Jack (00:00)
Hey guys, sorry to keep you all waiting. ⁓ We're here live with Connor Sunderland from Kensington House Media. And I want to keep this really concise, short and sweet, less fluffy. Let's just get into it and talk about what you can do with your email. ⁓ I'm pretty interested in this conversation. I've been outside of the email space in e-comm for just over a year now, ⁓ paying absolutely no attention. So I'm interested.
in what people are doing right now, and especially right now in the run up to Black Friday. I mean, I'm seeing brands that are launching their Black Friday sales already. So I imagine this is the time, the last chance to get it locked down.
Conor Sunderland (00:46)
110 % yeah and like that's what we're gonna go through because I think there are a lot of people I've been chatting to like recently like some you know some brands that I've been chatting to as a place who've still you know booked in and wanted to chat about their email and SMS marketing and kind of what I've a little bit of what I've told them as hopefully not been too anti climactic necessarily or it hasn't been like too much of a bummer for them where I've kind of said hey like you know we're you know a lot of the a lot of the
A lot of the tactics that we want to pull in for Black Friday are kind of like groundwork that you would do in September, October, but there's still so many things that are still like within your control that you can kind of do right now in November. yeah, so like with the, what I'm going to go through today with kind of all the Black Friday, Cyber Monday email marketing stuff, you know, we'll kind of, we'll show you guys like what's kind of still very much within your power, within your locus of control. I'm just going to open up the chat here and just check a little bit here. I have like three notifications here, so maybe I'm just, oh, here we go. Sorry, I was turning chat. Cool. There we go. So I will.
We'll
jump straight into the presentation here guys and just show you a couple of things that are super actionable. This isn't going to be very theory based. I'm to give you guys like, we're going to have like 30 plus example emails that you guys can basically just rip as well. And you can pull straight into your Clavio accounts or into your OmniSend accounts or into whatever you guys use. And you can just take them and run with them right away. So we're to go through basically how you can build up like a lot of extra demand through your CRM early on in this portion of November, how you can kind of have that go off like really quickly and how you can match
and then kind of a little bit of how you can sustain the momentum. And I'm also going to show you pretty ridiculous kind of Black Friday, Cyber Monday weekend campaigns and cadence. For a lot of our clients, when we actually go through Black Friday Day itself, we send four to six campaigns per day for like five days in a row. And I'll show you exactly how we do that without kind of incurring any risk or even like really annoying money people because it's just a very unique time of year. So I'm going to share a screen. At any point,
If, ⁓ is that me that's coming out, Finn? Can you hear me?
Jack (02:46)
I can hear you. You're not cutting out. You're good. it says, Oscar says there's a little bit of audio issues. You might be cutting out for some people.
Conor Sunderland (02:49)
Oscar says there's some audio issues.
I
don't know why that is. Let's crack on. you guys have any issues, just let me know. Just jump in and let me know. I can potentially look at getting a pair of wired headphones here as well at some point. Yeah, we'll be all good. So I'm gonna share a screen here, guys. We're gonna go through a couple of things here. We're gonna leave you with a number of free goodies here as well at the end. So I will go here, share, presentation, share screen, and.
Let's go here. Everyone let me know if you can see this.
Jack (03:32)
Yeah, we can see it.
Conor Sunderland (03:34)
Okay, so I'm gonna skip on here. I'm just gonna go straight into this stuff. We've been around for about five years. We work with brands doing between seven and nine figures in revenue. We've done about $300 million in email marketing revenue. yeah, we've been through a couple of Black Fridays and a lot of like what we're gonna give you guys today has just been tried and tested. So for all of this, we'll just jump straight into the kind of meat and potatoes. So what I wanna give you guys first of all is the biggest thing that I can possibly give you ⁓ at this point in November.
is any boost in deliverability. I'm going to tell you why. The big, it's cutting out properly Oscar. Can you hear me fine Jack? Is it okay for you or is it? Okay.
Jack (04:12)
You're clear for me, but might be better
I win the actual call with you. But Dennis, is it also cutting out for you? I'm not sure if it's just on Oscar's end. No, you're all good on Dennis's end, so I think you're...
Conor Sunderland (04:23)
Okay,
Okay, I was chatting with, I was chatting to.
Jack (04:28)
Alex says it's getting better.
Conor Sunderland (04:32)
There we go, we're getting stronger and stronger. As I was chatting to a client of ours recently.
just on just a consulting client. was basically saying to them, because of the way that they run their CRM, the single biggest thing that they could possibly do, they do like they do an offer every single weekend because they're not like the highest LTV brand in general. So they do an offer every single weekend. What I told them was the single biggest thing we could possibly give you is to increase the number of openers that you can have for this weekend offer, because your whole CRM program is geared around these weekly, these weekend offers. So it's not necessarily going to be in like for retention isn't necessarily going to be built around like crazy post purchase flows.
about maximizing these mini peaks that we create for ourselves every single weekend. The best way we can do that is by keeping as much of our CRM in the fold as humanly possible. So, so many brands like I remember seeing this in like 2022 brands like Pupori, AG1, Gymshark all going into my spam folder in like Black Friday of 2022 in particular I noticed this.
And just because you have good deliverability in the normal run of events does not mean that you will have an amazing deliverability in the, going into Black Friday. Servers are absolutely rammed. People's inboxes are completely clogged.
Jack (05:28)
cheese.
Conor Sunderland (05:41)
And so in this time of year, you kind of have to do a little bit of black magic, as I would call it, like just in the lead up to Black Friday to make sure that you can hit the inbox pretty successfully. After that, we'll go through like kind of getting your calendar nailed down. have a couple of like free gifts I'm going to give you guys here as well. So you guys can use these afterwards. And then, yeah, we'll go into we'll go into a couple of things here as well, just on the on the on the campaign side. I'm going to give you guys some campaigns that you can use, which are.
Yeah, like more in the preparation bucket. If you guys haven't gone live yet, your Black Friday offers, if you're going live, maybe this weekend or you're going live next week or even the week after. In some people's cases, what I'm going to show you on the offer side will be or on the on the preparation side will be huge.
I'm going to give you just deliverability in a nutshell here. don't want to give you like a big grand thesis on deliverability that's really boring. Deliverability is basically either a virtuous cycle or a vicious cycle. It's one of the two. It's a reputation based game. What happens is if you have historically poor engagement, this is to say, let's say you have a brand here. Let's just use Jim Shark as an example. We've already brought them up.
