eCommerce Townhall Ep4: How to Evaluate the Health of Your Email Channel and Provide Tactical Ways to Improve with Greg Zakowicz of Omnisend

0:02 – another episode of e-commerce town hall
0:04 – and today i’ve got Greg Zakowicz on from
0:07 – Omnisend
0:08 – Greg has an insane amount of experience
0:11 – with email he’s been
0:12 – involved in email marketing for over 15
0:14 – years
0:15 – so he remembers the days that some of
0:17 – you will remember where you had to work
0:18 – with the IT team to get a list of people
0:21 – that
0:21 – bought your product for example seems
0:23 – crazy now but um you know that’s that’s
0:24 – where the industry started
0:26 – and he’s been able to see the evolution
0:27 – of the industry over time so he’s got
0:29 – you know really
0:30 – interesting perspective at Omnisend now
0:32 – what they’re really focused on with Greg
0:34 – and the team
0:34 – is making it easy to drive results with
0:38 – email so not having
0:39 – so much additional workload that comes
0:41 – from building email as a channel
0:43 – so part of that focus includes having
0:45 – pre-built automations rather than having
0:47 – to rebuild
0:48 – from scratch or build from scratch on
0:50 – every automation
0:51 – they have sms integrated directly within
0:54 – the platform in a really effective way
0:55 – so you can have email
0:56 – and sms in the same automations and a
0:59 – whole bunch of other things
1:01 – what we’re going to dig into today is
1:03 – Greg and Greg’s insights
1:04 – from analyzing literally billions with a
1:07 – b billions of emails
1:09 – and over 30 million sms is from the
1:11 – Omnisend system to really understand
1:13 – what is it that brands that uh drive big
1:16 – results with email do differently right
1:18 – so that’s going to drive a lot of
1:19 – insights
1:20 – for you i think you’re going to see what
1:22 – automations are most impactful and kind
1:24 – of a prioritized list of which ones
1:26 – drive the best results also how to find
1:28 – the balance between you know building
1:29 – these
1:30 – automations making them really robust
1:31 – while still getting the results out
1:33 – there and being able to drive revenue
1:35 – and then we also go into a really simple
1:38 – super simple but effective way
1:40 – to basically segment communication
1:42 – within the automations
1:43 – that will drive a lot more results so
1:46 – what i would say is if you haven’t done
1:47 – a deep dive audit on your email uh
1:50 – channel in quite a while uh then i think
1:52 – you’re gonna get a lot of ideas from
1:53 – today’s episode so
1:54 – stay tuned dig in and be sure to
1:56 – implement uh what you learn
1:58 – in today’s episode we’ll see you in
1:59 – there welcome to e-commerce town hall
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2:36 – now let’s dive into today’s episode
2:38 – hey guys welcome back to the e-commerce
2:40 – town hall podcast super excited to dig
2:43 – in today
2:43 – uh so today we got Greg Zakowicz from
2:46 – Omnisend
2:47 – uh and Omnisend if you guys have heard
2:49 – of them uh
2:50 – help stores really increase sales uh
2:52 – with
2:53 – email sms and automation with a big
2:56 – focus on not creating
2:58 – additional workload so really making the
3:00 – platform easy to use
3:01 – easy to drive results um and that
3:04 – includes things uh
3:05 – like pre-built automations so they have
3:06 – a lot of pre-built automations for
3:08 – you know welcome series abandoned carts
3:10 – transaction emails you’re not starting
3:12 – from scratch and using their system to
3:13 – build everything there’s a lot of
3:14 – pre-built stuff that’s just ready to go
3:16 – and turn key
3:17 – they also enable you to segment really
3:19 – well based on a whole bunch of different
3:20 – factors so you’re saying the right thing
3:22 – to the right people at the right time
3:24 – and a big factor for them too is having
3:26 – email and sms
3:27 – in one tool so you can hit really both
3:29 – of those channels
3:30 – again right time right place right
3:33 – channel all from within um
3:35 – a single platform um so super super
3:38 – excited to
3:39 – have you uh have you on the show here
3:41 – Greg um
3:42 – what we’re gonna go into is really how
3:44 – to evaluate the health of the email
3:46 – channel and tactical ways um to improve
3:48 – uh to improve email as a channel
3:50 – and Greg’s seeing the inner workings of
3:52 – a ton of different accounts um and so
3:54 – he’s really gonna like pull back the
3:55 – curtain and show you like here’s
3:57 – what we’ve seen by seeing hundreds if
3:59 – not thousands of accounts you know
4:01 – mashed up together to understand
4:03 – what works and what doesn’t so for the
4:05 – listeners you can definitely use um the
4:07 – takeaways from today
4:08 – to really improve uh email as a channel
4:10 – for you so
4:11 – uh before we dive into it Greg take us
4:13 – through um your background i know you
4:15 – have a ton of background in MarTech
4:16 – ton of background in email kind of
4:18 – paint us a picture of like where does
4:20 – this experience that you’re gonna drop
4:21 – today come from
4:22 – yeah well we’ll start with college
4:24 – because i went to college for radio
4:25 – broadcasting so it’s uh
4:27 – it’s right on power uh also apologize i
4:30 – talk with my hands and i’ve got a green
4:31 – screen in the background because i’m in
4:32 – the middle of painting and moving and
4:34 – things like that so my walls are kind of
4:35 – beat up right now
4:37 – uh so it might not look like it john but
4:40 – i’ve been doing email
4:41 – for 15 16 years now it’s kind of nuts if
4:45 – you go back
4:45 – and think about it but so i started when
4:48 – i pivoted from radio into marketing i
4:50 – went to work for a startup radio
4:51 – promotions company
4:52 – and that’s kind of where i got into the
4:55 – the email marketing
4:56 – side we’re doing in-person list growth
4:58 – and you know emailing afterwards trying
5:00 – to move
5:00 – the needle on e-commerce a little bit
5:02 – which eventually took me into
5:04 – uh a full-scale like digital media
5:07 – publishing company where
5:08 – our sole primary method of of marketing
5:12 – for the division i was in was email
5:14 – marketing that’s all we did
5:15 – so it was still early days right there
5:17 – was cart abandonment but not
5:19 – really you kind of saw it on more b2b
5:21 – side than anything
5:23 – and i was there for uh for multiple
5:26 – years where i just
5:27 – started learning different techniques
5:29 – with subject line and copywriting and
5:30 – then you
5:31 – and segmentation which back then we were
5:33 – doing with uh
5:34 – my sequel right so we had a guy who was
