The Andzen Approach – Ep 04: Hannah and Ian from Dataships

Jason: Hey guys, it’s Jason from Andzen here. Before we get to this month’s episode, just wanted to pop into your ear canals and remind you to please go to http://andzen.co/podcast. Make sure you register for your episodes along with the free Add to Cart flow that we’ve been offering. Andzen is now also offering a free audit.

Jason: Of your CRM platform. It doesn’t have to be Klaviyo. It can be whatever tool you’re using. Our team will jump into the account, look at your data capture figures, your list engagement, your deliverability, all of your campaigns and flows, and give you a massive amount of insight on what you are doing today and what you could be doing tomorrow.

Jason: So once again, head over to http://andzen.co/podcast. Make sure you register, pick your abandoned cart flow or your audit. And we’ll see you in the episode shortly. Thanks everyone. Hello and welcome to the latest episode of ‘The Andzen Approach’. My name’s Jason. And today I’m joined with by Hannah, the head of partnerships at Dataships and Ian, the head of sales.

Jason: Thank you guys for joining us today. And of course I’ve got Brenden with me as well. As usual, of course. Yeah our founder at Andzen and regular or just old person hanging around out,

Brenden: I’d just take a general interrupter.

Jason: But yeah, thank you for coming along guys.

Brenden: Yeah. Thanks. Thanks very much.

Brenden: Good to have you both on. Hannah, we’ve known each other for a long time. How are you?

Hannah: Very long time. Yeah. Good. Thanks so much for having me on. I’m excited. Thanks for coming up to me in Austin and being like, why are we working together? Why are we working together again? And I was like, I don’t know, do you want to do that again?

Brenden: Jason and I are in Brisbane, Australia, Hannah, you’re in sunny England, Ian, you’re joining us from Dublin, I believe.

Ian: Dublin, Ireland. Yeah. So pretty soft meat.

Brenden: Not for us. It’s 5 PM here. As usual. I have a beer. I have a Guinness here for you, Ian. It’s actually in, you can’t really see it. My number one dad mug that I got for father’s day.

Brenden: Tell us all about Dataships. Tell us tell the audience what it is, how it got started. We of course know all the benefits, which we’re going to get into. But over to you, Ian.

Ian: Yeah, great to see you drinking that, that Guinness. Small bit early for me. I’m just on the single, Irish coffee, which is just one shot of, one shot of James.

Ian: But yeah, as Hannah said, look, Delighted to be on we’ve really enjoyed working with you guys. And I was just the start of the partnership, but hopefully we’ll continue to flourish. But yeah, Dataships were all about growth through compliance. So in essence, we want to use our knowledge of the data privacy laws.

Ian: To our clients advantage to get as many of their customers opting in or effectively opting in, depending on what countries that the customers are purchasing from to significantly increase their lists in Klaviyo. So they can email and SMS market to more customers. And we obviously want to do that in a compliant fashion.

Ian: Dataships is a marketing compliance company. So we’re founded in compliance and that’s what we’re passionate about. We want to take the headache away of navigating these different compliance laws in the world away from the brand and ensure that they’re also maximizing list growth while doing that.

Brenden: Excellent. Excellent. Definitely something we’re going to get into. Compliance is very important. No one wants to get fined more than they’re making. But what we really want to talk about is getting more consent, being able to send more emails, making more money. We’re obviously based here in Australia.

Brenden: We have clients all over, but what’s really interesting for us is our Australian merchants selling globally. And how that impacts them from a compliance perspective in Europe, but also from an opportunistic standpoint for selling into the U S as well. Jason Hanna, I know you’ve got a few clients that we’re chatting to.

Brenden: What are some opportunities with the Australian client?

Jason: Yeah, for sure. So I think, look, if you’re an Australian merchant and you’re looking into the U. S. or into Europe I think where Dataships has really helped us has been automating and demystifying a little bit, right? Some of the complexities that you’re going to have here, In the, in Europe with GDPR, obviously the compliance piece there is so important.

Jason: And the reality is that it is actually, while it covers all of Europe, there are a lot of complexities, right? It’s different in Germany to how it is in Spain, to how it is in Portugal. So there’s a bit of complexity there to consider, but I think probably the big benefit and how I tee up to talk a little bit maybe about it is In the U S in particular, how you guys are able to help merchants on this, or dynamically at a state by state level, get more customers opted in and joining the database.

