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Campaign Types

Upgrade Email

Emails designed to move customers from a lower tier plan to a higher tier with more features or capacity.

Definition

Upgrade emails prompt existing customers to move to a higher-priced subscription tier. They are typically triggered by usage patterns that indicate the customer has outgrown their current plan or would benefit from premium features. Unlike cold sales emails, upgrade emails go to people already paying you and using your product.

Why It Matters

Expansion revenue from upgrades is often the difference between a good SaaS business and a great one. Customers who upgrade have already validated their need and trust your product. The cost to "acquire" an upgrade is nearly zero compared to new customer acquisition. Upgrade emails are one of the highest-ROI email types you can send.

How It Works

Track customer usage against plan limits and feature access. When users approach thresholds (storage limits, user seats, API calls) or repeatedly try to access premium features, trigger upgrade emails. The message should acknowledge their success, explain what they are missing, and make upgrading simple. Timing is everything.

Best Practices

  • 1Trigger based on behavior, not arbitrary timelines
  • 2Show what the customer is missing, not just what they could have
  • 3Use their actual usage data to personalize the pitch
  • 4Make the upgrade path frictionless with direct links
  • 5Position upgrades as enabling growth, not extracting more money
  • 6Test different triggers to find what predicts upgrade intent
  • 7Send at moments of success, not frustration

Usage-Based Upgrade Triggers

Sequenzy tracks plan usage from Stripe and your product events. Automatically trigger upgrade sequences when customers are ready to expand.

Learn More

Frequently Asked Questions

The best times are when users hit plan limits, try to use premium features, invite more team members than allowed, or achieve significant success with your product. Moments of growth and limitation are both effective triggers.

For behavior-triggered upgrades, 2-3 emails over a week is reasonable. Avoid aggressive sequences that feel salesy. If someone ignores multiple upgrade emails, back off and wait for another behavioral trigger.

Generally no. Discounting teaches customers to wait for deals and devalues your product. Instead, emphasize the value they will unlock. If you must incentivize, consider offering extended trials of premium features rather than permanent price cuts.