1 00:00:00,120 --> 00:00:02,200 Today on the Winning with Shopify podcast. 2 00:00:02,440 --> 00:00:04,640 I think I've I've lost track of how many times I've been. 3 00:00:04,640 --> 00:00:07,560 On I don't often hear AI and e-mail in the same conversation. 4 00:00:07,560 --> 00:00:11,320 In the AI age, people really still want that human support. 5 00:00:11,320 --> 00:00:13,520 One thing I love though, is you're taking it back to the 6 00:00:13,520 --> 00:00:16,160 basics of marketing. We've seen some people try some 7 00:00:16,200 --> 00:00:20,120 bad decisions and work for once or twice and then they have to 8 00:00:20,120 --> 00:00:21,720 dig themselves out of the spam folder. 9 00:00:21,840 --> 00:00:24,440 My poor wife, every time she's shopping online, I'm saying, oh, 10 00:00:24,440 --> 00:00:26,400 how did you get there? What do you, what do you see on 11 00:00:26,400 --> 00:00:27,920 this page? You know I can't never turn it 12 00:00:27,920 --> 00:00:29,040 off. Yeah, I do the same. 13 00:00:34,560 --> 00:00:36,200 Hello, welcome to another episode, the Winning with 14 00:00:36,200 --> 00:00:38,720 Shopify podcast. Firstly, thanks for your emails. 15 00:00:38,720 --> 00:00:40,960 I do have a horrible cold and it's still got it. 16 00:00:40,960 --> 00:00:43,280 So we had to hear. I'm quite nasally today and be 17 00:00:43,280 --> 00:00:44,880 drinking lots of waters throughout this episode. 18 00:00:45,320 --> 00:00:47,240 But yeah, if you've not seen him before, my name's Nick winning 19 00:00:47,240 --> 00:00:49,000 Shopify podcast. We talk about winning with 20 00:00:49,160 --> 00:00:51,800 Shopify and we talk about a lot of e-commerce matters as well. 21 00:00:51,800 --> 00:00:54,320 A lot of the content we've got applies to all platforms, but 22 00:00:54,640 --> 00:00:56,680 Shopify was the name on it when I started hosting it. 23 00:00:56,680 --> 00:00:58,240 I don't want to change it because he's gonna change your 24 00:00:58,240 --> 00:01:00,480 brand. And my very special guest, who 25 00:01:00,520 --> 00:01:02,240 I'll introduce now, as well as Brian from Saguna. 26 00:01:02,240 --> 00:01:04,920 And Brian, last time you're on, we spoke about someone changing 27 00:01:04,920 --> 00:01:07,160 their brands. So the irony, I just managed to 28 00:01:07,160 --> 00:01:09,760 pick up on that. But Brian, welcome back. 29 00:01:09,760 --> 00:01:11,160 How are you? Yeah. 30 00:01:11,160 --> 00:01:13,400 Thanks so much, Nick. I'm looking forward to it. 31 00:01:13,400 --> 00:01:16,320 It's good to be back. I think I've I've lost track of 32 00:01:16,320 --> 00:01:19,160 how many times I've been on but always look forward to our 33 00:01:19,160 --> 00:01:21,560 conversations and I'm I'm excited about the topic today. 34 00:01:21,840 --> 00:01:23,360 Absolutely. And like I was saying to you 35 00:01:23,360 --> 00:01:26,880 before we hit record, you're, you're our second most frequent 36 00:01:26,880 --> 00:01:28,240 guest we've ever had on the show. 37 00:01:28,240 --> 00:01:31,720 So it's great to have you here. I don't, I don't think you're 38 00:01:32,000 --> 00:01:33,360 you are speaking. I was going to say we need to 39 00:01:33,360 --> 00:01:35,400 shout out the podcast. It's not the webinar. 40 00:01:35,600 --> 00:01:37,240 The webinar is in my notes. So we need to talk about that 41 00:01:37,240 --> 00:01:40,200 today as well, everybody. So on the 26th of February, 42 00:01:40,200 --> 00:01:43,440 which will be a few days after this has gone live, we are 43 00:01:43,440 --> 00:01:45,680 running a webinar. Brian, myself are both going to 44 00:01:45,680 --> 00:01:47,240 be on it. And we're also going to be 45 00:01:47,240 --> 00:01:50,080 joined by tax clouds who are most amazing software, 46 00:01:50,080 --> 00:01:51,520 especially in the US. You're trying to deal with your 47 00:01:51,520 --> 00:01:53,880 tax, tax matters. So definitely click on the link 48 00:01:53,880 --> 00:01:55,280 below. We've been chatting about on our 49 00:01:55,280 --> 00:01:56,480 emails. I think you guys have emailed 50 00:01:56,480 --> 00:01:57,640 out. I think tax cloud emailing about 51 00:01:57,760 --> 00:01:59,200 that as well. Can try and get a good crowd of 52 00:01:59,200 --> 00:02:00,440 people together live on that webinar. 53 00:02:00,480 --> 00:02:03,040 We'll also be available on the podcast and YouTube afterwards 54 00:02:03,040 --> 00:02:06,520 as well. But today, world exclusive, 55 00:02:06,520 --> 00:02:08,680 there's a new thing called AI. I'm joking. 56 00:02:08,680 --> 00:02:10,039 Obviously we all know what AI is. 57 00:02:10,400 --> 00:02:11,680 We're going to talk about e-mail and AI. 58 00:02:11,680 --> 00:02:13,560 But before that, I'm going to give Brian, which I never 59 00:02:13,560 --> 00:02:15,360 normally do this on the show, but I might start every week. 60 00:02:15,360 --> 00:02:17,080 We'll see how this goes, see how Brian responds to this. 61 00:02:17,080 --> 00:02:18,920 I'm going to give Brian some quick fire questions. 62 00:02:18,920 --> 00:02:21,120 So if you've never seen Brian on the show or heard from Brian 63 00:02:21,160 --> 00:02:23,400 from Saguna before, we're going to get to know Brian really 64 00:02:23,400 --> 00:02:25,080 quickly and we're going to get to know Saguna and we're going 65 00:02:25,080 --> 00:02:27,200 to jump into our e-mail and AI say Brian. 66 00:02:27,200 --> 00:02:29,200 First question, nice and easy. What's your favorite chocolate 67 00:02:29,200 --> 00:02:31,520 bar? Oh, favorite chocolate bar. 68 00:02:32,920 --> 00:02:37,600 Oh man, I am a big fan of a salted caramel bar. 69 00:02:37,800 --> 00:02:39,680 So this is a little bit more. We're going to go a little bit 70 00:02:39,680 --> 00:02:42,960 more into like kind of the chocolates, the truffles. 71 00:02:43,480 --> 00:02:46,520 Salted caramel's a strong start. Salted caramel, you know, you 72 00:02:46,520 --> 00:02:49,280 need that sweet and the savoury, the, I think the balance of the 73 00:02:49,280 --> 00:02:52,360 flavours there, absolutely. And you get that salt flavour 74 00:02:52,360 --> 00:02:53,760 slightly after as well, don't you? 75 00:02:53,760 --> 00:02:56,000 It's nice, yeah. That's right, it's the finish, 76 00:02:56,080 --> 00:02:59,240 so. Yeah, nice and right. 77 00:02:59,240 --> 00:03:00,720 You're going to a coffee shop. What are you ordering? 78 00:03:01,800 --> 00:03:05,600 Oh, cortado, absolutely. And not the not the American 79 00:03:05,600 --> 00:03:07,760 cortado. I don't need 16 ounces of milk. 80 00:03:07,760 --> 00:03:10,760 I'm I'm looking for my my nice traditional cortado. 81 00:03:12,120 --> 00:03:14,880 I can't believe I ordered a large latte in Starbucks. 82 00:03:14,880 --> 00:03:16,680 I don't normally drink lattes but I just want to see how big 83 00:03:16,680 --> 00:03:18,520 it was when I was in San Francisco and they literally 84 00:03:18,520 --> 00:03:20,320 gave me a trolley like they were like trying to wear this thing 85 00:03:20,360 --> 00:03:20,800 out. It's. 86 00:03:20,840 --> 00:03:22,440 Roughly the size of your head, right? 87 00:03:22,520 --> 00:03:23,600 Roughly about. The size of your. 88 00:03:23,880 --> 00:03:26,000 Head so. Yeah, nice. 89 00:03:26,000 --> 00:03:27,360 I mean, it's very similar to mine. 90 00:03:27,360 --> 00:03:29,720 I like that a lot. Current favorite song or 91 00:03:29,720 --> 00:03:33,000 playlist you're listening to? Oh man, favorite. 92 00:03:33,920 --> 00:03:38,000 Let's see what is it? 12 to 12 by Somber Song? 93 00:03:38,000 --> 00:03:41,000 I had a buddy who sent me that and it's tough to not just want 94 00:03:41,000 --> 00:03:43,280 to dance and and move a little bit to that one, so. 95 00:03:43,880 --> 00:03:45,920 I like that there's a lot of doom and gloom in the world. 96 00:03:45,920 --> 00:03:47,680 We need something you can move to, something that could beat 97 00:03:47,680 --> 00:03:49,280 the baseline, like. Yeah, definitely. 98 00:03:49,600 --> 00:03:51,720 And final question for me to ask you a couple of questions about 99 00:03:51,720 --> 00:03:53,400 Saguno. What is your secret? 100 00:03:53,400 --> 00:03:55,360 But weird food loves. What's something that makes 101 00:03:55,360 --> 00:03:56,680 people cringe? But you're like, you know what? 102 00:03:56,680 --> 00:04:00,560 This just hits the spot. Oh, geez, I don't know, I think 103 00:04:01,040 --> 00:04:04,040 maybe this is the Americans might not cringe as much, but I 104 00:04:04,040 --> 00:04:07,120 don't know how how other other folks would feel about it. 105 00:04:07,120 --> 00:04:09,600 But here it's again, we're huge hot sauce fans. 106 00:04:09,600 --> 00:04:14,000 So there's a new Taco shop that opened up and they have the 107 00:04:14,200 --> 00:04:18,320 Diablo sauce that I had to get just a pint of that to go. 108 00:04:18,959 --> 00:04:21,240 So I've been putting that a little bit on, on everything on 109 00:04:21,240 --> 00:04:23,960 my fillet, cheese steaks, sandwiches and my eggs and 110 00:04:23,960 --> 00:04:25,720 anything else that I can say, you know what, I can put hot 111 00:04:25,720 --> 00:04:28,560 sauce on this. So I think a lot of people look 112 00:04:28,560 --> 00:04:31,280 at that as overkill, but that's just the right right about to 113 00:04:31,280 --> 00:04:33,040 see. Branded hot sauce and I 114 00:04:33,040 --> 00:04:34,480 honestly, I gave it to my father-in-law. 115 00:04:34,480 --> 00:04:36,120 He loves spice. I cannot handle it. 116 00:04:36,120 --> 00:04:38,960 I, I went to an agency dinner last week and the spice was just 117 00:04:38,960 --> 00:04:41,160 too much for me. But let's find out about Saguno 118 00:04:41,160 --> 00:04:43,520 quickly. But a context as to who who you 119 00:04:43,520 --> 00:04:45,680 guys are listening to on the show with, with me obviously 120 00:04:45,920 --> 00:04:48,600 from Brian's side. What year was Saguno founded? 121 00:04:49,360 --> 00:04:51,600 Oh man, let's see, I'm gonna have to do the math. 122 00:04:52,440 --> 00:04:53,960 I haven't had enough coffee for that right now. 123 00:04:53,960 --> 00:04:55,920 We just had our 9th birthday, actually. 124 00:04:56,560 --> 00:04:59,120 Nice, nice. So we had our 9th birthday last 125 00:04:59,120 --> 00:05:01,280 week, Chris. Treated you all. 126 00:05:02,000 --> 00:05:05,040 He did, we had cake. Of course, you know, you got to 127 00:05:05,080 --> 00:05:08,120 help with the, the milestones. I don't know what's going to 128 00:05:08,120 --> 00:05:10,360 happen for the 10th birthday, but that'll be very exciting. 129 00:05:10,360 --> 00:05:14,440 So you know, we have kind of three main apps we are 130 00:05:14,440 --> 00:05:16,440 exclusively building for Shopify. 131 00:05:17,280 --> 00:05:20,640 So we have our our primary app, which we'll talk mostly about 132 00:05:20,640 --> 00:05:23,600 today's e-mail marketing and that's what was my background 133 00:05:23,680 --> 00:05:27,080 before I joined Seguno. And then we also have our bulk 134 00:05:27,080 --> 00:05:31,280 discount code app, which we'll I think we'll be talking about 135 00:05:31,280 --> 00:05:33,280 next week if you if you had a webinar. 