Okay, maybe not ALL brands need this subscription upsell email…but a lot do. If you sell a product that:
- Is consumable
- Is also shelf-stable
- Has an auto-ship option
- Doesn’t take up too much space to store
Then this automated email is likely to be a game changer.
Why does a subscription upsell email matter?
As email marketers, we see hundreds (thousands??) of emails every year, and there’s probably 1 or 2 each year that really stand out as something innovative. Sometimes the innovation is from design or email tech, like this McDonald’s x Minecraft one that is interactive (click-to-mine right in the email!).
But more often, the emails that are surprisingly good are simple, and demonstrate a true understanding of customer needs. So many marketing emails are from the sender’s perspective, instead of understanding the receiver’s needs-this is an example that breaks that trend.
Here’s an example of the offer:
You’re already a monthly subscriber to our product. Upgrade to a quarterly subscription (3 products every 3 months, instead of 1 every 1 month), get a free canister with the first shipment, and save $33 on future quarterly subscriptions.
Often overlooked factors for email marketing that really works:
How the subscription upsell email benefits your customer
I’m an actual customer from this brand, and this is a real subscription upsell email I received (and converted on!). Here is why I think it works from a customer perspective:
- The personalization is accurate and not overdone. They reference the existing relationship in both the subject line and body copy (“You’re already subscribed to our Bio Enzyme Dishwasher Detergent.”) which provides context for the email.
- The timing makes sense. I received this after I subscribed to a once-monthly autoship, after I received and used the product, and before my second order shipped.
- The free gift is actually cool and useful. I’m already using their cardboard canister to dispense detergent, and the free canister they’re offering looks well-designed: rubber bottom so it doesn’t tip/slide easily, ceramic walls so it’s a bit weightier than the cardboard ones, sealing lid so the product doesn’t get humidity in it, and an appealing design that will look better on the counter than the cardboard package.
- I’ll need dish detergent forever, so I might as well save $33 on future shipments.
- I also like NOT receiving a box every month. Less waste, less cardboard to deal with, less thinking about it.
Awesome!
How the subscription upsell email benefits your brand
If you sell a consumable product that has an auto-ship option, these are the reasons this subscription upsell email is so valuable:
- It’s simple to set up. You already know who is subscribed to which products. Simply segment relevant buyers to target an upsell on the appropriate consumable product.
- It can be automated. Set the trigger as {has purchased X subscription} and send it {Y days after first shipment}, where Y is at least a week before their second shipment goes out.
- It could be sent as a transactional email. While this example is more in line with a marketing email, with a few tweaks, the email could be updated to meet transactional requirements: Your subscription ships in 10 days. Click here to reschedule, or click here to save $33 by updating to a quarterly shipment. What’s the difference? You can send transactional emails to all customers, not just those who opted in for marketing emails.
- It increases AOV: While it offers a discount, the 3-month subscription still creates a higher total order value.
- The free gift can encourage brand loyalty. Sending a useful gift, like a permanent container, could influence customers to keep buying the product longer, since it becomes a small branded fixture.
- It can decrease subscriber churn. As long as the product is solid, this offer can extend subscriber lifecycle – there are only 4 reminders to cancel each year instead of 12.
- It reduces shipping costs, increasing profit. For most products, shipping 3 in 1 box will cost less than shipping 3 over 3 months, each in an individual box.
Take a deep dive on this email-and 19 other great marketing examples-in our ebook!
Top 5 Marketing Emails to Increase Sales
Sending marketing emails to increase sales of your products or services comes down to knowing what to send, knowing when to send it, and understanding which metrics indicate success or room for improvement. The core of a good email program is a solid understanding of your subscribers’ needs and their lifecycle with your brand and products or services.
Learn the top 5 marketing emails for 4 different business types to increase sales, based on what you sell and how you sell it.
Check it out »FAQ about subscription upsell emails:
1. What’s the difference between a regular upsell email and a subscription upsell email?A standard upsell email will try to either increase the first purchase (for example, an email sent directly after purchase but before shipping with a limited-time bundle or product pairing that the order can be upgraded with), or convert a buyer into a subscriber for the first time (for example, an email sent a few weeks after purchase incentivizing an autoship program for the next replenishment of that same product). 2. What makes a good subscription upsell email?
Viewing the offer from the customer’s perspective is essential for the email to succeed. Use simple and accurate personalization, appropriate timing (after first subscription purchase, before second shipment); include a worthwhile incentive (like a free gift or discount); and make sure the product is something that can reasonably be stored in quantity without taking up too much space or going stale! 3. How is a subscription upsell email useful for product-based businesses?
It increases average order value and decreases shipping costs (shipping 3 products in 1 box usually costs less than shipping 1 each month), increasing subscription profitability. Subscribers tend to stay enrolled longer, and there are only 4 reminders (quarterly) to cancel each year instead of 12 (monthly). It’s easy to set up in most email platforms and can be automated to run in the background, helping grow repeat purchases.