Boost Your Holiday Sales with These Email and SMS Strategies

[00:00:00] Richard Gaffin: Hey folks, welcome to the Ecommerce Playbook Podcast. I'm your host, Richard Gaffin, Director of Digital Product Strategy here at Common Thread Collective. And I'm joined today. A first-time guest is very, very exciting for us at the pod, Mr. Tommy Lamb, who's the Director of Email and SMS here at Common Thread Collective, and he's here to talk with us today about specifically how you want to approach those two channels. And your attention channels broadly as we get into this holiday season. So first off, Tommy, what's going on, man?

[00:00:27] Tommy Lamb: Oh, just heads down, getting ready for Q4. You know, it's the make or break for a lot of our clients and really excited to review the new features that platforms are offering leading into holiday and how to make that work hardest for your brand.

[00:00:42] Richard Gaffin: That's right. There we go. All business. All right. So let's get into it. So there's three kind of broad categories that I think we're going to talk to today when it comes to how to prep, make sure your email sort of system is fully prepped for this period. So one, we're going to be talking about. Data integrity, making sure your data is as clear as possible. We're going to be talking about some specific tactics around email, like some little tweaks that you can make that will really sort of grow the opportunity that you have over this period. And then finally, some going over maybe some specific features of clients like Klaviyo that you can use to elevate your email game. In this season. So Tom, let's kick it off with in kind of before we hit record here, we were talking a bunch about data integrity. So let's talk about that a little bit. Like, what do you need to know and think about when it comes to data clarity over the season?

[00:01:25] Tommy Lamb: Yeah. You know, when, when preparing for a big event like Black Friday, Cyber Monday, or any other high volume campaign one of those most critical areas to focus on is your data strategy and the email tactics that you will use to Leveraging that that data with advancements in the email marketing platforms like Clavio also powered by a I a lot more now you have access to more sophisticated tools that can help you get ahead of the curve.

Let's break down some some key tactics and features. So one leverage data segmentation and and not even that, but how actionable is the data that you have on hand? Something so simple as knowing the average amount of time from email sign up to first purchase and how that changes both on an aggregate level, but also seasonally.

Does it does it speed up during holiday? Does it not? If it doesn't, does it not? Can it should it how do we how do we adjust our flows? Let's say a welcome series that might be 10 days long, but the average purchase delay from opt into 1st purchase is 7 days. Maybe the welcome series should adjust to that cadence.

But certainly something to test into. So you have. You have your, your data pool and hopefully you trust it. Hopefully it's your single source of truth. And from there, you can really identify what like the top three to five categories are that you would want to hyper personalize and hyper segment into.

So, segment smartly is, is really what it boils down to. Are you leveraging historical behavior where it counts? I know that holiday is kind of a unicorn when it comes to testing and, and correlation and causation. But. If you have the data and then the historical tenure to analyze multiple holidays, then go from that and let that inform your personas and your segments.

Something really easy to call out is, you know, if you have a typical like four hour or day delay on one of your purchase, abandon or browse, abandoned flows, holiday is the time to shorten all of those windows to 30 minutes, an hour, because. Chances are people who are browsing your site, carting items thinking about purchasing, that decision is going to be made a lot more quickly in November, December than it would on other months.

And that, again, is data that you probably have in your system if we can just access it and analyze it.

[00:03:50] Richard Gaffin: So let's talk about, well, I was going to quickly ask about like data. So we talked a little bit maybe about the idea of like data integrity, like how can you know that you can trust your data sources? And is there a way to make sure that there's clarity there? So let's maybe let's talk about that.

[00:04:06] Tommy Lamb: Yeah, it's it all. It all comes back to testing. I look at testing is kind of a bracket sort of structure. I'm not the biggest sports guy, but a from what I understand. It's like, it's like a sports bracket where you start with your biggest head. Swings. You want to fail big and win big as early as possible, right?