136 00:05:33,600 --> 00:05:36,440 We spoke a lot about it last year as well, which, yeah, it's, 137 00:05:36,440 --> 00:05:38,440 it's an incredible bit of tech and some of the data behind why 138 00:05:38,440 --> 00:05:40,000 you should do it that way is, is really impressive. 139 00:05:40,000 --> 00:05:43,680 So yeah, sorry, the third app. No and the third app is a Canva 140 00:05:43,680 --> 00:05:46,320 connect for or Shopify connector canvas. 141 00:05:46,320 --> 00:05:50,320 So connecting your Canva designs directly inside Shopify, quite a 142 00:05:50,320 --> 00:05:52,760 bit of content mobility there. And that's, that's a really 143 00:05:52,760 --> 00:05:54,920 awesome app. We, we actually, I don't know if 144 00:05:54,920 --> 00:05:57,400 I'm supposed to tip my hat to this, but we just tipped over 145 00:05:57,400 --> 00:06:02,080 50,000 users on that app. So an incredible utility for 146 00:06:02,360 --> 00:06:04,840 anyone who's using Shopify and Canva, it's an absolute no 147 00:06:04,840 --> 00:06:09,160 brainer and at the price of free 99 a great deal. 148 00:06:09,160 --> 00:06:11,360 So definitely check out on that as well. 149 00:06:12,400 --> 00:06:14,480 And I'll be, I think your colleague sent it over to me to 150 00:06:14,480 --> 00:06:15,960 talk about on Tuesday, tea break talks as well. 151 00:06:15,960 --> 00:06:17,680 So if you want to hear more about that, I'll be sharing some 152 00:06:17,680 --> 00:06:19,960 of the info and a link as well to, to get involved in that, 153 00:06:20,280 --> 00:06:22,800 which would be amazing. 2 quick questions then. 154 00:06:22,800 --> 00:06:25,280 So next one is what's your starting price? 155 00:06:25,280 --> 00:06:27,440 If somebody wanted to use the DNA for e-mail, where'd you guys 156 00:06:27,440 --> 00:06:27,880 start? Yeah. 157 00:06:28,800 --> 00:06:32,320 We started actually just $35 for 2500 subscribers. 158 00:06:32,680 --> 00:06:35,600 So we have a nice low entry price really designed to kind of 159 00:06:35,600 --> 00:06:39,560 help the merchant who's growing, who, you know, you go from the 160 00:06:40,600 --> 00:06:43,320 one person trying to do everything to the one person 161 00:06:43,360 --> 00:06:46,360 who's getting their e-mail program going up and running, 162 00:06:47,320 --> 00:06:49,600 you know. So we need to really focus in on 163 00:06:49,640 --> 00:06:52,360 on the growth and arming the rebels as Shopify loves to do. 164 00:06:53,040 --> 00:06:54,760 And that's where we start. I love your Star Wars 165 00:06:54,800 --> 00:06:56,760 references. Kind of pride in the show that's 166 00:06:56,800 --> 00:06:58,160 about the Rebel Alliance or something. 167 00:06:58,160 --> 00:06:58,960 Yeah. Oh, man. 168 00:06:58,960 --> 00:07:01,440 Well, yeah, I'll see what else I can sneak in there for you. 169 00:07:02,960 --> 00:07:04,920 But you know, we, we scale as you grow. 170 00:07:05,680 --> 00:07:08,120 But at $35, you're getting full support. 171 00:07:08,120 --> 00:07:11,000 You're getting all of the features, you know, that 172 00:07:11,040 --> 00:07:14,000 includes our deliverability analyst, that includes the full 173 00:07:14,000 --> 00:07:17,760 support team and support team here, all the features and 174 00:07:17,760 --> 00:07:21,360 everything, even some some AI prototyping and stuff that we're 175 00:07:21,360 --> 00:07:23,720 working on now that you'll look at access to at that point. 176 00:07:23,720 --> 00:07:27,280 So just a little teaser for later in the show. 177 00:07:28,160 --> 00:07:29,320 Amazing, amazing. Thank you. 178 00:07:29,320 --> 00:07:31,400 And I mean you've kind of covered this a little bit and 179 00:07:31,480 --> 00:07:34,160 you're obviously one of you're our own e-mail sponsor and have 180 00:07:34,160 --> 00:07:38,320 been for like years now and for good reason, like just three 181 00:07:38,320 --> 00:07:40,400 bullet points. Why are you guys the best when 182 00:07:40,400 --> 00:07:41,800 it comes to an e-mail platform for Shopify? 183 00:07:42,440 --> 00:07:46,680 Oh man, yeah, let me just boil down nine years of product and 184 00:07:46,680 --> 00:07:48,040 growth into 3. Bullets, what? 185 00:07:48,040 --> 00:07:49,240 Every three years? Go for an average. 186 00:07:50,280 --> 00:07:54,080 Yeah, I think, I think what people appreciate about us is, 187 00:07:54,560 --> 00:07:57,240 is the ease of use in the product, you know, were built 188 00:07:57,480 --> 00:08:01,440 directly into Shopify, no learning curve, no complexity of 189 00:08:01,840 --> 00:08:04,840 did I hook this up right. So there's there's the product, 190 00:08:05,840 --> 00:08:08,920 the resources we're we're committed to to helping our 191 00:08:08,920 --> 00:08:11,640 customers. You know, we only do as well as 192 00:08:11,640 --> 00:08:14,040 they do. And you know, you see that 193 00:08:14,040 --> 00:08:15,600 echoing throughout the Shopify ecosystem. 194 00:08:15,680 --> 00:08:17,800 And the last thing it's the support. 195 00:08:17,840 --> 00:08:21,200 You know, the team here is incredible. 196 00:08:21,200 --> 00:08:24,240 We don't just answer your question and and Tosio link 197 00:08:24,240 --> 00:08:27,240 we're actually checking in, making sure did you accomplish 198 00:08:27,240 --> 00:08:32,080 what you set out to do. And I think that in the AI age, 199 00:08:32,080 --> 00:08:34,559 people really still want that human support. 200 00:08:35,080 --> 00:08:37,840 So we're here, we're happy to help all of our customers 201 00:08:38,200 --> 00:08:41,240 achieve their goals, so. And, and I can vouch for that as 202 00:08:41,240 --> 00:08:42,120 well. Some of the clients we've 203 00:08:42,120 --> 00:08:44,400 introduced to you guys, like you've, you've ended up chasing 204 00:08:44,400 --> 00:08:46,600 them and come to me and be like, I've still not heard from so and 205 00:08:46,600 --> 00:08:47,560 so like, can you give them a nudge? 206 00:08:47,560 --> 00:08:49,320 Like I'm trying to help. Like, you know, we don't make 207 00:08:49,360 --> 00:08:50,920 any more money out of this. We just want them to grow. 208 00:08:50,920 --> 00:08:53,240 Like, yeah, I mean, the, the team are amazing. 209 00:08:53,240 --> 00:08:56,000 And I think, yeah, faceless technology can only take people 210 00:08:56,000 --> 00:08:58,040 so far. And, and actually having someone 211 00:08:58,040 --> 00:09:00,960 like like Brian at the end of the e-mail inbox or phone to 212 00:09:00,960 --> 00:09:03,680 talk to and ask questions is, is, is so powerful. 213 00:09:04,240 --> 00:09:06,720 Let's talk about AI. Everyone's heard of AI, 214 00:09:06,720 --> 00:09:09,400 Everyone's heard of e-mail. I just want to interrupt today's 215 00:09:09,400 --> 00:09:11,920 episode to talk about some big news for Shopify merchants. 216 00:09:11,960 --> 00:09:15,200 Yopo, which you might be using is Sun setting as e-mail and SMS 217 00:09:15,200 --> 00:09:16,840 products. You may have got an e-mail from 218 00:09:16,840 --> 00:09:18,080 them. And if you haven't, this might 219 00:09:18,080 --> 00:09:19,200 be the first time you're hearing about this. 220 00:09:19,200 --> 00:09:21,600 So if you have been using them, then you might be wondering 221 00:09:21,600 --> 00:09:23,880 what's next? Well, our sponsor Saguno has 222 00:09:23,880 --> 00:09:26,040 recovered. Saguno is the most deeply 223 00:09:26,040 --> 00:09:28,400 integrated e-mail marketing platform for Shopify and make 224 00:09:28,400 --> 00:09:31,120 switching really, really simple with hands on onboarding, 225 00:09:31,120 --> 00:09:33,680 migration help and deliverability expertise. 226 00:09:33,760 --> 00:09:37,160 Right now with code WWS 20, you get 20% of your first three 227 00:09:37,160 --> 00:09:39,280 months with Saguno. So don't let your marketing skip 228 00:09:39,280 --> 00:09:41,560 a beat. Switch to Saguno today at 229 00:09:41,560 --> 00:09:46,000 saguno.com/winning with Shopify. I said to you before we hit 230 00:09:46,000 --> 00:09:47,880 record, Brian, I think it's, I think it's a good point actually 231 00:09:47,880 --> 00:09:51,600 that I don't often hear AI and e-mail on the same conversation. 232 00:09:51,600 --> 00:09:53,200 I hear about people shopping on AI. 233 00:09:53,200 --> 00:09:55,200 We hear about AI tools that can speed things up. 234 00:09:55,800 --> 00:09:58,720 How's AI changing the e-mail landscape at the moment? 235 00:09:58,720 --> 00:10:01,160 Or how should people be using AI in e-mail? 236 00:10:01,880 --> 00:10:03,640 Yeah, absolutely. Well, I, I just want to make one 237 00:10:03,640 --> 00:10:06,720 thing clear that I, for one, welcome our AI overlords. 238 00:10:07,760 --> 00:10:09,800 So, you know, if they're listening, I do welcome them and 239 00:10:10,880 --> 00:10:12,560 wish them well. As they're not the Imperial 240 00:10:12,560 --> 00:10:14,720 Guards, they're part of the River Alliance trying to help. 241 00:10:14,880 --> 00:10:15,360 Us. That's right. 242 00:10:16,080 --> 00:10:19,480 No, I think AI and e-mail is coming through in a couple 243 00:10:19,480 --> 00:10:21,360 different ways. We've been talking about the 244 00:10:21,360 --> 00:10:25,360 tools for years now and people said, oh, I can do all this with 245 00:10:25,480 --> 00:10:26,920 AI. Look how much more productive I 246 00:10:26,920 --> 00:10:29,560 am. And you know, then it's the 247 00:10:29,760 --> 00:10:31,960 distrust of is this a real video? 248 00:10:31,960 --> 00:10:35,120 Is, is Nick even a real person? Or is this an AI bot that 249 00:10:35,120 --> 00:10:38,160 somebody designed or? Someone talk about nonsense on a 250 00:10:38,160 --> 00:10:41,760 podcast for so many years now. It's a training model right 251 00:10:41,760 --> 00:10:42,840 there. Yeah. 252 00:10:42,840 --> 00:10:45,520 But now what we're hearing on the e-mail side of things is 253 00:10:45,520 --> 00:10:48,520 we're getting back into kind of the fear of the unknown, right? 254 00:10:48,560 --> 00:10:53,520 And so a lot of folks are thinking of AI in emails almost 255 00:10:53,520 --> 00:10:56,280 just the next extinction event, right? 256 00:10:56,280 --> 00:10:59,480 So if we keep having these extinction events in e-mail, I 257 00:10:59,480 --> 00:11:03,200 think I'm on my fifth one by now in my, my own time in e-mail. 258 00:11:03,720 --> 00:11:08,160 You know, when you lose tracking or you lose your Gmail's adding 259 00:11:08,200 --> 00:11:11,880 promotions tab, it's the end of marketing as we know it and AI 260 00:11:11,880 --> 00:11:14,920 sorting and, and summarization, it's the end of what we know. 261 00:11:14,920 --> 00:11:19,120 And the, the truth is that, you know, e-mail still has the top 262 00:11:19,280 --> 00:11:23,040 ROI of any marketing channel and it will continue to be the most 263 00:11:23,040 --> 00:11:26,280 cost efficient because you're talking to your customers, 264 00:11:26,280 --> 00:11:28,240 you've got your, your audience right there. 