What if you could tap into your (al)most loyal customers and nudge them to spend more on your products? Or upgrade to higher-priced options?
Upsell emails can make that happen for your eCommerce brand.
But the question is, how do you write a high-converting upsell email?
Can you implement best practices from other eCommerce upsell examples?
Is there a template you could replicate to drive sales?
Keep reading as we answer these questions.
This post covers:
7 Upsell email examples & what you can learn from them
How to write brilliant upsell emails
Upsell email templates you can copy
Difference between upsell and promotional emails
Promotional emails are like a friendly nudge from an online store.
They pop into your inbox to give you a sneak peek into the newest products, sweet deals, or can't-miss discounts.
It's their way of saying, “Hey, check this out and grab a bargain!” while also keeping you in the loop and hopefully getting you to click that 'buy now' button.
Here’s a promotional email example from Neiman Marcus.
On the other hand, upsell emails encourage customers to purchase a higher-end product than they initially considered or to add more features to their current purchase.
These emails typically target customers who have already shown interest in a brand's products or services, leveraging their existing engagement to maximize the customer's lifetime value (LTV).
A case in point is this upsell email example from Harry’s. It nudges customers who’ve added a razor to their shopping cart to also buy the foaming shave gel and after-shave moisturizer.
SourceThe most critical part of an upsell email is writing the copy that taps into the buyer’s mindset.
7 Upsell email examples & what you can learn from them
1. Show don’t tell (Doe Lashes)
Your upsell products are higher priced than the other products. The show-don't-tell approach uses visual storytelling to convey the message.
In the case of Doe Lashes – the Jasmine Le Starter pack is a bundle of lashes that are higher priced ($65) compared to the average price of $10-15/pack for the other products.
If you’re using visual storytelling in your upsell emails, cheesy stock photos won’t cut it. Use original, high-quality images that grab the reader’s attention and the information is easy to absorb.
Some tips to get the most out of your visual storytelling upsell emails:
- Figure out a central message and make it the central focus of your email (for example, Doe Lashes focuses on the Jasmine Le starter pack)
- Keep the copy to the minimum and let the visuals do the talking
- Add images of real people wherever possible (to increase relatability)
- Condense your message to a few visuals to avoid too much cognitive load
2. Show off your unique personality (Barkbox)
As per Lucidpress, companies that have consistent branding generate up to 10-20% higher revenue than those that don’t.
However, maintaining the same branding and tone across single and multi-channel campaigns is tough.
Let’s take a pause and answer this question: Do your upsell emails show your brand’s unique personality? Do they have the same look, feel, and tone across the website, social media, emails, and any other channel you employ?
Here’s an upsell email example from the monthly treat and toy subscription brand Barkbox:
The tone is light, shows what items come in the package to maximize conversions, and has the image of a happy dog and pet owner.
The tone aligns with the brand’s messaging on social media platforms and the website.
If you’re selling a subscription, make it easy for your customers to upgrade. It could be as simple as clicking on the CTA “upgrade now” which takes them to the landing page for the subscription from where they can directly checkout.
3. Encourage quick decision-making (OiOi)
Your upsell emails should encourage users to make a fast decision on the products. The faster the shopper makes the decision, the more likely they will be happy with the purchase.
The eCommerce nappy bags brand OiOi nails this concept in two ways:
- Firstly by selling bundles and
- Secondly by reducing the risk.
Bundle deals encourage customers to purchase more and save more. Secondly, a 30-day free returns policy and 12-month warranty mean the brand is reducing the risk for their customers.
The best part about bundles is you avoid choice paralysis by choosing the products on your customer’s behalf.
Plus, consider combining user generated content (photos) into a GIF to show the product in action.
Going a step further, for customers who buy two or more products, give an additional discount.
4. Add social proof to upsell emails (Brooklinen)
The best part of adding social proof on marketing assets such as upsell emails is that it helps increase your conversion rate. For example, a brand was able to increase form submissions by 8.65% by highlighting ratings of their previous webinars in their registration flow. The result was $543,400 in annual revenue gains.
So how can you use social proof in your upsell emails?
Taking a leaf out of the eCommerce upsell email example by Brooklinen, let your email subscribers know how many reviews your product has received.
Upon clicking on this email to claim the offer, the reader is taken to the landing page for bath towels and satin sheet set. Each individual product page has more social proof in the form of how many people have this product in their cart and individual product reviews.
If you were to add social proof to your eCommerce upsell emails, here’s how you can do so:
- Add specific reviews related to the upsell products in the email
- Show the product in action with real-life images
- Select the best reviews from your Twitter/Instagram, then embed & link them in the email
- Take the “Ask us anything” approach - let your customers know they can share their objections in the same email thread and your brand experts will help them
Consider adding social proof to the higher-priced product that you’re upselling. This can nudge the buyer into opting for that product.
