Using behavioral data to upsell and cross-sell
Data-Driven Marketing Automation
An upsell and cross-sell program for Vast Broadband to increase product education, drive revenue and deepen relationships.
Vast had deep amounts of customer data that wasn't being used to develop insights into marketing efforts, boosting sales and making relationships stickier. Therefore, their cross-selling and upselling efforts were limited.
Strategy and Solution
Using data analysis from customer usage, Red Letter developed persona-based journeys to target prospects at the right time with the right message. Each journey includes a series of emails triggered by the behavior of the recipient. Our test and learn strategy allows us to optimize efforts for continuous improvement.
Robust testing along every step
Using an open/no open and action/no action approach, every step of the upsell journey is designed for testing and improvement -- from content to subject lines.
Defining cross-sell journeys
Working with the client, Red Letter defined cross-sell and upsell journeys to create awareness and drive additional sales.
Encouraging internet speed upgrades
The growth of connected devices makes a compelling reminder of why greater internet bandwidth is required.
Driving demand for home entertainment
Testing demonstrated it isn't always about leading with an offer. Sometimes it's leading with an emotional need.
Adopting smart home technology
Research and testing told us the security features of the vast IntelliHome service were some of the strongest selling points for customer adoption.
Upselling greater wi-fi strength
Using a free wi-fi analysis offer is an easy incentive to create awareness and urgency for the Boost wi-fi product from Vast.