{"id":2302,"date":"2013-12-16T07:04:43","date_gmt":"2013-12-16T07:04:43","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=2302"},"modified":"2013-12-16T07:04:43","modified_gmt":"2013-12-16T07:04:43","slug":"ejemplo-de-email-marketing-venta-cruzada-en-emails-de-confirmacion-111-conversion","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/ejemplo-de-email-marketing-venta-cruzada-en-emails-de-confirmacion-111-conversion\/","title":{"rendered":"Email marketing example: Cross-sell in confirmation emails (+111% conversion)"},"content":{"rendered":"<p>The Retailer \"<a title=\"Isabella Retailer\" href=\"http:\/\/www.isabellacatalog.com\/\">Isabella<\/a>\"3 years ago, the company moved from catalogue-based sales to online sales in its ecommerce. For a year, they implemented a <strong>cross-selling strategy<\/strong><!--more--> which consisted of product recommendations in some strategic areas of the website and in the weekly newsletter. In the last period of this initial implementation year, the team reported an increase in conversion from 5.6 (before the cross-selling strategy) to 6.2%. In addition, they found that 7.8% of users who clicked on the weekly email ended up purchasing a product.<br \/>\nBased on these results, the Isabella team decided to deepen the analysis and extend the positive effect of cross-selling to other areas in order to optimise its potential. One of the tactics on which the following strategy was based <b>was to include the product recommendation in the order confirmation emails.<\/b>. This would help to encourage the user to repeat the purchase and also to get information on which recommendations could get the most response. The steps they followed are as follows:<br \/>\n<b>Step 1: Establish a referral system<\/b><br \/>\nThe team developed a system with recommendations based on<br \/>\n- Browsing history<br \/>\n- Purchase history<br \/>\n- Products added to your shopping cart<br \/>\n- Products similar to those in which the user has shown interest.<br \/>\nThe system also analysed which recommendations garnered the most sales and used the information for future suggestions. It was not a fully automated system, but the human team modified the preferences based on their analysis.<br \/>\n<b>Step 2: Start safe<\/b><br \/>\nAfter creating the referral system, the key sections of the e-commerce and weekly email were added to the key sections of the e-commerce and weekly email that were known to get results. This is a good way to start a cross-selling strategy. Use it first in the areas that have proven to work in other cases (product pages or shopping cart, for example) and once we start to get results, test other areas to observe user behaviour and apply the information obtained to improve the strategy.<br \/>\n<figure id=\"attachment_2304\" aria-describedby=\"caption-attachment-2304\" style=\"width: 636px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/11\/venta-cruzada-1.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-2304\" alt=\"venta-cruzada-1\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/11\/venta-cruzada-1.jpg\" width=\"636\" height=\"557\" \/><\/a><figcaption id=\"caption-attachment-2304\" class=\"wp-caption-text\">Source: Marketing Sherpa<\/figcaption><\/figure><\/p>\n<p style=\"text-align: center;\" align=\"center\">\n<p align=\"center\"><i>Product page with recommendations<\/i><\/p>\n<figure id=\"attachment_2305\" aria-describedby=\"caption-attachment-2305\" style=\"width: 636px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/11\/venta-cruzada-2.jpg\"><img decoding=\"async\" class=\"wp-image-2305\" alt=\"venta-cruzada-2\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/11\/venta-cruzada-2.jpg\" width=\"636\" height=\"542\" \/><\/a><figcaption id=\"caption-attachment-2305\" class=\"wp-caption-text\">Source: Marketing Sherpa<\/figcaption><\/figure>\n<p align=\"center\"><i>Shopping cart with recommendations<\/i><\/p>\n<p><b>Step 3: Redesign the order confirmation email<\/b><br \/>\nUntil now, the company had been using only text-formatted emails for these confirmations, so the first step was to convert it into HTML that included images of the recommended products. Here is an example:<br \/>\n<figure id=\"attachment_2306\" aria-describedby=\"caption-attachment-2306\" style=\"width: 636px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/11\/venta-cruzada-3.jpg\"><img decoding=\"async\" class=\"wp-image-2306\" title=\"Source: Marketing Sherpa\" alt=\"venta-cruzada-3\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/11\/venta-cruzada-3.jpg\" width=\"636\" height=\"542\" \/><\/a><figcaption id=\"caption-attachment-2306\" class=\"wp-caption-text\">Source: Marketing Sherpa<\/figcaption><\/figure><br \/>\nSuggestions were displayed based on the previous behaviour of the email recipient through the recommendation system created in the first phase.<br \/>\nResults:<br \/>\nFinalising the implementation of the strategy, Isabella's director, Stephen Fuller-Rowell, <b>equated the recommendations to its SEM strategy in terms of results, being the strategy that had had the greatest impact on increasing turnover.<\/b>.<br \/>\n- 19% of users who click on a recommendation end up making a purchase.<br \/>\n\u2013\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <strong>Recommendations in transactional emails (purchase confirmation) have a 111% higher conversion rate than recommendations included in the weekly newsletter.<\/strong><br \/>\n- The information obtained from the best converting products is routinely used to refine the strategy.<br \/>\n&nbsp;<br \/>\nSource: <a title=\"Email Marketing Jewellery\" href=\"http:\/\/www.marketingsherpa.com\/article\/case-study\/111-higher-conversion-rate\" target=\"_blank\" rel=\"noopener\">Marketing Sherpa<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>The retailer \"Isabella\", moved 3 years ago from catalogue sales to online sales in its ecommerce. For one year, they implemented a cross-selling strategy.<\/p>","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,58],"tags":[103],"post_folder":[],"class_list":["post-2302","post","type-post","status-publish","format-standard","hentry","category-blog","category-ejemplos-email-marketing","tag-cross-sell"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ejemplo de email marketing: Venta Cruzada en emails de confirmaci\u00f3n (+111% conversi\u00f3n) - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/ejemplo-de-email-marketing-venta-cruzada-en-emails-de-confirmacion-111-conversion\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ejemplo de email marketing: Venta Cruzada en emails de confirmaci\u00f3n (+111% conversi\u00f3n) - Digital Response\" \/>\n<meta property=\"og:description\" content=\"El Retailer \u201cIsabella\u201d, transit\u00f3 hace 3 a\u00f1os de basarse en la venta a trav\u00e9s de cat\u00e1logo a la venta online en su ecommerce. 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