WEBVTT

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All right, we're live again. All right, so we have a glitch. Hopefully people find us back there that are hunting. And

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um I'm going to give me a second here. I want to send this one out on the uh on the bat signal

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for those that might find it.

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Hang on. And we're going good. Excellent. clock and welcome to the show, folks.

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There we go. Let's post that up. And now we can get back to the show. All right, folks. Here we go. Are we having fun

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yet? We are having fun. We are live and about to start the show. Always like

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when everything comes a little bit um challenging.

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All right, let's uh get this show on the road. And off we go. Oh, I need this one

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over here. And now it's time.

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Ladies and gentlemen, it is time for WordPress plugins A to Zed, not Z. H.

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It's episode 72 and we are mastering email and SMS automation, boosting

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WordPress ecommerce.

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WordPress. It's the most popular content management and website solution on the

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internet. And with over 80,000 plugins to choose from, how do you separate the

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junk from the gems? Join us for a weekly unrehearsed conversation about the

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latest and greatest in WordPress plugins. This is WordPress plugins from

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A to Zed. Well, good morning, good afternoon, or good evening, wherever you happen to be hiding out there on the

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globe today. Coming to you direct from the Brewery Overlick in beautiful southern Vancouver Island. I'm John

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Overall. Welcome to episode 72 of WP Plugins A to Zed, where we dive into the

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tools and strategies powering WordPress success. Today we're thrilled to have Greg Zakowitz, e-commerce adviser to

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Ominous End, joining us to unpack the gamechanging world of email and SMS

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marketing automation. With nearly 20 years of experience, Greg has helped countless brands supercharge their

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digital strategies. and he's here to share why automation drives 37% of email

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sales from just 2% of sends. Which automations deliver the biggest wins for

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WordPress businesses and how to thrive in the 2025's valued driven e-commerce

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landscape? Whether you're running a Woo Commerce store or just starting out, this episode is packed with actionable

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insights to boost your conversions and build customer loyalty. Let's get plugged in. Welcome to the show, Greg.

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Thanks, John. Super happy to be here and I'm looking forward to this conversation we're going to have today. Yeah, I've been looking forward to it

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too. I've been doing some research to try and get everything uh uh working the way it's supposed to. And well, we'd

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like to start first off, you know, can you share a little bit of your journey starting out in email marketing from

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2025 to becoming an e-commerce uh expert and uh what drew you to e-commerce and

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marketing automations? Yeah, it's a really good question. and uh a little bit of luck, a little bit of

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happen stance, a little bit of right place at the right time. And I guess they say you make your own luck. So I've been doing email for almost 20 years

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now, 19 plus years, which is kind of crazy to think about, but uh and that has all been for the in the e-commerce

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side. So way back when went to school for what most marketers do,

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something other than marketing. Went to school for radio broadcasting. Uh marketing was my my minor and went to

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work worked in radio for a couple years and then decided this is not where I want to spend my full time for

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stability, for pay, for a whole lot of reasons. I jumped into a startup radio promotions company and we were traveling around the

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country. It was like the original pop-up shop if you will, right, with radio. But part of that was collecting email

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addresses from visitors in all these cities that we go to. And then we had a Yahoo store site where we could sell

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some of the uh classic rock artwork that we did, but it also that you know we

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would start emailing those people and then when we come back to town, let them know where we're going to be. So kind of drive instore traffic, if you will, the

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uh the online store side, and then transition over to a multimedia

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publishing company where all we did was emails. And this was kind of the wild west of emails. We were buying lists. We

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were renting lists. We're doing all the things that I I will tell you today you should never ever do. And

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there was something about it that was it was cool. It was like people were using it. People were responding to it. You

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could sell products for hundreds of dollars. And you know, I just fell in love with it. So, I'm like, "Okay, how

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do I learn as much as I possibly can about this?" And around the same time, uh, you know, I launched a just trying

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it out, but I launched a gluten-free online store. Uh, so I figured out how to do a little more coding than I was

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used to. Figure out how to launch an online store. You know, spoiler, it's a lot easier to do that today than it was,

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you know, 15, 18 years ago. And uh, and kind of figured that whole stuff out there. And then that just kind of

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snowballed from there. I became really good at the craft, was testing things, was segmenting, was launching stuff. And

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I was just able to see how all those things came together. And then for the last 13 years, I've been dealing uh

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directly with clients and with email providers, helping them grow and just following those trends along. And that's

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kind of where it's got me to today. So 20 years in email and it's still cool. I

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like it. Well, email is definitely where it's at. Contrary to what a lot of people think, the email list is your greatest draw.

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Now, you've worked with lots of startups and other companies, scaling them to significant growth. What are some of the

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most valuable lessons you've learned along the way to helping a business succeed in e-commerce?

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I think everyone probably knows this now, but flexibility and adaptability. And sometimes it's easier said than

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done. Sometimes you want to do more than you can actually do. You got to figure out how to do that. But it just moves so

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quickly now, right? So you have new players, you have I mean, you mentioned the intro, you mentioned it. How do we

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get through the apps that actually matter and do things? Because there's seemingly a new one that pops up every

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day. So, uh, how do we keep our tech stack aligned? How is it all working

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together? And to do that, you just need to be flexible. You need to be adaptable as best possible. And then, of course, we live in a world where AI is rapidly

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plugging stuff in and using that as a tool, not being scared of it. Uh, but

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trying to get that into your day-to-day processes, whether it's from a technology standpoint or just a workflow standpoint, but adaptability and

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flexibility are the ones that you just got to go with it. Roll with the punches, look for the opportunities, and and just start uh start doing

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whack-a-ole a little bit if you can. Well, yeah, you definitely got to keep doing the whack-a-ole stuff. Now you're

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representing Omnisend here and Omnisend itself I actually I hadn't heard much about it until you contacted me and it

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is another option for people using Woo Commerce and Woo Commerce sites. Can you

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tell us a little bit about why and how Omnisend enhances WordPress business

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marketing versus say other options that are out there?

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Yeah. And we do have a a separate Woo Commerce and WordPress, they work together, but two different integrations

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as well. So if you're not selling on Woo Commerce and you're just on uh WordPress doing something, whether you have a

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education shop or whatever, content creator, blog or whatever, uh we have those that functionality available as

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well. So what we do at Omnis is, you know, there's other email providers out

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there. There's some really good ones. We're not going to throw shade at any of them. uh we are customerfunded which is

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one of the things we always talk about. So we don't have investors, we don't have uh shareholders to appease. So we

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always said we're customer funded here. So we provide value for our customers. So if we have this plugin, we have a

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WooCommerce customer on there and we don't provide the tools or those tools don't work well for them, they're not

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going to renew with us and we're not going to lock you into a year contract unless you want us to. Uh but you pay as you go. So that's where we prove our

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metal for it. And where we kind of excel is by not really gating everything in

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the the platform. So you have a lot of platforms where you pay a fee. You've got all these

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tools. We like to say use a flamethrower to light a birthday candle, right? We'll give you the flamethrower, but you can

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use it if you want, but you're only paying for the the birthday candle lighter, right? You're just the regular Zippo or whatever you're whipping out

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there. So we have these tools available for you. automations, segmentation, reporting, popups, uh anything for list

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growth, landing pages, all these type of things, they're available for you and they're available if you're on the free

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plan. So, you can download us, no credit card required, install us, see if you like us, give us test run, uh and kind

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of go up from there. So, we want to be able to scale companies that work with us. So, as they grow, they we can grow

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with them. They don't have to replplatform, try to integrate, and we're always refining and making the

