1 00:00:00,068 --> 00:00:03,308 Well, hello and welcome to the e commerce podcast with 2 00:00:03,308 --> 00:00:05,358 me, your host, Matt Edmundson. 3 00:00:05,558 --> 00:00:10,998 We are in our August little series here where we're talking about lessons 4 00:00:10,998 --> 00:00:15,918 that we have learned from our cohort workshop experts and explain more 5 00:00:15,918 --> 00:00:18,018 about what cohort is in just a minute. 6 00:00:18,018 --> 00:00:22,258 But first let me welcome my sidekick for these conversations, uh, the 7 00:00:22,258 --> 00:00:24,658 show's producer, uh, Sadaf Beynon. 8 00:00:24,708 --> 00:00:25,058 Did you like that? 9 00:00:25,518 --> 00:00:26,198 The sidekick. 10 00:00:26,198 --> 00:00:26,628 I liked it. 11 00:00:27,188 --> 00:00:27,438 Yeah. 12 00:00:27,438 --> 00:00:27,718 Yeah. 13 00:00:29,683 --> 00:00:30,893 Sadaf the sidekick. 14 00:00:30,923 --> 00:00:31,473 Oh, yes. 15 00:00:31,483 --> 00:00:32,623 So welcome to the show. 16 00:00:32,633 --> 00:00:33,273 It's great to have you. 17 00:00:33,853 --> 00:00:38,723 Uh, if you are watching the podcast, you will notice that I'm wearing the 18 00:00:38,723 --> 00:00:43,323 same t shirt that I wore last week because it is a fairly, it's a fairly 19 00:00:43,323 --> 00:00:44,773 distinctive t shirt that I'm wearing. 20 00:00:45,233 --> 00:00:47,573 I'm wearing a tie dye Goonies t shirt. 21 00:00:48,003 --> 00:00:50,563 Um, and that's, if I'm honest, that's because we're batch recording. 22 00:00:50,563 --> 00:00:51,973 It's not because I only have one t shirt. 23 00:00:52,523 --> 00:00:54,733 Uh, and so we're doing episode four today. 24 00:00:54,733 --> 00:00:56,563 And after we've recorded this, we are going to do next week's 25 00:00:56,563 --> 00:00:58,303 episode, episode five straight after. 26 00:00:59,243 --> 00:01:03,053 Uh, just full disclosure, I'm full, uh, full honesty, full 27 00:01:03,053 --> 00:01:05,623 transparency, because you know we like to be fully transparent here. 28 00:01:06,323 --> 00:01:10,493 Um, so yeah, so why don't you, uh, explain what cohort is set up this 29 00:01:10,493 --> 00:01:12,833 week, because I think I've probably talked about it enough, and I think 30 00:01:12,833 --> 00:01:15,438 people want to hear your voice more than they want to hear mine, so go for it. 31 00:01:17,368 --> 00:01:22,508 Um, so cohort is a series of, uh, workshops that we do. 32 00:01:22,518 --> 00:01:24,198 Am I getting this right? 33 00:01:24,198 --> 00:01:24,778 We need to cut this. 34 00:01:25,978 --> 00:01:27,228 I'm totally not cutting this. 35 00:01:30,518 --> 00:01:32,358 You are cutting this because I am I just 36 00:01:32,358 --> 00:01:33,908 need another coffee right now. 37 00:01:34,878 --> 00:01:37,148 So I'm like, what is going on right now? 38 00:01:37,148 --> 00:01:37,608 This 39 00:01:38,588 --> 00:01:40,948 is really, so ladies and gentlemen, let me explain what's going on. 40 00:01:42,518 --> 00:01:44,118 Sadaf does actually know what cohort is, I do want to be clear. 41 00:01:46,388 --> 00:01:46,608 Oh my gosh. 42 00:01:46,908 --> 00:01:49,128 Um, but, Sadaf and I were scheduled to record these podcasts. 43 00:01:49,758 --> 00:01:53,628 And, um, she's in Canada at the moment, on an extended vacation. 44 00:01:53,648 --> 00:01:56,368 I'm in England, so the time zones have screwed her up a little bit. 45 00:01:56,388 --> 00:02:00,498 And so, we were due to start, and Sadaf sent me a text message saying, I am 46 00:02:00,498 --> 00:02:02,678 really, really sorry, I have overslept. 47 00:02:02,678 --> 00:02:02,698 So. 48 00:02:03,408 --> 00:02:06,298 turned up to the, to the call like 30 minutes late. 49 00:02:06,948 --> 00:02:09,628 And bless you, the coffee's not quite kicked in yet, has it? 50 00:02:10,408 --> 00:02:12,928 It hasn't, no, I'm so sorry. 51 00:02:12,928 --> 00:02:13,388 I'm so 52 00:02:13,388 --> 00:02:13,618 sorry. 53 00:02:14,298 --> 00:02:17,648 It's just that level of professionalism that I quite like. 54 00:02:18,178 --> 00:02:21,958 So we'll see whether that final cut makes it into the podcast because 55 00:02:21,958 --> 00:02:24,638 Sadaf is in fact the show's producer, has the power to cut those things. 56 00:02:24,638 --> 00:02:27,143 Me, I'm going to leave it in, but that's just me. 57 00:02:28,193 --> 00:02:29,733 I'm not, I'm not hitting the pause button. 