5 Effective cross-sell strategies

If you want to start with one-to-one personalized content for your website, cross-sell will probably be one of the first choices, which you can use. For a while, let's forget which channel you use for content delivery to your customers. It can be e-mail, some chatbot, dynamic website blocks, or others. Today, we are going to focus more on strategies. 

Cross-sell is marketing automation. Based on the customer's previous behavior, like their purchase, carts, or perhaps views of certain websites, you can predict which other products or services you offer could be interesting for them. Let's say you have a fashion e-commerce website. You know that if people buy a fancy brown spring coat, there are many cases when they also purchase new spring shoes. Voila, lets, send shoe offers to people who buy a coat. Of course, this is just a simple example, nowadays the marketing automation platform does much more complicated data analyses to discover these kinds of predictions, but for a having idea, this is an excellent example of where to start. But how to use these data to make it as effective as possible?

1) Right after order, cross-sell

Right after finishing their order, there is the first ideal time to offer more to your customers. They already ordered something. They will pay delivery costs, so why don't you try to make them buy more? For example, let's say that a person purchased a new iPhone 11. He surely could be interested also in a car charger, wifi charger, speaker, protection cases, and more. He already paid 700 USD for the phone, so why wouldn't he buy some extras. So right after the order, send a campaign with these extra items. Perhaps add some small sale coupons as a gift for purchasing. Write that he can have it in one delivery costs. It is perfect timing. 

2) After the first visit after order cross-sell

Let's say people buy something from you. After a month, they revisited your website. They probably want something more, right? So give them personalized recommendations right now. And as a bonus, if you can make people order for a second time, a third time, there is a good chance that you will create loyal customers, which can bring you more by word of mouth. 

3) Regular cross-sell

Of course, some of us don’t like to wait for a miracle to happen. We want to make our customers buy before they already know it. So let’s set up a regular cross-sell campaign, which for example, once in month sends personalized offers to all customers. Of course, in this case, marketing automation has to switch items a little bit threw time, not to be the same over and over again. If you have more time, it is also good not to make it entirely automated, but in each campaign, add at least some lines by yourself. Some fresh and original. Don’t forget. Content is the king.

4) Year after cross-sell

If you think about when you do the most purchasing, you will find out that it regularly repeats in many cases. There are many occasions for buying gifts like Christmas, Valentine's day, anniversaries, Mother's Day, birthdays. Also, a lot of people have some habits based on time in the year. They buy clothes before winter and during summer sales, sports equipment in the summer, new phones right after the release. A good chance is that a year after the previous purchase, there is an excellent time to offer similar products again.

5) Cross-sell by items

You can also look at the problem from the other side. You know your products and their sales cycle. When is the ideal time to buy product-related items? Choose some of your best-selling products in their most performing month. Create a cross-sell campaign with related products and send them to your customers. You can focus on the customers who previously act their interest in the product or the category to make it even more powerful.

It is essential to have powerful algorithms to choose the best items for each customer. But timing is another crucial element of the strategy.