9 Smart Ways to Use Upsell Emails (with Examples You Can Steal)

Upsell emails are like the dessert menu at a restaurant. You think you’re done, but then that molten chocolate cake shows up and suddenly you can’t resist.

Here’s the thing: you already did the hard work. You spent on ads, fought through the noise, and got a customer to click buy. 

That’s huge. But if you stop there, you’re basically leaving money on the counter and waving goodbye.

That’s where upsell emails come in. 

They slide into your customer’s inbox at the perfect moment, offering a smart upgrade, a complementary product, or a “hey, you’ll love this too” nudge. 

Done right, they don’t feel pushy - they feel like helpful recommendations.

In this guide, we’ll dig into 9 upsell email examples from top brands that prove just how powerful this channel can be. 

Think of it as your cheat sheet for turning one-time buyers into repeat customers and squeezing extra revenue from every order (without annoying your audience).

Let’s jump in!

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What is an Upsell Email?

An upsell email is a follow-up message you send to customers after they’ve made a purchase. 

The goal is simple: get them to buy more. 

That might mean upgrading to a higher-end product, adding something that complements what they just bought, or even turning a one-time order into a subscription.

Think of it like this: someone buys a new phone from your store. An upsell email is the friendly message that lands in their inbox the next day, saying, “Hey, want a case and wireless earbuds to go with that?”

The best upsell emails don’t feel pushy. They feel like you’re anticipating what the customer actually needs and saving them the trouble of hunting it down themselves. 

That’s why they work - because they’re convenient, relevant, and add value, while quietly boosting your average order value (AOV).

9 Smart Ways to Use Upsell Emails (with Examples You Can Steal)

So now that we’ve nailed the basics, let’s get into the fun part: real-world upsell emails that actually work.

These aren’t just “pretty emails.” Each example we’ll cover is built on a simple psychological trigger, like convenience, scarcity, or social proof, that nudges customers to spend a little more without feeling pressured.

Think of this section as your swipe file (I’ve added them all to a downloadable folder at the end!). We’ll break down why each upsell email works and how you can borrow the same idea for your Shopify store.

1.The Refill Reminder

Graza sells high-quality olive oil in those iconic squeeze bottles, and their upsell emails are just as smart as their branding. Take a look at this one.

The subject line says it all: “Down to the last drizzle?” Instantly, you’re nodding yes (because who hasn’t panicked at an empty olive oil bottle mid-recipe?). Inside, the email keeps the momentum going with:

• A simple question: “How was your first taste of Graza?”
• A direct CTA: “Ready for a refill? Buy Again.”
• Reinforced value: “Olive oil that’s meant to be squeezed, not saved.”

This works because it hits timing + relevance perfectly. They know when your bottle is likely running low, and they slide into your inbox with a friendly reminder before you run out. That makes it feel less like a sales push and more like great customer service.

🔑Key Takeaway for Shopify Merchants:

If you sell consumables (coffee, skincare,supplements, pet food), build upsell emails around replenishment cycles. Use purchase history to estimate when customers are running out, then send a timely nudge with a one-click reorder button.

2. The Subscription Upgrade Email

Athletic Greens nails the art of turning a one-off customer into a long-term subscriber. Their email kicks off with a bold headline: “Upgrade & continue your healthy ritual.” Straight away, they’re framing the upsell as a lifestyle decision, not just another transaction.

What makes this email strong:

• Clear value prop: They highlight the $20/month savings right away. People love a deal, especially when it feels like a reward for loyalty.
• What’s included: The email lists tangible perks like a stainless steel jar, shaker, and member-only products. That mix of practicality and exclusivity makes the subscription hard to resist.
• Social proof: They slip in a customer testimonial that reinforces consistency and trust.
• Health benefits icons: Visual cues like “supports energy” and “aids recovery” make the pitch scannable and persuasive.

Why it works: This email doesn’t just say “subscribe.” It reframes the ask as continuing a ritual, appealing to identity and self-care. Customers don’t feel like they’re being sold to, they feel like they’re upgrading their commitment to health.

🔑 Key Takeaway for Shopify Merchants:

Use upsell emails to promote subscriptions. Don’t just emphasize convenience; highlight cost savings, exclusivity, and how the product fits into your customer’s daily routine.

3. The Order Confirmation Cross-Sell

Nike proves that even the most boring transactional emails can be turned into money-makers. This order confirmation email confirms the customer’s purchase and shipping details, but it doesn’t stop there.

Right below the order summary, Nike slides in a section called “Top Picks For You.” These aren’t random items - they’re carefully chosen products related to what the customer just bought. 

If you picked up running shoes, you’ll see other performance sneakers or complementary gear that fits the same use case.

Why it works:

• Perfect timing: Order confirmations get some of the highest open rates of any email type (up to 70% in some industries). Customers want to open these.
• Personalization: Recommendations are relevant to the order, not generic catalog pushes.
• Seamless UX: The upsell doesn’t interrupt the confirmation - it feels like a helpful extra.