Hannah: Yeah, for sure. I imagine with the brands that are selling into Australia, like that market has a bit of a ceiling, like it’s saturated pretty quickly. So they’re going to want to expand and then find like more, people to market to most

Brenden: of the successful brands. Yeah. They end up. Spanning up additional international stores.

Brenden: Yes. A lot of our clients.

Hannah: Yeah. And I guess the U S is probably like the first thing on their radar that they want to, access, which is great. If they’re using Dataships, we, cause we dynamically geolocate the customer based on where they’re shopping from the rules in the U S and Canada are far more lenient for collecting email consent.

Hannah: So in the U S. You can rely on no consent required or in Canada. I think it’s implied consent. So we can make it a lot easier for customers to, who are typically, they may be collecting about 50 percent of the contacts that are passing through the checkout. And we can lift that to around like 95, 96%.

Hannah: So they’re getting far more, like they’re getting far more contacts on their list. They can grow, they can do it compliantly. They’re not going to have. You know what it can be like in the U S people are trying to screw over brands. They’re trying to, I don’t know, get lawyers involved, trying to settle, but like we can help them basically make more out of the customers that they’re already, marketing to.

Brenden: Yeah. And that’s what we want to hear. Money. Like how can we make more money? Yeah, exactly. That’s it. Yeah. And for us, yeah. Starterships. Yeah. Getting, check out consent into Klaviyo, more opted in emails and SMS into Klaviyo. For us, Klaviyo partner, elite partner, we are building out marketing automation flows.

Brenden: We’re building out campaigns. We are retention marketing specialists, but we still rely on new customers coming in. So we need. Opted in contacts in order to send these messages out. So for us, this partnership makes a ton of sense. Compliance, more opt in, compounding effect on all the work that we do.

Brenden: Absolute no brainer. Yeah. Let’s just get all of that. Yeah,

Ian: like we we love Shopify. We love Klaviyo and in essence, we’re sitting in between the two. So as the customers come through the Shopify checkout, we’re capturing that first party consent at the checkout where Shopify would typically capture, and then we’re increasing that list growth.

Ian: In Klaviyo. Now we don’t do the actual email sending. That’s what Klaviyo specializes in. They do a fantastic job with it. But yeah, so we’re just increasing the number of customers that you can send through your Klaviyo account. As Hannah touched on there, like the different nuances in the rules ultimately like when a customer is purchasing from a brand, whether they opt in or opt out for email marketing, it’s not the biggest decision in their day.

Ian: What’s really important is that brands make it as easy as possible for the customer to opt in. And if they’re legal is to, to even to be, able to email market to them, these brands have spent enough money driving the potential customers to their website optimizing their website with you guys.

Ian: Make it look good, convert it into a sale. If you can legally market to them, be sure to maximize it. And that’s where we come in. And as Hannah touched on the different nuances it could be as simple as having to opt in where a customer has to actively opt in. In the UK and Ireland and across Europe, you could give the options.

Ian: The customer would have to actively have to opt out. If they left the box unticked, they would be marketable. In, in the States and Canada by purchasing. They’re effectively opting in for email marketing. You just have to present marketing preferences, privacy policy. And then there’s also different kinds of nuances, around SMS capture as well.

Ian: Yeah, it’s crazy as we dove deeper into it. It was only then that we realized how inefficient different platforms were capturing that first party data consent.

Jason: Yeah. And I think that automated dynamic. Piece is that’s the magic here that we’re talking about, right?

Jason: That being able to understand where that customer is and dynamically just change that little block in the checkout where it’s asking for consent. And to know if you’re in this state or in this area to your point, we’ll just display the privacy policy and a statement, letting them know that they’re being opted in as part of making their purchase, which is legally compliant in other areas.

Jason: It will be a checkbox. That’s. Pre checked if it can be, and if it can’t be, then it’s unchecked, but you’re you’re matching all of those experiences and those layers to, yeah, your legal requirement for that shopper. And I think. When you talk about those results, we’ve seen it for our clients firsthand.

