12 cross-sell email examples that drive more sales in 2026
Explore 12 real cross-sell email examples, subject lines, templates, and simple tips to recommend the right products and increase sales.
Krunal vaghasiya|July 21, 2026 · Updated July 23, 2026
It is usually much easier to convince consumers to buy again rather than look for new customers; however, this cannot be achieved through random product suggestions.
This problem can be solved with cross-sell emails that recommend relevant products based on what they viewed, purchased, or added to their cart.
Customers should see cross-sell emails as helpful rather than salesy. They suggest relevant products at the right moment, like accessories following a purchase, reminders for refills, and products needed to complete a set.
In this guide, you will find 12 cross-sell email examples, along with practical ideas, templates you can use to increase order value, repeat purchases, and overall sales.
What are cross-sell emails?
Cross-selling emails are automatic emails that are sent to customers who have already purchased something from you to sell them related products.
For instance, when someone purchases a camera, you can send them an email suggesting lenses, camera bags, and other products related to cameras to enhance their experience.
The main objective is to enhance the overall lifetime value of customers along with increasing the order value on an average basis through relevant and personalized recommendations.
Maximizing the value of current customers is essential, and here’s why;
- High Return on Investment (ROI)
- Increases average order value quickly
- Encourages repeat purchases from customers
- Makes product recommendations feel more relevant
- Helps customers discover useful related products
- Improves revenue without extra acquisition costs
By 2026, the importance of cross-sell emails will have gone beyond mere suggestions to “you may also like” suggestions into a critical strategic priority.
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Start Free →How is cross-selling different from upselling?
Cross-selling is selling an additional product to a customer that complements the product that they are buying. Upselling involves trying to convince customers to purchase a better and more expensive variant of the same product.
| Strategy | Primary Goal | Core Approach | Example |
|---|---|---|---|
| Cross-Selling | Increase total number of items per order | Suggest extra items that pair well together | If someone buys a laptop, the store may suggest a laptop bag, mouse, or keyboard. |
| Upselling | Increase the financial value of a single item | Upgrading to a superior version of that same item | The store may suggest a laptop with more storage, better performance, or a larger screen. |
The main difference is simple: cross-selling adds another product to complement the existing one while upselling upgrades the original product itself.
What makes a great cross-sell email?
A great cross-sell email recommends useful products that match what the customer has already viewed or purchased. It should feel helpful, relevant, and easy to act on.
1. Relevant product recommendations
The recommended product should have a clear connection to the original item. For example, coffee filters or beans make sense after someone buys a coffee maker. Random suggestions can confuse customers and reduce clicks.
The pitch should clearly explain why these items go together, focusing on building a complete routine or solving a specific problem.
2. The right sending time
Send the email based on when the customer may need the related product.
- Immediate (0-2 days): Best for immediate accessories that protect or complete the main purchase (e.g., a phone case for a new phone, or a matching tie for a suit). These are often embedded directly into order confirmation emails.
- Delayed (14-30 days): Best for complementary products, consumable products, or those which need the user to try out the first product (specialized lenses weeks after buying the camera, or a refill of skin serum).
3. A clean and simple layout
The design should revolve around a small set of product recommendations that can be easily understood through images, short descriptions, prices, and proper spacing.
The perfect cross-sell email should allow users to put the recommended products directly into their cart or current order without having to re-login.
4. Reviews and useful incentives
Add short and catchy star ratings or even a short customer review right next to the suggested product to make customers instantly trust you.
Provide a tiny reward in the form of free delivery for the add-on product or use such offers as “complete your set and get 15% off for the next 24 hours.”
5. A clear call to action
Use a simple button that tells customers exactly what to do next.
CTAs such as “Complete the Set,” “Add to Cart,” or “Shop Matching Products” are clear and easy to follow.
12 Best cross-sell email examples for you
The 12 best cross-sell email examples span across various industries, illustrating how leading brands maximize their customer lifetime value by delivering targeted, relevant product recommendations.
1. Accessory add-on after purchase
An accessory add-on email is sent after a customer has placed an order. It recommends related products that can improve, support, or complete the original purchase before it ships.
Brand: Dollar Shave Club sells shaving, grooming, and personal care products. Customers can receive regular product boxes and add extra items, such as shave butter, post-shave lotion, hair products, and wipes.
Why this email works:
The email shows the customer what is already included in their next box and when it will ship. It then recommends several related grooming products under the message, “Toss More In?”
Each product includes an image, price, and clear “Add” or “Shop” button. This allows customers to add useful items to their upcoming shipment without placing a separate order.
2. Bundle upgrade email
The purpose of bundle upgrade email marketing is to persuade consumers to purchase a more valuable bundle of goods. Bundle upgrade is achieved by the addition of some products, discounts, or free items.
