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Campaign Types

Cross-Sell Email

Emails promoting additional products or add-ons to existing customers.

Definition

Cross-sell emails promote complementary products, add-ons, or services to customers who have already purchased something else from you. In SaaS, this might mean promoting a separate product in your suite, an integration, a professional services package, or add-on features sold separately from the core subscription.

Why It Matters

Cross-selling expands the customer relationship and increases lifetime value. Customers using multiple products tend to retain better because switching costs are higher. For SaaS companies with product suites or marketplaces, cross-sell emails are essential for maximizing revenue from your existing customer base.

How It Works

Identify logical product pairings based on use cases and customer segments. Track when customers exhibit behaviors suggesting they might benefit from an additional product. Send targeted emails explaining how the complementary product solves a problem related to what they already use. Connect the pitch to their existing workflow.

Best Practices

  • 1Promote products that genuinely complement what the customer uses
  • 2Time cross-sells after customers have succeeded with their first product
  • 3Show how the products work together, not just what the new one does
  • 4Use customer data to personalize the recommendation
  • 5Include case studies from similar customers using both products
  • 6Do not cross-sell to customers who are struggling with your core product
  • 7Track attachment rates and retention of cross-sold customers

Multi-Product Email Sequences

Build cross-sell campaigns that target customers based on their product usage, plan type, and engagement level.

Learn More

Frequently Asked Questions

Cross-sell when you have complementary products and the customer is successful with their current one. Upsell when they are hitting limits or would benefit from a more powerful version of what they have. Many customers are candidates for both at different times.

Wait until customers have activated and found success with their first purchase. Cross-selling too early feels pushy and distracts from onboarding. For most SaaS products, wait at least 30-60 days before introducing cross-sell campaigns.

Usually yes. Customers using multiple products have higher switching costs and more integrated workflows. Data from most SaaS companies shows multi-product customers have 30-50% lower churn than single-product customers.