Let’s be real—who doesn’t love a great deal? Whether it’s a discounted combo meal or a buy-one-get-one-free offer, we all love feeling like we’re getting more value for our money.
That’s exactly why bundle sales are such a game-changer. They let you group products together, offer a discount, and create a win-win scenario. Your customers save money, and you increase sales. Simple, right?
But what if you could take this already brilliant strategy and make it even more effective?
Enter email cross-selling campaigns. When you combine the power of bundle sales with the reach and personalization of email marketing, magic happens.
Let’s explore how product bundling works, how to make the most of it, and why it’s a must-have for e-commerce email marketing.
What Is a Bundle Sale?
A bundle sale is pretty straightforward: you group two or more products and sell them at a discounted price. For example, an online pet store might bundle dog food with a chew toy and a leash. The idea is to increase the perceived value of the offer, making it hard for customers to resist.
But here’s the thing—bundle sales aren’t just about saving money. They’re about convenience and solving multiple problems at once. Think about it: when you’re selling a skincare kit, you’re not just offering a set of products; you’re giving someone an entire beauty routine in one go. This approach saves customers the hassle of hunting down individual items that work well together.
The psychology behind bundle sales is fascinating. When customers see a group of products packaged together, their brains automatically assign a higher value to the offer. It’s the same reason why gift sets feel more luxurious or why meal kits simplify dinner planning.
Why Bundle Sales Work So Well in Email Marketing
Email marketing already drives some of the highest ROI in e-commerce. In fact, email marketing delivers an impressive return on investment (ROI), generating an average of $40 in revenue for every $1 spent—a staggering 3900% ROI.
Add product bundles into the mix, and you’ve got an unbeatable strategy.
Here’s why bundle sales are a powerful strategy:
2. Catchy Subject Lines
Bundle discounts are inherently attention-grabbing. Subject lines like “Save 30% With Our Exclusive Bundles!” or “Everything You Need, One Low Price” immediately stand out in crowded inboxes, driving higher open rates. They create a sense of urgency and highlight the value of the offer, encouraging recipients to explore the deals.
2. Simplifies Shopping
Bundles eliminate the hassle of decision-making. Instead of browsing through individual products and comparing their features, customers receive a thoughtfully curated set of items that work seamlessly together. This streamlined shopping experience makes it easier for customers to make quick, satisfying purchases.
3. Encourages Bigger Purchases
One of the biggest benefits of bundle sales is their ability to increase average order value (AOV). When customers perceive greater value in a bundled offer, they’re more likely to spend beyond their initial budget. For example, a bundle containing complementary products encourages upselling by presenting items that complement each other, leading to higher overall spending.
4. Showcases New Products
Bundles provide an excellent opportunity to introduce new or less popular items to your audience. By pairing them with bestsellers or popular products, businesses can gently introduce these items as part of a larger solution. This “sneaky” strategy not only exposes customers to something new but also entices them to try products they may not have considered purchasing individually.
5. Creates Emotional Connections
Bundles go beyond simple promotions—they foster a sense of value and experience. They tell a story, solve a problem, or fulfill a need, creating a more emotional connection between the customer and the brand. Whether it’s a gift bundle, seasonal set, or lifestyle package, customers are more likely to form positive associations with brands that make shopping easier and more enjoyable.
Read this blog next: Email Marketing E-Commerce Tips from the Experts
How to Create a Bundle That Sells
Not all bundles are created equal. If you want yours to fly off the shelves, you’ll need to be strategic.
Here’s how:
1. Understand Your Audience: Start by diving into your customer data. What do they frequently buy together? Are there common pain points your products can solve? For example, if you run an online fitness store, a “Beginner’s Workout Kit” with a yoga mat, resistance bands, and a water bottle could be a hit. Tools like HubSpot or Klaviyo can help you analyze customer behavior.
