2 steps to 1-to-1 cross sales with email

Hyper-personalisation is the future of email marketing

It’s well known that anything that’s tailored fits better. Be that a three-piece suit or your communications with your customers, in fact, companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle.

“Companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle. – Lenskold and Pedowitz Groups”

Today, we’re going to give you a smart insight into how one of our customers, a domain name reseller sends automated cross sales emails to their customers by making use of dynamic segments and content.

Problem: Our customer had the business need of cross-selling related domain names after a customer had purchased a specific domain name.

Opportunity: Use advanced segment definitions to optimize one-to-one communications with customers with dynamic content.

Solution: Our customer created a recurring campaign that cross-sells domain names.

Step 1: The campaign makes use of a segment definition that selects all the customers that purchased a domain name within the last 24 hours and dynamically generates a real one-to-one message with related domain names the customer might want to purchase should they be available.

The segment above selects all customers that ordered a domain name within the last 24 hours.

E.g. if they purchased the domain name getthecoolshoeshine.com, they might also be interested in purchasing;

• getthecoolshoeshine.eu
• getthecoolshoeshine.net
• getthecoolshoeshine.pl

Step 2: The dynamically generated content contains code that invokes a script that first generates similar domains and then checks whether they are available for purchase. The message is sent to the customer if at least one similar domain is available.

Above is an automated 1-to-1 dynamic email sent to customers that purchased a domain name in the last 24 hours.

Pro move: A recurring campaign that sends out emails when certain criteria is met is great, but we could build a whole array of communications that could be sent to customers who purchased domains. We could for example, build complex workflows that automate renewals & reminders, 7, 3 and 1 day before they expire.

The following workflow in ExpertSenders’s platform automates renewal reminder notifications for customers that purchased a domain. (click on the image to see a larger version).

It’s the products that we choose

Well there you have it, there’s two steps to help your customers get the products that they choose. It can be as simple as having a segment definition that selects customers who have made a purchase 24 hours ago and have the appropriate dynamic content generated on the fly and matched with the appropriate customers. You’re now well on your way to a whole lot more cross sales!

Thanks to Adam Ambrozewicz for sharing their advice and opinions in this post. Adam is the Managing Editor at ExpertSender. You can follow him on Twitter or connect on LinkedIn.