5:37 – like hey these are the segments i want
5:38 – and he’d go through and like create the
5:40 – segments it was crazy
5:41 – and uh you know we did a lot of the bad
5:45 – practices we did a lot of good practice
5:46 – but you learned as he moved through
5:48 – eventually took me to the Martech space
5:50 – with a company called Bronto
5:52 – which was an email provider they were
5:53 – still uh they were established but still
5:56 – a startup environment i think i might
5:58 – have been employed like 54
5:59 – 56 somewhere around there and i was with
6:02 – them for eight years and went through
6:04 – two acquisitions with them and we kind
6:05 – of watched
6:07 – the market evolve into what it is now
6:09 – which is just
6:10 – an insane email digital media digital
6:13 – con
6:13 – you know commerce e-commerce has blown
6:16 – up over the time
6:17 – and when i was with Bronton i was doing
6:18 – client consulting so i was working with
6:20 – clients
6:21 – e-commerce companies around the world
6:23 – most in the u.s but
6:25 – australia i did a lot of australian
6:27 – clients and UK
6:28 – and Canada and i was going through and
6:32 – digging into their email programs and
6:33 – figuring out what we’re going to talk
6:34 – about today are gaps you know how do we
6:36 – identify the gaps they had to drive
6:38 – additional revenue
6:40 – and emerge into sms and things like that
6:42 – to really improve the program so
6:44 – did that for eight years a couple
6:47 – different roles and now i’m with Omnisend
6:48 – i’ve been here for about a year and a
6:50 – half now
6:51 – very similar to what Bronto was back in
6:52 – the day i think i was employed like 52
6:54 – or something so i’m on
6:55 – this 50 mark and it’s a great company
6:59 – i mean the tools and what we have from a
7:01 – platform standpoint are absolutely
7:03 – phenomenal
7:04 – you went through some of that before but
7:06 – i think the
7:07 – really cool thing which you didn’t have
7:09 – eight years ago was
7:12 – you know i’ll talk about resources today
7:13 – but we have
7:15 – you know if you talk about any brand
7:16 – even some of the large brands there’s
7:17 – one or two people on an email team
7:19 – they’re doing other things other than
7:21 – email
7:21 – and we’re really you have this balance
7:24 – of
7:24 – time versus what can i do right with a
7:27 – limited time
7:28 – the tools now like you can just do stuff
7:31 – right you can automate it you can you
7:33 – can
7:33 – do messaging you can increase revenue
7:35 – even though you have one or two people
7:36 – on your email team and that’s really
7:38 – i think where you were 10 years ago you
7:39 – didn’t have that type of stuff the the
7:41 – platforms that allowed you to do those
7:42 – and now we do and
7:44 – that’s that’s the cool part because we
7:45 – can identify gaps and we can move
7:47 – quickly
7:48 – on filling those gaps and starting to
7:50 – increase revenue from there
7:51 – that’s a really long answer for you john
7:53 – no it’s good honestly like
7:55 – i think it’s so cool to be able to see
7:58 – the the evolution of the entire industry
8:00 – because like
8:01 – it enables you to uh appreciate the
8:04 – tools that you have right there’s always
8:05 – room to improve the tools that that are
8:08 – are current right but you remember what
8:10 – it was like to not even be able to do
8:11 – the query yourself right you got to work
8:12 – with the sql guy to do the queries and
8:14 – you know get get something back and then
8:16 – send it you know and now it’s like you
8:17 – could probably do that in
8:19 – six minutes four to six minutes probably
8:21 – in Omnisend or any system
8:23 – i mean 20 seconds for some of these
8:25 – things right
8:26 – it’s nothing you have to wait 48 hours
8:28 – for a segment i could do it in 20
8:29 – seconds though it’s unbelievable
8:31 – but it gives you a nice perspective
8:34 – absolutely like see
8:35 – seeing uh seeing that evolution i think
8:37 – is uh is key
8:39 – um as we get into it uh let’s kind of
8:41 – fast forward to where some of the data
8:43 – you’re gonna talk about uh today comes
8:45 – from because you have that perspective
8:46 – of
8:47 – you know the whole industry right um but
8:50 – for the gaps you’re gonna talk about the
8:51 – insights that you’re seeing with email
8:53 – um where do those come from on the
8:54 – Omnisend side um like walk me through
8:57 – i know where it is but walk the audience
8:58 – through um you know where it comes from
9:00 – sure so last year we put out these
9:02 – quarterly reports on email
9:05 – metrics uh benchmarks right and we were
9:07 – doing we we did more than quarterly but
9:10 – we started doing quarterly reports where
9:11 – we’re taking the data out of the Omnisend
9:13 – platform so we are looking at
9:14 – uh promotional email sends so those are
9:16 – the ones that you schedule on a daily
9:18 – basis
9:19 – automated sends and the type of
9:20 – automation sms web push notifications
9:23 – and we were pulling that out on a daily
9:25 – basis
9:26 – and we we put together not only
9:27 – quarterly reports we did some holiday
9:29 – ones we did a year end
9:30 – one which obviously encapsulated the
9:33 – whole year
9:34 – but we were looking at 2020 we also
9:35 – looked at 2019 we have some 2018 data
9:38 – for the holiday stuff as well
9:39 – uh and then we did a couple of one-off
9:41 – ones we we looked at when i joined the
9:43 – company
9:44 – i was in Lithuania which is where
9:45 – they’re headquartered when covid kind of
9:47 – blew up and i got home a couple days
9:49 – later they shut down the borders
9:51 – and you know so was obviously we’ll
9:54 – talk about it today a little bit because
9:55 – it’s certainly still impactful but
9:58 – you know how the question became in one
10:00 – how do we get these metrics out of these
10:01 – reports and then two
10:03 – what impact did really covet have on
10:05 – these opt-in channels like email sms we
10:07 – wanted to see
10:08 – what we classified as quote-unquote
10:10 – pre-covet and then quote-unquote
10:11 – post-covert which is really when
10:13 – uh stay-at-home orders you know started
10:16 – being issued
10:17 – around the u.s and so we were looking at
10:20 – over 31 billion emails sent we or i’m
10:22 – sorry um
10:24 – uh 31 million sms and web push messages
10:27 – sent and then uh i forgot the exact
10:31 – number of billions of emails we looked
10:33 – at too i could think that up here in a
10:34 – second but
10:35 – uh i should probably know that right off
10:36 – hand so if it’s billions
10:38 – we’ll just say billions yeah billions
10:40 – there you go so we’re in good shape
10:42 – there i had a number memorized
10:43 – before so we were putting out these