You have Gymshark as a sender and let's say you have Jack as the recipient. This goes through Gmail. Let's say Jack uses Gmail and Gmail says, okay, people like Jack, people who use our platform and are subscribed to this sender, these recipients, do they typically open the emails and click them and engage with them in any other way or do they typically not? If the engagement rates are really poor.
that signals really bad things to inbox providers like Gmail and Hotmail. And basically what they will do in future is either put you into promotions or to spam. Similarly, if you have really good engagements, they'll be like, OK, well, people are enjoying these people are opening them, they're clicking them, they're just engaging with them in many different ways. Where this this is obviously a reputable sender that we should send to the inbox. So if you don't have the best engagement rates, you have to intercept the cycle and kind of break the negative cycle somewhere. Right. So you kind of need to hack the system in your favor. Now, I will say
to guys here on the call. Even if your deliverability is typically good, I would say to do a couple of engagement driving campaigns from your CRM before Black Friday. Because you send to so many recipients when you send campaigns versus flows, because flows kind of drip feed throughout the course of a month, whereas in a campaign you could send to 300,000 people in one go, these campaigns represent a big opportunity to get lots of leverage on our deliverability. So we can basically change our fortunes really quickly. So what we're going to do for a couple of sends is we're just
going
to take a segment like seven day engaged or 14 day engaged and we're going to use some like pretty, we're going to use like some plain text emails like these, right? So this is one that we actually did for one of our clients whose deliverability we were like, I mean, pulling out of just the gutter last year. mean, like awful deliverability and then kind of had their, had like one of their biggest black, well had their biggest black Friday by a country mile then. And they just launched their black Friday now and it's going to be their biggest black Friday by a country mile again. we're taking, making massive leaps year on year.
They are getting on average 125,000 openers per campaign. When we began working with them, they were getting around 50,000. Now, the list has grown a lot in this year, but like we did lots of campaigns like these. This is, I would actually, for any of you guys here who are about to start your Black ⁓ Friday campaigns or your Black Friday sales, send, just rip this email and do this now. Take a collection or take something that you've recently released and just say, hey, this has been getting a lot of attention on our Instagram or it's been getting a lot of attention on our website.
And then you're just going to send this plain text emails or superior for deliverability. Just send this to your seven day engaged segment. This got a 60 like something percent open rate. This was in like October last year. Got a 60 60 something percent open rate and like a one point five percent click to your right. And like we just saw in like the subsequent campaigns that are open rates were slightly better. What I would recommend to do is take your seven day engaged segment and do probably like four or five emails like this ⁓ over the course of over the course of over the course of like the next the next week or so.
or the next few weeks, I would say.
Jack (09:28)
Connor,
I have question. I've, I've seen questions getting asked in plain text emails as well. So people saying, I don't know if you could have anything from our store for free, what would it be? Or, you know, almost a customer service question that helps customer service close the sale. Is there any value to your recipients replying to plain text emails and starting that conversation to that send a signal to the email providers that yeah.
Conor Sunderland (09:35)
Mmm.
It does. It does.
That's a wonderful question. I think if you have response rates, someone responding will look even better than someone clicking. So if you can solicit responses in some way, shape or form, is enormous. You could ask people about, yeah, if there are any product releases that would be exciting to them or any new colorways they might want to see in a certain product, anything you can do to solicit responses is huge. And I just want to say on that point as well.
You know, that would still be an email that you would still want to do to a tight segment, like a seven or 14 day engaged segment. The reason being is that these are the people who are most likely to respond. And it's more about like the rate. It's more about so you have like X amount of recipients. What rate of like, what was the percentage of them that clicked and the percentage of them that responded? know, the Google, there is like opacity on the side of Gmail and Hotmail when it comes to deliverability.
Jack (10:40)
Hmm.
Conor Sunderland (10:47)
They just know recipients, engagement rate sender. They do not know that this person's part of a seven day engagement segment or they're part of a 90 day engagement segment or they're part of a non buyer segment or they're part of like a window shopper segment or they're part of a can receive email marketing segment. They have no idea. They just know that there's like here are recipients. What's their engagement rate on emails from this sender.
And so with that, like to try and solicit responses, I would still do that to a tightly engaged segment. This is probably the single biggest thing I could leave you guys with here. This is just like one of kind of five steps that I wanna bring you through, but a couple of plain text campaigns like this.
just to solicit kind of like good click rates, good open rates before you actually go live at the sale could mean that you get way stronger open rates on the day because you actually get inbox placement rather than promotions tab placement. And then when you actually go live at your sale, you just get like a huge increase in revenue. Is everyone good with that? This neatly brings us on to step two. I wonder if I'm seeing a couple of messages on the top, potentially with .store.club.
with this this plain text, even, sorry, should this ever start coming from the CEO of the company and what the story? Yeah, I mean, to your question, Dennis, I love this coming from the CEO of the company. I love things that come from like a character from the company. use you. We use someone who actually works for this company quite often. So like within within email marketing in general, I love using a character like that. It's a story that has two to three skews. I mean, in that case, Dennis, I would still look to get something that you can click on. Maybe if you had like a piece of content that went kind of viral or that just got good engagement.
be like, hey, a lot of people responded to this on our Instagram, go check it out. Or hey, know, we just have a, you know, I would probably use Instagram content in that case, if you guys have like a low skew count. ⁓ In that case, that would probably be the best way to go through.
⁓ Grant says, Connor, this plain text idea, so we're for low-skew companies. Yeah, like it would still, because like the idea here, Grant, is we just want to get really, we just want to spike our engagement rates in a short period of time. So then we can get better inbox placement in like two weeks' time. So this is why we take a tiny segment of people, the most engaged people, so we can get a really high rate of engagement. ⁓ That's kind of the main idea. Like this isn't necessarily to drive a ton of revenue. It's more so just so you can get better inbox placement when the big day comes around.
getting responses is even better than clicks. Yeah, if you can get both, then that's great. But yeah, responses are fantastic to get. Sorry, Jack.
Jack (13:14)
No, I was just going to say, Grant, I can guess, tell me if I'm wrong, but it sounds like you sell jewelry. I'm not sure, but yeah, I'm just taking a stab in the dark. feel like, you know, and correct me if I'm wrong here, Connor, but the goal of retention marketing is to retain as many new site visitors into people that you can email and SMS and send browser notifications to, you can send messaging to, and then take as many of those people that you retain, you get their contact information and turn them into
Conor Sunderland (13:20)
Hahaha
precise.
