1610 N. Kingshighway St. Suite 202 Cape Girardeau, MO 63701

Using behavioral data to upsell and cross-sell

Contributions

cs
mt

Data-Driven Marketing Automation

An upsell and cross-sell program for Vast Broadband to increase product education, drive revenue and deepen relationships.

Situation

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.

Computer and phone with Vast website

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.

Computer and phone with Vast website

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.

Results

50%

Higher Email Open Rates*

.

187%

ROI in the First Year

Monthly Reporting; Using our data analysis chops, we generate monthly reports showing incremental revenue yields. The reports also help inform pivots in messaging.

Woman cheering

Monthly Reporting; Using our data analysis chops, we generate monthly reports showing incremental revenue yields. The reports also help inform messaging pivots.

A new look in sliced bread

We helped Lewis Bakeries develop a new way to share the classic bread loaf with their customers.

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