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How to create upsell timing campaigns based on customer initial spending

Implement a campaign that uses personalized messaging to drive upsells based on a customer's initial spending to find the best time to offer them higher-tier products or services.

 

 

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Creating personalized upsell timing campaigns enable businesses to boost revenue by getting customers to upgrade to better products or services. By timing the offers based on how and when they spend, businesses can make the offers more relevant and useful. This not only helps increase sales but also improves the customer experience and strengthens their loyalty.

Step 1: Add the required Sources 

In your workspace, add a new prod or dev source for your website and another for your order processing system. This should be your website where checkout events will be tracked and the system that captures completed orders. These sources will be responsible for collecting the required Track Events and sending them to Segment.

  •     Sign Up or Log In to Segment

First, access the Segment platform by signing up or logging into your existing account.

  •     Create a Source for Your Website

A source in Segment acts as the origin of data you collect, such as user interactions on your website. 

  1. In your Segment workspace, navigate to the Sources section.

  2. Click the Add Source button.

  3. From the catalog of sources, select JavaScript (for websites).

  4. Provide a name for your source, e.g., "i.e. Company Website - Dev or Prod".

  5. Optionally, add labels for organization.

  6. Enter your website URL.

  7. Click Create Source button.

  • Install the Segment Snippet

After creating your source, Segment will provide you with a JavaScript snippet.

  1. Copy the JavaScript snippet provided by Segment.

  2. Paste the snippet into the <head> tag of your site to install Segment.

If you need to connect your website, mobile app, or server as a source please refer to our documentation on these touchpoints. 
 

Step 2: Track your events 

In order to build the funnels needed to personalize campaigns, you'll need to track a single event: 'Order Completed' from your website source.

Screenshot showing required event details for order completion including properties and traits to identify.
Setup configuration with event-trigger properties and traits for tracking when a user completes an order.

In this example, we're not only tracking the event 'Order Completed', but also sending additional properties like 'checkout_id', 'order_id', 'total', 'revenue', 'shipping', 'tax', and 'affiliation'. These properties provide important context about the event and can be extremely valuable in your analysis. Learn more about properties.

It should be noted that 'Order Completed' should trigger an Identify call because this event allows you to tie a user to their actions and record traits about them i.e., first_name, last_name, email. This can further be used for personalized messaging in your re-engagement campaign. 

Only Identify calls can add and update user traits to a profile. For connections-only customers, the Identify event can still be mapped to downstream destinations to create/update user profiles.

 

Step 3: Add Destinations

Now, you'll need to decide where you want to send this data—for this use case it could be email, SMS, push notifications, and/or connecting to a paid media destination like Facebook Ads or Google Ads. In your Segment workspace, add a new destination and select your tool of choice from the catalog. This destination will receive the data collected by your source and use it according to your needs. We recommend starting with an analytics tool to see the events flowing and build out the funnels you need to measure.

 

Step 4: Test your setup

Finally, test your setup to ensure data is being collected and sent correctly. You can do this by performing the actions you're tracking on your dev website and checking if the corresponding events appear in your Segment debugger and analytics tool.

 

The Source Debugger is a tool that helps you confirm that API calls made from your website, mobile app, or servers arrive to your Segment Source, so you can troubleshoot your Segment setup even quicker. 

Your data may not show up instantaneously and there may be a delay, but once the data is flowing you are ready to move to the next step. 
 

Step 5: Analyze and activate

Once your setup is looking accurate and data is flowing into your destinations, you can start analyzing it. For instance, you can analyze the data to understand user behavior following their previous purchase. For example, you can identify customers who may be interested in higher-tiered products or services by timing offers based on their spending patterns. This makes the offers more relevant and appealing. Then, create personalized marketing campaigns to encourage these customers to place more orders, thereby increasing their lifetime value.

Below is an example of an upsell campaign to encourage customers to order again and “complete their look” by suggesting some higher-priced items related to their previous purchase. By leveraging the events and properties you’re tracking, you can use a similar approach to craft personalized experiences for customers, targeting them with timely offers based on their last order.

 

Adidas email showing new products including shoes, tracksuit, and tights, encouraging a complete look.
An Adidas email campaign promoting new items such as Aqua Slides, NMD_R1 Toy Story shoes, and tracksuits to complete your look.


Final Thoughts 

Sending upsell campaigns based on a customer's purchase timing can be highly effective when done right. It allows businesses to target customers with offers that align with their buying patterns, increasing the chances of a successful upsell. By carefully analyzing purchase timing and spending behavior, businesses can deliver personalized, relevant offers that resonate with customers’ current needs and interests. This not only boosts your revenue but also enhances the customer experience, making them feel valued and understood.

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