Thomas Harris: The percentage of customers that would not engage with a brand if the communications wasn't personalized, and that's now up to 18% where they would be like if the message is generic, if it doesn't feel that it's right for me, I'm not going to engage the value that you can get by combining email with TikTok, email with Instagram, or the wider meta channels. By increasing bids on keywords by syncing it to CRM data, the results speak for themselves.
Justin Bausch: Our automation revenue when I first came on board was sitting at 30% and campaign revenue was at 70%. Now it's flipped so automation is about 70% and campaign revenue is 30%. And for marketers out there listening to this, that's where you should be hitting
[Voiceover]: welcome to Add to Cart, Australia's leading e commerce podcast that express delivers all you need to know in the fast moving world of online retail. Here's your host, Bushy
Justin Bausch: Foreign
[Voiceover]: welcome to another episode of Add to Cart. I'm Bushie and I'm joining you from the land of the terrible people otherwise known as Brisbane, Australia on Add to Cart. We welcome everyone to share and listen to e commerce stories. The more diverse the better. I want to especially welcome the traditional owners and the original storytellers of the land that we are on, our indigenous and Torres Strait Islander listeners to join us in our ecommerce conversations and our community. Hello and welcome to another very special bonus exclusive episode of Add to cart. Today's episode is brought to you by Amassis and we are talking about personalization, email marketing, CRM data, customer segmentation, artificial intelligence. We cover a lot and I kind of might have gone off script for them, but there is so much practical advice in today's episode that it would be remiss of me not to cover it all. So first up we have Justin Bausch, CRM Manager at Rideaware, the fitness apparel brand founded in 2009. The brand's range is specifically designed to mold to the muscular physique of athletes and bodybuilders of any size to ensure comfort and style. I could really relate to that one. In recent years, Riderwear has developed four gym locations in South Australia and Justin has a lot to say about his no nonsense approach to marketing and how he leverages the Amassus tool to better serve the rightaware customer. And despite what it might sound like, Justin is not paid by Amasses. I actually had to check afterwards, but it is fascinating to hear how he is leveraging every little bit of value out of the platform as he can and he's getting amazing results as a one man band. Joining Justin is Tom Harris. Joining Chief Revenue Officer at Amasis, Tom supports leading global brands to realize their greatest personalization and omnichannel aspirations and he loves it so much. He's been doing it at Amarsys for 10 years. He's based in London and we are very lucky to have caught him on a trip over here in Australia. Now I'm not exaggerating when I say that this episode probably has the most practical tips of any exclusive we've ever recorded. Whether you are using the Amastus platform or whether you're using another customer marketing platform, you are going to get so much out of this in terms of practical tips that you can implement in your business today. Also, Justin just has a way with words, so entertainment value is very high. Now if you enjoy today's episode and you want more content like it from other Amasses, customers from around the globe and other industry experts, make sure you sign up to the Today Power to the Marketer online omnichannel and AI masterclass on the 12th and 13th June. You can get access to those two days packed full of content@Marsys.com that's E M A R S Y S dot com. The link is in the event section at the bottom of the homepage and we'll have the link in our show notes as well. All right, let's get into it. Thanks to Amasis for bringing us this conversation. Here's Tom Harris, Chief Revenue Officer at Amasis and Justin Bausch, CRM Manager at Rightaway. Justin and Tom, welcome to ADD to cart.
Justin Bausch: Thanks for having me.
[Voiceover]: Hello there gents. Brilliant to have you here. We're going to talk all about optimizing customer segmentation, email communication, all types of customer communication. But first I want to cover off your personal stories and what you guys are doing. We'll get into the businesses that you run. But firstly in our pre chat we talked about Tom, this is your first podcast that you've done. You've said no to a lot before. You've come onto this one and Justin, apparently you just go on everything.
Justin Bausch: Well, I try to when invited
Thomas Harris: but Nathan, I was listening to your stuff for a while and then obviously you interviewed Dan Ferguson recently from Adore Beauty and I just, yeah, found the conversation just supernatural. I really enjoyed the value. I think that people would have got out from that conversation as well listen to how they think about loyalty and profitability. So yeah, so it's fantastic to be on your podcast today. I'm very excited.
[Voiceover]: Well, thank you. We'll be kind to you as your first podcast and obviously adore beauty greater master story. But we're going to go up, we're going to challenge Dan and we're going to take it to the next level here. So Justin, give us the rideaware story. Obviously really successful gym, activewear brand. Tell us about Riderwear and your point of difference.
Justin Bausch: Yeah, so Riderwear was first brought out by the founder David and he built it with his wife and it went from like a small kind of gym, bodybuilding apparel and now it's completely expanded. So like I think our boarding space is 70% female and 30% male now. So it's definitely transformed in that space. But we've gone from a small power brand to now like a big global one. You know, we operate primarily in au, US and UK and we've now expanded into our own gyms as well. So we've got about eight gyms across Australia in SA and wait and we're now looking at entering different states as well. So yeah, it's very exciting to incorporate that kind of online and offline space. You can walk into one of our gyms, shop our apparel at the front, you know, use loyalty points and everything like that. So the next phase for us with the masters is going to be really exciting. Being able to walk in, scan your gym membership, get points for that, all that type of stuff that's on the horizon. So it's really exciting.
[Voiceover]: That's pretty cool. And do you have physical stores outside of the gyms as well?
Justin Bausch: We don't, we don't. We found that just focusing on the gyms and making them stores itself is probably like the best kind of way to capture our market.
[Voiceover]: Yeah, great. And what's your role at right away?
Justin Bausch: Yeah, so I'm the CRM manager. So I look after all the emails that go out as well as the automations, looking at the data, how it works and just all that, all that fluff around the automations and all that and all that stuff.
[Voiceover]: I've never heard someone in a data role say that it's all that fluff. It's usually the brand people who are saying that.
Justin Bausch: Yeah, I mean, look, I will say that a lot of digital marketing is fluff, but data may not be fluff. I do try and make data driven decisions as well.
[Voiceover]: Lovely. And we're going to get into that in detail today. Tom, you are in Australia gracing our shores. What brings you out this way.
Thomas Harris: Yeah, Being with the team over here in Sydney now, but before then I was actually over on the Gold coast at an event where was meeting a big, big percentage of our, of our customers. I think There was about 20 to 30 customers there and then, you know, a couple of hundred of potential new customers. So it's been fantastic to spend some time over here with the customers and the team. And I always love coming over here. There's just this warmth and this friendliness to collaborate and to innovate and to share ideas and learning. So yeah, I always love coming over here. I always leave with a book full of ideas like I was telling you earlier to take back.
[Voiceover]: So you've picked your moments. Well, you know, just timing it out for a little conference on the Gold coast sounds like.
Thomas Harris: Exactly. Yeah, yeah, it's hard. It's such hard work.
