The best time to upsell a customer is within 90 days of a purchase

When it comes to selling additional products or services, not all customer lists are created equal. The probability of a successful conversion is highest with customers who have recently made a purchase, specifically within the last 90 days.

Based on decades of direct marketing testing, there is a clear hierarchy of customer lists in terms of their responsiveness to new offers:

1. Recent, Similar Purchasers (Last 90 Days): This is the most valuable list. These customers have a demonstrated need, have recently trusted you with their money, and are still in an engaged mindset. They convert at a significantly higher rate than any other group.
2. Past Purchasers (Older than 90 Days): These are still valuable customers, but the recency of their last purchase has faded, making them slightly less responsive.
3. Recent, Similar Purchasers from Other Companies: People who have recently bought a similar product from a competitor. They are active in the market but have not yet established a relationship with you.
4. Registered Users / Email Subscribers: This is the least responsive group. They have shown some interest by opting in to receive information, but they have never made the leap to becoming a paying customer.

This principle is a key reason why a low-cost subscription is so powerful. It creates a steady stream of "recent purchasers" who can then be targeted with higher-value offers when they are most likely to buy.