Especially with the time crunch of holiday looming. But as you go through these tests and you, and you test against the control and iterate and learn, you turn that, that blunt bat into more of a scalpel by, by the end, you're much more able to identify what works, what doesn't what data you can trust, how close in parity are you to your platform reporting that you, that you rely on, maybe it's GA4.

But what we found also in the backend of Klaviyo in the settings, there is a attribution modeling tool that they released recently. And if you're frustrated that Klaviyo inflates revenue numbers compared to GA4, and you just don't know what the truth is or where the multi touch attribution model should sit.

fall. That will help you run a lot of different scenarios without actually pulling the trigger and hopefully get you close to a single source of truth leading into holiday.

[00:05:18] Richard Gaffin: Gotcha. So let's talk, you had mentioned a little bit some of the specific data points to look out for. So the one being like, I guess that would be the average purchase time after first touch or whatever, in terms of your like reengagement flow and shortening it. But is there anything else along those lines that you should look out for kind of going into the season when it comes to data points?

[00:05:36] Tommy Lamb: Yes. So if you're traditionally segmenting your email and SMS channels or owned or retention channels, depending on on what you what you like to call them It's it's really no longer sufficient to segment those people based on channel only metrics. Like I'm talking opens and clicks, especially because anybody with an iPhone has their opens count because it's downloaded and opened on the server first before it even reaches your eyeballs.

Now, I think that there's a lot of. Juice to squeeze or or even wallflowers to identify by incorporating certain site engagement metrics. Like, when was the last time they visited your page? When was the last time they purchased? When did they last cart an item? When did they sign up for loyalty program or perhaps even expanded from email to SMS?

Those people may not engage with the brand in a traditional 90 day open click process. Perspective, but they are secretly brand advocates and engage with the brand on a regular basis. So, identifying them is is really essential.

[00:06:43] Richard Gaffin: Gotcha. Okay. Then I think like that, I mean, that's maybe a good segue point then to some more of the specific tactics that you can employ over the season. So you talked about one that I think is fascinating, which is the idea that like the time or that one should shorten your abandoned cart flow because the amount of time between somebody adding something to a cart sitting back to think about thinking about.

Think about it. And then going back in to purchase is much, much shorter of the holiday season. So what are some other tactics specific to behavior in, in the BFCM period that we can sort of think about going into this time?

[00:07:17] Tommy Lamb: I think it's really a mess if you're not leveraging owned channels to better inform your paid side of the house, because if you need to you know, reach your, your customer lookalikes, let's say, and you're not sure if the pink ad or the red ad is going to do better. Why not? Pull out a small sample size of your email customers and ask them, see which one has a higher response rate.

This way you have a quote unquote free channel that is helping to maximize your row as for otherwise costly channels. On top of that, you have new tick tock integration that many email platforms are rolling out or already have. And let's be honest, that platform is still at a. Epic growth rate and something that shouldn't be overlooked or ignored.

New SMS SMS opt in features like smart opt in or single click. Let you acquire more customers more quickly with less friction and doesn't interrupt that purchase flow that they're that they may already be in because of the high traffic holiday. time period. I think another opportunity is low inventory alerts or back in stocks, especially around key, maybe market leaders or even cash cows.

Also an opportunity to feature what we call hidden gems. So products that have a high conversion rate when they're seen, except they don't get any marketing dollars to push them. And so you can actually leverage that as an inventory mover without Maybe attaching as big of a offer on it because it sells itself, so to speak.

So you can preserve margin that way as well. Another thing is, is hopefully you've been doing some promotion affinity testing over the course of the year and have a rough idea of who needs 10 percent to convert, who needs 15, who needs 20. And you can, and there's light at the end of the tunnel too.

And, and I know it's, it's crazy to say, but to not do site wide testing. At some point, of course, diving for dollars during November, December is probably not the time to try that. But in the post holiday hangover to cure some of those ailments highly targeted promotions, incentivizing new and or lapsed behaviors can really move the needle.