265 00:11:29,040 --> 00:11:30,760 You know, you're not just sending your message out into 266 00:11:30,760 --> 00:11:33,560 the ether. So I think when you understand a 267 00:11:33,560 --> 00:11:37,600 little bit more about the way that AI is interacting with the 268 00:11:37,600 --> 00:11:41,520 content and also how the inbox providers are using it, and then 269 00:11:41,520 --> 00:11:44,720 also how your customers are using AI to view your content, 270 00:11:45,120 --> 00:11:46,560 it, it takes away a lot of that fear. 271 00:11:46,640 --> 00:11:50,320 And it's just kind of going back into, you know, the basics that 272 00:11:50,320 --> 00:11:52,320 hopefully we'll we'll dig into a little bit more here. 273 00:11:53,200 --> 00:11:55,640 Yeah, yeah. And I guess with that inbox, for 274 00:11:55,640 --> 00:11:58,160 example, I think I mean, one of the first points we we're going 275 00:11:58,160 --> 00:12:02,400 to talk about is filtering how, and I assume that's what was 276 00:12:02,400 --> 00:12:05,120 meant by the question around like an AI filtered world. 277 00:12:05,120 --> 00:12:08,200 Like when you send emails out to people now, how does AI actually 278 00:12:08,200 --> 00:12:10,840 do the filtering process? Like is it in the spam filter? 279 00:12:10,840 --> 00:12:13,240 Is it they filter things in people's inboxes? 280 00:12:13,240 --> 00:12:16,080 Is it there like loads of us are starting to use the functions of 281 00:12:16,080 --> 00:12:18,520 like, you need to follow up with this person, It reminds you to 282 00:12:18,520 --> 00:12:20,240 do things like that. And you're like, Oh yeah, I sent 283 00:12:20,240 --> 00:12:21,600 that. You know, I sent that contract 284 00:12:21,600 --> 00:12:23,040 months ago. They still don't signed it. 285 00:12:23,080 --> 00:12:25,480 And see, you know, there's all these things it's supporting 286 00:12:25,480 --> 00:12:26,800 with. Like how is it affecting 287 00:12:26,800 --> 00:12:29,160 specifically when brands are trying to send emails out to 288 00:12:29,160 --> 00:12:31,960 communicate with customers is either at mass or 1:00 to 1:00? 289 00:12:32,680 --> 00:12:36,320 Yeah, absolutely. So there, there are more AI 290 00:12:36,320 --> 00:12:39,120 tools that we're we're seeing evidence of in the spam 291 00:12:39,120 --> 00:12:43,040 filtering and that's really more of if your emails are getting 292 00:12:43,040 --> 00:12:45,480 through to your provider or to your recipients or not. 293 00:12:46,080 --> 00:12:48,400 And we get that kind of on the inbox provider level. 294 00:12:48,400 --> 00:12:53,440 So they're using these tools just like we are to be better at 295 00:12:53,440 --> 00:12:55,640 their jobs. They're better at detecting what 296 00:12:55,640 --> 00:12:59,960 spam, who's an engaged contact, who is doing something crazy and 297 00:12:59,960 --> 00:13:04,080 they need to protect their inboxes, you know, protect the 298 00:13:04,080 --> 00:13:09,920 inbox from these senders. But then really that is up to 299 00:13:10,040 --> 00:13:13,000 just you doing the right thing and those best practices that we 300 00:13:13,000 --> 00:13:15,760 always talk about. But then when it does get 301 00:13:15,760 --> 00:13:19,160 through, what people are afraid of now at this point is kind of 302 00:13:19,160 --> 00:13:22,240 the growth of the the next level from the promotions folder. 303 00:13:22,560 --> 00:13:25,560 And that's kind of you're doing a lot more sorting, a lot more 304 00:13:26,120 --> 00:13:28,120 prioritization. Things are moving around in the 305 00:13:28,120 --> 00:13:32,400 inbox right now. You know, there are Gmail app, 306 00:13:32,520 --> 00:13:36,800 Apple Mail app, which is most of the American inbox providers. 307 00:13:37,360 --> 00:13:40,360 You know, there are Superhuman, there's all sorts of these 308 00:13:40,360 --> 00:13:42,760 different providers that are starting to bring more of the AI 309 00:13:42,760 --> 00:13:45,320 in there. And what they're doing is 310 00:13:45,320 --> 00:13:48,880 they're kind of organizing based on what they think that 311 00:13:48,880 --> 00:13:52,320 recipient wants to see. So there's kind of the layer of, 312 00:13:52,440 --> 00:13:55,040 hey, we're going to apply our AI filters to all of your mail. 313 00:13:55,080 --> 00:13:58,800 And then for Nick's inbox, what do we think Nick wants to do? 314 00:13:58,800 --> 00:14:00,920 He wants to be reminded about that contract that he still 315 00:14:00,920 --> 00:14:04,240 hasn't gotten paid for, right? So we're going to move that to 316 00:14:04,240 --> 00:14:06,080 the top. Hey, contract lapsing. 317 00:14:06,200 --> 00:14:09,560 They're looking at the content and kind of mainly 3 things, 318 00:14:09,560 --> 00:14:12,160 right? So the, the pieces that we're, 319 00:14:12,160 --> 00:14:14,320 we're kind of looking through here and I'm, I'm trying to 320 00:14:14,320 --> 00:14:16,880 remember my notes. It's, it's going to be a little 321 00:14:16,880 --> 00:14:19,800 bit more in terms of your previous engagement, right? 322 00:14:19,800 --> 00:14:24,240 The machine learning of when you receive like this, where you 323 00:14:24,240 --> 00:14:26,120 open it, you're clicking it, you're responding to it. 324 00:14:26,120 --> 00:14:28,840 OK, that's going to bring you out of kind of the promotions 325 00:14:28,840 --> 00:14:31,600 folder or the shopping folder and into the inbox. 326 00:14:31,600 --> 00:14:33,440 All right. And then it's going to try to 327 00:14:33,440 --> 00:14:36,480 read the content and that's where you start to see some 328 00:14:36,480 --> 00:14:38,840 interesting things when you're reading the content. 329 00:14:38,840 --> 00:14:41,640 We're finding a lot more in terms of clear call to actions 330 00:14:41,640 --> 00:14:45,080 and urgency. Discount expiring now, discount 331 00:14:45,080 --> 00:14:47,240 expiring tomorrow. That's right up at the top or 332 00:14:47,240 --> 00:14:50,800 Bill do today, right? And this is, these are for all 333 00:14:50,800 --> 00:14:53,640 different types of emails. Those are going to get moved to 334 00:14:53,640 --> 00:14:55,600 the top because they need to catch your attention. 335 00:14:55,600 --> 00:14:58,360 Then those are the urgent ones to deal with right now. 336 00:14:59,240 --> 00:15:02,920 And then finally, it's going to be more explicit feedback is 337 00:15:02,920 --> 00:15:06,720 going to play into that. So if you yourself move an 338 00:15:06,720 --> 00:15:09,160 e-mail from promotions to primary, well, then they're 339 00:15:09,160 --> 00:15:11,600 going to learn that they're going to move that up the filter 340 00:15:11,600 --> 00:15:14,960 up into the, you know, the models and try to use that bit 341 00:15:14,960 --> 00:15:17,080 to learn for the next time. But those are kind of the three 342 00:15:17,080 --> 00:15:20,480 main factors that are going to tell you where your inbox, your 343 00:15:20,480 --> 00:15:22,960 emails landing in the inbox, if it's in the promotions tab. 344 00:15:22,960 --> 00:15:25,040 And then how are you going to get the call out there? 345 00:15:26,120 --> 00:15:30,080 Now the the knee jerk reaction, and I know you were thinking 346 00:15:30,080 --> 00:15:32,000 about this is, oh, I'm just going to put a lot of misleading 347 00:15:32,000 --> 00:15:37,280 content in my emails to say, do today, you know, but try to 348 00:15:37,280 --> 00:15:39,480 trick the AI. Well, if there's one thing you 349 00:15:39,480 --> 00:15:42,520 don't want to try to get into that argument with, it's the the 350 00:15:42,640 --> 00:15:44,000 AI. We'll learn from you quickly. 351 00:15:44,000 --> 00:15:49,320 So we've seen some people try some some bad decisions and it 352 00:15:49,320 --> 00:15:53,080 work for once or twice and then they have to dig themselves out 353 00:15:53,080 --> 00:15:56,200 of the spam folder and it's harder than ever to do that. 354 00:15:56,240 --> 00:15:59,400 We've had plenty of conversation in the past about how to 355 00:15:59,400 --> 00:15:59,960 rebuild. Yeah. 356 00:16:00,720 --> 00:16:05,400 So, but yeah, there's that's the the unknown, but it's really not 357 00:16:05,440 --> 00:16:08,160 that when you think about those three factors, it really doesn't 358 00:16:08,160 --> 00:16:11,040 get that complicated. One thing I love though is 359 00:16:11,160 --> 00:16:13,920 you're taking it back to the basics of marketing, which is 360 00:16:13,920 --> 00:16:16,840 like all the, and I've been saying it's a lot about AI 361 00:16:16,840 --> 00:16:19,920 actually, the more AI is evolved and the same with SEO that we 362 00:16:19,920 --> 00:16:22,680 work on, on Google. It's like AI and Google are 363 00:16:22,680 --> 00:16:25,840 there to try and get the the right things to the user and 364 00:16:25,840 --> 00:16:27,800 stop the wrong things reaching the user. 365 00:16:28,120 --> 00:16:31,000 So if you're the wrong thing, I'm trying to remember the, the 366 00:16:31,000 --> 00:16:32,640 chap's name. He, he was, I think he was one 367 00:16:32,640 --> 00:16:34,480 of your customers. We had on the show years ago. 368 00:16:34,480 --> 00:16:37,600 He was selling lots of sport memorabilia, lots of signs like 369 00:16:37,600 --> 00:16:39,560 American football helmets and stuff like that. 370 00:16:40,880 --> 00:16:43,800 Yeah, Todd, that was it. And, and was it totally, totally 371 00:16:43,800 --> 00:16:45,200 sports or something or total sport? 372 00:16:46,120 --> 00:16:48,800 And Todd was saying, yeah, he was saying like if people 373 00:16:48,800 --> 00:16:51,880 unsubscribe, great, I don't have to waste money, time and energy 374 00:16:52,040 --> 00:16:54,040 contacting them and they're not interested. 375 00:16:54,320 --> 00:16:56,880 I know my market. And he was sending 2 emails out 376 00:16:56,880 --> 00:16:59,640 a day, one about last night's game and then tonight here's 377 00:16:59,640 --> 00:17:02,120 someone out just ahead of the game that's happening. 378 00:17:02,360 --> 00:17:04,119 Like what do you think is going to happen with this player and 379 00:17:04,119 --> 00:17:06,200 this player and these two teams and what's going to go on? 380 00:17:06,319 --> 00:17:07,960 And, and by the way, we've got a lot of this signed stuff. 381 00:17:07,960 --> 00:17:09,880 If you want to go and check them out, you check it out on the 382 00:17:09,880 --> 00:17:12,359 website and buy it because like people are really engaged that 383 00:17:12,359 --> 00:17:15,280 he engaged at the right times, twice a day, but the right 384 00:17:15,280 --> 00:17:18,760 frequency for his audience because sport, you guys have 385 00:17:18,760 --> 00:17:20,920 such a different calendar. I've been following basketball 386 00:17:20,920 --> 00:17:22,839 since I saw I can't remember what they're called. 387 00:17:22,839 --> 00:17:25,040 The guys in San Francisco. They're, they were yellow and 388 00:17:25,040 --> 00:17:29,680 purple basketball team for those guys they like. 389 00:17:29,680 --> 00:17:31,280 Since watching them, I've been following it a little bit and 390 00:17:31,280 --> 00:17:33,200 you guys have sport almost every single night. 