Email marketing campaigns have an average return on investment of 36 times, meaning every dollar spent on email marketing works hard to increase revenue. An upsell email marketing strategy additionally works hard to turn one-time buyers into regular customers. Effective upselling emails show customers how to get more out of a product they already love or introduce them to products they may like based on past purchases.
The brands that master the upsell strategy don’t just boost revenue for themselves; they improve customer experience by simplifying and improving the daily lives of the people who purchase their products. Explore upsell email examples to get a better sense of what approaches might work for your business.
What is an upsell email?
An upsell email is a message sent to existing customers encouraging them to buy a premium product or service or other items that complement the ones they’ve already purchased. Unlike acquisition emails that target new leads, upsell emails focus on increasing the average order value from customers who’ve already invested in your brand.
The goal is simple: increase revenue by helping customers get more value. If someone bought a $40 skin care set, the upsell might be a serum that enhances the results—or a subscription plan so they never run out. A good upsell email doesn’t feel like a hard sell. It feels like a helpful suggestion at the right moment.
Why upsell emails matter
Acquiring a new customer costs five times more than selling to an existing customer. Plus, customers who’ve already purchased from you are more likely to buy again because they already trust your brand and your products.
Upsell emails directly impact the total revenue you can expect from a customer over the entire relationship, which is known as customer lifetime value. When you successfully upsell, you’re not just increasing a single transaction; you’re creating repeat revenue that keeps growing over time. Turning single orders into ongoing relationships through bundles, subscriptions, or product ecosystems is essential for maximizing revenue.
Effective upsell campaigns do more than drive revenue—they improve the customer experience. When someone buys a candle, suggesting a matching diffuser isn’t just pushy—it can be thoughtful, too. When a shopper buys a camera, recommending a travel case or memory card helps them get more out of their purchase. These small, relevant nudges can help build trust and loyalty. The best upsell email examples solve a pain point or fill a need the customer already has while providing added value.
Upsell email examples
The best upsell email campaigns boost revenue and improve the customer experience by helping people discover products that are the right fit for their lifestyle. These real-world examples show different approaches to creating an effective strategy:
Complete the set
This type of upsell email example works well for apparel, beauty, and home brands. It suggests products that complement an item the customer has already bought. This upsell email example from Dollar Shave Club offers 25% off shaving essentials that can be used alongside the brand’s most popular item: razor blades.
Why it works: It’s visually cohesive and feels like a natural extension of products the customer already loves. It also includes a photo of the full set and an appealing incentive (25% off and free shipping). Casual language like “get ’em” makes the tone feel conversational and friendly rather than like a sales pitch.
Post-purchase add-on
Post-purchase upsell emails reach customers when they’re still excited about their purchase and in buying mode. These may be perceived as less pushy because they suggest complementary products that legitimately enhance what the customer just bought.
This example from Dollar Shave Club is sent right after purchase, and customers are encouraged to “Toss more” in their box (the brand’s term for an order). It builds on the excitement of the original purchase, suggesting practical accessories that enhance the shaving experience with clear CTAs.
Why it works: The key is relevance based on user behavior and past purchases. If someone just bought a skin care product, it’s not a random ask to suggest others that complement it. The high-quality images showcase multiple items that add value, without overwhelming the customer. Including a limited-time discount (free shipping if you toss it in the box in the next 24 hours) creates urgency without looking desperate. This cross-sell strategy increases average order value naturally.
Milestone upgrade
Milestone emails celebrate customer achievements, birthdays, or anniversaries as a natural moment to suggest products during key customer lifecycle stages. This upsell email example from Stanley feels personal because it sends birthday greetings and suggests products that fit their horoscope.
Why it works: The upsell strategy here is personalizing a customer’s birthday email to showcase products they may want to buy as gifts for themselves. Including early access, hand-picked items, or exclusive benefits makes it feel designed especially for them. This personalized approach can make a huge difference in conversion rates compared to generic promotional emails.
Seasonal bundle
Seasonal upsell emails take advantage of major buying moments to suggest upgrades or discounted bundled products. These work because customers are already spending money during the holidays or other festive times of the year, making them ideal for implementing cross-sell strategies. Sayso, a company that sells ready-to-make cocktail sachets, sent a Valentine’s Day email upselling a spritz kit.
Why it works: If your product is seasonal, it makes sense to lean into getting existing customers to buy more types. Sayso bundles this Spritz Kit along with $10 off to increase average order value while making customers feel like they’re getting a deal.
Usage-based upsell
These types of email are sent out according to how customers use your product. This is perfect for consumables and replenishable goods—including supplements, cleaning products, and pet food. Dollar Shave Club offers its subscription as a way for customers to save money and remove friction from the buying process.
Why it works: Timing based on user behavior feels less like a sales pitch and more like a solution. The email arrives between purchases. It’s framed as a way to remove potential friction, making sure they won’t run out.
Best practices for upsell emails
Three timing and targeting strategies separate successful upsell campaigns from spam. Master these fundamentals before crafting your first message:
Time your upsells to customer life cycle stages
The right moment matters more than the perfect message. Someone who just signed up for your brand’s emails isn’t ready for an upsell. Wait until the customer likes what you have to offer. For physical goods, this might mean sending an upsell email 10 to 30 days after delivery, depending on the product type.
Watch for trigger points: the end of a free trial period, after they’ve made multiple purchases, or when they’re browsing a new collection. Use your customer data to identify patterns in when customers typically order. Track key metrics, like purchase frequency, to optimize your timing and improve conversion rates.
Segment your upsells based on purchase behavior
Not every customer should get the same email. Use your customer data to segment them based on average order value, product categories purchased, or buying frequency. Personalized emails may enhance customer lifetime value.
Your high-value customers might respond to premium product recommendations or exclusive bundles. Budget-conscious shoppers might prefer value packs or cost-saving subscriptions. First-time buyers need different upsells than loyal customers who’ve purchased five times. Look at what complementary products customers typically buy together, then use that data to personalize your upsell suggestions.
Make the upsell feel natural, not forced
Nobody likes being chased around the internet by a product they looked at once. The fastest way to be that brand and tank customer relationships is by overdoing it with a hard sell. Your upsell emails should feel like a helpful friend, not a stalker.
Including educational content, customer stories, and value-driven messages helps your messages appear less self-serving. When you do send an upsell email, acknowledge how the customer interacts with your brand. Give them an easy out with language like “Not ready yet? That’s fine, we’ll check in later.” Avoid aggressive language, countdown timers, or shaming people about their purchasing habits. The goal is to invite customers to consider more, not guilt them into it.
Upsell email examples FAQ
What do you say when you’re upselling?
Focus on the value your customers will gain, not just the features you offer. Start by acknowledging which products or services they’ve already used, then explain how the upgrade solves a specific pain point or unlocks a new benefit. Keep the tone helpful, not pushy, and include social proof, like customer testimonials or usage stats, to show others have benefited from adding to their orders.
How do you upsell without being pushy?
The keys are timing and relevance. Only send upsell emails strategically, such as when they are about to run out of a product. Frame the upsell as added value, not a sales pitch. It also helps to show how the upgrade solves a problem they’re already experiencing, and to include content that doesn’t ask for anything from them.
What are the four stages of upselling?
First, analyze your customers’ user behavior, purchase history, and engagement patterns to find who’s most likely to buy more of your products. Then, time your upsell by sending messages when your customers may be more receptive. Present the value by showing specific benefits based on product use or past purchases. Finally, follow up thoughtfully with customers who didn’t convert initially by offering additional information, addressing concerns, or providing a limited-time discount.
