Up-sell Drip Email Campaign
Why You Should Have One
Drip campaigns are a series of pre-written, automated emails sent to a group of existing customers. Adding an up-sell component to the drip campaign personalizes the email and allows the customer to see products or services that are similar or slightly above in value or price from what they already purchased. The goal of up-sell drip emails is to focus on existing customers and gain repeat purchases. By subtly suggesting the customer needs something else and sending a string of emails through a drip campaign, companies can work smarter by saving time and increasing sales.
How It Works
Once the relevant customer segments and email content are created, it’s easy to set up a triggered email campaign. By setting the emails to go out a couple days after purchase, the customer will have time to receive and use the product or service. Additionally, they may realize they want to purchase the item the company suggests for them. By subtly providing your clients with information and incentives to expand the list of products they are using, you’re speaking straight to your customer’s desires. After all, they already purchased from you and the chances are greater the customer will purchase again if they were happy with their buying experience.
For example, let’s say you are in the market for a specialty bottle of wine for a party you are attending. Once you receive the wine, you are excited to drink it, but the retailer knows you will probably want to order it again if you had a great experience and enjoyed the wine. In turn, the wine retailer suggests 3 wines that are similar but a little more expensive than the first wine you ordered. If you wait over one month to order from the wine retailer, the drip campaign will be triggered to send you an email that suggests you purchase a bulk discounted 4-pack of wine and free shipping. Another example could be that you book a flight in coach class. The airline then sends you a series of emails. The first email suggests upgrading your seat for more leg room. The second email recommends purchasing the sky miles partner credit card for 10,000 bonus miles. The next email offers a discounted rate to experience priority seating.
Also, keep in mind that it’s important to have creative, relevant offers in each email as opposed to sending a batch email. Having these emails hit the right person at the right time can increase customer happiness, loyalty, retention, and revenue.
Creative We Love
FitBit Upsell Drip Email
Priceline Up-sell Drip Campaign
Remember: Tracking Up-sell Drip emails are just as important as having them. If you don’t know how and why the program worked, you can’t continue or change it for your business’ future success. Need help, strategizing, implementing, or tracking your Up-sell Drip campaigns? Contact us here!
Check out some of our other posts from our Email Automation Series: