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The best cross-sell email examples combine personalization with relevance, suggesting items that genuinely complement what customers have already bought.

For example, when someone purchases a coffee maker, they see coffee beans and filters, not random products from your catalog.

This approach helps customers complete collections they didn’t know they needed, creating a shopping experience that feels helpful rather than pushy and, in turn, increases your revenue.

Read on to discover cross-selling email examples and best practices you can use to drive maximum additional sales.

What are cross-sell emails?

Cross-sell emails are automated marketing messages that help turn single transactions into multiple sales by recommending additional products.

These emails can trigger via purchase history (for post-purchase emails) or browsing history (for pre-purchase emails) to deliver personalized cross-selling recommendations.

Your email marketing tool will connect with your ecommerce platform, track what your customers buy/view, and suggest related products.

The goal of a cross-sell email is to generate additional revenue, but it can also improve your customer experience. For instance, your customers might be unaware of accessories that make their original purchase more practical or enjoyable.

Benefits of cross-sell emails

Cross-sell emails target customers who have demonstrated purchasing intent, giving them a conversion edge over standard promotional messages. Here’s why you should make them part of your email marketing strategy:

1. Grow your sales

You turn one transaction into multiple sales by reaching out before or after the initial purchase to create opportunities to connect customers with additional products.

Customers who complete an initial purchase have untapped potential for repeat revenue, with each follow-up email generating another chance to expand their engagement.

2. Increase average order value

Recommendations help you increase customers’ total spending by presenting complementary products that extend the value of their original purchase.

You craft follow-up communications encouraging customers to add more items, turning a single sale into a more significant, comprehensive transaction that increases your ROI.

3. Retain more customers

Your emails demonstrate an understanding of customer needs more so than from a single purchase, showing a deep knowledge of their preferences and buying patterns.

Trust builds via those relevant recommendations that feel like personalized guidance, giving you a competitive advantage over generic marketing messages sent from other brands.

4. Strengthen customer experience

Cross-sell emails serve as more than marketing tools. They provide helpful information about products that solve actual customer problems.

Your shopping experience anticipates needs, offering timely recommendations that make the entire purchasing journey more intuitive and satisfying for your customers.

8 best cross-sell email examples

Check out these cross-selling email examples to inspire your own:

1. Family fitness recommendations email

Subject line: Sale’s on for trackers you’ll love

Fitness wearables leader Fitbit uses a family-focused cross-sell strategy that positions health tracking as a group activity rather than an individual pursuit.

The email creates urgency with a limited-time sale offering price cuts across four product tiers tailored for different family members. Each product listing shows original and sale prices alongside payment plan options that make higher-end devices feel more accessible.

The email extends cross-selling beyond primary devices with a secondary section highlighting band accessories at 50% off. Fitbit reinforces purchase confidence with free shipping, money-back guarantees, and warranty information.

2. Bundle upgrade cross-sell email

Subject line: Hair regrowth + BIG savings 🎉

Adegen converts single-item buyers to kit purchasers by offering two free products that complement their primary purchase.

Its email leads with what customers get free rather than the cost of the kit, placing value ahead of price consideration.

The middle section shows three product strengths and clearly describes who should use each version. Adegen helps customers find their match based on hair loss severity while introducing product variations they might not have known about from single purchases.

Two identical buttons create multiple conversion points without forcing customers to scroll back up after reading the details. The limited-time offer includes start and end times down to the minute, creating clarity about the promotion window during a busy shopping period.

3. Additional software features email

Subject line: More ways to animate in Figma with LottieFiles

Animation platform LottieFiles sells additional tools to users who already use its animation library but want more creation capabilities.

Its email builds credibility by mentioning “100,000+ free animations” before presenting Lottie Creator as the solution for users hitting limitations with current tools.

Each section addresses different pain points — design constraints, seasonal content needs, and development bottlenecks. There’s a clear information hierarchy, with the beta creator tool receiving top placement and visual space, signaling its revenue importance.

The email balances selling with education, offering technical updates on the dotLottie format to maintain interest from power users.

4. Free shipping cross-sell email

Subject line: Free Shipping When You Buy More

BetterBrand targets its cross-sell email at customers who previously purchased but didn’t reach the free shipping threshold. It encourages cart upsizing with a $55 minimum order requirement and positions its bagel 12-packs as the solution to avoid shipping costs.

The email shows three bagel varieties that customers can mix into larger orders. BetterBrand justifies the increased purchase size by mentioning multiple eating occasions — breakfast, lunch, and snacks — that make the 12-pack practical rather than excessive.

Product images reinforce the health benefits that initially attracted these threshold-missing customers. The prominent “GET 12 TODAY” call to action focuses on the quantity needed for free shipping to reinforce the offer.

5. Phone accessory cross-sell email

Subject line: Is your phone haunted? 👻

Phone accessory maker dbrand uses problem-solution messaging to cross-sell Ghost Cases to customers who have already bought skins or other products.