Jason: Like we’ve got clients that we’ve worked on where their opt in rate at checkout was in kind of the low 70%, which for most people is pretty average. And a lot of people would say probably not that bad two thirds of the people that are placing an order opting in for marketing, but, Get Dataships involved and we’ve seen those merchants go up to a 90 plus 95 plus percent opt in rate at checkout which You know, it’s very real like we did that one month and we ran a report the following month on The revenue for that and it was like five times the cost of what they’d spent to get Dataships set up and Yeah, straight away.

Jason: That’s in month one. Like you think about that compounding impact of that person being obviously done over time. It’s fantastic.

Hannah: Those customers that like data you’re collecting, like they’re expecting to hear from you. Like they’ve made a purchase. We’re not just like scraping them from the website, like willy nilly, like they’ve made a purchase.

Hannah: They’re an engaged cohort. They’re expecting to hear from you that coupled with the excellent, like Marketing strategy that Andzen is providing for them. They’re going to make a repeat purchase. They’re going to be like the ones that are driving the revenue, like the repeat revenue, and they’re going to be the most loyal customers down the line.

Hannah: Like it’s so crucial that you’re collecting those emails at the checkout at that point. So yeah. That’s how it works. Yeah.

Brenden: And it’s not just like it used to be back in the day where you could import from your CRM, import from your accounting software every single form just automatically import every single checkout consent matters these days, right?

Brenden: And not only is it difficult for a merchant to manage, it’s then compounding difficulty when you’re dealing with multiple regions, but just In and itself, it’s a such a minefield from a compliance perspective, but also what we see with our clients. Huge missed opportunity, right? And if you don’t set it up correctly, you’re not collecting consent correctly.

Brenden: You could run for six months, for a year, for two, three, four, five years, and then realize, think that you’re building your database at profiles, which will be coming into Klaviyo, will be coming through Shopify. And then to realize that only like a portion, a percentage of that is opted in, that you can actually legally.

Brenden: market to them. You can’t go back in time, right? You can. Sure. There are different like opt in tactics, but getting compliance from the get go. It’s very important.

Ian: Yeah, it is. And there’s certain, things that, the GDPR in Europe has changed the CCPA and state in the States has changed.

Ian: And there is, categories of do not do this. And for example, that would be a customer who is unsubscribed. Do not continue to email that customer. That is one on one. All the commissioners across the world do not like that. Go

Brenden: to jail, go directly to jail, you’re not passed

AND_P2856_Andzen Podcast_EP4b_241016: out.

Ian: There is also certain breaches of data privacy that we see that look, they aren’t overly punished.

Ian: Like for example, in the UK, you’re not supposed to use a pre ticked. Box where the customer would have to untick it to opt out. Now we don’t see that overly punished. Typically you’d get a letter from the commissioner saying you’d have a period of time to change as long as you change, there wouldn’t necessarily be a fine or reputational damage.

Ian: But using a pre tick box in the UK, where we have seen that triple brands is when they get acquired. And then the acquirer comes in and go, look, you’ve got a hundred thousand contacts in your CRM here. Can we continue to email market to these where they collected compliantly? And that’s where the short term gain of collecting non compliantly, but increasing the opt in.

Ian: Is, comes completely undone when that happens, and then we’ve had to dive into the CRM and go who was captured through, for example, the newsletter pop up, which would have been compliant, who came through competitions, again, compliant, who came through the checkout, maybe they purchased in the States, it was compliant with a pre dig box.

Ian: And then before you know it, it’s taken a haircut of a CRM of a hundred thousand to maybe 50 or 60, 000. And it’s just not a nice process to go through with your acquirer at the final stages of an acquisition.

Brenden: Yeah. And that your, customer database is a massive asset to your business, right?

Brenden: Sure. It’s a way to make sales day to day, but it is an asset that you’re building that has a value. And you talk about when it comes to, M& A and transaction time. The very last thing you want to do is that asset to be reduced in value.

Ian: Yeah, completely. And like we track really closely with, brands, the value that they have on an email address.

Ian: And depending on their AOV and their market segment, that can vary from literally as low as 1. And we would have some clients that value an email address. Like we have a cosmetic brand that values that are 160. Now they have a really loyal fan base, but they know that once a customer purchases, they’re going to purchase again multiple times.

