What is upselling?<\/a><\/p>\n Why use cross-selling and upselling techniques?<\/a><\/p>\n 7 Tips for Successful Cross-Selling and Upselling With Email Marketing<\/a><\/p>\n 4 Key Action Items to Get Started<\/a><\/p>\n Cross-selling and upselling are two closely-related classic strategies businesses use to get customers to buy a complementary or higher-end product.<\/p>\n Source: UberTheme<\/em><\/p>\n Cross-selling<\/strong> is when you use a sales opportunity to sell additional product or services to an existing customer. For a marketing example, it’s like when you sell one of your business clients a website as well as live chat and form building software to complement their website.<\/p>\n <\/p>\n Upselling<\/strong> is a technique where you use a sales opportunity to have an existing customer purchase a more expensive product\/service, or an upgraded version of a product\/service, to make a more profitable sale. For a marketing example, it’s like when a customer comes to you for a 3-page website, but you sell them a 10-page responsive site with hosting.<\/p>\n What makes these strategies so effective is that it\u2019s much easier to sell to an existing customer than a new one!<\/p>\n In fact, the book Marketing Metrics<\/a> says, \u201cThe probability of selling to a new prospect is 5%-20%. The probability of selling to an existing customer is 60-70%.<\/strong>\u201d<\/p>\n Why is this true? Well, your existing customers<\/a> know you. You\u2019ve got trust and momentum on your side, so they\u2019re going to be much more receptive to your ideas and advice than a prospective customer would.<\/p>\n [clickToTweet tweet=”The probability of selling to an existing client is 60%, so use upsell and cross-selling campaigns! #emailmarketing” quote=”The probability of selling to an existing client is 60%, so use upsell and cross-selling campaigns! #emailmarketing”]<\/p>\n Another major perk of that established relationship is that you already have their email address. This gives you the opportunity to communicate with them directly. One of the best ways to scale that communication to an ever-growing list of clients is to come up with an automated email marketing strategy<\/a> to cross-sell and upsell them (in a non-salesy way).<\/p>\n Plus, this is a strategy that any<\/em> business in any<\/em> industry can use. So if you\u2019re a digital marketer, you could create an email on how to cross-sell products, and literally cross-sell one of your other services through that email.<\/p>\n Let\u2019s take a deeper look at how to do this through email marketing.<\/p>\n [adrotate banner=”119″]<\/p>\n To be able to effectively anticipate what your customers will need going forward, you\u2019ve got to segment your list. This means doing your research and organizing customers into subgroups based on the services or products they currently use. Once you\u2019ve done this you\u2019ll be able to create customized, personalized content about the complimentary services and products you offer.<\/p>\n How will segmentation help? MailChimp<\/a> found that when their users segmented email lists, open rates increased by almost 19%, and click-through rates by almost 22% compared to non-segmented sends.<\/p>\n Yes, you\u2019re promoting your services in these emails, but subtlety is key! Don\u2019t be the pushy car salesman\u2014be the friend who can\u2019t stop talking about the amazing book she just read! Share your expertise and offer tips that your customer will find valuable.<\/p>\n Your customers chose you and your company for a reason. Part of that decision was likely based on how you interacted with them. Continue that dialogue in your email marketing by using your unique voice. In real life, are you frank and straightforward? Lighthearted and playful? Somewhat cheeky and irreverent? Don\u2019t be afraid to let your personality show.<\/p>\n The timing of your emails is crucial to the success of these campaigns, and understanding your client\u2019s needs is a big factor in this. For example, if you can identify gaps in a client\u2019s current services or complementary products that would benefit them, let them know! Don\u2019t send out the same 8 emails at the same time for everyone\u2014analyze each client\u2019s services and goals and customize content based on what you discover.