[Voiceover]: So tell me about your role. You've been at a masters for 10 years. That is amazing in our industry to be at one spot for 10 years. Can you tell us about your role at Emarsys and why you've stayed for so long?
Thomas Harris: Yeah, so I'm the chief revenue officer for emasis, so I have been here for a fairly long time. I mean, I kind of break it down into three areas. Number one, the industry that we work in continues to change and accelerate and so it doesn't feel like I've been at one place, it feels like I've been at multiple places because there's just been so many different phases to Emarsys growth, but also the growth in the industry and the rising marketer, digital marketer, cmo, CDO expectations, but then also the rising customer expectations as well that we're constantly keeping up with or trying to foresee and trying to predict so that we can give the best service to our customers. So the first one is speed of change. The next one is the amarsys platform and the product that we provide. Whenever we're launching new features, new capabilities, we're always starting with the customer, the value that it will provide for the customer. And that's just where I want to be. I don't want to be a provider that's providing capabilities and functionalities that's not going to ultimately get adopted or used. Yeah, I want to provide something that's really meaningful and delivering value to the customer. So that's that box ticked and then, you know, we've got an incredible team. So the last one is people, not, definitely not last in the order but, but you know, in terms of the points, I'M saying, but the people at Emarsys that roll up the sleeves make sure that we're hands on with the customer, hands on with the business. We've got this great culture of providing feedback and insight and this real growth mindset that I just think is special and unique. So that's. Those are the three for me.
[Voiceover]: Makes a lot of sense and I love your point around the business isn't the same business as it was five years ago, 10 years ago. It has evolved, definitely not. So that makes a lot of sense. All right, let's get into the topics that we want to discuss today. I really want to start first with customer understanding because I think that's something a lot of retailers are really struggling with because we seem to be on this verge at the moment of automating customer understanding versus the old world automatically of marketing where you have your segments and you have your Personas. So I want to understand, Justin, how you manage the data versus the fluff, so to speak. To continue your theme there from a rideaware perspective, how do you define the rightaware customer?
Justin Bausch: So I mean, it's hard. Like I'm a team of one, right? And our database across au, US and UK with the Masters is over a million. So if you were to tell me how do I define a customer and how I split them into segments and Personas, I think by myself, I just want to be able to do it. I feel like a lot of people think they know what their customer is, but they're only guessing half the time. And like, you know, you might join a big, I've worked for big companies and you read this little deck that they put together. Our customer is this and this and that deck was put together like six or seven years ago. And like Tom said, everything has changed since then. So what I'm doing is I'm relying on the tech that a Masters provides me so I don't have to guess what my customer is.
[Voiceover]: Do you even bother trying to put them into segments now?
Justin Bausch: I mean, I do like you kind of cookie cutter stock standard segments lasting last purchase X amount of days ago, stuff like that, just to do ad hoc ones. But a lot of the time I rely on, you know, the AI capability that a Masters provides that we're definitely going to go into later where they're going to tell me when a customer is likely to convert or when a customer is likely to, to churn and stuff like that. And I just, I rely on that because I don't have to guess and I know it's going to be accurate. It's definitely going to be more accurate than me.
[Voiceover]: So you don't. Do you worry about segments like the traditional, like you referred to there before, around. All right, this is Petro. He's 35 to 55, goes to his gym three times, is like 150k bench press like versus Susan, who's there for the cardio. Do you care about that kind of segment or is it more behavioral based?
Justin Bausch: It's probably more behavioral based. Honestly, I do like to think, oh, let's send this group an email because we know they're like focusing on bench and stuff like that, but at the end of the day everyone is so busy. Are you really going to open up an email and be like, oh, here are some tips? Like, I don't read that shit, honestly. Like I, I know that my most engaged and best emails are the ones where I just provide products that they're going to resonate with. Like I'm not going to send someone a life story about the gym and dieting tips when half of our consumers are like knowledgeable about that anyway.
Thomas Harris: Yeah, no, no Pedro. No Pedro. Susan segments. Then I think Nathan should, should come in and do some consultancy. Those could be winning ones. I reckon that's true.
[Voiceover]: I'm here all day. Tom, is that what you're seeing around the world, that there is this shift? Because I've worked in advertising agencies before and I was that person who came in and went, here's your segments there. Honestly, it wasn't a lot of data behind it and we're talking 15, 20 years ago now and there wasn't a lot of data but it was based on observation and stuff, stereotypes a lot of the time. Are you seeing that there is that shift away from those Personas into more behavioral based audience segmenting?
Thomas Harris: Again, going back to the change that I've seen in the market, I would say that I think people knew or thought they knew that data was a currency years ago, but now it's fact.
[Voiceover]: Right.
Thomas Harris: And so a lot of the decisions they're making, a lot of the segmentation, a lot of the augmentation around who to target, when to target, how to target, is now so data based. So yeah, I'm seeing a massive shift and it's really the consumers that are forcing that change. When we do these big pieces of work where we get the customers of our customers to provide insights to us in order to open the eyes of our customers on what to do, how to do it, when to do it, and one of the Stats that was just jumping out to me was the percentage of customers that would not engage with a brand if the communications wasn't personalized. And that's now up to 18% where they would be like if the, if the message is generic, if it doesn't feel that it's right for me, I'm not going to engage. And that percentage is climbing up year over year. Consumers are demanding that that message is timely, relevant, personalized, contains things that they're looking at to Justin's point around products, are they the right products for that consumer? Are they actually going to resonate with. Is that customer actually going to, going to love them? And if it's not, you know, if you're sending, if your segmentation's off or your data is off, you're sending male products to a female audience or, or you're sending a price point to a wrong price point or you're going for last season stock, but you actually, your customer is someone that's constantly buying the latest stuff. You're not going to resonate and you're actually going to end up risking that customer's engagement.
[Voiceover]: Yeah, and I love what you're saying there around giving those different examples of personalization from a content perspective because personalization obviously isn't the dear first name anymore. It's the, it's the timing, it's the content, it's everything that can get pretty complicated. Right. Justin, from you mentioned they're identifying your most profitable segments or profitable target. I think it's probably not even right to call them segments anymore, but profitable points in that customer journey to be able to send that triggered communication, what times or what points are you finding to be most profitable for right away
Justin Bausch: in terms of like when we should be sending out an email to someone.
[Voiceover]: Yeah. What kind of communications are getting the best bang for Buck for you?