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tool better. So, uh, we take customer feedback well. So, that's where we kind of stand. We listen to our customers. We

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provide them with what they, uh, what they need, and we give a really good tool at it, and we're all super friendly. Yeah. And you just mentioned

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the free plan that is offered by Omniscend. Now question on that one is

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with the free plan and a small business who's just getting started with their WooCommerce store has got a couple of

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products and online how does this help them to get moving forward how would

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they get results or what would it help them benefit by doing and as you

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mentioned breakly there you can they can as they grow you guys scale with them for what they get so describe a little

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bit about that. Yeah. So, we have a lot of list growth tools on there, right? So, here's it's

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the chicken and the egg argument. So, hey, I want to do email marketing. Mr. Greg tells me it's so good. I've got 10

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emails on my list. And then, you know, we don't want to charge you for paying for a whole email provider when you have

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10 emails or 20 or 100 emails on your list. So, we provide all these tools on there to help for list growth. So, if

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you have a website, you can use us. You can deploy a popup, design and deploy a popup literally within seconds, couple

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minutes. If you want to get creative here, it's live on your website. So that when you're feeding your online traffic,

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whether it's coming from a paid ad, whether it's coming from a social media, uh you know, paid social, whatever it

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might be, pop-up shows up, you start growing your email or SMS list on there.

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So it's again chicken versus the egg argument. Uh but get us on there, start

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growing the list. As their list grows, you have more tools available for you. And this is where the automation comes

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in. And this is where you mentioned it mentioned it during the intro, right? 37% of all email marketing sales for how

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many sent customers last year were automated message sales 2% of cents. They're timely, they're relevant,

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they're effective for people. So let's say I have a small company. I've got a couple hundred people on my list. I have a popup. I can do some sort of auto

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welcome automation for those people. So, hey, I know you're on my website. I want to maximize every piece of traffic

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possible. I get you to sign up. Now I have a welcome automation going off to those people uh that introduces the

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brand, maybe introduces product lines, whatever it might be. And I'm trying to guide that customer journey toward a purchase. And you can keep the steps.

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Maybe they won't purchase right away, maybe they take the next step and then they abandon. We have automation that can target those people too. And once

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they make the uh the purchase or conversion that we can do post-purchase messaging, but we have the tools

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available so you can figure out what steps you want to do there. you can automate those things and you're not

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having to pay say 200 bucks to use automation when you might send five a month or 10 a month or 20 a month. It's

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all free for you, right? But then as you grow and you get to a certain threshold, then you might want to pay a month small

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monthly fee, right? Just to get to the next tier or whatever. So, uh the whole our whole purpose is yeah, we know not

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everyone's going to come in with huge budgets or huge number of employees or vast resources. We want to help you from

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the small person. We want to help you as you get to the middle size and hopefully as you scale even larger to uh

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enterprise, we want to be able to help you there. So, we can start you from ground zero. I'm just launching a

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website today can help you grow those list to someone who's established and just wants something a little bit

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better, something a little bit cleaner, maybe a little bit cheaper. Uh, and that's where we can fit it in there. So,

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hopefully that answers your question, John. That answers the question any more details. That answers the question excellently and I'm sure that helped answer to

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others. And that leads us on to what we're going to talk what I want to talk about next and that is talking about the

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email and SMS automation. Now as was mentioned a couple of times now 37% of

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sales from just 2% of sends. Why is automation so critical for say woo uh uh

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WordPress businesses or Woo Commerce businesses especially the smaller ones? How does the automation benefits? It's

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like I know I've started doing it on one of my own personal websites that I have a WooCommerce store on. I just haven't

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finished setting up the automation. Are there ways that Omnisand helps get it

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set up easier and faster for people or how does it work? And what are the big

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benefits to this? Yeah, I'm going to go on a long answer for you. That's fine. Well, you can take a long

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answer. Coffee. Do what you want to do. I've got the I've got the coffee here. I've got the They're They're waiting on

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the planet working. you know, they can't beam back to the ship till the coffeey's gone. Perfect. Let's uh let's start with why

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it works well. So, I I talk a lot about high intent messages or high intent stages of the

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the shopping journey. And the shopping could be for an e-commerce product. Maybe you sell uh you know guides or

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something like that or courses, whatever. Whatever it is you're whatever you are trying to get someone to do,

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there are stages of that that journey. So, if I'm looking for say, you know, a mint green sweater or sweatshirt, I go

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to the website, maybe I get see a social ad, I get over the website, but when someone gets to the website, there's

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something in their life that took them there, right? That's how I always look at it. What is the intent? If it's an e-commerce site, well, there's an intent

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that I need something or I want something. If I'm there looking, if you're an agency that says maybe that

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sells maybe SEO services and paid ad services, right, I probably need help with my paid ads or my SEO on my site.

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So that is a stage and then the further I get into that if I'm checking out different products or I'm checking out

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other parts of the service or maybe different tiers or level plans right there's a higher intent there and then

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if I put something in my shopping cart or I fill out a uh a form to get a guide book or white paper or whatever it might

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be there's another level intent there. So it's those high intense stages where

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you want to use the automated messages to target customers at the right time with the right message. The prover

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proverbial right message right time you know right content. So when I look at

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that I go welcome messages no-brainer right they just signed up for your email or they just signed up for your SMS

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program maybe both. We want to send them a message and we want to guide them through that journey. If I'm shopping

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specific products or specific pages on the website, this is where either uh browse abandonment or product

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abandonment messages. And I'm sure everyone who's listening or watching today gets these from businesses, but

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this is, hey, we noticed you checking out something. Come back and take a look. Right? But we never actually cart a product on the in the shopping cart or

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take that next step there. But that whole goal is again, there's something specific I'm I'm eyeing there. So, we

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want to target that person at that time. maybe give them more information about the product or the service or whatever it might be to get them back to the

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website to put that in their shopping cart and then shopping cart abandonment or whatever that final stage is for you.

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It's a no-brainer. They've selected what they want. They told you they were interest there. Now we just need to push them over the finish line. And that's

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where setting those card abandonment messages, promoting those value ads, uh

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all these different tactics we can do to convince people to come back, overcome their obstacles to conversion. These are

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the high intent stages and these those three messages there is welcome, card abandonment and product abandonment.

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Those will make up more than 80% of that 37% we talked about. Those are the majority of your automated messages

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because those are the three highest stages of that journey. Uh you know everyone probably gets or has gotten at

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some point like birthday automations. Hey Greg, happy birthday right? Here's 10% off your order this month or this

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you know the next couple days. Those messages are well and good, right? They will help the age opens. Hopefully, you

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can get someone back in the fold. Maybe they're looking to shop for their birthday. However, there's not a high

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level of intent there. So, the messages are great. I'll tell you to do them, but that's not where I would start. You want

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to start at those intent, those high intent stages. So, if anyone's looking be like, "Okay, I have a couple of these or I have one or I'm thinking about

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doing this." I would just advise you to kind of look at, okay, what is what is the consumer doing at that point? and is

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it high intent and if it's high intent for your business then yes I would automate those messages and have a

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couple we could talk about the best practices or you know techniques or techniques for those things and go on to

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about that as well but that's why they work so well and it's the it's that intent filter I always we look at to say

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okay where do I start where do I approve where do I optimize where do I add to and those are the ones we want to go

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after. Okay. And oh, and your other qu and your other

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question, John, which I completely skipped over. Do we make it easier for you to set up? Absolutely. I should probably answer

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that first. Quite all right. So, so part of our uh part if you log in

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Omnisan or check out the website, you're showing it there. Yep. Uh one of the things you'll see is we try to make it as simple as possible for

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anyone to use because there is, you know, with any new phone tool, platform,

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whatever, there's a small learning curve involved in that stuff. So we try to make it easy for you. We really we have templates available where couple clicks

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we will create it. So that includes workflows, that includes uh includes segments, it includes uh you know popup

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forms, kind of whatever you're looking for. So say I don't have any of these things going up and I say, "Oh, Greg

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wants me to tells me I need a welcome message and a product abandonment message." You could just go to the workflows, search welcome and we'll have

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a bunch of options for you. Want one message, three messages, email, NSMS. You just click create. It creates it for

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you. And you just plug in the the you plug in what you need to. You put the content in the emails. You can change the layers you want or and you can

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customize them. So if you just want the shell, you can click it and then customize it however you want. You can

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also build it from scratch if you want to. But we make it easy with every single type of automation. Tons of

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different segments. Uh again, popup forms. We have all different sorts and steps and things like that. But we try

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to templatize everything. So a couple clicks of a button, boom, you're done. And this leads me to another off

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question here is integration into WordPress. How is the integration into WordPress done?