58 00:02:30,033 --> 00:02:30,863 We're just going to carry on. 59 00:02:31,323 --> 00:02:35,193 So if you are tuning in for the first time, we are a little 60 00:02:35,193 --> 00:02:37,583 bit more professional than this on the e commerce podcast. 61 00:02:37,613 --> 00:02:41,553 We are having a little bit of fun to be fair over the August episodes where Sadaf 62 00:02:41,573 --> 00:02:43,633 and I are just chatting about lessons that we've learned from the cohort. 63 00:02:45,548 --> 00:02:50,368 Cohort, by the way, uh, Sadaf Beynon the Butcher, Beynon the Butcher, 64 00:02:54,538 --> 00:03:01,518 uh, is a monthly mastermind group that we run and every month we, uh, we have. 65 00:03:04,378 --> 00:03:07,738 Uh, we have experts come in, uh, people that we know from the world of e commerce. 66 00:03:07,738 --> 00:03:10,378 They come in, they do a workshop, super practical, super helpful. 67 00:03:10,758 --> 00:03:15,068 And all we're doing is talking about some of the lessons that we have learned on 68 00:03:15,208 --> 00:03:16,768 e commerce, from the e commerce cohort. 69 00:03:17,038 --> 00:03:19,038 If you'd like to know more about e commerce cohort, do 70 00:03:19,068 --> 00:03:22,628 check out ecommercecohort. 71 00:03:22,628 --> 00:03:22,658 com. 72 00:03:22,748 --> 00:03:24,988 You can find out all the information that you need to know there. 73 00:03:25,328 --> 00:03:27,388 And if you're in e commerce, do come and join us. 74 00:03:28,028 --> 00:03:28,468 Right. 75 00:03:29,668 --> 00:03:32,608 That is a slightly more professional introduction. 76 00:03:33,378 --> 00:03:33,588 Yeah. 77 00:03:33,588 --> 00:03:34,208 Thank you, Matt. 78 00:03:35,498 --> 00:03:36,328 I think we rescued that. 79 00:03:36,328 --> 00:03:37,388 I don't think anyone noticed. 80 00:03:38,178 --> 00:03:39,118 No, not at all. 81 00:03:43,778 --> 00:03:44,958 Come on sidekick, wake up. 82 00:03:44,958 --> 00:03:50,608 So let's, let's talk about what workshop are we talking about today? 83 00:03:50,968 --> 00:03:55,538 So we're talking about email marketing, which was delivered by Daniel Budai. 84 00:03:55,548 --> 00:03:58,888 He's also been on, um, on the podcast as a guest as well. 85 00:03:59,508 --> 00:04:07,308 Yes, Budai, Dan, uh, Dan from Budai Media, um, delivered a workshop called the 10. 86 00:04:07,988 --> 00:04:10,558 Commandments of email marketing, I think was the exact title. 87 00:04:11,278 --> 00:04:13,458 Um, and this was great. 88 00:04:13,468 --> 00:04:18,288 And I remember this because of the, the opening, uh, slide from his presentation 89 00:04:18,288 --> 00:04:21,068 was Moses standing there with tablets, you know, the 10 commandments. 90 00:04:22,178 --> 00:04:23,848 Uh, and so I thought that was very good. 91 00:04:23,868 --> 00:04:25,668 And that sort of stuck into my head. 92 00:04:26,158 --> 00:04:28,358 Um, so yeah, he's, he did the 10 commandments of 93 00:04:28,358 --> 00:04:29,508 email marketing, didn't he? 94 00:04:30,008 --> 00:04:32,188 Um, and so he went through these 10 things. 95 00:04:32,188 --> 00:04:35,288 And again, on Cohort, the way it works is you go through 96 00:04:35,288 --> 00:04:37,078 this workshop, super practical. 97 00:04:37,598 --> 00:04:41,828 And my advice to everybody doing it is listen, pick four, no more than four 98 00:04:41,848 --> 00:04:43,228 things that really stick out to you. 99 00:04:43,228 --> 00:04:43,708 Because. 100 00:04:44,243 --> 00:04:47,723 Um, your brain won't really cope with more than four. 101 00:04:47,723 --> 00:04:49,793 You're a bit like sat at first thing in the morning without coffee. 102 00:04:49,793 --> 00:04:50,453 It's just not working. 103 00:04:52,573 --> 00:04:53,533 not working as it should. 104 00:04:54,043 --> 00:04:57,853 Um, but stick with four, um, uh, or less. 105 00:04:58,123 --> 00:05:00,223 Uh, is the, is the, is the tip. 106 00:05:00,223 --> 00:05:01,723 Three to four is, is usually a good thing. 107 00:05:01,723 --> 00:05:03,918 You can normally work on three to four things on your business 108 00:05:03,918 --> 00:05:04,348 that month. 109 00:05:04,368 --> 00:05:06,498 So you would have listened to Dan's workshop. 