![]() Upsell messages are an ideal place to include customer testimonials. Postalytics analytics dashboard Cross-Sell and Upsell Strategies Use variables to select the right combination of text and images to connect with individual customers. Accomplish this personalization and segmentation during the design phase of your direct mail project. Use data about your customers, such as age, gender, and location, along with information about the products they’ve already purchased to control the offers and the images in your mailing pieces. Profiting from Triggered Direct Mail Automationĭigital printing has made it possible to create highly relevant and personalized upsell and cross-sell marketing messages. See this article for details about CRM-triggered mail powered by Postalytics: Compare the features and capabilities of the basic version to the pro version of your software and offer a discount for an upgrade. This would be the time to contact them via a direct mail letter or postcard. ![]() An analysis may reveal that customers who buy your basic version outgrow its capabilities after about six months. Suppose your company sells software, for example. Data passed from the CRM influences the text, images, and offers to be included in the direct m advertising.Īn understanding of how your customers use your products will help to formulate a plan for upselling them. From a direct mail perspective, triggers originating in the CRM can initiate the creation of a postcard or letter at the ideal time. A CRM records when a customer made a purchase, what product they bought, and other information likely to influence personalized communications. Organizations store much of this buyer-specific knowledge in CRM systems. Offers to purchase irrelevant items or incentives offered at the wrong time will fall flat. The key to cross-sell and upsell success is gathering information about individual buyers and their purchase activities and then using that data to affect the marketing efforts. Triggered and Personalized Mail Is Commonly Used It would be a mistake for marketers to ignore this productive channel of customer communication. However, households with incomes greater than $150,000 report they intend to respond to 1.4 pieces of advertising mail per week, and they may consider responding to another 1.9 pieces per week. Intended responses are typically higher than actual results. According to the USPS Household Diary Study, households say they will or might respond to 32% of the direct mail advertising they receive. ![]() Why Direct Mail? It is Highly Effectĭirect mail is an effective way to present cross-sell or upsell offers to customers. Simply show the prices of products purchased individually and compare them to the bundled or bulk price. With direct mail automation software, you can present these offers on a postcard or in a letter as easily as you can send an email. ![]() To use the insurance example again, you might upsell a client to a higher-premium policy with lower deductibles or accident forgiveness in place of standard auto coverage.Ĭreate upsell product bundles or highlight ways customers can save money by buying in bulk. A mobile phone with longer battery life or a better camera is a good example of upselling. Upselling is when you convince a buyer to invest in a more expensive or full-featured version of a product. Insurance brokers, for instance, can sell an umbrella liability policy to go along with property and auto insurance. If you sell a service, then a cross-sell might be more services. Accessories fall into this category, such as selling a protective cover for an outdoor gas grill or pillows that go with a sofa. Strictly speaking, cross-selling means encouraging a customer to buy an item or service related to something they’ve already bought. That’s why marketers are always looking for ways to build scalable cross-sell and upsell programs. If your product is consumable or you sell a service that expires, then repeat sales may be the most important. That truism applies regardless of what you sell or the channels in which you market. Everyone knows it costs a lot more to gain a new customer than to sell again to an existing one. ![]()
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