Brand: Adegen produces hair regrowth solutions such as treatment kits, shampoos, and topical solutions. The products of the company are packaged as components of a hair care system.
Why this email works:
The email promotes Adegen’s three-month regrowth kit and adds a free ARB shampoo and topical solution. This gives customers more value for choosing the larger kit instead of buying a smaller option.
The Black Friday message creates urgency, while the free products make the upgrade feel like a better deal. The clear “Get Free Shampoo and Topical” button directs customers straight to the offer.
Build trust before the next purchase
Show trusted product reviews that help customers choose the right add-ons.
Start Free →3. Replenishment reminder with add-on
The replenishment reminder email reminds customers of the need to reorder a particular item that they have purchased before, and it also suggests other related items that they can purchase along with the previous one.
Brand: Dutch is an online veterinary care service that connects customers to licensed veterinarians using video chats and messaging services. The service also helps customers acquire prescription and over-the-counter pet care medicines.
Why this email works:
The email asks whether the customer is running low on their pet’s medication and provides a clear “Reorder” button. This makes it easy to request another supply before the pet misses a treatment.
Below the refill reminder, Dutch recommends calming and skin care products for pets. These add-on suggestions create another sales opportunity while keeping the medication refill as the main focus.
4. Product care or maintenance recommendation
A product care email helps customers clean, protect, or maintain something they already own. It could also advise on the use of another complimentary product which would improve the performance of the primary product.
Brand: Patagonia specializes in selling outdoor clothing and gear such as raincoats, fleeces, bags, and hiking gear, among others.
Why this email works:
The email explains how to wash a rain jacket when it looks dirty or stops working as well. It gives simple care tips, including the right wash settings, and links customers to more detailed cleaning instructions.
Patagonia then recommends its Keep Your Shell Well care product. This creates a natural cross-sell because the suggested item directly helps customers clean and maintain their rain jackets.
5. Seasonal complementary product email
A seasonal complementary product email recommends items that work well together during a specific event or holiday. It helps customers build a complete look, gift, or set while giving them a timely reason to buy.
Brand: Tini Lux sells hypoallergenic earrings and other jewelry made for sensitive ears. Its collection includes studs, hoops, necklaces, and matching pieces for everyday wear and gifting.
Why this email works:
The email uses Valentine’s Day to promote jewelry that looks better when paired together. It shows matching earrings and necklaces and offers 20% off when customers buy two or more pieces.
The message, “Valentine’s is better in pairs,” connects the product pairing with the holiday. Clear product images, a simple offer, and several “Shop Now” buttons make it easy for customers to choose and buy matching items.
6. Wishlist-based cross-sell email
The wishlist cross-selling email reminds the customer of the product on his wish list and offers him suggestions of other products which may interest him.
Brand: Pandora sells jewelry, including rings, bracelets, charms, necklaces, and earrings. Customers can save their favorite pieces to a wishlist and return to buy them later.
Why this email works:
The email first shows the rings the customer saved in their wishlist and gives them a clear way to shop or share the list.
It then adds a “Discover Our Top Trending Pieces” section with more rings and bracelets. These extra recommendations match the customer’s interest in jewelry and create more chances for Pandora to increase the order value.
7. Browse abandonment cross-sell email
A browse abandonment cross-sell email is sent when someone looks at products on a website but leaves without buying. The email reminds them about what they viewed and suggests related products they may also want.
Brand: Rapha sells premium cycling clothing and gear. Its product range includes jerseys, bib shorts, jackets, and other apparel made for road cycling and everyday riding.
Why this email works:
The email reminds the shopper about the jerseys they recently viewed and invites them to take another look. This brings attention back to the original products the customer showed interest in.
Below that, Rapha adds a “You May Also Like” section with cycling bib shorts. These items match the jerseys and make sense as related gear, which turns the email into a cross-sell. The email also includes a product guide link for shoppers who still need help deciding.
8. Free shipping threshold cross-sell email
A free shipping cross-sell email aims to persuade the customer to purchase additional products so that they are able to meet the criteria for getting free shipping.
Brand: Chewy is an online pet store that offers different products ranging from pet foods, treats, toys, litter, pet medicines, and others. The site has products for dogs, cats, and various other pets, along with fast shipping and auto-ship options.
Why this email works:
The email offers a very specific deal for free 1- to 2-day shipping on orders over $49, which sets a definite amount of money consumers should spend and is a good motivator.
Underneath the deal, Chewy presents the consumer with different pet-related products, such as food, treats, cat litter, and flea treatment products. These product suggestions act as cross-sells because they encourage customers to add useful items from related pet categories.
9. Thank-you email with related products
The follow-up email message includes a list of related products after the customer purchases a product. It first thanks the customer for purchasing from their company and then recommends some more products related to the recent purchase of the customer.
