Someone who bought a camera might want a case or memory card. Cross-sell emails surface those complementary products at the right moment, adding value for the customer and revenue for you.

How do cross-sell emails work?

Using purchase or browsing data, you recommend items that pair naturally with what the customer chose — often in post-purchase flows or personalized campaigns.

Cross-sell vs. upsell

Cross-selling suggests complementary products (add-ons); upselling suggests a higher-end version of what they're buying. Both raise order value, but in different ways.

Cross-sell best practices

Recommend genuinely relevant items, time it well (post-purchase is ideal), keep suggestions focused, and lead with how they help the customer, not just the extra sale.