# 06 — Post-Delivery Upsell Sequence

**Trigger:** 14 days after delivery date for any tripwire purchase OR any Starter-tier subscription's first 30 days.
**Goal:** Move tripwire buyers to Starter (spec target: ≥30% within 60 days). Move Starter to Growth (spec target: ≥20% within 90 days).
**Tone:** Helpful, specific, not pushy. Pull-marketing not push-marketing.

## Upsell paths

```
Tripwire buyer (Day 14 post-delivery)
  ├─► 5K Email Blast → Email Starter ($497/mo) — focus: "if that send worked, let's run them monthly"
  ├─► AI SEO Audit + Fix → SEO Basic ($497/mo) — focus: "the fixes worked; here are the next 20 issues we found"
  └─► AI Landing Page Mockup → 5-Page Website Build ($1,997 one-time) — focus: "let's actually build it"

Starter subscriber (Day 30 in tier)
  ├─► Email Starter → Email Growth ($997/mo) — focus: "you've hit the volume ceiling; add automation flows"
  ├─► Social Starter → Social Growth — focus: "engagement is growing; let's add reels and community mgmt"
  ├─► PPC Starter → PPC Growth — focus: "results data justifies expanding to Meta + retargeting"
  └─► SEO Basic → SEO Intermediate — focus: "rankings showing; let's accelerate with content + backlinks"

Single-service Starter (Day 60)
  └─► Bundle (Lead Engine / Brand Builder / Upsell Engine) — focus: "you've got X working; pair with Y to compound"
```

## Email templates

### Template A — Tripwire → Starter (Day 14)

```
Subject: How'd it land?

Hi [first name] —

It's been about 2 weeks since we delivered your [tripwire name]. Quick check-in:

How'd it land? Any results worth talking about? (Hit reply — I read these personally.)

If it worked the way we hoped, here's what most of our customers do next:

[For 5K Email Blast tripwire:]
**Email Marketing Starter — $497/mo**
One campaign per month, AI-assisted personalization, ongoing list management, monthly reporting. Same team. Same speed. Same no-contract guarantee.

[For AI SEO Audit + Fix tripwire:]
**SEO Basic — $497/mo**
The audit surfaced 20+ more issues than the 5 we fixed. SEO Basic addresses them month-by-month, plus new content, plus AEO/GEO work to keep you visible in AI search.

[For AI Landing Page Mockup tripwire:]
**5-Page Website Build — $1,997 one-time**
Let's actually build the page — and 4 others to round out a high-conversion site. Same look, fully coded, mobile-clean, with forms and analytics.

If interested, just reply "tell me more" and I'll send specifics. No call needed unless you want one.

— Sanket
BT Web Group · Lexington, KY
```

### Template B — Starter → Growth (Day 30)

```
Subject: Quick numbers from your first month

Hi [first name] —

Your first month of [service] is in the books. Here's how it went:

[Insert 3 specific numbers from their results — e.g., "open rate 28%, click rate 4.2%, 12 inbound replies that look like real leads."]

The numbers are solid. The single thing holding you back from a step-change is [reason — list size, ad budget, content depth, etc.].

Growth tier addresses exactly that:
- [Specific Growth feature 1 that matches this customer's gap]
- [Specific Growth feature 2]
- [Specific Growth feature 3]

It's $997/mo instead of $497/mo — but it solves the bottleneck I'm seeing. Most Starter customers move up at month 2-3 once they have data showing the ceiling.

Want me to walk through it on a 15-min call? Or reply "tell me more" for specifics.

— Sanket
```

### Template C — Single service → Bundle (Day 60)

```
Subject: One thing you're missing

Hi [first name] —

You've had us running [service] for two months now. Results are [specific quick summary].

Here's what I'm seeing across the board: customers who ONLY do [service] cap out around [outcome]. Customers who do [service] + [second service] see [bigger outcome] because [reason — e.g., "every PPC click also gets follow-up via email, every email opens up traffic that SEO can capitalize on"].

That's why we built the [Lead Engine / Brand Builder / Upsell Engine] Bundle:

[Service 1] + [Service 2] + [Service 3 if applicable]
**$X/mo** (save $Y/mo vs. buying separately) + free signup bonus worth $Z.

You'd save $Y/mo + get the bonus. Same team, same no-contract, single bill.

Worth a 15-min call?

— Sanket
```

## Reply handling

- Any reply asking "tell me more" → US team responds within same business day with package details + Calendly link for a 15-min call
- Any reply with a specific concern → US team responds personally; document concern in CRM
- No reply within 14 days of upsell email → drop into long-term nurture (monthly check-in, not weekly)

## Cadence guardrails

- ONE upsell email per customer per service line per 30 days. No carpet-bombing.
- If customer says "not now" or "not interested": respect for 90 days, no upsell emails, only monthly check-ins.
- If customer cancels: 06 stops; switch to 05.