391 00:17:33,200 --> 00:17:36,280 It's like one or two games a night so that it's on every day. 392 00:17:36,280 --> 00:17:38,240 Whereas in the UK we have like loads on one day and then 393 00:17:38,240 --> 00:17:39,960 nothing for like 4. Like rugby. 394 00:17:39,960 --> 00:17:42,640 Here you have one, one weekend of games, Saturday, Sunday and 395 00:17:42,640 --> 00:17:44,440 then nothing. But again, like he's, he's 396 00:17:44,440 --> 00:17:46,960 optimized that e-mail journey for his audience. 397 00:17:46,960 --> 00:17:49,800 And I think that's the key here is if you do something like that 398 00:17:49,800 --> 00:17:52,520 and the engagement's really high, AI is going to promote you 399 00:17:52,560 --> 00:17:54,320 even further. It's going to work even better 400 00:17:54,320 --> 00:17:56,200 for you. But like I know you said before, 401 00:17:56,200 --> 00:17:59,200 Brian, that if you're not the right content, the brand isn't 402 00:17:59,200 --> 00:18:00,960 sticking with people, the timing's not right. 403 00:18:00,960 --> 00:18:02,520 You've not segmented your audience and send the right 404 00:18:02,520 --> 00:18:04,360 messages out. Well, then you know you 405 00:18:04,360 --> 00:18:06,080 shouldn't really be in people's inboxes anyway. 406 00:18:06,080 --> 00:18:08,640 So as much as it's painful from a business point of view to the 407 00:18:08,640 --> 00:18:11,200 revenue drop, which is it's kind of what you're saying, isn't it? 408 00:18:11,200 --> 00:18:14,000 When it comes to the actual content, it really is about AI 409 00:18:14,000 --> 00:18:16,240 is trying to promote the good stuff to people. 410 00:18:16,520 --> 00:18:18,320 And if you've not really worked that out, it's like your 411 00:18:18,320 --> 00:18:20,440 business isn't ready to scale. Like stop trying to push 412 00:18:20,440 --> 00:18:21,400 something that's not quite ready. 413 00:18:21,400 --> 00:18:23,880 Like you've got to understand that customer the and then get 414 00:18:23,880 --> 00:18:26,160 the product right, get the time coming out on those, on those 415 00:18:26,160 --> 00:18:28,960 marketing messages. Yeah, I mean, that's the thing. 416 00:18:28,960 --> 00:18:31,840 Remember the the main feedback loop for AI is engagement. 417 00:18:32,200 --> 00:18:35,240 If if you continue engaging with your when's the last time you 418 00:18:35,240 --> 00:18:38,520 had a conversation with ChatGPT and they just kind of ended 419 00:18:38,520 --> 00:18:42,680 like, well, that's all goodbye. Yeah, they want to keep asking 420 00:18:42,680 --> 00:18:45,520 that question. So inbox providers are not 421 00:18:45,520 --> 00:18:47,880 trying to get their users out of the inbox. 422 00:18:47,880 --> 00:18:50,720 They want to see which content is most relevant for them so 423 00:18:50,720 --> 00:18:52,360 they can use that data for other things. 424 00:18:52,360 --> 00:18:54,680 I'm sure it's all totally above board. 425 00:18:54,680 --> 00:18:56,680 They don't want to sell you more ads or anything like that. 426 00:18:56,680 --> 00:19:00,720 But you know, it's the, it's the, the feedback loop that 427 00:19:00,720 --> 00:19:02,880 we're seeing is, is what you're giving. 428 00:19:02,880 --> 00:19:04,280 And then they're just going to carry that forward. 429 00:19:04,280 --> 00:19:06,480 So if you're sending content that is engaging to your 430 00:19:06,480 --> 00:19:09,200 contacts, then they're, you're not going to get punished here 431 00:19:09,480 --> 00:19:11,640 or you get punished is when you fall in love with the list 432 00:19:11,640 --> 00:19:13,480 number more than the engaged contacts. 433 00:19:14,320 --> 00:19:16,720 You know, so if you think, oh, I've got 100,000, I'm so proud 434 00:19:16,720 --> 00:19:18,520 of that. And then I take a look at it and 435 00:19:18,520 --> 00:19:21,600 say, well, actually you've got 20,000 and 80,000 weighing you 436 00:19:21,600 --> 00:19:23,880 down. Then that's a hard pill to 437 00:19:23,880 --> 00:19:25,520 swallow. But what that means is that 438 00:19:25,520 --> 00:19:27,880 you're more likely to get to the inbox when you focus on those 439 00:19:27,880 --> 00:19:30,080 20,000. So we're seeing, we're seeing 440 00:19:30,080 --> 00:19:32,720 actually that play up a lot, you know, and that was one of the 441 00:19:32,720 --> 00:19:36,760 things I'm talking about with how there how the inbox 442 00:19:36,760 --> 00:19:39,880 providers, Microsoft and Gmail specifically, are really 443 00:19:39,880 --> 00:19:43,520 focusing more on that in with your sending reputation to 444 00:19:43,520 --> 00:19:45,480 determine if you're getting to the spam folder, if you're 445 00:19:45,480 --> 00:19:48,200 getting balanced or if you're getting through to the the inbox 446 00:19:48,200 --> 00:19:51,640 for the AI to sort you there. So those are, those are big 447 00:19:51,640 --> 00:19:52,520 things. Absolutely. 448 00:19:53,360 --> 00:19:54,880 Nice. There's a flip side to this 449 00:19:54,880 --> 00:19:56,320 though. We're talking about AI filtering 450 00:19:56,320 --> 00:19:58,240 the inbox. Obviously, as I mentioned at the 451 00:19:58,240 --> 00:20:01,440 start, AI is fantastic tool for all sorts of things. 452 00:20:01,440 --> 00:20:04,080 Like you mentioned a Canva integration where there's AAI in 453 00:20:04,080 --> 00:20:05,840 Canva and you can say, hey, do this for me. 454 00:20:05,840 --> 00:20:08,400 And I've been modifying all sorts of images. 455 00:20:08,400 --> 00:20:11,680 Like we've built a prototype for Growth Vault in September and I 456 00:20:11,680 --> 00:20:13,760 put some the screenshots if anyone wants to go and look at 457 00:20:13,760 --> 00:20:16,760 it. Shameless plug wwspodcast.com 458 00:20:17,080 --> 00:20:20,200 and go and click on the Growth Vault 2026 in the in the top. 459 00:20:20,280 --> 00:20:23,680 Menu and the screenshots of it there is a platform that exists 460 00:20:23,680 --> 00:20:26,520 but those screenshots I got ChatGPT to modify and put 461 00:20:26,520 --> 00:20:29,320 certain talk topics the color scheme and it even said like 462 00:20:29,320 --> 00:20:31,680 what sort of person I want on some of the thumbnails and 463 00:20:31,680 --> 00:20:34,000 things just to show what it's going to look like to give a you 464 00:20:34,160 --> 00:20:36,720 know this is this is our vision of what we're trying to achieve 465 00:20:37,200 --> 00:20:39,640 and asked ChatGPT to modify a screenshot of a system that's 466 00:20:39,640 --> 00:20:42,240 not ready yet to make it look ready and make it look finished. 467 00:20:42,640 --> 00:20:45,480 Yost have just launched something that is absolutely 468 00:20:45,520 --> 00:20:50,360 game changing their new AI brand insights tool is now in beta and 469 00:20:50,360 --> 00:20:52,840 it's built to help you track your brand's visibility 470 00:20:53,080 --> 00:20:56,200 sentiment, and credibility across AI platforms like 471 00:20:56,200 --> 00:20:59,120 ChatGPT. As search expands from Google to 472 00:20:59,160 --> 00:21:02,120 AI answers, this tool gives you a clearview of how your brand 473 00:21:02,120 --> 00:21:05,760 shows up, combining sentiment, visibility and mentions. 474 00:21:05,760 --> 00:21:08,280 It's designed for marketers. If you want enterprise level 475 00:21:08,280 --> 00:21:12,520 insight without the enterprise price less than $400.00 per 476 00:21:12,520 --> 00:21:13,920 year. And here's the best bit. 477 00:21:13,920 --> 00:21:16,080 Yost Black Friday sale is now on. 478 00:21:16,120 --> 00:21:20,120 So starting November 27th, you'll get a 30% discount off 479 00:21:20,120 --> 00:21:24,480 all annual plans, including the new Yost SEOAI Plus. 480 00:21:24,480 --> 00:21:27,840 Head to yost.com to learn more and grab your discount. 481 00:21:28,280 --> 00:21:31,120 What other tools should people be using in in e-mail than just 482 00:21:31,120 --> 00:21:32,760 just beyond image generation in in Canva? 483 00:21:32,760 --> 00:21:35,520 Like what other stuff can people use for timing segmentation 484 00:21:35,520 --> 00:21:36,760 content? Like, you know, what are some of 485 00:21:36,760 --> 00:21:39,240 the things that available? Yeah, absolutely. 486 00:21:39,240 --> 00:21:42,240 I think you called that one out really well and I would 487 00:21:42,240 --> 00:21:46,000 encourage you to review that image and look for any extra 488 00:21:46,000 --> 00:21:49,520 fingers or any of those fun little tell tale signs. 489 00:21:50,560 --> 00:21:54,560 I think my favorite one I saw recently was a something about 490 00:21:54,560 --> 00:21:57,640 measurement and it was 2 rulers side by side. 491 00:21:57,640 --> 00:22:00,920 And it's like our ruler and their ruler and it's supposed to 492 00:22:00,920 --> 00:22:02,120 be superior. And then all of a sudden you 493 00:22:02,120 --> 00:22:05,720 look at it and you're like, why does the why does it go 11237? 494 00:22:05,800 --> 00:22:08,680 And you know, yeah, I can can make those little mistakes. 495 00:22:08,680 --> 00:22:11,480 So people, we had 6. Figures on a basketball player 496 00:22:11,480 --> 00:22:14,240 on our website for probably the best part of like 8 or 9 months 497 00:22:14,240 --> 00:22:16,240 and we knew that. We knew it was there before 498 00:22:16,240 --> 00:22:19,120 anyone even noticed, before everyone even said like, you 499 00:22:19,120 --> 00:22:21,520 know, one of your images the guy's got, the guy's got a few 500 00:22:21,520 --> 00:22:23,600 extra fingers and we joked initially saying, well, that's 501 00:22:23,600 --> 00:22:25,680 just how he was born, you know, that's just how he how he was 502 00:22:25,680 --> 00:22:27,480 made. It was like, no, no, it's an AI 503 00:22:27,480 --> 00:22:28,560 image. It's like he also had a 504 00:22:28,560 --> 00:22:31,840 completely skinned, you know, like totally flat skin complex, 505 00:22:32,760 --> 00:22:34,720 perfect lighting or like no humans lit like that. 506 00:22:34,720 --> 00:22:37,600 That's ridiculous. I think that's the big thing. 507 00:22:37,640 --> 00:22:40,880 No, there, there's still that that it's almost like the 508 00:22:40,880 --> 00:22:42,080 counter movement right now, right? 509 00:22:42,080 --> 00:22:46,200 We saw a lot of the kind of the uncanny valley, the AI generated 510 00:22:46,200 --> 00:22:49,200 images and now people are really trying to identify things that 511 00:22:49,200 --> 00:22:51,400 are authentic, right? And you know, how many times is 512 00:22:51,400 --> 00:22:54,600 that an AI image or can I trust that video that was posted by 513 00:22:54,600 --> 00:22:56,600 someone of is that a real video or not? 514 00:22:57,800 --> 00:23:02,240 You know, AI for me is a wonderful brainstorming tool and 515 00:23:02,240 --> 00:23:04,000 I think it's great for coming up with concepts. 