We defined cross-selling in the previous cio and cto email lists article. For example, if a customer has bought a laptop from our e-commerce site , it makes sense to also offer them an external hard drive or the appropriate connector for the computer model they have just purchased. Any good sales professional, whether in a physical store or a visitor, who has a personalised relationship with their customers knows what we are talking about.
However, if our field of action is the online world, and specifically that of email marketing, it is less obvious how to apply cross-selling. In order to carry it out, it will be essential to consider, first of all, how we will access the information .
cross selling
We will not be able to carry out a cross-selling action if we do not have the data of who has bought what accessible. This means that the information we collect in e-commerce or at the point of sale must be stored in a structured and easily accessible and manageable way . Do we have a relational database that gives us a 360º view of the customer? If not, can I quickly check which users in my email database have bought a laptop in the last month and have not purchased an external hard drive? These are some of the questions we should ask ourselves to get started.
Once we have identified the segment on which we will carry out the cross-selling action , we will have to stop and think about how we will present it. With what subject will we present the offer to the user? What copy and what images will make up the creative?
Well-executed cross-selling actions can bring us a lot of value from two points of view. In the short term, they increase turnover , and in the long term, they strengthen the link between the user and the brand , since interactions with the latter are experienced with a high degree of relevance by the customer.
