Performance Series Episode 2:
How to Keep a Post-Purchase Series Engaging

Hey, everybody. Welcome to the Amarsys performance series. My name is Fred. I'm a technical adoption specialist here at Amarsys. I've got the amazing Nick Odom here with me. We're gonna be talking about how to keep content fresh during our post purchase series. But, Nick, before we dive in, could you just give a quick introduction on who you are, a little bit about your background? Yeah. Yeah. So I'm I'm Nikodim. I'm the director of technical adoption here at Amarsis. Really just trying to work to to coach and and scale our our clients' operations with the platform, make sure they're getting the most out of it. You know, I've got a background in, campaign building, solutions architecture, strategic consulting. And so, the technical adoption team's really been a good spot for us, you you included, to be able to kind of, continue to to grow in really all aspects of digital marketing and, get a little bit more visibility into what our clients are doing and wanna do and and trying to help them get to to where they're trying to go. Sweet. Sweet. That's awesome. And and honestly, I think with the post purchase series, I mean, I know I get a lot of questions on it whenever we're in conversations with customers. Yeah. I know you've got a lot of questions. I I think when we kinda dive into it, like, we're really talking about, you know, customers who've made one, maybe two, maybe three purchases. Like, why is it important that a customer move beyond just making one purchase? You know, they made a purchase. That's great. We got some money. You know, let's kick them out the door on their way. Why why don't we do that? Well, I it really depends on what you're selling and the type of person, or customer you're you're kinda talking to. So, post purchase, I think, a lot of times gets confused with, like, an order confirmation or a shipping confirmation. And it's really more around the timing of it being after a purchase and, like, what kind of content can we align to the customer to enhance whatever they've just bought. So an order confirmation is still gonna go out. That's gonna be more with transactional, you know, kind of for your records kind of email. You might put some product recommendations in there depending on the region that you're marketing in. But for the most part, that's really should be kept as just transactional. Mhmm. With a post purchase, the timing of the content is kind of the critical piece. So like a first time buyer, you might you might send that that email like the same day or day after your order confirmation immediately just thanking a brand new customer for making their first purchase. Yeah. Yeah. Might have a little bit of personal flair. I've seen a lot of people even do like letters from their CEO or cofounder. I like that. Things like this. Something that's just really more personable for that first time buyer. You're not gonna send that email every time someone makes a purchase. Mhmm. But for that first one, it really makes sense to kind of acknowledge that that first purchase was special. Really like saying, like, hey, you had a lot of places to choose to buy this and you chose to buy here. Like, thank you for choosing the money. Yeah. Absolutely. But then you look at, you know, from that order confirmation to shipping confirmation, there might be some additional things that make sense for either first time or repeat of both, depending on the type of product that they bought. Yeah. And so that could be maybe a warranty upsell depending on the type of product it is. It could be, you know, any sort of accessories that they might want day one for that item. If they don't have them, you're kind of letting them know that you could you sell them and how they would be used and why they're important. You know, so it there there's some of that content that would maybe make sense prior to them getting their package. There's other sets of content that might make sense after it's already been delivered. And that could be, you know, further product education. It could again be, you know, an accessories upsell or or something that they maybe would just, you know, kind of want after they've already got the the product in their possession. Yeah. But depending on that product and how people use your product and, like, what kind of content makes sense for that product, you know, really could get plugged in either before or after something is delivered and and really enhance that experience. Cool. So you're you know, we're talking, you know, maybe before, maybe after. How how do we decide? Like, do we have a you know, are there any tools that you like to use to decide, like, when are we going to engage with the customer? Like, how do you kinda put through the thinking? And and I I would like a little bit later for us to kinda go into a couple different examples. Yeah. But for now, I mean, we can be pretty high level and So I I think it like, first starts with, like, how are your products used? You know, so if you're if you're maybe just like a sporting goods or sporting equipment company, you might know exactly how your product is used, like golf clubs. You might know Yeah. You know, what types of, instructional videos might make sense. You might understand like what types of, you know, equipment goes together. You might have just bought a whole new set of golf clubs and you want to align a golf bag. Mhmm. You know, that kind of stuff. And and you know exactly how those products are used. Companies that sell, like, a wide array of products that can be getting a little bit more cumbersome or or difficult at times. Yeah. But it it it still could be done from, like, a data driven aspect of, like, they just bought a product that that does need a warranty. They didn't buy a warranty. I'm aligning content to ask if they would like to protect their purchase. Yeah. Yeah. So, like, looking at what are the what are the things that we think are really completing this