10:45 – reports the year-end report really is
10:47 – what we’re looking at so we can see over
10:48 – billions of emails which ones are
10:50 – performing
10:50 – open rates click rates conversion rates
10:52 – uh we can look over or period over time
10:55 – reports are on omnisun.com under the
10:57 – resources section none of them are gated
10:59 – so you can just go there
11:01 – poke around as you wish check out what
11:03 – what is interesting to you or not
11:05 – uh without having to give us any
11:06 – information that’s the beauty of it
11:07 – right we just want to make it publicly
11:09 – accessible so that’s where the data is
11:10 – going to come from
11:12 – awesome awesome so uh we’ll put that in
11:14 – the show notes also guys so that we can
11:15 – uh we can dig into that after
11:17 – um but walk me through um like the gaps
11:21 – that you were seeing the differences
11:22 – between stores that seem to be doing
11:24 – things well uh from a metrics
11:25 – perspective and you know not doing
11:27 – things well
11:28 – kind of um you know just walk us through
11:30 – what the insights were after
11:31 – seeing all of that data and um kind of
11:35 – paint a picture for listeners of
11:37 – how they can apply some of those
11:38 – insights to their store how they can
11:40 – analyze their store using some of the
11:42 – the insights from the data that you’re
11:43 – going to talk through today
11:45 – yeah and i think the biggest thing is
11:48 – right we have a mantra
11:49 – at omni set of increasing sales without
11:51 – the workload and i talked about it a
11:52 – little bit before
11:53 – kind of tease that that we just know
11:55 – people are strapped for resources
11:56 – they’re strapped for time they
11:57 – they can only do so much i think the
11:59 – thing we pull out of this
12:01 – stats report that kind of jumps at you
12:03 – is automation is the key and this has
12:05 – really always been the case but
12:06 – automation is the key to increasing
12:08 – those sales
12:09 – theoretically without the workload right
12:10 – because they’re running in the
12:11 – background they’re increasing you
12:12 – they’re driving sales while you’re
12:13 – asleep
12:15 – what the difference we’re finding is the
12:16 – brands who are consistently
12:18 – increasing the revenue from the email
12:20 – and sms channel are the ones that have
12:22 – more automations in place
12:24 – so if we look at the entire 2020
12:28 – we had 29 percent of all email sends or
12:30 – um
12:31 – 29 of all uh email orders
12:34 – in 2020 came off of automated messages
12:37 – it accounted for less than two percent
12:38 – of email sends i think it was 1.8
12:40 – percent
12:40 – so around it so if you think about it
12:43 – theoretically
12:44 – not the case but theoretically you can
12:45 – never schedule an email for the entire
12:47 – year and you’ll still maintain 29 of
12:49 – your revenue a day if you think about
12:51 – that from
12:52 – uh sole practitioners who are doing
12:54 – email
12:55 – all right some of these are big brands
12:56 – but they’re doing them one message at a
12:59 – time
12:59 – starts to fill a small gap but it
13:01 – increases the revenue which provides you
13:03 – a little flexibility to spend more time
13:05 – on filling the next gap or
13:07 – optimizing what you had or adding to
13:09 – what you had
13:10 – at the end of the day is the automation
13:12 – is what the successful brands are using
13:14 – that the ones who are struggling
13:16 – they’re playing catch-up or they’re
13:17 – struggling to get started or recognize
13:19 – the value of email
13:20 – and sms they’re just doing scheduled
13:22 – sends and they’re not relying on the
13:24 – automation and if you want to boil it
13:25 – down to
13:26 – simplistic matter you need to automate
13:28 – things now you could automate a million
13:30 – different messages
13:31 – the stats report by looking at that i
13:33 – think will help you determine
13:35 – where do we start right low hanging
13:37 – fruit that’s going to give us the best
13:38 – bang for the buck
13:39 – and then we start implementing those so
13:41 – it’s almost like a checklist if you will
13:42 – look at the metrics and say okay where
13:44 – do we start
13:45 – high priority low priority let’s start
13:46 – knocking them off the list i think if
13:48 – you boil it down
13:49 – automation’s what separates the winners
13:51 – and losers yeah
13:52 – and what what are the automations that
13:54 – seem to drive the most
13:56 – you know like i’m assuming abandoned
13:57 – carts taught like high maybe top of the
13:59 – list but like
14:00 – if if there’s a list of okay assume we
14:02 – have nothing
14:03 – and you guys have all this pre-built
14:05 – stuff anyway right for like a new omni
14:06 – send user that’s saying okay i just want
14:08 – to maximize this as quickly as possible
14:10 – what’s the laundry list as far as
14:11 – prioritized order of which automations
14:13 – to get in place uh as
14:16 – uh out of the gate so i’ll give you four
14:18 – to start with and i think these are the
14:20 – kind of the baselines i think these are
14:21 – the four that every
14:23 – e-commerce brand should have it’s the
14:25 – bare minimum right it’s the new best
14:27 – practice then it can optimize them from
14:28 – there
14:28 – so welcome message no-brainer this has
14:31 – really always been the case but i think
14:33 – the
14:33 – the purpose of a welcome message has
14:35 – changed over the years we talked about
14:36 – like kind of seeing the evolution of the
14:38 – industry it used to be about one thing
14:40 – now it’s about
14:41 – feeding customer intent and driving
14:43 – toward that point of purchase
14:45 – we can get into that a little bit later
14:46 – but welcome message i think last year if
14:48 – my memory served me correctly conversion
14:50 – rate across
14:51 – welcome messages was 52 which is just
14:53 – ridiculously high but this
14:55 – talks to the customer intent standpoint
14:57 – so much so welcome message you mentioned
14:59 – cart abandonment
15:00 – absolutely absolutely uh browse
15:04 – or product abandonment right the same
15:05 – thing just different strategies behind
15:07 – it but that is you think about window
15:08 – shoppers right
15:09 – they don’t cart a product but they’re
15:10 – checking something very specific
15:12 – we can then set an automation there and
15:14 – i’ll talk about why i think that is a
15:16 – bare minimum now for companies
15:18 – and the fourth is post purchase and we
15:21 – could debate the fourth one a little bit
15:23 – right if you look at the stats report
15:25 – one of the things you’ll see is
15:27 – the metrics between post purchase and