110 00:05:06,508 --> 00:05:08,378 You'd have gone through the email marketing, gone, what three or 111 00:05:08,378 --> 00:05:10,678 four things can I implement in my business this month that's going 112 00:05:10,678 --> 00:05:11,898 to have the biggest difference? 113 00:05:11,908 --> 00:05:14,408 It's going to help me move the needle, um, and it's something 114 00:05:14,408 --> 00:05:15,598 that we can consistently do. 115 00:05:15,598 --> 00:05:17,368 So we kind of go through that a little bit. 116 00:05:17,828 --> 00:05:23,148 So yes, Dan's workshop, the 10 commandments of email marketing 117 00:05:23,708 --> 00:05:28,598 so, Matt, maybe we can start by talking about the role of best selling 118 00:05:28,608 --> 00:05:31,258 products in your email marketing. 119 00:05:32,598 --> 00:05:33,938 Yeah, because this came out, didn't it? 120 00:05:33,948 --> 00:05:36,208 This came out in one of his, um, in one of his things. 121 00:05:36,208 --> 00:05:38,908 Dan mentioned this comment, which I thought was really interesting. 122 00:05:38,908 --> 00:05:41,808 And email marketers, listen up, because we're all guilty of this. 123 00:05:42,598 --> 00:05:47,068 His comment was, if people don't buy it online, why are they going to buy 124 00:05:47,078 --> 00:05:48,608 it when you put it in your email? 125 00:05:49,088 --> 00:05:50,958 And so what tends to happen is we... 126 00:05:51,128 --> 00:05:52,858 We have some stock of some products. 127 00:05:52,898 --> 00:05:55,038 People aren't buying it on our website for whatever reason. 128 00:05:55,038 --> 00:05:57,388 So our stock is not going down as quickly as we think it should. 129 00:05:57,948 --> 00:06:00,388 So we then go, I'll tell you what we should do. 130 00:06:00,388 --> 00:06:03,048 We should throw this in an email and email it out to people just to let 131 00:06:03,048 --> 00:06:04,318 them know and see if they'll buy it. 132 00:06:04,998 --> 00:06:09,218 Um, only to discover actually sales of it are pretty low and the conversion rates 133 00:06:09,218 --> 00:06:10,688 on those emails have been pretty low. 134 00:06:11,828 --> 00:06:14,098 And this was something that Dan pulled out from the data. 135 00:06:14,108 --> 00:06:16,958 He's like, if people don't buy it online, they're not going 136 00:06:16,958 --> 00:06:18,298 to buy it from your email. 137 00:06:19,763 --> 00:06:23,573 And so if you want your email marketing to convert, which you do because the more 138 00:06:23,573 --> 00:06:27,683 people that open your email, the more people that read it, the more that signals 139 00:06:27,723 --> 00:06:30,153 to the email providers such as Google. 140 00:06:30,758 --> 00:06:34,958 Gmail being the main one that the email is interesting that people want to read 141 00:06:34,958 --> 00:06:38,948 it that people want to open it So your deliverability rates go up, you know your 142 00:06:39,028 --> 00:06:43,938 your spam Filters go down as such whereas if you just deliver nonsense and people 143 00:06:44,008 --> 00:06:46,508 can't even be bothered to read through because it's like well That's the product. 144 00:06:46,558 --> 00:06:47,728 I didn't want to buy on the website. 145 00:06:47,988 --> 00:06:50,138 It's in the subject line of your email I don't want to buy it now. 146 00:06:50,828 --> 00:06:53,548 Um, i'm not really that interested. 147 00:06:53,948 --> 00:06:58,493 It does have an impact on your Uh email score for one for better expression So 148 00:06:58,493 --> 00:07:02,693 dan was very much like, you know, your best selling products play a pivotal 149 00:07:02,693 --> 00:07:08,513 role in your email marketing Don't just use email marketing to try and sell The 150 00:07:08,523 --> 00:07:12,943 stuff that is pretty rubbish and that no one wants to buy anyway, because it 151 00:07:12,943 --> 00:07:17,283 just doesn't work Uh, and so yeah, that was a role of best selling products. 152 00:07:17,283 --> 00:07:17,963 Does that make sense? 153 00:07:17,963 --> 00:07:18,813 Is that have I answered that? 154 00:07:18,813 --> 00:07:20,988 Okay I think I have. 155 00:07:21,488 --> 00:07:23,108 I'm just reviewing what I've said in my head. 156 00:07:23,108 --> 00:07:24,038 I think that's okay. 157 00:07:24,038 --> 00:07:25,488 I think Dan would be happy with that answer. 