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Why and How You Should Be Using Triggered Email, Part 3

by Karen Talavera  |  
December 21, 2010

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.

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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.

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