Using Customer Emails to Upsell
BtoB Online, an Internet magazine aimed at online marketing professionals, published a story today outlining a study that finds that “transactional e-mail” — standard, non-sales-oriented messages to customers like order confirmations and service-related messages — are an often overlooked opportunity to get your customers to expand their relationship with your business.
Among e-mail marketers surveyed for the JupiterResearch E-mail Marketing Forecast, 60% reported they increased sales by including offers or ads in their transactional e-mail. In addition, about half the respondents said that receiving such marketing messages increased brand recognition and satisfaction with the company.
That means that many of your automated messages to customers — such as the welcome email they receive upon signing up for service, or the confirmation email when they change their account details, or any standard announcements or newsletters that aren’t promotional in nature — can be leveraged to maximize your company’s sales potential.
Obviously, caution should be exercised so that your messages aren’t too sales-oriented, which can obviously turn customers off. But if done tactfully and tastefully, a little added incentive to upgrade services can blend fairly smoothly in your email communications, and result in a boost to your bottom line by speaking out to people who are already familiar with, and presumably satisfied with, the services you offer.
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