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So as I told you I coded before I'm not a super technical wizard here. You can

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we so we have a video on our YouTube channel. You can find that on the website. The the video is less I think

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it's might be like four minutes long. You and it literally walks you through everything. So you just go to the app.

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You download it and the the Omnisan will show up in your left rail there with all your other apps installed and you could

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do it direct you could do the integration right through your WordPress account or right through WooCommerce. So

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we make it super simple for you. So it uses it uses a plugin to integrate into WordPress then. Okay. And all of

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the forms and everything you create are not kept at WordPress. They're kept on the Omnisense site. Is that correct?

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That's correct. And we do have integrations with other uh WordPress uh

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apps as well. So I think we have over 40 of them now. So I know a lot of people using WordPress love Gravity Forms. Great tool, right? But you can integrate

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Gravity Forms with Omnisense. So instead of having to have that export a list, import that list to Omnisen, they'll

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just talk to each other. Um so we have I think over 40 plus integrations with other WordPress apps as well.

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Okay, that's uh actually quite useful for many people here. Now, another thing

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that's gaining traction from time to time, not time to time, and I'm seeing it from multiple places, though I'm not

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one to stick my phone number in there, is SMS automation.

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Um, so people get text messages and how is this working and how is this changing

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the landscape? Because of course, I know the younger generations love their texts. I don't happen to be part of that

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myself. I am not part of a younger generation easier either. I might look younger. I

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guarantee you I am not I am getting I talk about boomers all the time and I'm like man I'm gonna be

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there pretty soon. Um so so SMS is it's a really cool

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conversation. So it's been around for a long time. I was consulting clients in SMS over a decade ago. It's really come

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into it its kind of mainstay the last couple years just because it's easier. The cost has come down a little bit. So

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here's how I look at SMS is obviously country specific. If if the US has a lot more SMS uh adoptability than say you

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know the EU or something like that just because of regulations things like that. So SMS it's a I consider it a must-have

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tool for brands now. It's how people are communicating and the one thing so you

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mentioned there we kind of joked about it for a second is like young people like it but honestly this spans

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generational cohorts. So I always give the story uh I always give the story where my

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mother is not a technology adopter. She hates online. I mean play for 20 minutes wants

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to go to the store and I'm visiting her I don't know a year and a half or so ago and it's just like a lazy day and we're

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ringing laying around and her phone's going off because she's old and she has volume on everything and then she starts

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reading her text out loud because that's what she does. Love you mom. Uh, but

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she's reading it from brands and I never in a million years like I would have bet my house been like, "No, she's not

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signing up for SMS from brands." And she's reading it from brands and I'm going, "Oh, man." So this, so it

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really does spend span generational cohorts. Here's how I look at it. A lot of companies will say, you know, I'm

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scared to get into it because one, I don't know how to do it or they have the the assumption that their clientele

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doesn't want it, right? And there's there could be some truth to that. So, here's what I always tell people. I

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said, "Collect the mobile number on your popup form. It could be with the email. It could be a step a second step one.

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Make the mobile number optional. They don't want it. They don't have to sign it. Don't trick them into be like, "Hey,

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you want 10% off for signing up?" And then the second step is like, "Hey, to get your 10%, don't forget to hate that,

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right? Just leave it optional." If people sign up for it, that is your indication that your audience wants to

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hear from you. And if they don't, it's your indication be like, "Hey, my audience, my product, whatever I'm selling, it's not the right fit for

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them." It's a simple way to get into it. And then even if you're not ready to use it, when you're ready to to kind of, you

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know, push the on button, you have the numbers there to integrate with people. I always say if you start to get those

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signups, the place I would start testing into it, we just talked about automations in high intense stages.

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That's where I would deploy it first. So, you don't even have to send promotional messages. I would say, "Okay, I'll send an a welcome SMS. I'll

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do a card abandonment SMS in that flow." And with Omni Send, you can put that all into one workflow and drag them around,

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but it'll skip people without SMS. You can customize different paths. It's pretty cool. Uh, but that's how I would

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use it. Use the high intent automations because we see very similar results with automated SMS compared to campaign SMS.

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two two to one conversion rates. We see I think the numbers are 26% of SMS sales

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on 13% of sends coming from the automation side. So it's it's comparable. So if you're

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looking for a place to test it, collect the mobile numbers, make it optional, put it in those high intent automations

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and see if it converts for you. And that's where I would go. And then if again, it could be your indication that

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yeah, this works for my audience. Let's start sending one message every two weeks or something like that. and it's

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might be your indication that hey, they're signing up for SMS, but they're not not really doing anything with it.

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Uh, so that's where I would go with it. On the flip side to that, I would tell you, you know, email unsubscribes are

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going to happen. It's the lifeblood of your program. That's why you always have to grow your list. You want people to unsubscribe that don't want to get your

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emails because it impacts deliverability, things like that. But when someone unsubscribes, the

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traditional path is then, okay, we need to import that into, you know, some retargeting platform for lookalike

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audiences or to retarget them to come back to purchase again. What if SMS is their jam, though, and email is not

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their jam anymore? Well, you've got these records tied together. You know what they purchased, you have the e-commerce data with it, and it's going

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to be cheaper than running a paid ad to get that person to come back. So, you know, there's a lot of different nuances

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to it, but it's a really good way to to kind of tip your toe in the water and

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figure out, hey, is this working for me? Is it not working for me? And then, you know, figure out where it works best for

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you. Yep. Absolutely. Okay. Now, another question here as far

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as when they're setting up their emails and their SMS automate automations, what

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are some of the common mistakes that people make that they could avoid?

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to help them maximize their return on investment. All right, I'll give you two really

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basic ones, but it still happens. So basic, people still do it, right?

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Just send from name brand, make it your brand name. Some people will leave it blank. It'll say no reply or something,

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you know. Um, so make it your brand name. Make your email, the images in your emails

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clickable. I can't believe it's 2025 and we're still talking about this. I got one two days ago. We have internal jokes

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about this. me and a colleague all the time. We're like, we'll share the email. Like, oh, they didn't make it clickable. It's such a good email, right? I got one

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a couple days ago. Hold on. Back back that one up. Oh. Oh, images. Make make the images clickable.

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Images. Yeah. Okay. I didn't quite catch that. Yeah. So, I got one a couple days ago and it was this be I think I forgot what

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the product was. It was beautiful and I'm like, you know what? I just clicked on it and it just opened up the image and I'm like, oh no. Oh, no. Because

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then you have to go to the website and you got to search for it. Yeah. That. So those are the two very basic ones. I'll kind of go a little more

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maybe advanced on you here now. So the next one would be welcome messages.