[00:09:25] Richard Gaffin: Gotcha. That's interesting. So like we, I was kind of looking back on, on the way that we framed email strategy in previous years. And I wanted to kind of get your thoughts on maybe how that's changed or maybe it hasn't or whatever, because in the past, you we've said something along this line, these lines, right?

The two highest impact levers you have are having your whatever for mini peak offers. And we're talking about there's seven peaks in this season. So that's kind of beside the point, but the second one is just sending more emails, period. And that was the general advice. So are there any, is there any nuance to that?

Is that still true? Or like, what, what are your thoughts on that?

[00:09:58] Tommy Lamb: Yes and no. So it's easy to send more emails. That's that is not a A hard thing to do, and it doesn't necessarily require additional strategy or tactics as much as just a new creative asset, or maybe a new subject line. But ideally, what we want is to realize more revenue percent. For this channel, which would indicate channel efficiency and and an audience, health you there is there is a nuance to that because you will be sending more emails a in terms of The just the daily cadence will likely increase, you know Many brands go from every other day to daily or multiple times a day for the week of black friday cyber monday Which is totally fine.

But what I love to do is at the very very end of those big You Sight wide moments is expand the audience file as much as is safe depending on your reputation and and deliverability score, but it's a wonderful way to capitalize on the good graces of the engaged traffic that you're already getting, which is keeping your reputation high and then kind of do a passive reactivation or a soft reactivation of otherwise lapsed audience members who.

Are more likely to respond to that richer offer. And you can message them without taking the reputation hit as as badly because of the other spike in traffic that you're currently marketing to.

[00:11:25] Richard Gaffin: Actually, that's okay. So that's interesting. So break that down because part part of the reason I say that is like, The, the number one objective we've gotten in the past or objection, rather, we've gotten in the past is that idea that like, if I send more emails, it'll hurt my reputation, essentially hurt deliver ability.

It'll hurt whatever I'll get on subscribers, whatever the case may be now. So it's interesting breaking down this distinction between like what a passive or soft reactivation looks like. And you're saying that the potential impact on your. List health is less because there's a spike in engagement over here with the currently engaged customers, something along those lines.

[00:12:00] Tommy Lamb: Yes. And of course, this is dependent on your segmentation strategy and your list hygiene tools that you've implemented over the year. There's, there's a number of things to watch out for. You have bounces, which I want to call out as a default automations or flows or journeys that are out of the box in the platforms that we use do not necessarily come with settings to suppress bounces or bots automatically.

Okay. And so that that's something you you want to roll out across your touch points and make sure that we're not sending a welcome email to someone that doesn't exist, someone that is long gone or someone that doesn't even have a properly entered or functioning email. Another thing is there's a lot of different information out there around how to build a proper bot suppression segment, which then you can.

Every week or every month, depending on how much it grows, move that into a suppression file. So you're not sending to these robot emails. Let's say that would otherwise hurt you hurt your reputation that. Coupled with hopefully some insight around. Okay. This is my cohort that wants to receive emails every day.

This is my cohort that wants every other day. And this is my cohort that wants once a week from there. And within those degrees of engagement, you can then ramp your sending and your audience segmentation accordingly.

[00:13:25] Richard Gaffin: That's interesting. Okay. So it's, so let's say like the daily, the people who are more, who respond, let's say to daily sense, or let's say the people who respond to every other day sense during this period, you could get away with daily sense. Maybe for the daily sense, you could get away with multiple times a day.

Is that the idea of how you would think about ramping?

[00:13:43] Tommy Lamb: Basically, I mean, of course, all of this is taken with a testing grain of salt. Like I wouldn't want to go in immediately and just be like, all right, we're instead of every other day, we're going to do daily tough luck. I would want to have maybe a week or two of testing that leading up to holiday. So then we can, we can gauge, okay, if we move from every other two daily, if we double the volume, it has a correlation to opt outs of, let's say an increase in 10%.