158 00:07:26,848 --> 00:07:29,718 So promoting what's already popular is. 159 00:07:29,778 --> 00:07:30,098 Yeah. 160 00:07:30,618 --> 00:07:33,318 Yeah, You're wanting people to buy. 161 00:07:33,458 --> 00:07:34,228 Yeah, yeah. 162 00:07:34,458 --> 00:07:34,658 Yeah. 163 00:07:34,668 --> 00:07:38,458 So go with what is popular, um, rather than just trying to offload your 164 00:07:38,488 --> 00:07:40,498 crap for once for better expression. 165 00:07:40,608 --> 00:07:41,238 Yeah. 166 00:07:41,388 --> 00:07:41,728 Yeah. 167 00:07:42,398 --> 00:07:46,698 So things that aren't as popular where what they just don't appear in. 168 00:07:46,998 --> 00:07:48,528 In the email, but do they do upsells? 169 00:07:49,138 --> 00:07:50,808 Like, how do they, how 170 00:07:50,808 --> 00:07:51,068 do they? 171 00:07:52,518 --> 00:07:54,048 It's not that you can't market those. 172 00:07:54,048 --> 00:07:56,228 I mean, obviously you've got stock and you need to get rid of it. 173 00:07:56,668 --> 00:07:59,068 Um, the, the, it's not that you don't market it. 174 00:07:59,068 --> 00:08:01,658 It's not that you don't try and sell it with your cross sells or your upsells. 175 00:08:01,658 --> 00:08:03,318 It's not that you don't try and put it in bundles. 176 00:08:03,318 --> 00:08:06,028 It's not that maybe you'd take that products and do a gift with purchase. 177 00:08:06,538 --> 00:08:08,118 You maybe rebadge it. 178 00:08:08,118 --> 00:08:09,178 You maybe rebrand it. 179 00:08:09,178 --> 00:08:11,918 You maybe talk about it from a different point of view to try and get people 180 00:08:12,258 --> 00:08:13,868 more interested in the product. 181 00:08:14,398 --> 00:08:16,648 So I get that there are other things that we. 182 00:08:17,123 --> 00:08:19,743 can do and that there are other things that we should do. 183 00:08:20,083 --> 00:08:24,143 I think what Daniel was saying and what I wholeheartedly agree with 184 00:08:24,463 --> 00:08:30,053 is that that product should not be the sole purpose of your email. 185 00:08:30,053 --> 00:08:31,083 And we've done it in the past. 186 00:08:31,083 --> 00:08:34,303 We've had products where we've got way too, we've ordered way too much stock. 187 00:08:34,313 --> 00:08:37,113 We've just got it in and it's not going as fast as some of the other products. 188 00:08:38,083 --> 00:08:40,483 And so we've done emails to try and shift that product. 189 00:08:40,978 --> 00:08:42,838 And it's just fallen flat on its face. 190 00:08:43,208 --> 00:08:49,058 Um, so we've had to do other things to try and get people interested in that product. 191 00:08:49,058 --> 00:08:49,988 To try and move it. 192 00:08:50,288 --> 00:08:53,478 To be a bit more creative than just trying to blank bang it on an 193 00:08:53,478 --> 00:08:54,768 email and hope that people buy it. 194 00:08:54,778 --> 00:08:57,368 Which is, you know, it's never really a successful strategy, is it? 195 00:08:57,378 --> 00:09:01,778 But, um, but that would be, that would be, yeah, um, my advice. 196 00:09:02,338 --> 00:09:04,078 Find other ways to market that product. 197 00:09:04,678 --> 00:09:06,318 There's a thousand other ways to do it. 198 00:09:06,328 --> 00:09:09,088 Just don't rely solely on email. 199 00:09:09,358 --> 00:09:12,378 You know, about that product to be the source of the sale. 200 00:09:13,108 --> 00:09:15,818 Of course, there's going to be someone listening to this because, you know, we've 201 00:09:15,818 --> 00:09:18,918 got a lot of people listen to e commerce podcasts now, thousands of listeners 202 00:09:18,918 --> 00:09:19,968 all over the world, which is awesome. 203 00:09:20,438 --> 00:09:21,678 Wherever you are in the world, you're awesome. 204 00:09:21,738 --> 00:09:22,488 Absolutely awesome. 205 00:09:22,488 --> 00:09:23,498 Love the fact you're listening to the show. 206 00:09:23,518 --> 00:09:24,198 Keep listening. 207 00:09:24,198 --> 00:09:24,868 We do enjoy it. 208 00:09:25,338 --> 00:09:28,758 Um, one of the interesting things is somebody's going to email me 209 00:09:28,778 --> 00:09:31,808 in and go, Matt, you're totally wrong because I had this product. 210 00:09:32,018 --> 00:09:32,948 We couldn't sell it. 211 00:09:32,948 --> 00:09:34,828 I sent an email out and I sold out overnight. 212 00:09:35,373 --> 00:09:37,643 So I appreciate there's going to be the outliers. 