Downsell Sequence for Shopify Store Owners Email Guide
Why Downsell Sequence Emails Fail for Shopify Store Owners (And How to Fix Them)
A customer adds items to their cart, heads to checkout, then vanishes. They wanted to buy, but something held them back.
You've probably seen it before. A potential buyer gets cold feet at the last minute, or perhaps the initial offer just wasn't the right fit for them right now.
It feels like a lost sale, a missed opportunity. But a 'no' to one offer doesn't have to mean a 'no' to your store entirely.
A strategic downsell sequence can recapture that interest, offering a stepping stone that aligns better with their current needs or budget. It's about keeping them engaged and turning a potential loss into a win.
The templates below are designed to do just that. They'll help you pivot from a missed sale to a successful conversion, without sounding desperate or pushy.
The Complete 3-Email Downsell Sequence for Shopify Store Owners
As a shopify store owner, 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 looks like our main offer wasn't quite what you needed right now, and that's perfectly fine. Running a Shopify store means making smart choices about every penny and every new strategy.
We understand that sometimes, the timing isn't right, or a big commitment feels overwhelming. You're focused on daily operations, inventory, and keeping your current customers happy.
But we still believe in helping you achieve higher conversions and more sales. We've put together something that might be a better fit if you're looking for a simpler, lower-commitment way to start seeing results.
It's a step-by-step guide to quickly improving your store's average order value. It's designed to give you a quick win without the upfront investment of our full program.
We'll share the details of this alternative soon. We just wanted to acknowledge your initial choice and let you know we're still here to help your store thrive.
Best, [YOUR NAME]
This email uses empathy and validation. By acknowledging their decision ("that's perfectly fine") and showing understanding of their challenges ("making smart choices about every penny"), it disarms any defensiveness. It then subtly reintroduces the core problem and hints at a simpler solution, creating curiosity without being pushy.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Yesterday, we talked about finding the right solution for your Shopify store. If our primary offer felt like too much, too soon, we have an alternative that might be exactly what you need.
It's called [PRODUCT NAME], and it’s specifically designed for store owners who want to boost their average order value without a huge time or financial commitment. Think of it as a focused starting point.
Instead of a comprehensive overhaul, [PRODUCT NAME] helps you quickly implement small, effective changes. It's a bite-sized solution that delivers tangible improvements you can implement today.
You'll get practical strategies for product bundling and simple upsell prompts, all aimed at getting you faster results with less effort. It’s the perfect way to test the waters and experience the value we offer.
Ready to take a smaller, effective step towards improving your store's performance? [CTA: Learn about [PRODUCT NAME] →]
Best, [YOUR NAME]
This email uses the "foot-in-the-door" technique. By presenting a smaller, less daunting offer, it lowers the perceived risk and commitment. It clearly contrasts the downsell with the main offer, positioning it as an accessible entry point that addresses a specific, immediate pain point, making it an easy "yes."
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
This is a quick reminder about [PRODUCT NAME], our streamlined solution for Shopify store owners looking to boost their average order value. Many store owners find that even small, focused changes can lead to significant improvements in their operations and sales.
This is your chance to grab one of those changes at a very accessible price point. We're closing the doors on this special downsell offer at [TIME] on [DATE].
After that, [PRODUCT NAME] will only be available as part of our full program, or at a higher price. If you've been on the fence, now is the time to act.
Don't let this opportunity to make an immediate impact on your store slip away. Take that first step.
Get [PRODUCT NAME] before it's gone. [CTA: Claim your offer now →]
Best, [YOUR NAME]
This email employs scarcity and urgency, powerful psychological triggers. By setting a clear deadline and stating the consequence of inaction ("only available as part of our full program, or at a higher price"), it creates a fear of missing out (FOMO). It also reinforces the immediate benefit, prompting a swift decision.
4 Downsell Sequence Mistakes Shopify Store Owners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming a 'no' means no interest at all | Recognize that 'no' often means 'not right now' or 'not at that price point', and offer a scaled-down solution. |
✕ Overwhelming potential customers with too many options after an initial decline | Present a single, clear, and significantly simpler downsell offer. |
✕ Using aggressive or guilt-tripping language in follow-up emails | Maintain an empathetic, helpful, and understanding tone to build trust, even if they decline again. |
✕ Failing to segment customers who declined the main offer | Tag and segment these customers in your CRM to deliver targeted downsell sequences and future relevant offers. |
Downsell Sequence Timing Guide for Shopify Store Owners
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 Shopify Store Owner Specialty
Adapt these templates for your specific industry.
Single Product Stores
- Offer a smaller quantity or sample size of the core product as a downsell.
- Present a complementary accessory or a digital guide related to the product.
- Focus the downsell on a specific, high-value feature of the main product, offered as a standalone mini-course or tool.
General Stores
- Downsell a best-selling, lower-priced item from a popular category.
- Offer a 'starter pack' or 'discovery box' with a few diverse, low-cost items.
- Use the downsell to introduce a specific product line they might not have considered.
Niche Stores
- Create a downsell that solves a very specific, common pain point within the niche.
- Offer a digital guide, checklist, or template that provides immediate value related to the niche.
- Suggest a lower-priced, essential tool or component relevant to their niche hobby or interest.
Subscription Stores
- Offer a one-time purchase of a single item from the subscription box.
- Downsell a shorter, trial subscription period at a reduced rate.
- Provide a digital product (e.g., exclusive content, recipes, guides) related to the subscription theme.
Ready to Save Hours?
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