15:28 – lapse purchase messaging
15:30 – they’re very comparable and i think the
15:32 – lapse purchase might have slightly
15:33 – higher conversion rates so the question
15:35 – then is well why would you go post
15:37 – purchase
15:38 – i used to battle with clients about this
15:40 – all the time we debate this and i
15:42 – i’m like no do the post purchase first
15:43 – right so uh
15:45 – you know i would tell them post purchase
15:47 – are your recent customers those are the
15:48 – ones you need to nurture the drive when
15:50 – you’re targeting laps purchasers it’s a
15:52 – great tactic to do
15:53 – great automation have but you’re waiting
15:54 – until they lapse before you target them
15:57 – because they’ll go what they already
15:58 – purchased from me well i’m not going to
16:00 – sell your post purchase but it’s your
16:01 – chance to
16:02 – prevent the laps and that’s why i always
16:03 – say post purchase first
16:05 – it’s the nurturing ability you try to
16:07 – drive into a second purchase
16:08 – third and so on so welcome cart
16:11 – browse post purchase would be my four
16:15 – awesome awesome and uh we’ll try to put
16:17 – in the show notes too
16:18 – um you know resources uh you know how to
16:21 – best structure
16:22 – some of those um uh but but question
16:25 – and this might be like the next gap that
16:27 – you see or maybe it’s related to some of
16:28 – these but
16:29 – um you know what i’m hearing from you on
16:31 – this part is automations are super super
16:33 – important the stat you mentioned was 29
16:35 – uh of email orders came from those
16:38 – messages even though it’s like two
16:39 – percent of send
16:40 – so like that’s like the definition of
16:42 – not increasing workload right it’s
16:43 – automated
16:45 – but it guides all the results um but but
16:47 – what uh
16:48 – is there any big gaps within those
16:50 – automations that you see
16:52 – or you know what are some of the
16:53 – additional gaps that you noticed um
16:55 – that uh that stores that we’re doing
16:57 – well seem to
16:58 – attack well like what are the other
17:00 – things that listeners should be focused
17:01 – on other than you know making sure that
17:02 – they have these automations dialed in
17:04 – well i think a couple of similarities
17:06 – and
17:07 – so shameless plug but not a shameless
17:09 – plug is just more of a
17:11 – a proof point so i host the card
17:13 – insiders podcast at omni sense so this
17:15 – past season was
17:16 – interviewing customers of ours on
17:18 – specific automation so we had a customer
17:20 – talk
17:21 – about their cart abandonment strategy
17:22 – and they broke down exactly what they do
17:24 – how many messages
17:25 – whether they use incentives so some of
17:27 – this context that i’m going to talk
17:29 – about
17:29 – is based on on these customers here but
17:33 – i think the similarities that we find
17:35 – for customers who are
17:37 – doing these things well so yeah i’m
17:40 – getting more out of my cart abandonment
17:41 – let’s say
17:42 – xyz brand over here is that
17:45 – they’re implementing one at a time and
17:47 – then they’re implementing multiple of
17:49 – them so if you think about yeah let’s
17:50 – get one cart abandonment out
17:52 – let it run let’s do its job while we
17:54 – work on a second carter band the minute
17:55 – and third cart abandon the same thing
17:56 – with any little series
17:58 – and they’re letting the revenue come in
18:00 – the background and they’re implementing
18:02 – one at a time i think that’s where
18:03 – one of those gaps are because a lot of
18:04 – times you go check the box so you say
18:06 – okay
18:07 – Greg said i need a welcome message all
18:09 – right let me put a welcome message out
18:10 – there
18:11 – check and let’s move on to the cart
18:13 – instead of saying okay well
18:15 – we need to feed the welcome a little bit
18:16 – more now so we have the one message
18:18 – which is high intent for the shopper
18:20 – do i convert so well but message two and
18:22 – three if we do those well
18:23 – we’re going to convert the people that
18:25 – maybe missed the first message or didn’t
18:27 – we didn’t convince them enough and the
18:29 – same thing goes for all these other
18:30 – messages where you implement one at a
18:32 – time
18:33 – rather than waiting to all three
18:34 – messages are done and perfectly
18:36 – optimized and exactly how you want them
18:38 – before implementing them because then
18:39 – you’re just waiting and you’re leaving
18:41 – money on the table
18:42 – that’s the one similarity we see one at
18:44 – a time
18:45 – doesn’t need to be perfect as the other
18:46 – one and this is i
18:48 – i mean i struggle this with my own job
18:50 – from time to time as well it’s like i
18:51 – want everything to be great i want
18:52 – everything to be perfect i want this
18:54 – podcast to be as best
18:55 – as it possibly can the truth is i’d
18:57 – rather do a
18:59 – good podcast and a great podcast if i
19:01 – can get five podcasts on the same time
19:02 – right
19:03 – so we struggle with this as marketers i
19:07 – think this is human nature but marketers
19:09 – right i’m one of them i fall into this
19:11 – trap of
19:12 – i need everything to be perfect so it’s
19:13 – got to be optimized perfect i have to
19:15 – write have the right
19:16 – uh splits in the workflows rather than
19:19 – just having a good message out there and
19:20 – i
19:21 – if you can kind of relate it to uh say
19:24 – like a reorder reminder for example
19:26 – exist uh example all right i got a
19:28 – 30-day supply of something
19:30 – a lot of companies will go well i need
19:32 – the header to be perfect and i need
19:33 – the dynamic content to pull perfectly
19:35 – and i need this to be perfect
19:37 – you know the truth is a less than
19:40 – perfect reminder that is
19:41 – providing value and is still helpful for
19:43 – a consumer
19:45 – is better than not sending one right so
19:47 – we can capture sales
19:48 – and i think that’s the one thing that’s
19:49 – really hard for people to say well it
19:51 – reflects on my
19:52 – brand customers will appreciate the
19:54 – value of the message
19:55 – versus the how perfect the message is
19:58 – and i think those are the two things
19:59 – where we find these similarities between
20:01 – again
20:02 – brands that might be doing automation
20:04 – really well and then brands that
20:06 – are maybe struggling with it and it’s
20:08 – not being perfect and one at a time so
20:10 – we have
20:10 – one of our other mantras that Omnisend
20:12 – uh internally is
20:13 – uh progress not perfection right and i
20:16 – think that
20:17 – applies to marketers across the board as