Justin Bausch: Yeah, there's a really handy AI segmentation that Amasses provides and that's likely to convert. And I use that to not only think about maybe if we're sending an email out with percentages off and vouchers and stuff, you know, we can avoid that segment because you know they're there. We can reward them in other ways with loyalty points and stuff like that. But you know, sending comms out to these types of people and using the product finders, the product AIs in the emails itself, the recommenders and stuff like that, I find the most profitable for us is actually, you know, there's a lot of emails, a lot of companies that I see where a New collection drop will be the whole email. Then at the bottom it will be products we might think you like just at the bottom, right. And we, every brand treats it like the ugly sister. Like it's just, oh, we'll just put it in there and we recycle it. Every single campaign. Right. People don't realize that that is the most profitable part of the email because their products, that that person is resonating with that they're browsing, it looks at purchase behavior, browsing behavior, interest based targeting, everything like that on your website, it feeds it to that. And that's the form of AI and product recommendations that Amasses uses. And when I actually put that at the top and I make that the hero piece, not this new drop that we've collabed with this person out in the Himalayas and they're this monk person and talk about the whole story about that, no one cares about that. If I put that module up at the top that has increased revenue by at least 30% in every single campaign that I do. Then at the bottom and if I guarantee, if you look at all these other emails, that module sits at the bottom of companies email. So for me stuff like that is the most profitable.
[Voiceover]: If you're putting that module at the top of your communication and you might be sending, I'm putting words in your mouth, you tell me what it is. But two, three emails a week, whatever it is, how do you make sure that that stays fresh and relevant? That it's not serving up the same product over and over again?
Justin Bausch: Yeah, so you can set rules to make sure that it's not the same, but then also I can change up the creative. So it might be a 3x3 block module and then it might be like I just pepper in a product with a two by two. So it'll be a collection drop. And then on the right side it'd be like you might like this like next to it. So it kind of looks like it complements it. So it's not always going to be the recycled look of it, but I always have different kind of like playbooks in me. Just drawing it out of that and be like, yep, I'll chuck it in this one, this one. And then I'll just make sure I just always change it up like that.
[Voiceover]: No, that makes a lot of sense. I once worked with a CEO of a large retailer who didn't ever want that for you. Carousel near the top of the homepage. Because every time they logged in or logged onto the site, it showed them toilet Brushes and like we don't want our customers seeing our toilet brushes but
Thomas Harris: that's what they're buying.
[Voiceover]: Well that's what she was looking at. It's like not everyone's seeing that. So there is a change.
Justin Bausch: Susan wants her toilet brushes. Don't ignore that segment.
[Voiceover]: But I understand especially when you've got a curated beautiful brand as well, sometimes you want a little bit more control. So there is that change management piece to be able to show those results of what the personalized content or personalized product selection gives rather than just going on a brand brand hunch. Tom, what are you seeing from. If we've got people listening who are like, well, what are those triggers that I need to implement in my business based on customer journey points rather than segments that can. That are really important times in that customer journey to hit them with personalized messaging?
Thomas Harris: Yeah, if I go for, I'll go for kind of two campaigns for kind of two different types of businesses. I guess in retail the first one is like very treatment led. So I would say things like back in stock are fantastic for driving really profitable and high levels of engagement. Right. So customers on the website, they're looking at products, they've got dwell, you know, there might be a certain amount of dwell time where they've been on a specific product, then they've abandoned it or they've even gone that step further, they've added it to a wish list or their basket. Then you can do the abandoned basket campaign. But the one that I like if it's out of stock is that back in stock campaign. Super high levels of engagement, super high levels of conversion.
[Voiceover]: And not relying on a discount.
Thomas Harris: And not relying on discount. Exactly. It's pure treatment, 100% treatment. And that is one of the out of the box capabilities of emasis. So straight away you can get that, that up and running. And then the other one may be for more of a discounting led retailer, a business that a retailer or an E commerce business that's more comfortable with discounting, you've got price drop and price drop is also fantastic. So you know that regular sync of data coming into the platform and then again customers for whatever reason they haven't converted, they haven't purchased that product. But then something changes the merchandising or the buying team get it for a better price or the business is prepared to make an offer on incentive and sacrifice some margin on it, that price drops and instantly that triggers to the customer and drives that engagement. And that's Omnichannel can go out and a push notification, a text message, an email on the website. And these things drive a lot of engagement. And that's, that's behavioral. That's triggered. It's not, it's not a campaign, you know.
[Voiceover]: Yeah, and I love that distinction between price driven communication and intent driven. Justin, you mentioned before around not sending unnecessary discounts to your most engaged customers. How do you do that? How do you manage that? The people that you know that are going to buy at full price don't get discounts that they don't necessarily need to convert.
Justin Bausch: Well, the thing is though, like, I do hate doing that sometimes. I'm like, you know, I had the whole idea of, you know, you're a Telstra customer and you've been a Telstra customer for all these years and yet they gave you a better bloody deal with like new customers. You're like, where the fuck's the loyalty? Sorry, part of my French. But we love it. Yeah, we look at that. But we definitely reward them in other ways. We provide them exclusive kind of products, we offer them exclusive kind of deals around that and we definitely offer them really good rewards points. They're definitely a higher tier so we kind of treat them in those ways as well. So we don't completely exclude them all the time in terms of those discounts. But they'll be the first to know when a sale goes live. Really high engaging products and, and stuff like that, they will still get their discounts. But we also have that option to, to say, hey, look, you know, we don't really, we think they're not going to defect so let's not put them in that defecting basket as well.
[Voiceover]: Makes a lot of sense. And your customers, I can imagine the data that you're getting is very different from a lot of retailers. Once you add in the in store element plus the gym, like the behavioral triggers that you're getting from people who are active, who might have dropped off their physical activity, are you incorporating all of that into your communications?
Justin Bausch: It's actually an exciting time because we're actually just starting to do that. So like the gyms only rolled out like two years ago. Right. And then we were on this massive change from our old email provider to a master. So like we've got that completely right now. We're so happy on where we're going. So now the next piece is actually tying in the in store data with online, with online as well. And you know, that also is going to show how many times they've been working out of the gym reward Them, you know, X amount of times. And you know, we're going to start opening up cafes at some of our gyms and stuff like that as well. So if you think about it, you know, if you work out X amount of times, you get points to put towards coffees and stuff like that. So it's just the start of it. And you've got all these cool features like the, the wallet with the Masters, which you can just easily come and scan that and then that can just trigger with your POS and bring up rewards points and stuff like that. So that's actually the next phase and in what we're doing at the moment, so we've got the data coming in from people that have signed up at the gyms and stuff like that feeding into a Masters. But yeah, the next phase is them being able to use multipoints and that connection as well. So we're just exploring that right now.
[Voiceover]: That'll be next level, how personalized you'll be able to get with that content. Tom, you see examples all around the world, especially from omnichannel retailers. Are there any amazing retailers or examples that you've seen that are using different data points for customers from different touch points and incorporating them into an ultra personalized experience?
