Cross-Selling: Free HTML Templates for Email Marketing Campaigns

When I had decided to start practicing mindfulness, I was on the lookout for an app to help set the right mood for meditation. Soon I found one that seemed perfect: it had soothing soundscapes, breathing exercises, and altogether everything I needed to create a peaceful routine. Nonetheless, what caught my attention a few days later was an email from my new app: “Struggling with early wake-ups? We’ve got you covered.” The app had a guided wake-up service designed to ease the transition from sleep to waking up—exactly what I’d been struggling with since becoming a freelancer. One click, and another missing piece of my routine was on my phone (and soon in my schedule too).

That was cross-selling. And when done right, it feels like a solution a customer was looking for. And while in-app recommendations can work, cross-sell emails have a unique advantage: they reach customers at the right time, nudging them toward products or features they genuinely need.

In this article, we are exploring how to improve cross-selling , why email is such a powerful tool, and how to craft offers that customers actually want to say yes to.

What Is Cross-Selling?

When it comes to boosting revenue, cross-selling is used by an overwhelming number of U.S. e-commerce companies. Instead of focusing solely on attracting new customers, businesses can maximize the value of their existing ones by offering complementary products or services.

So, what is cross-selling? At its core, cross-selling means suggesting additional items that enhance or complete a customer’s purchase. For a customer buying a smartphone, suggesting a protective case as an add-on will be a cross-sell marketing move. It’s the same strategy behind the “Customers also bought” sections you see on Amazon or the extra toppings suggested when ordering a pizza. The goal is to increase the average order value (AOV) while making the purchase more valuable to the customer.

How to Improve Cross-Selling ? 

1. Use pre-designed templates for maximum efficiency

One of the easiest ways to scale cross-sell marketing efforts is by using cross-sell emails and professionally designed email templates. A high-quality email template can be used as a canvas on which marketers can “paint” stunning campaigns without investing too much effort.

A good cross-selling template makes sure your message is visually appealing, easy to process, and most importantly, personalized. So, instead of manually crafting every cross-sell campaign from scratch, marketers can focus on refining offers and personalizing suggestions, which makes cross-selling campaigns more attractive and scalable.

2. Personalization is key

Customers don’t want to be bombarded with random product recommendations. The more relevant the cross-sell offer, the higher the likelihood of conversion. Leverage customer data—past purchases, browsing behavior, and preferences—to make intelligent suggestions.

For example, if someone just bought a camera, offering a tripod or memory card makes sense. But if they purchased running shoes, suggesting fitness accessories like a water bottle or compression socks would feel more natural than pushing a completely unrelated product.

3. Timing matters

When and where you introduce cross-selling offers can make or break their effectiveness. Some of the best moments include:

• During checkout: Suggest add-ons before they complete their purchase.
• Post-purchase emails: Send a cross-sell email a few days after the initial purchase with complementary recommendations.
• On product pages: Display “Frequently bought together” sections based on real customer behavior.

Sometimes a well-timed cross-selling opportunity can be really helpful for a customer and more likely to result in an additional sale.

4. Bundle smartly

Bundling products is an easy way to introduce cross-selling without making the customer feel like they’re spending extra. Offer value-packed bundles at a slightly discounted price, making the cross-sell option too good to ignore.

For example, in the beauty industry, brands often bundle cleansers, serums, and moisturizers together, increasing an order value while giving customers a convenient solution.

5. A/B test your offers

Not sure if your cross-sell marketing efforts are working? A/B testing can help. Test different product pairings, email subject lines, or checkout placements to see what works best for your audience. Even small changes, like changing CTA buttons or adding customer reviews, can significantly impact conversion rates.

Cross-Sell Email Template for SaaS

Why this template works

This cross-sell email template works because it does exactly what a great cross-selling email should—makes an offer feel like an opportunity. Right from the start, the email leads with a relevant and valuable suggestion, positioning the CRM as a natural next step for the user. The cross-sell offer is introduced in a natural way, which reinforces the idea that adding the CRM will help users get more out of the tools they already have. This sets the tone for the rest of the email, keeping the focus on the benefits rather than just the product itself.