Ian: They have such a high value on how they nurture those customers over email. So yeah it’s, a, really interesting one to, to track. And I think with the cost of marketing increasing and cookies being less effective email suddenly become trendy again. So was SMS.

Brenden: Speaking of email and SMS being trendy time for our sponsor.

Brenden: Klaviyo powers smarter digital relationships, making it easy for businesses to capture, store, analyze, and predictively use their own data to drive measurable high value outcomes. Klaviyo’s, modern and intuitive SaaS platform enables business users of any skill level. To harness their first party data for more than 350 integrations to send the right message at the right time across email, SMS, and push notifications.

Brenden: Innovative businesses like Frank Green, Koala, Budgie Smuggler, Who Gives a Crap. And more than 146,000 other paying users leverage Klaviyo to acquire, engage, and retain more customers and grow on their own terms. And we’re back. Thank you all. So I just want to plug our our website of registration form zen.co/podcast.

Brenden: Register your details there. We also have a cheeky Zen free add to cart. So if you check the box there we’ll send you some details. We’ll send you over our high converting, high ROI. I make this joke every episode. It’s free. Amazing ROI when it’s free. Infinite ROI. But we’re also going to include a little checkbox.

Brenden: If you want to hear more from Dataships, get a demo, do one of the best things you’ll do for your email database this year. Let’s segue back into maybe pre GDPR, maybe what it was like back when I started doing this almost 20 years ago now, email platform in the UK, which we brought to Australia, we would get clients sending their database on a CD.

Brenden: Yep. Here’s my CD of database of email addresses. Please add that in. Yep. That was a little out of control, waiting for the post to arrive before you got your database of contacts that you’ve been collecting for the last seven years. Definitely permissions there. Jason, I do remember back when we started in Australia as well, getting shady offers of cash to send the emails to our database for customers.

Brenden: And then definitely taking, having to take the moral high road and be like, that’s not going to scale. These days, we have laws in place, GDPR is the big European one I think that’s pressed on to all of the American, the Canadian and certainly set some of the framework for the Australian laws as well.

Brenden: I know there is some new data protection privacy laws coming into Australia soon. But maybe hand over to anyone, but maybe, Jason, what was it like back in the day?

Jason: Yeah. Yeah. I remember, not quite like the floppy disk days. I think I like just, yeah, I just skated past those. Yeah.

Jason: Yeah. But yeah, definitely the CD ROMs. I remember someone like bringing in like hard drives that they were like, I pulled this out of the old laptop. That was in the back storeroom that we used to put things on at the end of the day. They’d like tally up the handwritten email addresses and put it on their Windows 96 computer until it died.

Jason: So yeah, it’s been pretty rough and a lot of the times back then they really were like just a literal list of emails, no names, no nothing typos and all just hit send and pray. But yeah, like you said, yeah, exactly. But yeah, these days, obviously. I think compliance is not just a broader topic within business, but I think clients and, or actual subscribers and every day, the everyday consumer has been really educated around what they should expect from a brand.

Jason: And it’s actually now, I think something that. shoppers look for, right? They look for a brand that shows good compliance and that can portray a sense of trust with data, and that’s where they choose to shop because they’re genuinely concerned about where their data is going to end up. And I think with GDPR again, we were around in the days where GDPR was rolling out and everybody was freaking out.

Jason: And I remember people coming and saying, Oh, our lawyers recommended that we run an opt inny campaign because we didn’t quite have the right compliance. And our database is now only 10 percent of the size that it was before. What have we done wrong? Basically, I think we talked a little bit in the first half about maybe some benefits of North America and how you guys work there.

Jason: But I think if we can pivot a little bit to Europe, talking about GDPR, and that’s just one of the data protection acronyms that float around now when it comes to Europe. What are some of the benefits that a merchant can expect by using a software to automate? This and keep up with what’s happening in Europe.

Hannah: I think it, it like takes the headache off them because the rules differ so much, like country by country. There’s no automated way for them to do it. They could set up maybe like for one country that they’re in, but if they’ve got shoppers coming from all over, like it’s literally not going to work.

