Downsell Sequence for Tattoo Artists Email Guide
Why Downsell Sequence Emails Fail for Tattoo Artists (And How to Fix Them)
A client just walked out of your studio without booking. You spent an hour on the consultation, and now it feels like wasted time.
Many tattoo artists find themselves in this exact situation. Someone loves your work, they're excited, but then the price of their dream piece feels just out of reach.
That's not a lost client. That's an opportunity.
A downsell sequence allows you to offer a smaller, more accessible service that still gets them in the chair, builds trust, and keeps them in your ecosystem for future, larger pieces. These templates are crafted to gently guide potential clients from 'not now' to 'let's start here,' ensuring your time and talent never go unrewarded.
The Complete 3-Email Downsell Sequence for Tattoo Artists
As a tattoo artist, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
I understand that sometimes, the vision for a tattoo doesn't quite align with the immediate budget or schedule. Your dream piece is an investment, and it's important that you feel completely ready to commit to it.
There's no pressure from my side. My goal is always to create incredible art that you'll love for a lifetime, and that starts with finding the right fit for you.
If you're still thinking about getting some new ink, but perhaps on a smaller scale, I wanted to share a few alternative options.
Best, [YOUR NAME]
This email uses empathy and validates the client's decision, preventing them from feeling pressured or guilty. By acknowledging their potential reasons for not booking, you build trust and keep the door open for future engagement, positioning yourself as understanding rather than purely sales-driven.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Following up on our conversation, I wanted to present an alternative that might be a perfect starting point for your tattoo journey with me. I've put together a special offer, [PRODUCT NAME], designed for clients who want to experience my work without the full commitment of a larger piece.
This could be a smaller, custom design, an unique flash piece, or even a gift voucher for a friend. It's a chance to get some fresh ink, see my process first-hand, and build that connection.
Think of it as a taste of the quality and care I put into every tattoo, a way to get started and see what we can create together.
Best, [YOUR NAME]
This email introduces the downsell offer as a solution to their stated (or implied) objection, reframing it as a positive 'starting point.' By offering a concrete, smaller alternative, you reduce the perceived risk and cost barrier, making it easier for the client to say 'yes' and begin their relationship with your studio.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
This is a quick reminder about the [PRODUCT NAME] offer I mentioned previously. It's been a popular option, and I wanted to make sure you didn't miss out if you were considering it.
This special opportunity will be closing on [DATE/TIME]. Many clients have found it to be the perfect way to get a new piece, or even a thoughtful gift, without the commitment of a larger project.
If you've been thinking about getting some new ink, but a smaller piece feels more right for now, this is your chance. Don't let this opportunity pass by.
Best, [YOUR NAME]
This email uses the principle of scarcity and urgency, a powerful psychological trigger. By setting a clear deadline, you encourage immediate action from clients who might otherwise procrastinate. The reminder frames the offer as a valued opportunity that others are taking, adding social proof and fear of missing out.
4 Downsell Sequence Mistakes Tattoo Artists Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only offering large, custom tattoo projects. | Develop a range of smaller, more accessible 'flash' designs or fixed-price options to cater to varying budgets. |
✕ Failing to follow up with clients who didn't book immediately. | Implement an automated email sequence to re-engage potential clients with alternative offers or valuable content. |
✕ Not clearly communicating payment plan options or gift vouchers. | Proactively mention flexible payment solutions or the availability of gift certificates as a downsell during consultations. |
✕ Focusing solely on the price of a tattoo rather than its value. | Emphasize the artistic skill, quality of materials, and lasting nature of the artwork, even for smaller pieces. |
Downsell Sequence Timing Guide for Tattoo Artists
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Tattoo Artist Specialty
Adapt these templates for your specific industry.
Beginners
- Create a dedicated 'starter' flash sheet with approachable designs and clear pricing.
- Offer a free, brief design consultation to build rapport before discussing commitment.
- Highlight client testimonials from first-time tattoo recipients to ease anxieties.
Intermediate Practitioners
- Develop a themed 'mini-series' of designs that are smaller versions of your signature style.
- Promote limited-time offers on specific body placements that are quicker to tattoo.
- Use your CRM to identify clients who previously inquired but didn't book, and target them with downsell options.
Advanced Professionals
- Offer 'concept consultations' as a paid downsell, where clients get detailed sketches without committing to the full tattoo.
- Create exclusive merchandise or art prints inspired by your work as an alternative purchase.
- Host private 'flash events' for existing clients, offering smaller, unique pieces at a special rate.
Industry Specialists
- Design small, iconic elements related to your specialty (e.g., a single Japanese wave, a miniature blackwork pattern) as downsell options.
- Offer 'taster sessions' for a specific technique, allowing clients to experience your unique approach.
- Educate clients on the cultural or historical significance of smaller, specialized pieces to increase their perceived value.
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