Jack (13:44)
new customers. And if you're in one of those segments where you just don't have ⁓ much repeat purchase, these emails still have a goal, and that's to turn as many of those new site visitors into subscribers and then as many of those subscribers into new customers, right? But it may also be that the future of your business has more potential for repeat purchase, right? I once worked with an engagement ring brand and they moved out into fashion jewelry, into event jewelry.
Conor Sunderland (14:01)
prison state.
Jack (14:13)
your necklaces, bracelets, all of the other stuff. And they're repeat, they were a different business, right? They suddenly had repeat purchase. So, ⁓ so yeah, maybe that adds something. Let's see if Grant is in.
Conor Sunderland (14:24)
First I know it
does and I think that gives you.
If you have a couple of skews like that, obviously they're in different categories as well. If you have a couple of different skews, it does give you a lot more opportunity on the back end. I'll send you guys something after this. Maybe we can do another webinar on this, Jack, where I kind of run through this, but we go through brand archetype. We'll probably do this after Black Friday. It's not as topical now, but maybe in January we can do another webinar where we go through brand archetypes and how that affects how you do retention marketing. If you are high AOV, naturally low repeat purchase rate, or if you're low
be naturally high repeat purchase rate. These are completely different businesses in terms of how they want to do retention marketing. in that case, you know, in that, you know, with that brand that you had worked with for someone who's maybe purchased something before and were, let's say, profitable on the customer already, but they haven't purchased in a long time, that's someone you maybe would be probably more OK with giving a very high volume of emails to and, you know, be OK with cracking a few eggs to make the omelette, so to speak. But you're just doing that in an enlightened way, which I can certainly go through in another webinar.
So we go hear Oscar.
Potential deliverability issues with dot store dot club. The thing is Oscar is that you're going to have a branded sending domain. So you're going to have your own sending domain, which you'll set up with Clavio or you'll set up with Omnisend or you'll set up with whatever ESP that you use. you will have like your own personal intermediary. And it's not so much like the reputation that you have at your dot store dot club. If that's the actual root domain of your store, it's more so the reputation of your branded sending domain, you know, that that has, that's really the thing that we want to protect. You know, go just a little bit of email nerd knowledge, but you know, in early 2020,
before
when we all had to move to branded sending domains, before we used to use shared domains with Klaviyo and Omnisense, you would have, let's say your name is just oscar.store, for example, you would have oscar.store via ksd1.klaviyomail.com as an intermediary domain, but 50 brands would send through that. So it was more about the shared reputation of that shared server. Now you have your own send.oscar.club, for example, and it's more about the reputation of that. So not really something I would worry about there.
Oscar in terms of the deliverability there. Does anyone have any questions more on deliverability? I'm going to go into priming the list and how we do that before Black Friday. Of course bro, if you guys want to, I'll go into priming the list if anyone doesn't have any questions. Cool, okay sweet.
What we're going to do, right? So we're about three weeks out from Black Friday here. What we're going to do is we're going to have two distinct stages to the warming, right? So I'm going to give you guys example emails here. I'll drop the link in the chat after after, you know, when we're coming to the end of this for this document, you guys will all get it for free. But there are a couple of free Notion documents inside here as well, right? I'm going to show you a huge hack and I'm going to show you an email that we send for basically all of our 63 clients right now, like the day before their Black Friday sale goes live. It's a
It's we call it the postman email that always delivers. It always helps you the next day, you know, Black Friday when things go live. So pretty much what we want to do is in the weeks coming up to Black Friday, particularly the week out, we want to let everyone know that Black Friday is coming. And then there is one email the day before we go live, which is it's really cheeky, but it gets everyone to to. Yeah, we will do Megan. We'll send out the replay. ⁓ But, know, when we get to when we get to the day before Black Friday, we'll we'll send a cheeky email. Right. So
I'm going to show you guys this here just a second. Share this tab instead. So this is an email I would copy and I would just send something out. What I would do here, you can see this is going to get like a really nice click rate as well because it's so direct and to the point. This would be kind of like the week of Black Friday. We're doing something special. Remember to check your inbox and in the meantime, start browsing.
These are kind of some emails that we'd send, which are a little bit, you know, like kind of these are these are a little bit more direct. In this one, we ask people to favourite and start the email and move it to their primary inbox and so on. You know, in this one, we tell people exactly what the offer is. These are these three emails are things I would certainly send again. And I'm just going to cut down to the following email here.
This really, really good email. I love plain text emails for this guys, by the way, like I would actually prioritise in the week before your sales go live to do a lot of heavy plain text emails. Sorry, not heavy text emails and plain text emails, because what happens with these is that they sort of just fly under the radar and people love them. And, you know, people actually read them and digest the message. Then the postman emails about to come here. We'll show you this one here. This is an email you should everyone please. I'll send you the link here. Everyone download this email and just just
run this exact email.
The day before your Black Friday sale goes live, this is, we've primed our deliverability now. We've let people know Black Friday is coming. We're going to send out an email with the subject line super short. We're going to say, don't buy from us today. So you could do it in all caps as well. Don't buy from us today. You're going to tell people not to buy from you. Now what you're going to do is you're going to send an email like this. I'm going to tell you not to shop with us today. It's not opposite day. You're a big part of the fam, but you're going to be paying full price if you pay today. But our deals are going live tomorrow, so wait until tomorrow. Then you can...
You can jump in here, can get people to subscribe to SMS. This is a great time to get people to subscribe to SMS the whole week before Black Friday. So then when the sale goes live, no one can possibly miss it. Like we've had emails like this that have gotten us like, you know, a thousand SMS subscribers, like literally a thousand SMS subscribers in one email. Then the next day, you know, that could lead to a couple of hundred purchases that wouldn't have otherwise happened. this is just like a huge, a huge day if you make the absolute most of it. This is from Supply. They're a really cool kind of razor brand and shaving brand from
But yeah, like this email, would genuinely recommend everyone here run this, know, the day before their Black Friday sale goes live. ⁓ So yeah, I'll drop this into you guys very soon.
