eCommerce EMAIL DEEP DIVE series: Cross-Sell/Upsell (8 of 10)
Why?
DTC is notorious for one-time purchases.
You can change that by strategically selling to your best customers and getting them to buy from you again and again and again.
So who are your best customers? They're your repeat customers ("VIPs") and the ones who just bought from you for the first time.
Do you have a product that complements a previous purchase (cross-sell)? Have a subscription service that auto-delivers your popular products or a better version of a previous purchase (upsell)? Offer it.
Focus on helping your customers make the most out of their purchases. Not for you, but for them. Make sure they know their options!
Upsell Email Analysis: Athletic Greens
What makes this email great?
Copy focuses on the customer benefits
Clear explanation of what's included
Perk/offer
Placement of testimonial
Nice, clean design
What can be improved?
The "let's connect" button threw me off. Focus on one CTA!
How to do it: Two emails
• Email #1 - Usually send after your thank you sequence finishes.
Sample: KiwiCo
Focus on the "why?" here. Why should I upgrade? Why should I get XYZ? Give a great offer as well to entice the customer.
• Email #2 - A few days after Email #1
Sample: Postmates
Reiterate your offer and remind them why it's a good idea to upgrade or how the complementary product you're recommending can make their previous purchase better.
Subject Lines
Want an upgrade?
Never Pay For Delivery Again
