Cross-Sell, Upsell, Upgrade: Email Sequence Guide

Here's a tried and true sequence to encourage existing customers to buy more.

E-commerce
SaaS
Services
Current customers

Day 1: Product Introduction

Introduce your offer, and explain why it can help your customer.

Create with Hoppy Copy:

[[ tool:product_update_email_v3 | Product Announcement Email > ]]

Consider:

  • Mention the product they recently purchased (or were recently looking at), or an action they recently took in your app
  • Introduce your offer (upgrade / cross sell) and its main benefits
  • Provide a strong CTA

Day 5: Detailed Benefits

Follow up with detailed education about your offer’s primary benefits.

Create with Hoppy Copy:

[[tool:sales_letter_v3 | Sales Letter > ]]

Consider:

  • Emphasize your product’s main benefits in detail (consider video and imagery)
  • Showcase hidden benefits recipients may not be aware of
  • Relevant or timely data/statistics illustrating your product’s benefits
  • Social Proof
    - Media, Celebrity, or Customer Testimonials
    - Simple case study (even 1-2 sentences)
    - Reviews & Awards

Day 7: Educational Content

Address your customer’s paint points with educational content covering a single topic that is important to them, that will help them with their eventual purchase.

Create with Hoppy Copy:

[[tool:lead_nurture_v3| Lead Nurture (Educational)  > ]]

Consider:

  • Tips / How To: Show readers how to do something and why it will make their life better. Ensure it’s related to the product you are selling / upgrading to.
  • Checklists: Share lists of things your readers should do to accomplish their goals, and in what order.
  • Free Tools: Offer free digital tools and resources to help with their purchase.
  • FAQ: Answer popular questions asked by subscribers.

Day 10: Social Proof

Use customer stories, testimonials, press quotes, and other forms of social proof to build confidence that your product will solve your customers’ problem.

Create with Hoppy Copy:

[[ tool: social_proof_v3 | Social Proof Email > ]]

Consider:

  • A case study, story, or anecdote about how someone’s problem was solved using your product
  • Media, Celebrity, or Customer Testimonials
  • Awards
  • Reviews
  • Social media likes / followers / engagement

Day 15: Incentive

Offer an incentive to act now.

Create with Hoppy Copy:

[[ tool: promo_deal_giveaway_v3 | Promotional Email (contest/giveaway) > ]]

Consider:

  • Offer limited time or limited quantity incentive (discount, deal, free gift)
  • Address potential concerns holding them back (cost, shipping, fears)
  • Provide a clear CTA
  • Links to educational blog content, or FAQ
  • Contact info for questions

Day 20: Last Chance

Reminder customers who haven’t taken action yet.

Create with Hoppy Copy:

[[ tool: follow_up_reminder_v3 | Reminder / Follow-up Email > ]]

Consider:

  • Restate product’s main benefit
  • Reduce resistance (i.e. free shipping, free trial, free returns, warranty or guarantee)
  • Contact info for questions
  • Social proof
Request Feedback & Reviews

Maximize requests to your customers with this simple 3 email sequence, be it a survey, review or any other request.

E-commerce
SaaS
Services
Reactivation (Win-Back)

Use this sequence to re-engage inactive contacts who have made purchases or signed up for your email list but stopped opening your emails.

E-commerce
SaaS
Services
Lead Nurture (Soap Opera)

Use this popular storytelling technique to build rapport with your audience and butter them up so they are ready to buy your products and services.

E-commerce
SaaS
Services

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