This is, you know, we're kind of talking about the Band-Aid stuff here still a little bit, kind of thus far. ⁓ I'm going to go down to something which will require a little bit more resource from you guys. It's not so much just a case of sending out a couple of emails at this point. I'm going to go into sign up forms and actually some Black Friday flows, which if you guys don't have the resource to get these done, the flows in particular, because that would require a couple of extra emails and you guys putting in bit of extra work.
then yeah, like I can understand that, you know, the campaigns are just to say, hey, send out these couple of plain text campaigns to let people know Black Friday is coming. ⁓ You know, that's a little bit easier because you were already going to allocate that resource towards designing your campaigns already. ⁓ But if you can get to the flows and the way that I'm going to show you guys now, it would be it would be also amazing. And it would would really help your Black Friday sales from retention. I mean, in general, Finn, I would probably say like three. ⁓
And then, I mean, we've done more, but I would probably say three, including that one, you know, the postman email, just to go back to that, the postman email that always delivers. We'll go for that.
Jack (21:18)
Wait, Wait, wait, wait, wait, wait, wait, wait, wait, wait, wait,
Conor Sunderland (21:23)
Yeah.
Yeah, so like, well, we can't, mean, for us now, won't be bringing on anyone until January, but for people here who might be running email internally in their business, probably a lot of people, if they do have designers, they're probably allocating them towards a lot of design for ad creatives a little bit more. They're probably kind of a...
kind hunching over their foreplay boards and seeing what they can take from other brands here and kind of get their designers to remake. You guys should make a foreplay for email, by the way, please. That would actually save my life. But yeah, so I know it'd be a big job. yeah, like if you guys don't have the design resource internally to, let's say, build a bunch of net new flows, then I would allocate that design resource to your campaigns because it's probably resource you were gonna allocate already. Some of you guys as well here, potentially your founders wearing all the
So I think jumping into your Black Friday flows could be a little bit difficult at this stage, but even so, that's what we're going to get into next. And I'll go here into signing.
Jack (22:32)
So if I'm understanding this right,
if you're a founder or if you're a brand that has limited resources and you're stuck between Black Friday campaigns or even a higher volume of Black Friday campaigns up to the sort of sense that you're doing maybe four to six a day ⁓ over the very peak of Black Friday or Black Friday flows, you're saying lean towards campaigns.
Conor Sunderland (22:52)
Yeah, I would lean towards campaigns for sure. you know, I think they're the campaigns, you know, I think probably for a lot of people here, it's something they were they were going to do. They were going to do anyway, at least they were going to send something on those various days. I would just have some contention in terms of what what they would send. I think some people really leading up to their Black Friday sale going live, I think they, you know, I think they kind of miss they kind of miss out on on some
on some extra juice that they can squeeze out of out of things. Let me show you here, Finn. I'll show you the postman email. It always delivers, as we would say. That's that's more from myself and Jack's neck of the woods that we would say stuff like that. If you're a good footballer who always scores, you'd say I use the postman. He always delivers. But here we have we have this from from supply. You know, this this email, Finn, I would send this out the day before your Black Friday sale goes live. The whole idea here. Oh, man, this this stuff. I mean, you actually see this.
the next day everyone is aware your sale is going live you get so much more traffic to your site you're going to send out a campaign looks like this the subject line could be all caps could not be all caps but you're going to say do not buy from us
do not buy from us. And people are like, what? Brand is telling us not to buy from them, what the hell? And then they open up the email and it's not even click-based because you are saying don't buy from us, just don't buy from us today. Don't buy from us today because our sale goes live tomorrow. And then what happens is you get a really strong open rate on this campaign because people are like, what the hell? Like someone's telling us not to buy from them.
And then they're like, Oh, Black Friday is going live tomorrow. And then this is a key. can get like an extra, an extra number of SMS kind of signups here. This is key. Like I think in your, in your Black Friday lead up emails, a big thing you can do to use Klaviyo, if you use Omnisend, you can make a form and you can just duplicate a page in your Shopify and you can put that form in just an SMS only form because people click through from an email. There's a UTM link that goes onto them. So the, so the CRM can identify them. It knows it's that email and then it can put that SMS phone number.
when they sign up for SMS, it puts it, it tags it with that email. So you can just put an SMS form on a blank page in Shopify and then you can direct people there. That can be sort of the CTA kind of thing. Of course, Vin. So.
Okay, everyone understanding thus far, we're gonna get into sign up forms now because this is kind of the business end of things. This is where I think you can actually start to get a lot of extra emails going into December and January to remarket to ⁓ with your sign up forms. So everyone here in the chat.
Was everyone here planning on doing a Black Friday specific sign up form? Like changing their typical, you know, get 10 % off or get a free gift or get whatever. Anyone here, if you just want to like message into the chat, were you thinking of doing a new sign up form for Black Friday or has anyone told you to do this before? Yeah, I don't want to write. Boom, Timmy. Excellent. Excellent stuff. Who else? As of yesterday, Grant Dennis, everyone flying, we're doing for early redact. Yes, of course. Beautiful. Okay.
Here's what I want you guys to do. This is an example of what we would do for a Black Friday signup form. And I just want to show you guys this, right? So this is from one of our clients who was doing up to 50 % off last year.
All you want to do is just reflect the offer. That's all you want to do. This here, you don't have to overdo anything. You have your best offers of the year live. So just showcase those. The key thing that you want to do is you just want to say click below. You don't want to bring them off the website. Don't tell people to check their inbox. Don't tell people to go off the website. You're basically trying to do is just get a load of emails for cheap here. You're like, we want to keep someone on the website. We have our best offers live. If you've seen that.
of the stuff that we've kind of been putting out and that my friend Matthew was on here a couple of weeks ago and he was talking through BFCM offers with the CRO agency you know and kind of what we're going to be doing for our own e-commerce brand that we have internally at our agency is we're just going to do a flat code or sorry a flat discount and like there's no code so it's just like auto applied on the website.
So what you want to do is just remove friction here. You don't really want to say, hey, go check your go check your email inbox and whatever it might be. You just want to say, look, we have up to 50 percent off here. Get them put in their email, get them to put in their phone number and then just get them to click on and move on and then hopefully go on to purchase because you have this auto applied. I hope everyone has that code auto applied. It's not like a crazy stackable offer where you have to put in a code or anything like this. Black Friday offer. Just the simpler, the better for you guys for who responded in the chat. So for Grant, for Timmy, for Dennis, for Oscar, Finn, Natalie, Alex,
Megan, are you guys just doing a discount, no code required? I hope the answer is yes. Yes for Dennis. Yeah, no code, flat discount for Alex. Megan says yes.
Beautiful, Grant says, yeah, flat discount. Beautiful, lovely stuff. Okay, so I'll give you guys this here in a sec. I'll drop in the link in a sec. We have here a similar thing. You're in, now go get your 20%. Just keep it very simple and direct to the point. Similar thing, thanks for signing up. Enjoy your 60 % off, well, up to 60 % off your code.
