April 29, 2024

How do I create an automated sequence for upselling to existing customers in Hubspot?

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Step 1: Define Your Upsell Goal

  • Determine the specific product or service you're aiming to upsell.
  • Set a target number or percentage of current customers you aim to reach with this offer.

Step 2: Identify the Segment of Existing Customers

  • Go to HubSpot's Contacts.
  • Segment customers based on their purchase history or interaction with your business.
  • Save this segment for your upsell campaign.

Step 3: Create Personalized Content

  • Draft content that acknowledges their current or past purchase.
  • Highlight the benefits of the upsell product or service, demonstrating its value over what they currently have.

Step 4: Design Your Email Template

  • Go to Marketing > Email.
  • Choose a template that aligns with your brand and campaign theme.
  • Customize the template with your content, images, and any other relevant media.

Step 5: Set Up the Automated Sequence

  • Go to Automation > Workflows.
  • Click on "Create workflow."
  • Select "Start from scratch."
  • Choose the trigger for your workflow. A common trigger might be "Contact has made a purchase" or "Contact has opened a previous email."
  • Add an action to "Send an email" and select the upsell email template you designed.
  • Set delays or conditions based on interactions (e.g., if they open the email but don't purchase, send a follow-up in three days).

Step 6: Add More Steps Based on User Interaction

  • Consider multiple touchpoints: if the customer doesn't engage with the first email, plan follow-ups.
  • Integrate feedback loops, like surveys, to understand resistance points.

Step 7: Offer Special Incentives

  • Integrate limited-time discounts or bonuses to encourage uptake.
  • Use dynamic content to personalize the incentive based on the customer's purchase history.

Step 8: Test Your Sequence

  • Send test emails to ensure all links, images, and CTAs work correctly.
  • Run the sequence with a smaller segment first to collect initial feedback and make necessary adjustments.

Step 9: Monitor and Adjust

  • Once the sequence is live, continually monitor its performance.
  • Track metrics like open rates, click-through rates, conversion rates, and upsell uptake.
  • Adjust email content, design, or sequence flow based on these metrics to optimize results.

Step 10: Iterate and Expand

  • After the campaign, review the overall performance.
  • Use insights gathered to refine your strategy for future upsell campaigns.
  • Consider segmenting further to offer more personalized upsells to different customer groups.