516 00:23:04,360 --> 00:23:08,480 It's great for image proofs. You know, there are image 517 00:23:08,480 --> 00:23:10,840 generators, but I think really what it comes down to is making 518 00:23:10,840 --> 00:23:14,160 sure that what AI can do really well for you in canvas is help 519 00:23:14,160 --> 00:23:17,400 you just style something. I wouldn't put it into a into a 520 00:23:17,400 --> 00:23:20,000 fake setting. You know where you're going to 521 00:23:20,000 --> 00:23:23,920 start to get into those weird little things there, but it then 522 00:23:23,920 --> 00:23:27,280 content generation too, right. So you can help you just say, 523 00:23:27,280 --> 00:23:29,200 hey, brainstorm this. I want to be really direct. 524 00:23:29,200 --> 00:23:31,640 Find me a a fun little pun, a little quip. 525 00:23:31,640 --> 00:23:34,440 You know, let's make this, let's make this cat team. 526 00:23:34,440 --> 00:23:37,200 Somehow it's working meow jokes into everything that we can. 527 00:23:37,200 --> 00:23:39,000 You know, there are fun little things that we can do with it, 528 00:23:39,680 --> 00:23:41,800 but what people are craving right now is really that 529 00:23:41,800 --> 00:23:45,440 authenticity. And so, you know, when I'm 530 00:23:45,440 --> 00:23:48,880 looking at using an AI tool, I'm making sure that I'm not using 531 00:23:48,880 --> 00:23:52,640 any of those tell tale signs. And I'm using it kind of working 532 00:23:52,640 --> 00:23:54,680 through here. And then I'm bringing across it 533 00:23:54,680 --> 00:23:59,360 is fantastic for speed, right? I mean, how fast can you come 534 00:23:59,360 --> 00:24:03,120 out with a, a new proposal for a new customer, a new account that 535 00:24:03,120 --> 00:24:05,360 you have, Hey, I want to do this audit. 536 00:24:05,360 --> 00:24:06,600 These are the things I've thought of. 537 00:24:06,600 --> 00:24:08,360 What does this mean? What else should I look at? 538 00:24:09,160 --> 00:24:12,920 It's really great for research. And I think one of my favorite 539 00:24:12,920 --> 00:24:15,440 tools that I'll be keeping a close eye on is Shopify's 540 00:24:15,440 --> 00:24:19,640 sidekick, because Shopify obviously is all in on the AI 541 00:24:19,640 --> 00:24:21,760 training, right? That's all the all the news you 542 00:24:21,760 --> 00:24:24,240 hear. About Awesome sidekick. 543 00:24:24,920 --> 00:24:27,480 Yeah, it. Is getting better so much faster 544 00:24:27,480 --> 00:24:32,200 too right so you know Shopify has all your data you ask it 545 00:24:32,200 --> 00:24:34,000 questions you're not having to worry about if the data is 546 00:24:34,000 --> 00:24:36,720 feeding across. I think sidekick is really great 547 00:24:36,720 --> 00:24:40,600 at helping identify customers that are likely to churn 548 00:24:40,600 --> 00:24:42,840 customers that are likely to repeat purchases. 549 00:24:43,600 --> 00:24:47,200 I use Shopify to plan my promotion or Sidekick to plan my 550 00:24:47,200 --> 00:24:49,880 promotions of, hey, what's my AOV right now? 551 00:24:49,880 --> 00:24:51,880 Great. I want to put a discount above 552 00:24:51,880 --> 00:24:54,040 that AOV. What are two tiers above that so 553 00:24:54,040 --> 00:24:56,720 that I can plan and I can increase my card sizes? 554 00:24:56,720 --> 00:24:59,000 There are little questions that you can ask just to do things 555 00:24:59,000 --> 00:25:01,480 more intelligently. And I think that that makes a 556 00:25:01,480 --> 00:25:04,880 huge, huge impact in in just the efficiency of business. 557 00:25:05,480 --> 00:25:06,720 Yeah. And I think just just add on 558 00:25:06,720 --> 00:25:08,920 sidekick for everyone. Some of the things that I've 559 00:25:08,920 --> 00:25:11,320 been using it for a lot. And a good example was 2 days 560 00:25:11,320 --> 00:25:13,800 ago, I was, I was in Dublin with one of our clients. 561 00:25:14,160 --> 00:25:15,640 We're actually going to always say who they are. 562 00:25:15,640 --> 00:25:17,560 Yeah, didn't ask if I could, but we're going to have them on the 563 00:25:17,560 --> 00:25:19,640 show in the next few weeks. They're sending me, they send me 564 00:25:19,640 --> 00:25:21,400 a couple of products I'm going to wear on the show because 565 00:25:21,400 --> 00:25:23,240 their stuff is amazing and beautiful. 566 00:25:23,560 --> 00:25:26,840 And so I was with those guys and every now and then someone would 567 00:25:26,840 --> 00:25:28,560 say, like, Oh yeah, we're going to invest loads of money, like 568 00:25:28,560 --> 00:25:30,600 revamping this thing. And I'm like, why you doing 569 00:25:30,600 --> 00:25:31,880 that? And they were like, well, 570 00:25:31,880 --> 00:25:33,520 because it's important. The brand is going to look 571 00:25:33,520 --> 00:25:34,480 amazing. You know, we're going to get 572 00:25:34,480 --> 00:25:36,760 videos and everything. And I was like, OK, you know, 573 00:25:36,800 --> 00:25:39,360 Sidekick, how many visitors have we had on that page? 574 00:25:39,360 --> 00:25:42,080 Like I used to use GA 4 for everything and I'm using Gemini 575 00:25:42,080 --> 00:25:43,840 and GA 4A little bit to ask questions as well and say, 576 00:25:44,040 --> 00:25:47,280 what's the answer to this? And it creates like Sidekick, it 577 00:25:47,280 --> 00:25:50,160 just creates custom dashboards for you, like on the fly. 578 00:25:50,160 --> 00:25:53,120 So one of the things that came up is we said, all right, we've 579 00:25:53,120 --> 00:25:55,080 added Klarna. So you could like buy now pay, 580 00:25:55,520 --> 00:25:58,040 you pay in instalments, 0% interest, it's great. 581 00:25:58,240 --> 00:26:00,800 And we were sort of saying how many people had started using it 582 00:26:00,800 --> 00:26:03,080 and psychic couldn't quite answer the question. 583 00:26:03,080 --> 00:26:06,280 But it got me so close when I was, I was asking it, when 584 00:26:06,280 --> 00:26:10,120 somebody uses Klarna, what, what is their repeat purchase rate? 585 00:26:10,120 --> 00:26:12,400 What percentage of those guys buy at least a second order 586 00:26:12,640 --> 00:26:14,400 versus the ones that just pay in full? 587 00:26:14,680 --> 00:26:16,480 Because the ones that pay in full can afford the product. 588 00:26:16,480 --> 00:26:19,720 So they should be easier to convert long term was my theory. 589 00:26:20,080 --> 00:26:21,280 And again, I haven't quite got the data yet. 590 00:26:21,280 --> 00:26:23,080 The meeting was only yesterday, but we're going to find out. 591 00:26:23,600 --> 00:26:25,960 But it said like it doesn't have access to a couple of the secure 592 00:26:25,960 --> 00:26:28,320 bits of information relating to individual customers, which was 593 00:26:28,320 --> 00:26:30,240 fair enough. But trying to find out some of 594 00:26:30,240 --> 00:26:33,160 that information really quickly. One of the guys said, yeah, 595 00:26:33,160 --> 00:26:34,960 we're optimised for mobile because like everybody does it 596 00:26:34,960 --> 00:26:36,480 on mobile. And I checked the data and was 597 00:26:36,480 --> 00:26:39,400 like, well, it's 65% on on mobile. 598 00:26:39,400 --> 00:26:41,840 So you're right. But 35% desktop and desktop 599 00:26:41,840 --> 00:26:45,200 convert 3 times not same client but another conversation only 600 00:26:45,200 --> 00:26:48,560 the week 3 times as as many customers and desktop convert. 601 00:26:48,800 --> 00:26:51,520 We need more desktop traffic like mobile is great but we need 602 00:26:51,520 --> 00:26:54,000 more desktop traffic like it converts 3 times as much. 603 00:26:54,000 --> 00:26:57,800 So we could pay double the click cost on giga ads for desktop and 604 00:26:57,800 --> 00:26:59,880 still make more profit and you start drilling out. 605 00:26:59,880 --> 00:27:02,200 But again sidekick was just giving me the answers and same 606 00:27:02,200 --> 00:27:04,520 with Gemini and GA 4. It's just so fast. 607 00:27:05,200 --> 00:27:07,200 Yeah, I love that. That's still the, there's still 608 00:27:07,200 --> 00:27:10,680 a difference between this is a is this a phone purchase or a 609 00:27:10,680 --> 00:27:13,240 laptop purchase? And oh man, if you're over a 610 00:27:13,240 --> 00:27:15,560 certain price point that phones going down, the laptops coming 611 00:27:15,560 --> 00:27:19,360 out. Yes, One thing is changing a lot 612 00:27:19,360 --> 00:27:22,320 is we we work a lot in B2B as well and both ecommerce and lead 613 00:27:22,320 --> 00:27:24,360 Gen. So in B2B ecommerce, we're 614 00:27:24,360 --> 00:27:27,400 seeing so many more mobile devices buying things and we're 615 00:27:27,400 --> 00:27:29,200 actually seeing customers that have done like a big order on a 616 00:27:29,200 --> 00:27:31,880 desktop, then order like just little products here and there. 617 00:27:31,880 --> 00:27:34,360 Now that they've built that, that trust and this company's 618 00:27:34,360 --> 00:27:35,640 great. They're like, oh, I'll just jump 619 00:27:35,640 --> 00:27:37,800 on, I'll just jump on the website quickly and, and you 620 00:27:37,800 --> 00:27:40,320 know, buy another two of those. Like I bought 400, we've got 2 621 00:27:40,320 --> 00:27:42,080 new starters. We need two more desks, Let's 622 00:27:42,080 --> 00:27:44,400 get two more desks. So it's been fascinating seeing 623 00:27:44,400 --> 00:27:47,440 that that balance as well. We had a client that sells off 624 00:27:47,440 --> 00:27:50,440 his furniture and they did the whole thing mobile first website 625 00:27:50,440 --> 00:27:53,520 on Magento. And firstly Magento, like what 626 00:27:53,520 --> 00:27:55,560 were they thinking? And they called us after they 627 00:27:55,560 --> 00:27:57,720 built the Magento site, but then we were like, like you've, 628 00:27:57,760 --> 00:28:00,960 you've only had I think 3 orders and then all of the rest of your 629 00:28:00,960 --> 00:28:02,680 orders have been on desktop in the last year. 630 00:28:03,080 --> 00:28:04,720 Why on earth did you go mobile first? 631 00:28:04,920 --> 00:28:06,600 You almost should have said if you're on the mobile site, like, 632 00:28:06,600 --> 00:28:08,880 you know, click this button and e-mail yourself a link to this 633 00:28:08,880 --> 00:28:10,880 page and look at it on a desktop, you'll get a much 634 00:28:10,880 --> 00:28:12,480 better experience. You can see all the different 635 00:28:12,480 --> 00:28:13,880 factors you need to, etcetera, etcetera. 636 00:28:13,880 --> 00:28:15,640 So. Yeah, it's. 637 00:28:15,760 --> 00:28:18,520 Interesting seeing that balance. I think that's a really good 638 00:28:18,520 --> 00:28:21,560 call out in that, you know, there we still read the big 639 00:28:21,560 --> 00:28:23,960 highlights that we know and we've heard that, you know, 640 00:28:23,960 --> 00:28:25,360 mobile shopping is bigger and bigger. 641 00:28:25,360 --> 00:28:28,600 But what Sidekick allows you to do is then ask that question for 642 00:28:28,600 --> 00:28:32,160 your store and to confirm that your data shows that same story. 643 00:28:33,040 --> 00:28:35,800 And I think there's still ways to go for Shopify to get all of 644 00:28:35,800 --> 00:28:38,880 the data buttoned up. But you know, there are really 645 00:28:38,880 --> 00:28:41,240 interesting things that you're just seeing more and more 646 00:28:41,240 --> 00:28:44,200 capability. I think last week Shopify just 647 00:28:44,200 --> 00:28:50,040 allowed just enabled metafields to be used as filters in, in 648 00:28:50,040 --> 00:28:52,200 their analytics. So you're going to start to see 649 00:28:52,200 --> 00:28:54,480 more apps put more of their data in there. 