Its email tackles the yellowing issue head-on with a claim, “You’ll die before it yellows,” that positions black edges as the technical breakthrough.

Each section focuses on one feature with short copy blocks and repeated “Buy Now” buttons that create multiple conversion opportunities. Device compatibility information sits near the top so the customer can quickly determine if their phone works with the case.

6. Limited-time closeout email 

Subject line: Hurry! Shop newly added closeouts!

Footwear company Kizik creates urgency with a closeout email that cross-sells multiple shoe styles with limited availability.

The headline “DON’T WATCH THESE PASS YOU BY” pairs with the message “Time is running out” to push the reader toward immediate purchase decisions rather than later consideration.

The email displays discount amounts with each product, immediately highlighting price savings. It organizes products into gender-based sections to make comparisons easy.

7. Post-reading recommendations email

Subject line: You finished Musashi. What’s next?

Book community and promotion platform Goodreads sends a targeted cross-sell email triggered by readers completing “Musashi” by Eiji Yoshikawa.

The message opens by directly acknowledging the reading accomplishment before presenting multiple engagement paths rather than pushing a single action.

Each section creates a value proposition tied to reading history — rating the book, following the author, or discovering similar titles.

Goodreads includes social proof with sample reviews from other readers, rating stars, and excerpts that give readers genuine perspectives on the book they just finished. The “Readers also enjoyed” section displays visually similar books based on demonstrated interest.

8. Travel destination recommendations email

Subject line: Smiles Davis, book one of these top picks

Online restaurant reservation platform OpenTable uses local dining preferences to create a geographically targeted cross-sell email for Nashville venues. Its message uses a conversational headline, “Diners love these spots,” to build credibility with implied social proof.

The email presents three restaurant options with neighborhood identifiers and “Book now” buttons that minimize friction in the reservation process.

OpenTable’s email design is clean with minimal text, allowing restaurant names and locations to drive decision-making without overwhelming details.

Cross-sell email best practices

Follow these tips to create emails that make the most of cross-selling opportunities:

Craft engaging subject lines

Use personalization, numbers, and urgency to encourage open rates. For example, “(Name), your perfect match just arrived” and “25% off your next must-have” are better than “Another one you might like.”

Omnisend has a subject line generator to help create subject lines and a testing tool to refine your ideas for length and message effectiveness.

Create a professional email

Your email template should lead with your logo at the top for familiarity and then get straight to the point with product recommendations so your reader doesn’t have to scroll to find them.

Ensure the images are high-quality (high-res) and everything renders correctly on mobile and desktop. Display the price, savings on offer, and friction-reducing elements like a free shipping threshold and returns windows.

Personalize your email content

Add “you” and “your” in your subject line and email content to create a personal feel to the message. In Omnisend, you can add your contact’s first name to the subject line and email content using the Liquid syntax [[contact.name]].

Another crucial personalization aspect is matching product recommendations to your customers’ purchase/browsing history. These should go beyond best-sellers, most viewed, and other general recommendations you’ll use in promotional campaigns.

Use urgency tactics

Add phrases like “Limited time,” “Almost gone,” or “While supplies last” to create immediate action. Use visual cues like stock counters or time-sensitive badges.

Use countdown timers, limited stock indicators, and exclusive short-term discounts to create a fear of missing out (FOMO). Highlight potential missed opportunities and tell your customers what they’ll lose if they don’t act.

Offer incentives

Time-sensitive offers can motivate immediate action among prospects and customers who are holding back from additional purchases due to costs.

You could create a cross-sell workflow that offers an immediate discount on the customer’s next order or add that discount to your second or third email in the sequence. An early incentive is usually best for reducing purchase friction and encouraging additional spending.

When to send a cross-sell email

Omnisend analyzed customer engagement patterns across time zones to determine the peak performance for your open rates, clickthroughs, and conversions.

Here’s what our researchers found:

The best days for cross-sell emails

• Tuesdays capture 11.36% open rates
• Fridays drive 13.58% clicks and 5.4% conversions
• The 1st of the month converts at 5.52%
• The 2nd and 26th achieve 14.33% clickthrough rates
• The 10th and 24th reach open rates above 10.1%

Pro recommendation

For cross-sell emails, prioritize Fridays when customers click and buy most or Tuesdays if you want maximum visibility in their inbox.

The best times for cross-sell emails

• 8 PM reaches 59% open rates
• 2 PM captures 45% of opens
• 11 PM emails get 40% open rates
• Early morning (5-6 AM) shows high clickthrough rates
• Early evening (5-6 PM) delivers strong engagement

Pro recommendation

Send your cross-sell emails at 8 PM when people check messages before bed, or try 5-6 PM when they finish work and actively shop online.

