If a customer has just made a purchase or created a paid account, you have their full attention. So what should you do with that attention before it moves on? Show the customer the next step. The next step will vary by business and customer, but you can take inspiration from big business. First, there's Frontier . For low-cost airlines, upselling is more of a business model than a marketing tactic, so they have experience with these emails. In the order confirmation email, the company displays upsell and cross-sell options. Source: very good emails. What's clever, however, is that these additions are positioned as a checklist. While most of the checklist items benefit Frontier results, they're still useful for passengers who want to feel organized and prepared.
Frontier took an upsell email and turned it into meaningful content. Airbnb takes a similar approach. The email below is another order confirmation message, but there is a cross-sell for Airbnb Experiences below. In the days leading up to the planned trip, Airbnb will send more experiences available for purchase. Similar to Frontier, this is cross-selling Image Masking Service which is a bit like content marketing in an email. Here is their confirmation email: Source: very good emails. And here's an additional cross-sell email for the city you're heading to: Source: very good emails. How to steal this trick: Once someone has purchased your product, are there any add-ons that provide additional value to your customers? Consider adding them to your upsell email. Use cross-sells and up-sells with caution, especially when presenting them right after a purchase.
Someone just bought an entry-level plan? Celebrate their choice rather than pointing out what they lack with their lower tier product. Cross-selling feels less like a marketing tactic if fused with resources and content. Where to start ? The secret to creating high-converting upsell emails is finding the perfect mix of when to send, who to send it to, and what to suggest. If only! Upgrading your upsell email strategy will take a bit of work, but here's how to prioritize where to start. Do you have any upgrades or cross-sells that customers do on their own? Look for pairs of products purchased together or try to understand the context of a user upgrading their monthly plan. This will be your lowest fruit.