650 00:28:54,480 --> 00:28:56,120 Your Shopify reporting is going to get stronger. 651 00:28:56,400 --> 00:28:59,000 Psychics can get stronger. It's just a really, I think a 652 00:28:59,000 --> 00:29:02,560 really bright future for, you know, operators that are 653 00:29:02,560 --> 00:29:04,880 thoughtful about how they're, they're building their brand, 654 00:29:04,880 --> 00:29:06,920 they're building their site and they're approaching their 655 00:29:06,920 --> 00:29:08,680 customers and segmenting their customers. 656 00:29:09,800 --> 00:29:11,720 Yeah, yeah. And I, I think, I mean, bringing 657 00:29:11,720 --> 00:29:15,080 it back to e-mail, the amount of questions you could ask Sidekick 658 00:29:15,080 --> 00:29:16,840 about like segmentations and things. 659 00:29:17,360 --> 00:29:19,640 One, one thing I love about AI is you can ask it a closed 660 00:29:19,640 --> 00:29:22,080 question, which is like what's my mobile versus desktop 661 00:29:22,080 --> 00:29:25,040 conversion rates and order values and all that sort of 662 00:29:25,040 --> 00:29:26,600 stuff. But you can also ask it an open 663 00:29:26,600 --> 00:29:29,000 question, can't you? And say, based on my current 664 00:29:29,000 --> 00:29:32,280 segmentation of customers, like you could ask Sidekick and based 665 00:29:32,280 --> 00:29:34,240 on my current segmentations, have I segmented them right? 666 00:29:34,240 --> 00:29:37,240 Am I missing something that is there any data in my customers 667 00:29:37,480 --> 00:29:41,200 like in my customer data that means I should e-mail or 668 00:29:41,200 --> 00:29:44,640 advertise or optimize the site differently as a result? 669 00:29:45,000 --> 00:29:47,120 And it, it will start to give you some incredible insights 670 00:29:47,120 --> 00:29:50,000 like the percentage of people that put a gift note with their 671 00:29:50,000 --> 00:29:51,560 order. And it's like we're a gifting 672 00:29:51,560 --> 00:29:52,640 business and we didn't even know. 673 00:29:52,640 --> 00:29:55,680 We just thought we were selling products, but how? 674 00:29:55,680 --> 00:29:57,920 I mean, how's AI changing the way people actually engage with 675 00:29:57,920 --> 00:29:59,800 e-mail as well? Like we've spoken about the 676 00:29:59,800 --> 00:30:03,400 emails arriving in inboxes. How's AI changing both the way 677 00:30:03,400 --> 00:30:06,680 customers engage with e-mail and then therefore come and shop? 678 00:30:07,440 --> 00:30:09,040 Yeah, yeah. That's interesting. 679 00:30:09,400 --> 00:30:13,320 I think the e-mail piece is, is the one that I have been most 680 00:30:13,880 --> 00:30:16,800 curious about personally. You know, it's, it's tough. 681 00:30:18,280 --> 00:30:21,200 My, my poor wife, every time she's shopping online, I'm 682 00:30:21,200 --> 00:30:23,440 saying, oh, how'd you get there? What do you, what do you see on 683 00:30:23,440 --> 00:30:24,960 this page? You know I can't never turn it 684 00:30:24,960 --> 00:30:26,120 off. Yeah, I do the same. 685 00:30:26,640 --> 00:30:28,280 Which e-mail? What did you like about that 686 00:30:28,280 --> 00:30:30,480 e-mail? And so I've been spending a lot 687 00:30:30,480 --> 00:30:33,760 of time in my own inbox watching the AI summaries. 688 00:30:34,840 --> 00:30:37,840 And I think that that's something that people are going 689 00:30:37,840 --> 00:30:41,840 to have to retrain. So, you know, for, for the past, 690 00:30:41,840 --> 00:30:44,280 we've had our subject line or our preview text, right? 691 00:30:44,280 --> 00:30:46,360 And the preview text is our little teaser that we're putting 692 00:30:46,360 --> 00:30:48,520 in there. And we've been hearing for years 693 00:30:48,520 --> 00:30:51,040 that eventually that preview text is going away and the, the 694 00:30:51,040 --> 00:30:52,440 inbox is just going to make their own. 695 00:30:53,600 --> 00:30:57,640 But I haven't seen people adopt that or adjust to that just yet. 696 00:30:58,400 --> 00:31:00,640 One of my favorite ones that I was looking at yesterday was 697 00:31:01,000 --> 00:31:04,920 even Nike. So, you know, it's it the, the 698 00:31:05,640 --> 00:31:11,600 preview text is kids, children promotion denim available free 699 00:31:11,600 --> 00:31:14,840 shipping over 50. And then I start to open that up 700 00:31:14,840 --> 00:31:16,440 and I say, all right, what are they looking at here? 701 00:31:16,840 --> 00:31:18,200 How are they deciding what's in that? 702 00:31:18,200 --> 00:31:21,400 Because that's, that is a big, you know, difference that you 703 00:31:21,400 --> 00:31:24,320 can stand out in the inbox because of that, that little 704 00:31:24,320 --> 00:31:27,640 teaser line, right? And So what I'm starting to find 705 00:31:27,640 --> 00:31:30,440 is that folks that are they're not using clear text. 706 00:31:30,440 --> 00:31:33,800 They're that preview text, that AI summary is just missing the 707 00:31:33,800 --> 00:31:37,400 mark completely. So you know, the in terms of 708 00:31:37,400 --> 00:31:41,520 design and how you can control that clear language, really 709 00:31:41,520 --> 00:31:43,040 calling out the products that you want. 710 00:31:43,280 --> 00:31:45,640 It's going to summarize those and it's going to highlight what 711 00:31:45,640 --> 00:31:47,600 it thinks is the most impactful thing. 712 00:31:47,600 --> 00:31:51,160 So don't bury your promotion, don't bury the the your 713 00:31:51,160 --> 00:31:53,680 products. Don't bury that It's a it's a 714 00:31:53,680 --> 00:31:55,520 brand new or limited time or restock. 715 00:31:55,760 --> 00:31:57,840 You know a lot of those, and we were talking about it earlier 716 00:31:57,840 --> 00:32:01,760 when people are trying to work around and, you know, put 717 00:32:01,760 --> 00:32:04,720 misleading subject lines and misleading content about your 718 00:32:04,720 --> 00:32:07,400 order ships soon and you know what order I didn't order and 719 00:32:07,600 --> 00:32:10,880 they're like, exactly you didn't order yet, but you should, you 720 00:32:10,880 --> 00:32:15,360 know, those only work for so long, But the the reality is 721 00:32:15,440 --> 00:32:17,600 limited time run or limited inventory. 722 00:32:17,600 --> 00:32:20,760 Those are real things that hey, that thing that you looked at 723 00:32:20,760 --> 00:32:23,160 is, is in there. And there are a couple different 724 00:32:23,160 --> 00:32:25,360 ways that you you play into that. 725 00:32:25,360 --> 00:32:29,200 There's the, the browse and the abandonment automations, but 726 00:32:29,200 --> 00:32:32,920 really making sure that your design and your copy are very 727 00:32:32,920 --> 00:32:36,280 scannable, you know, give the, the bots the information that 728 00:32:36,280 --> 00:32:39,720 they're looking for. The second part of that is, you 729 00:32:39,720 --> 00:32:42,560 know, we've been at Saguna, we've been doing this for years 730 00:32:43,640 --> 00:32:46,880 and we're starting to see Gmail catch up and turn it on for a 731 00:32:46,880 --> 00:32:48,880 while. But there's a, a shopping 732 00:32:48,880 --> 00:32:51,920 feature in the promotions tab called Gmail annotations where 733 00:32:51,920 --> 00:32:56,560 they will actually look and grab key products and the expiration 734 00:32:56,560 --> 00:32:58,000 of that. And they put all of that 735 00:32:58,000 --> 00:33:00,440 directly into the preview. So you don't even have to open 736 00:33:00,440 --> 00:33:03,240 up the e-mail in order to see what the product is, what the 737 00:33:03,240 --> 00:33:05,800 discount is. We do that automatically. 738 00:33:05,800 --> 00:33:09,920 But you know, AI determines if they are going to render that or 739 00:33:09,920 --> 00:33:11,880 not. If you haven't looked into Gmail 740 00:33:11,880 --> 00:33:16,240 annotations, really cool thing. Definitely an overlooked feature 741 00:33:16,240 --> 00:33:20,280 and a big benefit to anybody that's really afraid of the, the 742 00:33:20,280 --> 00:33:23,480 promotions folder or how AI is scanning it. 743 00:33:24,160 --> 00:33:26,800 I think those are the big ones. The the other piece that you 744 00:33:26,800 --> 00:33:29,840 know, we're seeing more of again, is is that feedback loop 745 00:33:29,840 --> 00:33:31,840 that we were talking about earlier, how people are engaging 746 00:33:31,840 --> 00:33:33,920 it with your emails. If you're getting the opens, the 747 00:33:33,920 --> 00:33:38,000 clicks, you know, if you're really trying to get your emails 748 00:33:38,000 --> 00:33:41,840 into primary, you want them to think about, well, why would 749 00:33:42,280 --> 00:33:44,040 Nick's e-mail be a primary my inbox? 750 00:33:44,040 --> 00:33:46,000 It's because Nick and I will exchange a bunch of emails. 751 00:33:46,400 --> 00:33:49,800 So asking for things like feedback in an e-mail of hey, 752 00:33:49,800 --> 00:33:51,880 we're so excited that you just made your first purchase. 753 00:33:52,320 --> 00:33:54,160 Please respond here, let me know how it goes. 754 00:33:54,200 --> 00:33:57,400 Send me a picture of your, your beautiful new piece of furniture 755 00:33:57,400 --> 00:34:00,920 that you just purchased or the, you know, the new outfit or 756 00:34:00,920 --> 00:34:03,880 anything that we can do to try to get that authentic again, 757 00:34:04,560 --> 00:34:07,880 authentic engagement is going to help with the inbox placement 758 00:34:07,880 --> 00:34:10,520 there and how people are engaging with that. 759 00:34:10,520 --> 00:34:14,239 So I I found an amazing. Campaign just off the back of 760 00:34:14,239 --> 00:34:16,600 that well you just said I found an amazing campaign a while ago 761 00:34:16,600 --> 00:34:21,159 where there was an automatic e-mail that went out and it and 762 00:34:21,159 --> 00:34:23,719 it you can decide which side of this line it's on that like you 763 00:34:23,719 --> 00:34:25,960 know thank you for your purchase oh you haven't purchased yet or 764 00:34:25,960 --> 00:34:28,800 like or whether it's on the side of the line of going like that. 765 00:34:28,800 --> 00:34:31,719 It's just really nice engagement when you talk about trying to 766 00:34:31,719 --> 00:34:36,120 get the the customer to reply from their inbox to, you know, 767 00:34:36,120 --> 00:34:39,440 to to your e-mail debate domain to build that, that two way 768 00:34:39,440 --> 00:34:42,639 connection. They had an it went out from 769 00:34:42,639 --> 00:34:44,800 someone in customer service. It was a real person and they 770 00:34:44,800 --> 00:34:47,360 would alternate who it came from on the emails, but it would come 771 00:34:47,360 --> 00:34:50,199 out and it would just be like a very simple like, Hi Brian, I 772 00:34:50,639 --> 00:34:52,040 hope you're well. I just wanted to check your 773 00:34:52,040 --> 00:34:53,840 order arrived. OK and that everything was 774 00:34:53,840 --> 00:34:56,199 packaged well. Could you let me know what you 775 00:34:56,199 --> 00:34:58,520 thought of it? And that was it. 776 00:34:58,720 --> 00:35:00,480 But they had that as like a, they're 10 people in the 777 00:35:00,480 --> 00:35:02,120 customer service team. And it was just also between the 778 00:35:02,120 --> 00:35:05,080 10 people. Oh, it's such a simple, fast, 779 00:35:05,200 --> 00:35:09,720 easy way to get that engagement. And I, I thought it was great 780 00:35:09,720 --> 00:35:11,600 just to start a conversation. But as you've described, like 781 00:35:11,840 --> 00:35:15,680 with AI filtering the inbox now that means you're, it's like, 782 00:35:15,680 --> 00:35:18,160 oh, look, this brand's emailing Brian again, it's like, put it 783 00:35:18,160 --> 00:35:20,040 straight at #1 in the inbox. And I think it's such a 784 00:35:20,040 --> 00:35:22,560 powerful. Oh, absolutely. 