Thomas Harris: I think, I think Justin just gave some, some fantastic ones just there. But yeah, when I'm looking at other organizations that are doing really innovative things, I'm looking at businesses also over in Australia like Pet Circle, you know, so I think the way in which they use treatment to dial up that customer experience is next level. I was actually speaking to one of the members of the team there. She's, she's got a pet. She's a Pet Circle customer. That's one of our customers as well. She'd ordered all of this food and for whatever reason, I don't know why, but the dog's on a diet. And so she's like, I've got surplus to requirement food here. So she got in touch with the, with the customer, let them know and instead of being, you know, instead of it just being like a wait till he's hungry, I guess I don't know what the message would have been specifically for that, but, but the message was actually, you know what, here's an offer for the, for your next food, here's a bit of discount off and here's where you can donate food to as well. And so they come up with these strategies that were actually semi automated around, around customer treatment. So those are some of the data points and they, and the Reason why I know it was more about what data points they're collecting but they know the pet that, that she's got, they know the age and they're doing some very EQ high campaigns around treatment in order to get their customers. So that's a really interesting and interesting data set.
[Voiceover]: I love that example. And it was interesting when we were talking to John, he was on the podcast from the Mumbrella event, he was saying firstly that there is a thing called Pet Ozempic that's coming out soon. So for pets and their health. But also his biggest worry from a customer data perspective is who do we define as the customer? Because they have all this data collected on the pet, what breed they are, what name they are, how much they weigh. Is that the customer or is the owner the customer? Yeah, yeah, that's interesting. I hadn't thought of it that way.
Thomas Harris: Another business that we did around, we did a roundtable event in the UK literally before I left for Australia. We have some fantastic brands that we work with around the table. So ones like Aspinall of London, Brand Alley, that's been a customer of ours for many years. We had bulk powders that does supplements and they're a really interesting business. Right. So if you think about the supplements industry and you know, riderwear complementary to this with bulk powders, really their main thing is like transparency of the product. So people are out there, they're buying their way, they're buying their supplements in order to help them to develop into the athletes or even just help them with regular fitness or regular dietary things and they're using all of that data to hyper personalize the communication around what to buy next or what they might be interested in. Because people that are purchasing from, they really care what's in that product, they want to make sure that it's geared towards them. So yeah, so some super interesting data sets coming out of those, those, those areas as well.
[Voiceover]: Absolutely. Justin, Tom just mentioned semi automated emails and I'm really keen to hear from you. As a one man CRM machine, how much time are you spending on automated emails versus kind of campaign emails?
Justin Bausch: Yeah, that's an interesting question and I spoke about this at the Power to the Marketer event that I think that automations honestly are your biggest key in driving stronger email revenue and companies just don't understand that. Like I remember speaking to someone at the Power of the Marketer event and they said, oh, automations are great because they're so good because you can just sit and forget it and honestly like I Nearly threw up in my mouth. I'm like, I can just imagine those people that they, they. An automation was set up five years ago and no, no one wants to touch it. All the new marketing people come in and they're like oh yeah, these are our banded carts and do you think anyone is going to practically go in there and want to change things? Like God forbid you break something. Especially with, with big companies you do something and then bloody. I don't know. People that work there in email marketing, they know what I'm talking about. You break something, the whole company knows about it. It's not just your boss, it's the manager and it's customer service coming to you. Like everyone knows everyone knows so no one wants to touch it. But with me I like my, the great thing about my company is that with right away, you know, I report directly to the owner and he gives me a license to whatever I want because he backs me, right? And I spend all my time in automations tinkering a B testing and people think AB test once and then that's it. Like with me there's so many iterations of AB testing. Our automation revenue when I first came on board was sitting at 30% and campaign revenue was at 70% and now it's, now it's flipped so Automation is about 70% and campaign revenue is 30%. And for marketers out there listening to this, that's where you should be hitting spend less time on bullshit fluff like I say about subject lines creative like the amount of hours that I've spent wasting in meeting rooms with people talking about how an email should look. I could be spending those times and going how can I improve this back in stock or abandoned cart or defective, how can I increase that by 2, 3, 4%? And then that is just recurring revenue that will then have a domino effect on everything else, right? That is just constant improvements every single week. And, and companies talk about the right message at the right time. They love saying that that's their favorite buzzword. Right message at right time and yet they neglect their automations. The right message at the right time is your automations. Let me just say that louder for the people in the back. They are your automations. It's not your fluffy new campaign drop, right? Because everyone might not be interested in that. It is your automations.
[Voiceover]: I love what you're saying there because campaigns, they are absolutely important at certain points but they take so much blood, sweat and tears to create and they go out and then they die and then that's it and move on to the next one.
Justin Bausch: Very good, very good point, Nathan. Because another thing that I found that's really positive is how many times do you come up with a good campaign and then the email goes out and then you don't send it out again. It's like, oh, that was done four months ago, but it was a great campaign. Something that I've done, you know, working with within the Amasses platform is identifying those good campaigns and then set them up as just an automation for new customers. And then if that product goes out of stock, maybe you can have rules to say or stop automation, whatever. But why not recycle those campaigns? Like don't send out a brand story when a new customer comes in with paragraphs that they're going to not even care about. Send them that good campaign that you sent out four months ago and that will make more revenue than talking about how your founder started this company 20 years ago and he's now a millionaire and you feel like shit because you're sitting there reading that on the bus. You know what I mean? Like why, why are you sending that information? Send out really good high converting campaigns as recurring automations and that's a, that's a great way to increase revenue as well.
[Voiceover]: Brilliant tip to make the most of those. Tom, are you seeing the same that 70, 30 split in terms of automation revenue versus campaign revenue around the world?
Thomas Harris: I mean it's always a little bit subjective depending on the business type. But going back to just Justin's point there, we see it, we see it the same way. You know, you've got the treatment campaigns automated that are waiting for the customer's interaction. And I refer to this now with, you know, with a predictive AI has been around for a very long time. Justin and the team at RideAware, they, they use a lot of our predictive AI capability which is fantastic, that helps them to stay in front of customer demand and predict what's coming around the corner. Generative AI, everyone is looking at how to bring this into their organization, right? And for me, and I was speaking to this at the event and also with Justin, for me, generative AI helps businesses to keep up with what predictive AI has enabled for an output. So if you imagine, right, predictive AI is giving you all of these segments, all of these interactions, all of these areas you can follow up with Generative now meets that, that growing list of where of areas where you can really meet the customer and enables you to automate the matching of content. And then obviously the Brand, the identity. It's got a, it's a large language model. You can put identity into that large language model and make sure that it meets with the right sentiment, the right tonation that matches that brand. And so that's what's interesting. So I think that the automated nature is going to increase because you're going to be able to be even more personalized. You're going to be able to keep up with that demand. There's always a place for those large big campaigns. There's always going to be a place. Right. That's where you can dial into brand, brand sentiment, you know, what are we about? But it's also a way of how can you get the perfect harmony between personalizing in those campaigns and, and really when I'm speaking to businesses that's still something that's quite hard, especially if you've got strong founders and brand as well, which is ultimately why you get them to first engage. But how can you make those two worlds work seamlessly together?