5. Upsell related products (Simon Jersey)
You must’ve come across related products on product pages. Typically they’re found beneath the product description.
Simon Jersey applies the same concept to its upsell emails.
When your visitor has added a product to their cart, send an upsell email recommending products to complete the look.
How can you do so?
Using Convertcart’s Engage, segment customers based on their shopping behavior or when the shopper adds certain items. This way, you send upsell emails to customers who are ready to spend more.
In fact, commerce upsell emails are a great way to boost your average order value.
6. Upsell your subscriptions (Nature Made)
Since selling to an existing customer is easier than acquiring a new one, leverage this route to upsell your subscriptions.
Nature Made, an eCommerce brand for vitamins and supplements targets customers to opt for a multipack subscription rather than a single-item purchase.
A post-purchase email is a great way to upsell since these customers have recently purchased from your brand.
Your upsell email should show customers they’re getting a good deal. This could be in the form of a discount, free shipping, or a freebie.
There’s no rule of thumb for recommending products.
Make sure the products are personalized based on the browsing history, in related categories, near to the price range of the product added to the cart, or in a way that fits with the shopper’s socio-economic & demographic profile.
7. Use gift guides in your upsell emails (Kjaer Weis)
Consumers turn to online shopping during the holiday season for ease and convenience. One way to upsell your products and increase your holiday sales is by creating gifting guides that help shippers find the best gift options, as quickly as possible.
DTC luxury makeup brand Kjaer Weis sends subscribers a dedicated email with the subject line “A gift for everyone.”
The email has bundles as well as individual products (under the tag - Fan Favorites.)
While this email is relatively simple, consider recommending gifts at different pricing levels so that shoppers know where to start. Have a separate landing page where you can categorize the products further based on price, personality, and best sellers.
You'll also like to read: 25 Email Marketing Tips to Increase Sales (+ Amazing Examples)
How to write brilliant upsell emails
1. Play on the emotions
What if you were getting a great product at a price slightly higher than the original price: if it was highly rated and at a discounted price? It’s something you’d consider buying, right?
Intensify the shoppers emotional connection to the higher-priced product by proving it’s better (through ratings, reviews, testimonials) than what they’ve added to the cart.
2. Provide more context
When presenting an upsell product, especially at a higher price, context makes all the difference.
What if you were buying hiking shoes, and if the product description drilled down to the specifics “perfect for hiking in the mid,” would you mind buying the mid-cut alternative (slightly higher priced) to the low-cut shoe?
A vivid picture of the benefits and scenarios in which the upsell item outperforms the original choice, can help convert doubtful shoppers.
Look at how ingeniously Driftaway Coffee crafts their upsell emails?
3. FOMO in the subject line
The most effective FOMO subject lines strike a balance between urgency and value.
Some ways to do so:
- Use dynamic words and emojis to convey urgency and exclusivity, like “Last Chance for VIP Sneakers! 🏃♂️✨” or “Unlock Early-Bird Access to our Premium Range! 🌟🔓”
- A flashing bolt 💥 to show discounts on fast-selling products (with a higher cart order value)
- Adding 🛒 🏃 emojis to showcase flash deals/limited discounts on products
Indicate immediate action or target the shopper's desire to be part of an elite group that gets the best deals or products.
4. Optimize for mobile users
Since more emails are opened on mobile devices than ever before, optimizing for the mobile shopper is non-negotiable. Some tips to get started:
- Limit the subject line to 40 characters
- Mention the value proposition at the beginning of the email
- Add a preheader text for extra details
- Single column layout
- Left align your email copy
- Optimize the email load time by keeping the email code as light as possible
5. Track upsell email metrics
Each upsell email campaign offers data that can inform your future strategies. The metrics you should monitor are:
High open rates correlate with compelling subject lines that resonate with the customers.
If your open rate is low, revisit the subject line strategies or refine your segmentation to ensure they’re reaching the most receptive audience segments.
The CTR is a direct measure of the email’s content effectiveness, including the appeal of the upsell offer, the clarity of the message, and the strength of the call-to-action (CTA).
Conversion rates provide direct feedback on how well the entire email journey is aligned—from the moment the customer opens the email to the point of making an upsell purchase.
Let’s see some e-commerce upsell email examples and what stands out in each email: the tips that you can implement to get started.
Upsell email templates you can copy
Email template 1
Subject Line: Guess what's better than your current fav?
