Downsell Sequence for Illustrators Email Guide
Why Downsell Sequence Emails Fail for Illustrators (And How to Fix Them)
A client just turned down your dream project. Your heart sinks.
But what if that 'no' wasn't the end, but the beginning? Every illustrator faces rejections.
Sometimes your premium package is out of budget, or the timeline doesn't align perfectly. It feels like a lost opportunity, a missed connection with someone who genuinely likes your work.
That's where a downsell sequence shines. It's not about settling; it's about offering a tailored alternative that still provides immense value and keeps your foot in the door.
It turns a potential 'never' into a 'not yet' or, better still, a 'yes' to a different, still valuable service. The emails below are designed to gently guide those hesitant clients towards a solution that works for both of you, without sounding desperate or devaluing your art.
The Complete 3-Email Downsell Sequence for Illustrators
As an illustrator, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
It's completely understandable if my initial [PREMIUM SERVICE/PACKAGE] wasn't the perfect fit right now. Budgets shift, project scopes evolve, and sometimes the timing just isn't right for a big commitment.
I truly value your interest in my work and the vision you shared. My goal is always to help clients achieve their desired results, and if the current offering doesn't quite align, I want to explore other ways to support you.
Many illustrators find themselves in similar situations, where a client loves their style but needs a more focused solution to start. I've been thinking about how I might still be able to help you move forward.
I believe there might be a simpler, more accessible way to kickstart your project or tackle a specific part of your needs, without the full scope of my premium service. I'm keen to find a solution that works for you.
Best, [YOUR NAME]
This email employs the principle of reciprocity and empathy. By acknowledging their decision without pressure and showing genuine understanding, you build trust. It frames the downsell not as a concession, but as a thoughtful effort to meet their specific needs, making them more open to the next offer.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Following up on our last conversation, I wanted to share a more focused option that might be a better fit for your current project and budget. I've put together a [DOWNSOLD SERVICE/PACKAGE, e.g., 'mini character concept package' or 'single illustration asset'] designed to address [SPECIFIC PAIN POINT ADDRESSED BY DOWNSOLD, e.g., 'getting a distinct character design quickly' or 'creating a key visual for your social media'].
This offers a chance to experience my illustration process and get tangible results without the larger investment of my [PREVIOUS OFFER]. It's a perfect way to test the waters, get a foundational piece, or tackle a critical element of your project immediately.
It includes [KEY FEATURE 1 of downsell] and [KEY FEATURE 2 of downsell] for a clear [DOWNSOLD PRICE] investment. It's designed to provide a high-quality outcome efficiently.
Would you be open to a quick chat to see if this smaller, targeted solution aligns with what you need right now?
Best, [YOUR NAME]
This email uses the contrast effect and foot-in-the-door technique. By presenting a smaller, more accessible offer after a larger one, the downsell appears more reasonable and achievable. It also encourages a small commitment that can lead to larger engagements later, building momentum and trust.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
Just a quick reminder that the special offer for my [DOWNSOLD SERVICE/PACKAGE] is closing soon. This is your last opportunity to secure a targeted illustration solution, like a [SPECIFIC DOWNSOLD DELIVERABLE, e.g., 'unique character sketch' or 'custom icon set'], without committing to a full project.
It's designed to give you a quick win and move your project forward. Many illustrators find that offering these focused services helps clients get started, build confidence, and often leads to larger projects down the line.
Don't miss out on this chance to get high-quality work at a more accessible entry point. The opportunity to secure this specific offer at this rate will conclude on [DATE/TIME].
After this, the offer may not be available or the terms might change. If you're still considering how to best advance your project with effective visuals, now is the time to act. [CTA: Secure your focused illustration solution now →]
Best, [YOUR NAME]
This email employs scarcity and loss aversion. By clearly stating a deadline and implying that the offer might not return, it triggers the psychological fear of missing out (FOMO). People are often more motivated by the potential loss of an opportunity than by the potential gain, driving them to act before it's too late.
4 Downsell Sequence Mistakes Illustrators Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only offering one premium service package to clients. | Develop tiered packages or offer smaller, focused services as downsells. |
✕ Not following up after a client declines an initial offer. | Implement a downsell email sequence to offer compelling alternatives. |
✕ Taking client rejections or budget limitations personally. | View rejections as opportunities to refine offers or pivot to a different, suitable solution. |
✕ Failing to clearly articulate the value of a smaller, downselled service. | Focus on specific, immediate benefits and quick wins the downsell provides. |
Downsell Sequence Timing Guide for Illustrators
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Illustrator Specialty
Adapt these templates for your specific industry.
Digital Illustrators
- Offer a single asset creation (e.g., custom brush pack, unique texture, specific icon) as a downsell.
- Provide a basic concept sketch package for a character or scene.
- Host a paid 'digital art review' session instead of a full commission.
Children's Book Illustrators
- Downsell a single character design concept instead of a full cast.
- Offer a cover-only illustration service.
- Provide a mood board and color palette development service.
Editorial Illustrators
- Offer a single spot illustration or infographic element.
- Provide a quick conceptual sketch for an article.
- Downsell a revision package for existing work.
Character Designers
- Offer a single pose or expression sheet instead of a full character turnaround.
- Provide a simplified character concept sketch with basic color.
- Downsell a specific prop or accessory design for a character.
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