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StrongMail – Three Cross-Sell and Up-Sell Tactics to Improve Email Marketing Results


StrongMail – Three Cross-Sell and Up-Sell Tactics to Improve Email Marketing Results


Three Cross-Sell and Up-Sell Tactics to Improve Email Marketing Results

By: StrongMail

It’s an old adage: Driving increased sales from your current customers is easier than acquiring new customers. But when marketing via email, a lot of businesses seem to be missing an opportunity that’s right in front of them.

Cross-sell and up-sell programs are a great, low-cost way that retailers can increase revenue by reaching out to the customers they know best. But when my company, StrongMail, conducted an industry survey last fall, we found that only 37% of respondents were integrating these kinds of offers into their email marketing strategy. What gives?

You may be thinking about targeting email subscribers who have previously purchased your products with complementary (cross-sell) or enhanced (up-sell) offers. The trick is to do it right. You don’t want to annoy valued customers with an inappropriate or ill-timed offer. But with the right approach, you’ll be well on your way to making the most of promising sales prospects.

To implement successful cross-sell and up-sell email programs, consider the following three critical elements.

1. Take advantage of available data

The volume of customer-related data now available to retailers is growing at an exponential pace, and those who find ways to put it to use will be the most effective at developing highly relevant cross-sell and up-sell offers.

Purchase data from point-of-sale and transactional systems, Web analytics that track site clicks and views, email response data, and preferences that email subscribers self report all provide marketers with a treasure trove of insight into the types of products to recommend to customers in cross-sell or up-sell situations.

For example, you could send an offer for a Blu-ray player to someone who recently bought a TV or a discount for a spatula to an email subscriber who recently viewed it online while purchasing a new cooking pan.

An ability to blend together data from different channels and back-office systems will add the greatest potential to your efforts. Keep in mind, however, that you can devise cross-sell and up-sell tactics even if you have access to only one or two sources. The key is to make the most of the data you’ve got!

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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