213 00:09:37,643 --> 00:09:40,443 I appreciate there's going to be the one that is the exception to the 214 00:09:40,443 --> 00:09:43,113 rule, but it's not the rule itself. 215 00:09:43,393 --> 00:09:46,933 And so it's, it's, again, it's not me saying don't test it or trial it. 216 00:09:47,433 --> 00:09:51,273 It's me just saying, be, you know, ask yourself the obvious question. 217 00:09:51,273 --> 00:09:53,643 If people are going to, aren't going to prepare to buy it online, 218 00:09:54,003 --> 00:09:56,103 are they really going to be prepared to buy it in an email? 219 00:09:57,363 --> 00:09:58,113 I don't think so. 220 00:09:58,273 --> 00:09:58,553 Are they? 221 00:09:59,053 --> 00:10:00,853 So yeah, that was the whole point. 222 00:10:01,553 --> 00:10:01,933 Yeah. 223 00:10:02,043 --> 00:10:02,463 Cool. 224 00:10:02,943 --> 00:10:03,673 Um, all right. 225 00:10:03,683 --> 00:10:04,803 So switching gears a little bit. 226 00:10:05,338 --> 00:10:07,908 He also talked about SMS marketing. 227 00:10:08,558 --> 00:10:11,778 And, um, it's relationship to email marketing. 228 00:10:12,938 --> 00:10:13,188 Yeah. 229 00:10:13,418 --> 00:10:14,248 It's interesting. 230 00:10:14,518 --> 00:10:15,098 Or customers count emails or... 231 00:10:15,178 --> 00:10:18,478 Yeah, no, he, he definitely with SMS, he, you know, talked about 232 00:10:18,478 --> 00:10:20,318 the link with email and SMS. 233 00:10:20,508 --> 00:10:25,198 Um, and I know he's a big fan of doing email and SMS together, um, 234 00:10:25,228 --> 00:10:26,948 and running those campaigns together. 235 00:10:27,438 --> 00:10:30,468 Obviously, you don't send the same information in the SMS that you send in 236 00:10:30,468 --> 00:10:35,278 the email because you've not got that many characters, um, but you can and should 237 00:10:35,278 --> 00:10:37,408 run the campaigns alongside each other. 238 00:10:37,608 --> 00:10:40,948 Um, and don't see them as two mutually exclusive things. 239 00:10:41,553 --> 00:10:45,023 Um, see them as something that's interconnected if you can, uh, and 240 00:10:45,023 --> 00:10:46,133 when you do, you usually get more. 241 00:10:46,513 --> 00:10:50,853 So you get the conversion from, if I just run text messages, I'd get conversion X. 242 00:10:50,853 --> 00:10:52,793 If I just run emails, I'd get conversion Y. 243 00:10:53,183 --> 00:10:57,533 When I run them both together, I don't get X plus Y, I get Z, if that makes sense. 244 00:10:57,533 --> 00:11:00,423 You get something new, which is bigger and better than the, you get 245 00:11:00,423 --> 00:11:01,843 this sort of synergistic effect. 246 00:11:02,743 --> 00:11:05,703 Um, and so, and I know SMS is one of those things that's. 247 00:11:05,888 --> 00:11:07,508 It still scares a lot of people, actually. 248 00:11:07,898 --> 00:11:09,568 It feels a bit cumbersome. 249 00:11:09,568 --> 00:11:12,028 It feels like, I don't know if I want to do that. 250 00:11:12,698 --> 00:11:14,708 Um, I know exactly how you feel. 251 00:11:14,978 --> 00:11:20,828 Um, we today, actually to this very day, just signed off, uh, for one of our 252 00:11:20,828 --> 00:11:23,338 e com businesses doing SMS marketing. 253 00:11:23,748 --> 00:11:25,558 And I've always been a bit twitchy about it. 254 00:11:25,588 --> 00:11:27,358 I know Michelle at the office who heads up that. 255 00:11:27,808 --> 00:11:31,878 A side of the business, she's, she's like, we're going to do SMS marketing, but I've 256 00:11:31,878 --> 00:11:35,098 got this rule, this rule, and this rule that everybody has to sort of listen to. 257 00:11:35,568 --> 00:11:38,748 Uh, and so, yeah, it's, um, it's an interesting one. 258 00:11:39,198 --> 00:11:40,228 It's an interesting one. 259 00:11:40,328 --> 00:11:41,508 SMS marketing and email. 260 00:11:42,338 --> 00:11:42,698 Yeah, 261 00:11:42,968 --> 00:11:46,098 so diversifying those channels, you're getting, you're getting a 262 00:11:46,108 --> 00:11:49,488 whole new, um, batch of customers. 263 00:11:49,488 --> 00:11:53,058 I don't know if the batch is the right word, but, uh, Zed, you're getting Zed. 264 00:11:53,058 --> 00:11:53,378 You're getting 265 00:11:54,868 --> 00:11:55,458 Zed, yeah. 266 00:11:55,958 --> 00:11:56,248 Yeah, 267 00:11:56,558 --> 00:11:57,958 not XOR, you're getting Zed. 268 00:12:00,053 --> 00:12:00,873 Hey, well done. 269 00:12:00,883 --> 00:12:01,333 That's algebra. 