Brand
Fiverr
Subject line
Don’t open this email 🙈
Use case
Expand UserAbout this email
This expand user email from Fiverr uses the subject line "Don’t open this email 🙈". Tagged as Special Offer, Usage Expansion, it was sent on March 29, 2024 as part of Fiverr's lifecycle sequence. Revenue expansion emails like this target active users with upsell, cross-sell, and upgrade opportunities, triggered by usage patterns or plan limits to grow account value.
Fiverr journey
Why this works
**Why this works.** The subject line "Don't open this email 🙈" inverts the typical expansion email signal by creating curiosity through playful resistance, which makes active users (who already know Fiverr's value) open out of intrigue rather than FOMO, lowering the barrier to engagement on an upsell moment. The pattern here is "permission to be irreverent in expansion emails"; you can lift it for any usage-expansion sequence where your existing user base is confident enough to appreciate humor over hard sell.