[Voiceover]: And are you saying that generative AI is or is going to allow marketers to create totally unique content for each recipient?
Thomas Harris: Yes, I do see that. Now obviously we're in an area at the moment where people are testing and learning.
[Voiceover]: Right.
Thomas Harris: And there's a lot of sensitivity around how much content do you want to leave to the generative AI engine. And that will come with trust. I'm definitely not saying it's going to replace the photo shoots of taking the perfect picture of the perfect product that the businesses is trying to sell. I'm definitely not saying that. But what I'm saying is things like that we're experimenting with so like one to one subject line generation, finding products. So rather than having to. So Justin goes into the Amarsys platform. He's got hundreds and hundreds of products. How can he quickly find the right products for that campaign? Type at a one to one level. But also explain to the large language model like I'm looking for products that are going to fit within this campaign. How helpful can EMASIS be at recommending those products or giving a short list? These are some of the things where you're meeting the machine with the human element, which I've always been a huge fan of.
[Voiceover]: Yeah, that's exciting. I like that. Justin, I'm interested to go back to what you were saying about your A B testing because I could imagine with all the data and all the AI capabilities around you that your A B testing looks a lot different to what it might have even looked like 24 months ago where you're going, is it subject A versus subject B. These are what I came up with. What's your process now for AB testing especially when it comes to email marketing?
Justin Bausch: Yeah, so for me I actually have an AB testing monthly calendar and I come up with all these different ideas of how we can just tinker and improve the automation. So for example, one month I might fixate on price point in the email versus no price point because for me less information in the email equals more curiosity and they want to click through the email to find out more. So I've figured out that not having a price point in a lot of my products at the top is better because it's going to generate more clicks. 2 by 2 products next to each other vs 3 by 3 larger hero products vs smaller, smaller headers vs larger headers vs no CTA's UGC content vs the content that we provide. So like honestly I do that every single month. I come up with all these different tests that I can do. I scour the Internet to see what other companies are doing and then I just run these series of tests over three or four weeks, 50, 50 split. I compare the campaigns and then I'll go, okay, abandoned cart emails. We can maybe look at pulling UGC images in instead of the products on the, on the website. How has that increased revenue and click rates and obviously the more clicks. As a marketer I'm not, I don't really look at how much more revenue sometimes I generate. That's obviously a big thing. But I'm in the, I'm in the business of selling clicks like I'm leading a horse to water. It's up to the E commerce team to make them drink when they're land on the website. So if my email is generating more clicks then I've, I've done my job, you know what I mean? So all these little things have just slowly increased my click right open rates, click rates just by these A B testings. And I think a lot of marketers just think A B testing equals subject lines. You know, they think one product versus another, but it's also the whole layout of it. Like I just had an idea of what that idea of the product recommendation module at the bottom to the top. I just had that random idea. I'm like this is a really good module. Let's just see what happens when I just play around with it and it pays off. So it's just those, those kind of ideas that you can come up with. Set yourself a calendar and just stick to that on like a monthly basis and then you can report back to the business and it's fun. Hey look, look. What? You know how much extra now I've generated more clicks.
[Voiceover]: How often are you right? Because I could imagine you set these up and you go, I think this one's going to win. You kind of have what you think is going to be the winner. How often are you right?
Justin Bausch: If I'm wrong, I just don't tell the business that I ran this and it's wrong now. I'm joking to be honest. Nathan. I think there's like a Bruce Lee quote about this, about being not right or wrong. It's all learnings or something like that, you know what I mean? Like I'm never wrong because it's always a learning because now I've learned what not to do, you know what I mean? Like, oh great. I thought that maybe having price point or something in the email would be better but it's not, you know, so I see it always as a win because it's a, like a learning that you learn and it's something to then avoid to your next email. But look, if we want, if we want to be right or wrong about that, I would say I'm right maybe about 70% of the time. I think that's good. Strike right.
Thomas Harris: It's not bad. I love the growth mindset, Justin as well. That test and learn, that test and learn philosophy. It's brilliant.
Justin Bausch: Yeah, thank you.
[Voiceover]: There's no losers, it's just lessons.
Justin Bausch: If only I could apply that to my everyday life. I'm like, I mean I'm an overthinker so if I could just do that everywhere else.
[Voiceover]: Tom, you mentioned, you know, obviously we've mentioned a few of the AI capabilities from amarsys, especially when it comes to being able to predict audience intention to purchase but also products that might be able to shown at the right time from a content perspective in email. What are you finding as the best performing new features or new opportunities for retailers that are standing out for you
Thomas Harris: when it comes to our technology? Yeah, I mean there's a huge channel mixes, right? So. So email is one component of an omnichannel strategy. The best results are coming from businesses that we work with, organizations that we're working with like RideAware where they're combining a huge amount of the channel real estate. I'm still amazed at the amount of companies where social media isn't connected to CRM and digital or you know, paid sits in a slightly different area to digital as well, they don't necessarily meet on a weekly, a monthly or a quarterly basis. I'm always surprised by that because the value that you can get by combining email with TikTok, email with Instagram or the wider metal meta channels, the, the value you can get by increasing bids on keywords by syncing it to CRM data, the results speak for themselves than if you're an organization that has omnichannel, you know, Omni channel themselves. So they are actually, they've got a mixture of whether it's a gym, a store, a pop up, being able to use channels like mobile wallet to be able to increase not just the treatment of customers but also the identification. If there's a gym goer that's going into a rideaware gym weekly and you can use that data set to be able to tailor their email, their social, their push, their website experience, reward them for that experience, you're just going to see more results. And so it's actually the combination of channels, the combination of experience and really making sure it's consistent that we're seeing driving, driving the best results. So it's less features, it's more for us being able to use that whole omnichannel real estate. Now don't get me wrong, we've got amazing features as well, right? We've got product finder, subject line generator recommendations, we've got ways to entering automatically include loyalty strategies seamlessly into every channel. So we've got features galore, but it's all about looking at the customer, where they're interacting, the goals you're looking to, output that's really driving the results.
[Voiceover]: I'm keen to unpack that a little bit more because we've talked a lot about email and I think most people can get their heads around what an email platform looks like. But when you talk about personalizing communications in other channels, what specific communications are you talking about?