270 00:12:16,963 --> 00:12:18,323 First thing in that. 271 00:12:18,403 --> 00:12:23,623 Was there anything else Matt that stuck out to you in that workshop? 272 00:12:23,693 --> 00:12:23,933 Obviously not had his coffee either. 273 00:12:23,943 --> 00:12:24,193 yeah. 274 00:12:24,193 --> 00:12:29,933 I mean, one of the things we've been talking about a lot is Uh, in, in 275 00:12:29,933 --> 00:12:33,453 our company and we're trying to get up and running and it came out again 276 00:12:33,453 --> 00:12:37,033 through this workshop is this whole idea of customer account emails. 277 00:12:38,693 --> 00:12:44,373 What I mean by this is, um, we have got so used to automation now that 278 00:12:44,373 --> 00:12:45,933 we just like everything on autopilot. 279 00:12:45,933 --> 00:12:49,073 So if customer does this, a sequence fires off, you know, they get 280 00:12:49,073 --> 00:12:51,013 10 emails over the next 10 days. 281 00:12:52,293 --> 00:12:55,783 So I have to spend time writing one email, uh, one, the sequence, but 282 00:12:55,783 --> 00:12:56,973 once it's written, it's gone, right? 283 00:12:57,003 --> 00:12:57,693 Dush, the way it is. 284 00:12:58,063 --> 00:12:58,953 All automated. 285 00:12:59,463 --> 00:13:01,573 And news letters, automated, they're just going to go out, 286 00:13:01,593 --> 00:13:02,773 bang, just the way it is, alright? 287 00:13:02,773 --> 00:13:05,873 One email is going to 10, 000 people, or however many people are on your list. 288 00:13:06,973 --> 00:13:11,103 And so, email has become, I think, synonymous in some 289 00:13:11,103 --> 00:13:12,993 respects with quick and easy. 290 00:13:13,183 --> 00:13:16,253 It's like we just want to get it, don't get it out, get it, don't get it out. 291 00:13:19,353 --> 00:13:24,653 Where customer account emails differ and what I'm intrigued by is this old 292 00:13:24,683 --> 00:13:28,113 time print, this old school principle of customer account management. 293 00:13:28,123 --> 00:13:32,513 So pre internet, which I appreciate for some listeners is very hard to imagine. 294 00:13:33,583 --> 00:13:36,843 But I grew up in a world where there was no internet and 295 00:13:36,873 --> 00:13:38,233 the first part of my career. 296 00:13:39,743 --> 00:13:41,473 A lot of it was customer account management. 297 00:13:41,503 --> 00:13:45,263 It was a lot of calling people going, Hello, it's Matt here. 298 00:13:45,313 --> 00:13:46,433 Are you happy? 299 00:13:46,893 --> 00:13:50,323 Um, and just trying to figure out where they are, and if there was anything else 300 00:13:50,323 --> 00:13:54,023 that we could do, or any services or any products that we had that could help them. 301 00:13:54,523 --> 00:13:58,503 So when we were doing saunas and steam rooms, we would, um, contact the 302 00:13:58,513 --> 00:14:00,783 customers and go, Hey, listen, do you want any essence for your steam room? 303 00:14:00,783 --> 00:14:03,023 Which is the stuff they pump in which makes it smell nice. 304 00:14:04,053 --> 00:14:05,163 Uh, it's been six months. 305 00:14:05,433 --> 00:14:07,103 Can we send an engineer out to service it? 306 00:14:07,453 --> 00:14:11,633 And so with customer account, It's that old customer account management. 307 00:14:11,633 --> 00:14:16,753 It's that, how do you, how do you deliver that in a world that is? 308 00:14:17,618 --> 00:14:22,218 Occupied with automation that is just so set on automation. 309 00:14:22,708 --> 00:14:27,378 And so we're looking at ways now to use automation to help us a little bit, 310 00:14:27,718 --> 00:14:31,948 but also to bring back some of that old school customer account management skills. 311 00:14:31,948 --> 00:14:35,818 You know, we're just emailing customers and saying, Hey, so we now do it 312 00:14:36,318 --> 00:14:39,018 where Jen or Michelle or Anna Grace. 313 00:14:39,358 --> 00:14:42,308 So they'll be assigned when we get a new customer, they're assigned a customer 314 00:14:42,308 --> 00:14:44,898 account manager, that customer account manager will send them an email going, 315 00:14:44,908 --> 00:14:49,248 Hey, Anna Grace here, I'm your, uh, account manager, just wanted to reach 316 00:14:49,248 --> 00:14:52,588 out, connect, say hi, you got any questions, then do reach out to me. 317 00:14:52,848 --> 00:14:59,188 And I'll tell you who started doing this, um, that I've noticed, Apple. 