785 00:35:22,560 --> 00:35:24,760 And that that customer. Experience, you know, there's, 786 00:35:24,800 --> 00:35:27,720 there are so many positive benefits from that, right? 787 00:35:27,720 --> 00:35:30,520 There's the cut the repeat customer rate, I'm sure shot up 788 00:35:30,520 --> 00:35:33,320 sky high. You know, the, the marketing 789 00:35:33,320 --> 00:35:37,920 efficiency shot up the open rate probably jumped because those 790 00:35:38,200 --> 00:35:40,240 those emails are landing better for those customers. 791 00:35:40,240 --> 00:35:43,440 But, you know, those are things that we've always said that we 792 00:35:43,440 --> 00:35:45,080 need to take better care of our customers. 793 00:35:45,080 --> 00:35:48,640 But now AI is kind of holding us to those best practices, right? 794 00:35:50,120 --> 00:35:52,400 It doesn't have to be anything crazy revolutionary. 795 00:35:52,480 --> 00:35:55,560 That's just something checking in that you would say, hey, I 796 00:35:55,560 --> 00:35:57,520 care about my customers, I'm going to respond to them. 797 00:35:57,520 --> 00:36:00,720 They respond to me and I says, oh, this is a good interaction. 798 00:36:00,720 --> 00:36:02,000 Absolutely. They'll bump it right up to the 799 00:36:02,000 --> 00:36:03,960 top of the top of the inbox there. 800 00:36:04,680 --> 00:36:05,080 Yeah. Yeah. 801 00:36:05,080 --> 00:36:06,640 My. Something had fascinated me. 802 00:36:06,640 --> 00:36:08,320 I haven't looked at it yet, but my wife ordered something a 803 00:36:08,320 --> 00:36:12,200 couple of weeks ago and it was like a very sentimental gift for 804 00:36:12,200 --> 00:36:15,040 like several people in the family and she'd ordered 805 00:36:15,040 --> 00:36:17,800 multiple of them and only one arrived and the pack slip said 806 00:36:17,800 --> 00:36:20,760 she was due multiple of them and she sort of phoned customer 807 00:36:20,760 --> 00:36:22,040 service and she was a bit grumpy. 808 00:36:22,040 --> 00:36:24,040 But about a minute into the conversation on the phone, she 809 00:36:24,040 --> 00:36:26,080 was like, she's like, oh, you're going to send me another one 810 00:36:26,080 --> 00:36:29,320 next day delivery and a discount codes like, oh, thank you. 811 00:36:29,320 --> 00:36:30,520 So she was a bit grumpy at first go. 812 00:36:30,760 --> 00:36:32,360 I've ordered these like I need them quickly. 813 00:36:32,360 --> 00:36:34,120 They're like, don't worry, another one will be with you 814 00:36:34,120 --> 00:36:36,840 tomorrow. I what was fascinating she then 815 00:36:36,880 --> 00:36:38,960 she didn't like the next day I saw her browsing their website 816 00:36:38,960 --> 00:36:40,000 going maybe we should buy some other stuff. 817 00:36:40,520 --> 00:36:44,080 And I wondered how many people have had a bad experience, but 818 00:36:44,080 --> 00:36:47,040 then customer service have put a Cape on and saved the day so 819 00:36:47,040 --> 00:36:48,720 quick. There's actually because of the 820 00:36:48,720 --> 00:36:51,000 engagement. And this is like it's, if you 821 00:36:51,000 --> 00:36:53,000 did it over e-mail, you would get that same thing we're 822 00:36:53,000 --> 00:36:55,520 describing of that reciprocal e-mail conversation that, and 823 00:36:55,520 --> 00:36:58,080 then the spam filters and AI filters go like there's another 824 00:36:58,080 --> 00:36:59,680 e-mail from your favorite. Like you e-mail them all the 825 00:36:59,680 --> 00:37:01,040 time. Like, you know, like these guys 826 00:37:01,040 --> 00:37:02,960 emailed you again. And it's, it's actually a sales 827 00:37:02,960 --> 00:37:04,640 e-mail going like, Hey, buy some new products. 828 00:37:04,840 --> 00:37:07,240 But it's like the AI is always getting excited going, you 829 00:37:07,240 --> 00:37:08,760 bought a product last time. And here are the featured 830 00:37:08,760 --> 00:37:10,320 products that I pulled out into the preview. 831 00:37:10,320 --> 00:37:13,960 Like it's really, really smart. But I just thought, yeah, I I 832 00:37:13,960 --> 00:37:16,080 haven't looked at any clients yet, but I wonder how many have 833 00:37:16,080 --> 00:37:18,640 like made a return, contacted customer service and the 834 00:37:18,640 --> 00:37:21,880 lifetime value is now higher. Not that you should do always 835 00:37:21,960 --> 00:37:24,240 never send enough products or deliberately send the wrong 836 00:37:24,320 --> 00:37:27,800 product out or something. That's but I mean, last 837 00:37:27,800 --> 00:37:31,160 question, like if we come down to land on this, and I love 838 00:37:31,160 --> 00:37:32,800 questions like this, it's always I love that. 839 00:37:32,800 --> 00:37:34,320 Like if you're going to start out questions. 840 00:37:34,320 --> 00:37:37,320 So Brian, you're an e-commerce brand, you're starting out from 841 00:37:37,320 --> 00:37:38,360 scratch. You're like, right, I'm 842 00:37:38,360 --> 00:37:40,120 obviously going to you're obviously going to use Saguno. 843 00:37:40,120 --> 00:37:42,480 There's no question about that. Best software in the world going 844 00:37:42,480 --> 00:37:46,280 to use Saguno. So you plug Saguno in to be as 845 00:37:46,520 --> 00:37:49,320 AI friendly as possible. And it's to be as streamlined 846 00:37:49,320 --> 00:37:51,720 with AI as possible with the whole e-mail process getting in 847 00:37:51,720 --> 00:37:53,040 people's inbox. But you're obviously you're a 848 00:37:53,040 --> 00:37:56,280 new brand, you're starting out. What are you thinking in terms 849 00:37:56,280 --> 00:37:57,720 of how you're going to approach it? 850 00:37:57,720 --> 00:37:58,880 What sort of stuff are you going to do? 851 00:37:58,880 --> 00:38:01,160 And certainly people listening here, like I might change e-mail 852 00:38:01,160 --> 00:38:03,520 providers where I just started recently or we've been going for 853 00:38:03,520 --> 00:38:05,400 years, but we want to hit the reset button an e-mail like, 854 00:38:05,840 --> 00:38:07,480 what would you do first? Where would you start? 855 00:38:07,480 --> 00:38:09,640 What you thinking about? Oh man. 856 00:38:11,280 --> 00:38:13,880 Well, first of all, I think I'm going to do, I'm going to have 857 00:38:13,880 --> 00:38:16,160 to come back and we're going to have to do marketing lessons we 858 00:38:16,160 --> 00:38:18,720 learnt from our partners. You know, we're just going to be 859 00:38:18,720 --> 00:38:21,760 the shopping behavior of, of our wives and how those work out. 860 00:38:21,760 --> 00:38:27,520 But let's say I'm, I'm starting a, a new E com brands and I'm 861 00:38:27,520 --> 00:38:30,760 starting the e-mail program. I think there are a couple of a 862 00:38:30,760 --> 00:38:32,480 couple of pieces that I'm looking for. 863 00:38:34,520 --> 00:38:37,520 And really what I'm going to try to do is hammer on engagement. 864 00:38:39,240 --> 00:38:43,440 You know, the the AI tools give us so much option for for 865 00:38:43,440 --> 00:38:47,680 personalization in creating content faster than ever before. 866 00:38:49,400 --> 00:38:52,240 And So what I'm what I want to do is I want to find the best 867 00:38:52,240 --> 00:38:55,040 way to get them the most relevant message there. 868 00:38:55,720 --> 00:38:58,080 And this isn't this isn't a brand new, you know, here's a 869 00:38:58,400 --> 00:39:00,600 whole new thing behind it. It really just goes again back 870 00:39:00,600 --> 00:39:03,360 down to to that best practice, right. 871 00:39:03,360 --> 00:39:07,680 So it's not every customer is a in a monolithic, you know, box. 872 00:39:07,680 --> 00:39:11,080 They all are the exact same. No, I, I get one e-mail, you get 873 00:39:11,080 --> 00:39:12,360 1 e-mail. We have different tastes and 874 00:39:12,360 --> 00:39:14,640 preferences. So asking your customers that. 875 00:39:14,880 --> 00:39:19,400 So I'm going to try to get more of their preference from, from 876 00:39:19,400 --> 00:39:21,960 that sign up point, even when they come in. 877 00:39:21,960 --> 00:39:24,520 And then I'm going to start to pull in all that different data 878 00:39:24,520 --> 00:39:29,280 that Shopify is looking for. So lately I've been having fun 879 00:39:29,280 --> 00:39:32,160 with Sidekick of saying, find me all the customers who view this 880 00:39:32,160 --> 00:39:34,520 product or purchase this product or have this tag. 881 00:39:34,840 --> 00:39:37,800 And I'm building these more dynamic groups so I get a better 882 00:39:37,800 --> 00:39:41,640 view of the customer. I think that's the big thing in 883 00:39:41,640 --> 00:39:44,000 terms of how I'm going to start to bring my customers in is I 884 00:39:44,000 --> 00:39:47,040 need to do more with identifying what's most relevant to them. 885 00:39:47,320 --> 00:39:48,880 And it doesn't have to be anything crazy. 886 00:39:48,880 --> 00:39:50,560 Shopify is collecting that data for you. 887 00:39:50,880 --> 00:39:53,120 Just think about what, how you're, you're splitting those 888 00:39:53,120 --> 00:39:56,520 out from there. I'm going to try to make sure 889 00:39:56,520 --> 00:39:58,800 that I'm getting the the first engagement right. 890 00:39:58,800 --> 00:40:00,880 We talked about if you're getting that reply, you're 891 00:40:00,880 --> 00:40:03,680 getting that response. I'm going to really make sure 892 00:40:03,680 --> 00:40:05,600 that the most relevant messages that are set up. 893 00:40:06,760 --> 00:40:09,960 You know, that is going to be the the welcome series that you 894 00:40:09,960 --> 00:40:13,240 know, This is why you want to this is about my brands that you 895 00:40:13,240 --> 00:40:16,840 can trust me, I'm going to have my user generated content, my 896 00:40:16,840 --> 00:40:19,440 authentic content in there. I'm going to be asking people 897 00:40:19,440 --> 00:40:23,320 questions and feedback. But I think there's from there 898 00:40:23,320 --> 00:40:25,360 we can we can get into quite a bit more, right. 899 00:40:25,360 --> 00:40:30,040 So it's about matching what I can do when I'm not working in 900 00:40:30,040 --> 00:40:34,120 the shop and picking and packing boxes with my brand new brand 901 00:40:34,880 --> 00:40:37,040 with what my my strategy can maintain. 