use of this product. So really understanding, like, I mean, the example that I always use is like a camera, you know. I mean, I'm a I'm a photographer. I love taking photos and I know you do as well. But, like, you and I are We're two very different photographers. Yes. You know, I'm Yeah. I'm trying to take pictures of a a tree tree and make it look decent. You're, like, doing it professionally. You know, so two very different use cases. But that's a great example because Yeah. You know, it's something that they might know based on the type of camera you're buying that you're a little bit more experienced than Mhmm. Than someone like me. I'm like, you know, purchasing under that thousand dollar, you know, window. You're kind of purchasing maybe over that Yeah. Window when you're buying a new camera body. And so understanding that different types of personas are gonna get aligned to different kind of, products Makes a ton of sense, and, like, the the content that you're gonna send me might be a lot of beginner's camera Mhmm. You know, enthusiasts. Yeah. You know, yours might be a little bit more around, like, new products, high-tech stuff, like software that you maybe could be using. Like, it's gonna be a little bit more, you know, gritty on, like, what that content could be. A lot more detailed. Yeah. And that's even before we even get into analyzing our data and looking at it. Right? Like, that's just, like, understanding what the products are, how they typically are used. And, like, hopefully, you've got some people in house that are at least experts on that product that we can consult on, like, what makes sense to plug into these timings, you know, because it's, you know, again, it's really just the timing of, like, you've got an event that the purchase occurred. What are we gonna do for the next two months? Yeah. You know? And depending on what they purchased, it it makes sense to plug some or all of this content in across that Mhmm. The next two months. Well, yeah. And it's a continuation too of of the other programs that we have. So, I mean, if we're thinking about, like, abandoned cart and abandoned browse, you know, those will do a lot of the behavioral work as a person comes back to look at accessories because Yeah. You know, if I bought a camera and I realized that I don't have enough, you know, batteries. Let's say the first day I go out and shoot, I run out of battery at, you know, three o'clock, and I was wanting to shoot till ten. Right. Okay. Cool. I probably will go back to the website and look up batteries. And and at that point, that, you know, kind of continues saying, hey. Fred just purchased this, you know, really nice camera, and now he's looking at batteries. He probably ran out of battery. Right. How do we, like, make sure that we're seeing that as part of the collective story? You know, maybe before I even received the camera, whenever I was in the checkout, say, hey. If you're wanting to shoot like this or wanting to shoot like that, here's these types of things. Things that you might be needing. And, you know, that that kind of puts you in, like, a spot where maybe even before that camera gets shipped to you, your you know, these accessories, these, you know, the cases, the Yeah. The batteries, maybe additional lenses, like, all that should be kinda getting in front of you so that you know, and then you know, hey, let's get crazy. Maybe you got a loyalty program, right? Yeah. Yeah. And so you know that this person just bought, you know, a a particular product that needs these accessories. Maybe your loyalty program then is integrated into your post purchase Mhmm. And you're saying, okay, anyone that bought a Sony camera this month or next couple months Yeah. We're gonna align, you know, some content with them that says they can get twenty percent off of the the accessories for that. Yeah. Yeah. You know, so you're kind of timing those incentives to make sure that they make sense Yeah. To who you're sending them out to and it's all very relevant for the product that you just bought. Yeah. Exactly. So thinking you may not discover the accessories until after the person receives the product as opposed to, you know, sometimes you'll know the accessories before. Mhmm. You know? I I mean, you know, kind of getting into these, you know, like product styles or different types of products. So we've I feel like we've spent a lot of time kind of talking about, you know, cameras and things like that, but, you know, I so I've got a story here. One of the the white papers that we did was about Pizza Hut and how they were actually using similar in a similar way, the information on what products people purchase and their average order value. So they were looking at customers who spent, you know, a higher average order value because they were purchasing for a family Right. As opposed to, you know, me. I might just be purchasing for myself. I might spend a little bit less to to leverage the offers that they already have available. So saying like, hey, this customer is more likely to buy for their whole family. One, they did that by by collecting data, you know, asking just asking a question like, who are you buying for? Right. Is it just for you? Are you buying for parties? Are you buying for, you know, family? Whatever. Making that more of like a two way conversation between the brand and the customer. Exactly. And and then it allows us to have more relevant content. So I mean, if we think about Pizza Hut as a release, you know, a little bit more simple, but it's a little bit faster decision making time, whereas the camera's a little bit more complex. But, you know, asking the same question, asking the question at the beginning can be helpful for both of those. Well, and as as unique as those two products are from each other, I mean, they're really the furthest from, you know, a piece and a camera, you know, two very different things. Yeah. But, the timing is still the same, you know? Like, someone was just on your