Brand: The Crate & Barrel brand sells home furniture, home wares, dining accessories, home decorations, and similar kinds of goods. The products sold by this brand are usually purchased in sets like room setups, table settings, or home collections.
Why this email works:
The email begins with gratitude towards the customer for their latest purchase and willingness to assist them if they need anything. This gives the email a friendly tone.
Further below the opening paragraph, there is a section where Crate & Barrel presents customers with selected recommendations of products in line with their recent purchases. This way, the company makes the email a cross-sell.
10. Reward-based cross-sell email
The reward-based cross-sell email uses the promotion of a related product along with a reward such as money, points, credit to the account, or member benefits.
Brand: American Express offers credit cards, bank products, travel services, and business payments. Products: Reward cards, checking accounts, savings accounts, and member benefits.
Why this email works:
The email promotes an American Express Rewards Checking Account to an existing customer. It encourages the customer to pair the checking account with a High Yield Savings Account.
The primary reward for the customer will be a welcome bonus worth $300 upon meeting the required deposit requirements. The email mentions other benefits like debit rewards, zero monthly fees, and mobile account management.
Make every recommendation more convincing
Add ratings, photos, and customer feedback to improve your cross-sell emails.
Start Free →11. Order confirmation cross-sell email
An order confirmation cross-sell email confirms that a customer’s purchase was successful and then recommends additional products. The order details remain the main focus, while the extra suggestions create another chance to make a sale.
Brand: Huckberry sells men’s clothing, footwear, outdoor gear, watches, home products, and travel accessories.
Why this email works:
The email starts off by confirming the order made by the customer along with other key details such as the order number, estimated time of delivery, address, product purchased, shipping costs, and total price.
Following the confirmation page, Huckberry provides the customer with a “Trending Gear” segment including items like jackets, watches, shoes, shorts, bedding, and outdoor gear. The suggested products serve to motivate the consumer to shop even more.
12. Review collection + recommend products email
A review collection and product recommendation email asks customers to share feedback after they have had time to use a product. It can also suggest other related products, which helps the brand collect reviews and create another sales opportunity in the same email.
Brand: Bellroy manufactures wallets, bags, phone cases, pouches, key covers, and other products that come under the “everyday carry” category.
Why this email works:
This email works for several reasons. Firstly, it is delivered approximately 30 days after the product has been purchased. By this time, the consumer would have used the product and is asked about their satisfaction on a rating scale.
After the review request, the email invites customers to share their story and product photos. Then it adds an “Expand your Bellroy family” section that recommends related products like bags, work accessories, key covers, phone cases, and pouches.
WiserReview lets brands automate review requests after a purchase or delivery and control when each email is sent. Customers can submit ratings, text, photos, and videos through a simple review form. You can connect it with tools to add related product recommendations and turn the review request into another sales opportunity.
Cross-sell email subject lines that encourage opens
Effective cross-sell subject lines focus on relevance, curiosity, or value rather than a hard sales pitch. They should feel like a helpful recommendation.
1. The “perfect match” (logical pairings)
These work best 1–3 days after a purchase, framing the recommendation as a natural companion to what they already bought.
“The perfect match for your new [Product Name] “
“Complete the look: Pairs perfectly with your order”
“Got the [Product Name]? You might need these too.”
One useful addition for your new [Product]
“Better together: Pair your favorites”
2. The incentive & perk (Lowering friction)
These use exclusive offers, free shipping, or discounts to make the add-on item irresistible.
“Get Free Shipping on accessories for your [Product Name]”
“Add this to your next box for 20% off”
“A special perk for your recent purchase inside”
“Complete your set and save $15”
“Your points can unlock these picks”
3. The helpful routine builder (value-first)
These treat the cross-sell as expert advice or an upgrade to the user’s current routine or experience.
“How to get the most out of your new [Product Name]”
“Level up your routine with these 3 add-ons”
“Our top recommendations for your [Product Name]”
4. The fear of missing out (FOMO & scarcity)
These leverage high demand or limited stock to drive immediate clicks.
“Trending now: Customers also bought these with your order”
“Before it ships: Add these top-rated essentials”
“Almost gone: The perfect companion to your [Product Name]”
Cross-sell email templates you can use
Here are the high-converting, fill-in-the-blank cross-sell email templates designed for different moments in the customer lifecycle.
Template 1: Post-purchase accessory add-on email
Subject Line: The perfect match for your new [Product Name]
Hi [First Name],
Thank you again for your recent purchase of the [Product Name]! We are already packing it up for you.
To help you get the absolute most out of it, our team curated a few items that pair perfectly together:
- [Companion Product 1 Name]: [Short 1-sentence benefit, e.g., Protects your screen from scratches].
