eCommerce Impact Podcast
eCommerce Impact Podcast
Email & SMS Automation: How to Drive More Sales and Keep Customers Engaged with Jesse Kay
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Want to boost revenue without increasing ad spend? Jesse Kay from VYBER Media breaks down the most effective email and SMS automation strategies for eCommerce brands.
Learn how to:
- Keep customers engaged with personalized content
- Increase conversions with smart segmentation
- Use SMS strategically without annoying your audience
- Build automations that generate revenue while you sleep
If you're still sending one-size-fits-all emails, this episode will change the way you think about retention marketing.
Timestamps:
[00:00] Intro to Jesse K and VYBER Media
[03:20] Why segmentation is the key to higher email revenue
[08:15] How to create engaging content beyond product promos
[12:30] The right way to scale email frequency without increasing unsubscribes
[18:45] SMS best practices: When and how to use it effectively
[24:10] The most profitable automation flows every brand should have
[30:00] Loyalty programs and micro-influencers: Unlocking hidden revenue
[36:40] The role of founders in email marketing—should they be the face of the brand?
Resources & Links:
Connect with Jesse Kay: VYBER Media
Email Jesse: jesse@vybermedia.com
Follow Jesse K on social media
I know, right? Actually, you are the first Jessie, I think you're the first Jessie I've had on the podcast. So that is awesome. Yeah. Yeah, I'm a, I'm actually a Jessica, but I've been Jessie ever since I can remember. So my, my dad quite liked the fact that the name could be a boy or a girl.
jesse-kay_1_03-03-2025_163641It's a good one.
jessie_1_03-04-2025_103642Yeah. Awesome. So, Jesse, why don't you introduce yourself and tell the audience a little bit about you, your business and, and what you're working on.
jesse-kay_1_03-03-2025_163641Sure. Well, thanks again for having me. At its simplest, I'd say that we're a performance marketing agency that's driven a lot by email and SMS at its core. So we work with a lot of brands, mostly eight and nine figure top line businesses. Primarily E-commerce, some, but some larger ones that have an integrated marketing channel. Outside of that, on their top of the funnel, bringing people in what their paid media situation looks like, their email marketing, their retargeting, their SMS, their influencer and affiliate stuff. And then we do some bolt on stuff too. So we'll work on social strategy or branding work, all of that. But we're driven by email. SMS driving profitable growth. So we do a lot of work in the outdoor space, a lot of work in the fitness space, and then more general e-commerce brands as well.
jessie_1_03-04-2025_103642Awesome. Cool. Okay, so I wanted to dig into this kind of like age old question that I think brands often have of like, we'll talk about automations in a sec'cause they are the how, how you make money while you sleep, right? But what about once we've got people onto our email list, maybe they've bought from us, maybe they haven't. How are we keeping them engaged and entertained every week? How, what's your process for coming up with content that, you know, drives that. That dual purpose of like building a relationship with the customer, making them love the brand, but also driving sales when we need them to.
jesse-kay_1_03-03-2025_163641Yeah, of course. And that's something we talk about a lot with our brands that we work with of you can build an email list, you can scale that thing super high. You can make a ton of money on the front end automation nurture and say that you've retrieved your cac, but it doesn't really matter if the people churn and they're not interested. So I think one of the core things we focus on, and we tell brands all the time, is. It's just as important to nurture them and keep them interested and give them the content they're looking for when they're looking for it, rather than just blast spamming. I think a common issue we see all the time is brands build up this huge base and they literally send every email to the entire base or to a very broad segment, and I think. it's just as important to segment and send the right emails as it is to sprinkle in good educational content and the stuff that they're really looking for, where They're not expecting. to just open an email and be sold every time. Like there's a specific cadence of like, let's educate, let's give value, let's give targeted personalized codes and products that the customer's looking for. So rather than us just selling it to them, we're really serving them with what they're looking for when they're trying to get it.