All you can do, you can just duplicate your Black Friday or your typical pop-up because what happens, I've seen this so many times where people are like, you get customer support requests where people are like, well, it's up to 40 % off and you get 10 % off your first order. Can I stack these two? And you're like, no, you cannot actually stack these two. You just want to get as many people to see your best offers of the year, similar thing with your campaigns. You don't necessarily need ⁓ to overdo anything. Cool.
Who here has their calendar fully built? I'm gonna give you a really simple cheat sheet here that you guys can do to work backwards. If your calendar isn't fully built through November and December, I'm gonna give you guys a quick notion sheet. You can work backwards and your calendar will build itself. Your calendar is actually pretty simple ⁓ to build. It's something that a lot of people, I think, leave to the last minute. I've seen some reactions in the chat. I hope people haven't left it to last minute. Let's see here. We have it laid out. Megan has it laid out, thank God.
Who? Anyone here? Not at all. Pretty new at my brand, at the smallest of people. OK, Alex, I've got you covered. Where do we get these links? I'm going to drop this into the chat in a second, Timmy, like the whole doc. Anyone else here? Finn, mostly data. OK, we've got that. Content deals, but closing campaigns not. OK, so Grant, think you mean you've got your calendar mostly built. So that's good to hear content deals. Yeah, exactly. OK, perfect.
Let's check this out here and I'm going to show you. All you're going to have to do is work backwards on this. So what you're going to do here, so this is all the way back to October, but like you can basically come in here and you can drop in your ⁓ days that you're going after, right? So you can just tick these. You can take like what the cadence of emails is, like how many you're going to do and what the promo and offer is. The promo and offer will probably be the same all the way through.
You know, so when you do this, you say, okay, let's say Cyber Monday is going to be this amount, there's going to be, you know, up to 30 % off for argument's sake. And we're going to have, you
You let's say we're going to do four emails for that. You know, you can start to think of the idea as back to front and you can start to fill up your calendar that way. You'll see like that the calendar fills itself. You're going to be doing stuff for Thanksgiving, for Black Friday, for Cyber Monday. If you're doing stuff for Hanukkah, if you're doing stuff for Christmas Eve, for Christmas, for Boxing Day or St. Stephen's Day, for New Year's Eve, any general December holiday and such. You can start to take through here as well. If you have any other notable dates, quite a lot of you might have a product launch going on during Black Friday. I've seen a lot of brands start to do that November and December. You might have some new things going live in
general, this will take up a number of campaigns. You'll start to see there's actually not much real estate left on your left in your campaign calendar. Once you have this done, you know, will you offer Express shipping? Like this could change, you know, this could mean that you have, you know, a push of campaigns up to December 17th, where you try to say to people, hey, ⁓ you know, this is the last chance to get typical shipping. But then you have, you know, some some campaigns that go out between December 18th and December 22nd, where you say, do you want to get Express shipping in the continental US or if you're in the UK, if you want to get stuff in the UK?
or in the EU, this is the last date. You start to build urgency into your calendar in December. If you have gift cards as an option on your Shopify, you could take yes, and that could be a campaign that you do on the 23rd, the 24th, potentially even Christmas Day if you're particularly ruthless. And then yeah, we'll kind of have a couple of icons here as well, you'd be important in incorporating holiday colors or stick with brand colors. What I've also put in here, I'll give you guys this link in a sec, is, oh, hang on a minute.
Oh, I'm going to have to add a Figma board after this. have a Figma board of Black Friday emails, which I'll put into this doc. I'll be giving you guys this doc so you can just refresh it in a refresh it in a couple of hours and I'll have a Figma board here of example Black Friday emails that you can basically steal. So you can go in here, fill out your calendar back to front based off of the holidays you're going to be doing stuff for. Go through what the offer is going to be, the cadence of emails that you want to send. And then when I give you in your sheet of your Figma board.
you'll be able to just build out the emails from there. ⁓
Jack (32:14)
Connor,
I can't believe you're using a serifed font for that calendar. That's a crime.
Conor Sunderland (32:19)
Yeah,
yeah, I mean, I'm a big, I'm a big seraph man, if I'm honest, I'm I've all my notion pages in Sarah or in seraph. You know, I'm
Jack (32:29)
That's just as offensive. feel like
everyone who's listening right now is going to be like, you know, this Connor guy sounds like he knows what he's talking about, but that that's their font. I'm not sure about that.
Conor Sunderland (32:40)
Yeah, no, he's got to go. Like I think a lot of people are probably a lot of people have just tuned out. I think a couple of people have like have chucked their I think it's just like flip their table over. They're like, I can't listen to this guy. ⁓
Jack (32:51)
Do you see the counter on
your side of how many people are? I think we just lost like 50 people.
Conor Sunderland (32:55)
Yeah, we had 77 people in here like a moment ago and now we're we're dust. It's all ⁓ you know, I might have to change, but you know, I'll put it all into ⁓ I'll put it all into like some Microsoft Paint font. I'll put it into like Open Sans or something like that afterwards. We can we can put that into into Notion. ⁓ So, yeah.
Jack (33:15)
Temerestel.
Temerestel, yeah.
Conor Sunderland (33:18)
Yeah, well, got, damn, Grant has got my heart melting here. It's freezing cold in Ireland, you know, in November, but my heart is melting off of this comment. This one of the most usable sessions I've done so far. Yeah, I want to keep it like straight, straight into the point, you know, like I think here, you know, we're in November already. So like, don't want to, I don't want to go through, here's what would be the most ideal, you know, you know, kind of look like we're coming up to Black Friday here. I don't want to go through what's ideal. I want to go through what you guys can actually use. Right. So like just straight.
in, you know, straight in kind of straight in no casing straight into the into the usable kind of information for for November and kind of the example emails that you guys can use and just like getting your getting yourself primed and ready to rock. yeah, sorry for the Sarah font guys, but you know, I hope I hope the information is made up for it a little bit. Okay.
I know you guys are a little bit resource strapped in many respects, but I'm going to show you something. Does anyone here is anyone here in the consumable space? Does anyone here have a product that is CPG or, you know, is just naturally repurchase kind of repurchase? It's kind of a has a natural repurchase effect. We're not so much CPG with my own brand internally. We're in the pet space. It's kind of repurchase oriented. It's a little bit higher, you know, kind of repurchase oriented, but it's not a not amazing.