How to set up a cross-sell email

Omnisend helps you create cross-sell emails without a steep learning curve. Its drag-and-drop automation builder provides intuitive control over when your messages appear, and you can use it to create beautiful messages.

Follow these steps to get started:

Step 1

• Navigate to the Automation tab in your Omnisend dashboard
• Select + Create workflow
• Find the Cross-Sell workflow — search cross-sell in the search bar or select Cross-Sell under GOAL: in the sidebar
• Select Customize workflow to go to the automation builder

Step 2

• Configure the cross-sell workflow settings:
  • The pre-built cross-sell email has clickable flows for the triggers, delay, and email content
• Select the triggers flow at the top and input your trigger filters until the workflow builder has no missing values — the image below shows a red outline on the triggers flow, signaling you need to complete it:

• Check and add exit conditions, such as Placed order or Exited segment, to define when your subscriber should exit the sequence
• Next, select the Delay flow and set the wait time before sending the email:

Step 3

• Select the Email flow to review your subject line, preheader, and sender’s name:

• Below those options, you will see a snapshot of your email template and two buttons to Edit content and Send test email — if you haven’t already created a template, select Edit content to load the email builder:

• Edit the template to match your branding 
• Access the Quick add sidebar menu option
  • Drag the Product recommender item into your email
• Edit the Product recommender item to create a visual layout you like and define the Products to recommend — for cross-selling, select Products contacts recently viewed or Products similar to past purchases:

• Select Finish editing once you’re happy with your email to return to the automation workflow builder

Step 4

• Complete the configuration and select Start workflow to activate it

Cross-selling vs. upselling: What’s the difference?

Cross-selling and upselling emails increase revenue and customer lifetime value, but they also target different shopping moments and buyer mindsets throughout the sales cycle.

Cross-selling

Cross-selling offers related items that pair naturally with customer purchases, like suggesting phone cases to someone who bought a smartphone.

Upselling

Upselling guides customers toward premium alternatives, such as recommending the deluxe camera model instead of the basic version.

Where they fit into your customer journey

Cross-selling emails work best after initial purchase confirmation. When a customer buys a camera, you send follow-up messages featuring memory cards, bags, or tripods. These emails target recent buyers who already trust your store enough to make a purchase.

Upselling emails works earlier in the journey. For instance, if a visitor views mid-range laptops, you can send an email showcasing premium models with better processors.

Cross-selling has the advantage of feeling helpful rather than pushy. Your customer bought hiking boots, so naturally, they might need moisture-wicking socks.

Both strategies work throughout the customer lifecycle but shift in approach. Early relationship upsells focus on features, while cross-sells with established customers can demonstrate exclusivity and personalized recommendations based on purchase history.

How to create an effective cross-selling strategy

Follow these steps to create a cross-selling strategy that generates sales:

Segment your audience

Segmentation divides your customer list into smaller groups with similar characteristics to help you recommend products that match customers’ needs.

Omnisend’s segmentation tool lets you create groups based on purchase behavior. Using Shopping Behavior filters, you can segment customers who order certain products. You can also use Web Activity filters to target customers based on their viewed pages.

Recent purchases create the best cross-sell opportunities. New camera owners could do with accessories now, not months later. Segmenting by purchase date will help you catch customers when they’re most receptive to related suggestions during their initial buying cycle.

Use personalization

Address customers by name and reference their purchases in subject lines. “James, your new hiking boots deserve proper socks” performs better than “Complete your purchase with accessories.”

Review timing and frequency based on purchase cycles. Camera buyers might need accessories immediately, while furniture customers could benefit from home décor suggestions weeks later.

Frame recommendations as helpful suggestions rather than sales pitches. “Your coffee maker works perfectly with these filters” positions the cross-sell as valuable advice rather than a transaction, making customers feel supported rather than sold to.

Automate your workflow

Set up triggered cross-sell emails that activate when customers meet criteria. Purchase confirmations, shipping notices, and delivery confirmations create natural opportunities to introduce complementary products when customer engagement is highest.

Omnisend’s pre-built Cross-Sell automation handles the technical setup, letting you focus on crafting compelling messages. Configure the workflow based on product categories or collections to ensure recommendations remain relevant to initial purchases.

Insert the Product Recommender block in your email template to display items that complement what customers already bought. Configure it to show personalized picks based on browsing history and past purchases.

Conclusion

Success with cross-sell emails comes from matching products that naturally complement each other, like Fitbit’s family device strategy or dbrand’s phone cases. 

Your recommendations should feel necessary, not random, so basing them on past purchases and browsed products is a good place to start.

Timing also matters when cross-selling products. Omnisend’s research shows that Friday messages drive the highest conversion rates (5.4%), and evening sends at 8 PM capture peak open rates (59%). Test multiple windows to see what works best.

Remember that cross-selling is but one part of your email marketing strategy. Combine it with upselling emails and promotional campaigns to cover your entire marketing funnel and drive maximum ROI from your efforts.

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