Everyone loves to get free cake on their birthday. That elated feeling of getting an unexpected gift is one of the best parts of celebrating.

Receiving upsell emails with a special offer is similar to getting a prize on your big day. Except you get a surprise from a brand that you love for being a loyal customer.

The key to closing on upsell emails is to know your customer well so you can make sure that whatever upgrade or add-on you’re about to offer them will truly serve their needs. This is easiest with existing customers who are already familiar with your business.

Targeting is crucial: the more you learn about your customer’s preferences, the better you can personalize your recommendations. Use tools like integrated CRM and marketing automation to store each individual’s customer order history, which enables you to better predict their potential future purchases or interests.

Each buyer’s journey will be unique to them based on past purchases or interactions they’ve had with your business, but the bottom line is that if you’re providing a quality service or product, the customer will want to stay with you long-term.

Just like discounts and promotions, hyper-personalized upsells can be a reward for your loyal customers, improving their experience with the products they already own and encouraging them to keep their business with you.

Why Upsell Emails Are Good for Business

Upsell emails build on the existing relationship you have with your customers and the stronger that relationship is, the more likely your upsell will succeed. That’s why it’s best to start your upsell strategy with your repeat customers. They’ve already bought into your service, they know what you offer, and they may be more interested in upgrading.

Keeping customers’ eyes on what they might buy next also improves retention, which increases your ROI—it’s less expensive to retain a relationship with an ongoing customer than it is to bring in new customers.

How to Know When to Recommend an Upsell

This is where website tracking and customer data will be key. Does your customer consistently browse your site and purchase non-essential items while they’re bored at their 9-5 job? Do they add things to their cart, then leave them there for days while they decide whether or not to complete the transaction?

These indications of passive interest show that a customer is ripe for a promotional email. Whether you prompt them with an abandoned cart reminder or let them know about a new product they might be interested in, it’s a good time to nudge them. Abandoned shopping carts are also a wealth of information about customer interests, so use that data to find similar products for when you make your upsell recommendations.

After a purchase, send an order confirmation email that includes add-ons or accessories for the product the customer has just purchased. They’ve already invested in your business, and this is a good opportunity to improve their experience with the product they’ve bought. Even if they don’t jump to make another purchase right away, the add-ons will be on their mind next time they browse your store.

Remember to educate your customer on the product or service they’ve purchased by sharing links to blogs or articles from your site. Articles and customer testimonials can convert an uncertain customer into a sale, and they can also take a single sale and turn that into a repeat customer.

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