Someone's had food. Sarah Fond is trying to check. got some people who are there. They're on board with the Sarah Fond. Some people here. I've to I'm getting some I made some friends here today. I think I'm like Marmite, you know, the Sarah Fond. OK, let's see here. OK, we've got some people here. OK.
I'm going to go over one crucial fact with Black Friday and with Annie's sale that I think many people overlook and they particularly overlook it in the CPG category. So many people in Black Friday purchase twice. If you actually look through your CRM and you look at, yeah, mean, Megan, like that's amazing. 60 % is insane. So what I want to get you guys focusing on, especially if you're in CPG, but even if you're not, right, if you're in apparel, if you're in something that's remotely repurchaseable, like we have, we have some clients in fashion who have like a 35 % repeat purchase rate or 40 % repeat purchase rate, you know, that's still super high.
So what I want to show you guys, one data point to just fixate ourselves on this. So many people, so many people, purchase twice within a sale. So many, like you would not believe when you have your best offers of the year on a Black Friday. So what I advocate for is going hell for leather on the weekend with a couple of exclusions which make it so people can still repurchase but we don't hammer them.
So look at this, right? I just want to want you guys to fixate on this. So this was something I made in February 3rd, 2025. The sale only ended like towards the end of December last year. If I remade these segments now, this would probably be higher. But these are people who purchased in Black Friday, like a tad over half of them were new. I don't have the exact thing in here, but of this, we had like 10,000 people purchase twice. Or more.
Like that's okay. Just think with that, right? That's insane. Okay. So the way that we do things, the way that we orient ourselves for like the black Friday campaigns, we need to realize that people could purchase twice. So we think that because someone has already bought black Friday that we shouldn't annoy them or that Nanny said we shouldn't annoy them, but there's nothing in the laws of physics stopping them from buying multiple times. see it play out so many times. So we're going to go through with sending cadence here guys. It's between four and six campaigns per day. That's not a, that's not a mistake. I say four to six campaigns per day here. Not, not an error. This.
helps us drive a huge wave of customer acquisition, which we can actually drive the value up, the value of up over time. We can actually drive the value of it up in this particular, in this kind of this exact sale. We can drive up LTV and like even some dead profiles here. If people aren't going to come back in Black Friday, they're just not going to come back in general. Returning to my deliverability point, when we start to mail people on Black Friday, the first kind of group of people I want to hit my 180 day engage segment, or maybe even my can receive marketing segment. I want to get everyone to say, Hey look, no, you haven't been on our website.
nine months but you've purchased from us before or you've been interested in buying our products before here we have an up to 30 % off which you're never going to see for the normal for most of the year for like 11 months of the year you'll never see this offer but right now you'll see it are you interested yes or no so what we're going to do this is on 12 hour click attribution if you were to use a standard clavio thing like I mean I would probably say this this would genuinely be seven figures 12 hour click without doing open attribution just makes your stats look pretty terrible
But I'm going to show you this, sale here for a client of ours. They wanted to do like 600 K in the month of November from email marketing. That was like the massive stretch goal. thought to be impossible. We did like 900 and like 909 K to beat or like 900 and something. I forget how much it was, but like, yeah, it was, it was a lot. So here's what we're going to do. Look at these. I want you guys to fixate on this for a second. Now this is in my time in Ireland. So this is, this, this brand is on EST. So just go minus five hours off of this. Right. So this is 6 AM.
Then, because this is actually, I sent it ⁓ 11.01am Irish time, so it's actually 6am in New York. This is 3pm Irish time, so this is actually 10am in New York. Then this is 8pm Irish time, which is actually 3pm in New York. And then this is 12 midnight Irish time, which is actually 7pm in New York. So just kind of minus five hours out of all of this, and this is what you get.
We start to make the segments a little bit smaller here as we go on. So you can see here, even though the open rate is going up, the amount of open errors isn't going up massively. What actually happens here, this is a similar thing on December. Once again, you can minus five hours off of these, is we're going to go to this kind of, we're going to have a cadence like this. 180 day engaged for the first email. So we'll make two unique emails. So this will be the first unique email. This will be the second unique email. This will be a resend of the first unique email.
resend of the second unique email. This could be designed, this could be plain text, just as an example. You don't have to do it exactly that way either. What we do...
for this email, we minus anyone who's opened in the last six hours and has purchased in the last two days. So if someone's purchased in the last two days, they're not going to get annoyed, right? They're not going to be like, what the hell? just purchased, know, like, why can you guys please just leave me alone for a second? But we still, after that two days, are like, you know what? I could come back and buy some more stuff. You know, it's never it's never on sale, you know, to this degree. We then also don't have to make a segment of people who have opened this campaign by having last six hours. We make it so everyone here is contained in this in this group.
Later on you have to bear in mind people people are getting so many emails at this time of year versus the normal time of year That like if you send for a day, you'll be fine, man You know, no one's actually gonna get these because you know a lot of them will have opened at this point We start to go to a smaller segment The reason we get smaller from 180 to 90 to 45 to 14 is because we don't want to screw up our open rates going back to my deliverability point deliverability is a virtuous cycle or a vicious cycle if we're getting poor engagement rates, we're gonna be likely to go to the promotions inbox if we're getting good engagement rates, we're more likely to go to the
primary inbox. So when we have these exclusions, like we just we just start to print like we just start to really fly in terms of revenue generated. Once again, you can basically triple these numbers to get the actual revenue contribution of these because of the attribution settings that we have. like, you know, this honestly for the black for the black. sorry. Yeah.
Jack (40:33)
I'm interested.
I just wanted to ask about the attribution piece because it seems interesting to me. What if somebody, I'm not sure how a Klaviyo's attribution works, especially when you're tightening the windows like that. But if somebody clicks on one email, then clicks on another email, which email is getting attributed to sale? Is it both of them or is it the last one that they clicked? then, and then why do you recommend using a 12 hour click window? What is the, what
Conor Sunderland (40:57)
It'll just.
It'll
just be the last email. like we do quite often use 12-hour click attribution, but mainly for like bigger clients who run like a lot of spend on multiple channels. That client there.
