Ramin: That’s brilliant. And that’s a great example of not relying on the product side but the content, which so many e-commerce businesses are doing: generating content constantly.
Sina: Tell me about it. The content gets consumed on Instagram. Okay, it’s great. You get some free marketing from your organic reach.
Hopefully, it’s better than 1%, but probably not. So people consume the content. It could be great. It could be. Regardless, they’re going to keep scrolling cause it’s an infinite feed. And two seconds later, they’re going to completely forget about you no matter how good it is. Cause there are another million other people vying for their attention.
So that’s just the reality of it. It’s like if you have a store and you’re just sending all this traffic into the mall. If there are a hundred other stores in the mall, too, what’s the point of driving traffic to the mall? You have to get traffic to your store.
In this case, the analogy is with the mobile app, you own the entire mall, and now you own all the content. So when they scroll down two seconds later, they’re not going to forget about you because guess what – there’s more content from you.
You are providing content, staying top of mind, staying relevant, and doing it all in your app, which is a little piece of real estate on somebody’s phone, and more likely than not, they are going to opt into push notifications.
We have over a 50% push notification opt-in rate. And they have the app installed. It’s a free marketing channel, and it’s a very powerful one. I don’t know if it’s going to be free forever, the push notifications, but they’re free now. And I’m sure everyone will get grandfathered into them, but don’t look at it as like that’s going to happen forever because they are incredibly powerful. Merchants want a button to push, to be able to create revenue for them, whether it costs $700 or $7 or it’s SMS or email or whatever they want.
And the limitations with emails are that it’s all going into somebody’s promotions tab. It could get read one day later or one week later or not read at all. So it’s really hard to generate a sense of urgency and a sense of scarcity with your message. So the two emails that this would apply to the most are back-in-stock notifications and abandoned cart notifications.
Modern merchants think, okay, I set up my Klaviyo, I got an agency to set up these flows for I’m on. Well, yeah, maybe for email, but are you doing it for SMS? No. Okay. Let’s include SMS in that. It’s real-time, but there are some limitations: it’s not on brand. It’s a six-digit code. It’s like a green text message bubble app.
Users don’t love those bubbles. Ultimately it’s a six-digit code representing a brand. And in the end, it leads you back to the website, which doesn’t convert as well either. It does have some limitations. Facebook messenger is another owned marketing channel. Even though Facebook owns it, you have Facebook messenger subscribers.
They opt into it. They don’t just follow; they’re opting in to receive actual messaging from you on a consistent basis. So it’s a little bit of a different way of looking at it, but the ownership of the audience is the key. That’s the number one thing that brands have to think about is how do I continue to grow this audience?
It’s like a piece of property that you continue to grow and nurture. A lot of brands think that they’re too small for an app. No brand is ever too small for an email list. To start your email list, hopefully, you started to grow that before you even launched your website or your brand.
Everyone knows the value in that. And now people should start thinking about push notifications that way, too. Now it’s not as easy to email it as a property to manage, but it does seem like the Shopify store in real-time. We have account managers to make it easy.
So if there’s no brand that is too small for an email list, there’s no brand that is too small for a push.