennel owners find their initial client interactions are disjointed, leading to missed opportunities and frustrated pet parents.
You know your care is exceptional, but if clients don't feel that professionalism from the first touch, they might look elsewhere. A well-crafted welcome series turns new inquiries into loyal clients, ensuring they understand your unique care and services from the very first interaction.
It's about building trust and showcasing your professionalism before they even walk through your doors, making them feel confident in choosing you. The emails below are designed to do exactly that.
They'll help you onboard new clients smoothly, highlight your expertise, and build a lasting relationship that starts strong and stays strong.
The Complete 5-Email Welcome Series 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 Welcome
Thank them for subscribing and set expectations
Hi [First Name],
Thank you for connecting with us. We know choosing the right care for your pet is a big decision, and we're honored you're considering us.
Over the next few days, we'll share a few insights into how we ensure every pet feels safe, happy, and loved while they're with us. You'll get a peek behind the scenes and understand what truly makes our kennel special.
We believe in clear communication and peace of mind for pet parents. Our goal is to make every stay a positive experience for your furry family member, and a stress-free one for you.
Keep an eye on your inbox for our next message, where we'll share the story behind our passion for pets and the care we provide.
Best, [YOUR NAME]
This email establishes immediate gratitude and sets clear expectations for the upcoming content. It uses the principle of 'priming' by hinting at future valuable information, encouraging the recipient to open subsequent emails. It also subtly introduces the core benefit: peace of mind for pet parents.
The Story
Share your background and build connection
Hi [First Name],
Let me tell you why this matters so much to us. Years ago, I saw a gap in pet care.
Kennels often felt cold, impersonal, or simply lacked the genuine warmth and individual attention our pets deserve. I'd leave my own dog, feeling a pang of guilt, wondering if they were truly happy.
That feeling stuck with me. It drove me to create a place where I would feel completely comfortable leaving my own pets, a place where every wag, purr, and happy bark is celebrated.
We've poured our hearts into building a facility that feels like a second home. It's not just about boarding; it's about creating joyful experiences, building connections, and ensuring every pet receives the specific care they need.
This passion is the foundation of everything we do here. Tomorrow, I'll share a simple tip that can make a huge difference in your pet's next drop-off experience.
Best, [YOUR NAME]
This email humanizes your brand by sharing an origin story. It uses 'narrative transport' to draw the reader in, creating empathy and trust. By expressing vulnerability (personal experience) and demonstrating passion, it builds a deeper emotional connection, making your kennel more than just a service provider.
The Quick Win
Deliver immediate value they can use today
Hi [First Name],
Dropping off your pet can sometimes be emotional, for both of you. But there's a simple way to make the transition smoother.
Before their stay, try to maintain their regular routine as much as possible, especially around meal times and walks. Pets thrive on predictability, and keeping their schedule consistent at home helps them adapt more easily to a new environment.
Also, consider bringing a familiar item from home, a favorite blanket or a worn t-shirt with your scent. These small comforts can provide immense reassurance, helping them settle in quicker and feel more secure in their temporary space.
It's a small adjustment, but it makes a big difference in reducing anxiety and ensuring your pet starts their stay feeling calm and content. We're here to help make every part of their visit positive.
Best, [YOUR NAME]
This email provides immediate, practical value, triggering the psychological principle of 'reciprocity.' By offering a useful tip without asking for anything in return, you position yourself as a helpful expert, building trust and demonstrating your genuine care for pets beyond just your services. It also subtly educates the client on best practices.
The Deeper Value
Share a framework or insight that showcases your expertise
Hi [First Name],
Many pet parents worry about their furry friends feeling anxious or lonely while they're away. We understand those concerns deeply.
That's why we've developed our 'Comfort & Connect' framework. It's a three-part approach designed to ensure every pet feels seen, heard, and loved throughout their stay with us.
First, we focus on familiarity: maintaining routines, offering comfort items, and providing consistent sensory cues. Second, engagement: daily play, enrichment activities, and one-on-one attention tailored to their personality.