jessie_1_03-04-2025_103642Yeah. Awesome. Okay, so you touched a little bit there on segmentation. We can dig into that in a little sec, but. Specifically, let's do like a little brainstorm. Say you're working with like a, a, a, a brand selling, you know, athleisure or like, what do you call it, active wear. How are you kind of like coming up with the content plan for that brand? Because, you know, every week we can talk about the leggings, we can talk about the running tops, we can talk about the socks and the brows and whatever. But at a certain point people are gonna get bored by that. So how do you, how do you, how often are you talking to them about sending them content that's not specifically product focused? And how are you coming up with that strategy?
jesse-kay_1_03-03-2025_163641We have this conversation all the time'cause we have a lot of clients that fit that archetype. And it's like you can send the same product seven times, but it doesn't make it any more interesting to the person if they saw it four times in the last month. So the way we look at that, and my general feedback on it is, number one, you could always send your promotional stuff. Like I think if you're having a release or restock or some big customer event, always feel free to send because I think it's relevant, timely, and useful. Outside of that. You can turn that product stuff into, let's use the athleisure thing as a perfect, like let's say that type of brand, there should be at least one to two emails a week going out to people based on what they're clicking that are pushing them to blog focused content or influencer focused content. Talking about the product they bought, like, Hey, you wanna buy this? Here's three things that match, and it's a bundle so you can automatically get that. Or, Hey, we saw you bought this product, but you might not know the best way to wear it or workout you could do with it. Here's one of our partner influencers talking about. Exactly how you can wear this thing and use it to its best use or option C, Hey, we've seen you've been an awesome customer and we appreciate everything you've done, and we want to give you rewards to go refer out, go refer and bring this stuff in. So it's not just like, Hey, I know you really like these leggings last week. We're gonna give you the leggings again this week, but we'll toss a pair of socks in there. It's how can we actually make it valuable? So where you are in the purchase process, you're excited by what you're getting, and it's a very different email, I think for somebody that's. Bought something recently than people who are cold traffic that had just signed up.
jessie_1_03-04-2025_103642Mm-hmm. Interesting. So that's like you've kind of blown my mind a little bit there because I'm like trying to ask you, what should I send to my list every week? And you're saying, well, no. You're saying look at, break your list into different groups of people based on their interest and send them content. So, so how does that look in practice? Say we are, say we're using Klaviyo. So you're creating segments based on like, literally like what products they click on most often?
jesse-kay_1_03-03-2025_163641Yeah. Like a perfect brand. We can actually. Using this, we work with a baseball and softball bat company as an example. This is actually an easy one to give a description on. So somebody comes into the business and the person that wants to buy a slow pitch softball bat for an older guy is very different from the parent trying to buy a, a baseball bat for their son. So they're not gonna want the email up the slow pitch bat, but so all of it segmented and rather than saying, Hey, we're gonna send out seven emails a week to the entire base. An active person's gonna get a good portion of every email because we wanna keep them engaged. They're opening our stuff, they're engaging, they wanna see it, but then all of our stuff is, it's that, that core base. Plus, if we're sending a baseballs focused thing, we'll go down to even the product category. Like, Hey, this person. Bought this brand of bat, they viewed this bat, they should get a retargeting thing because we know that they like this brand, even if there's another baseball bat, because we want it to make sense. So in a Klaviyo Omni send MailChimp, whatever you use, we do it based off of three things. Number one, where are people engaging? So what products have they viewed and what collections are they sitting on? And filtering those people in from a live sort of real time thing. Like have they visited any of those brands in the last 30 days or seven days? And then outside of that, what have they bought? So like, where are they ordering historically? And then number three, what type of content are they interested in? Like, have they opened a message with certain keywords or have they clicked here? And we do that in real time to try and analyze it because otherwise you're gonna get a lot of people who are like, Hey, I'm just here because my daughter plays base, my daughter plays softball, and I'm getting a ton of baseball emails. That doesn't do me any good. And we wanna make sure that people are getting the right content that they're looking for so that they come back.