318 00:14:59,688 --> 00:14:59,988 Right. 319 00:15:00,098 --> 00:15:03,318 So, um, I am an Apple business customer. 320 00:15:03,408 --> 00:15:05,998 I think I've single handedly keep the share price above 321 00:15:05,998 --> 00:15:07,648 where it is at the moment. 322 00:15:07,708 --> 00:15:09,938 The amount of Apple products we, uh, we purchase. 323 00:15:10,578 --> 00:15:13,908 But we have a, we have a business account, and they have account 324 00:15:13,918 --> 00:15:16,748 managers who call me just every six months, just out of the blue. 325 00:15:17,138 --> 00:15:17,858 Matt, how's it going? 326 00:15:17,858 --> 00:15:18,708 Do you need anything? 327 00:15:19,088 --> 00:15:24,198 And what happens now is, if I want to buy anything from Apple, rarely 328 00:15:24,238 --> 00:15:25,788 do I go on the website to buy it. 329 00:15:26,238 --> 00:15:28,758 Um, I just email my account manager. 330 00:15:29,258 --> 00:15:31,078 Um, whatever his name is. 331 00:15:31,108 --> 00:15:32,468 Let's say Dave for the sake of argument. 332 00:15:32,478 --> 00:15:34,998 Dave, listen, this is what I need. 333 00:15:34,998 --> 00:15:36,818 This is what I need it to do. 334 00:15:36,828 --> 00:15:37,718 What do you reckon? 335 00:15:37,728 --> 00:15:40,688 He's going to email me something back saying this is the spec you need. 336 00:15:41,058 --> 00:15:42,188 Here's the invoice. 337 00:15:42,518 --> 00:15:44,868 Click this link, pay for it and I'll make sure you get it out next day. 338 00:15:45,118 --> 00:15:46,268 I don't have to do anything. 339 00:15:46,268 --> 00:15:48,248 They've sort of taken care of everything for me. 340 00:15:48,838 --> 00:15:52,518 And as a result, I, I mean I'm quite loyal to Apple as it is. 341 00:15:52,788 --> 00:15:54,958 You know, I'm sucked into their ecosystem. 342 00:15:55,498 --> 00:15:56,988 Um, but the fact is that I... 343 00:15:57,608 --> 00:15:59,498 I now have someone that I can talk to at Apple. 344 00:15:59,508 --> 00:16:01,458 So I've made, it's funny, isn't it? 345 00:16:01,458 --> 00:16:04,088 Cause it makes you feel a little bit more connected, a 346 00:16:04,278 --> 00:16:05,708 little bit more special maybe. 347 00:16:06,288 --> 00:16:09,018 Um, and so we're looking at doing this customer account management 348 00:16:09,028 --> 00:16:13,288 email thing, certainly with our high value customers, tying it back with 349 00:16:13,288 --> 00:16:17,438 what we talked about last week or 10 minutes ago about Neil Hoyne. 350 00:16:18,178 --> 00:16:20,288 Um, and. 351 00:16:20,808 --> 00:16:21,168 Do you know what I mean? 352 00:16:21,168 --> 00:16:23,948 Just investing more in your high value clients, so maybe this is one 353 00:16:23,948 --> 00:16:25,218 of the ways that we could do that. 354 00:16:25,248 --> 00:16:29,408 And so, that's a really interesting thing that we're trying, that 355 00:16:29,408 --> 00:16:30,678 we're developing at the moment. 356 00:16:30,678 --> 00:16:31,928 We've tried all kinds of different things. 357 00:16:31,928 --> 00:16:33,548 We're going to keep trying all different types of things. 358 00:16:33,958 --> 00:16:36,838 But I'm really excited about it as a concept because I think it 359 00:16:37,548 --> 00:16:41,608 could work really well if we get it right without being overwhelming 360 00:16:41,628 --> 00:16:43,568 on the customer service team. 361 00:16:44,248 --> 00:16:45,063 It's got to be key. 362 00:16:46,053 --> 00:16:46,943 Yeah, yeah. 363 00:16:47,323 --> 00:16:51,093 Sounds like if, um, if it's done right, it can be an excellent 364 00:16:51,223 --> 00:16:52,893 customer engagement tool, can't it? 365 00:16:53,563 --> 00:16:54,253 Yeah, yeah, it can. 366 00:16:54,563 --> 00:16:54,893 It can. 367 00:16:55,113 --> 00:16:58,323 I just really like the idea of Kelly or whoever, you know, one of our customers 368 00:16:58,323 --> 00:17:00,993 just emailing Anna Grace, going, Anna Grace, listen, I've run out of this. 369 00:17:01,293 --> 00:17:02,483 Can you sort something out for me? 370 00:17:03,113 --> 00:17:06,803 Uh, because she's, you know, in a rush between something or other and Anna 371 00:17:06,803 --> 00:17:08,073 Grace goes, Yeah, Kelly, no problem. 