website looking at, you know, whether that's breadsticks or camera lenses, you know, they're they're they're kinda looking at those things. The context of that thing, you know, determines like, is it is it a long tail purchase, like a camera that that might not even take me months to decide on. Yes. You know, especially if maybe you've already got a camera that you are using Mhmm. And you're just interested in maybe upgrading it. You've got a project, you know, down the road Yeah. That that, you know, you're kind of just planning for. Mhmm. And so that, in an abandonment program, could be a longer tail, more education focused Mhmm. You know, thing where you're trying to continue to to drive that story and and tell the customer why this product is is important, what it can do, what kinds of, you know, if it's the case of a camera, what kind of features it can kind of present. Like Yeah. You might even give some sort of, examples of professional photographer Yeah. Your, photos taken with that type of lens. Mhmm. With the the pizza, you know, I'm probably gonna make a decision. If I don't make a decision in the next twenty minutes Yeah. I'm probably gonna get You're probably gonna make a decision. Somewhere else. Exactly. Yeah. You know, I just, you know, whatever that might be. So when Yeah. How do you time that to go very almost more rapidly to try to get them back into the app, to try to get them back on the site and complete their purchase? And I think it whenever we're collecting that information on the on the front end, so, you know, we we have a tool called web channel. And I know you really love web channel. I do. You're probably you may be like the, you know, web channel and Marxist evangelist. And and I know what Fight the good fight. Yeah. Well, and you and you have a vision for it which is how do we collect data that's relevant to our customer? Because if if we we are with something like pizza with Pizza Hut, we do have a very short period of time to to convince this customer to make a purchase. Done like what what we've collected and really trying to build that two way conversation. Exactly. So so for instance for, you know, let's say you're buying for your family and I'm buying for myself, you may be getting an offer for, hey, spend thirty dollars or more and get an extra thing of breadsticks. Whereas for me, it might just be, hey. Get this and get loyalty points, you know, because it will probably take longer for me to spend the amount that I need before they want to give me a discount. Like a two times, you know, if you ordered a day sort of thing. Yeah. I mean, yeah. Just asking the simple question when they hit the site of, you know, and it it doesn't have to be this information that lives forever. Like, there can be information that we kinda collect and just use for the next day, the next week, the next month, you know. In the case of the pizza, it could be just asking how many people you're you're looking for, you know? Yeah. Giving them some sort of, like, embed or, you know, just basically presenting a form to them, and we can merge back to that contact profile and just say, hey, how many people are you, are you purchasing for today? Yeah. You know? One, two, four, five plus, like, you know, and then from there, you know, being able to align incentives to that that makes sense for the the order that we know that they're about to start building, like, that that can really enhance, enhance that customer's experience, get them to the right offer to make it make sense for them. Yeah. You know, but the same could be said on just the the other products, you know, the camera, back to the camera Mhmm. Use case. You know, it could be asking, like, what's your experience level with, you know, shooting photography? Like Yeah. You know, beginner, novice, intermediate Yeah. Expert level. You know, if you're professional, maybe you ask them a little bit about what types of things they're typically, or what they want. I like to shoot, you know, concerts. You know, I would want more low light and and, you know, faster autofocus type of capabilities. Whereas if you're shooting nature or travel, you may want it more durable. Right. I mean, it's really understanding one, understanding your own product that you're selling and who that that fits to, but also understanding who the customer is. Yeah. And I I think something that, you know, we haven't really talked about that feels a little, you know, kinda like a a pretty big pivot in my mind is experiences. So I'm planning a trip to Colorado at the end of the month to see what they're doing. Experience events, like, all of those have so much that could happen, like, after that ticket sale leading up to that event. Mhmm. You know? May maybe it's, an upgrade. If it's a flight, it's an upgrade to a different seat. Maybe if it's a concert, it's, you know, parking. VIP? VIP. Just, like, upgrades to what that that could be just to make sure that they're ready to go. And and, you know, leading up to that event, making sure that they know potentially the events protocols, you know, if there's any sort of health and safety, things they need to be aware of, you know, in in the times of the pandemic. Do I need a mask? Do I need my vaccine card? Like, there's Yeah. There's so many different things nowadays that, like, lead up to those sorts of things. I mean, imagine buying a fifty dollar ticket and not getting that information. And you drive, you know, like, I'm going to Cincinnati soon. It's a two hour drive. I would hate to show up in Cincinnati for for a concert Mhmm. And find out I needed this one thing that I just didn't get told about. Right. And that's that's really where, you know, knowing knowing your activity, knowing the products, knowing what things would be valuable for that customer in the time that we're we're giving it to them. So it's gotta be real timely. It makes sense, based on whatever gift or service or or product is Mhmm. That they just bought. So Yeah. So when we're