Thomas Harris: Yeah, so Mrs. Now for five years on the run has been the leader in personalization in our segment of customer engagement. So we obsess over the ability to personalize. Personalization across channels is always dependent on what that channel is. So email, you can personalize absolutely everything. Images, content, subject, the whole thing can be personalized. What it looks like on mobile, what looks like on desktop, all of these avenues can be personalized to the consumer. Then you've got things like inside the app. I think app personalization is such a game changer, right? So you know, you can take over real estate in the app, flip it out based on it around engagement and automatically hook that, that personalization into those platforms. The in app inbox, the personalization when it comes up onto the screen when you receive a notification and to now to the point where I'm going to talk about it again. But Mobile Wallet, because I've been into, I've been going into retailers for years and years and years and the one question, the one, the problem is how do we seamlessly identify more consumers in store? You know, I know that the Pandemic did huge amounts of change, but one thing that it revived was the QR code. Right. I mean that one came out with a vengeance. And inside Mobile Wallet, where it's a barcode, whether it's a QR code, being able to seamlessly scan that and then be able to drive that personalization. But also inside the wallet, I mean Nathan, you're going say you're going into the RideAware gym and on, on your RideAware identity inside your wallet for, right. For going into Riderwear, it says Nathan is a gold Riderwear customer or whatever we designate. His loyalty points are X. You know, these are the things that he most likes engage with in the gym or this is what his fitness regime is working out. Being able to personalize on the pass. All of these things are huge opportunities when it comes to actually activating personalization.
[Voiceover]: And just for the record, I'm probably more of a Susan than a Petro. But, but are you talking about when you talk mobile wallet just because I'm very visual. Are you talking about in Apple Pay in your wallet that you've got a card that might be set up for right away that's personalized just for you?
Thomas Harris: Yeah, exactly that. And so, and also just being able to update those as well as you go through your, your loyalty tiers, your loyalty, your loyalty process or also the amount, you know, whatever, whatever the business is determined that that experience changes based on. But yeah, you've got it exactly. You know, whether it's the Android, whether it's the Google sorry. Or Apple passes, being able to be able to. Yeah. Show that. And it's actually got personalization on it. Personalized to, to you as the consumer.
[Voiceover]: Very cool.
Justin Bausch: And that also, that also includes like office and stuff like that. So we can, you know, we're working now with, with a master's to say like how can we best personalize this as an experience? So like if you imagine walking to our gyms and then you know, we can set it up with it knows that we're in the gym. Right. So then you get an offer saying, hey, you haven't shopped with us for a while. And then push notification come through on your phone and that offer can show up in the wallet. So that's like, imagine like 20% off leggings or something like that when we know this customer loves buying leggings. And then they're in the store at the gym about to work out, and then they see all these leggings. So and it's triggering when they actually enter the gym. And not just with wallet. Like a really good personalization in the different channel that we use. And it's honestly being a lifesaver. And that's web channel for us. And what web channel is, is you can just think of different templates and ways that you can actually show a message on our website. And it's personalized and tailored to that customer. So something that I've done really well is, for example, I looked at how many defecting and inactive customers that we have and how many of them have actually unsubscribed, right? We can't send them out an email comps to say, hey, come back, and he's 20 or 30% or $50 off your next order, right? We can't send them an email. So what I've done is I've set up web banner campaigns at the top and a little message can just show and say, justin, come up like, we miss you. Here's $40 off your next order. And that unique code that is set up to that customer actually displays personalized on that banner, right? And then I speak to the social team and like Tom said, there's that big connection between social CRM. I tell the social guys, I go, hey, I'm running this campaign. Let's do some creative and say, hey, there's a $50 offer waiting for you on the website. Like, click now to. To. To see it. So then the. The for all these defective and inactive customers that have unsubscribed that we can't normally communicate to that everyone forgets about because it unsubscribes and unsubscribe. No, you can still contact them in different ways. So suit, I keep saying, Susan, let's just stick to Susan.
Thomas Harris: Nathan. We just. We got to blame Nathan for that, honestly.
Justin Bausch: I'm sorry. Susan lands on a on Instagram and says, you've got $50 off waiting for you on the website. And it's like, oh, wow, I'm going to click it and see where it is. She clicks it and then the banner just pops up. At the top, Susan, he's your code to put in the checkout and then she makes that checkout and then hopefully as a business you've got the auto tick box subscribing into your email, comments, whatever. And then that just then you've just recycled her back into your flow, you know what I mean? And that's different ways that we've been using the emasis tech. Like this web banner feature I haven't used in any other company because I don't think it actually exists. So when you know, my customer success manager says, hey, I reckon this would be good for you. I looked at different case studies and I was like, wow, this could actually definitely benefit us. And it did.
[Voiceover]: And I'm not doing this as a planted question. I'm genuinely curious because when Tom talks about mobile wallet, you talk about web push, talk about social integration, I can imagine there's a lot of people going, oh, like ideas left, right and center can become overwhelming from an implementation perspective. Justin, you mentioned that you're a one one man band. How hard is it to get your head around to get this into market while you're doing everything else?
Justin Bausch: It's not hard. You know what do you know what is hard? What is hard is being in a big company with heaps of political barriers and it takes like, I'll give you an example. I was at this big company, right, I wanted to get STO send time optimization implemented. It was a six month process of talking to, you know, the data team about how there could be potential breach and I'm like, who cares? It's like Susan opens up her emails at 12pm that's data, that's I don't care. To me, I just work at a company where we're fast, we're seamless and the biggest barrier is when there's more people involved and then they just cause issues and red tape and obstacles for the sake of it. I'm a one man team. I honestly think it's easy for me because I can just call the boss and go, yep, I'm doing this. He goes, great. And then I work with a customer success manager. If there's any obstacles I just email them to get back to me instantly and then I can, I can do it. Like I'm no dev with, I've got a background in it but like, you know, I'm not this amazing kind of guru when it comes to tech. I know what I'm talking about. But at the end of the day it's for me the easiest Part is because I don't have a lot of obstacles, I think, to push back.
[Voiceover]: So your advice is just to lock the door and shut everyone else out
Justin Bausch: of the platform 100% and just do it and then, and then, and then let the data speak for itself. Honestly, like, I think a lot of companies are so worried about changing, implementing new things with we're so adaptive to change. Like we talk about change and what's coming, but we're so resistant to it. And a lot of it is, it's hard because you have these, these companies that, they do have that red tape. But yeah, I find that the smaller companies I've worked for with a smaller team, we, we've just been adaptive to it. And I think that's what has been the most successful because a lot of people ask me, how do you get all the success done being a one man team? It's like, well, because I don't have to have 20 other people to get approvals. I just get it done.
[Voiceover]: And I think a big part of that is all the tools are there, the text, they're ready to go. You've just got to actually knuckle down and make some decisions.
Justin Bausch: Yeah.
[Voiceover]: And get it implemented.
