{"id":436,"date":"2012-02-20T13:57:39","date_gmt":"2012-02-20T12:57:39","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=436"},"modified":"2012-02-20T13:57:39","modified_gmt":"2012-02-20T12:57:39","slug":"venta-cruzada-en-email-marketing-ii","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/venta-cruzada-en-email-marketing-ii\/","title":{"rendered":"Cross-selling in email marketing (II)"},"content":{"rendered":"<p>In a <a title=\"Cross-selling in Email Marketing\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/?p=207\" target=\"_blank\" rel=\"noopener\">previous post<\/a> comentamos algunas generalidades que hay que considerar cuando hacemos <strong>cross-selling<\/strong> mediante email marketing. Aqu\u00ed vamos a entrar en m\u00e1s detalle analizando cuatro puntos clave que hay que contemplar para que nuestra acci\u00f3n de <strong> cross-selling <\/strong>sea exitosa.<br \/>\n<span style=\"text-decoration: underline;\">1. Recoger y utilizar los datos del e-commerce y del CRM<\/span>.<br \/>\nSaber cu\u00e1ndo fue la \u00faltima vez que un usuario hizo una compra, o qu\u00e9 \u00edtem compr\u00f3, nos permitir\u00e1 ofrecerle productos complementarios en el momento en el que mayor posibilidades tenemos de una respuesta positiva.\u00a0 Para ello es fundamental integrar el e-commerce o el CRM con la plataforma de env\u00edos de emailing, de modo que r\u00e1pidamente tengamos una vista del perfil que nos interesa.<br \/>\n<span style=\"text-decoration: underline;\">2.Insertar la oferta de la <strong>cross-selling<\/strong> en los emails transaccionales.<\/span>.<br \/>\nLos emails transaccionales se producen cuando tras una compra, se env\u00eda un email al usuario con informaci\u00f3n sobre la transacci\u00f3n realizada: confirmaci\u00f3n del pedido, datos de la factura, datos sobre el proceso de env\u00edo, etc. Estos mensajes son un muy buen soporte para introducir ofertas de <strong>cross-selling<\/strong>. En primer lugar, los emails transaccionales son los que, por su naturaleza informativa en un momento muy relevante para el usuario, obtienen ratios de apertura mayores ( entre un 50% y un 70%). Por otro lado, nos encontramos ante un proceso de compra en fase de decisi\u00f3n tomada, por lo que si el producto que ofrecemos en la <strong>cross-selling<\/strong> complementa al principal, las posibilidades de conversi\u00f3n ser\u00e1n mayores.<br \/>\n<span style=\"text-decoration: underline;\">3.Personalizar el email de <strong>cross-selling<\/strong>.<\/span><br \/>\nComo coment\u00e1bamos al inicio, el tener acceso a los datos de CRM nos permitir\u00e1 personalizar los emails (siempre y cuando hayamos llevado a cabo un buen trabajo de colecta de datos). Esto es importante porque generar\u00e1 confianza al usuario y ayudar\u00e1 a fortalecer los v\u00ednculos entre nuestra marca y \u00e9l.<br \/>\n<span style=\"text-decoration: underline;\">4.Usar <em>triggered<\/em> emails.\u00a0<\/span><br \/>\nUn trigger email no es m\u00e1s que un email que se se ejecuta cuando ha sucedido un evento relevante para el usuario al que va dirigido. El ejemplo m\u00e1s cl\u00e1sico lo encontramos en los emails autom\u00e1ticos de felicitaci\u00f3n de cumplea\u00f1os. Existen fechas y momentos en la vida del usuario (san valent\u00edn, inicio del verano, semana santa, etc.), que pueden propiciar este tipo de email. Es interesante aprovechar estas ocasiones para proponer elementos de <strong>cross-selling<\/strong> a partir de la informaci\u00f3n recogida en el CRM y el e-commerce.<br \/>\nTrigger email con <strong>Cross-selling<\/strong>.<\/p>","protected":false},"excerpt":{"rendered":"<p>En un post anterior comentamos algunas generalidades que hay que considerar cuando hacemos venta cruzada mediante email marketing. Aqu\u00ed vamos a entrar en m\u00e1s detalle analizando cuatro puntos clave que hay que contemplar para que nuestra acci\u00f3n de venta cruzada sea exitosa. 1. Recoger y utilizar los datos del e-commerce y del CRM. Saber cu\u00e1ndo [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,44],"tags":[],"post_folder":[],"class_list":["post-436","post","type-post","status-publish","format-standard","hentry","category-blog","category-venta-cruzada-cross-selling"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Venta cruzada en email marketing (II) - 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\/venta-cruzada-en-email-marketing-ii\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Venta cruzada en email marketing (II) - Digital Response\" \/>\n<meta property=\"og:description\" content=\"En un post anterior comentamos algunas generalidades que hay que considerar cuando hacemos venta cruzada mediante email marketing. Aqu\u00ed vamos a entrar en m\u00e1s detalle analizando cuatro puntos clave que hay que contemplar para que nuestra acci\u00f3n de venta cruzada sea exitosa. 1. Recoger y utilizar los datos del e-commerce y del CRM. 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