thinking about you know, we we've talked about, you know, these longer tail things, you know, more high-tech, you know, thinking about cameras, I mean, we could think about instruments or really anything that's, like, kind of a professional level but also some entry level stuff, like a a broad life cycle. We've talked a little bit about, you know, replenishable items like food. Mhmm. You know, beauty products would be a part of that as well. You know, they're gonna have a regular cadence a little bit more than, like, food would. But, you know and and now talking about travel, I mean, we I feel like we've we've talked about, like, a pretty broad spectrum of of things that we're thinking about. What what tools do you use in a Marsys on a regular basis to, you know, put this all into context? Really the the reporting. A lot of the reporting. So I'll go into, you know, like, customer life cycle just to check out what the timing of this sort of stuff is, you know, RFM advisor to to kinda let me know if my my thresholds are still in range based on, you know, how I've maybe driven, you know, higher purchase frequency. Yeah. You know, that number could start to change. Yeah. Also, I love, like, you know, with customer life cycle, we're breaking these out into the different groups of, you know, first time buyer, active customer, and even reporting on the amount of days that we see on average a customer makes a purchase. Right. You know, like, we've got a lot of this information in literally, you know, two clicks inside the platform. Well, and you can take it a step further and start to look at the affinities amongst those groups. So, a lot of times I'll go into that report and and start to, you know, filter it on, like, my leads, my first time, my actives, my effects, and, like, really try to isolate that group. Yeah. So then I could see, you know, what are the majority of my leads buying first? You know, out of which category? You know, what are my first time? And they can really start to to figure out how we can chain the content together. Like, which which things kinda make sense to say to this type of customer that, you know, leaning on any of those affinity models when we are sending content to maybe break it apart and and try to use as much of the information that we can to to make the best decision on the content Yeah. Or the channel. You know, because, you know, this is another opportunity where you may be asking for opt in for, like, SMS, web push. These types of things, can really start to enhance that program and make sure that they're kept up to date with whatever status updates or if there is, you know, some sort of issue with the order or it's gonna show up early maybe. Yeah. You know, all these different things are, like, really nice touch points to to build transparency in your process Yeah. And using automation and and these different channels to to really hit the customer where they are with the content that they need. Mhmm. And and, again, keep them informed on the brand, educate on the product, you know, let them know what the status of their order might be. Yeah. So really really thinking, you know, from a and and I think it's especially relevant now. I mean, we have these iOS fifteen webinars talking about the new privacy features that have come about with, you know, iOS fifteen. We see a lot of stuff with Gmail. We see it with Yahoo. I think more and more we're going to see that if you aren't, I think it's been a little easy. You know? It's been kind of easy to just say, like, hey. Here's your batch and blast email. Yeah. But now that more of that's gonna be filtered out, more fewer people are gonna be seeing it, we're gonna need more relevant content. I mean, really leveraging all those tools is what's gonna be differentiating. Back to your, like, replenishment piece, like, using using that data and that information as best we can to understand that you're buying this product at the set frequency, like, let's almost turn that into a transactional campaign and say, hey, you might are you are you almost out of this thing? Yeah. Or is that, you know, you might know the life cycle of a product. You know, take like the mattress use case, a really long tail, you know, use case, but life of mattresses is eight years Yes. On average. So like what are we doing kind of that eight year mark for their particular Mattress covers. I mean, it's Yeah. You know, sheets, I think it's A dog bed use case or, or, running shoes. I think that's another one that's gonna get like a you know, probably about a year, year and a half where you're you're kinda replacing your running shoes. And I know that you just bought running shoes last year, so I might have a dedicated replenishment program for just that category that I know exists in my in my catalog that I wanna be able to treat a little bit different. Yeah. Well, I'm integrating that with our zero party data. You know? Yeah. We've we've collected some data to use you know, some data using web channel. You know, we might be using a web push campaign whenever someone is actually on their computer, you know, using loyalty to decide how Yeah. You know, what what benefits they're going to get based on their purchases, based on, you know, all of these things. Like, it's really taking that holistic and, like, I I think sometimes it it gets confusing or feels a little overwhelming when I talk to customers about, like, a holistic perspective on on customers. But I I think it it makes a lot of sense the way that you're breaking it down. You know? Like, you don't have to, like, figure out everything that they do on a regular basis. No. It should really be the relationship. It should really be like an operational habit to, like, continue to go in and enhance these programs. Mhmm. You know, because if you think about the abandoned use case and this post purchase, those are two, you know, potential programs where someone's seeing the same thing over and over. Yes. And so building in some of these branches