🔑Key Takeaway for Shopify Merchants:

Don’t waste your order confirmation emails on just “thanks for buying.” Customers are already in a buying mindset and excited about their purchase. Use that moment to suggest relevant cross-sells or alternative products, and you’ll quietly boost your average order value.

4. The Bold Social Proof Upsell

Frontman, a men’s skincare brand, doesn’t tiptoe into your inbox. They kick the door open with a giant headline: “GAME CHANGER.” Right away, they’re framing their products as category-defining, with a claim that over 10,000 guys have already seen results.

Why this email works:

• Instant authority: Leading with bold social proof (“10,000+ guys”) makes the products feel tried, tested, and trusted.
• Clear product lineup: Instead of just pushing one upsell, they present a mini-collection (Skintone Treatment, Zit Wipes, Oil Sheets) so customers can mix and match.
• Simple structure: Each product has a crisp description and a single CTA button. No fluff, no overwhelm.
• Visual hierarchy: The massive headline grabs attention, then the sleek product shots + bright green CTAs guide your eye.

Why it converts: This email taps into FOMO and credibility in one shot. By showing how many people are already on board, Frontman makes the reader feel like they’d be missing out by not adding at least one of these products to their routine.

🔑Key Takeaway for Shopify Merchants:

If your brand has strong social proof (review counts, testimonials, community size), don’t bury it. Put it front and center in your upsell emails. Pair that credibility with a clear, simple layout so customers know exactly what to do next.

5. The Seasonal Subscription Upsell

Epic, the children’s reading platform, takes upselling beyond simple product pushes. Their emails are designed to move parents from free or monthly plans into annual subscriptions, using clever seasonal timing and bright, playful visuals.

What makes this email effective:

• Seasonal hook: The “Back to School” offer instantly resonates with parents who want to set good reading habits for the year ahead.
• Value framing: The annual plan is 40% off, highlighted in bold red, making it hard to miss.
• Clear choice architecture: They put the monthly plan and annual plan side by side, but the design makes the discounted annual option pop (and look like the smarter choice).
• Emotional appeal: Copy like “Keep them reading every day” and “Watch them soar with Epic Unlimited” taps into parental desire to support their kids’ growth.
• Color psychology: The bright yellow background + bold pricing blocks make the message both kid-friendly and attention-grabbing.

Why it converts: Parents are already invested in their kids’ education, and by aligning the upsell with a back-to-school moment, Epic lowers resistance. The comparison pricing also makes the annual plan feel like a no-brainer.

🔑Key Takeaway for Shopify Merchants:

If you offer subscriptions or memberships, use seasonal milestones (back-to-school, summer prep, New Year’s resolutions) as natural upsell opportunities. Pair them with a side-by-side comparison that nudges customers toward the higher-value plan.

6. The Scarcity-Driven Upsell

Restream doesn’t whisper. They shout “The Final Countdown!” in bold type and slap a ticking timer at the top of the email. It’s an upsell wrapped in urgency, and it works because customers feel they’ll miss out if they don’t act now.

What makes this email effective:

• Visual urgency: The giant countdown timer dominates the design. You can almost hear the seconds ticking away.
• Clear incentive: 20% off is positioned as a limited-time deal, making it feel like a rare opportunity.
• Social proof backup: Logos from trusted brands like Microsoft, Ubisoft, and Cisco give the offer credibility. If these big names trust Restream, why shouldn’t you?
• Risk reversal: They soften the push with a 7-day money-back guarantee, reducing hesitation.

Why it converts: Scarcity is one of the oldest psychological triggers in marketing. When paired with social proof and a money-back safety net, it gives customers just enough urgency to tip them over the edge.

🔑Key Takeaway for Shopify Merchants:

Don’t underestimate the power of urgency. Limited-time discounts, countdown timers, or expiring bonuses can dramatically increase upsell conversions. Just make sure to back it up with credibility (reviews, logos, guarantees) so it feels trustworthy, not gimmicky.

7. The Restock + Cross-Sell Combo

Sephora knows beauty products don’t last forever. That’s why their upsell emails often double as helpful reminders: “You must be running low on your Clear Improvement Active Charcoal Mask…” It’s a clever way of saying, “Hey, time to buy again,” without feeling pushy.

What makes this email effective:

• Personalization at scale: The email calls out the exact product the customer previously purchased, making the reminder feel specific.
• Helpful timing: Customers genuinely appreciate the nudge when it saves them from running out mid-routine.
• Smart cross-sells: Right below the restock CTA, Sephora drops in a curated “You May Also Like” section with related products (similar masks, complementary treatments).
• Status reinforcement: The header shows loyalty program status and points, reminding customers of their VIP perks while they’re shopping.

Why it converts: This email isn’t just about selling more;it positions Sephora as a beauty partner that anticipates customer needs. By combining a restock nudge with relevant product suggestions, they increase both repeat purchases and AOV in one shot.