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I can have debates with people about this all the time. The best practice which I used to promote 15 years ago was

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introduce your brand to them. Tell them your story. Tell them how often you're going to be sending.

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I would tell you you're wasting your time if you're doing any event now. People are used to shopping online. and

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they're signing up. A lot of times they sign up because they're they want to shop. Again, it's high intent stage. A

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lot of times they sign up because you offer a discount to sign up for the email program. So, they're looking for

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the discount. I tell people now, write one or two messages in a welcome message, but introduce your brand. And

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by that, I mean, introduce products. Tell them why you're great. Use some social proof, maybe a testimonial or

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showcase top rated or five-star products. Guide that person into something that they know is quality.

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reinforced value ads and that could be for your expedited shipping, return policies, satisfaction guarantees,

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whatever it might be for you. And then you know from there that second message

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is around you know again introducing product lines. You could do it based on what they click on. Whole different

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strategy level. Not that difficult, but um there. So, welcome series. That's your place where you can get someone

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brand new, shows interest in your brand, high conversion rates. I mean, really high conversion rates on those messages.

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And so many brands say, "Hey, I'm Greg. I started this because and here's my whole story." And I tell people, I'm

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like, they don't care. Like, I'm sorry, but they don't care. It's not why they got your emails. They might care but

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they don't care about like reading in an email. So if it is really if it is a

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brand ethos for you and it is a legit part of your brand and one of those things that differentiates you from a

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competitor. I tell people really small call out have it link there that goes to a web page

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that they can read more about that if they want. It still conveys that you are say familyowned or whatever it might be

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but then you also get the other info. So there's a way to balance that a little bit. So that's another mistake that I think people really miss out on uh is

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that welcome message. That's high intent there for him.

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Okay. Now we're gonna go ahead if you got something more. Oh, I was going to say beyond that

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you'll be amazed right there. Best practices. I always tell people best practices are a guide. Take the best practice as a guide. It's

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a starting point. Get your metrics, you know, re uh refined from there. But

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you'll be amazed that you can send, say, a card abandoned email with 20 different looks and 20 different call outs and 18

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of them can work, right? And that's kind of the beauty of email. It's just customizing for your audience. So I say

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like those mistakes that people I could tell you, hey, don't do this with your abil cart. I mean, link the messages

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there and link the images, but beyond that, you have a lot of room to kind of manipulate and test and try to refine

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things that fit your brand's style. So, I don't want to go too deep into like this. Hey, this is a big mistake because

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that's the beauty of email is you have a pretty uh large wiggle room. Excellent.

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All right. Now, moving on to 2025 trends in and economic shifts and we'll fall

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back to a little bit from 2024 of the Black Friday, Cyber Monday events of last year.

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How would WordPress businesses adapt their email SMS strategies to stay more

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competitive in the 2025 as things are changing and moving forward and also since you know email remains a top

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channel uh with a 73 to1 return on on uh investment and

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you know what uh why are the consumers preferring it for promotional messages?

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I I think there's a lot there's a lot to really unpack here. So, as far as like consumer trends go, I think everyone who

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reads, you probably see it in your own business as well, but anyone who's reading and following, you know,

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the fluctuations with tariffs and economic uncertainty and, you know, job loss, whatever, right? Macro and

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microeconomic factors. The one thing that's been consistent for the last 18 plus months, but we really saw it pop

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during Black Friday, Cyber Monday, like the holiday shopping season, but it's continued this year, is this consolidated purchases, right? So,

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customers are shopping for value. I am one of them. My grocery bills are skyrocketing almost weekly. Everything

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is becoming more expensive and I'm looking to save money where I can. So, we've seen private label brands, you

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know, increase from stores because consumers are shopping there. So they're trading down brand names when it fits

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their lifestyle, fits the price point and fits the quality perspective. But what the one thing that is also doing is

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it's consolidating those purchases. So you know last holiday season I keep

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talking about omniscent data. So to put this at a high level perspective and these reports are all on our website. We

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don't gate them. Uh but we sent over 26 billion marketing messages last year. So when I talk about messages and we're

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sending it's pretty good pool size pool. Yeah, it's a pretty good pool.

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So, we saw the overall number of orders go down last Black Friday, Cyber Monday

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season, but the average order value increase. I think I forgot the number

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off the top of my head. It might have been like 48% increase. So, we're seeing people purchase less but spend more with

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brands are purchasing from. Walmart has kind of indicated in their uh recent reports that earnings reports that

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they're seeing the same trends there, but we're kind of seeing this across the board. So, what this tells me is every sale matters. You need to capture them

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to get them buy from you because they're buying from fewer brands. So, you need to be a little more targeted there. I

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don't think this is going away anywhere soon. I think we're going to see this. If the predictions of more price hikes

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because and lower inventories around Black Friday, Cyber Monday this year, you're selling products. I would expect

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this to continue and maybe be exacerbated, but expect this to continue this year and probably in the 2026 until

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things kind of settle off a little bit. But uh so what does that tell me as a

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brand? Well, it tells me I need to really promote my value ads as best possible. Uh and that's going to be all

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those things like shipping. So I always ask the question, why would they shop from you and not from someone else?

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Especially if you're not the lowest price, right? So, a lot of independent brands, they can't compete with buyers

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like Walmart, right? That can buy at scale. They can take the hit on the the retail

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margin side because they've got media networks to kind of lift them up. Amazon, another one, right? Uh so, be

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timely relevant with your messages. And I think this is the one thing where email to your other question there,

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John, is why email over these other channels? And I would say other channels

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are great. You should be using paid search. You should be using paid ads. You should be using paid social, right?

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You should make it work together with the email. And the one thing where email is valuable from a brand standpoint is

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it's first-party data. You collect it, they opt into it, they say, "I want to hear from you." But we're seeing open

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and click rates continue to increase even though orders are going down just in a wide scale. Click to conversion

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rates are going up. And what this tells us is that people when they're looking for a sale, they're going to their

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inbox. They're searching either for brand name or they're just scanning their inbox of promotions. They're going

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there because it's their time to buy or they're interested in buying and they're looking to the email to see, hey, what's the promotion today or what's the

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special or what's this or what are the new products I should be aware of. So, it is a destination point now and it's

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an active one where people are going to. And that's why I would say email is so important. They can ignore you on

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Instagram or Tik Tok. They can blow by you. You can get lost there. you're not getting lost in the inbox as much as you

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are there. And people are looking for that and they've signed up. They've shown intent there. And that's why we can continue to see it for 20 years

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continue to perform because it is that opt-in channel. It's first-party data. And that's why it's so important. And I

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think as now as feeds and streams become more populated with ads and you know attention is

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shorter. I just say that because people are scroll happy, right? You go on Instagram, you go on Tik Tok and you're

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scrolling a lot more. So your attention's shorter to individual pieces. They're used to seeing ads

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there. They know it's an ad. They know it's not. And they can scroll by it or hit some email. They know what it is.

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Like, "Hey, I want XYZ. What do I got here?" And they're going there and then they're opening and they're clicking.

