How to apply up-selling and cross-selling in email marketing
Email marketing, as a direct sales channel par excellence, is nourished by different sales techniques that are implemented in email campaigns to make them much more effective. Today we will talk about the technique of up selling y cross selling and we will see examples of how they are applied in email marketing.
When we talk about the term up sellingWe refer to a sales technique that aims to induce the customer to buy those products that are more expensive or that we have a certain interest in selling. For example, if a customer wants a simple coffee, we will try to get them to buy a frappuccino with caramel, which doubles the price of the first one. Therefore, we try to offer that product because of its higher cost or because we are interested in selling it for a specific reason.
On the other hand, in the cross selling we try to get the customer to buy another product in addition to the one they are already planning to buy, or we try to take advantage of a past sale to offer them a complementary product. Let's go back to the coffee example. If we have a customer who wants to buy a coffee, we will kindly offer him a croissant to go with it. In this way, although the customer has the last word, we have the opportunity to sell him two products instead of one.
At this point, both the up selling as the cross selling are two good sales techniques to implement in the emails that we send to subscribers who are in the growth phase of the User Life Cycle. Remember that in this phase we place those subscribers who have a good relationship with the brand and who have already made a purchase. The objective in this case will be to increase the interactions of these usersThe aim is to maximise the return on investment in terms of openings, clicks, website visits, social media engagement and purchases, in order to maximise profitability and return.
Below you can see two good examples of how both techniques are applied in the case of email marketing. The company we will take as a reference is Amazon.
Example of Up Selling
Following a search I had been doing on cork boards, Amazon sent me a 1st email with most of the boards I had been looking at. As you can see, all at different prices.
However, two days later I received another email, but in this case only the board with the highest amount in relation to the rest appeared, making use of the technique of up selling.
Example of Cross Selling
In this case, as a result of a purchased product, they sent an email recommending another very similar product that other customers usually buy together with the one we already had. This would be a clear example of how, through a past purchase, they try to sell us a very similar or complementary product.
