Cross-selling in email marketing (II)
Posted: Tue Dec 03, 2024 9:49 am
In a previous post we discussed some generalities that need to be considered when cross-selling through email marketing. Here we are going to go into more detail by analysing four key points that need to be considered for our cross-selling action to be successful.
1. Collect and use data from e-commerce and CRM .
Knowing when a user last made a purchase, or what item they bought, will allow us to offer them complementary products at the time when we have the greatest chances of a positive response. To do this, it is essential to integrate e-commerce or CRM with the emailing platform, so that we quickly have a view of the profile that interests us.
2. Insert the cross-selling offer in transactional emails . Transactional
emails occur when, after a purchase, an email is sent to the user with information about the transaction made: order confirmation, invoice details, details about the yemen business email list shipping process, etc. These messages are a very good support for introducing cross-selling offers . Firstly, transactional emails are those that, due to their informative nature at a very relevant moment for the user, obtain higher opening ratios (between 50% and 70%). On the other hand, we are faced with a purchasing process in the decision-making phase, so if the product we offer in the cross-sale complements the main one, the chances of conversion will be greater. 3. Personalize the cross-sale email.
As we mentioned at the beginning, having access to CRM data will allow us to personalize the emails (as long as we have carried out a good job of data collection). This is important because it will generate trust in the user and help strengthen the links between our brand and them.
4. Use triggered emails.
A trigger email is nothing more than an email that is executed when a relevant event has occurred for the user to whom it is addressed. The most classic example is found in automatic birthday greeting emails. There are dates and moments in the user's life (Valentine's Day, beginning of summer, Easter, etc.) that can lead to this type of email. It is interesting to take advantage of these occasions to propose cross-selling elements based on the information collected in the CRM and e-commerce.
1. Collect and use data from e-commerce and CRM .
Knowing when a user last made a purchase, or what item they bought, will allow us to offer them complementary products at the time when we have the greatest chances of a positive response. To do this, it is essential to integrate e-commerce or CRM with the emailing platform, so that we quickly have a view of the profile that interests us.
2. Insert the cross-selling offer in transactional emails . Transactional
emails occur when, after a purchase, an email is sent to the user with information about the transaction made: order confirmation, invoice details, details about the yemen business email list shipping process, etc. These messages are a very good support for introducing cross-selling offers . Firstly, transactional emails are those that, due to their informative nature at a very relevant moment for the user, obtain higher opening ratios (between 50% and 70%). On the other hand, we are faced with a purchasing process in the decision-making phase, so if the product we offer in the cross-sale complements the main one, the chances of conversion will be greater. 3. Personalize the cross-sale email.
As we mentioned at the beginning, having access to CRM data will allow us to personalize the emails (as long as we have carried out a good job of data collection). This is important because it will generate trust in the user and help strengthen the links between our brand and them.
4. Use triggered emails.
A trigger email is nothing more than an email that is executed when a relevant event has occurred for the user to whom it is addressed. The most classic example is found in automatic birthday greeting emails. There are dates and moments in the user's life (Valentine's Day, beginning of summer, Easter, etc.) that can lead to this type of email. It is interesting to take advantage of these occasions to propose cross-selling elements based on the information collected in the CRM and e-commerce.