As big subscription program, they spend a crazy amount on meta. spend quite a bit on app love and they spend quite a bit on Google as well. them, like for brands where they're not really 100 % sure where things are coming from, that is like, yeah, like I mean, we basically try to get the attribution settings with Klaviyo as close to their Google analytics or to Triple Whale or to whatever attribution platform they use as possible. So we try to get it all to sing off the same song sheet. The thing with Klaviyo's attribution is that it's not like meta. It's not like
sequential events. It's not like views ad, clicks ad, landing page view, view content, add to cart, initiate checkout purchase. It's more like if you have open tracking on a clavio, could be taking credit for sales that it really didn't drive. So I do get it from the founders perspective. If you were a brand here that does spend quite a bit on meta or you spend quite a bit on multiple platforms and you're not 100 % sure where everything's coming from and like you're
a little bit skeptical in general. If you're particularly skeptical of email marketing and how much it's claiming to have generated, then I would absolutely look to do click-only attribution. mean, like, for... We do recommend it quite a bit, to be honest, and, you know, particularly for people who spend a bit on a number of platforms because...
As you well know yourself, Jack, it's like you don't know where everything's come from, like pasta point. think a lot of bigger brands have made peace with that a long time ago. They're kind of forging ahead in the dark.
Jack (42:36)
Yeah, buddy.
Tell me if I'm wrong here, but like I view email as contribution, not attribute. Like you're not generating for most brands. You're not generating any new business through email. You're increasing the likelihood that they become a customer. You're increasing likely, but they're not finding new people, right? They were found through a different channel.
Right. And that channel is getting attributes as well. So I don't know, like with the 12 hour attribution window, if somebody clicks on the purchase more than 12 hours later, the next day, would you say that that email did its job? Or even if they just opened the email and then they made a purchase to me, if that contributed to them in the sale, then I, you know, I'll give credit where it's due. Right.
Conor Sunderland (43:03)
Precisely.
Yes.
Yeah,
I think I would like I'd probably be I try to be very strict just like even like being a brand owner myself, like I think I think the big breadwinner is just like, it really is meta and making really, really good creatives and becoming these days becoming a hoarder of creatives, to be honest, and seeing like what like just getting a load of winners from like different categories and just getting your creative skill to be really, really dialed. I think probably since starting our own brand, I've probably become it's weird to say as an as you know, retention agency owner, but probably a little bit skeptical of
like email attribution, just like speaking very candidly there, like I would, you know, if someone is taking an open attribution and copy was taking credit for those sales, I'm not, you know, I think 12 hour click attribution is probably pretty fair. I think it's a pretty fair setting to use and to not have any open attribution. You know, I mean, I see some.
Jack (44:12)
Hmm. That's interesting. You know, cause I can see
some customers getting that Apple notification, which almost just looks like it's a push notification, right? Like if you captured them and got them to accept push notifications and then just going directly to the website. And if you're not tracking some of those like lighter interactions, then maybe you're not giving email all of the credit it's due, right? For driving an incremental, incrementally higher purchases, right?
Conor Sunderland (44:21)
Yeah.
think there's a lot of truth to that. I think there is lot of truth to that. think when people click, if that is the last click, I think it fairly well did drive the purchase. I do think there were a lot of cases where...
you know, someone might open an email and because someone has, you I mean, we come in after some agencies have run accounts and they have five day open, five day click. And you're like, man, you're just like that. That's just crazy setting. So someone could actually, you know, open an email and then they could, you know, click a Facebook ad, you know, two days later, and potentially if they, if they check another email, but they haven't clicked the email, but they've clicked the Facebook ad, I would probably say Meta should get the credit for that. But then it will actually go to you from having opened an email.
Jack (45:16)
Right.
Conor Sunderland (45:19)
So you see when you start to see people who have open attribution on, I think it starts to get a little bit murky, to be honest. So I love just having click. It makes us look worse. Don't get me wrong to the clients, but once it's well explained to them, then I think it's fine. But yeah, like it's so big. Like see to Dennis's point here, like...
Yeah, I've used Wicked Reports to be fair, you know, kind of I've used Wicked Reports, but you know, I've used some different things. I do think it's also true that some attribution tools are like super unfair to email attribution to like Klaviyo or to Omnisend. So, you know, I would say I have heard really good things about Wicked Reports though, to be fair. But yeah, I mean, on the meta and Creative Factory, yeah, I've just become... ⁓
I've just become a creative hoarder in the last couple of months since getting the brand going. Shout out to my friend Alex Cooper as well, a good friend of FourPlay, whose advice to me was just, yeah, man, just become a hoarder. yeah. ⁓
Jack (46:27)
Nice.
Conor Sunderland (46:28)
I want to jump into this just to say this is the new normal in Black Friday. And I think a lot of people were talking about this last year, know, exactly that. You know, you know, the new normal, I hope you guys don't get sticker shock and think four to six emails a day. Goodness gracious, I don't want to do four to six emails a day. It's the new norm. Last year, if you're looking at the darlings that we all look at in the the in the direct consumer space at the moment, but even like other brands that we don't like a lot of people.
don't see in the same way that they see Groons or Breeze or something like that. But let's take a brand like Hike Footwear, wonderful brand growing like a virus at the moment, not really a brand that you look at to the same degree of your Groonses or your Breeze or your Loop earplugs or these people that we all know about.
But for them, like any brand like that, sending a ton of emails on Black Friday, like way more than even a couple of years ago. So I do just want to bring your attention to this. Your Klaviyo needs to be looking like this. Like on the Black Friday weekend, if that's the weekend that you're going for as like your mother of all peaks.
your Klaviyo's gotta be looking like this. That doesn't mean you need to be making unique emails all the time. It just means that if you have four sends, you could have two unique emails, one designed, one plain text, you'll be able to drive way more contribution. And to be honest in general, guys, I see up until probably five.
ish emails a week, I think the more you send, there's not, I'm not going to say a linear relationship, but there's a huge relationship between how often you send and the amount of generated revenue from email. I think a lot of people are afraid to crack a few eggs to make the omelette. A lot of people. I think more people beat around the bush than over send.
Jack (48:14)
Right. I like the way that you described it, the new normal, because it is reality that, you know, you're not going to stand out as spamming your recipients because they're receiving so many emails from other brands at the same time that this is normal. You are part of the other brands. And if you only send once, you're going to be on the second page of their inbox very fast. then no one's going to the second page of their inbox to open up your emails. And you know I think it is? I think if you're a brand owner and you get 10 emails off a seasonal peak, when people are not
Conor Sunderland (48:35)
Exactly.