jessie_1_03-04-2025_103642Mm-hmm. Mm-hmm. So in a system like Klaviyo, you can, those segments could be based literally on your product categories or any product, any, any ways that you've contained your products. So it's just based on like an if. This product has been viewed, or this product category has been viewed X number of times they sit in this segment, therefore they would receive this campaign versus another campaign. At what sort of database size and business size does this level of segmentation make sense? And how do you approach it when a brand is a little bit earlier stage and doesn't have, you know, as high traffic or a high enough, big enough list to make such like nuanced categories? Make sense?
jesse-kay_1_03-03-2025_163641It is funny'cause we it, the perfect combination of this conversation happened earlier today where I went straight from one call with a brand where we're doing a list clean up and segmentation thing that has a million contacts to another brand where they have 3000 contacts and my advice is the same. If you don't set up the proper system at the front, it's gonna be very painful when you're at the million followers. And it doesn't need to be complicated. Like I'm not telling you that, hey, you need to go create 750 models because that's a waste of everybody's time. Like sim, even for the biggest ones, like we're trying to reduce it down to like, let's get 10 core segments and in 10 really good flows and declutter the mess. But my feedback is you want the. Process and systems there, and it really doesn't, it shouldn't take that long and people can do it themselves. They can hire agencies, but if you don't set it up, it becomes very confusing very quick. And if you want to increase lifetime value of these customers, I think the be one of the best channels we've seen to help businesses grow is through email. Like we've helped businesses at a ton of revenue simply off of scaling an email channel, because we can get very, very deep in the weeds on where people are engaging in what they want from us that I think any brand could do without needing to spend a ton of time or money.
jessie_1_03-04-2025_103642Mm-hmm. Mm-hmm. That's amazing. So your approach to campaigns really is like segmented. So say you've got like the seven segments, maybe you're an active wear brand, that c covers different categories of running, so sorry, different categories of activities. So might be gym, sports, running, hiking. Imagine there's seven of those. You then have like a content strategy for each. So like, there's like a weekly email for each of those subsegments. Is that what you're doing?
jesse-kay_1_03-03-2025_163641So typically we'll send one or two emails to the entire base. All every week. So let's get like tactical and use as an example. Let's say there's a hundred thousand subscribers on the broad list. Let's say 40,000 of those are active, like Mo most engaged, they're opening, they're clicking whatever it is, 60,000 that they don't open all the time, but they engage. So you send a hundred thousand once a week, and we do that usually as a combo email. So I like to lead with the broad ones with education and. Just value on the top because I don't wanna sell it to that base. I want them to become active so we can shift them over to a sales base. So we put one broad one that's education into company info. So it's literally influencer video into product releases, into recent sales. And then we'll send, I'd say usually three emails per week to a targeted segment. That follows, like you would say, that collection base. And on each of those also included, are those 30,000 most engaged people because they clearly want to get daily or every other day emails just get kept in the cycle. But that way every core segment is getting hit at least three to four times a week. Our most engaged people are getting hit six times a week and are least engaged. People are at least getting hit once a week and trying to pull them back over to a more warm contact.
jessie_1_03-04-2025_103642Yeah, when you go from a brand that comes into your agency and is doing one email a week to their whole database, and you implement the strategy of where each contact is getting three plus emails a week. Do you see an impact on like unsubscribes? Like I can hear in my head a lot of brands saying, that's too much, that's too annoying. We're gonna lose people off our list. Like, what's your answer to that?
jesse-kay_1_03-03-2025_163641The number one most important thing we deal with is deliverability. Because if you ruin somebody's deliverability, it'll take months to come back and it's a nightmare. So everything we do is under the scope of how are we doing this in the right way to not drive it up. And best practices are if you're on Google Postmaster and you're getting a spam rate above 0.03%, you're going in time timeout for a little bit. And we don't want to send brands to timeout for a little bit. So we do it very slowly and carefully, like somebody doesn't enter our. Active sequence until they've been through a welcome series, they've gone through four. If we're taking over a brand where they're only sending once a week, we're gonna slowly warm them up. We'll go from once a week to twice a week for a month, twice a week to three times, and we'll do it by how the data shows us.'cause if you go from a consumer expecting one email a week to six emails a week, in a week, you're gonna get a hit with spam complaints on subscribes and a lot of deliverability problems, which we don't want to do. So we look at it as like at the top of the funnel, before somebody joins your normal campaigns, they should be getting four to five welcome emails in a nurture sequence just saying, learn about us, welcome, understand the brand, then join the normal campaigns, and if we're taking over an existing one, it's a very similar process of just getting them interested in warming up.
