Upselling members isn’t about convincing someone to pay more.
It’s about recognizing behavior, timing the message correctly, and recommending the right next tier based on how long someone’s been with you and how they actually use the wash.
This is where most operators go wrong: they blast the same upgrade message to every member, regardless of tenure or usage, and hope it sticks.
Instead, high-performing operators treat upsells like a guided progression - delivered primarily through SMS and email, triggered by months since joining and reinforced by usage signals.
Below is a practical, CRM-ready framework you can deploy.
Think of upgrades as earned, not forced. Members move up tiers when it makes sense for them.
Goal: Build trust, habit, and confidence in the base plan.
At this stage, members are still answering one question:
“Did I make the right decision?”
Upselling too early feels transactional and risks churn.
What to send instead:
❌ No upgrade language
❌ No price comparisons
Goal: Create awareness of higher tiers without asking for action yet.
This is where email shines. Use the extra characters to pack in the most helpful information a customer may be interested in.
Subject: A quick look at what’s next for members
Hey ,
You’ve been a member long enough now to really start seeing how unlimited washing fits into your routine.
As members settle in, many eventually move up to higher tiers that add things like and - features designed for people who wash more often or want a little extra protection and convenience.
There’s nothing you need to do today. This is just a heads-up so you know what options exist as your needs evolve.
We’ll reach out if it ever looks like a different plan might be a better fit.
Why this works:
Now the member has:
This is the earliest window to recommend an upgrade.
Subject: Based on how you wash, this might be a better fit
,
You’ve averaged washes per month since joining.
Members with similar wash patterns often upgrade to our plan - it includes and typically lowers their cost per wash.
If you’d like, you can upgrade anytime with one click. No contracts, no hassle.
"Quick note - based on how often you wash, our plan may be a better value for you. Upgrade anytime here: "
Never push members more than one tier up.
That jump feels logical. Anything bigger feels like a cash grab.
Who:
Messaging Angle: Better value per wash
SMS Example:
You’re already washing often - our plan adds and usually costs members less per wash. Upgrade here:
Who:
Messaging Angle: Experience & convenience
Email Example:
Subject: Your membership - just with more perks
,
Members who visit as often as you do typically choose our plan.
It adds and , and removes a few common pain points for frequent washers.
You can switch instantly - no changes to how you check in.
At this point, the member:
This is where SMS-led upgrades perform best.
"You’re one of our most active members. Most members like you are on our plan for the added . Upgrade anytime: "
Optional Email Reinforcement:
❌ “Upgrade now before prices go up”
❌ “You’re missing out”
❌ “Only a few spots left”
Upsells should feel earned, not urgent.
Launching a new premium wash option, like graphene or ceramic protection, follows the same behavioral rules as upselling tiers. The mistake operators make is treating a product launch like a promotion, instead of a graduation path.
A new top wash should feel like the natural next evolution for your most engaged members.
Goal: Create understanding, not urgency.
Before you ask anyone to upgrade, you need to answer one question:
“Why does this exist, and who is it for?”
This phase should be email-heavy, light on SMS. Unless you don't have as many emails in your database.
Subject: What’s different about our new 0 wash
,
You may have noticed a new option at the wash - our 0 top package.
It’s designed for members who wash frequently and want longer-lasting protection between visits, especially against .
Nothing changes with your current plan - we just wanted to explain why we added it and who it’s built for.
No CTA. No pricing push. Just context. You'd be surprised how many people have NO IDEA what these products are. You're just a car wash nerd. Take the nerd hat off!
Once the product is understood, then you recommend it - but only to the right members.
Subject: Members like you are choosing our new 0 wash
,
Based on how often you wash, many members like you have upgraded to our plan.
It includes our new 0 protection, which helps maintain shine and protection between visits - especially for frequent drivers.
You can upgrade anytime with one click if it sounds like a fit.
Only after education + relevance should SMS step in.
You wash often enough to benefit from our new 0 protection. It’s now included in our plan. Upgrade anytime here:
Notice what’s not included:
The highest-converting tactic for new product upsells isn’t messaging - it’s exposure.
Smart operators:
"You just tried our new 0 wash. Most members who like it upgrade to for unlimited access. Switch anytime here: "
A new wash option should:
When you treat product launches like a member progression instead of a promo, adoption feels natural - and upgrades follow.
The best upsell campaigns and product launches aren’t louder. They’re sequenced.
They respect tenure, behavior, and trust.
Do that well, and whether you’re upgrading a plan or launching graphene, members won’t feel sold to - they’ll feel guided.