and and, you know, really building it more robust, you know, dynamic content based on the data. Right? Yeah. We're we're still gonna go back and say what makes sense to send on. Because you might have, you know, twenty categories that have like a very small percentage of people buying out of Yeah. And you might have like five or six that like most people are buying out of. Yeah. And so kind of focusing on that top, you know, the top performers Mhmm. First, building out a library of content inside of these programs. Yeah. That should be the habit that we're in instead of, you know, let's go build an email for Tuesday, and we build it one time. It's real content rich. It's got a lot of things about the category or the product or whatever that might be to sell that product. Yeah. Maybe there's a a discount or something going on that's just timely, but most of that content that's in there, you know, minus a couple of things, is probably decent evergreen content Yeah. That we can plug into these other programs. And then people will continue to see that whether they've just hit the site or just purchased out of that category. They're gonna see, you know, more robust dynamic content based on the activity that they just had. Yeah. And you're not gonna kind of I don't wanna say waste your effort, but you're not gonna just do the effort for this one time setting. Yes. Yeah. So really so looking at the content that you have, trying to see where it fits into the life cycle for these customers. So I know that we've got you know, coming up on time, I wanna make sure we have some time for the q and a here at the end. So we will be having a live q and a. So if you have any questions, you know, feel free to start typing those into the chat. But, you know, kind of summarizing what I've what I've heard, at least, you know, for what what we've talked about today is, you know, how are we thinking about these customers and our products holistically? Mhmm. And so how do we differentiate the customers, based on, you know, what product they're buying, what, you know, first or zero party data we've collected, things like that, what their their behavior is showing to us. One tip that I think is really cool is looking at the content from the past and bringing that into life cycle mindset. You know, saying, hey. We built this really, really awesome email about this product. Mhmm. How can we reuse that email for all of our you know, every time someone engages with that. So, you know, those types of things. Anything that I that I miss that you think is, you know I guess maybe the last thing that I I remember as well is, looking at, you know, some of the products. So using loyalty as a way to understand our, like, discount strategy and how we reward people, using, you know, the web channel to collect more data. So to, like, you know, pop up something that we need to two way conversation. Exactly. And then, you know, using channels like web push or SMS or, you know, email to to really target those customers more effectively. Is there anything that I miss that you think could be helpful here at the end? No. I it it really just comes down to to, like, being very curious about your data, trying to figure out what kind of trends are there and exist for the different personas in your database, and and having a good understanding about what your customers really go through with whatever products it is that you're selling. And so, like, what makes sense to send, you know, before or after someone receives the product? Like, what types of, you know, upsell or cross sell opportunities do you have to either upgrade that product itself, sell an accessory, go to a different category, and sell something that's sort of adjacent Mhmm. To that product. And having a good understanding of that end to end customer experience. And then when you're building out this content, like, really trying to figure out what what that person's experience should be, you know, throughout the next year or two with your brand. So, like, you sign up and you get these things, but how do these programs play together? How what the types of programs that I might fall into more than once? How are how are we kind of building these dynamic branches in so it is fresh and it is kept, you know, as up to date as possible with whatever your current product offering is. But really just having that understanding of, like, your products and the people that are purchasing them Mhmm. Can can really help guide the the content that we need to build out for this. Sweet. That's that's been super helpful. Thank you so much, Nick. Yeah. Thanks for having me today. Yeah, man. I'm so glad. It's it's always fun to talk about this stuff. So for everyone, we're gonna be going into a live q and a. So if you have any questions, feel free to put those in the chat. Nick and I will be on the line talking about those things. Yeah. But also, if you wanna learn a little bit more, we do have a training website. So if you go to training dot amarsis dot com, we have a webinar that, is avail well, really, a lot of webinars that are available. One that I think would be helpful, probably loyalty. If you wanna learn how to better use loyalty as a tool to, you know, reward customers in a way that's not always discount based or, you know, some other mindset, loyalty is a great tool. Really, like, kinda digs into the product and and does a little bit more hands on training just to make sure, that that everyone kinda knows how to how to kinda do different activities. We'll obviously continue to stay kinda high level strategic. But that's a great resource that the training site, the training webinars Mhmm. Ton of ton of learnings in there. Yeah. Yeah. Well, thank you so much, Nick. Yeah. Thank you all and we'll, talk to you shortly. Hello. Hello, everyone. Welcome to the fun q and a after the webinar video. I've got Nick here. Nick, how are you doing? Pretty good, Fred. How are you? I'm doing well. Just, you know, it's a little bit of a rainy