• Bryony Pearce

3 cross-sell email templates that convert

Updated: Sep 15, 2019

Picture this: you head to your local sports store to grab a new pair of sneakers. One of the assistants comes over and asks if you need help. You accept. While showing you the shoes, they point out their range of high-performance socks, insoles, and foam rollers.

You walk out of the shop with the shoes you originally came for…and a three-pack of new socks too.

You probably didn’t realise it at the time, but you were just the subject of up-selling and cross-selling in person - and the online world is no different.

If you’re not grabbing your cross-sell opportunities with both hands, your business’ bottom line could be missing out. So, to help you on your way, I’ve created three proven cross-sell templates for you to tweak and use.


Your very first cross-sell opportunity comes right after a new customer's made a purchase. It's good practice to send thank you emails anyway, so, while you’re still fresh in the customer’s mind, use this as a platform to offer them some complementary products.

For example, if you’re a DIY company and someone’s just bought a gallon of paint, why not highlight your paint brush, roller, and trays range? If they don’t already have them, odds are they’ll need them very soon…

Sticking with the paint example, here’s some sample copy:

Hi [insert name],

Thanks a bunch for choosing us for your next DIY project.

Your order’s been sent to the warehouse and should be on your doorstep in the next 2-3 business days.

If you need some more tools for the job, check out our range of [paint brushes, paint rollers, and paint trays].

If there’s anything else we can help you with get in touch with our customer service team on [insert number].

Thanks again,

[Company X] team


You should be checking in with customers down the line to ask for a review - without wanting to teach you how to suck eggs, they really are gold dust.

So, if you’re already doing this, take the opportunity to kill two birds with one stone and steer them towards some more of your offerings. Here’s how you could do it:

Hi [insert name],

Thanks for shopping with us recently.

Here at [company name] we take what you think to heart and we’re always looking for ways to build on what we’ve got. So, if you've got a minute to spare, we’d love to hear what you thought about your recent purchase.


And if you liked what you got, these might be just up your street too:

[Reel of relevant product names and images]

We look forward to hopefully seeing what you think soon.


[Company X] team


Your cross-sell efforts don’t always have to piggyback onto another of your email activities. You can send them whenever you want (like to promote a sale, new product or discount), just make sure you don’t bombard your database with emails — and be sure to keep the products or service offers relevant.

Here’s an example to steal some inspiration from:

Hi [insert name],

So, you’ve taken out our [insert service name] service, but have you ever considered our [insert service name] offering too?

If the answer’s yes then now’s the time to make your move because we’re exclusively offering 15% off to existing customers!

By taking out our [insert service name] service you’ll benefit from:

  • Benefit #1

  • Benefit #2

  • Benefit #3

  • Benefit #4

To claim your discount today, just use the code SUMMER2019 at checkout.


[Company X] team

Need a hand creating copy bespoke to your business? You know what to do: hello@keyholecontent.com.