349
00:35:38.079 --> 00:35:43.119
Once they click, you kind of got them. We're seeing those once you click, we're seeing those conversion rates increase

350
00:35:43.119 --> 00:35:49.200
over time, which is a good sign. Yeah, it is a good sign. It sounds like what uh brands and companies and

351
00:35:49.200 --> 00:35:56.160
organizations need to do is they need to work on their brand loyalty or getting their consumers to be more loyal to

352
00:35:56.160 --> 00:36:04.400
their brands. And in that vein, how can something like Omnisend be used to help

353
00:36:04.400 --> 00:36:09.760
build a stronger relationship with their clients or their their visitors, their

354
00:36:09.760 --> 00:36:15.760
site or whatever to keep bringing them back? And what sort of other pieces of

355
00:36:15.760 --> 00:36:22.480
on the send such as does it help give you better designs because designs in an email help people or emails that will

356
00:36:22.480 --> 00:36:28.800
open in whatever email platform people are looking at it whether they're looking at their web mail, their

357
00:36:28.800 --> 00:36:35.440
outlook, their um what's the old the Thunderbird. I still have clients that use Thunderbird. So it's like there's

358
00:36:35.440 --> 00:36:41.040
many different email clients or even the one on their phone, you know, whatever it happens to

359
00:36:41.040 --> 00:36:46.880
be. how to ensure the email looks similar or the same when it's opened

360
00:36:46.880 --> 00:36:52.480
across all these different platforms. I so

361
00:36:52.480 --> 00:36:58.079
we have built in our our templates if you're using like the Wizzywig template in Omnisan. They are naturally

362
00:36:58.079 --> 00:37:04.160
responsive design. So they have all the industry best practices built in them. So hopefully if you're opening on

363
00:37:04.160 --> 00:37:09.760
multiple devices, open an email in Gmail on your laptop, then later you're like, I need to check

364
00:37:09.760 --> 00:37:16.640
that out again. I'm on the go. and you open your phone or your built-in email client, whatever you're doing, hopefully those things render well. I think the

365
00:37:16.640 --> 00:37:23.760
ultimate secret to email and it's not a secret is relevant content. Are we is the content readable? Is it scannable?

366
00:37:23.760 --> 00:37:29.599
And that's the one thing, right? We talk about writing books in an email and be like, "Oh, let me tell you about this." But people want to see pictures. They

367
00:37:29.599 --> 00:37:35.359
want to see quick little headlines. They want to see star ratings. These are things where you can have a

368
00:37:35.359 --> 00:37:42.079
long email and have it be successful. It doesn't need to be super short, but it needs to be visually appealing where

369
00:37:42.079 --> 00:37:48.000
people can scroll to see what they like. They know what it is. They can click on and they know what they're going to get after. Then I think that's the ultimate

370
00:37:48.000 --> 00:37:54.079
secret for it. Uh so we have these tools built into the platform, which is great.

371
00:37:54.079 --> 00:38:01.520
Uh the other part of that is, you know, as long as you're sending relevant content, and relevant can be kind of a

372
00:38:01.520 --> 00:38:08.160
loose term here, but content that matters to the customer and ways you can do that. Not every email will be right.

373
00:38:08.160 --> 00:38:13.440
I could, you know, a lot of people buy shoes from us and I send you a shoe email and you're not ready to buy shoes

374
00:38:13.440 --> 00:38:19.839
yet. Doesn't mean that email is not relevant. This is where putting content blocks into the email and having it

375
00:38:19.839 --> 00:38:26.480
populate with, you know, when we tie it to either Woo Commerce or your your platform to get that customer data in

376
00:38:26.480 --> 00:38:33.680
there, but we can have product recommendations that are tailored to that individual, you know, specific individual and other lookalikes or, you

377
00:38:33.680 --> 00:38:38.880
know, whether they purchased or not purchased. So, those are some ways to make your everyday emails more relevant

378
00:38:38.880 --> 00:38:44.160
to the customer. The more relevant it is, the more they're going to want to open your messages because they know they're not they're going to get

379
00:38:44.160 --> 00:38:50.640
something that is somewhat appealing to them. And some days it's going to be more appealing, some days it's going to be less appealing. That's okay. That's

380
00:38:50.640 --> 00:38:56.960
where automation's for. The second part of that, we talk about customer loyalty

381
00:38:56.960 --> 00:39:04.320
is it's still a widely underused tactic, but it is so powerful and important for

382
00:39:04.320 --> 00:39:10.960
brands. And this is post-purchase messaging. Again, we talk about automated messaging. So, brand loyalty

383
00:39:10.960 --> 00:39:17.200
is really hard to attain now. It's hard to keep even store, you know, even

384
00:39:17.200 --> 00:39:23.119
brands like Apple are seeing a shift here. And part of that is just economic factors and things like this, but it is

385
00:39:23.119 --> 00:39:28.400
hard. So, post-purchase of one of these automated messages where you might think

386
00:39:28.400 --> 00:39:35.200
to yourself, well, they just bought. How effective can it be? Well, it can be effective from a sales standpoint. And

387
00:39:35.200 --> 00:39:40.320
one thing I would tell you there is if they buy from a post-purchase series, you've now had two purchase because they

388
00:39:40.320 --> 00:39:46.400
don't get that series until they purchased that one time. So now you're starting that that road. But it's all

389
00:39:46.400 --> 00:39:53.040
about enhancing the customer experience. So when people say post purchase, they think, well, I send a product review message and I send my transactional

390
00:39:53.040 --> 00:39:59.280
messages, my order and shipping confirmations and and then I send a cross-ell email to

391
00:39:59.280 --> 00:40:04.320
them. All those things aren't really enhancing the experience. You know, I

392
00:40:04.320 --> 00:40:09.920
would I mean, with the exception of the order and shipping confirmation, people love those things because it tells them about their order.

393
00:40:09.920 --> 00:40:16.640
It tells them it's on its way. Yeah. Yeah. So, kind of important there, but most company most companies aren't

394
00:40:16.640 --> 00:40:22.880
optimizing those to put a little bit of of sales content in there, which they should, but um you know, it's still

395
00:40:22.880 --> 00:40:29.200
going to be, hey, can we automate one or two messages these people to help enhance that purchase experience? So, if

396
00:40:29.200 --> 00:40:35.359
I buy, I don't know, a service or a product, can you send me something like a product care message? Hey, Greg,

397
00:40:35.359 --> 00:40:40.880
thanks for a recent purchase. Hey, um, you know, here's the best way to wash

398
00:40:40.880 --> 00:40:46.480
your or care for XYZ product. And you're giving content that makes them feel

399
00:40:46.480 --> 00:40:52.160
valued. It makes it feel like they bought something or have something of value to them and that you care about

400
00:40:52.160 --> 00:40:59.599
them instead of just, hey, it's going to go bad sometime and just reby from us at that point, right? So the next time I

401
00:40:59.599 --> 00:41:06.480
want to buy XYZ or give a gift, right, this is a big thing. Hey, I know this company cares about the product. Here

402
00:41:06.480 --> 00:41:12.400
are some things that I I could tell you how to wash them, right? And it's messages like that. And it could be

403
00:41:12.400 --> 00:41:18.319
product care. It could be howtos. It could be uh you know, even just showcasing some toprated cross-ell

404
00:41:18.319 --> 00:41:25.280
products, but you can you can put sales content in these messages, too. And you know, hey, here's how to care and wash

405
00:41:25.280 --> 00:41:30.720
your lingerie. By the way, we sell lingerie wash bags and lingerie

406
00:41:30.720 --> 00:41:37.280
detergent to keep it soft and, you know, from tearing or whatever. Like, there's easy ways to subtly cross-ell there,

407
00:41:37.280 --> 00:41:43.599
right? And you can make it so effective and the message still just resonates that, hey, this brand gave me an exceptional

408
00:41:43.599 --> 00:41:49.440
experience versus an ordinary experience. And there is a difference there. And that's what's going to be

409
00:41:49.440 --> 00:41:55.200
it's that, you know, do we move the lever? And things like that move the lever.

