Sell After the Sale
Use this to your advantage after the sale in conjunction with event-based marketing. Systematically feed your customers a stream of valuable content that supports their previous purchases and entices them to make more. For instance, let's assume you are selling cosmetics. You want a campaign that will encourage lower-value customers to increase the size and frequency of their orders.
Here is a possible sequence of events:
1. Someone makes a purchase of two items for a total sale of less than $20.
2. Your system immediately triggers an e-mail to the customer with tips on getting the most out of your products, along with a list of links to beauty tips on your site.
3. Three weeks after the sale, your system e-mails a survey that asks what the customer's primary beauty concerns are. She indicates a problem with dry skin.
4. Your customer has responded to either or both of the previous e-mails, triggering an e-mail a month later with a new article about diet and how it can affect different skin types.
5. She buys two more products through links in your e-mails. Your system responds 45 days after the latest transaction with a discounted offer for your "spa-in-a-box" collection. She buys it.
6. Ninety days after the purchase, your system begins sending announcements for replacements of the individual items in the spa-in-a-box, as well as monthly beauty and health tips, along with links to content.
Source Codes and Value
The possibilities for event-based marketing are unlimited. Decide where you want to focus your efforts and organize your responses into campaigns that help you meet your goals.
Source codes are a key element of event-based marketing. All your offers should include source codes so you can track their success and identify which customers respond to your offers.