yesterday's blog on "re-engagement", it is also possible to focus your content
based on a particular step in a sales lifecycle. This allows you the
opportunity to both build anticipation and possibly cross-sell or up-sell other
related services. This is done in a series of time-based automatic emails, and
is a frequent tactic employed as part of an on-boarding or cross-sell
example from airline "Aer Lingus" is a clear cross-sell automated message that
is sent at a certain point after you have booked, but before your departure
The key takeaway here is that a good on-boarding process, or
cross-sell proposition, benefits from automation only when you have a clear insight into when in the sales lifecycle
you should communicate your message.
In the final part we will look at 3 further areas to focus on when
generating content for automated campaigns.
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