8 Best SaaS Upsell & Product Upgrade Email Strategies (2025)

💬 There are numerous initiatives, channels, campaigns and strategies that you can do with the goal of getting more users to upgrade - but one key channel that does play a major role as part of a SaaS upsell/upgrade strategy are emails, whether promotional or through automated/behavioural flows.

Different experiments and tactics for SaaS emails for upgrading/upselling existing users

💬 Below I share low-cost tactics/experiments that you can test through your emails (automated or one-off promotions) - the key thing to remember is to segment where possible to maximise delivery and performance.

Somewhat no brainer checklist point here, but with any upgrade/upsell email strategy, you need to state your core features - but it’s not just about explaining/stating what the features do or how they work, but how much value they can unlock to help with user objectives. 

Recommendation: And with these sorts of emails, you want to try incorporate social proof where possible.

‍

• Really like this example from Stark - especially in terms of copy, images and layout
• They've been smart with copy as well, saying what the features do, but also highlighting the value - both done succinctly
• Images and the close ups are great - easy to those scanning quickly (which most subscribers do)

‍

‍

• Another example I like from Citizen, pointing out key features and good imagery

‍

One of the key offers/incentives you should have in place as part of increasing overall APRU (and even the likes of LTV) are “switch to annual” offers. 

When it comes to promoting via email to monthly paid users, you don’t need to overcomplicate them - because remember, they’re already paying for the product. You just simply want to highlight how much they can save, and focus on one clear CTA.

• Just like with this example from Zoom - clear copy and simple CTA

‍

Naturally as part of any nurturing automation sequences and event-based emails you’re running, you want to deliver messaging and focus on features during free-trial periods - and stay top of mind to segments that are active during the segments to encourage them to upgrade. 

‍

• I like this layout from Canva, showcasing some core features with images
• They also added a section towards the bottom with other "added" capabilities

‍

Incorporating “thank you” and some sort of customer appreciation emails are good to have as part of the mix - great to make customers feel gratitude and build an emotional connection with the brand. 

Plus, it’s a great tactic as well to have an excuse to share some sort of incentive/offer.

• And you don’t need to overthink these types of emails either - just like this example MacPaw.
• Two CTAs with survey request and reminder of offer is worth experimenting

‍

This is a great tactic to nudge users to understand the value they’re receiving from the product - plus, it’s a FOMO angle to encourage action faster (as they will lose capabilities if they don’t upgrade).

• Zapier are very good with these types of emails

‍

Speaks for itself why you should be incorporating scarcity and FOMO-based emails like this as part of your upsell/upgrade strategy.

In terms of important elements to think about, you should do some tests/experiments across elements such as:

• Countdown timers with a clear deadline
• Great offer which is tailored to the user segment you’re wanting to upgrade
• Angle particular features (again, tailored to attributes/behaviours through event data, which makes contextual sense to the user)
• Highlight social proof/customer story previews (where they can read more) - and/or including a great review/quote
• Clear CTA

Potential experiment: something to also consider is a scarcity-focused campaign around a key sales period, where you limit the amount of offers that can be redeemed. 

‍

• Love this from Restream - great countdown timer towards the top, which is right there as one of the main elements as subscribers/users open
• Short, concise copy about the offer
• Use of social proof of their top customers

‍

‍

• Good end of year off email example from Evernote - simple, clear CTA

‍

A test to try to creating a visual comparison table/graphic that highlights the key differences between pricing-tiers. 

Helps accelerate understanding for users to know the primary differences in a visually succinct way. 

And these two examples set a good standard of what you could do for your SaaS.

‍

• Great example from Framer, which you can tell is part of their onboarding sequences for new users to help encourage freemium/free-trial users to upgrade.
• Comparing plans like this assists with users understanding value and differences between capabilities within plans

‍

‍

• I also like this design layout from Grammarly - for layouts like this with the table, keep in mind to design for mobile

‍

Sharing key milestone/anniversary emails are a great opportunity to highlight a special offer/incentive. 

And it can work effectively with the right messaging and theme of the email.

Just like this example from Grammarly.

• Great layout and also like the fact they've stated "two deals to choose from" for a milestone like this