Cross-Sell and Upsell

Use this skill only after applying the 00-email-marketing-guardrails skill (../00-email-marketing-guardrails/SKILL.md).

What and why

A cross-sell recommends a complementary product, while an upsell recommends a more valuable alternative or expansion based on actual context. [KL-XSELL-01]

When and where

• Use placed or fulfilled order events for post-purchase cross-sell, and use viewed-product or other high-intent behavior only when the recommendation is genuinely relevant. [KL-XSELL-01]
• Wait until the customer is likely to have received the original order when the recommendation depends on product experience; Klaviyo’s default example uses 14 days after fulfillment as a testable baseline. [KL-XSELL-01]

How

• Filter by purchased/viewed category, compatibility, plan, lifecycle stage, and prior purchases so recommendations are specific. [KL-XSELL-01]
• Exclude already purchased, unavailable, incompatible, or recently returned items. [KL-XSELL-01][FTC-01]
• Explain the relationship between the original item and the recommendation instead of showing an arbitrary bestseller grid. [KL-XSELL-01]
• Use one primary recommendation set and CTA, with accurate price, availability, and terms. [FTC-01][BRAZE-STRAT-01]
• Measure attach rate, average order value, incremental revenue or margin, repeat purchase, returns, unsubscribes, and complaints. [MC-CONV-01][BRAZE-METRIC-01]