You’ve decided to automate an upsell email, and now it’s time to craft it.

You sit down to a blank page… without a clue what to write. Let us help!

Personalized subject

Yes, you can send an email with “Hi Paul” in the subject line… but including someone’s name is the least personal way to add personalization. Anyone can do that.

Real personalization lets the reader know that your email is valuable to them and prepared with them in mind.

You want to differentiate this email from the type of email that you might send to just anyone. (Don’t send emails to “just anyone” – they don’t know that!)

Here are some examples:

This will make your upcoming rafting trip even better (selling add-ons)

Want to “next level” your upcoming wine tour? We can help! (upgrade to VIP or private)

Remind them what they purchased

Open your email by reminding people what they purchased and why that was a good decision on their part.

Yes, you want to upsell, cross-sell or upgrade


Most people will not do that… let’s make sure they will still feel great about what they did purchase.

Here is an example:

We look forward to guiding you down the Ocoee. The trip you purchased is a gently one, and our guides will make sure you enjoy the river, understand the area’s history, and are able to get out a splash a little.

Your upcoming trip boasts a ride through wine country in our 12-passenger van. You’ll love the huge windows that allow you to see vineyard for miles. Plus, the six stops we picked for you will knock your socks off!

Mindfully present your upsell + include a photo

There a number of factors that go into an upsell conversion: Your email’s timing, their budget, their availability… but one of the most compelling is factors is what you offer in your upgrade.

This is how they really know you are paying attention to them.

Here are some examples, but not an exhaustive list. There might be exceptions to these rules… especially if you point those out, but in general…

Don’t offer the 21+-only rum tour if they booked a child ticket  (unless you also mention something about leaving the kids behind.)

Don’t offer a tour they’ve already taken in the past (unless it’s new and improved and you’re explaining why they should take it again)

Don’t offer a tour that’s part of a package they already booked

Don’t offer something that is too similar to what they are booked on (unless you explain the differences)


Don’t forget to add a photo when mentioning your upsell. You want something that really drive home what they are missing out on.

Explain why the upsell is better

It’s not enough to just tell them what the upsell offering is, you have to explain why it’s better.

I’m not saying to write a novel… but you do want to give an elevator pitch (bullets are great, too.)

I recommend using different wording that you do on your website. You can share the same message, but you want them to hear it in a fresh, new way.

Share reviews

If someone has not toured with you in the past, then they are nervous. Will they get the value you promised? Will this fit their personality?

Using a few reviews… ones with detail about what the customer loved, specific to the upsell… can go a long way in building trust.

Take them back to the website

Don’t forget to add a button that allows them to go back to your website and buy! And by all means, please PLEASE add clever text to your button.

“Click here” has so much less appeal than something like, “I need the photo package!” when it comes to button copy.

FareHarbor has released “change” functionality recently, so you can link to that, also.

If the change requires your involvement (let’s say, cancelling the tour and purchasing the upgrade) then your call-to-action (CTA) button might be linked to a phone number rather than a web page.

Finally, your email readers love to click photos… so don’t forget to add a link from your photo to the same place your CTA link takes them.

If you want to learn more about how to upsell your tours strategically, schedule a demo with us today.

Lesli Peterson
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