jessie_1_03-04-2025_103642Okay. Interesting. So it's proceed with caution, observe the results, do it slowly and and get, get ultimately to that point where people are open to receiving those emails and like accepting them and opening them. Yeah. Awesome. Okay, cool. So very much a segmented approach to your. To the content, to the creative, sending more educational type content. How do you I'm assuming that brands you work with would already have a content strategy and a blog. If they didn't, how would you be coming up with that kind of value led content? I.
jesse-kay_1_03-03-2025_163641So I think a lot do and a lot don't. And I think there's a real portion of them that I. Have an idea of, Hey, here's our content strategy, here's our brand, but we don't actually have the content to support a daily blog or something that our people can see on an educational piece of content. And our general advice on that is use what you already have. Like you already have an incredible brand, you already have great products, you have influencer partners. Let's just repurpose that content into. Blog stuff, and you can, it could be as simple as going on chat GBT and showing brands like, Hey, you can yank your five bestselling products and say, here's our best stuff. Here's an influencer video. Can we help turn this into blog style content? But I like blogs and educational content and using influencers for two reasons. Number one is you get really good UGC if you're using influencers or other customers where you're getting them using your product where they normally do it. But number two, if you're more simply just wanting to create blogs and good educational content. Our goal is you want the customer to know, like, and trust both you and the product they're buying. It's kind of hard for them to know, like, and trust the product they're buying if they've only ever seen sales ads on it and don't really understand going deep into it and why it's important to them. So going a little further than just the product and more on the entire ecosystem of whatever business it is has been really helpful for a lot of brands.
jessie_1_03-04-2025_103642yeah. What are your views on like. Brands getting the founder to kind of be the voice or the face of the brand if they haven't typically done a lot of that. Do you think it helps a lot when a brand, even an eight figure brand, say suddenly the founder is getting more personal in the email, maybe telling a bit more behind the scenes or a bit of their story? Is that universally a good idea? Does it depend?
jesse-kay_1_03-03-2025_163641I think it depends, but I think generally it does. Our general best practice is like from the data when we see stuff. If a founder is signing off an email or it's a note coming from them, or it's a picture with them or it's a video with them, it crushes compared to normal benchmark stuff because people wanna buy from the same type of thing. People they know, like, and trust. And if they can connect, hey. Viber Media is one thing, but I want to talk to Jesse, or I trust Jesse. It's a little bit different. They get more excited and they feel closer, and they'll email back. We see emails all the time with those messages. So anytime we're working with a founder or a CEO, who at least has a little bit of an interest, and by the way, this doesn't even need to be with emails. We work with a lot of brands where we'll get them to start a podcast, which very similar ties into what we talking about before on education simply for the reason. Of customers starting to understand who they are and what's the operation behind the business so that they, there's a connection there beyond just going on a Shopify site and hitting purchase. They know who they're buying from and the families they're supporting.
jessie_1_03-04-2025_103642Yeah. That's amazing. Yeah. That's a good reminder. Okay, cool. Let's dive into SMS. Tell me more about what you're seeing in SMS, what platforms you're preferring, what kind of strategies are working well for you at the moment?