20:19 – well and i think that’s it’s something
20:20 – that
20:21 – brands should should look at and say can
20:23 – i just get it going
20:24 – right and then you can always opt to go
20:25 – back and optimize it
20:27 – so what i’m hearing from that one just
20:28 – to clarify is
20:30 – is what i’m hearing is focus on one
20:32 – automation at a time like
20:33 – do the welcome series and build out the
20:36 – welcome series so it has multiple
20:37 – messages not just one
20:39 – one welcome series message not just one
20:41 – email uh you know cart recovery email
20:43 – but basically like building out the
20:46 – automation
20:46 – doing one at a time focusing on actually
20:48 – getting it right don’t just have it
20:50 – while also balancing like it doesn’t
20:53 – need to be perfect
20:54 – there the the difference between one
20:56 – email and six emails that are super
20:57 – tuned and every subject line is split
20:59 – tested like that’s not necessarily what
21:00 – you’re saying you’re saying make it a
21:01 – good
21:02 – robust welcome series focus just on the
21:04 – welcome series then move on to the next
21:06 – one
21:06 – and and as you’re getting data is that
21:08 – right yeah
21:10 – so this goes into the debate mode right
21:13 – you get one welcome message out there
21:15 – that first one going now you have the
21:16 – option to say
21:17 – okay do i want to finish the series or
21:19 – do i want to get the first cart
21:20 – abandonment out there
21:21 – just so we’re hitting people at
21:23 – different points of their customer
21:24 – journey
21:26 – and then once you get those four key
21:27 – messages of the three if you decide you
21:28 – want to do three
21:29 – you go back and say okay where am i
21:32 – getting the most revenue from because
21:33 – you’re collecting
21:34 – you’re collecting data in the background
21:35 – so we’re saying okay our welcome message
21:37 – is doing well but our cart abandonment’s
21:39 – crushing it like this is where we’re
21:40 – getting revenue from let’s go ahead and
21:41 – get a second message going there
21:43 – so it doesn’t mean you have to do all
21:44 – three consecutively but i think if you
21:47 – hit different stages of that customer
21:49 – journey
21:50 – it gives you the option to collect data
21:52 – drive revenue and then figure out where
21:54 – you want to focus your next attention to
21:55 – now some people say okay i got the first
21:57 – welcome message it’s automated it’s
21:58 – sending
21:59 – let me go ahead and finish it off i
22:00 – don’t think it’s a bad strategy i think
22:02 – it depends on what your other messages
22:03 – are because
22:04 – if you’re focused on the acquisition not
22:07 – bad but
22:08 – i mean cart abandonment right they’re so
22:09 – close to making the purchase you
22:11 – tipping over that line or you know how
22:13 – do we capture a window shop or so this
22:14 – goes into
22:16 – into the debate where i don’t think
22:17 – there’s a right answer or a wrong answer
22:19 – but it kind of depends on what other
22:22 – messages you have in your program
22:24 – myself make sense i’ll give him my per
22:26 – i’ll give you what i would do
22:29 – because why not right uh i would do one
22:31 – message of each series at a time and
22:33 – like i said
22:34 – you go back once you finish say the
22:36 – third or fourth one so hey i got my
22:38 – first post purchase thank you message
22:39 – going out there
22:40 – i’ve got the data and i would then look
22:42 – at it and say okay
22:44 – card chances are card banner is going to
22:45 – convert the best for you even though i
22:47 – said welcome message 52
22:49 – conversion rate i think cards ultimately
22:50 – going to convert better for you over the
22:51 – long run
22:52 – drive the most revenue i would then go
22:54 – do a second cart abandonment and then
22:56 – maybe a second welcome message
22:57 – and that’s how i would approach it got
23:00 – it totally makes sense
23:01 – um what’s uh what’s some additional gaps
23:04 – that stood out maybe something related
23:06 – to like the routine of how they’re
23:07 – running email
23:08 – or maybe like mindset around email uh
23:11 – maybe it’s you know omni channel stuff
23:13 – like uh what what’s some additional gaps
23:15 – that set out
23:16 – so i i think the other two that we
23:18 – really look at here and
23:20 – the one is not this first one’s not in
23:22 – the stats report the second one is but
23:23 – i’ll give you anecdotal stuff and what
23:25 – i’ve seen
23:26 – over time and what i used to do as a
23:28 – consultant as well but
23:30 – i think implementing is one optimizing
23:33 – is the second
23:34 – and that’s really the key we talked
23:36 – about optimizing messages make them look
23:37 – prettier or do whatever i think the
23:39 – other part of optimizing is what you
23:40 – want to do with your workflows
23:42 – so cart abandonment is a really good
23:44 – example of this
23:45 – right say you have a 49 free shipping
23:48 – threshold on your website
23:50 – well an easy split to do on your
23:51 – optimization for your workflow
23:53 – automation is to say okay
23:54 – let’s filter by cart abandonment like
23:56 – cart total all right so
23:58 – we have under 49 dollars is the cart we
24:01:00 – send one message that is maybe
24:03:00 – encouraging them to increase their spend
24:04:00 – so they get free shipping and maybe we
24:06:00 – want to incentivize them maybe we don’t
24:07:00 – but
24:08:00 – your value add and the key focus of that
24:10:00 – message is a lot different
24:12:00 – to than the person who may be abandoning
24:14:00 – a 300 cart they’ve qualified for free
24:16:00 – shipping
24:16:00 – doesn’t really matter to them and i’ve
24:18:00 – gotten emails like this before i was
24:20:00 – like hey free shipping i’m like there’s
24:21:00 – 800
24:22:00 – of my cart it’s a dishwasher right i
24:24:00 – know i qualified for
24:26:00 – so i think this is the other thing where
24:28:00 – if you’re over that free shipping
24:29:00 – threshold you
24:30:00 – like that’s a nice touch add-on it could
24:33:00 – just be in your header or something but
24:35:00 – like what does that person care about at
24:36:00 – that point well it’s probably
24:39:00 – return policies or satisfaction
24:41:00 – guarantees or speed of shipping or
24:43:00 – you know they have different needs and
24:45:00 – different reasons for abandoning so a
24:46:00 – very simple split is if you have a free
24:48:00 – shipping threshold
24:49:00 – split up your baseline cart total you
24:51:00 – know and then
24:52:00 – make your value points a little bit
24:54:00 – different than messaging
24:56:00 – this happens with really any purch any