Hannah: We’ve had brands who said, actually, no, we’re going to build this ourselves. And then they do come crawling back. Cause they’re like, look, we tried to build it. We put so many dev hours into it, but you know what? It just doesn’t work. We’re going to go with you now. So they do come back eventually. I think something worth mentioning as well is that the, I know Ian touched on are you, leaving the box unchecked?

Hannah: That means you’re opting in like various European countries, but in Germany, they’re actually super strict there. They have the strictest data privacy laws, like in the whole world, you need to double opt in. So you need to opt in On site and then they send you an email and then you need to opt in again there.

Hannah: So that’s a really big opportunity actually, because a lot of brands just then ignore that German customers. They just will say not marketing to Germany at all. And that’s like a huge missed opportunity. Yeah. You’re not going to see that massive list growth that you see in the other countries, but at least you have that segment that you can then market to, and that you’re going to be compliant

Jason: there.

Jason: Yeah, for sure. I think that’s a big the hardest thing, even for us as an agency, when we’re giving advice is like these laws change all the time. And it’s really, difficult to be on top of it. And it’s also really who is subscribing to stay up to date with the Lithuanian version of the data privacy protection compared to the German or Italian what’s happening in Luxembourg today and Like it’s it’s funny to say, like there are all these really niche, small countries in Europe that can set their own laws.

Jason: But at the end of the day it only takes one of these

Brenden: demographic, right? This is, he comes a global business and you have niche businesses selling niche products to a global audience. That means like maybe some of your biggest customer segments are from these European countries. And it’s very important that you get it right.

Jason: So I’m keen to hear, maybe, do you guys have some examples? of some merchants that you’ve worked with as well that have maybe had a bit more confidence to unlock some of those regions as well and see some benefit from a European or GDPR perspective?

Ian: Yeah, so some of the big European brands like the Essence Vault, that do cheap perfume that they were.

Ian: selling into Germany and because of the double opt in and they got a, a complaint early on, they were thinking do we have to use double opt in for all our customers?

AND_P2856_Andzen Podcast_EP4b_241016: Yeah.

Ian: And then the issue with double opt in, it only converts at around 11 to 15%. So of a hundred customers coming through your checkout, you’re only able to email market to 11 or 12 or 13 of them.

Ian: It’s pretty poor. Yeah. A pre tick box will convert it around 50%. 50 out of a hundred. And then if you were to use, let’s say in the UK or Ireland or France, if you were to use soft opt in, that converts typically at around 80 to 85 percent where the customer has to tick the box to opt out or like slightly different nuances, but.

Ian: make a massive impact on the business. And we, took their marketing consent rate from 25 percent to an average of 85 percent and they sell across Europe and also into the States as well. So that, yeah that was a kind of good example. I think on your point Jason, on like capturing email addresses, I actually think.

Ian: Now, even if you could just sell email addresses, I don’t know if there will be a market for it because now it’s all about open rates, click through rates unsubscribe rates. And if, they’re trending the wrong way for you, brands would not purchase more email addresses if that was the case.

Ian: And that’s something that, that we track closely. So for example, if a brand was to do a giveaway of a hamper, this worth 2, 000. And they might get 500 emails off the back of it. And that’s great. The average cost of those email addresses you’re, looking at 4 an email.

Ian: You think pretty good, but you want to track the performance of those emails. And the reality is a lot of people who would enter a competition, they want to win the prize. They don’t win the prize, they unsubscribe. So the actual value on those email addresses is quite low. And then you’d also have, let’s say a newsletter pop up on your website.

Ian: You could offer a 15 percent discount off your first purchase, and that’s really popular. And it’s something that Klaviyo do really well, but it’s an expensive way of acquiring an email address. If your average order value is a hundred dollars, you’re effectively giving up 15 to acquire that email address.

Ian: Now it’s obviously helping with the conversion as well, but we would encourage brands turn that on, turn it off. Increase it, decrease it busy periods or quieter periods in the year. And then with Dataships, for example, we were capturing at the checkout. We will always capture for less than 1 an email.

Ian: We’ll guarantee that. And the quality of those email addresses that you’re capturing, it’s not a newsletter visitor. It’s, someone who’s purchased. They’re invested in the brand. They’re expecting to hear from the brand. And it’s over then to the brand itself to nurture that email. And you touched on it there.

