3 Steps to Success: Direct Response Marketing and the Up-Sell

There’s more than one way to motivate your existing customers to buy more or spend more, either at the point of purchase or after the sale. Usually, sales and marketing folks employ the cross-sell or the up-sell; those with the greatest success know when, how, and with whom to use each technique.

Cross-sell vs. Up-sell
Straightaway, let’s get our terms straight. Cross-sell and up-sell aren’t the same thing, as we explain in our simple example from The Art and Science of the Direct Response Marketing Cross-Sell: Instead of suggesting to a fast food customer that fries would go excellently with their cheeseburger (a cross-sell), you entice them with an upgrade to a double cheeseburger (up-sell).

Put another way, a cross-sell encourages existing customers to purchase a complementary or related product or service, while an upsell promotes the purchase of a higher-end offering (i.e. a more expensive model or one with more “bells and whistles”).Read more


Read This Now! Best Practices for Promoting Time-Sensitive Offers

Act fast! Don’t delay! Time is running out! Reply Today! Ok, ok, we’re not going to pull this article offline in a few minutes—but if we were, we’d have to think critically about how to encourage our audience to read this right away. Fortunately, the insights we’re sharing here have “stood the test of time” and you won’t miss out on anything if you come back later to finish reading this. But since you’ve already started…Read more


Tips to Optimize Your Offer’s Thank-You Page

When your offer’s thank-you page greets the smiling face of a prospect or customer, that’s when the magic happens: the fulfillment of a conversion! But the thank you page is more than a destination—and the fun doesn’t have to end here. Aside from simply confirming a purchase or delivering content, the thank-you page can take prospects to the next stage in the customer journey and nurture them through the sales funnel.

After all, your prospect has made the effort to fill out your form—and has found your offer valuable enough to give you their contact information—so why not pack your thank-you with some punch? Here, we’ll share our tips for optimizing the thank-you page for ongoing engagement.Read more


You’ll Love These 4 Ways to Use Emotional Marketing to Boost Response

Which do you prefer? Option #1: “You may find this blog post interesting,” or option #2: “This delicious narrative is going to feed your desire for compelling thought leadership in the area of emotional marketing.”

We assume you find option #2 more, shall we say, provocative? It’s a little grandiose for a blog post, we agree, but it gets our point across: lifting a best practice from the emotional marketing playbook can change everything.

There’s a lot of science behind the study of emotive marketing—and some marketers specialize in its application for brand strategy, “scare-vertising,” or to encourage the viral distribution of social content.

All great uses.

But in this discussion, we’re going to start with a more conceptual wide lens and focus in on some proven tactics that canRead more


Measuring the Success of an Omnichannel Direct Response Marketing Campaign

It's time to look back at our top blog posts of the year!
Below is number 2.

 

Today’s multi-channel—and omnichannel—direct response marketing campaigns pack some serious punch. Reaching customers from every angle and providing multiple ways to reply, respond and convert, they also strive to deliver a seamless experience across every touch point. That’s a whole lot of moving parts!

If this sounds like the beginning of a “How will I measure this?” nightmare, pinch yourself gently and read on…we’ll break this down for you.Read more