Monday, September 03, 2012

Improving Your Upsell/Cross Sell Conversions

I was recently asked about approaches to take for creating a cross-sell nurturing program - what are the best practices? I could highlight a few examples of some well crafted emails and messaging but getting a good conversion rate goes well beyond a good email design and an engaging call to action.

Amanda Hinkle wrote a great a simple yet powerful article over at MarketingProfs "Three Cross-Sell and Up-Sell Tactics to Improve Email Marketing Results". Her first point "Take Advantage of Available Data" really hit home with me. If you have a marketing automation tool that can track the digital behavior of your web visitors, then you can review which pages your customers have visited on your website. Take a first pass at some of the products your looking to cross sell to existing customers and review which customers of other products have browsed those pages. That simple step can provide you with a seed list for contacts to add to your first cross-sell campaign.

You can also rely on traditional methods such as truly understanding the sweet spot of who buys your products and looking for similar customers in your database. Try this - instead of just firing off campaigns to anyone who matches your criteria, start with those who are actively engaging with you. This includes those that are responding to your emails, visiting your website regularly and/or agreed to be customer advocates (references). Segmenting based on behavior has proven to be a major contributor to marketing success,

A lot of this all comes down to data - start small and focus on who you are targeting. The list and not the email creative is more important in executing a successful campaign. Thoughts?

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