Ian: It’s all about the quality of what’s being sent out the, regularity, how well segmented it is. If I’m a dog owner and I’m getting sent cat food, I’m going to unsubscribe pretty quickly.

Brenden: Yeah. This is, what we do day in day out for clients all around the world. Build these highly personalized regular communication of automated flows to ensure that we get the most lifetime value out of a customer to justify that acquisition cost.

Brenden: But, acquire them cheaply or as cheap as possible, but for us, make sure you get as much consent, as much opt in as possible so that when you engage an agency like Andzen and we build you amazing flows you have the most amount of people flowing through them, right? And let’s not even talk about like we can talk about it.

Brenden: Klaviyo, it’s not a batch and blast platform, right? This is not back in the day. We just upload a massive list and hit send. This is a data platform. It’s not cheap. You, there’s a lot of features in there. There’s a lot of form building. There’s a lot of automation. There’s a lot of segmentation in there.

Brenden: You want to make sure that at least the people that you’re sending to have agreed, have the consent, ticked all the boxes. Your database is valuable.

Ian: Great point. And we, know that we’re increasing list growth and we, track that if a brand is only sending one email or it’s not segmented well, the performance of how that unlocked email is going to, perform on, a repeat purchase site is going to be poor.

Ian: And that’s why we love working with agencies like Anzem because. The quality of the email addresses we’re unlocking is magnified by you guys because you’re nurturing them and then we’re seeing those repeat purchases. And that’s probably an interesting part of mine and Hannah’s job is tracking the repeat purchases in the different segments.

Ian: So talking of pet food, again, pet food is a great performer because once someone purchases their pet likes it, they’ll keep purchasing. Cosmetics is a really good market segment. Apparel is a really good market segment, footwear, whereas the likes of, let’s say, home and garden or toys, they’re a bit more seasonal, the, repeat purchase of, those unlock contacts typically isn’t as strong, but it requires a lot more thinking from the agency side to think how are we going to get these people to purchase again?

Ian: Maybe in six months. Doc

Brenden: we were chatting a little bit before we started this and I’m absolutely shamelessly gonna tee this one up for for all of you here. One, how does the merchant know with Dataships that they’re increasing revenue? They’re increasing the cost and jason, tell me about how difficult it is to install Datasheets.

Jason: I might, yeah I can, kick off maybe and talk about the setup process and then you guys can talk a little bit about the reporting. Yeah, we were joking, like Brennan mentioned, before we got started today. I’ve been around for a while. I’ve installed a lot of apps. Pulled my hair out on multiple occasions, trying to make things work and figure out how they go.

Jason: And I think Hannah, I gave you the feedback, which thank you for passing them to the team, but setting up Dataships was literally the easiest app install experience I’ve probably ever had, even in Shopify, where most of these apps are built to be easy to install. But there won’t be a

Ian: dry eye in the dev room and

Jason: But genuinely like you go, you checks in the mail. Yeah. I added the app and literally step by step, if you’re a merchant, you’re listening to this and you’re thinking, yeah, sure, that sounds great to automate it, but how confident do I feel about handing over a very.

Jason: litigious compliant part of my website to a third party. As you go through the setup process, literally every page will lick you, link you out to documentation. We’ll link you out to the right places to go. We’ll prompt you to, if you’re already logged into Klaviyo or Shopify, it literally is pre linked, take you to the API page where the key is right there and you can go back and paste it in.

Jason: The whole thing was super logical, super seamless. And just gave me even as. a partner where I’m recommending you guys and it’s our reputation on the line when we recommend you to a partner. I just gave me a huge amount of confidence. So yeah, I would encourage if you’re a merchant and you’re thinking about it have a go through the process and you’d be pleasantly surprised the amount of confidence that you get.

Jason: But the reporting side, I think guys would love to hear from you guys as well on how that looks.

Ian: Yeah, I’ll go through that, Hannah, if you’re happy or I’m, living in the dashboards every day. So Hannah does a great job at getting the additional brands and I try and nurture them. But yeah, so in essence, what we do in data shifts is we only will provide audit logs for every customer that comes through the checkout, but we’re not tracking.

