How to create an automated Cross Selling campaign
Implementing effective strategies is essential to boost sales and maximize customer retention. Cross selling, a technique that involves offering complementary products or services based on customer preferences and purchasing behavior. In this article, we will guide you through creating an automated cross-selling campaign on the Icomm platform.
Product/Category Identification:
- Identify the products or categories you want to showcase in the A shipments.
- When the user clicks on Newsletter A, they will receive information about products or categories B.
Newsletter Creation and Sending Configuration:
- Create the newsletter and configure the trigger sending.
- The customer must click to receive a response newsletter.
- Refer to the detailed guide in the module here.
With the Icomm platform, you can easily automate your cross-selling campaigns. Once the newsletters are created, proceed to create the automatic sending flow.
Go to the Automate module on your Icomm platform.
Create a new automatic sending flow.
Select the New Flow option or click the New button to get started.
Fill in the campaign information.
Fill out the form with a Descriptive Name for your flow and set the campaign Objective. Click Save.
You will be redirected to the configuration screen.
Configure the flow triggers.
Click the + Trigger button to create the action that will activate the automatic response and fill in the Trigger Name.
Configure the Event and Response.
In the Event configuration, add Newsletter A created earlier with the products or categories you want to showcase.
This way, Newsletter A will trigger the automatic response when contacts take the desired action.
In the Response configuration, add Newsletter B that contacts will receive when they perform the event.
Make sure to fill in all the details, such as subject, sender, and delay when configuring the response.
The Event and Response configuration will look like the following example:
Save Configuration.
Click Save to save the cross-selling automatic flow configuration.
The created configuration will be listed in the Automate module. From here, you can view metrics and perform advanced actions.
Important! You cannot schedule daily sending repetition from the automate module.
Before activating the automatic sending flow, make sure to test all components to ensure optimal functionality.
With this configuration, contacts will receive the first shipment and, based on their interaction, will receive specific content associated with that product in the following days.
For this type of campaign, you must configure automatic repeat shipments. Create the campaign based on the following steps:
Purchase Identification and Profile Creation:
Identify the purchase of products or categories A that will trigger the response with products or categories B. Use Icomm data from the Omnichannel Dashboard or E-Commerce Dashboard to analyze the user's last purchase.
Create profiles based on the product/category users acquired in their last purchase. Configure the profile with the Apply Function > Exact Date filter x days ago.
Automatic Repeat Sending Configuration:
Configure the shipment, impacting this profile.
Configure automatic repetition.
To create this campaign, seek assistance from your Customer Success account executive.
Create a personalized newsletter:
Design a sample newsletter to identify the fields necessary in the sending flow configuration.
Profile Creation:
The Customer Success team will create the regular profile with the necessary fields for configuration.
For this configuration, an API integration must be performed. This way, information can be connected from the site's master data to the Icomm platform. Consult the guide here.
Create the newsletter with the necessary custom fields (previously included in the profile) to appear automatically based on the user's purchase.
Test Sending:
It is essential to perform test shipments to confirm the piece from a new configuration.
Sending Configuration:
Create a new configuration impacting the profile created earlier.
It is necessary to create different virtual profiles based on the period the user made the last purchase and the number of products to show in the newsletter. (We do not recommend showing more than three products).
Explore other examples of Automations on the Icomm platform.
Campaign Preparation
Product/Category Identification:
- Identify the products or categories you want to showcase in the A shipments.
- When the user clicks on Newsletter A, they will receive information about products or categories B.
Newsletter Creation and Sending Configuration:
- Create the newsletter and configure the trigger sending.
- The customer must click to receive a response newsletter.
- Refer to the detailed guide in the module here.
Creating and Configuring a Cross-Selling Campaign
With the Icomm platform, you can easily automate your cross-selling campaigns. Once the newsletters are created, proceed to create the automatic sending flow.
Go to the Automate module on your Icomm platform.
Create a new automatic sending flow.
Select the New Flow option or click the New button to get started.
Fill in the campaign information.
Fill out the form with a Descriptive Name for your flow and set the campaign Objective. Click Save.
You will be redirected to the configuration screen.
Configure the flow triggers.
Click the + Trigger button to create the action that will activate the automatic response and fill in the Trigger Name.
Configure the Event and Response.
In the Event configuration, add Newsletter A created earlier with the products or categories you want to showcase.
This way, Newsletter A will trigger the automatic response when contacts take the desired action.
In the Response configuration, add Newsletter B that contacts will receive when they perform the event.
Make sure to fill in all the details, such as subject, sender, and delay when configuring the response.
The Event and Response configuration will look like the following example:
Save Configuration.
Click Save to save the cross-selling automatic flow configuration.
The created configuration will be listed in the Automate module. From here, you can view metrics and perform advanced actions.
Important! You cannot schedule daily sending repetition from the automate module.
Before activating the automatic sending flow, make sure to test all components to ensure optimal functionality.
With this configuration, contacts will receive the first shipment and, based on their interaction, will receive specific content associated with that product in the following days.
Cross Selling from a New Generic Configuration:
For this type of campaign, you must configure automatic repeat shipments. Create the campaign based on the following steps:
Purchase Identification and Profile Creation:
Identify the purchase of products or categories A that will trigger the response with products or categories B. Use Icomm data from the Omnichannel Dashboard or E-Commerce Dashboard to analyze the user's last purchase.
Create profiles based on the product/category users acquired in their last purchase. Configure the profile with the Apply Function > Exact Date filter x days ago.
Automatic Repeat Sending Configuration:
Configure the shipment, impacting this profile.
Configure automatic repetition.
Personalized Cross Selling:
To create this campaign, seek assistance from your Customer Success account executive.
Create a personalized newsletter:
Design a sample newsletter to identify the fields necessary in the sending flow configuration.
Profile Creation:
The Customer Success team will create the regular profile with the necessary fields for configuration.
For this configuration, an API integration must be performed. This way, information can be connected from the site's master data to the Icomm platform. Consult the guide here.
Create the newsletter with the necessary custom fields (previously included in the profile) to appear automatically based on the user's purchase.
Test Sending:
It is essential to perform test shipments to confirm the piece from a new configuration.
Sending Configuration:
Create a new configuration impacting the profile created earlier.
It is necessary to create different virtual profiles based on the period the user made the last purchase and the number of products to show in the newsletter. (We do not recommend showing more than three products).
Explore other examples of Automations on the Icomm platform.
Updated on: 11/29/2023
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