410
00:41:55.200 --> 00:42:02.000
Okay. Now looking ahead with 2025, what sort of emerging trends aside from

411
00:42:02.000 --> 00:42:08.079
AI, it's been a massive emerging trend. Personalization should businesses uh WordPress

412
00:42:08.079 --> 00:42:13.560
businesses watch or try to get ahead of add

413
00:42:14.240 --> 00:42:21.280
I think the biggest one well I don't know what biggest but one of the most important ones I'm talking

414
00:42:21.280 --> 00:42:27.040
about both sides of my mouth now. Uh, one of the most important ones is that customer value and I've mentioned it a

415
00:42:27.040 --> 00:42:33.040
couple times about promoting benefits and value ads and things like that. I think it's really important and you know

416
00:42:33.040 --> 00:42:39.359
it might be beating a dead horse at this point but I think it is so important for brands to really focus on that. So what

417
00:42:39.359 --> 00:42:45.599
do you do with that? I would look at all the messages you send and find ways to kind of hard code some of those things in there. So if people seeing an email

418
00:42:45.599 --> 00:42:51.760
they're seeing they're on your website, right? We want to make sure that we're hitting that message every single time.

419
00:42:51.760 --> 00:42:58.319
Is it free returns or you know free shipping over 35? We'll promote that stuff right built into the header of

420
00:42:58.319 --> 00:43:04.160
your message. Have uh you know customer service or product reviews. Have user

421
00:43:04.160 --> 00:43:09.359
generated content whether it's testimonials or whatever. Hardcode some of that stuff into your messages to make

422
00:43:09.359 --> 00:43:15.680
people feel like hey these other people got a good value from us. They like the product. I've got free shipping. I've

423
00:43:15.680 --> 00:43:22.160
got whatever here. Satisfaction price matching. I think it's really important for brands to do that. And so I would

424
00:43:22.160 --> 00:43:28.160
look across all your messaging, your website, your social ads, even your social profiles, and figure out, hey,

425
00:43:28.160 --> 00:43:33.920
where can we kind of hardcode these things in to constantly reinforce this message? I think it's going to be really

426
00:43:33.920 --> 00:43:39.680
important because again, I think that shift in consumer purchasing isn't going anywhere. And this kind of is one of

427
00:43:39.680 --> 00:43:45.680
those obstacles to conversion or persuasion points there. Uh I think Black Friday, Cyber Monday, we've been

428
00:43:45.680 --> 00:43:51.280
seeing it, you know, I coined this term. I don't know I coined I I've been using a term I don't know if anyone's using it

429
00:43:51.280 --> 00:43:56.960
so I can't really coin it uh but probably a decade ago I said you know we're really at gray November now

430
00:43:56.960 --> 00:44:02.319
and I think we're we're now at gray November right we're starting to see Black Friday Cyber Monday creep into

431
00:44:02.319 --> 00:44:10.079
October I think this is a permanent thing so for the marathon yeah prepare for the

432
00:44:10.079 --> 00:44:17.520
marathon u black Friday you're still going to have Black Friday Cyber Monday be your pinnacle days black Friday is

433
00:44:17.520 --> 00:44:23.200
really now Black Friday week. Two years ago was really that tipping point last year. Everyone did it. Almost everyone

434
00:44:23.200 --> 00:44:29.680
did it. But prepare for, hey, this is our best deal. It's going to happen all week and use a sense of urgency. Get

435
00:44:29.680 --> 00:44:36.079
them before they go on price. That's actually that's actually been happening here in Canada Canada for several years where they do an entire

436
00:44:36.079 --> 00:44:41.920
the entire Black Friday week of stuff. So, it used to be standard promotions in

437
00:44:41.920 --> 00:44:50.240
the stores, but it's definitely moved online in the last few years. All right. Yeah. So, I mean, and then, um, I would

438
00:44:50.240 --> 00:44:56.400
say the other one, we've just passed it, but keep it in mind for next year. Uh, you know, we've seen Prime Day, Amazon,

439
00:44:56.400 --> 00:45:01.440
Target, all these stores kind of launch their big summer sales around back to school, right?

440
00:45:01.440 --> 00:45:07.440
And I think summer Black Friday is now a thing. So,

441
00:45:07.440 --> 00:45:13.920
late June, early July, I think you're going to have just as good a deal as you're seeing as Black Friday, Cyber Monday to get that sales thing. So, I

442
00:45:13.920 --> 00:45:19.119
think we're going to have two kind of periods of Black Friday, Cyber Monday every year now. Interesting. I hadn't noticed that.

443
00:45:19.119 --> 00:45:25.680
That's good to know. All right. Well, we still got a few minutes here, but what we're going to do at this point for those listening to the download, the

444
00:45:25.680 --> 00:45:31.920
downloaded version of the podcast, this will be continued on the YouTube channel. So, there'll be additional

445
00:45:31.920 --> 00:45:38.160
information. And for those still listening on the YouTube channel, hi out there to Ryan at InfluenceWP. Nice to

446
00:45:38.160 --> 00:45:44.640
see you on the channel. Greatly, great to see you here. Anyway, come on back to the channel, our YouTube channel, and

447
00:45:44.640 --> 00:45:50.480
catch the end of it and we're going to play the outro and we will be right

448
00:45:50.480 --> 00:45:58.319
back. Reminders for the show. All the show notes can be found at wp plugins az.com.

449
00:45:58.319 --> 00:46:05.359
And while you're there, subscribe to the newsletter for more useful information delivered directly to your inbox. WP

450
00:46:05.359 --> 00:46:12.000
Plugins A Toz is a show that offers honest and unbiased reviews of plugins created by you, the developers, because

451
00:46:12.000 --> 00:46:19.040
you support the show. Help keep the show honest and unbiased by going to wpplugins.com/donate

452
00:46:19.040 --> 00:46:25.280
and set the donation level that fits your budget. Help us make the show better for you by subscribing and

453
00:46:25.280 --> 00:46:33.040
reviewing the show through your favorite podcast app. You can also watch the show live on YouTube at WP Plugins A to Z.

454
00:46:33.040 --> 00:46:39.599
And remember to subscribe and hit the bell to get notifications of all new videos. You can also follow the show on

455
00:46:39.599 --> 00:46:45.839
X at WP Plugins A to Z. John can be reached directly through the website

456
00:46:45.839 --> 00:46:52.319
wppproadz.com or email him at johnwpro.ca.

457
00:46:52.319 --> 00:46:58.000
Amber can also be contacted through the website at wproz.com

458
00:46:58.000 --> 00:47:04.880
or email her directly amber@wpro.ca. CA.

459
00:47:04.880 --> 00:47:11.078
Thanks for joining us. Have a great day and we'll see you next week.

460
00:47:18.319 --> 00:47:23.359
Too many things going at once. All right, so we're back on the YouTubes

461
00:47:23.359 --> 00:47:28.880
here. For those of you that are actually listening, yeah, hit the like button, folks. I appreciate that. All right, so

462
00:47:28.880 --> 00:47:34.000
just a couple of quick things here. talk about some practical tips for folks, you

463
00:47:34.000 --> 00:47:39.440
know, what they can do that might help them out along the way or give them some

464
00:47:39.440 --> 00:47:47.359
ideas. You know, for example, a WordPress business owner just starting with Omnisend, what is one quick win

465
00:47:47.359 --> 00:47:54.079
email or SMS automation they can set up in a day to start driving uh sales?