day here in Indianapolis. We're at the Amarsus, headquarters in Indy looking out on the rain. So if you all have any questions, we've got some time for q and a. So feel free to send in any questions that you've had, from the webinar, any questions you have on your own accounts. Nick, you know, talking about how we can, you know, move, like, really move post these, like, post purchase campaigns, how we can move people into this, you know, from first to second purchase. Was there anything that we kinda talked about, on here that you you felt like, you know, you wanted to add to or or any thoughts that you'd had? I know I feel like we once we shoot these episodes and do it Gotta go back and watch it. Yeah. Yeah. No. I don't know. I mean, as we were kinda watching that, it's just it really comes back to, like, understanding the product and what what the client needs for that. I think a lot of people kind of look at some of these sorts of things and look like, well, I don't sell pizza or I don't I don't sell, you know, cameras. I don't sell it. And it's like just the timing of these programs is pretty much the same. Like, they they signed up. They just need a purchase. They, you know, they haven't made a purchase for a while. And so, like, the the content that kinda fits in there, you know, just it really depends on what the what the client needs. Right? Yeah. Absolutely. And I I think whenever we think about it from, you know, like, a kind of a personal perspective, that's really helpful for me. I always try to put myself I mean, we're all consumers. Right? Like, I always try to put myself in the shoes of the consumer, and it's easy to do because we are all consumers. And, you know, at this point, I think we all know what types of things we like and what types of things we find annoying. And, like, you know, when I'm trying to build out marketing initiatives, I try to keep those things in mind. Like, what do I what things do I enjoy being kind of, like, triggered on? What what things are just kinda, like, in the way and noise that aren't necessarily adding value to the customer experience? And Yeah. You know, I I I do think there's a way to do this, you know, in a very dynamic, personalized, and automated way that that does continually add value and, like, continually seeks to understand the customer while adding as much dynamic content as we can. Yeah. And I looks like we haven't had any questions. There was, it looks like there's a question that got may have got cut off. So if you sent a question, you may need to rewrite it just as as a heads up here. But, yeah, I I totally agree with you. We didn't really talk about it in this, you know, specific webinar, but I had an experience where I bought a product that was, back ordered. You know, it was supposed to be, like, six to eight weeks before it came. It was a new product, and I preordered it. I was really excited. And and I kept getting advertisements on Facebook and Instagram telling me that it was shipping now. Yeah. I mean, that's we you're right. We didn't talk about some of that, like suppression. You know? The the suppression that should maybe occur after a purchase is made. Like, you've made the purchase, like, stop targeting me on social for that product or that category. And, I think that's a huge, huge add. We've got a question here. How can you collect zero party data from something as big as web channel? I mean, web channel is a two hundred percent a plus when it's used well, but doesn't mean that people will buy because of that web channel. The turnover attribution there is too vague. Thank you for the presentation also. Well, I there's a lot of ways you can use web channel, honestly. Like, you're just talking about going and personalizing content out on the site, fine. Yeah. You're not gonna necessarily collect any zero party data there. I think when we talk about using web channel, we're wanting to use, like, forms and and, you know, ask questions through web channel and feed some of that back in. So even someone that's already in the database, we can go and present them with a web channel, you know, whether it's an embed or a pop up or ribbon or something. And using, you know, their their universe like, their their UID for for their Marcyst account, we can go and kind of present some questions to them, maybe not even have to ask for their email address or another identifier and go and merge that back to a record. So, you know, it might be in the in the pizza case where you're you hit the site, you know, they start shopping, you present them with something, you've seen them in the past. We've got an identifier we can put in the back of that form and ask, you know, what what size of party they're shopping for that day. That goes and gets merged back to the record and something we can use throughout that session. So Yeah. It It just depends on how you use it, really. But And I think it's I think it's really, like, you know, at it's a tool like any other tool. If we think about, you know, a hammer is gonna be really effective at at hitting a nail but not a screw. And so I think what what's hard with web channel is that, it's a tool that has a lot of capabilities. You know, it's a multi tool. It's a Swiss army knife in a lot of ways. Yeah. And so you really have to have you need to come to web channel with a strategy on what you're trying to capture, how you're trying to capture it. And that's what we've done a ton with clients around web channel lately. It's like, how can we use this in ways outside of how it's maybe packaged? You know, they their forms are kind of packaged in web channel, and it's all around subscription. But, like, we wanna do a lot more around progressive profiling and, like, you know, trying to build that two way conversation. Yeah. Great question, though. And, honestly, it's one that I I would encourage you to reach out to someone at a Mars' to maybe do a deep dive in Web Channel and how it can be used for for your brand. Yeah. Could be a cool