When trying to increase sales, it is not just about seeking new prospects. You already have a qualified base of current customers that you can approach. These are the people who you know already like your company and have purchased from you in the past. So, how do you get them to want more? Upselling.
Upselling is much more than just “do you want to add fries for 99 cents?” There is a nuance to it. One of the most cost-effective approaches to upselling is via email. But how do you write upsell emails?
Putting Data To Good Use
Most peoples’ inboxes are bursting with messages. So how do you get readers not to scan past your message or send you straight to spam? First you need to look at the data. No matter how well written it is, your email isn’t worth much if you are sending it to an uninterested party.
Look at your analytics and narrow in on customer buying profiles. Look at what customers have purchased in the past and assess whether you not your current offer is appropriate to them. For example, if you are a food distributor, don’t offer free shipping on the meat-of-the-month club to your vegetarian clients! The offer must be relevant, beneficial, and make sense.
A More Tailored Fit
A popular way retailers (online and brick-and-mortar) use upsell emails is by wishing clients a happy birthday or anniversary or by acknowledging an important date or holiday. This is smart because it reinforces that you know information about your client and what would appeal to them. Plus, people are more likely to indulge on special occasions. Email “blasts” no longer work, people expect a more customized approach. But don’t worry; these emails can still be automated.
You already have an advantage of getting your message read simply due to the fact that the reader knows who you are. Think of it from the customer perspective: you are far more likely to read an email from the online shoe boutique you just purchased from than from a random shoe retailer with an unfamiliar name.
Be Smart, Not Sneaky
Have you ever gotten an email with “RE:” in the subject line, even though you know it was not actually a reply? It just screams spam. Instead use a more appropriate subject line that refers to a specific purchase or service: How did you like that XYZ you purchased? Let us know! or Now that you tried our XYZ service, you might like ABC too. Not only are you more likely to get a click through, you are also less likely to be flagged as junk mail.
Transactional emails, such as a receipt, a notification alert, or a behavior-based offer, are another great upsell option. Make the subject line appropriate to the original content (e. g. receipt) and put marketing content below that information. Don’t bombard your customers with offers and don’t be pushy or salesy. Let them know how the offer will help them and highlight the benefits of purchasing, upgrading, subscribing, etc. And, be sure that the CTA is clear.
Remember, you are reaching out to a valued customer; you don’t want them to feel as if you are blanket emailing them as part of a large batch. Capture their attention with personalized data, pertinent information, and appropriate content. When used appropriately, upsell emails can greatly boost your ROI.
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