372 00:17:08,073 --> 00:17:08,563 I've sorted it out. 373 00:17:08,563 --> 00:17:09,613 Just click this link. 374 00:17:09,793 --> 00:17:12,533 It'll take you straight through to the, you don't have to log in or anything. 375 00:17:12,533 --> 00:17:14,353 It's going to take you straight through to the payment page. 376 00:17:14,353 --> 00:17:14,543 So you just. 377 00:17:15,683 --> 00:17:16,723 You know, pay with apples. 378 00:17:16,733 --> 00:17:17,763 It's all done and dusted. 379 00:17:18,073 --> 00:17:19,173 Anna Gracey, Matt Kelly. 380 00:17:19,173 --> 00:17:19,723 I've got the order. 381 00:17:19,723 --> 00:17:20,763 It's face gone out today. 382 00:17:20,773 --> 00:17:21,453 Don't panic. 383 00:17:21,453 --> 00:17:22,263 You'll have it tomorrow. 384 00:17:22,903 --> 00:17:29,343 I mean, just something like that, I think would be wonderful, you know, and the 385 00:17:29,343 --> 00:17:31,573 technology is there to make that happen. 386 00:17:31,583 --> 00:17:36,413 So trying to get that work properly is, is, is fun and games is a 387 00:17:36,453 --> 00:17:40,153 technical challenge, um, but I think we're getting there and I 388 00:17:40,163 --> 00:17:41,183 think it'd be an interesting thing. 389 00:17:43,918 --> 00:17:44,978 Yeah, definitely. 390 00:17:45,508 --> 00:17:51,578 Um, so I think we can wrap this episode up and, uh, move on. 391 00:17:51,598 --> 00:17:53,398 So do you want to do your, your thing? 392 00:17:57,788 --> 00:18:02,128 Last episode, if you were listening to the last episode, ladies and 393 00:18:02,128 --> 00:18:04,100 gentlemen, this was where Sadaf just went, we're done, time out, that's 394 00:18:04,100 --> 00:18:05,251 it, let's press the end button now. 395 00:18:05,251 --> 00:18:07,768 And then afterwards she went, oh yeah, wait a minute, you're supposed to do 396 00:18:07,768 --> 00:18:09,248 that whole closing thing, aren't you? 397 00:18:09,758 --> 00:18:12,478 And so, yeah, this is the professional producer here, 398 00:18:12,478 --> 00:18:14,238 ladies and gentlemen, and, um... 399 00:18:16,543 --> 00:18:19,623 We always, and I completely forgot about it as well, to be fair, but yes. 400 00:18:19,713 --> 00:18:21,263 So should we do the professional closing thing? 401 00:18:21,703 --> 00:18:23,363 Thank you so much for joining us. 402 00:18:23,433 --> 00:18:25,853 If you would like to know more about e commerce cohort and how it 403 00:18:25,853 --> 00:18:29,663 can help you and your e commerce business, check out ecommercecohort. 404 00:18:31,093 --> 00:18:31,313 com. 405 00:18:31,313 --> 00:18:33,283 That's all one word, ecommercecohort. 406 00:18:33,333 --> 00:18:35,243 com, it's a whole bunch of information. 407 00:18:35,428 --> 00:18:39,318 on there that will help you, uh, figure it out. 408 00:18:39,418 --> 00:18:41,388 And, uh, of course, if you've got any questions, you can 409 00:18:41,458 --> 00:18:43,538 email in and let us know. 410 00:18:43,908 --> 00:18:48,608 And of course, if no one's told you it's day, Sadaf what do we tell them? 411 00:18:48,638 --> 00:18:49,168 See if you're awake. 412 00:18:49,238 --> 00:18:49,848 Go for it. 413 00:18:50,858 --> 00:18:51,788 You are awesome. 414 00:18:51,918 --> 00:18:52,278 I am awesome. 415 00:18:52,788 --> 00:18:53,788 We're all awesome. 416 00:18:55,908 --> 00:18:57,308 It's just a burden we have to bear. 417 00:18:57,308 --> 00:18:58,238 It's a burden we have to bear. 418 00:18:59,993 --> 00:19:01,013 It's a little catchphrase. 419 00:19:01,033 --> 00:19:01,593 That's right. 420 00:19:01,593 --> 00:19:02,323 We're created awesome. 421 00:19:02,323 --> 00:19:03,603 It's just a burden we have to bear. 422 00:19:03,983 --> 00:19:07,363 So yes, You should do that more often. 423 00:19:07,753 --> 00:19:13,243 Uh, I feel it's um, it's a skill that's definitely Definitely there. 424 00:19:13,273 --> 00:19:15,733 I guess it just needs to be brought out a little bit more maybe a little bit 425 00:19:15,733 --> 00:19:20,973 more practice Well, ladies and gentlemen, that's it thank you so much for joining 426 00:19:20,973 --> 00:19:25,003 us have a fantastic week and I hope you're enjoying your August We will be back 427 00:19:25,003 --> 00:19:30,838 next week for our fifth And final August episode, but until then have a great week. 428 00:19:30,888 --> 00:19:31,348 Bye for now.