24:58:00 – uh automation have post purchase cart
25:00:00 – abandonment browse band as well if you
25:01:00 – think about the purchaser itself
25:03:00 – so you can easily put a split in there
25:05:00 – and say all right have they purchased
25:07:00 – before
25:08:00 – yes or no have they purchased one time
25:11:00 – and this is now their second purchase
25:12:00 – which we know
25:13:00 – is where a customer is going to get the
25:15:00 – they start term profitable at that point
25:17:00 – right or more profitable at that point
25:19:00 – or they a loyal customer because that
25:21:00 – might dictate what you want to do from
25:22:00 – an incentive standpoint
25:24:00 – a number messages standpoint and timing
25:26:00 – standpoint a channel standpoint
25:28:00 – so a simple split like that have they
25:31:00 – purchased before
25:32:00 – no let’s get them purchasing one time
25:34:00 – how do we get them to go a second time
25:36:00 – so these are really simple things that
25:37:00 – you can do
25:39:00 – to automate it takes two seconds to put
25:41:00 – a split in a workflow there now you have
25:42:00 – to come up with
25:43:00 – you know a different creative or
25:46:00 – different verbage
25:47:00 – but it’s it’s minuscule to improve the
25:49:00 – experience there
25:51:00 – the other thing is i mentioned channels
25:53:00 – and this is
25:54:00 – in the stats report sms i mean this is a
25:56:00 – huge topic nowadays you know
25:58:00 – sms marketing has been around for years
26:01:00 – we’re at the tipping point now where
26:03:00 – it’s just full scale right it is a
26:05:00 – channel if you’re not doing i keep
26:06:00 – saying if you’re not doing it by this
26:08:00 – time next year
26:09:00 – you’re you’re going to be playing catch
26:10:00 – up it’s going to be too late there’s a
26:12:00 – lot of reasons for that
26:14:00 – so give you a couple stats here just to
26:16:00 – put this in the perspective
26:18:00 – so 2020 we sent nearly 400
26:21:00 – more sms messages than we did the
26:23:00 – previous year and i talked about 31
26:25:00 – million sms messages
26:26:00 – all right conversion rates over that
26:28:00 – time and a lot of times the more you
26:29:00 – send conversion rates kind of come down
26:32:00 – over 100 improvement year over year as
26:33:00 – well so not only are we setting more
26:35:00 – consumer which means consumers are
26:37:00 – adopting it more
26:38:00 – so are brands but they’re converting
26:40:00 – from there
26:41:00 – right so then i look at all right what
26:44:00 – do we do with the purchase experience
26:45:00 – now
26:46:00 – or the customer journey well we can
26:47:00 – implement you mentioned at the intro
26:50:00 – we allow you to Omnisend to put sms
26:53:00 – into the same workflows as
26:55:00 – email so we can we talk about these
26:57:00 – splits you know
26:59:00 – cart abandonment are they an sms
27:01:00 – subscriber yes well maybe we don’t need
27:02:00 – to send them three emails maybe we
27:04:00 – didn’t send them one email and then we
27:05:00 – give them this
27:06:00 – sms message you know reminding them come
27:08:00 – back to the cart or whatever so
27:10:00 – sms is one of these things that you know
27:12:00 – it is just a mainstay
27:13:00 – of marketing now it’s still it’s
27:16:00 – increasingly being used but i still
27:18:00 – think it’s under utilized so there’s a
27:19:00 – lot of opportunity i think for brands
27:20:00 – here to
27:21:00 – jump on and get ahead of their
27:23:00 – competition a little bit right now
27:25:00 – now the other thing john that i look at
27:27:00 – is okay it’s a great channel right
27:29:00 – people are aware of it some people don’t
27:30:00 – like it some
27:32:00 – think their customers won’t like it
27:34:00 – there’s two things i always look at here
27:36:00 – right so holiday season e-commerce
27:38:00 – brands
27:39:00 – holiday season was like push comes to
27:41:00 – shove if something’s not working then
27:44:00 – might be an indication it’s too early
27:46:00 – it’s uh not going to work
27:48:00 – sms blew up during the holidays last
27:50:00 – year so black friday was the number one
27:52:00 – sunday for sms which makes sense it’s
27:54:00 – one of the highest you know second
27:55:00 – highest shopping day
27:56:00 – typically the first or second highest
27:59:00 – email send volume date
28:01:00 – brands are using it to cut through that
28:02:00 – inbox noise right because they know
28:04:00 – everyone’s sending four or five emails a
28:05:00 – day
28:06:00 – uh but from through Omnisend almost
28:09:00 – three percent of all
28:10:00 – set uh email or all orders through
28:13:00 – Omnisend
28:14:00 – last year on uh black friday
28:17:00 – came on from sms messages so if you
28:19:00 – think about it nearly three
28:21:00 – and i would i would tell a you know an
28:23:00 – e-commerce brand like how would you like
28:24:00 – to raise your black friday revenue
28:26:00 – three percent right would you take that
28:28:00 – you know most people take a half a
28:29:00 – percent right but if i go three percent
28:31:00 – great you know i think the number was
28:33:00 – two and a half percent but i’m just
28:34:00 – rounding up here
28:35:00 – so you know it’s being used during the
28:37:00 – holidays and that is proof point to me
28:39:00 – uh number one i think the other thing
28:41:00 – here which is uh
28:43:00 – kind of a lazy anecdote it used to be a
28:45:00 – real anecdote but now it’s kind of a
28:46:00 – lazy anecdote it’s like these
28:47:00 – generational cohorts and like well
28:49:00 – you know it’s only for young people it’s
28:51:00 – for gen z or whatever
28:53:00 – i like to remind people now i’m aging
28:55:00 – myself because i’m a
28:56:00 – gen xer but millennials are now in their
28:59:00 – young 40s
29:00:00 – right so let’s remove that from there
29:04:00 – gen z which is your younger generation
29:06:00 – like they’re graduating from college two
29:07:00 – years ago right they’re like 23 this
29:09:00 – year
29:09:00 – so like to say like the purchasing power
29:11:00 – with them
29:12:00 – is immense but this is now the world you
29:14:00 – go
29:15:00 – gen xers who are me you know young to
29:18:00 – mid 40s
29:19:00 – and above and everyone below i mean
29:22:00 – that’s three
29:22:00 – three quarters of your US demographic
29:24:00 – right there so to say that
29:26:00 – now baby boomers are still texting as
29:28:00 – well i mean no one goes a day without
29:29:00 – checking the sms message so
29:31:00 – uh you know this this narrative of
29:36:00 – you got to be young the text i think is
29:37:00 – out the window but
29:39:00 – like classify young for me it’s you know
29:41:00 – 75
29:42:00 – of the US population here so you know