- [Companion Product 2 Name]: [Short 1-sentence benefit, e.g., Charges your device twice as fast].
Want free shipping? Add any of these companions to your order within the next [X hours] using code [CODE] at checkout, and we will bundle them into your upcoming package at no extra delivery cost.
[Shop the Collection]
2. Bundle completion email
Subject: Complete your set with these matching picks
Hi [First Name],
Your [Purchased Product] is a great start. Now you can complete the set with products made to match it.
Recommended for you:
- [Related Product 1]
- [Related Product 2]
- [Related Product 3]
Buy the complete set and get [Discount or Benefit].
CTA: Complete My Set
Template 3: The “add to next box” subscription booster
Subject Line: Before your upcoming delivery: Add these favorites
Hi [First Name],
Your next regular order is scheduled to ship on [Date].
Before we seal your box, you can easily add extra items to your delivery with a single click. No extra shipping fees, no extra hassle.
Here is what other members are loving right now:
[Product 1]: [Punchy 3-word description] – [Add to My Box]
[Product 2]: [Punchy 3-word description] – [Add to My Box]
You have until [Cut-off Date/Time] to make adjustments before your package locks in.
[Manage My Upcoming Order]
Template 4: Replenishment reminder with add-on
Subject: Running low on [Product Name]?
Hi [First Name],
It may be time to restock your [Previously Purchased Product].
Reorder now so you do not run out. You can also add [Related Product], which helps with [Main Benefit or Use].
Place your order before [Date] to receive [Discount, Points, or Free Shipping].
CTA: Reorder and Shop Add-Ons
5. Review request with product recommendations
Subject: How are you liking your [Product Name]?
Hi [First Name],
You have had some time to use your [Purchased Product], and we would love to know what you think.
Your feedback helps other shoppers make better choices and helps us improve our products.
CTA: Leave a Review
Based on your purchase, you may also like:
- [Related Product 1]
- [Related Product 2]
- [Related Product 3]
CTA: Shop Recommended Products
Cross-sell email best practices
To build a high-converting cross-sell email strategy, structure your campaigns around data-driven triggers, strategic positioning, and user-centric friction reduction.
- Recommend Products That Truly Match: The recommended products must be in sync with the products that have been seen or bought by the customer. A relevant recommendation seems helpful, whereas an unrelated one could end up making the email generic in nature.
- Send the Email at the Right Time: The email should be sent based on the nature of the product and the customer’s buying journey. While accessories would be best for after-purchase emails, refills, maintenance, and replacement items should be considered for the right time when the customer needs them.
- Keep the Product Choices Limited: Provide a few good suggestions instead of presenting a long list of products. Three or four products that suit your customer will be easier for him/her to comprehend and won’t confuse the customer.
- Explain Why the Products Work Together: Don’t provide a list of products without any explanations. Describe a small note on how this particular product adds value to the previous purchase.
- Use a Clear Offer and Call to Action: Make the next step easy with buttons such as “Add to Order,” “Complete the Set,” or “Shop Matching Products.” Discounts, free shipping, or loyalty points can help, but the offer should stay simple and clear.
How to measure cross-sell email performance
The success of cross-sell emails must be measured by monitoring both conventional email metrics and revenue-related metrics.
Following these measurements can aid in improving your targeting, timing, and product choices.
- Attributed Revenue: The monetary value that is directly attributed to the clicks that occurred within a certain time window on your cross-selling emails (usually 5 to 7 days).
- Average Order Value (AOV) Lift: The percentage increase in order value when a customer adds a recommended cross-sell item compared to their baseline purchase.
- Repeat Purchase Rate: The percentage of first-time buyers who make a second, related purchase through your cross-sell sequence.
- Click-to-Open Rate (CTOR): The percentage of people who opened the email and then clicked a product link, which directly measures how relevant your recommendations are.
- Conversion Rate: The percentage of total email recipients who complete a purchase from the cross-sell recommendation.
- Unsubscribe Rate: The ratio of those who unsubscribe, which allows you to know whether your emails are too numerous and intrusive.
Collect reviews after every order
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Start Free →Wrap up
When it comes to crafting cross-sell emails, the key is to suggest a product that genuinely helps solve the customer’s problem or fulfill their needs. That way, you ensure the next buy feels valuable for your customer.
Take into account their actions, buying history, and timing of the product, and craft your email message to be clear, precise, and actionable.
The example and template provided in this guide will assist you in creating cross-sell emails that boost order value and ensure the purchase of those customers again and again.
Frequently Asked Questions
Common questions about this topic
Written by
Krunal vaghasiya
Krunal Vaghasiya is the founder of WiserReview and WiserNotify, which have served 10,000+ stores since 2020. He helps ecommerce brands build trust through fair, flexible, customer-led review management across every store and market.
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