And third, transparency: regular updates and open communication with you, so you're always in the loop. This isn't just about keeping them safe; it's about enriching their time here and ensuring they return home happy and well-adjusted.
Our team is dedicated to bringing this framework to life for every single guest.
Best, [YOUR NAME]
This email showcases your expertise and unique value proposition by introducing a proprietary framework. It uses 'authority' and 'social proof' (implied by a structured approach). By naming a process ('Comfort & Connect'), you make your service tangible and memorable, demonstrating a systematic approach to pet well-being that differentiates you from competitors.
The Next Step
Point them to your core offer or content
Hi [First Name],
You've seen a glimpse into our philosophy and how we approach pet care. We believe every pet deserves a happy, healthy, and engaging experience when they're away from home.
If you're looking for a kennel that prioritizes individual attention, maintains clear communication, and provides a truly nurturing environment, we invite you to take the next step. We'd love for you to see our facility firsthand and meet our dedicated team.
A personal tour is the best way to truly understand the difference we offer and get all your questions answered. Ready to give your pet the best home away from home?
Visit our website to schedule a tour or book their next stay. We can't wait to welcome your furry family member. [CTA: Schedule a Tour or Book Now →]
Best, [YOUR NAME]
This email provides a clear and direct 'call to action' (CTA) after building value and trust. It summarizes the core benefits and reinforces the unique selling points, guiding the recipient toward the desired next step. The CTA is specific and low-friction (schedule a tour), reducing perceived effort and increasing conversion likelihood, capitalizing on the established trust.
4 Welcome Series Mistakes Kennels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Overwhelming new clients with a flood of paperwork and rules on their first visit. | Drip-feed essential information through a welcome series and provide a simple, digital checklist before arrival, making the first visit smooth and welcoming. |
✕ Failing to visually showcase the cleanliness, safety, and fun environment of your facility. | Offer a virtual tour video or a photo gallery of happy pets enjoying their stay on your website and in your welcome emails, building immediate trust and excitement. |
✕ Using generic, impersonal communication that doesn't reflect your kennel's unique personality or care. | Infuse your welcome series with your kennel's story, values, and a consistent, warm tone. Personalize messages where possible to make clients feel like part of your community. |
✕ Not providing clear next steps or a low-friction way for new inquiries to engage further. | Include a prominent call to action in your final welcome email, such as 'Schedule a Tour' or 'Book a Meet & Greet,' making it easy for interested clients to take the next step. |
Welcome Series Timing Guide for Kennels
When you send matters as much as what you send.
The Welcome
Thank them for subscribing and set expectations
The Story
Share your background and build connection
The Quick Win
Deliver immediate value they can use today
The Deeper Value
Share a framework or insight that showcases your expertise
The Next Step
Point them to your core offer or content
Space emails 1-2 days apart. The first email should send immediately after signup.
Customize Welcome Series for Your Kennel Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on reassurance: Explain the drop-off and pick-up process in simple terms, detailing what to expect.
- Provide a 'first-timer' checklist: What to pack, what documentation is needed, and common questions answered.
- Emphasize safety and comfort: Highlight supervised play, individual attention, and a clean environment to ease their anxiety.
Intermediate Practitioners
- Showcase unique amenities: Mention specialized play areas, enrichment activities, or luxury boarding options.
- Highlight flexibility and convenience: Explain easy booking, extended hours, or additional services like grooming.
- Share testimonials: Feature quotes from pet parents who appreciate your kennel's specific features or improved services.
Advanced Professionals
- Detail your specialized care protocols: Explain how you handle specific dietary needs, medication administration, or senior pet care.
- Mention staff qualifications: Highlight certifications in animal behavior, first aid, or specific breed experience.
- Discuss partnerships: Reference collaborations with local veterinarians or professional trainers, demonstrating comprehensive support.
Industry Specialists
- Focus on your operational transparency: Explain your cleaning protocols, security measures, and staff-to-pet ratios.
- Highlight behavioral insights: Describe how you manage different temperaments and provide appropriate social interactions.
- Emphasize professional communication: Detail how you provide updates on pet behavior, health, and progress during their stay.
Ready to Save Hours?
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