Email Marketing Automation: Upsell + Cross-Sell Best Practices

Posted on February 6, 2019

Understanding and utilizing the layers of effective email marketing automation is a direct route to success for any e-commerce business. Developing a plan around the upselling and cross-selling of products is an important part of that process. 

In e-commerce, both upselling and cross-selling tactics are very regularly littered throughout product pages. For example, maybe you’ve looked at a pair of pants and noticed a “complete your look” category pitching other apparel products and accessories. You’ve also probably been pitched the “premium” version of a product if you’re checking out the standard edition.

Additionally, this approach translates well off of a site and into the inbox of shoppers through email marketing automation. First and foremost, it’s all about having that all-powerful customer data and using it to your advantage. If you have that at your disposal, your email marketing automation should be underway. And within that, you can get to work upselling and cross-selling to subscribers.

Email Marketing Automation: Upsell

Upselling is essentially promoting the purchase of a higher-end version of a product. With email marketing automation, this can be applied in many different circumstances.

For example, let’s say a customer exited a site with a smartphone in their cart, ultimately abandoning the purchase. Thanks to email marketing automation, that e-commerce store should be sending along a series of abandoned cart emails to recovery that potentially lost revenue. But those abandoned cart emails can also be used to include an upsell. Let’s say the smartphone that customer added to their cart was an outdated version of the technology. In this case, an upsell would be perfect to include within the abandoned cart emails. The upsell should simply inform the customer they aren’t set to purchase the most up-to-date product while providing the option to do just that.

Obviously, this gives your store the chance at landing a more expensive purchase. It also adds value to the customer experience by making them aware of the option to have the latest technology.

Upselling can also be used following a purchase. This approach centers around retargeting a customer who has purchased an item previously to let them know there’s now a new and improved version available.

Email Marketing Automation: Cross-Sell

A cross-sell is about promoting an additional purchase that goes in conjunction with an item. For example, buying a smartphone may lead to the cross-selling of chargers, phone cases, screen protectors, etc.

Cross-selling is rather easily applied to email marketing automation. Your data already tells you a consumer has bought that smartphone, so your automation system can do the rest. This is another great way to drive additional sales while also increasing customer lifetime value. You’re bringing appropriate products to a customer’s fingertips.

Regardless of how you go about upselling and cross-selling, remember not to be too pushy. Think of it as providing added value to the customer. That will help avoid inacting overly spammy product pushing.

How Engine Mail can help

Engine Mail was built by e-commerce veterans based on their past experiences. The aim is to provide an email marketing automation product that is superior to anything you’ll find elsewhere. That includes the best possible tools for sending upsell and cross-sell emails.

Our core mission in that process has been ease of use. We understand we’re competing in a world full of complexity and confusion where a large number of email products are overdone. That’s not Engine Mail. We’ve taken what we know best during our years of navigating the e-commerce landscape and created a product around email automation that is easy to understand and deploy.

We understand time is your most precious asset. Set up a call with us by clicking here or reaching out via email. In just 15 minutes, we will create killer email flows for you. Your business will never be the same.