Guide to apply upselling and cross-selling to email marketing

 Guide to apply up-selling and cross-selling to email marketing-Overview

The  email marketing  is one of the most effective sales channels and  ROI  is still spectacular year after year. That means your email campaigns are the ideal testing ground for testing strategies like  upselling  and  cross-selling . Do you know what they are and how to apply them to your email marketing now? We tell you all its secrets!

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What are upselling and cross-selling?

Both  upselling  and  cross-selling  are strategies aimed at  increasing consumption by our existing customers . Its effectiveness is that it is much easier to sell more to an already convinced customer than to convert a new user from scratch.

The  upselling  is to sell a higher price to which the user had initially planned. For example, if we are a sports store, we can convince you to wear higher-end running shoes than you originally planned.

Instead,  cross-selling  consists of selling complementary or additional products to the original purchase. Following the previous example, the user would come to our store with the intention of buying some sneakers and we would also sell him a sports watch.

5 tips to apply upselling and cross-selling to your email marketing

Be useful . 

In the end, the key to any successful marketing action is adding value to the customer. Offer relevant and personalized recommendations for the user, explain how the product you are proposing can help them, and d

Don't be overly promotional.

Customize . 

One of the most important keys to upselling and cross-selling is to be able to anticipate the needs of your customers. 

Therefore, you have to have very well defined the different profiles of the users on your list and the moment of the customer journey in which they are.

Be strategic with the time and day of sending your emails . 

Arriving at the right time is a key factor in the success or failure of an email. Although there are some key patterns (for example, there are products that perform better during business hours, while others perform better on weekends), it is best to run different tests to find the key time for different segments of your list. .

Automate your email marketing . 

Creating personalized  upselling and cross-selling offers  can be a huge job for your team if you don't have the right automation solution.

Luckily, today there are many tools that do the repetitive work for you, so you only have to worry about defining the strategy and configuring the appropriate workflows.

Analyze the results and start over . 

Effective email marketing involves a continuous cycle of design, implementation, analysis and improvement. 

At the end of each upselling and cross-selling campaign, sit down with your team to see which email keys have worked the best. Stick with the items that have been successful and keep experimenting with the rest.