Service upsell email template
Two kinds of offer: a personalised expansion email to one client, based on something you noticed in their account, and a new service announcement for clients it fits.
Copy the email
Personalised expansion offer
Send to one client, based on something you noticed in their account. Offer a short call or a pilot.
Hi [Client Name], While working on [current work], we noticed [specific observation, e.g., "most of your new traffic lands on three blog posts that don't link to your demo page"]. I think [Service Name] could help with that. In short, it's [one-line description]. How it would help [Company Name]: - [Benefit tied to their goal, e.g., "more of your existing traffic reaching the demo page"] - [Second benefit] - [Third benefit] What's included: - [Deliverable 1] - [Deliverable 2] - [Deliverable 3] Investment: $[amount] per [month/project]. [Optional: "We could also start with a [X]-week pilot for $[amount] to test it first."] Why now: [timing reason, e.g., "the new site is live, so the next step is getting more from the traffic it already gets."] If it sounds useful, I'd be happy to walk you through it on a short call. If it's not the right time, no problem at all. Best, [Your Name] [Your Company] [Phone]
Hi [Client Name], Something came up while we were working on your account that I wanted to share. We noticed [specific observation]. I think [Service Name] could help: [one-line description in plain language]. Why it could work for you: - [Benefit tied to their situation] - [Benefit 2] - [Benefit 3] What you'd get: - [Deliverable 1] - [Deliverable 2] It would be $[amount] per [period], or we could try a short pilot first. No pressure at all. If it sounds interesting, reply or grab a time here: [Calendar link] [Your Name] [Your Company] [Phone]
Hi [Client Name], Based on our current work, I recommend adding [Service Name]. What we've seen: [observation] Service: [short description] Investment: $[amount] per [period] Expected benefits: - [Benefit 1] - [Benefit 2] - [Benefit 3] Included: - [Deliverable 1] - [Deliverable 2] - [Deliverable 3] Example: [a real result from a similar client, if you have one and permission to share it] Options: - Full engagement: $[amount]/month - [X]-week pilot: $[amount] Next step: a 15-minute call to discuss fit: [Calendar link] No obligation. If this doesn't fit your current priorities, I understand. [Your Name] [Your Company] [Phone]
New service announcement
Send when you launch a service, only to clients it fits. A lighter ask: read more or book a call.
Hi [Client Name], I wanted to let you know we've started offering [New Service Name]. What it is: [one or two sentences, e.g., "a monthly content program that plans, writes and publishes two in-depth articles and supporting social posts"]. Who it's for: businesses that [qualifying criteria]. Why I thought of you: [personal connection, e.g., "When we rebuilt your site, you mentioned wanting to publish more regularly but not having the time."] What's included: - [Deliverable 1] - [Deliverable 2] - [Deliverable 3] Price: from $[amount] per [month/project]. [Optional: "Existing clients who start before [date] get [offer]."] If it sounds useful, I'd be glad to talk it through: [Calendar link]. Or read more here: [Link] And if it's not a fit right now, no problem at all. Best regards, [Your Name] [Your Company] [Phone]
Hi [Client Name], Quick news: we've launched [New Service Name], and you were one of the first people I thought of. In short: [plain-language description]. Why you: [personal connection, e.g., "After our work on [past project], I know [goal] is high on your list."] What you'd get: - [Deliverable 1] - [Deliverable 2] - [Deliverable 3] It starts at $[amount] per [period]. [Optional existing-client offer.] If you're curious, let's chat: [Calendar link]. If not, no worries at all. [Your Name] [Your Company] [Phone]
Hi [Client Name], [New Service Name] is now available. Service: [one-line description] For: [who it suits] Includes: - [Deliverable 1] - [Deliverable 2] - [Deliverable 3] Price: $[amount] per [period] Existing client offer: [if applicable] Why it may suit [Company Name]: [link to their past work or goals] Next steps: - Read more: [Link] - Book a call: [Calendar link] - Or reply with questions [Your Name] [Your Company] [Phone]
How to use: copy the version that fits, paste it into your email client as plain text, and replace every [bracket] with your details. Delete any line that does not apply.
Need several of these? Download every agency email template as one plain-text file.
When to use this template
Best practices
Connect to a goal they already have
Frame the new service as a way to reach a goal you are already working toward. "You want more demo requests; this is how we get more of your existing traffic to the demo page" lands better than a list of features.
Use a real example
If a similar client added the same service, share what happened, with permission. A real result from a comparable situation is more persuasive than a projection. If you have no example yet, say what you would measure in a pilot.
Offer a low-risk start
A short pilot or a smaller first phase makes it easy to say yes. For example: "We could run a six-week pilot before you commit to a monthly retainer."
Send it on its own
Do not tuck an upsell into a status update or invoice email. Give it its own email so the client can consider it properly, and so your routine updates stay trusted.
Quick tips
- Start with a specific observation from the current work
- Link the service to a goal the client already has
- Give scope and price in a few lines
- Offer a pilot or smaller first step
- Make "not now" an easy answer
- Do not upsell during a problem or right after a price rise
What makes this template work
Starts from an observation
Opens with something you saw in the client's work, not with your service list.
Tied to their goal
Connects the new service to a goal the client already has.
Clear scope and price
What is included and what it costs, in a few lines.
Low-risk start
Offers a pilot or a smaller first step.
Easy to decline
Says plainly that no is a fine answer.
Announcement version
Includes emails to announce a new service to all your existing clients.
Frequently asked questions
When should I upsell to an existing client?
After a clear success, when the client mentions a new goal, or when your work reveals a gap your service fills. Avoid upselling during onboarding or while an issue on the account is unresolved.
How do I avoid being pushy?
Lead with an observation and the client's goal, keep it to one email, and say plainly that no is fine. If they do not reply, mention it once more in your next review call rather than chasing by email.
What if the client says no?
Thank them and let it go. Note the idea for your next quarterly review, when circumstances may have changed.
Should I discount an upsell?
Usually there is no need. A pilot at a lower total commitment lowers the risk without cutting your rate. If you bundle services, a small bundle saving is fine.
Can I offer add-on services through the AgencyPro portal?
Yes. AgencyPro lets you list services in your client portal so clients can request them. Credit-based and hourly services are on the Pro plan.
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