<\/p>\n Related Reading:<\/strong> The Best Time to Send B2B Marketing Emails<\/a><\/p>\n I know I preached subtlety above, and I stand by that regarding the bulk of your content, but your call to action must be clear. Make sure your client knows that you can help them, and what the next step is.<\/p>\n Related Reading:<\/strong> The #1 Thing Missing From Email Marketing: Effective Call To Action<\/a><\/p>\n In the digital age, there are a number of robust email marketing solutions with campaign automation. With smart software, you’ll know what clients are interested in which products when, and you\u2019ll be able to reach out with new campaigns accordingly. Experiment with transactional emails featuring additional products and services, leverage previous client purchase information as new sales opportunities, and more with marketing automation.<\/p>\n Successful marketing is a continuous cycle of research, implementation, tracking, analysis, and adaptation. You\u2019ve got to analyze your results to see what\u2019s working and what isn\u2019t. Not every email is going to resonate with your clients, and that\u2019s OK. If an email just isn\u2019t working, pull it out of the rotation and try a new approach.<\/p>\n Following these 7 tips will help you put together a campaign that offers awesome actionable content for your clients. While your goal, of course, is to cross-sell and upsell, you need to think of your client\u2019s needs first and foremost.<\/p>\n Get started with cross-selling and upselling campaigns today with your email marketing by following these easy steps:<\/p>\n You can use the Vendasta platform’s marketing automation<\/a> system to strategically cross-sell and upsell your existing clients with additional digital marketing solutions. Also check out the recommended campaigns to see our pre-build email marketing campaigns for product adoption and upsell opportunities! Meanwhile, each sales reps will be able to track their upsell and cross-sell initiatives with Sales Pipeline.<\/p>\n <\/p>\n Email marketing is full of possibilities, with new opportunities for acquisition, adoption, and growth of your business<\/a> clients. Do you have a particular cross-selling or upselling technique that works for your industry? Let us know in the comments below!<\/p>\n If you haven\u2019t tried us and would like to learn more, request a demo<\/a> today.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Have you ever walked into a car dealership looking for a sensible, used sedan only to be persuaded into test-driving a Ferrari? Or visited a Foot Locker to look at running shoes, but walked out with the shoes, plus new shorts, a neon top, wrist and headbands, a Fitbit and fanny-pack? Sound familiar? Not only […]<\/p>\n","protected":false},"author":52,"featured_media":123027,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"Have you ever walked into a car dealership looking for a sensible, used sedan only to be persuaded into test-driving a Ferrari? Or visited a Foot Locker to look at running shoes, but walked out with the shoes, plus new shorts, a neon top, wrist and headbands, a Fitbit and fanny-pack?\r\n\r\nSound familiar? Not only have you driven an amazing muscle car and set yourself up to run in ALL the upcoming 5K races, you\u2019ve also experienced upselling and cross-selling (in that order) first-hand!\r\n\r\nCross-selling and upselling are two closely-related classic strategies businesses use to get customers to buy a complementary or higher-end product.\r\n\r\n[caption id=\"attachment_15891\" align=\"aligncenter\" width=\"800\"] Related Reading:<\/strong> The Best Time to Send B2B Marketing Emails<\/a><\/p>\r\n\r\n Related Reading:<\/strong> The #1 Thing Missing From Email Marketing: Effective Call To Action<\/a><\/p>\r\n\r\n![\"cross-upsell2\"](\"\/wp-content\/uploads\/sites\/6\/2017\/12\/download.webp\")
<\/p>\nWhat is cross-selling?<\/h2>\n
![\"crossellArtboard-1\"](\"\/wp-content\/uploads\/sites\/6\/2017\/12\/download-1.webp\")
<\/p>\nWhat is upselling?<\/h2>\n
![\"upsellArtboard-1\"](\"\/wp-content\/uploads\/sites\/6\/2017\/12\/download-2.webp\")
