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Tips for Cross-Selling via Emailthe marketing nutCrazy about marketing
Personalization
Personalization   Should always be present in email campaigns   Base products to cross-sell on customer intelligence    P...
Personalization   When looking at which market segments of yourcustomer database to cross-sell to, focus on the mostprofit...
Bundles
Bundles   Group related products to be sold together in one„bundle‟   Offer a discounted price when selling bundles   Exam...
Complementary goods
Complementary goods  If a customer has bought a hat, they might also needsome gloves!   Offer a discounted price when   Ex...
Incentives
Incentives Discounts eg, 20% off your next order Credits/points in a loyalty scheme Specific offer on complementary goods
Transactional emails
Transactional emails   High open rate as customers will double-check theirorder is correct   Opportunity to cross-sell com...
Triggered emails
Triggered emails  SaaS marketing solutions such as Emailvision‟s „CampaignCommander‟ can provide this feature (www.emailvi...
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Tips for Cross-Selling via Email

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Cross-selling to your existing customers is one of the most cost-effective ways to generate more revenue for your e-commerce website. Find out our tips for how to do this successfully.

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Transcript of "Tips for Cross-Selling via Email"

  1. 1. Tips for Cross-Selling via Emailthe marketing nutCrazy about marketing
  2. 2. Personalization
  3. 3. Personalization Should always be present in email campaigns Base products to cross-sell on customer intelligence  Products they have bought before which they may need to buy again  Complementary products (eg, hats + gloves, shampoo + conditioner)  Similar products that other users have bought  Products they have looked at or added to the shopping cart but not purchased If such targeted personalization isn‟t feasible, try cross-selling to different market segments
  4. 4. Personalization When looking at which market segments of yourcustomer database to cross-sell to, focus on the mostprofitable segments:  Recency – when did they make their last purchase?  Frequency – how regularly to they purchase from you?  Monetary Value – how much revenue do they generate for your business?
  5. 5. Bundles
  6. 6. Bundles Group related products to be sold together in one„bundle‟ Offer a discounted price when selling bundles Examples of bundle ideas may include:  Starter packs  “Make your own X”
  7. 7. Complementary goods
  8. 8. Complementary goods If a customer has bought a hat, they might also needsome gloves! Offer a discounted price when Examples may include:  Starter packs  “Make your own X”  Gift boxes
  9. 9. Incentives
  10. 10. Incentives Discounts eg, 20% off your next order Credits/points in a loyalty scheme Specific offer on complementary goods
  11. 11. Transactional emails
  12. 12. Transactional emails High open rate as customers will double-check theirorder is correct Opportunity to cross-sell complementaryproducts/services
  13. 13. Triggered emails
  14. 14. Triggered emails SaaS marketing solutions such as Emailvision‟s „CampaignCommander‟ can provide this feature (www.emailvision.hk) Commonly sent to customers once a specific action/triggerhas happened eg,  Abandoned shopping cart Keep a „helpful‟ tone of voice with the email  “We saw that you recently looked at X product” Try offering substitute products (other similar products) withdifferent:  price ranges  features  manufacturers/brands
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