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A detailed guide to Cross-Selling and Upselling in post-purchase Emails

Cross-Selling & Upselling in Post-Purchase Emails

The key to converting sporadic buyers into recurring loyalists lies in how you deal with your customers in the post-purchase phase. Many businesses mistake sales as the final destination when, in reality, the bulk of customer relationship-building work begins after that. 

And the medium through which you conduct this operation is post-purchase emails. 

As the name suggests, post-purchase emails are those that are sent (mostly automated) to customers after they have finished a transaction with your business. They can be of multiple types:

It is the last variety on this list, which is going to be our subject of interest in this blog

Cross-selling and Upselling Emails- A Quick Introduction

Before we concern ourselves with the many nuances of these emails, it is only fair that we first grasp their fundamentals. 

Cross-selling refers to the practice of promoting secondary products that stand to supplement the functionality of the primary product that a buyer has added to their carts. For instance, if the primary product in question is a laptop, then a wireless keyboard/mouse, a laptop skin, and a laptop stand make for an effective cross-selling cluster.

For instance, take a look at this cross-selling attempt from Amazon.

The primary product here is the LED monitor.

To increase the appeal of such clusters, most businesses whip up special discounted prices for these “combos.” As a matter of fact, 67.6% of cross-selling sales professionals resort to this tactic. 

A smart marketer curates their cross-selling bundle in such a manner that opens the customer’s eyes to secondary and tertiary aspects of their problem statement that they might not have visualized at the time of purchasing their primary solution. So, while cross-selling obviously stands to fetch additional revenue for the business, such attempts are only successful when they are not driven by greed but rather by a sincere desire to deliver value to the customer. 

Upselling, on the other hand, refers to the practice of pitching upgraded versions of the primary product; no supplementary products feature in the equation. You’d mostly observe this with businesses that offer tiered pricing for their services. Eager not to have customers settle on the lowest tiers and to avoid discouraging them with the pricing of the highest ones, businesses often cleverly configure the range of services of their middle tiers so that they end up appearing the most profitable of the lot.

Take a look at Ghost’s pricing tiers, for example.

One can clearly observe here how the plan named “Creator” has been carefully configured to offer the most value to someone who’s looking to get started with the platform- it has sufficiently more features than the base plan, and at the same time, its pricing is much easier on the pockets than both “Team” and “Business,” plans that are easily better suited to individuals with more advanced requirements. 

Importance of Cross-selling and Upselling Emails

The following points delineate the significance of sending out cross-selling and upselling emails.

Things to Keep in Mind While Crafting Cross-selling Emails

In order to write post-purchase cross sell emails that tick all the right notes, you can consider taking the following pointers into account. 

This email from Crate and Barrel, easily one of the best cross-selling email examples out there, aptly illustrates the point we just made.

Observe how, over here, the recommended products are directly in line with the product that the customer has just purchased. 

Upselling Emails Best Practices You Ought to Take Note of

Writing post-purchase upselling emails that hit it out of the park will not be a tall order, so long you incorporate the tips and tricks listed below.

This email from Grammarly drives home the point I’m trying to make here.

Wrapping It Up

Cross-selling and upselling emails are essential components of your email marketing toolkit and, when implemented soundly, can help you gain a definitive edge over your competitors. We hope the insights shared above will help you while you sit down to chalk out your post-purchase cross-selling and upselling strategies in the future!

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