<\/p>\nWhy use cross-selling and upselling techniques?<\/h2>\n
7 Tips for Successful Cross-Selling and Upselling With Email Marketing<\/h2>\n
1. Segment your list<\/h3>\n
2. Be helpful to your clients<\/h3>\n
3. Use your voice<\/h3>\n
4. Be strategic with your timing<\/h3>\n
5. Create a clear call to action<\/h3>\n
6. Utilize marketing automation software<\/h3>\n
7. Track and analyze your results<\/h3>\n
![\"Screen-Shot-2017-12-18-at-11.19.17-AM\"](\"\/wp-content\/uploads\/sites\/6\/2017\/12\/download-3.webp\")
<\/p>\n4 Key Action Items to Get Started<\/h2>\n
\n
<\/h2>\n
Cross-Selling and Upselling with Vendasta’s Marketing Automation Platform<\/h2>\n
\n![\"cross-sell](\"https:\/\/storage.googleapis.com\/wordpress-www-vendasta\/2017\/12\/cross-upsell2.jpg\")
Image Source: UberTheme[\/caption]\r\nWhat is cross-selling?<\/h2>\r\nCross-selling<\/strong> is when you use a sales opportunity to sell additional product or services to an existing customer. For a marketing example, it's like when you sell one of your business clients a website as well as live chat and form building software to complement their website.\r\n\r\n
![\"what](\"https:\/\/storage.googleapis.com\/wordpress-www-vendasta\/2017\/12\/crossellArtboard-1.png\")
\r\nWhat is upselling?<\/h2>\r\nUpselling<\/strong> is a technique where you use a sales opportunity to have an existing customer purchase a more expensive product\/service, or an upgraded version of a product\/service, to make a more profitable sale. For a marketing example, it's like when a customer comes to you for a 3-page website, but you sell them a 10-page responsive site with hosting.\r\n\r\n
![\"what](\"https:\/\/storage.googleapis.com\/wordpress-www-vendasta\/2017\/12\/upsellArtboard-1.png\")
\r\nWhy use cross-selling and upselling techniques?<\/h2>\r\nWhat makes these strategies so effective is that it\u2019s much easier to sell to an existing customer than a new one!\r\n\r\nIn fact, the book Marketing Metrics<\/a> says, \u201cThe probability of selling to a new prospect is 5%-20%. The probability of selling to an existing customer is 60-70%.<\/strong>\u201d\r\n\r\nWhy is this true? Well, your existing customers know you. You\u2019ve got trust and momentum on your side, so they\u2019re going to be much more receptive to your ideas and advice than a prospective customer would.\r\n\r\n[clickToTweet tweet=\"The probability of selling to an existing client is 60%, so use upsell and cross-selling campaigns! #emailmarketing\" quote=\"The probability of selling to an existing client is 60%, so use upsell and cross-selling campaigns! #emailmarketing\"]\r\n\r\nAnother major perk of that established relationship is that you already have their email address. This gives you the opportunity to communicate with them directly. One of the best ways to scale that communication to an ever-growing list of clients is to come up with an automated email marketing strategy<\/a> to cross-sell and upsell them (in a non-salesy way).\r\n\r\nPlus, this is a strategy that any<\/em> business in any<\/em> industry can use. So if you\u2019re a digital marketer, you could create an email on how to cross-sell products, and literally cross-sell one of your other services through that email.\r\n\r\nLet\u2019s take a deeper look at how to do this through email marketing.\r\n
7 Tips for Successful Cross-Selling and Upselling With Email Marketing<\/h2>\r\n
1. Segment your list<\/h3>\r\nTo be able to effectively anticipate what your customers will need going forward, you\u2019ve got to segment your list. This means doing your research and organizing customers into subgroups based on the services or products they currently use. Once you\u2019ve done this you\u2019ll be able to create customized, personalized content about the complimentary services and products you offer.\r\n\r\nHow will segmentation help? MailChimp<\/a> found that when their users segmented email lists, open rates increased by almost 19%, and click-through rates by almost 22% compared to non-segmented sends.\r\n