jesse-kay_1_03-03-2025_163641So I think there's two sides to SMS that I think are no-brainers. Number one. You have to, well, before I even get to the no-brainer side of SMS, I think you need to be so careful on SMS because even more than email, if you don't do a very careful job on making sure you're sending people the right people, the right stuff at the right time, I. You're gonna run into a disaster. Like brands I see a lot, it's like they'll just blast it out and it, I don't wanna get texted four times a week from a brand like that'll, it'll drive me insane. Like it's my text. I don't want to get that. But if you do it intentionally, we've seen tremendous success. So our general recommendation is however segmented you are on email and however careful you are on email, multiply that by about five and then send a text. But I think they can be used two places. Number one. For very timely updates. Like customer was sitting on website and they wanna buy a product and it's out of cart, or they're interested in a product and it hasn't released yet. Using SMS is just a great way to say like, Hey, it's back in stock. Hey, this release is happening. Hey, this, and then number two for automations. We use it all the time, like. For abandoned carts and it flows through the first four emails. A lot of times the final step of the process is, well, we'll convert on an SMS. And I like having SMSs and emails because they can play off of each other. Like we can send an SMS without even a call to action that just says, Hey, did you take a look at your email? Because there was a crazy one time offer in there. And people get curious and they jump over. So I think you gotta use it very slowly and very carefully, but it could have unbelievable outsized returns from our experience.
jessie_1_03-04-2025_103642Yeah. And do you typically see SMS being. Like product drops, sales, like is that primarily the tactic you're using it for or are there other ways that it comes? Comes in useful.
jesse-kay_1_03-03-2025_163641We mostly use it for more time urgent stuff on like a, Hey, new product in new product, restock in case you missed this release. Sometimes we'll use it as a booster, so a lot of times we'll use it on, we do a product to release or we send out an email, somebody engages but they don't convert. 48 hours later we'll follow up with an SMS on the actual campaign being like, Hey, we saw you missed, and if we have an offer to include, we'll include the offer. Otherwise we'll just do it as a booster and a lot of times. Click rates can go through the roof on SMS compared to email, obviously, which is why I think like if we see a one to 3% click rate, sometimes on an email we'll see a eight to 14% on a certain SMS just as a booster because it's a far more efficient and in the inbox type of channel. But again, we're probably sending it at 10% of the frequency that we're sending an email to that same person.
jessie_1_03-04-2025_103642Yeah. Interesting. And so you are creating a rule. Sorry to get so tactical, but I think our
jesse-kay_1_03-03-2025_163641No, this is great. I get very a, d, d, on this too and can talk about it all day, so I'm all
jessie_1_03-04-2025_103642Yeah.
jesse-kay_1_03-03-2025_163641it.
jessie_1_03-04-2025_103642Team. A, D, D. So so would you dive into, so in that case, like say you were using Klaviyo to like deliver the SMS, it would be a case of like, if opened this email but did not yet purchase, they meet that criteria. Send SMS after X number of days. Yeah.
jesse-kay_1_03-03-2025_163641Yeah, like an example of one I, it's funny, before I hopped on, we were scheduling out an SMS for a brand, and the rule was literally, it was one of three things. It was if opened email didn't click, I. Or convert. Option B was a viewed webpage that the campaign was driving to last seven days, but didn't open email, but gets frequent SMSs or number three clicked through, got to cart, didn't go, but they all get diff. They get different messages because I view them as different parts of the customer journey. So if somebody clicked on it and was adding something to cart, I wanna treat them very differently on how I text them versus somebody that once opened it, but then never went anywhere from it.
jessie_1_03-04-2025_103642Yeah. Yeah. Cool. Do you find it's easier to do it in the same platform as you're running the email, or is it just as easy to run it through like a post script or another platform?
jesse-kay_1_03-03-2025_163641I like running it in one place if at all possible. Like we have a lot of brands that use different ones. They'll use a attentive or something else for their SMS and a Klaviyo on to send for their email. I prefer most of the email platforms now also do SMS or some of the bigger integrated channels and I far prefer doing in one platform'cause I think it's just a smoother customer experience and running your. Flows and automations. You can always run it through integrations like most of'em integrate pretty well back and forth. So I don't, I think it's more of a brand choice. I like it for a simplicity standpoint in one place, and I think you get better data, but indifferent.
