Cross-selling to your existing customers is one of the most cost-effective ways to generate more revenue for your e-commerce website. Find out our tips for how to do this successfully.

1. Tips for Cross-Selling via Email
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2. Personalization

3. Personalization
Should always be present in email campaigns
Base products to cross-sell on customer intelligence
 Products they have bought before which they may need to buy
again
 Complementary products (eg, hats + gloves, shampoo +
conditioner)
 Similar products that other users have bought
 Products they have looked at or added to the shopping cart but
not purchased
If such targeted personalization isn‟t feasible, try cross-
selling to different market segments

4. Personalization
When looking at which market segments of your
customer database to cross-sell to, focus on the most
profitable segments:
 Recency – when did they make their last purchase?
 Frequency – how regularly to they purchase from you?
 Monetary Value – how much revenue do they generate for your business?

5. Bundles

6. Bundles
Group related products to be sold together in one
„bundle‟
Offer a discounted price when selling bundles
Examples of bundle ideas may include:
 Starter packs
 “Make your own X”

7. Complementary goods

8. Complementary goods
If a customer has bought a hat, they might also need
some gloves!
Offer a discounted price when
Examples may include:
 Starter packs
 “Make your own X”
 Gift boxes

9. Incentives

10. Incentives
Discounts eg, 20% off your next order
Credits/points in a loyalty scheme
Specific offer on complementary goods

11. Transactional emails

12. Transactional emails
High open rate as customers will double-check their
order is correct
Opportunity to cross-sell complementary
products/services

13. Triggered emails

14. Triggered emails
SaaS marketing solutions such as Emailvision‟s „Campaign
Commander‟ can provide this feature (www.emailvision.hk)
Commonly sent to customers once a specific action/trigger
has happened eg,
 Abandoned shopping cart
Keep a „helpful‟ tone of voice with the email
 “We saw that you recently looked at X product”
Try offering substitute products (other similar products) with
different:
 price ranges
 features
 manufacturers/brands