webinar too. I think we've kinda had that on the list. Yeah. I thought about here's another one. What about loyalty for monthly subscription? I mean, the subscribe and save, however you're running that sort of thing on repeat purchases. So you could do it as a a replenishment campaign where you're just sort of trying to figure out what their purchase cadence is, or you could go as far as, like, an explicit subscribe and save. And I I didn't we see that a ton. I'm also thinking of it's almost like the the coffee shop thing where, you know, like, if I go into a coffee shop ten times, I get a free coffee at the end. You know, I get one free coffee. Well, there's so many different types of products that that applies to. Right? Like, you go coffee and it's, like, a very loose replenishment because you might be buying two or three a week. You go into, like, the shampoo use case and that's, like, you know, monthly or quarterly depending on the size of the bottle you buy. Then you can go as far out as the dog bed use case where it's like or the the running shoe use case where it just, like, runs out. But, you know, those types of programs, one, can lock you in so you can project, you know, your sales Yeah. Coming up. So, like, those those that's why that's, like, super popular on, like, the business end of it. But from the the consumer end, you know, if you're looking at something, you're giving them an incentive to just lock that in and say, you know, I'll give you a ten ten percent on this if you're just commit to buying it for Yeah. The next six months. I I think that's a great way to kinda keep people coming back. And and, honestly, as you're doing that, like, sending emails ahead of the replenishment, right, and saying, hey. We've got this order coming to you. Do you wanna tack on some other items with that order that you might also need? And we'll give you, you know, the still the free shipping or the whatever that might be to kind of add into that. Yeah. And and then when we're thinking about, from, like, another angle of subscription, so we've been talking about the product subscriptions, so subscribing to replenishable products. If we think about it as, like, an app subscription or a service subscription. So I know that we have some clients who have, you know, really cool video content, you know, educational video content, things like that. What are what are some ways that you thought of for for really, like, incentivizing loyalty in there? I mean, one that I can think of is, you know, giving exclusive content for people who are subscribed, who aren't just buying piecemeal, buying one piece here and one piece there. Anything else that you've seen I I know we've we're already planning some content for Yeah. The next couple of quarters to dig more into loyalty. So it may be something that we end up answering, but, just like Yeah. I mean, the the loyalty program definitely unlocks a lot of, potential with your just overall incentive strategy. Right? Like, you you can you can start to encourage first time. You can start to encourage repeat. You can start to encourage people to expand their orders. Just your incentive strategy in general can can be an interesting spot to try to try to encourage that. And I think that kind of leads us into this this next question around, like, what approach gives the best results, in a post purchase, whether that's emails, web channels based on the last purchase, emails based on web behavior, emails with predictive recommendations. I think it's a lot of all of those, honestly. You know, it kind of depends. Right? Like, if you're if you're, like, immediately after the purchase, you know, it's gonna be really tied to that last purchase. But if there's been, you know, a couple, you know, week a couple weeks and I'm back on the site, I've been looking at some stuff, like, I need to honor the fact that they're browsing into other categories and, like, kinda lean into that. Right? Like Yeah. I might think that they just bought a pair of pants and this belt and shoes matches perfectly, but they've come to my site and they start looking at coats. Yeah. So, like, while I might, you know, take that nod from the last purchase immediately and say, hey. Do do you want these accessories? Mhmm. You know, as as we get further from that and they start looking at other stuff, like, leaning into that and taking that into account. So I I really think it's it's a mix of trying to take all of those things in account. Because other pieces, maybe they leading up to that purchase, they were also looking at coats. Yeah. Right? Yeah. Yeah. There's a there's a high probability. But kinda back to your your question around the recommendation, that that's there are times where we should let the machine do the work. Right? And, like, the machine's gonna have the culmination of, like, all of that behavior and try to understand it at scale, which item should kind of boil up for that particular person. Yeah. So there there's there's gonna be spots where it makes sense to kind of manually intervene and try to position an upsell or cross sell. There's others where, like, hey. Just let the, you know, let Jesus take a wheel sort of thing. Yeah. Let let the machine run it. Machine do the work. Yeah. Yeah. And I I think as well inside of this, if if we're thinking about it, I I think sometimes we we get stuck in in this idea of, like, the magic solution that if I just do this one program that I'm gonna end up with, you you know, I'm gonna end up really fixing all my problems that I have. But really and I think if we think of it from a holistic perspective as, you know, as a person, like, you could be running all the time and working out all the time. But if you're eating, you know, really unhealthy foods, you could still end up having a heart attack. You know what I mean? And I and so I think about it whenever we're thinking about, you know, our overall marketing strategy, kind of combining it together and saying, how can we use all of these