jessie_1_03-04-2025_103642yeah, yeah. You seem like you're kind of a platform agnostic kind of guy. It's more about the strategy and the tactic
jesse-kay_1_03-03-2025_163641I, yeah, I, I, think some platforms all have, like, don't get me wrong, some platforms do amazing, some aren't as great. I look at it as who has unbelievable customer service that can get us good. Feedback for our clients that we can help with.'cause outside that, there's really cool features that certain ones release, but we want to, if a client's very comfortable on X platform, we're not gonna yank'em off immediately if there's no problem because migrating to be a pain in it could be a huge pain until you have a problem that's worth migrating over. So I'd like to say I'm relatively platform agnostic. We work with almost all of them historically. So I think as long as you follow best practices, you can do it on any of them.
jessie_1_03-04-2025_103642Yeah, sure. And right. So let's dig into automation, the fun stuff, right? Automation of email is a no brainer. It makes us money while we sleep. But what are you doing differently for the brands you work with beyond like the standard flows that everyone kind of should, who listen to my podcast know about by now? What are you, what's your advice around flows and automations?
jesse-kay_1_03-03-2025_163641Well, first off you're totally right and it makes you money when you sleep. And I think a lot of brands don't understand the scale of how big it is as a lever. There was a study, keep mentioning in podcasts'cause it was in insane to me when I read it. But I saw a study that said two from Omnis, who's like Klaviyo, one of the agents or one of the ESPs we use, but on their database. 37% of email revenue was driven from automations, and only 2% of emails were automations. So from 2% of volume, it was responsible for 37% of revenue, which was insane to me.'cause it's such an easy lever to pull that I think a lot of brands don't pull because they don't fully understand how it works. But real, I mean, obviously we have all the traditional flows, the welcome series and the abandoned carts and the. Product abandonments and all of that. But I think the one place that it's really useful that I see a lot of people not use it in is integrating with your loyalty platforms and making sure that it goes a further customer experience beyond just the traditional ones. So if we, whether you use YoPo or smile or whatever rewards platform you use, using it as a good way to say, send a message to somebody and say, Hey, you're 500 points away from converting to the next. Customer reward with an incentive to do so. I think it's a little bit easier for people to understand and it's a no-brainer offer'cause you're already working warm traffic who wants to go convert. So I like using it for all of the traditional flows. And then I really like using it for just when you want to do a reactivation where, hey, you see this audience has been really good for 30 days, but then they stopped opening it. I wonder why. Let's run another. Automation to'em for seven days to see where they're at on top of the traditional top of funnel. Welcome a man, win them back at the end, sunset people, et cetera. But I think every brand, if you don't right now, should pause this, open up whatever platform you use and set up an a bare minimum, a welcome series, a abandoned cart, and a product abandonment. And then you can get far more complicated after that, but I think you'll be absolutely blown away. We had a brand where we added. Half a million dollars in, I think 16. I don't, it was under two years simply on a welcome series. Nothing else that, all the other stuff was far more than that, but a half a million dollars just from their welcome series that they never had, which was the way for us to recoup our acquisition cost on the front of the funnel because we were running paid traffic on Facebook to acquire emails, and we were. Net positive by the time we got out of the welcome series. So everything from there on forward was net profit on earnings because we had paid for the customer. So long story short, I would pause, turn those on and then it can get very complicated.
jessie_1_03-04-2025_103642Yeah. So let's think about the simple flow. What would that example you gave us where they added, was it half a million in revenue? What? What did that welcome series include? I.
