Cross-sell (flow or campaign): best practices

Last updated: May 19, 2026

Goal: Increase AOV with targeted offers

Blocks: Products block

Why cross-sell in the email?

Though every use case is slightly different, most brands see a 40% - 50% lift in attributed add-ons when using Zaymo.

Some example uses include:

  • Cross-selling complementary products (e.g., conditioner for shampoo subscribers)

  • Using product blocks / grids for new product launches

  • Pushing limited-time offers and seasonal sales

  • Adding a product block to the end screen of a form

Consider the Forms block as a strong complement to the cross-sell motion. For example, a wellness brand might ask about a customer’s health goals -- and at the end of the form, offer protein or creatine to those focused on building muscle.

What you'll be building:

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Implementation guide

To get the most out of Zaymo in promotional campaigns, make it a regular part of your campaign planning process and workflow.

  1. Create your base template in Klaviyo, splitting sections allowing room for Zaymo's interactive blocks

  2. Identify opportunities throughout your customer journeys

    1. Zaymo is built to work across flows and campaigns, with a focus on re‑engaging current and past subscribers since they can complete actions 100% in-email

    2. Purchase actions do not need to be attached to an upcoming order email; one-time upsells will be added to the customer's soonest order by default

  3. Build in Zaymo

    1. Import your template from Klaviyo into Zaymo

    2. Add the Zaymo block(s) into the email

    3. Delete any repetitive or non‑applicable elements

      1. For example, you'll want to delete the quick action links which are no longer needed

    4. Customize the block to match your brand

  4. Export back to Klaviyo

    1. Click on "Preview / Export"

    2. In the Zaymo previewer, view the email and ensure that it looks as expected on desktop vs mobile, and Apple vs Gmail. You can else send yourself test emails to review

    3. Once you're satisfied with the appearance, export the template to Klaviyo

      1. If you'd like to run an A/B test, export the template as an A/B test. More info here: 📄 How to use a Zaymo in-template A/B test

  5. Add your new template into the flow or campaign

Product Groups for Single‑Selection Scenarios

When running promotions where customers should only select one option from multiple products (e.g., free‑gift campaigns), use Product Groups to group multiple products as if they were variants of a single product. This forces customers to choose only one option from a dropdown. After a customer makes a selection, the widget will hide itself if they return to the email.

Data Access Limitations: Campaigns vs Flows

For subscription sign‑ups or cross‑sells based on specific past purchases, use flows rather than campaigns. Campaigns cannot access individual item data from customer purchase history in Klaviyo, but flows can pull this information through the “Placed order” trigger. This limitation affects targeting strategies for personalized cross‑sells based on purchase history.

Examples & best practices

See more examples here

Annotated example

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Make Zaymo the first and primary CTA for customers, and try to keep blocks above the fold

Discounts dramatically increase uptake on promotional campaigns

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Discounts can be highlighted in the CTA to make them even more apparent