Let's say somebody purchased a new mobile phone from your site. There is a high chance that this customer will also need a case to protect his phone from damage. We may even use the analytic power to find out what type of protective case-specific phone owners prefer.

Later your previous customers may be segmented based on their purchase behavior and help you predict your future customers' shopping decisions.

Contents

Before you start
Setup process
Content of the message
Reports

Before you start

  • Automation workflows can be used on all the Omnisend plans. Find more information on Omnisend pricing.

  • Except for the Analyst, all of the user roles can access automation workflow settings.

  • The automation can be triggered for subscribed and non-subscribed customers. See what workflows can be triggered for different customers' statuses.

Setup process

To create the Cross-sell workflow, proceed to the Automations tab -> click on the Create workflow button and pick one of the suggestions for the Cross-sell automation.

Automation trigger settings

Cross-sell automation doesn't automatically add recommended products to the content of the email message. However, the automation trigger provides you with many options to specifically target your emails. You may trigger the automation based on the product, the tag assigned to it, or the collection to which the product belongs.

If your customer has purchased a product belonging to a specific collection, it might be a great idea to offer a few more products from the same collection. You may also add a Product Recommender content block; even though it won't tailor the products, it will show your best sellers or newest additions.

Note, if you want to use specific characteristics of the order, in the trigger rule or event-based split, make sure it possesses these properties when the automation workflow is triggered.

Automation trigger settings

Audience filter/Conditional filter

You may also target your automation based on your customers' Profile data (Country, Gender, Tag, etc.) and their belonging to a specific Segment. If you want to use the Segment based on the purchase behavior, you should remember that it adds a little overhead to the system and may prevent your automation from being triggered.

Learn more about segment-based Audience filters.
Learn more about segment-based Split Conditions.

If you create a workflow targeted at a specific category, adjust your standard flow so those clients would not receive two messages in the same order.

Exit conditions

Cross-sell email doesn't have the default exit condition, meaning that the customer exit the flow after getting all messages. However, you may add up to 5 different Exit conditions to cancel the flow at certain conditions. For example, you may cancel the sequence when a specific product is purchased.

Frequency

If you choose not to trigger the workflow for contacts already in this automation, the same customer won't be able to trigger this sequence within a specific time. Since the Order Cancellation email should be sent for every cancellation, we do not recommend enabling this option.

Content of the message

You may add different messages to the automation workflow, including Email, SMS, and Browser Push Notification. In the Email message content, we suggest adding the products that, to your mind, would be interesting to the client or complementary.

Classic email builder preview:

New email builder preview:

A good decision is to add images of your customer's products. For this, add order-related blocks to your email.

Classic email builder preview:

New email builder preview:

Ordered products block will automatically sync the products your customer ordered into email content.

How to Create Post-Purchase Emails that Renew the Customer Journey

Reports

Cross-Sell reports are available at the Reports tab like all other automated features. It contains the standard list of reports: number of emails sent, open rate, click rate, sales generated, and removed. Activity feed with detailed information is available as well.

Have more questions? Feel free to contact us at [email protected].

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