902 00:40:38,040 --> 00:40:40,160 But getting yourself on that solid footing, I think is really 903 00:40:40,160 --> 00:40:43,560 just again, collecting better data on who my customers are so 904 00:40:43,560 --> 00:40:45,040 I can get them a more relevant message. 905 00:40:45,880 --> 00:40:49,600 And then leaning into those those most relevant messages for 906 00:40:49,600 --> 00:40:53,800 them, whether that's the the automation series or if when I'm 907 00:40:53,800 --> 00:40:57,000 getting to my newsletters, I'm breaking them out to give them 908 00:40:57,000 --> 00:41:01,200 the the more relevant products. So yeah, I'd almost. 909 00:41:01,560 --> 00:41:04,080 I guess if I had to summarise what you, what you've said, I 910 00:41:04,080 --> 00:41:07,520 guess in one single action, if if like emails completely alien 911 00:41:07,520 --> 00:41:10,040 to someone, if because I agree with you on like automation 912 00:41:10,040 --> 00:41:11,760 flows and stuff. But then I guess it's a level of 913 00:41:11,760 --> 00:41:14,880 like you've got to be educated enough to know how to set up a 914 00:41:14,880 --> 00:41:16,720 flow and what flows you're looking for and that kind of 915 00:41:16,720 --> 00:41:18,200 thing. I'd almost say like the first 916 00:41:18,200 --> 00:41:21,560 100 or even 1000 orders that come in, do some of the things 917 00:41:21,560 --> 00:41:23,360 you've said, but almost just do them manually. 918 00:41:23,360 --> 00:41:26,280 Just like literally send them an e-mail and be like, hey, you are 919 00:41:26,280 --> 00:41:29,360 my first customer, congratulations. 920 00:41:29,360 --> 00:41:32,840 And and say that up until the 100th, hey, you're our 83rd 921 00:41:32,840 --> 00:41:34,640 customer. We have just launched. 922 00:41:35,240 --> 00:41:37,600 Please could you send me as much feedback as possible on your 923 00:41:37,600 --> 00:41:40,000 product that you bought? So I'd love to know everything, 924 00:41:40,000 --> 00:41:42,240 what you use it for, what's bad about it? 925 00:41:43,000 --> 00:41:45,560 Please let me know. And always try and keep that in 926 00:41:45,560 --> 00:41:48,000 the DNA of the business as much as it then starts to grow. 927 00:41:48,040 --> 00:41:51,760 Is that that whole thing? Say, yeah, I, I, I met a founder 928 00:41:51,760 --> 00:41:53,280 a while ago. It was for a tech company. 929 00:41:53,280 --> 00:41:55,520 But I said to him, like, what's the biggest challenge you've got 930 00:41:55,520 --> 00:41:56,960 at the moment? And he said, he said, you know 931 00:41:56,960 --> 00:41:58,440 what? I'm happy to put the hours in 932 00:41:58,600 --> 00:42:01,480 and I'm happy to like graft my way through this kind of first 933 00:42:01,480 --> 00:42:04,000 growth stage. But he said, I don't know what 934 00:42:04,000 --> 00:42:07,000 to focus the graft on. Like do I make the products 935 00:42:07,000 --> 00:42:08,280 incredible and people just find it? 936 00:42:08,280 --> 00:42:10,200 Do I focus on sales and marketing, even the products not 937 00:42:10,200 --> 00:42:12,040 very good? Like, and it was this whole kind 938 00:42:12,040 --> 00:42:13,960 of balance. And I sort of said to him, I was 939 00:42:13,960 --> 00:42:16,760 like, get the product to a point where it just works and then 940 00:42:16,760 --> 00:42:19,200 convince someone somewhere to use it. 941 00:42:19,200 --> 00:42:20,880 And you can either go for a numbers game where you could 942 00:42:20,880 --> 00:42:24,320 just do, you know, just get that one customer who believes in it 943 00:42:24,640 --> 00:42:26,320 and say, like, you can have it for free. 944 00:42:26,320 --> 00:42:29,280 If I can get a case study, like we shouldn't be commerce widers 945 00:42:29,520 --> 00:42:32,160 have have some free products. If I can get some reviews and 946 00:42:32,160 --> 00:42:35,120 some feedback back and I want every three months when you let 947 00:42:35,120 --> 00:42:38,120 me know how it's going, like for the first year and I'm and as 948 00:42:38,120 --> 00:42:40,840 long as I can use your name as content, like, you know, Jill 949 00:42:40,840 --> 00:42:43,120 bought this product and she said this, this and this about it 950 00:42:43,120 --> 00:42:44,960 and, and therefore we've modified it to do this. 951 00:42:44,960 --> 00:42:47,400 It's like now there's something people to actually engage with 952 00:42:47,400 --> 00:42:49,920 with that same product launch. So but I love what you say, like 953 00:42:49,920 --> 00:42:52,760 just getting those things set up initially and trying to get that 954 00:42:52,760 --> 00:42:54,640 reciprocal engagement before anything else. 955 00:42:54,640 --> 00:42:57,320 I think makes a lot of sense on it. 956 00:42:57,320 --> 00:42:59,080 Brian, thank you so much for joining. 957 00:42:59,080 --> 00:43:00,720 Appreciate. Yeah, we're going to do this 958 00:43:00,720 --> 00:43:01,920 quick fire questions every week now. 959 00:43:01,920 --> 00:43:03,520 So future guests, you've been warned. 960 00:43:03,520 --> 00:43:04,840 I'm going to come out with some new ones. 961 00:43:04,840 --> 00:43:06,680 I've already written 2 down we're going to use next time. 962 00:43:07,160 --> 00:43:09,160 But Brian, thank you so much. If people are listening to this 963 00:43:09,160 --> 00:43:10,840 and going, all right, Saguna sounds amazing. 964 00:43:10,840 --> 00:43:12,920 There'll obviously be a link in down down below in the 965 00:43:12,920 --> 00:43:16,280 description, but how else can people reach out with you guys, 966 00:43:16,280 --> 00:43:18,400 engage with you guys? Obviously there's webinar next 967 00:43:18,400 --> 00:43:19,920 week, but how can people reach out and kind of have a 968 00:43:19,920 --> 00:43:22,440 conversation with yourself? Yeah, absolutely. 969 00:43:22,440 --> 00:43:24,040 We'd love everyone to to. Start a trial. 970 00:43:24,600 --> 00:43:26,280 There you go. No, no commitment there. 971 00:43:26,560 --> 00:43:29,920 Built directly into Shopify. So you can go to seguno.com and 972 00:43:29,920 --> 00:43:32,400 you can learn more about us there or you can find us in the 973 00:43:32,400 --> 00:43:35,800 Shopify App Store. Just search for Seguno S e.g. 974 00:43:35,800 --> 00:43:40,280 Uno Seguno e-mail marketing. And if you have any questions, 975 00:43:40,280 --> 00:43:42,760 you know, you put a put a question through to the team. 976 00:43:42,760 --> 00:43:46,120 It's going to land in now my inbox or, or one of the team 977 00:43:46,120 --> 00:43:49,160 members here. We really love working with with 978 00:43:49,160 --> 00:43:51,040 all of our merchants and and learning more about them. 979 00:43:52,080 --> 00:43:55,040 So yeah and then I hope to hope to see you guys at the webinar 980 00:43:55,040 --> 00:43:56,320 next week. Sounds like it should be a lot 981 00:43:56,320 --> 00:43:58,640 of fun for us. Amazing, And I'm so excited for 982 00:43:58,640 --> 00:44:00,400 the webinar because it's. One of the few webinars I've not 983 00:44:00,400 --> 00:44:02,280 had to prepare anything. I'm just hosting, which is 984 00:44:02,280 --> 00:44:05,200 great. So Brian and Ryan, which rhymes, 985 00:44:05,200 --> 00:44:07,240 which is awesome, but Brian from Tax Club joining us as well and 986 00:44:07,240 --> 00:44:08,400 Brian there. So if you want to come hang out 987 00:44:08,400 --> 00:44:10,400 with us and there'll be some live Q&A and stuff as well. 988 00:44:10,400 --> 00:44:12,320 So if you guys want to actually engage and if you've got a 989 00:44:12,320 --> 00:44:14,280 burning questions, nothing to do what we're talking about next 990 00:44:14,280 --> 00:44:17,520 week, then do let us know next week's theme as well. 991 00:44:17,520 --> 00:44:19,680 Hidden threats that may be costing you big. 992 00:44:20,520 --> 00:44:22,560 We've put a bit of an American on the end with the word big. 993 00:44:22,560 --> 00:44:24,960 One of my English clients was like, why have we got that? 994 00:44:24,960 --> 00:44:27,560 Is that? But yeah, come along guys. 995 00:44:27,720 --> 00:44:30,360 There's so much that could threaten a business this year. 996 00:44:30,600 --> 00:44:32,320 We're going to be uncovering some of the bits certainly in 997 00:44:32,320 --> 00:44:34,320 there in the tax space and also in the e-mail space as well. 998 00:44:34,320 --> 00:44:36,640 But thank you so much Brian for joining us today It's been 999 00:44:36,640 --> 00:44:39,040 amazing thanks for everybody else tuning in from home. 1000 00:44:39,160 --> 00:44:40,440 We wouldn't be doing this without you guys. 1001 00:44:40,440 --> 00:44:42,160 It'd be a completely pointless exercise and I certainly 1002 00:44:42,160 --> 00:44:44,240 wouldn't put this much energy and time in and hope you can 1003 00:44:44,240 --> 00:44:46,560 join us again next week. I will be back again on Tuesday 1004 00:44:46,560 --> 00:44:49,120 with Tuesday tea break talks and we've got some incredible guests 1005 00:44:49,120 --> 00:44:50,840 lined up. There's a few face to face 1006 00:44:50,840 --> 00:44:52,400 studios. We've tide as well around town 1007 00:44:52,400 --> 00:44:53,480 in London. So we're going to be in some 1008 00:44:53,480 --> 00:44:55,200 really cool content over the next few months. 1009 00:44:55,480 --> 00:44:57,040 And we're going to be at conference in May, which I'll 1010 00:44:57,040 --> 00:44:59,000 talk about more as we get closer to that as well as you come meet 1011 00:44:59,000 --> 00:45:00,960 me if you're in the US. But thanks joining him back 1012 00:45:00,960 --> 00:45:03,480 again on Tuesday. This episode of winning Shopify 1013 00:45:03,480 --> 00:45:06,400 is brought to you by tax cloud. It's the busiest time of year 1014 00:45:06,400 --> 00:45:08,600 for e-commerce. Your stores buzzing, orders 1015 00:45:08,600 --> 00:45:10,120 flying in and growth is at an all time high. 1016 00:45:10,120 --> 00:45:13,320 But with all that momentum can come new sales tax exposure that 1017 00:45:13,320 --> 00:45:16,320 you might not even see coming. That's why now is the perfect 1018 00:45:16,320 --> 00:45:18,560 time to take a closer look at how you're handling sales tax 1019 00:45:18,760 --> 00:45:20,680 and make sure your business is set up for the growth that 1020 00:45:20,680 --> 00:45:22,560 you've earned. Tax Cloud as our trusted partner 1021 00:45:22,560 --> 00:45:25,880 for sales tax compliance built for growing Shopify brands. 1022 00:45:25,880 --> 00:45:28,680 They handle regulations, filings, and ongoing compliance 1023 00:45:28,680 --> 00:45:32,400 working directly with the states on your behalf across the US so 1024 00:45:32,400 --> 00:45:34,200 you can stay focused on running your store. 1025 00:45:34,200 --> 00:45:36,520 They've got a five star rating in the Shopify App Store and 1026 00:45:36,520 --> 00:45:39,280 listeners winning Shopify get free migration and boarding when 1027 00:45:39,280 --> 00:45:41,400 you make the switch. To apply for that and learn 1028 00:45:41,400 --> 00:45:44,040 more, you can go to taxcloud.com/winning. 1029 00:45:44,040 --> 00:45:47,120 That's taxcloud.com/winning.