466
00:47:54.079 --> 00:48:01.280
Yeah. So, I'll give you the automation and I'll give you an email. Um, so automation mentioned before, you can

467
00:48:01.280 --> 00:48:07.040
literally set these things up within a matter of minutes. So, you can do any of them. I would start with the basics. The

468
00:48:07.040 --> 00:48:12.640
three we talked about, welcome message, card abandonment, and then product abandonment. Those are the three I do.

469
00:48:12.640 --> 00:48:17.920
The very basic one, just starting out, get a welcome message. Introduce the products and kind of what your brand

470
00:48:17.920 --> 00:48:24.640
offers. And that's the easy one to do. Chances are that content's already created on your website, so you just kind of need the to beg bar on steel and

471
00:48:24.640 --> 00:48:30.240
put it in there. Uh, but that's the first thing I would do. Have a popup, right? and marry those two things

472
00:48:30.240 --> 00:48:35.839
together. I think it's an easy win, but it starts that communication a little bit. So, that's what I would do there.

473
00:48:35.839 --> 00:48:40.960
If you're looking for say a type of email, it tends to work

474
00:48:40.960 --> 00:48:47.839
really well or even just a subject line to kind of tie those things in there. Uh, back and stock messages. So, if you

475
00:48:47.839 --> 00:48:53.040
are, I don't know, the guy's, you know, the email subscribers brand new, maybe

476
00:48:53.040 --> 00:48:59.359
they don't know something's out of stock. Maybe you it was out of stock per day or it's a new product line, right?

477
00:48:59.359 --> 00:49:05.839
Or new additions. Back in stock automations convert better than any other message.

478
00:49:05.839 --> 00:49:11.359
You just send brands just send fewer of them, but the conversion rate is I think it's more than double. It might be like

479
00:49:11.359 --> 00:49:17.440
a 6.2 percentage conversion rate versus a 07 for a scheduled message.

480
00:49:17.440 --> 00:49:24.240
It's nuts. But back in stock, it's newness. So if you have a new product drop, right, really good subject line. It's an easy

481
00:49:24.240 --> 00:49:31.200
email. You have the content again because you know what's back in stock. But that's kind of an easy win for brands to play around with. Uh so that's

482
00:49:31.200 --> 00:49:38.079
one email one automation. And then I'll give you a couple uh just real quick resources. These are free resources to

483
00:49:38.079 --> 00:49:44.160
use. We talked about AI a second ago. U if you're just looking for a little bit of help. So if you go to web omnisense

484
00:49:44.160 --> 00:49:50.960
resources section on the page, they have a whole tools hub and we have like and we have like an subject line generator.

485
00:49:50.960 --> 00:49:56.400
So have subject lines created for you. based on the type of email or promotion you want to do. We also have a checker,

486
00:49:56.400 --> 00:50:03.280
so if you write your own, you can plug it in there. It kind of grades these, scores you and gives you recommendations and suggested subject lines to improve

487
00:50:03.280 --> 00:50:09.520
those. So, a couple quick tools that uh are free to use that you could just pop over and check them out.

488
00:50:09.520 --> 00:50:15.520
Okay, those are some excellent tips there. Now, you've spoken about the power of personal or no, sorry, that

489
00:50:15.520 --> 00:50:22.000
yes, power of personalization with uh 71% of consumers expecting tailored interactions. How can WordPress users

490
00:50:22.000 --> 00:50:27.200
leverage Omnisend segmentation and AI tools to create personalized uh

491
00:50:27.200 --> 00:50:33.520
campaigns? So segmentation I tell people can be

492
00:50:33.520 --> 00:50:39.119
really simple, it can be really complex and usually it falls somewhere in the middle, but it's really up to the user

493
00:50:39.119 --> 00:50:45.520
to define how they want to use it. We'll continue on the AI We'll continue

494
00:50:45.520 --> 00:50:51.119
on the AI theme here. So, one of the challenges that brands use with segmentation is

495
00:50:51.119 --> 00:50:57.040
creating a segment, right? It's like, well, what do I put in here? Who do I target? Do I have the right stuff? So,

496
00:50:57.040 --> 00:51:03.520
Omniscent has AI built throughout its platform. Segmentation is one of those cool areas where you can casually talk

497
00:51:03.520 --> 00:51:08.559
to the AI builder and say, "Hey, give me a set of customers or a set of

498
00:51:08.559 --> 00:51:14.640
subscribers who do X, Y, and Z." Right? And you just spell it out and I'll suggest it for you. And then you have

499
00:51:14.640 --> 00:51:20.880
the one button to create the segment for you. So you can refine from there, but it makes the time to create segments

500
00:51:20.880 --> 00:51:27.359
super simple. So where are people starting out? What do you want to target? Probably website browse behavior

501
00:51:27.359 --> 00:51:34.480
or maybe source. Uh and those are places to kind of tell you well where they come from. Did it come from a Facebook ad, a

502
00:51:34.480 --> 00:51:40.720
LinkedIn ad, a uh you know Tik Tok ad? And then you can target them a little bit differently or were they checking

503
00:51:40.720 --> 00:51:46.400
out XYZ pages of your website? gives you a little indication about what that intent is, what their interest level is,

504
00:51:46.400 --> 00:51:54.720
and then you can schedule those out for you. Uh, really simple thing to do with segmentation as well. People forget

505
00:51:54.720 --> 00:52:01.359
about people that buy from you, right? So, if I buy from you yesterday and you're sending me an email today, you

506
00:52:01.359 --> 00:52:07.200
might just want to create a a segment of people who bought with within, say, the last three days or five days and just

507
00:52:07.200 --> 00:52:12.240
suppress them from your promotional sends. Again, ideally, you have a post-purchase series, but let's say you don't.

508
00:52:12.240 --> 00:52:19.359
Give them a couple day break, let them breathe, and then get them back on the promotion. So, sometimes segmentation can be as simple as this. This is who we

509
00:52:19.359 --> 00:52:25.359
don't send to today. That's that's a very good point there is, uh, you know, I bought from you. Two days later, you're trying to sell me

510
00:52:25.359 --> 00:52:31.520
again. It's like, wait, I just bought. I'm good right now. So, yeah. And the worst part about that is

511
00:52:31.520 --> 00:52:36.640
say, say you we're running a promotion for 10% off and I bought from you. The next day you're

512
00:52:36.640 --> 00:52:42.720
you're getting the 10% off. Yeah, that would that would suck. What am I I mean what I'm doing is I'm

513
00:52:42.720 --> 00:52:49.040
contacting customer support and say, "Hey, I bought this yesterday. Can I can you credit me back 10%." Right. It's a

514
00:52:49.040 --> 00:52:54.800
nightmare for customer service. So that's where that couple day break. Yeah. It just gives them a little little little relaxation there.

515
00:52:54.800 --> 00:53:01.040
Yeah, that's for sure. Now, also you as a seasoned speaker and podcaster, what

516
00:53:01.040 --> 00:53:08.000
is one piece of advice you'd give WordPress businesses, Woo Commerce businesses, and owners on ways they

517
00:53:08.000 --> 00:53:13.319
could help stand out in the crowded e-commerce market?

518
00:53:14.000 --> 00:53:20.079
I tell people, I don't know if this will help you stand out per se. I'll try to think of something off the top of my head, though. Uh, that's a really good

519
00:53:20.079 --> 00:53:25.280
question, John. I will tell people, don't be overwhelmed. I I've talked

520
00:53:25.280 --> 00:53:32.240
about all these automations you do today and segments and stuff and do this covered a lot. Don't be overwhelmed. Yeah. Uh because

521
00:53:32.240 --> 00:53:38.079
that's the one thing you talk about all these things you're like. So I tell people start small, start simple. Say

522
00:53:38.079 --> 00:53:43.839
you want, you know, a two three me. Let's just say three, a three message welcome series.

