Win-back Sequence for Kennels Email Guide
Why Win-back Sequence Emails Fail for Kennels (And How to Fix Them)
Your best client from last year just posted photos of their dog at a competitor's kennel. You feel a pang of disappointment, wondering why they didn't come back to you.
Many kennel owners experience this quiet drift. Past clients, once loyal, simply forget to rebook, get distracted, or assume you're too busy.
It's not a reflection of your care, but often a lapse in consistent communication. A well-crafted win-back sequence isn't about chasing business, it's about reminding valued clients of the exceptional care their furry family members received with you.
It re-establishes connection, highlights your unique services, and makes it easy for them to return. The templates below are designed to reignite those relationships, ensuring your runs stay full and your clients feel remembered and appreciated.
The Complete 4-Email Win-back 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 Remember
Remind them of the value they received
Hi [First Name],
Remember [PET'S NAME]? We still talk about their hilarious antics during their last stay with us.
That wagging tail and happy bark always brightened our day, and we loved seeing them settle in so quickly. We often think about the joy [PET'S NAME] brought to our kennel.
We focused on making sure they had plenty of playtime, comfortable naps, and all the individual attention they deserved. Knowing they were happy and safe gave you peace of mind while you were away.
Our team prides itself on creating a true home-away-from-home experience. We know how much your pet means to you, and that trust is something we never take lightly.
We'd love to welcome [PET'S NAME] back whenever their next adventure calls for a cozy, caring retreat.
Best, [YOUR NAME]
This email uses the power of nostalgia and emotional connection. By recalling specific, positive memories of their pet, it bypasses a hard sell and taps into the client's affection for their animal, subtly reminding them of the positive experience they had with your kennel.
The Update
Share what is new since they last engaged
Hi [First Name],
It's been a little while since [PET'S NAME] stayed with us, and we've been busy making things even better for our furry guests. We're always striving to enhance the experience, both for pets and their owners.
Since your last visit, we've expanded our outdoor play yards, adding more shaded areas and new enrichment toys designed to keep energetic pups engaged and happy. We also introduced specialized small-group walks for our shyer guests, ensuring everyone gets tailored attention.
Our team has also completed advanced training in positive reinforcement techniques, so every interaction is even more focused on comfort and building trust. Plus, our new online booking system makes scheduling easier than ever.
We'd love for you to see the improvements firsthand. We think [PET'S NAME] would especially enjoy our new [specific feature, e.g., splash pad for dogs].
Best, [YOUR NAME]
This email uses the principle of novelty and perceived value enhancement. By highlighting recent improvements and new services, it addresses potential reasons for their absence (e.g., seeking something new elsewhere) and shows continuous dedication to quality, making a return more appealing.
The Offer
Give a special incentive to return
Hi [First Name],
We truly miss having [PET'S NAME] with us, and we want to make it easy for them to return to their favorite spot. As a valued past client, we're extending a special invitation just for you.
For their next stay, enjoy a complimentary upgrade to one of our premium suites, or receive a free grooming session during their visit. It's our way of saying thank you for trusting us with your beloved companion in the past.
This special offer is available for bookings made within the next [NUMBER] days. We'd love to give [PET'S NAME] the extra pampering they deserve.
Simply mention this email when you book, or use code [CODE] if reserving online. We can't wait to see that happy face again!
Best, [YOUR NAME]
This email employs the psychological triggers of reciprocity and scarcity. The exclusive offer makes the client feel valued, while the time-sensitive nature creates urgency, encouraging immediate action rather than procrastination.
The Final
Last chance before you move on
Hi [First Name],
This is a gentle reminder that our special welcome back offer for [PET'S NAME] is about to expire. We truly hoped to have them back enjoying our care, and we wanted to give you one last opportunity.
The complimentary upgrade or free grooming session for their next stay will no longer be available after [DATE]. We understand schedules can be busy, but we don't want you to miss out on this chance to give [PET'S NAME] that extra special experience.
We value the trust you placed in us previously, and we believe our services continue to offer unparalleled peace of mind and joy for your pet. If we don't hear from you, we'll assume your needs have changed for now.
If you're still considering bringing [PET'S NAME] back, please book by [DATE] to claim your offer. We'd be delighted to welcome them.
Best, [YOUR NAME]
This email utilizes loss aversion, a powerful psychological principle where people are more motivated to avoid losing something than to gain something of equal value. By clearly stating the offer's expiry, it creates a sense of finality and prompts action to prevent missing out.
4 Win-back Sequence Mistakes Kennels Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming past clients will naturally remember to rebook for their next vacation or trip. | Implement automated follow-up sequences in your CRM or email marketing tool that gently remind them of upcoming holidays or peak booking seasons well in advance. |
✕ Failing to capture feedback or reasons for departure when a client doesn't rebook, leading to repeated issues. | Send a concise, non-intrusive survey after a client's absence to understand their evolving needs or any concerns, which can inform future service improvements and win-back strategies. |
✕ Sending generic 'come back' messages to all inactive clients, regardless of how long it's been or their pet's specific needs. | Segment your inactive client list based on factors like last booking date, pet's age, or services previously used, then tailor your win-back messages to resonate more deeply with their specific situation. |
✕ Only reaching out to past clients when you have an empty spot or a direct offer, making the communication feel transactional. | Cultivate an ongoing relationship by occasionally sharing valuable pet care tips, local pet-friendly event updates, or heartwarming stories from your kennel, positioning yourself as a trusted resource, not just a service provider. |
Win-back Sequence Timing Guide for Kennels
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Kennel Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on capturing detailed pet and owner preferences during the first stay, so future win-back emails can be highly personalized and recall specific details.
- Set up automated email sequences in your email marketing tool for clients who haven't booked in 3, 6, and 12 months, starting with gentle reminders before offering incentives.
- Actively encourage first-time clients to leave reviews immediately after their stay; positive social proof can be a powerful re-engagement tool for future communication.
Intermediate Practitioners
- Segment your inactive clients by the type of service they last used (e.g., boarding, daycare, grooming) and tailor win-back offers specifically to those services or related upgrades.
- Implement A/B testing on your win-back subject lines and call-to-actions to refine your messaging and discover what truly motivates your specific client base to return.
- Introduce a 'loyalty points' system that awards past clients points for returning, which can then be redeemed for services or discounts, making their return even more appealing.
Advanced Professionals
- Integrate your CRM with your scheduling software to trigger highly personalized win-back campaigns based on predictive analytics of when a client is likely to need your services again.
- Develop multi-channel win-back strategies, combining email with SMS reminders or even personalized voicemails for high-value inactive clients, ensuring your message is seen.
- Create exclusive 'alumni' events or content (e.g., advanced pet training webinars, meet-and-greets) for past clients, building a sense of community and providing value beyond direct service offers.
Industry Specialists
- For specialized kennels (e.g., senior dog care, specific breed boarding), emphasize your unique expertise and the specific benefits your specialized services offer in win-back messages.
- Offer niche-specific incentives, such as a complimentary 'senior spa day' for an older dog or a free 'agility taster' session for an for an active breed, directly appealing to their pet's needs.
- Share testimonials or success stories from other clients whose pets benefited specifically from your specialized care, building trust and demonstrating your unique value proposition.
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