In this article, you'll learn...
- How using triggered email up-sell and product-recommendation campaigns boost conversion
- Three ways to employ triggered-email campaigns during or after purchase
- Essentials for a trigger-based reactivation campaign
If you're just tuning into this series, Part 1 explored the difference between broadcast and triggered email, explained the role of trigger-based email, and defined some fundamental characteristics that make it so powerful.
Part 2 presented the first two of four must-have triggered-email campaigns that no email marketing program should be without: welcome and remarketing campaigns.
Here, in Part 3, we'll look at the last two of four essential triggered-email campaigns: up-sell/cross-sell and reactivation campaigns.
The Up-Sell/Cross-Sell: Are You Leaving Money on the Table?
Too many marketers think about email campaigns as single blasts rather than a progression of offers and information interwoven into a conversation designed to maximize customer lifetime value. If you're thinking in terms of "one and done" campaigns, it's time to develop an up-sell/cross-sell trigger program.
Here are three types of up-sell/cross-sell triggered-email campaigns to implement during or after the conversion process. However you define conversion, you can be sure of one thing: The subscribers who have started or completed your call to action at least once are the ones most likely to convert again.
1. Follow-On Offer
After people have downloaded your free report, viewed your webinar, accessed your online widget, or visited your Facebook page lead-capture form, do you email them? You should. If they've just taken you up on your offer of something for free, it's time to offer an entry-level product they might buy.
Karen Talavera heads Synchronicity Marketing and writes about how to successfully use email, social, and content marketing on the Enlightened Emarketing blog. You can also follow Karen on Twitter (@SyncMarketing) and Facebook for daily tips and links to emerging email and social media marketing trends, facts, and research.