Hey [Customer's First Name],
We've noticed how much you've been enjoying the [product they purchased] – it's like watching a friendship blossom! 🌱
But what if we told you there's a next-level version just waiting to knock your socks off?
Meet the [Upgraded Product Name]. It's got:
- A touch more luxury (because who doesn't like a bit of pampering?)
- Our fastest-selling and highest-rated product
Check It Out → [Product Link]
Life's short, [Customer's First Name]. Grab the upgrade you're bound to fall in love with.
See you on the other side,
[Your Brand]
Email template 2
Subject Line: Your [Product Feature] experience is about to hit 💯
Hi [Customer's First Name]!
You and your [product they purchased] seem like the perfect pair – it's a match made in heaven. ✨
We’ve got something to make that connection even stronger. [Deluxe Product Name]!
Here's the scoop:
- It’s our best-seller
- Best suited for your use
- Recommended by influencers/customers (share social media review screenshot)
We're offering a [15% discount] just for you if you upgrade in the next 2 days.
Go Deluxe → [Upsell Product Link]
Let’s not settle for great when we could go for 'amazing,' right?
Cheers to being awesome,
[Your Brand]
Email template 3
Subject Line: Your [Product Name] Just Got a Glow-Up! ✨
Hey [Customer's First Name],
You know that feeling of slipping into your favorite pair of jeans? Comfortable, familiar, just right. That's the vibe we got when you picked up our [product they purchased]. 💖
Now, imagine if those jeans suddenly got a sprinkle of stardust, transforming them into the ultimate denim dream. That's kind of what we did with our latest creation.
Drumroll, please... 🥁
Introducing the [Upgraded Product Name]! It's like [product they purchased], but with a cherry on top:
- Features that'll make you feel like royalty.
- A style upgrade that'll have your friends asking, "Where'd you get that?"
- It's the star of our show, earning standing ovations in reviews!
Peek the Upgrade → [Product Link]
Life's an adventure, [Customer's First Name], and the [Upgraded Product Name] is your new stylish sidekick. Ready to take the leap into a world of upgraded awesomeness?
Catch you on the better side,
[Your Brand]
Email template 4
Subject Line: Imagine [Product Purchased], but with superpowers.. 🚀
Hey [Customer’s First Name],
If your [product purchased] was a superhero, it would probably be a friendly neighborhood hero (not the hero you’re thinking). But even heroes get upgrades, and that’s exactly what’s happened with [product].
Meet [upgraded product name] - the same product but now with a cape!
- [Features] that save the day (and time)!
- A sleek, new look that’s turning heads in [city, region, country]
- Power-packed performance that’s blown our customer’s minds.
Check it out - [Product Link]
It’s time to embrace your inner hero with [upgraded product name], [customer first name].
To infinity & beyond,
[Your brand]
Email template 5
Subject Line: Unlock Exclusive Perks with [Premium Product Name]!
Hi [Customer's First Name],
Hope you're loving your [product they purchased] – it's a crowd favorite for a reason! But what if we said there's more in store for you?
🌟 Enter [Premium Product Name] – where excellence meets innovation. 🌟
Why upgrade, you ask? Here's the scoop:
- Next-Level Quality: Think the luxury of cashmere meets the strength of steel.
- Advanced Features: We're talking state-of-the-art tech that's ahead of its time.
- Exclusivity: You'll be part of an elite club that knows the true meaning of opulence.
Still pondering? How about this – upgrade to [Premium Product Name] within the next 48 hours and we'll sweeten the deal with a [special discount or gift].
[Yes, I Want to Upgrade!]
Remember, [Customer's First Name], the best moments in life come when you decide to elevate your standards.
Elevate Yours,
The [Your Brand] Family
P.S. This upgrade isn't just a product, it's a lifestyle shift. Are you ready to make the leap?
Related reading:
13 Triggered Email Examples That Actually Drive Conversions
40 Discount Email Templates (& Examples) for eCommerce Stores
Best-Performing Holiday Email Templates for eCommerce (+ Brand Examples)
How to Increase Email Marketing ROI (Updated 2024)
Make your upsell emails outperform
Upsell emails are a great addition to your email marketing strategy.
However, most eCommerce store owners don’t even see email as a serious revenue stream.
Ask them about the importance of email marketing, and you'll hear: “we don’t really have a major strategy,” “we mostly use generic templates,” or “we just send emails to people on our list.”
BUT AT THE SAME TIME:
There are stores out there that drive 30%+ of their revenue from email marketing.
Engage can help you do the same - Book a free demo.
We’ll show you:
- workflows we can create for your store,
- proven ways to drive 30% or more $$ from email alone, and
- successful templates and strategies from your industry (and others).
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