🔑Key Takeaway for Shopify Merchants:

If you sell consumables, set up automated restock reminders based on product lifecycle. Don’t stop at a single product push; add a cross-sell carousel of complementary items to boost basket size. Layering loyalty perks or points balances the pitch with extra value.

8. The Pre-Ship Add-On Upsell

Dollar Shave Club doesn’t wait until after the sale. They catch customers right before their subscription box ships. The subject line and header set the stage: “Your next box ships on 9/10, want to toss more in?”

What makes this email effective:

• Perfect timing: Customers are reminded of an upcoming shipment and given the chance to “top up” their box. It feels natural and convenient rather than pushy.

• Low-friction upsell: Adding products is as easy as clicking a single “Add” button. No separate checkout, no hassle.

• Variety of options: From shave butter to wipes to hair styling products, the email offers multiple price points, increasing the chance of an impulse add-on.

• Urgency built in: The reminder that the box is shipping soon gives the upsell a subtle time constraint.

Why it converts: This strategy piggybacks on a confirmed purchase; the customer already knows they’re paying, so throwing in a couple more items feels minor. It’s the upsell equivalent of “want fries with that?”, low commitment, high reward.

🔑Key Takeaway for Shopify Merchants:

If you sell subscription boxes or recurring orders, use pre-shipment upsell emails to encourage last-minute add-ons. Keep the process one-click simple and position it as a convenience, not a chore.

9. The Segmented Recommendation Upsell

Matalan has a huge product range, but instead of blasting customers with generic offers, they tailor upsell emails by category. 

In this case, a parent who bought a school uniform gets an email saying: “Thanks for buying school uniform with us! Haven’t stocked up on all your school essentials yet?”

What makes this email effective:

• Smart segmentation: Rather than promoting random products, Matalan sticks with the schoolwear category, ensuring the recommendations feel relevant.

• Personalization: They address the customer by name (Tracy) and acknowledge the recent purchase, which makes the upsell feel like a continuation of service.

• Product variety: By showcasing multiple options (cargo shorts, slim-fit trousers, classic shorts), they cater to different preferences and budgets.

• Clear CTA: The bright red “Shop Stain Resistant” button is both benefit-driven and hard to miss.

Why it converts: Parents buying school uniforms rarely stop at one item. By segmenting based on past purchases, Matalan increases the odds that shoppers will round out their cart with additional essentials in the same category.

🔑Key Takeaway for Shopify Merchants:

If you carry a wide inventory, don’t upsell blindly. Segment your upsell emails by purchase category so customers see items that logically match what they’ve already bought. This boosts both relevance and conversion.

Don’t Miss Upsell Opportunities Before the Inbox

Here’s the thing about upsell emails: they’re powerful, but they’re not the only game in town. In fact, if you’re only upselling through email, you’re leaving a huge amount of money on the table.

Let’s look at the numbers for a second:

• Email marketing delivers an average ROI of 36x. That’s $36 for every $1 you put in.

• One click &post-purchase upselling blows that out of the water, with retailers generating $686 for every $1 spent.

Wild, right?

That’s because pre-purchase and in-checkout upsells catch customers when they’re most excited to buy, before the confirmation email even lands in their inbox. 

At that moment, wallets are already open and adding one more product feels like no big deal.

Where the pre-inbox magic happens:

• Product page upsells: Suggest higher-value or complementary products right before customers hit “Add to Cart.”

• Cart upsells: Slide in small, relevant add-ons (“Spend $5 more to unlock free shipping”).

• Checkout upsells: Hit customers with a premium option or bundle at the point of payment.

• One-click upsells: Post-purchase offers that don’t require re-entering payment details.

• Thank-you page upsells: Keep the momentum going right after checkout, while excitement is fresh.

This is exactly where Upsell.com (formerly ReConvert) comes in. 

Instead of waiting for an email open, you can create a layered upsell funnel across product pages, carts, checkout, and thank-you pages. 

That means you’re boosting AOV instantly and stacking those gains on top of your email marketing efforts.

🔑Takeaway: If you’re already excited about upsell emails, just imagine what happens when you add more of those upsell triggers closer to the point of purchase. The opportunity multiplies, and so does your revenue.

Use Upsell Emails to Boost Your Bottom Line Today

Upsell emails aren’t just a “nice to have.” They’re one of the smartest, most cost-effective ways to turn single-purchase shoppers into long-term, high-value customers. 

From refill reminders to VIP upgrades, the examples we walked through prove that the right message, sent at the right time, can make a massive impact on your store’s bottom line.

And remember, email is only part of the upsell journey. Layering pre-purchase, in-checkout, and thank-you page upsells on top of your campaigns can unlock even bigger results. 

The brands doing this best aren’t relying on one tactic - they’re building systems that catch customers at every stage of the buying cycle.

If you’re serious about growing AOV and customer lifetime value, now’s the time to take upselling seriously.

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