2. Be helpful to your clients<\/h3>\r\nYes, you\u2019re promoting your services in these emails, but subtlety is key! Don\u2019t be the pushy car salesman\u2014be the friend who can\u2019t stop talking about the amazing book she just read! Share your expertise and offer tips that your customer will find valuable.\r\n
3. Use your voice<\/h3>\r\nYour customers chose you and your company for a reason. Part of that decision was likely based on how you interacted with them. Continue that dialogue in your email marketing by using your unique voice. In real life, are you frank and straightforward? Lighthearted and playful? Somewhat cheeky and irreverent? Don\u2019t be afraid to let your personality show.\r\n
4. Be strategic with your timing<\/h3>\r\nThe timing of your emails is crucial to the success of these campaigns, and understanding your client\u2019s needs is a big factor in this. For example, if you can identify gaps in a client\u2019s current services or complementary products that would benefit them, let them know! Don\u2019t send out the same 8 emails at the same time for everyone\u2014analyze each client\u2019s services and goals and customize content based on what you discover.\r\n
5. Create a clear call to action<\/h3>\r\nI know I preached subtlety above, and I stand by that regarding the bulk of your content, but your call to action must be clear. Make sure your client knows that you can help them, and what the next step is.\r\n
6. Utilize marketing automation software<\/h3>\r\nIn the digital age, there are a number of robust email marketing solutions with campaign automation. With smart software, you'll know what clients are interested in which products when, and you\u2019ll be able to reach out with new campaigns accordingly. Experiment with transactional emails featuring additional products and services, leverage previous client purchase information as new sales opportunities, and more with marketing automation.\r\n
7. Track and analyze your results<\/h3>\r\nSuccessful marketing is a continuous cycle of research, implementation, tracking, analysis, and adaptation. You\u2019ve got to analyze your results to see what\u2019s working and what isn\u2019t. Not every email is going to resonate with your clients, and that\u2019s OK. If an email just isn\u2019t working, pull it out of the rotation and try a new approach.\r\n\r\n[caption id=\"attachment_15897\" align=\"aligncenter\" width=\"1355\"]
![\"email](\"https:\/\/storage.googleapis.com\/wordpress-www-vendasta\/2017\/12\/Screen-Shot-2017-12-18-at-11.19.17-AM.png\")
The Vendasta platform's email campaign analytics[\/caption]\r\n\r\nFollowing these 7 tips will help you put together a campaign that offers awesome actionable content for your clients. While your goal, of course, is to cross-sell and upsell, you need to think of your client\u2019s needs first and foremost.\r\n4 Key Action Items to Get Started<\/h2>\r\nGet started with cross-selling and upselling campaigns today with your email marketing by following these easy steps:\r\n
\r\n \t
<\/h2>\r\n
Cross-Selling and Upselling with Vendasta's Marketing Automation Platform<\/h2>\r\nYou can use the Vendasta platform's marketing automation<\/a> system to strategically cross-sell and upsell your existing clients with additional digital marketing solutions. Also check out the recommended campaigns to see our pre-build email marketing campaigns for product adoption and upsell opportunities! Meanwhile, each sales reps will be able to track their upsell and cross-sell initiatives with Sales Pipeline.\r\n\r\n
\r\n\r\n\u00a0\r\n\r\nEmail marketing is full of possibilities, with new opportunities for acquisition, adoption, and growth of your business clients. Do you have a particular cross-selling or upselling technique that works for your industry? Let us know in the comments below!\r\n\r\nIf you haven\u2019t tried us and would like to learn more, request a demo<\/a> today.\r\n\r\n[adrotate banner=\"37\"]","_et_gb_content_width":"","footnotes":""},"categories":[140],"tags":[246,247,217,248,177,231,137],"class_list":["post-15890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales","tag-customized-emails","tag-email-december","tag-email-marketing","tag-email-marketing-december","tag-marketing-automation","tag-partner-center","tag-sales-strategy"],"acf":[],"yoast_head":"\n