29:45:00 – that is another thing where it’s another
29:47:00 – one of these proof points that say
29:49:00 – you should probably get on this now i’m
29:52:00 – going to keep talking Jon if i can
29:54:00 – i think the beauty it’s less for you
29:56:00 – right
29:58:00 – uh i think the beauty here is that so
30:02:00 – you can collect sms numbers the same
30:04:00 – time you’re collecting email addresses
30:05:00 – on a pop-up the beauty there is that
30:07:00 – just because you collect it doesn’t mean
30:08:00 – you have to use it right away
30:10:00 – right so you might have a couple brands
30:13:00 – that based on product or demographic or
30:15:00 – whatever the reason is
30:17:00 – maybe it’s not the perfect fit for sms
30:19:00 – and that’s okay
30:20:00 – but if you ask for sms and no one’s
30:22:00 – opting into it
30:23:00 – that is your own specific brand’s proof
30:25:00 – point to say okay maybe our customers
30:27:00 – don’t want that channel
30:28:00 – if they’re opting into it you don’t lose
30:31:00 – anything you got the sms the mobile
30:33:00 – number but it’s your proof point that
30:34:00 – yeah my customers do want it and they do
30:36:00 – want to hear from it
30:38:00 – and i think the value of opt-in channels
30:40:00 – now with what we’re seeing from ios 14
30:42:00 – and ios 15 updates
30:45:00 – uh the 15 is going to be a big one but
30:47:00 – like
30:48:00 – knowing that you have these opt-in
30:49:00 – channels that people are
30:51:00 – wanting and they’re they’re purposely
30:54:00 – choosing to receive messages for
30:55:00 – cannot be understated now it would you
30:57:00 – know come this fall right before holiday
30:58:00 – season when ios
30:59:00 – ios 15 rolls out it’s gonna be a game
31:02:00 – changer right email is going to be
31:04:00 – not turned upside down but it is going
31:05:00 – to be forever shifted
31:07:00 – from what we’re doing now and metrics
31:09:00 – we’re looking at sms
31:10:00 – is one of those fill the gaps there uh
31:13:00 – in relation to ios 15. so that’s
31:15:00 – that’s a big one yeah it’s going to be
31:18:00 – really interesting to see
31:20:00 – see that and i feel like that that trend
31:22:00 – of owning the customer relationship has
31:25:00 – repeated itself in so many channels with
31:27:00 – you know organic search in the early
31:28:00 – days
31:31:00 – then you know with ios 14 and the whole
31:33:00 – ad game like there was a lot of value in
31:35:00 – having you know really built up facebook
31:36:00 – pixel and
31:37:00 – you know having all that data in there
31:38:00 – and then you know now it’s much less
31:40:00 – valuable right
31:41:00 – um and so it’s really important just to
31:43:00 – own those channels
31:44:00 – and uh one thing that stood out to me
31:46:00 – what you just said is
31:47:00 – um and i think i’m i’m paraphrasing a
31:49:00 – bit but collecting the sms
31:52:00 – uh audience now like building up that
31:54:00 – sms audience now even if you don’t have
31:56:00 – some grand plan of like how you’re gonna
31:58:00 – communicate with all of them
31:59:00 – just having that as part of your whole
32:01:00 – cycle with uh with customers is good
32:03:00 – because
32:03:00 – it shows you if they’re interested and
32:06:00 – then you have it as an asset and then
32:07:00 – you can use it and test it and go from
32:09:00 – there
32:10:00 – so it’s important to build that up i
32:12:00 – want to i want to do kind of a quick
32:14:00 – recap in a second but is there
32:15:00 – is there anything else any other big
32:17:00 – insights you think are super important
32:19:00 – for um
32:19:00 – for the listeners as we wrap things up i
32:22:00 – think
32:23:00 – for i briefly mentioned ios 15 here a
32:27:00 – second ago
32:28:00 – so i’m sure if you’re an email marketing
32:31:00 – you’ve heard about it by now
32:33:00 – uh you know we launched a website called
32:35:00 – opensaredead.com but
32:37:00 – really just a high level what this means
32:39:00 – there’s a lot of things with the update
32:40:00 – biggest thing for email marketers
32:42:00 – is that you’re not apple’s not going to
32:44:00 – let you track whether the email is
32:45:00 – opened or not which creates a whole slew
32:47:00 – of
32:47:00 – like you know cascading waterfall effect
32:50:00 – what that ultimately means is that it’s
32:52:00 – not a reliable metric you’re still going
32:54:00 – to see open rates those numbers can be
32:55:00 – skewed
32:56:00 – but what happens with gmail what happens
32:58:00 – with other providers
32:59:00 – a year from now we don’t know but open
33:01:00 – rates are not available
33:02:00 – uh a reliable metric anymore so if you
33:05:00 – think about things like re-mailing or
33:07:00 – booster sends
33:08:00 – whatever term you want to use for them
33:09:00 – so sending something two days after
33:12:00 – the initial send if it didn’t open gone
33:14:00 – any sort of automation you have based on
33:16:00 – whether they open the email
33:17:00 – gone well what does that mean come the
33:20:00 – holiday season when we’re doing things
33:22:00 – like this well
33:23:00 – emails are a common tactic there right
33:25:00 – so this is where sms kind of fits in
33:27:00 – well instead of re-mailing if they’re
33:28:00 – sms subscriber
33:30:00 – right you have the option to then target
33:31:00 – them on a different channel and make it
33:33:00 – new whatever
33:34:00 – so i mean there’s a lot of ramifications
33:35:00 – there but i think that’s the big one
33:37:00 – where
33:38:00 – email marketers should start preparing
33:39:00 – for that reality now because we’re going
33:41:00 – to have to start basing things on clicks
33:43:00 – or conversions like there’s different
33:45:00 – metrics
33:46:00 – pretty much killing the open rate right
33:47:00 – which yep i’ve always rallied against
33:50:00 – the open rate when i came to clients of
33:51:00 – mine so
33:52:00 – i mean it’s a health thing from a
33:53:00 – deliverability standpoint
33:55:00 – we don’t know what’s going to happen
33:56:00 – with that yet but
33:58:00 – uh i’m kind of glad open rates are kind
34:00:00 – of going ways like this gold star metric
34:02:00 – but it’s going to change how a lot of
34:03:00 – marketers think and especially new
34:04:00 – marketers coming in
34:06:00 – that is a little problematic for them so
34:08:00 – outside of the ios 15
34:10:00 – you know owning that data and having
34:12:00 – that first party data
34:13:00 – is crucial if your provider Omnisend
34:16:00 – does so it’s
34:17:00 – somewhat a shameless plug but right
34:19:00 – tracking email activity we’re tracking
34:21:00 – clicks activity things like this
34:23:00 – sms activity having the ability to do
