Be a Repeat Business Master: Warm Lead Email Templates for Past and Existing Customers

Boost repeat business with warm lead email templates for upselling and cross-selling. Retain customers, foster relationships, and maximize revenue effectively.

Be a Repeat Business Master: Warm Lead Email Templates for Past and Existing Customers

Retaining existing customers is just as important as acquiring new ones, do we agree on that? But sometimes, it can feel like a struggle to keep those past and existing clients engaged and coming back for more. In this article, we'll explore the power of warm lead email templates for reselling to past and existing customers, with a focus on upselling and cross-selling. Let's dive in!

Why Reselling to Existing Customers Matters

Before we get to the templates, let's take a moment to understand why reselling to existing customers is so important. Did you know that it costs 5 times more to acquire a new customer than to retain an existing one? That's right, and by focusing on reselling to your past and existing clients, you're able to:

  • Increase customer lifetime value
  • Foster long-term relationships
  • Improve customer retention
  • Encourage repeat business
  • Boost revenue with lower acquisition costs

Upselling and Cross-Selling: The Dynamic Duo

Afro-American salesman explaining the statistics of business related to upselling and cross-selling

Upselling and cross-selling are two powerful strategies that can significantly impact your bottom line. Let's briefly define each term:

  • Upselling: Encouraging customers to purchase a higher-priced item or add-on to their initial purchase.
  • Cross-selling: Suggesting related products or services that complement the customer's initial purchase.

These techniques are crucial for maximizing revenue from your existing client base. They help you tap into your customers' needs and wants, offering them tailored solutions they might not have considered. Now, let's explore how warm email outreach can help you ace upselling and cross-selling.

Warm Lead Email Templates: Your Secret Weapon

By using these templates, you can effectively communicate with your past and existing customers, offering them personalized recommendations and enticing deals. Here are some tips for crafting the perfect warm emails for reselling:

  • Personalize your emails: Address the recipient by name and mention their previous purchases. (Psst! Pipebooster is at your side to save the pain of doing it manually.)
  • Offer value: Share relevant content or promotions tailored to their interests.
  • Highlight benefits: Emphasize how your products or services can solve their problems or enhance their lives.
  • Include clear CTAs: Make it easy for them to take action, like clicking a link or contacting you directly.

Using and Customizing Email Templates Effectively

Businesswoman engaged in thinking time to craft the best personalized email

Email templates can save you time and help increase the number of outreaches. However, it's important to customize them for maximum impact. Here are some best practices for using and customizing email templates:

  • Pay attention to the subject line: Include the prospect's name if possible, and keep the subject line concise, specific, and personal. Examples of effective subject lines are "Hello [name]" or "[Introduction] [your name/company] <> [their name/company]."
  • Email body: get to the value quickly. The first sentence in the body of your email is crucial, as many email clients display the first few lines of text alongside the subject line. Think about what would capture your own interest in the first five seconds of the email.
  • Personalize as much as possible: Focus on the parts of your email that will resonate with your prospect. This is especially important for follow-ups and re-opening channels. Personalize by using names of people, companies, and products; validating their company's mission; addressing their concerns and how you can help; and referencing notes from previous discussions.
  • Seek feedback, analyze, and adjust: Seek feedback on your email templates from loyal customers, investors, or colleagues. Ask if they would open and reply to the email, what is clear or unclear, and how the email makes them feel. Use this feedback to improve your templates and make them more effective.

Follow-up Email Template Examples for Upselling and Cross-Selling

Ready to put these tips into action? Here are a few follow-up email template examples for contacting warm leads with the purpose of reselling to past and existing customers:

Upselling Template

Subject line:

Hey [Name], Upgrade Your [Product/Service] Experience Today!

Hi [Name],

We noticed you've been enjoying your [Product/Service] and we're thrilled to have you as a loyal customer! Did you know that you can take your experience to the next level with our [Premium Product/Service]? Here's how it can benefit you:

  • [Benefit 1]
  • [Benefit 2]
  • [Benefit 3]

[CTA: Upgrade Now and Save 20%]

If you have any questions, feel free to reply to this email or give us a call. We're here to help!

Cheers, [Your Name]

Cross-Selling Template

Subject line:

[Name], Discover the Perfect Companion to Your [Product/Service]

Hi [Name],

Thanks for being a valued customer! We think you'll love our [Related Product/Service], which pairs perfectly with your recent purchase of [Product/Service]. Here's why you should consider adding it to your collection:

  • [Benefit 1]
  • [Benefit 2]
  • [Benefit 3]

To sweeten the deal, we're offering you an exclusive [Discount]% off when you buy [Related Product/Service] within the next week.

[CTA: Claim Your Exclusive Discount Now]

If you have any questions or need assistance, feel free to get in touch.

Best regards, [Your Name]

Remember: One Size Doesn't Fit All

While these templates serve as a great starting point, it's essential to adapt them to your unique audience and offerings. Keep your customers' preferences, past interactions, and current trends in mind as you customize your sales pitch and email templates to help build trust and resell. Pipebooster's powerful automation features is the numer one solution for this, or you can also connect Pipebooster with and tap into the power of both AI tools.

Research-Backed Strategies for Success

A drawing symbolizing revenue growth due to upselling and cross-selling

Here's an interesting fact: McKinsey found that cross-selling can increase a business’s revenue by 20% and its profitability by 30%. So, don't hesitate to implement them with your sales team and boost your email outreach strategy.

Some Pro Tips to Increase Your Response Rate:

  • Mix things up: Combine email with other communication channels like phone calls, video messages, or SMS to keep things fresh.
  • A/B test: Experiment with different subject lines, email formats, and CTAs to find what resonates best with your audience.
  • Timing is everything: Reach out to your customers when they're most likely to be receptive, like after a positive interaction or a recent purchase.

Conclusion: Warm Lead Email Templates for the Win!

Upselling and cross-selling are powerful strategies for maximizing revenue and fostering long-term relationships with past and existing customers. By leveraging warm lead email templates, you can effectively target your audience with personalized emails that are value-driven. So, go ahead and put these tips and templates into action, and watch your repeat business soar!


How can B2B companies use warm lead email templates to increase repeat business?

B2B sales reps can use the above email templates in their email campaigns to engage with past and existing customers by offering personalized recommendations, upselling and cross-selling opportunities, and delivering value-driven messages, ultimately fostering long-term relationships and increasing repeat business.

How do warm lead email templates differ from cold sales email templates?

While cold sales email templates target prospects with no prior relationship, warm lead email templates focus on existing customers or contacts, using personalization and prior interactions to offer tailored solutions, upselling and cross-selling opportunities, and promoting repeat business.

About the author
Vlastimil Vodička
Vlastimil Vodička

CEO of Leadspicker

Vlastimil Vodicka is a startup founder with a Venture Capital background. In recent years, with his co-founder, he has built a technology startup that Deloitte has recognized as the 16th fastest-growing technology company in the Central European Deloitte Fast 50 2019 program. After having bootstrapped and earned the first million dollars themselves, Leadspicker landed $2 million in seed funding from Reflex Capital and J&T Ventures.

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