523
00:53:43.839 --> 00:53:49.440
Well, so many people will look at that and go, okay, I need all three messages built at once. I need them to look

524
00:53:49.440 --> 00:53:55.520
perfect. I would tell you no. Get the first message out. put it, let it do its

525
00:53:55.520 --> 00:54:01.119
thing, then add the second message. You can just tweak it at any point and add the third one. And then if you want to

526
00:54:01.119 --> 00:54:08.559
go back and pretty them up, you go back and pretty them up. But they're at least they're doing their job. And this the one thing just, you know, they like

527
00:54:08.559 --> 00:54:16.880
Frankie says, relax if you if you're a friend's uh you know, friends watcher or whatever. But uh you know, just take a

528
00:54:16.880 --> 00:54:22.960
step back, breathe, do one small thing at a time, and it's like compounding interest. It will start paying dividends

529
00:54:22.960 --> 00:54:29.200
for you. So that's the one thing I would do to stand out. I think it's just value, right? Can you promote the value?

530
00:54:29.200 --> 00:54:37.680
Can you provide content that's relevant to the customer as best possible? Can you do what you you know what is it? Say

531
00:54:37.680 --> 00:54:43.440
what you're going to do. Do what you say, right? And you could do that from a business perspective as well. So provide

532
00:54:43.440 --> 00:54:49.839
them as best relevant content. Small things like that go a really long way. And it makes the customer feel one, feel

533
00:54:49.839 --> 00:54:54.880
valued, but two, they feel like they could trust you at that point. be like, "Okay, these guys these guys get it. They're

534
00:54:54.880 --> 00:55:01.680
not sending me five messages a day, right? They're on top of their program there." All right. Actually, I So, John, I have one where

535
00:55:01.680 --> 00:55:08.079
you can stand out. Okay. I'll try to make it quick for you. Yep. No problem. Customer Oh, customer service is a major one.

536
00:55:08.079 --> 00:55:14.640
It is. It is one of the biggest differentiators for brands nowadays. I have a nice example of it. A local

537
00:55:14.640 --> 00:55:21.119
farm company here that I order my meats and my dog food online from. They made a mistake in the delivery. forgot to

538
00:55:21.119 --> 00:55:27.040
deliver the box of dog food. I reached out to them. Unfortunately, they were closed on Sunday, so I had to

539
00:55:27.040 --> 00:55:32.720
wait till Monday, but Monday, they reached out right back to me and they delivered that box of dog food out later

540
00:55:32.720 --> 00:55:38.480
that day. So, it's like it customer service is like an a number one, you

541
00:55:38.480 --> 00:55:44.079
know, it's a great So, John, wonderful example, right? And what are you doing?

542
00:55:44.079 --> 00:55:49.440
Right, we're talking about it on YouTube today. So, and so one, other people are

543
00:55:49.440 --> 00:55:54.960
hearing the same thing. Two, you might share it with your family and friends. Oh, I definitely I I've gotten most of

544
00:55:54.960 --> 00:56:00.640
my family and friends to buy from this uh farm. It's Barryman's Farm here, local local farm. So, they're they're

545
00:56:00.640 --> 00:56:06.000
just a great resource for us. And I So, I'll give you a funny story.

546
00:56:06.000 --> 00:56:12.319
This happened years ago. So, hopefully they're not mad at me anymore. So, ironically, so I live in Durham, North

547
00:56:12.319 --> 00:56:18.160
Carolina. I moved here about 13 years ago. But Ironically, I came in for a wedding a couple years before that. And

548
00:56:18.160 --> 00:56:24.799
I fly in, it's late at night. I've got a couple cousins from a different city flying in, and we're all getting around

549
00:56:24.799 --> 00:56:30.480
the same time. So, I tell them, I said, "Hey, I'm renting a car. It's a cheap car. Just jam in the back seat. It's an

550
00:56:30.480 --> 00:56:37.200
hour drive from the airport, right?" So, I wait around the airport for 20 minutes. We get it. So, I go to the car rental place

551
00:56:37.200 --> 00:56:42.319
and the guy goes uh goes, "Oh, I see you got a couple people with you.

552
00:56:42.319 --> 00:56:48.319
Do you want to upgrade it?" you know, I'm poor at this time. I got no money. And I'm like, no, they can jam in the in

553
00:56:48.319 --> 00:56:55.040
the backseat for an hour. Like, we're fine. And the guy, he looks at me and he's like, "Well, we're out of compact

554
00:56:55.040 --> 00:57:00.640
or economy or whatever I render. We're out of economy, so I'm going to give you like he gave me the upgrade because it's

555
00:57:00.640 --> 00:57:05.920
the only car they had." And I tell this story to friends all the time, and I'm like, "You know what? This

556
00:57:05.920 --> 00:57:11.040
company here, like look at this thing they tried to pull on me." On the flip side, they could have been

557
00:57:11.040 --> 00:57:16.640
like, "Oh, you know, Mr. Zach was I see you have a couple people with you. It's late. Let me go ahead and upgrade you

558
00:57:16.640 --> 00:57:22.319
for free. Yeah. And I'd be telling the opposite story here. I'd be like, "Oh, I'm going to go to them next time because they'll take

559
00:57:22.319 --> 00:57:28.799
care of me." And now I don't avoid them, but they're not my first choice. Yeah. That that's the unfortunate way

560
00:57:28.799 --> 00:57:34.480
that it sometimes works. Well, on that note here, we're going to give you opportunity to tell everyone where they

561
00:57:34.480 --> 00:57:40.640
can find you um and where they can learn more about Omnisense's resources.

562
00:57:40.640 --> 00:57:48.000
Absolutely. Okay, so Omnisend, pretty simple. Omnisend.com. I think every social handle is omnisense. So you can

563
00:57:48.000 --> 00:57:53.920
find us. I'll tell people you can reach out to anyone in the company on LinkedIn or whatever you want to do here. We are

564
00:57:53.920 --> 00:57:59.920
super friendly. We will talk to you. We'll pass you off to the right person. If uh if we're not the right person to

565
00:57:59.920 --> 00:58:04.960
be chatting with and if we're not the right fit for your brand, we'll tell you. So we're not going to get you in

566
00:58:04.960 --> 00:58:10.640
there for no reason. So omnisend.com, perfect way. Uh re some of those resources I talked about. So, our stats

567
00:58:10.640 --> 00:58:15.839
reports, those AI tools, uh, you know, earnings calculators, all that type of

568
00:58:15.839 --> 00:58:21.839
stuff. Stuff's all free. It's on our resources section of the website. So, check it out. And you can find the WordPress and Woo Commerce integration

569
00:58:21.839 --> 00:58:26.880
info on Omniscent as well. Uh, as far as me, I'm on the primary social channel.

570
00:58:26.880 --> 00:58:32.799
So, LinkedIn's probably the best way to get a hold of me. Also on Blue Sky if you want to check out Blue Sky. I know not a lot of people are on there, but

571
00:58:32.799 --> 00:58:38.799
it's I am. So, but LinkedIn's always the best. And all of those links will be in the show notes, folks. in the show notes

572
00:58:38.799 --> 00:58:44.200
will be up in the next 24 hours over at wpplugins.com.

573
00:58:44.240 --> 00:58:50.400
And on that note, thank you very much, Greg. I appreciate your time coming on the show and for the interview.

574
00:58:50.400 --> 00:58:55.920
This was a blast, John. Thanks. Appreciate it. All right. Well, that's all, folks.