34:26:00 – uh google ad re-sync or facebook ad
34:28:00 – recent from the same platform you’re
34:30:00 – collecting that first party data from
34:32:00 – which is why these opt-in channels are
34:33:00 – so important now
34:35:00 – you can you don’t have to rely on you
34:37:00 – know some other
34:38:00 – method of getting facebook data now that
34:40:00 – apple kind of shut that out or gave the
34:42:00 – opportunity for consumers to shut that
34:43:00 – off which most are opting into
34:45:00 – so if you could put all this stuff into
34:47:00 – one platform and then be able to spit
34:48:00 – that out and use it
34:50:00 – strategically it’s huge for marketers
34:52:00 – Omnisend does that
34:53:00 – by the way but um whether you’re with
34:56:00 – Omnisend or not
34:56:00 – look for things that like that that you
34:59:00 – can use multiple
35:00:00 – uh touch points with that opt-in data
35:03:00 – because that’s going to be key for
35:04:00 – marketers i think
35:05:00 – as we move the next year two years three
35:06:00 – years four years
35:08:00 – absolutely yeah it’s amazing to see just
35:10:00 – that trend of where things are at
35:12:00 – um so so for the listener we’re gonna
35:14:00 – have some solid show notes
35:16:00 – um that you can dig into with some of
35:18:00 – these resources but
35:19:00 – um you know the things that stood out to
35:21:00 – me uh from what you mentioned Greg is is
35:23:00 – just automations are
35:24:00 – are super super important for increasing
35:27:00 – sales
35:28:00 – uh we talked about 29 of all email
35:30:00 – revenue uh
35:31:00 – comes from automated sends even though
35:33:00 – they’re less than two percent of sense
35:34:00 – so again like
35:35:00 – classic 80 20 on steroids right we’re
35:37:00 – talking 1982 or something i don’t know i
35:39:00 – don’t know the math you can apply that
35:40:00 – to anything right
35:42:00 – yeah do do automations for sure um
35:45:00 – the other part though that Greg
35:46:00 – mentioned which i think is important as
35:47:00 – as people are kind of uh honing in on
35:49:00 – their
35:49:00 – their action items from this is um don’t
35:52:00 – just check the box and say okay welcome
35:54:00 – email’s done okay abandoned cart email
35:55:00 – is done
35:56:00 – um like really focus on building those
35:58:00 – things out uh being intentional with
36:00:00 – what’s in there track the data on how
36:01:00 – they’re doing
36:02:00 – while also balancing that against the
36:04:00 – whole perfection game of like you know
36:06:00 – get it out there make it good but don’t
36:08:00 – spend a month building out
36:10:00 – a three-part email series right like
36:12:00 – spend spend however much time you need
36:14:00 – to but um
36:14:00 – maybe not more than a week right i don’t
36:16:00 – know exactly how long this stuff should
36:17:00 – take but i wouldn’t spend more than a
36:18:00 – couple days on it max
36:20:00 – uh the other takeaway too i saw is um
36:22:00 – you know segmenting the audience within
36:25:00 – automations and that’s something we we
36:27:00 – get into a lot of client accounts for
36:28:00 – you know different systems they’re using
36:29:00 – including email
36:30:00 – um and uh building out the automations
36:33:00 – is key but also
36:34:00 – segmenting those uh audiences in the
36:37:00 – automations is really important and Greg
36:39:00 – mentioned
36:40:00 – um you know where they’re at with the
36:41:00 – free shipping threshold as an example
36:43:00 – right like have a different offer
36:44:00 – depending on where they’re at
36:46:00 – um are they in the sms channel or not
36:48:00 – right so then you can basically
36:49:00 – um you know change change the medium of
36:51:00 – how you’re communicating
36:53:00 – so that was a good takeaway and then
36:54:00 – last one is sms if you’re not focused on
36:56:00 – at least building an sms list and
36:58:00 – nurturing that to some extent
37:00:00 – um you’ll be behind the behind the
37:02:00 – industry pretty quick on that so
37:04:00 – lots of good takeaways um Greg for
37:06:00 – people that want to continue the
37:07:00 – conversation or dig in uh you mentioned
37:09:00 – a couple of resources
37:10:00 – um during the actual interview um can
37:13:00 – you kind of recap those as a way to
37:14:00 – connect before we wrap up
37:16:00 – sure so oOmnisend website omnisend.com
37:19:00 – pretty simple i mentioned the ios 15
37:22:00 – update so opensaredead.com
37:24:00 – great resource and it’s not only our
37:26:00 – resource but we have uh
37:27:00 – we have industry people competitors we
37:29:00 – have podcast webinars all that stuff in
37:31:00 – there as well
37:32:00 – so check that out uh if you want
37:34:00 – questions for me
37:35:00 – feel free to email me Greg@
37:37:00 – omnisend.com that’s just one g
37:38:00 – so Greg@omnisend.com you can find me on
37:41:00 – LinkedIn twitter wherever you want so
37:43:00 – i think those are the big ones here the
37:44:00 – stats report uh go to the resources
37:46:00 – section and Omnisend you’ll find them
37:48:00 – there
37:48:00 – i got the data today for the first half
37:50:00 – of 2021
37:51:00 – so within a couple weeks or if this is
37:55:00 – after if you’re watching this
37:56:00 – we’ll have a 2021 first half stats
37:58:00 – report out for you as well so you can
38:00:00 – cut to see the shifts and behavior
38:01:00 – changes there so
38:02:00 – beyond that i think people can find me
38:04:00 – yeah or find only 10.
38:06:00 – awesome awesome we’ll throw those in the
38:07:00 – show notes but uh thanks for everyone
38:09:00 – listening i hope that uh that you found
38:11:00 – this helpful and
38:12:00 – uh definitely make an action item list
38:14:00 – of some things to put in place um
38:15:00 – because that’s really what we want to do
38:16:00 – with uh with e-commerce town hall is
38:18:00 – enable you to get actionable takeaways
38:20:00 – that you can apply so i know Greg
38:22:00 – dropped a lot here
38:23:00 – feel free to ask any questions as needed
38:24:00 – and Greg just thanks for your time today
38:26:00 – we really appreciate it
38:27:00 – Jon appreciate you having me man this
38:29:00 – is fun awesome take care
38:32:00 – thanks for tuning in to e-commerce town
38:34:00 – hall for more resources related to
38:36:00 – today’s episode
38:37:00 – visit ecommercetownhall.com and don’t
38:40:00 – forget to check out HelpFlow
38:42:00 – HelpFlow provides 24 7 live chat teams
38:45:00 – to over a hundred e-commerce stores
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39:08:00 – ultimately they’re going to provide an
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39:12:00 – customers
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