Justin Bausch: Well, that's, that's, yeah, that's what I, that's why I asked, I asked Tom and I was just like, and my customer success manager, I was like, why aren't other companies doing what I'm doing? And they're like, the tech is there, they just aren't utilizing it like it's there. So that's what separates those companies, some
Thomas Harris: of the things that we're working on. So I couldn't agree with Justin more. But Justin's also in there. Just how much more can I get, how much more capability, how much more personalized, how much more automated can I go for? So I always love listening to Justin talk about how he's pushing the technology to work with him and his organization. The, the way in which we're helping some of those larger organizations is actually taking kind of Justin's way of thinking around that agile test and learn approach and helping them to think about it. So if there's a new emerging technology like can we try it on a smaller market, can we try it on a subset, can we try it on an audience or an area or maybe even a brand where the results aren't as good, if they're a multi brand retailer or if they're a multi brand business. And some of those things are helping to show if you, you know, if you go down this path, these are the results, these are the amazing results that can come come with it. So I think there's really something in that test and learn approach of being agile and fluid to actually bringing on more things. But when your business is maybe on the conservative or the risk averse side, how can we de risk and how can we mitigate that so that you're not left behind? You know, we don't want those businesses becoming laggards. We want them to be still at the forefront and the, and the tip of the spear.
[Voiceover]: All I'm hearing is that there's a new Amasses feature coming which is the what would Justin do GPT bot that anyone can access.
Thomas Harris: How did he find out? How did he know?
Justin Bausch: Yeah, you know, you know that old Microsoft Word with the paperclip on the thing, how can I help you? That's gonna be me with my face on it. Like, how can I help me? Just write to me and I get the rules.
[Voiceover]: Just watch the box. With great hair. With great hair. And fake glasses.
Justin Bausch: Let's not talk about these fake glasses.
Thomas Harris: Tom.
[Voiceover]: When we were at Power to the Marketer earlier this year in Melbourne, the conversation that we had, which I thought was really interesting and seems like the next evolution, was about almost conversational communication. We've talked a lot about one way communication here, pushing messages out. Do you see a point soon where there'll be an expectation of, no, don't just push me a message. I expect to interact with these messages.
Justin Bausch: Yeah.
Thomas Harris: So this is where I see, you know, this is the vision really. I see every single communication, every single interaction moving towards that, that way of continuing a conversation with a customer at the center.
Justin Bausch: Right.
Thomas Harris: Justin will know it well. But at the center, at the core of Vimasys, there's the personalization service and then there's the, you know, the area where you can do interactions. And this is becoming more and more more powerful as the days and the weeks go on. Right. So every single interaction that a customer makes can be used in order to change an action, a word, the inbound, the outbound to that customer. And it's becoming increasingly more conversational. And customers like RideAware, they're really pushing that and helping us to actually bring that, bring that to life. So yeah, an email goes out, you respond. You know, imagine a world where you could just respond to that email. It seamlessly goes into the push. The audiences automatically update. That's, that's, that's how we are thinking about it. And I think that's where the that's where marketing's going. It also brings in that service dimension as well to it. Right. If you've got a customer that maybe they returned a product for whatever reason, or my pet circle example from earlier, all of that can be used to quote, unquote, continue the conversation with the customer. And yeah, I'm incredibly excited about, about that future coming to reality and us making it a reality for our, for our, our customers.
[Voiceover]: I think you're absolutely right. And it is going to be a customer expectation whether we want it or not. I'm just thinking from a marketer's perspective, that's going to scare the shit out of a lot of marketers because instead of just going, oh, my job's done, it almost blends the worlds of customer service product into one space of marketing. Justin, how do you see that rolling out? Does it just mean that your wider team have to be involved then? That it can't just be a marketing function when we're communicating with our customers?
Justin Bausch: I think so, yeah. And like at the end of the day, all these texts and everything like that, it's just going to enhance us to make better decisions, I think. Nathan, you were mentioning about engagement and expecting to engage with these comms and like a simple segment touching back on the segmentation of things that I use is with the AI tech that a master provides is there's a segment called Likely to engage, right. And they could be likely to engage with sms, likely to engage with email. So you can use these different engagement pieces across those different channels. And I've been using that for all my emails. And like it's scary because when you look at how big your database is and what you normally are used to, you know, we always used to do has engaged in the last 120 days or something like that, that was just a cookie cutter thing. And when you ask people what's target do you use, they say likely to engage 200 days or something like that. And you ask them why and they go, I don't know, we've always been doing that. So now I can, now I can use Likely to Engage. Right? And to be honest, it cuts your audience by quite a bit. And it's scary as an email marketer because you see an audience for that email go from 140,000 down to like 60,000 or 50,000. And there's this scary thing is if I send it to less people, it's going to generate less money. Right. And when you look at it from the start, and I've done a Lot of AB testing with this. And I said, all right, let's send one email with likely to engage 50 to that and then test it. And all the other people that would have potentially missed out on that email, let's send it to them and let's send it over 40 or 50 different campaigns and let's just tally everything up. And I did it across maybe 40 to 50 different campaigns. And at the end of the day, if you look at it side by side, the more those people. If I had a center, more people would have made more money. Right. But then if you look at it from an unsubscribe point of view, the amount of unsubscribes that I got from that likely to engage versus those other people that I just bring in, it was. It was insane. I hardly got any unsubscribes. And the likely engage. And then if you put a dollar value on your subscribers, which a lot of marketers don't, and then I incorporated that into the revenue and the profit of the emails, at the end of the day, it was insane. It was insane. I was just like, why are we sending out to all these people? Like, it might look like you're making more money, but if you run it across 50 different campaigns, all those unsubscribes that you've, that you've just collected has just like removed a chunk of your revenue. But people don't implement. Yeah, people don't use that statistic and put it in their bottom line. They just think, email A, email B, look at the revenue difference. Then they forget about the unsubscribe. So that whole engagement piece and. Sorry, I think I've sidetracked from your question, but no, no, I love it.
[Voiceover]: The same is playing the long game here. Right. And whatever, whatever. Not to say I almost said the right channels at the right time, but it kind of counter counteracts what you were saying earlier, correct?
Justin Bausch: Yeah, but it's. Yeah, it's an awesome feature and stuff like that. And it's just that engagement piece, because I know that these people are going to be engaged. Like, it's taking the guessing workout because I said to that person at the marketing event, I was like, why do you send it to 120 days engaged? And like, we've always just been doing that, so we need to change that mindset to sync. It's not about what always we've been doing, but just allowing the data to tell us what we should be doing. And at the end of the day, that's Going to be your best bet.
[Voiceover]: Beautiful, Justin. Tom, so many great tips in here. Like I think there was at least six like tips that I hadn't heard before which you can take away whether you're using a master's or other platforms. If you're in email CRM, there's so much in there and we've got heard a lot about their masters platform and how you're powering your marketers to make those right decisions for the business. If I could ask you to make one recommendation or tip for e commerce or CRM managers in better understanding and communicating with their customers, what would it be? Justin?