The way this offer is presented is also worth mentioning. The structure follows a logical flow: a strong, customer-focused introduction smoothly transitions into the CRM’s key features and wraps up by directing users to community resources and further engagement.

Finally, the design of the offer looks very cohesive. The visual elements work together in a very harmonious way throughout the campaign, while pastel colors transition into one another smoothly. The result? An email that doesn’t push an extra product but actually makes it easy for the user to say yes to the cross-sell.

Customization ideas

1. Personalization based on user behavior

Instead of a one-size-fits-all approach, the template can be customized to reflect the recipient’s specific usage patterns. If a user has been actively using one feature but hasn’t explored others, the email can highlight how the cross-sell offer complements their workflow.

2. Dynamic product pairing for different user segments

For businesses offering multiple cross-selling opportunities, the template can dynamically adjust the recommended product based on the user’s plan, industry, or past purchases. A SaaS company, for example, could cross-sell different CRM tiers depending on whether the user is a small business or an enterprise customer.

3. Gamified or incentivized offers

For users who might need an extra push, customizing the template with limited-time discounts, free trials, or exclusive bonuses can increase conversions. A small visual kick—such as adding a countdown timer or a “VIP early access” badge—can make the offer more compelling.

Cross-Sell Email Template for E-Commerce

Why this template works

This cross-selling email template is designed specifically for the automotive industry. The email leads with a highly relevant recommendation, making sure that the customer sees it as a natural next step, not as a hard sale attempt. Whether it’s a premium car accessory or an extended service package, the offer is positioned as something that enhances the customer’s original purchase. It’s not just about selling more but actually about elevating the driving experience.

What really makes this template effective is its structure. The email opens by acknowledging the customer’s previous purchase, which immediately makes the message feel personal and intentional. From there, it transitions into the cross-selling offer, clearly outlining why the recommended product is a smart addition. The final section ties everything together with a strong call to action, making it easy for the customer to act on the offer.

Visually, the template feels as premium as the products it promotes. The design is modern, with high-quality, realistic visuals that, combined with the copy, make the cross-sell feel like an obvious choice.

Customization ideas

1. AI-powered smart suggestions

Swap generic recommendations for AI-driven ones. The template can auto-select the best cross-sell product based on driving habits, location, or seasonal needs—like winter tires for colder regions or sunshades for hot climates.

2. Mystery upgrade offer

Turn the cross-sell into a surprise: “Upgrade your ride—open to reveal your exclusive offer!” Clicking the CTA could unlock a mystery discount, giveaway, or limited-time bundle.

3. “Test drive” before buying

Offer a risk-free trial for accessories or upgrades—let users try premium car mats, seat covers, or tech add-ons for 30 days before committing. This can make customers more likely to accept the cross-sell when they know there’s no risk.

If you want more great email cross-sell examples and tips on how to write them, you’ll definitely like this article: Cross-Sell Email Examples & Tips For Writing.

10 Effective Cross-Sell Email Subject Lines

1. Struggling with [Pain Point]? This Upgrade Makes It Easy.
2. You’ve Got [Main Product]—Now Unlock Its Full Potential!
3. One Simple Add-On to Make [Customer’s Goal] Even Better.
4. You’re Using [Product] Like a Pro—Take It to the Next Level.
5. A Small Upgrade, a Big Difference—See What’s Waiting for You.
6. Make Your Experience Smoother with This Must-Have Addition.
7. Your [Product] Is Great. Here’s How to Make It Even Smarter.
8. Don’t Miss Out—This Feature Was Made for You!
9. Users Like You Love This Add-On—Here’s Why.
10. We Saw You’re Enjoying [Product]—This Will Make It Even Better.

To Sum Up

In this article, we explained why cross-selling works. We also showcased the ways that can make this strategy truly efficient. One of them is using professional email templates, which can take your cross-sell marketing from hit-or-miss to consistently high-converting.

A well-structured cross-sell email makes the offer feel relevant, natural, and valuable. It puts the right product in front of the right customer at the right time.

But templates are just one piece of the puzzle. The real magic happens when personalization, timing, and strong CTAs work together to create an offer that feels like an upgrade. So, if you’re looking to improve cross-selling, start by optimizing your emails—and watch how a simple, well-placed suggestion works its magic.