Well, that's. That's a, that's a ratio I'm willing to accept because if I'm doubling the volume, but only losing an additional 10%, that's, that's not too bad of a hit. I'm still going to net net more eyeballs on the emails and therefore more traffic on the site and ultimately more orders.

[00:14:28] Richard Gaffin: Yeah. Interesting. How do you, like, what are you looking at then to determine? The how you're segmenting the, maybe the, the receptivity of an audience member of the audience, I guess, or your email audience to two cents. Right. So how are you determining like this person is a three times a week person.

This person is a daily person. 

[00:14:48] Tommy Lamb: Yeah,

[00:14:48] Richard Gaffin: judge that by? 

[00:14:49] Tommy Lamb: Your your typical in email engagement metrics around open clicks conversion. And then, of course, the negative remarks, spam complaints, opt outs and bounces. So, for example, I would. Want to test into someone who, who was receiving emails every Monday, Wednesday, Friday, and we were going to move them into a test segment to send daily.

The best case scenario is you see email send volume go up 100%, but then you see opens go up 120 percent and clicks go up 110%. If you see the, if you see the engagement metrics increase at a higher rate as you move through the funnel, then your initial increase. In top funnel volume, that is a strong indicator that the audience segment is highly engaged and hungry for more because they're getting they're getting twice as much from you, but they're giving you even more than that back in terms of.

Traffic and engagement and hopefully conversion as well.

[00:15:52] Richard Gaffin: Yeah. Okay. Fascinating. Okay. So in, in terms of like, just staying on this topic of specific tactics, specific changes that broadly speaking are a good idea coming up through the Black Friday season. Anything else that you can identify that would be sort of like critical to make sure in place?

[00:16:11] Tommy Lamb: Yes. So you have, you have your shortening of the flows in terms of delays. I think it's a great opportunity to lean into some of the new AI features in terms of like flows AI. You can literally ask the email platform to. Build you a flow that doesn't exist for you already. That that can be a major needle mover if depending on the maturity of your program.

I think another, another great opportunity is around subscriber growth and retention, right? So there, this is a, this is a time where the amount of engagement and ultimately feedback you can get from your customer is at an all time high because they are great. They are coming to you for a purpose, they have a vision in their mind of what they want.

Are you addressing that vision accordingly? What kind of feedback is customer service getting? Is there anything that that we can flag or monitor in that side of the house that could inform this this program and avoid that feedback loop delay? I think another really, really cool thing around you know, Pricing typically is not a, a win to include in an email.

I think if I, if I think back to my 20, yeah, no, yeah. Like a couple of decades of experience, whenever I've ran a test in terms of including price in an email versus not no price always wins because I like to think of emails as kind of a billboard when you're driving down the. The cyber highway.

If you, if you put too much information on that billboard, A, it can't be read quickly enough. So it loses its effectiveness. And B, you, you don't want to give them so much information. They don't have to take the exit and go into the store and check it out. Email is ultimately kind of a flash in the pan.

Like, it is read for 3 to 5 seconds on average. So if you have a. Very complicated message or or multiple messages. I would I would definitely suggest prioritizing the key points and making it as consumable as possible for the widest audience as possible. Another another great opportunity, I think, is is around just preserving margin.

Like, why not? It can be a year round exercise, not something you have to throw out with the bath water in in Q4. But we. We have enough data historically to begin to develop cohorts or personas around how much discount will be needed to incentivize whatever action that we're going for in a perfect world, any sort of public message or site wide is integrated completely into your loyalty touchpoints, your flow automations, which, by the way, is an easy update.

You just make a. Global universal asset that you can swap in and out. And it's a one click and updates across all of your automated touch points, but you want to have any sort of margin margin compromising offer, which would be, you know, a deep discount for holiday, you need to be able to match that.

