In today’s digital world, where everything is fast and convenient, it’s no surprise that consumers turn to their smartphones rather than visiting a physical store. However, this shift has come with consequences for retailers as more of them have been forced to close physical outlets in favor of an online presence.
To keep up with this change and retain current customers, businesses need new strategies to engage their existing clients and acquire new ones simultaneously. Cross-selling is one way you can double your client’s lifetime value (LTV) through email marketing. Read on to learn more about cross-sells email workflows and how you can use them to drive up your LTV without selling unnecessary products or services that lead back to your site.
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What are Cross-Sell Email Workflows, and How Can they Help Your Business?
Cross-selling encourages a customer to purchase something other than the main product itself. Using cross-selling, you may get a customer who has previously subscribed to your marketing tool to subscribe to your customer relationship management system.
Email automation is a technique that enables your business to send subscribers time- or event-triggered emails. Once the workflow is activated — for instance, when someone subscribes to your newsletter or downloads a free trial of your software — each email inside that flow is automatically delivered at the intervals you choose.
As the subscriber progresses through the workflow, they progress through your sales funnel until they are prepared to take the next step or convert. Typically, each email workflow has a specific objective, such as converting trial users or onboarding new customers.
An Email marketing automation workflow is critical for most organizations. 92% of visitors to a website are not yet prepared to make a purchase. However, you can convince them to purchase your product offerings depending on how receptive they are to your brand’s messaging.
Email marketing is essential for cultivating prospective leads that might result in future business. You can establish better customer relationships by sending regular emails containing good content or offers. Whenever they see a communication from you, your contacts will also consider your brand.
Email automation is not a robotic procedure with no predetermined strategy, as is commonly believed. Email automation tools provide extensive customization and optimized drip campaigns.
A good piece of software, such as Klaviyo email marketing, can assist you in segmenting based on categories such as:
- Business type
- Possible pursuits
- Primary source
With this information, you may build an email strategy that targets demographics strongly associated with certain products and services, therefore retaining their interest for the long term. Long-term customer retention is essential for the growth of a business, in addition to acquiring new customers.
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Cross-Selling Email Workflows to Increase Customer Lifetime Value
Email workflows are intended to streamline your to-do list and save you a tremendous amount of time. Email workflows allow you to stay in contact with your database regularly, remain relevant, and establish deeper relationships with your subscribers. Here are three email workflows that will increase your cross-selling value.
1. Welcome Workflows
This is a workflow for email marketing that every email marketer should use. When a contact subscribes to your marketing list, it is only activated. A welcome email establishes your brand’s initial image. This is your opportunity to develop a relationship with the subscriber and gain their favor. They will be more inclined to purchase from you in the future. A one-time purchase is exponentially less lucrative than establishing long-term connections with customers.
In addition to greeting them and thanking them for joining up, you may maximize the effectiveness of your welcome email by:
- Distributing further details about your business
- Including links to your most popular content and resources
- Inviting people to interact with you on the social platforms of your brand
- Displaying testimonials and social evidence
To choose the content of your welcome email, consider what action you like the subscriber to take. Send a series of emails to customers thanking them for their business and providing them with more value regarding your brand’s products or services. For instance, if your firm sells curtains, you might inquire about the client’s satisfaction with their buys. Then, hang a newsletter that discusses unusual and inventive curtain-hanging techniques.
2. Topic Workflows
When a contact provides their email address to access your gated content, an email workflow is started. This may consist of an eBook, a paper, or an online seminar.
Once the content has been downloaded, you may send a contact an automatic email including the download link, which they can use at any time. Based on the topic of the downloaded content, you may then send a series of emails with relevant content.
This email workflow provides a personalized experience for the subscriber, who will be more likely to convert potential customers to actual clients.
3. Lead Nurturing Workflows
If subscribers have responded to your most recent campaigns, they are likely more interested in your product or service. Creating personalized email workflows for these interested prospects is a fantastic approach to nurture them through your sales funnel and eventually increase sales.
The workflow aims to persuade the subscriber to take the next step, which might involve signing up for a trial, scheduling a call, or purchasing a product. It helps your brand to remain in the minds of potential customers, raise awareness, and establish credibility.
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Advantages of Cross-Selling Emails
Any scalable marketing strategy that leads to increased sales is a clear winner. Here are three cross-selling email benefits your business can enjoy.
1. They can substantially boost your earnings
Indeed, a customer who buys more than one item from you will increase your earnings more than a customer who buys only one item. However, there are further, more subtle ways in which cross-selling might increase revenues. If your customers are satisfied, cross-selling can help you save money by reducing the effort and resources you put into bringing in new customers.
2. They help clients feel understood
Cross-selling is most effective when customers feel understood. Assume you work in retail and recommend a fantastic pair of shoes to complement a customer’s new pants. If you hit the mark, they’ll feel more connected to you and your brand because they’ll think you understand who they are.
3. They make it easier to convince customers
Any seasoned salesperson will tell you that customers sometimes put off making decisions for lengthy periods. People often delay making purchases as they consider whether or not they really need the item in question, look for discounts, or do research online. On the other hand, cross-selling can give your potential customers the extra incentive to finish the buying process and acquire all they need from a single store.
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How to Develop a Cross-Selling Email Strategy?
1. Identify cross-sell opportunities
To uncover possibilities, you must first map all your products and characteristics. A strong candidate for cross-selling characteristics include:
- Cheaper than the original product
- Be in the same category
- Well-reviewed and valuable
2. Select your target personas
After establishing cross-selling potential across products, you must pick which customers to target. To accomplish this, become familiar with your buyer personas and any psychographic segmentation data.
3. Draft the customer journey
We determined the “what” and “who” in the first two phases. Consequently, we need to determine when to implement a cross-sell. Using the purchase behavior analytics from the previous stage, you can find if the two products are frequently purchased together?
After a customer has completed the following steps in the customer journey, it may be an appropriate time to cross-sell:
- Purchased a product and provided a good review
- Purchased an item from a new category, suggesting a change in your interests
- Exceeded their average purchasing cycle
4. Determine your positioning and messaging
The third element of the puzzle is how to present the cross-sell. Consider both the standalone and combined value of the add-on product. Why do these go well together?
Are there use cases or product benefits appealing to specific customer personas? When you’re emailing your existing clients, it’s a great idea to offer an additional product to boost their Lifetime Value. It’s common to offer a free product or a gift with a purchase to get new customers interested in your brand.
For instance, if you add a product to your shop while creating an e-book, you can create a bundle that includes both. Customers interested in your e-book will be interested in the added product and may be willing to pay.
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Starting with email marketing automation doesn’t have to be complicated. Start by automating a straightforward email workflow like a series of welcome emails, topic workflows, abandoned cart emails like Klaviyo abandoned cart emails, and mor0065. Sending automatic emails for these circumstances will help you maintain contact with your customers and strengthen your relationship with them until they are ready to purchase.
Once you have your clients’ emails, you can cross-sell products from your e-commerce store that you don’t need. It’s important to remember that you should only add products to your shop that you also sell on your site. That way, you’re boosting your revenue and creating added value for your current clients.
Ready to begin creating your workflows? To bring it all together, you’ll need a marketing automation system if you don’t already have one. After creating emails and workflows, you can sit back and let automation do its thing. However, monitor your performance and adjust your strategy as you progress.