jesse-kay_1_03-03-2025_163641I keep it very simple. Number one, welcome. Thank you so much. If you have an offer you want to share, you can. I don't love leading with offers. I think you can, if it's the lead magnet you want to push with. The reason I don't like pushing offers at the top unless you really feel you need to, and it's timely, is I don't, you don't want to denigrate the brand. The first time somebody comes in, because if you're immediately pushing some crazy sale outside of just a welcome, like I think there's a difference between a 10% offer or a free bundle and like, Hey, get half off your first order when you join because the second somebody's joined and bought one thing, they're probably not gonna wanna come back until you give'em a new offer. But at its simplest, we run it. Welcome to the brand at the top. If you have a relevant, applicable offer, throw it in there. Number two, explain who you are. This could be a letter from the founder. This could be some pictures of the team who we are. Number three, perks of why you'd wanna shop here. And by then, you should have decent data. On what they're looking at. You can get a little more thing of like, Hey, we saw you were looking at this. This might be interesting. And then number four, we'll resurface any additional offer. And then you can continue the nurture journey of like, here's some recent content, here's our influencer partners. But I think people get very complicated, and I think at its simplest, you don't need to go more than four or five emails at the top of the funnel and a nurture sequence, and then they're warm enough that you can put them into your normal. Active campaigns where they're still getting one to two emails a week. So I almost look at those emails as a continued welcome sequence with the hope that eventually they're gonna become engaged enough that they move to your more daily or every other day Emails
jessie_1_03-04-2025_103642Yeah. Yeah. Makes sense. Awesome. Cool. Is there anything else that you are kind of seeing work at the moment that you wanna share with the audience? That, you know, just things that, things that are hot right now or changing in the industry?
jesse-kay_1_03-03-2025_163641Yeah, I think like we're seeing a lot of success on two things. Number one, using micro influencers for good joint content, whether that's podcasts. Or just them literally filming, like we have a ton of success with different brands. We'll have an influencer film, a video that we'll post natively on our channel and have them share and we push it onto our email is basically, yeah. And we can do cross the list stuff where it's like, Hey, check out this video from Enter Influencer, and they'll repurpose it too. And it just builds good customer loyalty from our experience. And it can almost build a. Tie in between you and the influencer without there needing to be a long-term thing.'cause if they continue to see content from you guys together for months, it builds good brand loyalty there. And then the other one I think that's a no-brainer, is if you can get your lead magnet down where you know your cost of people that you, your cost per email, whether it's from Google, Facebook, whatever the channel is. Building an efficient welcome series like we just spoke about. In a perfect world, do break even or positive by the time they come outta that funnel. And then the final one is I would recommend tying in some loyalty programs. They're relatively simple to set up and we've seen massive, massive lift in people who are engaged, people who are clicking through, people are coming back to shop because they have an actual value there, and they can get pinged on email about how close they are to their next journey, which is bringing a ton of revenue in for a lot of channels and brands that we work with.
jessie_1_03-04-2025_103642Amazing. Do you see those work more with different like is it more of like a Gen Z, millennial thing, or do you see that work with Gen X and boomers?
jesse-kay_1_03-03-2025_163641We see them work pretty much across the board. I think the way that we frame the reward offers are very different by demo. So I think like the way we pitch it is very different because I think if you're going towards a younger audience, a lot of times we'll lean into like. More digital offers, they can get access to additional content versus some of our older demos. We're trying to tie it and with brands that are fo focused on that, it's a lot more product based and value based when at the younger ages we're trying to give like cool digital access, cool additional guides, like stuff that they want to go digest now. While I think for some of the older demos it's more about value and being able to save and it being a worthwhile spend, but I think rewards channels work across the board and I think just the messaging changes a little bit.
jessie_1_03-04-2025_103642Yeah. Interesting. Cool. I love that. Well, where can we follow you, find out more and keep in touch with you in future.
jesse-kay_1_03-03-2025_163641You can check out. I'm active on pretty much every social channel, so you can just look up Jesse. K-J-E-S-S-E. No, I in mine. And then my last name is KAY. You can see the work we're doing@vibermedia.com, which is A-V-Y-B-E-R. ME dia.com and if anyone here has questions or anything they're looking for support on, even if we're not the right fit, anyone that comes from the show, I'm happy to give feedback on, give a referral out to check it out. So you can email me, jesse@vibemedia.com and I'd love to help however I can.
jessie_1_03-04-2025_103642Amazing. Thank you so much for coming along.
jesse-kay_1_03-03-2025_163641Thanks for having me.
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