That that impact on your on your bottom line with enough volume to offset it. So if it's, it's, it's funny when, when you, you see a band or, or if, or if you're on agency, a client that has a really great, compelling holiday offer, but they don't want to be too loud about it. Whoa. They're, it's definitely not going to work as hard for them as it could because they're not going to move the amount of volume to compensate for the margin impact.

So if, if you're going to go sitewide, go big, scream it from all, all the rooftops and integrate it into everything. But if you're not, if you're trying to avoid sitewides and be more targeted, then it's, it's a long road of testing, but it can be very meaningful. I've worked with clients where we've been able to sunset sitewides completely.

And never do any again. Other clients, we've been able to step away from like 30 percent and focus more on 25 and 20 and it moved just as much incremental revenue as as the larger site wide. Another point with that in terms of timing 11 day promos probably will not work as hard for you as a 5 promo.

Of course, it depends on the brand and the industry, but it's hard to maintain newness and freshness and engagement when you have something going on for two weeks. Like, I don't know about you, but we're all consumers and I can't begin to think of ways to make that as compelling as this weekend only, or, you know, 48 hours.

And what's, what's great about that is typically we see Five days bringing in as much incremental revenue as a 10 day promo. But what's cool is that from the customer perspective, if it makes the brand more premium, because now there are fewer days on promo. If you're a brand that is a reseller of other brands, it makes your partnerships.

Happy because now you're discounting their brand less and they get to preserve their brand image. And it gives you a whole other level of variety and levers to pull in terms of, okay, Tuesday, Wednesday, Thursday, this will be an online only offer Friday, Saturday, Sunday. This will be an omni channel offer because people have time to go into store.

I think another, another easy, easy win is to include those shipping cutoffs early. Often and as clearly as possible. And, and you know, when you're approaching the end of the end of that time period, it's all about gift cards. It's all about digital transactions and whatever they can get to be a stocking stuffer, if you will.

A lot of times you might be browsing for, for an item and you put it in your cart and you go to check out, and then it's, oh, damn, we can't get it till the 27th. It would've been nice to know,

[00:21:46] Richard Gaffin: Hmm. Yeah, no, that makes it that's that's that's interesting. I think particularly like, I love that point around building in the urge or rather that they're being sort of diminishing returns to like a long time window around

your offer. Because for sure, that's I think in the world of like, let's say working out the amount of incremental, like muscle gains you get from working out. Five times a week is much like it's essentially the same as if you worked out three or four, right? And so I think that there's like there's some similarity here around Yeah, maybe five

days max and beyond that 

[00:22:17] Tommy Lamb: Transcription 

[00:22:18] Richard Gaffin: So again, that, that kind of brings it, I bring it up. It kind of pushes against that idea broadly of just send more emails all the time. It's just about how you kind of think about the windows in which you send them and just making sure that you're sort of tracking what, I don't know what the returns

are going to be on those specific windows. I guess it's interesting.

[00:22:39] Tommy Lamb: another thing just to call out,

[00:22:40] Richard Gaffin: Oh, go ahead. Go ahead.

[00:22:41] Tommy Lamb: Oh if, if you are on a platform, an email platform that offers low inventory alerts or back in stock alerts I would highly recommend that you check that the boilerplate settings, because oftentimes it's a unit of 1 and it notifies everybody at once. So if you have one mattress that came back in stock, but you have 10, 000 people on the.

Notify list. That's going to be a really negative experience for those 9, 999 people. If you adjust it to, let's say, 10 units and then you notify five customers every hour, that's going to be a much better experience for everybody all around. You'll still sell through the product. The people that that are that receive a back in stock message will not feel duped.

[00:23:26] Richard Gaffin: Interesting. Okay, cool. I think, I mean, I covers a lot of bases. This is all good stuff. I think like, let's yeah, Let's segue real quick then into, because you've already alluded it to it throughout kind of some of the tactics you've been giving, which is the new, various like new tools that you can use in some of these platforms.

So you mentioned like, let's say AI support in Klaviyo some of the, like the data functionality that you get from Klaviyo, but like what other tools should you be looking out for as you think about this period?