Jack (48:44)
expecting ⁓ to receive so many promotional emails, you get 10 emails from your customers saying, stop spamming me. But you sent 200,000 emails. 10 emails feels like a lot because you received it to your inbox, you opened them, you saw them. But really, it's at statistically nothing, right? ⁓ You've sent hundreds of thousands of emails. It's normal for you to get a few spam complaints. It's normal for you to get a few replies from people who are just not into it.
that maybe they're not subscribed to so many brands emails, then they want their email inbox clean, or maybe you just hit them on the wrong day and they woke up on the wrong side of the bed. So if that's you, if you've got couple emails from your customers who are like, ah, stop spamming me, it might just be, you know, two, 10 or 20 out of hundreds of thousands of people.
Conor Sunderland (49:20)
Exactly.
Yeah, 100%. Like I think here, like on this point, like if I'm going through, think Ola's question kind of relates to your point, Jack. I mean, I'll go to the second part of the question first, Ola. Omnisend is probably what is another platform that I would recommend outside of Klaviyo. Klaviyo is a wonderful platform, but it is expensive. There's no, you know, we're a Klaviyo, you platinum partner and all this kind of thing, but I do believe in calling it how I see it as well. It is expensive, you know, for sure.
on the sending customers too many emails.
You know, not necessarily. Like I wouldn't I wouldn't say that. And I think particularly through Black Friday, once again, the whole idea there to Jack's point is like you're going to be on page two pretty quickly because of the volume of emails people are getting you. you have your best offers of the year, you don't need to do anything super duper special with your emails this time of year because you have your best offers. The offers speak for themselves. And so you just need to maximize the chances of you being on the first page of the inbox or high up the inbox whenever they open their inbox. And like the way to do that is by sending a high volume of emails, but just
making sure that you're doing it in a way where you don't harm your deliverability, hence why we go to smaller and smaller segments. In general, you're sending too many emails. It kind of depends enough on the point that you consider too many. I think the biggest thing, like I put into a segmentation guide we put on YouTube.
is if you're getting three high quality emails out to your main and gay segments each week and then like the rest of your emails are to micro segments which have opportunity in them depending on your brand archetype like for a cpg brand that'll be different to a furniture brand or to an audio gear brand i think that's that's what you're running to your brand denis or maybe it was finn who's running an audio gear brand ⁓ but you know
you wouldn't really train people to ignore them as such. We've seen really, really, really mostly good outcomes here as such. ⁓ I want to go into one thing as well, guys, here, which is really key in Black Friday. Everyone sends on the hour.
Sending at like 747 AM or 8 or 6 PM for us outperforms traditional send times. A little bit of souls for you guys here on the campaigns because like you get like a wave of brands that send out on the hour and then you just come out six minutes later and all of a sudden there isn't this wave of people after you who are shoving you down the inbox. know, so if you're going to send it, know, 730 send it 734 or send it 737, know, or send it instead of sending it 745 send it 749. If you're sort of sending us, you know, 9 AM send it 906.
I'd honestly just like, I'd nearly do all of them in plain text to be honest. ⁓ If it were up to me, but like, yeah, like it's way easier to get into the inbox this way. ⁓ What we found with some clients was that they did an early Black Friday sale, then they did a break for a week, then they went into their Black Friday sale typically. And when we had two peaks, that mostly did way better for every client, but I don't want to throw a span around the works with your whole Black Friday thing. Okay, we're coming from four minutes away. Okay, I'm going give you one last piece of sauce here.
guys I'm actually going to copy the link here of the document and I'll put it into the chat here but this is one last piece of sauce I want to do here right? What we do is we basically we end the sale
And then we do this, this email, man, I'll show you this, this email printed for us. This was last year in summer. So this wasn't actually a Black Friday sale. But basically here, we told people, hey, our sale did way better than we expected. I spoke with our warehouse manager and he told me, or she told me that I can do one more day and I can extend the sale. Now, what I would do here for the call to action is I would put in indented arrows.
satiric piece of souls, like doing like indented arrows like this actually increases click through right in our experience and plain text emails, which is like a weird tip, but like, yeah, if you were to go and send this.
and you were to do this in off hour send, it's going out at 9 a.m. instead we put it out at 9 or 6 a.m. and we're like, hey, we've got to go ahead to do one last day. This email I think did like 50K and it was like at the end of the sale. And like we were gonna just end the sale. Think of it like that 50K could have just not happened. Obviously we have the sale on there, but let's say you have 30%, you're 30 % off. That's like a 3.3 X ROAS or 3.5 X ROAS and you're
you're
just you can get like 50k and like at a 3.5 extra last or whatever if you want to view the discount as your acquisition cost please like try this out say you know your warehouse manager told you or you could just go a little bit more direct here and be like hey we were blown away by the response so you know you now have until Monday at midnight or this day at midnight to to go on and and yeah
What else did I say? Is there anything else I can go to? I don't think we're going to have time here. Sorry. I always take my time here. I have some time.
Jack (54:24)
Don't worry
man.
Conor Sunderland (54:26)
I have some thank you emails at the bottom of the document, There are some other Notion kind of documents in there which you guys can go and run and use. ⁓ This kind of gets you to just sort of thank people if they spent a generous amount with you to go and not hate you after you've just spammed their inbox for a couple of weeks and started to get back to a pretty normal relationship with your customers. And then as you go into January, you can start to just sort of get some good normality back to things. So yeah, hope you guys enjoyed.
Jack (54:58)
Thank you, Grant. Thank you, Finn. Thank you, Oscar. If anyone wants to reach out to Connor, it's Connor trains on X and he's on LinkedIn.
Conor Sunderland (55:07)
Yeah, please.
Here we go. Oh, you don't see the Google Doc with the email temp. Oh, check inside Tamra. So with the email templates, you should see there, you'll have like a couple of, you'll have a couple of Notion pages inside the Doc Tamra. So yeah. Awesome. Cheers guys. Yeah. LinkedIn is also great. But yeah, really thanks so much for coming guys. See you on Twitter. Twitter I'm more active on. If you guys have any questions, just drop me a message or I'm super active on Twitter. And yeah, we can talk to you there. I'll talk.
Jack (55:26)
Thank you, Dennis. Thank you, everyone.
Conor Sunderland (55:40)
I'll be sharing any esoteric tips on how to be slightly profitable on Meta this time of year as well, which we're somehow managing to do with our nascent brand. So yeah, we can go and have a Meta support group for all of us who are struggling in November. But yeah. ⁓
Jack (55:57)
Awesome. Thank you so much, everyone. Talk soon.
Conor Sunderland (56:02)
Thanks guys. Take care.
