Upselling is an age old technique where a company of brand can manage to entice an already loyal customer to maybe opt for another or often more expensive product than the one they were already aiming for. Managing to upsell , however should never be a question of tricking your customers or clients, but should always be based on mutual trust between you and your consumers.
Email marketing is not only the best way for brands to connect with and promote their products to their customers, it is also the perfect digital conduit through which brands can attempt to upsell and ultimately make a sale. Of course such techniques are ultimately better suited to ecommerce based companies who are able to sell their product or service through online sales platforms, but it is worth thinking about how your brand is communicating with any kind of consumer who may benefit from this kind of lead-nurturing.
Identify your customers
One of the first things your brand will need to establish is who your consumers are and the only way you’ll be able to do so will be with the use of analytics software. By inspecting your click tracking and sales tracking, you should be able to see just how much activity your marketing emails are bringing to your site. The most important aspect that you will want to direct your attention to will be the confirmation pages that people are redirected to after they have made a purchase or booked an order.
Segmented database
One of the biggest reasons why it is so important to have a segmented, profiled database is so that you will be able to keep track of your subscribers’ information. Lead nurturing or in this case Upselling only works when you a) already have a consumer who is loyal and trusting of your brand and b) if you keep track of their information so that you can nudge them further down the sales funnel.
Permission based lead nurturing
The most important thing to keep in mind is that email marketing must always be permission based. When someone subscribes to your brand it means that they fully trust you with their personal details and information. It is always your brand’s responsibility to ensure that you use these details in a way that doesn’t in any way violate that subscriber’s privacy. Another thing to keep in mind is tone – a very subtle aspect which could either seal a deal or send your potential customers running. A good tip to remember in that regard is to never seem over-eager. If one of you consumer just purchased something from your online store, it would be rather silly to immediately send them an email asking them to buy other more expensive products.
Ultimately, you will have to research your database of subscribers in order to determine which of those will be most suited to receiving emails that aim to upsell. The most importrant thing is to maintain the bond of trust that your brand has already achieved by gaining a subscriber and successfully making a sale.