[00:23:55] Tommy Lamb: Yeah, it's There's there's just an ever evolving list of bells and whistles and tools to try like you can have AI build new segments for you that that perhaps would have taken someone who's certified in audience segmentation a day to build it. You can. Just conversationally type what you're looking for, and it will give you a rough draft of it.

And you can, of course, tweak and massage as needed, but another another component is additional behavioral tracking that Shopify offers as an integration to a lot of email platforms. Shop Clayview is one of them. I, and, and I wanted to caveat, you will click save. In the integrations settings between Klaviyo and Shopify, for example.

But until you go into that setting and click like, I forget what it is. It's confirmed or that actual tracking won't be turned on yet. Another thing if you have the opportunity to track anonymous profiles as they're browsing your site, but have yet to opt into email and you're worried about paying for profiles that you don't need or, or what have you.

Rest assured. You don't pay for profiles until they are actual email subscribers, but I'm a big fan of creating those anonymous profiles because then if and when they do opt in, you have a wealth of personalization options at your fingertips to target them immediately rather than waiting days or weeks to figure out what they want and what they like, and then and then segment accordingly.

I think another, another great opportunity that is often overlooked is. It can be a drip campaign, you know, if you have a big event going on, it starts Thursday, and then you have another send for Friday. Well, you could also hit non openers in the afternoon on that same day, because theoretically.

They're still engaged, right? If your, if your audience segment has been adjusted appropriately and they just may be PM people in a perfect world, you know, the amount of discount to give everyone, you know, roughly if they're an AM or a PM email, you know, Engager, which, by the way, can be different than an email buyer.

People might open and click and add to cart on like from their bed in the morning and then not purchase until they're in the office on a desktop at like 2 p. m. So keep that in mind to decide what success is for, for you, respective to your brand and, and your goals. I think, Making everything as as friction free as possible, whether it's turning on shop lead gen integration, which I think we're all familiar with that little purple app that auto populates all of your information by texting you for numbers when you go to purchase something that's a dream when you're in the holiday checkout rush all the way to new and more efficient SMS opt in options.

Another thing I love to do is use exit modals, but not for exiting, but for kind of like a cross sell upsell. Let's say you have a group of people who have 500 or more in their cart, and that over indexes them, putting them in the one in the top 1 percent of your audience segments. Well, what's the harm in hitting them with a card abandoned modal that is kind of like grabbing somebody before they leave the room, as opposed to after they leave the room and saying, here's a Extra 10 percent or here's expedited shipping.

If you want to preserve a brand value and you know that you can give that away because they already have a cart that is hundreds and hundreds of dollars over what your average customer spends I think that's, that's underutilized and another, another fun tool is you have the modal that pops up for acquisition and you want to get as many people during the last two months of the year as possible.

But. Let's say they don't like your, your signup offer, that they want something else. You can serve a persistent like footer banner that just follows you around as you browse. It's not, it's not obtrusive. It's not in the way it could even integrate into the top header of your, of your website. But that way you could say, okay, you didn't like the 20 percent off.

If you give us your email, but maybe you'll like expedited shipping as we approach. Key holiday cutoff dates and we can put that in the banner and maybe that will get you to enter your email and SMS. There's just a wealth of, of opportunity around testing and figuring out what motivates your customer.

[00:28:21] Richard Gaffin: Yeah, well, yeah, no, it sounds like the sort of summary of what all the tools do is just provide you like, really, really precise segmentation. And so I think I'm sort of curious, like, at what point does it become just like, in terms of like, email list size or whatever, let's say for like, a smaller brand, at what point does it become Worth the time. To figure out that level of segmentation. And maybe is there a way to sort of like, what's the most, if you're not segmenting in any way, let's say for like somebody who's like a relatively small brand, they're just starting out. What's like the first segmentation that you should do, I guess, if that makes sense, right?