tools to to really get these little piece by piece, like, understanding and engagement. Like all the programs that you should have in place. Right? You've got, you know, a good welcome. You've got a good lead nurture. You've got post purchase that, you know, maybe you treat a couple of categories or key products a little differently inside that. You've also got your abandonment programs that, like, when someone starts going and browsing into other things, you know, those programs are also gonna pick that up, and they're gonna play in tandem. And, like, you know, I I always think of the the trigger based programs like the abandoned, the abandoned product, abandoned category, abandoned cart, just being, like, kind of the catcher's bed of stuff that are happening out on the site. And so while all these, like, nurturing programs and, like, kind of recurring programs are gonna are gonna continue to happen and, like, give leads to the website, you're gonna have all these triggers that are also just kinda sitting at the ready to catch someone that's got an interest. Yeah. And you've got your affinity segments. Right? Like, we're gonna have, you know, some of those affinity models back, you know, on the server side where we can run segments, you know, based on category Afiniti's top top categories that value, you know, recently or or historically. Mhmm. And, again, depending on the type of product, like, doesn't make sense to do that cross sell into another category where there's some some some stuff left on the table because they made a certain purchase that there's some some ancillary things that could go along with it. Yeah. Yeah. That makes a lot of sense. Looks like we have another question. I I not sure how much time we have. Megan, could you respond or shoot us a message on what the timeline is? We don't want to go over too much, but definitely want to answer this last question. So the next question is, do you think that incentives based on the timeline with, for instance, bigger incentives for inactive customers or lower incentives for defecting customers could be relevant? You know, when I when I start talking about incentives, I really wanna look at your entire, like, incentive strategy from, like, the sign up bonus to whatever. Because I I think there's a lot there's a lot of brands that maybe sell their soul on the sign up incentives, and it's really hard to effectively incentivize people down the line if they could just sign up again with another email and get a better incentive. And so, like, really trying to look at when it makes sense to incentivize people. And, you know, it might be, let's start on the lowest end on the sign up and and maybe beef it up in, like, a lead nurture. Or, you know, going into a post purchase, like, we know that someone has a high lifetime value, and we're we're kind of leading up to that purchase. They've got a high lifetime value or a low lifetime value. So it's like, does it make sense to me to give them free shipping or, like, a percentage off or, like, a, you know, BOGO potentially, like, you know, kinda understanding what their potentially past purchases are. You know, that first purchase is gonna be very telling on, like, are they a discount shopper or not? Like, did they buy out of clearance and sale? Did they, like, look for a discount? Did they use a discount? Did they buy your new line? You know, kind of stuff. But it to to really effectively have that conversation, you have to look at the whole spread from, like, you just signed someone up to, like, you've lost this person. Mhmm. You know? Yeah. And and I think too whenever we're whenever we're thinking about it, testing is huge. Yeah. Because because the reality is that as we start to test, we may find that a lower incentive earlier on is just as effective as a higher incentive. And so really what we're trying to do is we're trying to find that place where the changes in incentives really just don't offer any real benefit, because if we give away, you know, a fifty percent discount, yeah, we make it a ton of purchases, but we're losing our margin. We're we're probably losing customers eventually because getting fifty percent off your first purchase is kinda kinda awesome, you know, and then everything else seems expensive. It's also one that I really love plugged in our Max AI products. Yeah. I I hate using that that, like, productized phrase, but just AI based segments where, you're trying to determine if someone likely to buy, likely to churn. Are they likely to buy high, medium, low? You know, are they likely to maybe engage in a certain channel? And and that can really start to, you know, be a little bit more, prescriptive on, like, where we wanna align certain incentives. Like, if that person's likely to turn into your point, like, how can we protect margin while incentivizing people, you know, and test into it and make sure we're not just, like, you know, throwing it to the whole whole group and and not protecting yourselves as we kind of test into that incentive strategy. Yeah. I totally I totally agree with you there. Well, it looks like, we still have about five minutes. So if you all have any other questions oh, actually, on incentive strategy, we do have a blog post coming out in a couple of weeks. I think, mid March, I believe, is the date, maybe late March. So we will be having a a blog post that talks a little bit more in-depth about incentive strategy. I know I just reviewed that with Josh. I think he sent that to you as well. Josh is another member of the TAS team or technical adoption specialist team. He is one of the hosts for the first webinar of this year, so the, the welcome series webinar. So for some people who've seen it, you'll be really familiar with Josh. Very, very intelligent, very thoughtful person, great blog post writer too. Thanks for putting this together, Fred. We'll, we'll just write it out for the next one. And thanks for joining today, guys. Yeah. Thank you all so much. We'll talk to you later.