Ian: For example, a customer that’s previously opted in for email market, because the brand already has that customer and they’ll repeat purchase. And that’s great. But the cohort that we’re looking to track is. Emails that are new to the Klaviyo account as marketable. And for example, if a brand has 10, 000 orders in a given month and their pre opt in rate is 60 percent and we increase it to 90%, we’ve increased that list growth by 3000.

Ian: Now there may be previous subscribers within that 3000 will exclude those maybe news that are pop ups et cetera. So let’s say we’re down to 2000 that we’ve added in a month. We were then tracking that cohort in Klaviyo and we’re seeing how many repeat purchases come from that cohort. We track it really closely for one month, for four months, and then we map it out for 12 months.

Ian: And as that accumulates, typically, if it was 2000 unlocked after a month, you’d expect to see. Okay. 24, 000 unlocked over 12 months. And then the return customer rate is the percentage of the unlock contacts that come back and purchase again. That’s the key metric, of the unlock contacts.

Brenden: Yeah, man, you just, you don’t have to take out word for it, right?

Brenden: Like you can see the notes.

Ian: Yeah. Yeah. And like we, would obviously there’s a small bit of apprehension from time to time, which is totally fine. And, we can actually send the the profiles of the people who have come in, purchased, were non marketable, are now marketable and have come back and purchased again.

Ian: So that that’s usually the final one that gets it over the line, but Yeah, like we’re fully transparent. Our numbers are very much reliant on Shopify and Klaviyo as long as we’re leaning on them. I think people people are more trustworthy of us.

Brenden: Amazing. What I really want to know, Hannah what do you do with your time when you work for a company where the product just sells itself?

Brenden: You just go on holidays all the time, you kick back. You always have your two week holidays.

Hannah: I have to spend that time

Ian: in

AND_P2856_Andzen Podcast_EP4b_241016: the

Hannah: clinic. No, I deserve that. You did,

AND_P2856_Andzen Podcast_EP4b_241016: absolutely.

Hannah: So I, my like main responsibility right now is like building out the agency partner program. Which Andzen, the lovely Andzen is part of but it’s my job to nurture the agency relationships.

Hannah: It’s my job to educate you on the platform, which I’ve obviously done a great job. Just blow my own trumpet there. And just basically help you help your clients like get the most out of our platform. There is like training that needs to be done. You obviously need to understand it. If you’re going to be selling it.

Hannah: Like to your clients. So we need to make sure that there’s like a high level of education there. But anything to do with like things like this, co marketing as well, events where we’ve met in person as well, Brendan. But yeah, I’m kept very busy cause there’s loads of good partners in this network and we just want to get more reach and get in front of more of them.

Hannah: So we can help basically help their clients with their list growth.

Brenden: Amazing. If you are an agency don’t bother with that. Yeah, it doesn’t, really work that well. No, but all honestly, it’s a fantastic product. The team is fantastic. It’s like a part of our core my tech stack now that we recommend.

Brenden: For the greater good, definitely check out Dataships, whether you’re a merchant or if you’re an agency partner. Ian, Hannah, thank you very much. It’s been lovely. We’ve learned a lot. Hopefully the audience has learned a bunch. Any final thoughts?

Ian: No, great to be on. Really enjoyed it.

Ian: Didn’t feel like work being on a chat.

Brenden: Very good. All right, we’ll wrap it up there. Thanks everybody again. And zen. co forward slash podcast. Register your details. We’ll send you a bunch of free shit. But otherwise you can find the Apple podcast, Spotify, and also YouTube. We’re recording this in video. Don’t miss out on looking at our lovely faces check it out.

Brenden: Thanks again. See you all next time.

Jason: Thanks everyone.

Brenden: Howdy, it’s Brendan here. Just jumping in again before you head off. Another reminder, jump on over to http://andzen.co/podcast, put your details in, we’ll send you all the information about the episodes where you can subscribe, you can watch. All of the good stuff.

Brenden: Another reminder, free Add to Cart Klaviyo Flow, fantastic built by Andzen. And also that audit that Jason mentioned at the beginning. Fantastic. Get yourself around it. Jump on http://andzen.co/podcast. See you on the next one.

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