2. Bundle Complementary Products: The products in your bundle should naturally go together. A coffee subscription service might bundle coffee beans, a mug, and a milk frother. The key is to make the bundle feel like a cohesive solution rather than a random assortment.
3. Highlight the Savings: Your customers need to see the value upfront. Clearly show how much they’re saving by purchasing the bundle instead of individual items. For example, “Get This $75 Value for Just $50!” makes the deal hard to resist.
4. Test and Tweak: Experimentation is key. Not every bundle will resonate with your audience. Use tools liken A/B testing in Mailchimp to see which combinations work best. Don’t be afraid to iterate.
Features of Product Bundling in Email Campaigns
Here’s how you can leverage bundling to make your email campaigns shine:
- Personalization: Segment your audience and tailor bundles to their shopping habits. For instance, if a customer recently bought running shoes, offer a “Runner’s Essentials Bundle” with socks, a water bottle, and a fitness tracker.
- Create Urgency: Add a time-sensitive element to your bundle deals. Use phrases like “24-Hour Bundle Sale!” to create FOMO.
- High-Quality Visuals: Include eye-catching images of your bundles. Tools like Figma and Canva make it easy to design beautiful visuals.
- Clear CTAs: Use actionable language like “Shop the Bundle Now” or “Grab This Deal Before It’s Gone.”
Pros and Cons of Product Bundling
Pros:
- Boosts AOV Bundles – Encourage customers to spend more, increasing your revenue per order.
- Clears Inventory – Pairing slow-moving items with popular ones is a smart way to manage excess stock.
- Enhances Customer Experience – Bundles simplify shopping and solve multiple needs in one go.
Cons:
- Reduced Margins – Offering discounts can eat into your profits if not carefully managed.
- Limited Appeal – Customers who only need one item in the bundle might skip the deal altogether.
- Operational Challenges – Managing inventory and pricing for bundles can add complexity to your backend.
E-Commerce Product Bundling Examples
Let’s dive into some real-world examples that focus on e-commerce and email marketing:
1. Apparel Bundles
An online clothing store could create a “Winter Essentials Bundle” featuring a jacket, scarf, and gloves.
In an email campaign, the subject line might read;
“Stay Warm and Save 25% With Our Winter Bundle!”
The email could include glowing customer reviews and an eye-catching CTA like:
“Bundle Up Now.”
Here’s another example from EVA:
2. Pet Supplies
A pet e-commerce store might offer a “Puppy Starter Pack” with food, a leash, and toys. Highlighting how this bundle covers all the basics for new pet parents can be a huge selling point.
Here’s another example from dogIDs:
3. Tech Gadgets
A gadget retailer could bundle a laptop, wireless mouse, and carrying case. In the email, emphasize the convenience of getting everything you need for remote work in one go. Link to reviews or guides, such as:
“Top Gadgets for Remote Workers.”
Here’s another example from Amazon:
4. Beauty and Skincare
A skincare brand might promote a “Glow Kit” featuring a cleanser, toner, and moisturizer.
Use an email headline like:
“Your All-in-One Skincare Solution” and include testimonials like “This kit transformed my skin!”
Here’s another great example from Rare Beauty:
Measuring the Success of Your Bundle Campaigns
Keep an eye on these metrics to gauge your campaign’s performance:
- Open Rates: Are your subject lines drawing attention?
- Click-Through Rates (CTR): Are people engaging with the email?
- Conversion Rates: How many recipients are purchasing the bundle?
- Average Order Value (AOV): Is the bundle increasing customer spend?
- Customer Feedback: Use surveys to understand how customers feel about the bundles.
Final Thoughts
Product bundle sales are a fantastic way to boost revenue and enhance the customer experience. When combined with the power of email marketing, they can drive higher engagement and bigger sales.
From apparel to pet supplies, the possibilities are endless—just make sure to tailor your bundles to your audience’s needs.
Ready to create irresistible bundles and skyrocket your email marketing ROI? Start brainstorming your bundle ideas today!