Justin Bausch: I probably would say spend more time in the data and just allow those decisions to change how you think and don't let your brand and your company dictate what you think because it's no coincidence that when we tried to start focusing on branding and everything like that, we went backwards. But when we started allowing the data to tell us pretty much who to target, what to do, my ab testing results use that as the conversation piece because data doesn't lie. So if there's people in your business where they go, oh, we're not going to do that because this is what we do. Let's just say, hey, let's just AB test it to Tom's point, let's just test it on a small sample size and allow the data to speak and have fun with it to say if you're right o coffee, whatever. Like I like to have fun with it if, if people like to kick back as people are resistant to change. So my advice yet start small with those like changes testing on a small subset. If you do you work at those companies that have a lot of pushback and then look to roll it out and speak. Yeah. Let the data speak and put a
[Voiceover]: coffee line in your budget.
Justin Bausch: Correct. Absolutely.
Thomas Harris: Love it.
[Voiceover]: What about you? One tip.
Thomas Harris: Yeah, I mean I think Justin actually delivered, you know, two in one there, which is fantastic.
[Voiceover]: Right.
Thomas Harris: He said look at data and see what that tells you on the customer but then also test and learn. Mine would be actually leaning into that, that latter point which is testing and learning. Right. If you want to get increased customer engagement, try new channels, try experiment with new ways of driving customer engagement. Try a mixture of treatment brand but also try a mixture of programmatic and automated and also bring campaigns in that maybe you're taking inspiration from other areas, not just specifically in retail, but how are other industries looking at driving personalization? There's a real big focus on mps and it's always been around but I see MPS and service and satisfaction becoming much more, more of a marketing metric. And so when you said earlier that that might, that that could put off some, some marketers because it's maybe blend blurring the lines, I actually think that those lines are already blurred. I think that marketing and service goes hand in hand and how people are testing and learning with data to optimize their customer engagement strategy, you're just seeing fantastic results right away as a prime example of this. So yeah, I would say my top tip, test and learn and don't be afraid to try new things things.
[Voiceover]: Beautiful. Well put. All right, wrapping up. I'm going to ask you both to tell us what you're most excited about in your organizations that's coming up over the next 12 months and then how people can get in touch with you if you're open to it. Justin?
Justin Bausch: Yeah, I think my point earlier, what I touched on about incorporating the gyms and the online data, I don't think as many gyms exist where they reward you for working out and offering loyalty points and coffees and all this stuff. So definitely tying that together is definitely very exciting for us and you know, using all the features that amasses provides like the loyalty, the wallet, the pushes and everything like that. So I think that's definitely the most exciting thing for us moving forward. If you want to get in touch with me, you just look me up on LinkedIn, Justin Bausch and send me a friend request. And yeah, I guarantee you our conversations might be about fluff and buzzwords are my thing. I'm pretty, I'm pretty to the point.
[Voiceover]: I love it. Justin, I appreciate, you know, how honest, upfront and helpful you've been today. So thank you for that. Tom.
Thomas Harris: Yeah, so I mean we've got a few things I'm incredibly excited about. The first one is, is our Power to the Marketer festival that's continuing to, to roll across the globe. So we've completed our one in Munich, we've got our ones coming up obviously Australia over here in September. And so I'm looking forward to coming over again and meeting up with more customers. So that's one component and the other one is just our AI infused roadmap and getting to that, you know, that one to one conversational area of focus that we were just discussing a little bit earlier. I'm incredibly excited to see all of the innovation that's coming up in this area because we're thinking differently about how to communicate and drive engagement with customers. So two things there 1 I cheated a little bit.
[Voiceover]: If you need any help in Munich or anywhere like that with the event, just give me a call.
Thomas Harris: Oh, always. You're on speed dial, my friend.
[Voiceover]: Thank you. Best way to get in touch and learn more about the Amassus platform.
Thomas Harris: Yeah, look, LinkedIn always is an easy way to just connect with me. Feel free to shoot me a message but then also, you know, go to the Amarsys website. My contact details are all on there. Yeah, I'm always, just always available to having conversations about how to help businesses grow and yeah, how to push the boundaries when it comes to customer engagement using our technology as well.
[Voiceover]: Lovely. Thank you Tom. Thank you Justin. That was a great chat. So much practical advice in there and exciting. I think for anyone listening to this, thinking about new ways to approach and engage with customers, they're packed full of tips. So thank you both for sharing today. Been a wonderful chat.
Thomas Harris: Thank you Nathan.
Justin Bausch: Thanks Nathan.
[Voiceover]: See, when I told you it was practical, I meant it. What a combo. Someone senior like Justin who is hands on across all parts of the customer journey. Joined by Tom who is seeing best practices from around the globe with an eye on future proofing retail businesses. I really enjoyed that one. Like I said at the start, if you enjoyed today's episode and you want more content like it from other Amastas customers around the globe and industry experts, make sure you sign up to their powerful of the marketer online omnichannel and AI masterclass on the 12th and 13th June. You can get access to those two days packed full of content at Amarsys. M a R-S-Y S.com the link is in the event section at the bottom of the homepage or in our show notes. Also keep an eye out for the Sydney Power to the Marketer event which is happening on the 12th of September. I was at the Melbourne one last year and that's, that's where you heard our conversation with Darren from Total Tools. If you want more like that, make sure you go request a demo from Amarsys or just make friends with them. See if you can get yourself a ticket to this year's in Sydney. Before we go, I want to wrap up with three lessons from our chat. Number one, lead with personalized products. Don't hide that personalized product recommendations on your emails or your websites or don't use them as filler. Lead with them even though they might not be the most exciting thing that you want to talk about. Your customers love them and they convert lead with personalized products. Number two fuel the automated machine. If more than 50% of your emails are manual campaign emails, you're doing it wrong. Make sure you understand the customer journey and add timely, relevant automated emails for customers based on on their journey. And if you have campaigns that do really work, find ways to introduce them into your automation. Number three Leverage AI for long term relationships we heard Justin talk about Amassis AI ability to identify customers who are most likely to purchase next. While that segment might be lower in number, they are hyper relevant. By protecting your audience from irrelevant emails, you will improve deliverability, reduce unsubscribes and really get their attention when you need it. Thanks for joining us today on Add to Cart to listen to all our e commerce conversations now in the hundreds. You can head on over to add to cart.com there. You can also join up to our free private Slack community to to share e commerce ideas, tips and questions with other listeners. You can also subscribe to the Add to Cart weekly newsletter and browse some of the video highlights from our chats. There is a lot there that's add to cart.com au and if I can ask you one thing before you go. If you enjoyed today's episode, make sure you share it with a friend or a colleague who could benefit or leave us a review. It really makes a difference. Thanks again for listening and until next time, keep those customers adding to cartoon.