Like, like to, like, when do you begin to think about segment segmenting this precisely?

[00:29:03] Tommy Lamb: I think it, it starts with profile attributes. So a lot of platforms give you the opportunity to append a user's profile with prefers SMS, prefers email converts at 20 converts at 10. And you literally just drop them into the flow as, as it were. And as they move through the different touch points in your program, further fleshes out and enriches their profile.

And so ideally, you know, Or do you have a general idea of gender? If you have a multi gender product line, if not, don't worry about it. If you have SMS and email, do we have a general idea of which channel these people prefer to be messaged on? Ideally, we do or are working our way towards it and holiday is a great time to push further into that because then you save money on send, on not sending SMS if you don't need to.

Because you know those people only engage on email. Another, another great thing to, to start with is obviously have they purchased? Have they not? Have they, have they signed up for email and carded an item versus signed up for email and never carded? What was different about that group? Versus the ones that that did cart.

And how can we, how can we move that forward? Oftentimes it's a user review featured in an abandoned card email rather than 10 percent off because social proof is far more compelling nowadays than than, you know, Tax to sell,

[00:30:28] Richard Gaffin: Yeah. Yeah. That makes sense. So it's about then the first step being just like. Putting things in place to begin gathering that data, to begin getting the information on who the person is and how they buy, essentially.

[00:30:40] Tommy Lamb: what it, what it will take to get them to buy, where to talk to them about buying and you know, what their, what their relationship is to the brand initially, and how to massage that,

[00:30:52] Richard Gaffin: all right. Awesome. I think, so I think like, let's kind of summarize or thinking about everything we've just discussed, right? Think about approaching your email for holiday. What is the one thing that you would suggest our audience do? Like what's the most important, crucial thing that you can put in place for your email going into holiday.

[00:31:13] Tommy Lamb: You are a mark, you are a marketer, but you're also a consumer. If it feels funny to you. It is. If it feels good to you, it will feel good to your consumers. Like we're not in a vacuum here. Like we respond to the same basket building, buy more, get more offers that we're marketing to our consumers. We just do it with a little bit of cynicism.

You know, but, but really, To summarize smart segmentation, like know as much as you can, as soon as you can and test against it constantly personalization at scale there, you can't just personalize for the sake of personalization. It has to be helpful and relevant to that customer. Otherwise don't do it.

Because personalization just to do it is actually more harmful than not having personalization to begin with lean on as much as you can. We're not going. No brand has the money to have a room full of email marketers. So a lot of a lot of our clients, a lot of you out there are probably one man shops.

In terms of, of retention marketing or just digital marketing. And you wear a lot of hats, let AI help you with that. I think making sure that your deliverability and your reputation is set and as, as pristine as possible going in, cause then you can kind of, you know, lean into certain areas and tactics more when, when you need to, and to reactivate those, those customers.

Also integrate across social integrate across paid whenever you can, because these channels are, as I said, quote unquote free or often considered free by by brands and can really help maximize your your paid row as and then focus on urgency and timing wherever you can, that includes reducing the delay and flows that includes reducing the flight duration of site wide offers, hopefully altogether and and keeping that urgency and freshness.

Thank you. As as prevalent as possible,

[00:33:06] Richard Gaffin: Yeah, there you go. All right. So you met your data, make sure that you include urgency. And what, if there was a third point, how would you summarize it?

[00:33:15] Tommy Lamb: a personalization of scale.

[00:33:17] Richard Gaffin: Personalization skill? That's right. Okay. Perfect. All right. So those three things, those are the big takeaways. I think that'll do it for us for this week.

That was a wealth of information, Tommy. Super appreciate it. And if you guys want the mind of Tommy on your business. You know where to find us. It's common thread, co. com. Hit the high risk button, drop a note. We would love to talk to you more about executing your holiday strategy for you. All right, folks, that'll do it for us.

We'll see y'all next week. Take care.

[00:33:43] Tommy Lamb: Thank you.