Little Talks Transcript 7-3-24
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Brenda
Welcome to another episode of Little Talks. Your weekly dose of marketing news and insights from Littlefield Agency.
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Roop
right away. Are you cracking around the mic? Okay.
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Sam
that was a good one. Was pretty good. Hey. Cheers, buddy. Cheers.
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Roop
And happy early July 4th.
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Sam
It's good thing I've got long arms. Happy early July 4th. It is July 3rd.
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Roop
Wednesday, July 3rd.
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Sam
Wednesday, July 4th, July 3rd. We've got. Oh, yeah. That's the first effort he got me. It is. it's late in the afternoon. Things are winding down. Clients are on, holiday time. We're on holiday time, so we're having a beer. We don't get to do this very often, buddy. We're usually recording in the morning, and you're. And as you said earlier, my attire, looks like I'm going to the lake.
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Sam
Thank you. Root for that reminder.
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Roop
When we got coming here.
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Sam
sometimes they do, but I usually have a plan in place. Anyway, happy 4th of July, independence day. We love our country. America, baby. It's just it's a good, It's a good time. What are you doing for the fourth? Do you got the best frickin seat in the house, man?
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Roop
Go to my seat. My parents, my family in the afternoon, swimming and grilling in the evening. from my porch. Maybe this year from inside the house if it's going to be super hot. but it's on my porch. I can see the river, which is where the city that's all the massive fireworks going on.
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Sam
And for those that are not from Tulsa. So we got the Arkansas River, and that runs right through our city. And it is just an annual opportunity for the best firework show in town.
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Roop
City puts on a really good work on this is sponsored by I wanna say quick.
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Sam
Yeah and quick trip you know. Yeah. Yeah probably. And it's, it's spectacular. Tens of thousands of people attend. And guess what? Route doesn't have to get in. This car route can be having a cocktail. And Rupe is on his front porch chillin. I mean, it maybe the nice thing is. Yeah, that window, if it is really hot, it could be just inside.
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Roop
Yeah. Both ways. And, sometimes we get a little froggy. We go to the. I live in a corner, we go to the corner, but our chairs. No.
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Sam
Yeah. That's perfect. No. Of course. Oh. That's wonderful. Well, tonight we're headed Oklahoma City, and then we actually, she has a friend that's getting married in Vail, Colorado. Some escape in the 102 degree heat. And, Yeah. I'm not trying to rub it in, but I am very excited. So I think the temperatures right now are looking, you know, 70s, low 80s in the evening mornings, high 40s or 50.
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Sam
Oh my gosh. Of course it's going to it is going to be a vibe where we're there very quickly. But we're really excited. So anyway, we wanted to catch you all this week. We're keeping it light. it's funny, we keep it light, and Ruth has two pages worth of content, which is kind of fun to see.
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Sam
but anyway, so we're going to, it was three. Oh, we're going to, we're going to keep this short. Sweet to the point. Ruby's going to lead this. I'll chime in a little bit. I'll try to facilitate as best as I can, but we're going to we have one great topic, Brandon.
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Roop
Brandon, there it is.
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Sam
And that is the absolute. This is Ruby's title, the absolute marketing mess that is Apple male who tell me how you really feel.
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Roop
Jiminy I I'm sure there are evil marketers out there like yeah, you're late to the game. We have no this,
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Sam
This coming. Yeah. This is. No, but it's it's a great reminder what you're walking us through today.
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Roop
Really affected me or any of our clients in a way that it was super noticeable until recently.
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Sam
Can I.
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Roop
List size? And then I started paying a little more attention to it. will, now I read this first paragraph of my intro that.
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Sam
Okay. And you wrote this? Yeah.
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Roop
Go for.
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Roop
Quite a while now with the recent announcement for mail updates, it doesn't look like that's going to improve. So does everyone jump into what what what they've done to to,
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Roop
off?
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Sam
hey. Is and keep it 11 is it isn't holiday mode, man. Happy fourth. Brandon.
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Roop
what are some future updates? A couple of weeks ago, we didn't talk about this, at least some podcast, but Apple had a big announcement. The big shiny thing out of that was Apple. Yep. Integrations with ChatGPT and in the AI world. And finally, a year and a half later, as they usually do, catching up. but there was also a mail announcement that came out of a female email, though, so we wanted.
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Sam
To wonder how hyped people get about that. You know, I guess we marketers. Yeah. Another email. I, of course, is exciting.
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Roop
A lot of marketers.
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Sam
Yeah, no, that's great.
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Roop
But anyhow, you know, what with the things I've done that are changing, email marketing. So that's the first thing I want to talk about is it's called mail privacy protection or in.
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Sam
Another marketing acronym, how Perfect EMP.
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Roop
I don't want to dedicate this one.
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Sam
But I've got it down, man.
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Roop
It's got some issues. and it has to do with, you know, they're coming from the right place, like so many other things in the world, like Google's cookie.
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Sam
Yeah, we've been talking about that for a while.
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Roop
I mean, that caused some, some, disruption in the analytics world, causing guys like Chris that have to track, website activity and, retargeting, things like that. but it's kind of messed up. Well, this is kind of that version for email. What happens in order to protect the privacy of its users and users, being not just on desktop, but think about everyone that uses Mac email on an iPhone.
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Sam
Yeah, literally everybody.
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Roop
50% of the world, give or take 3%. I always get that number. It's a big chance.
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Sam
Okay.
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Roop
So, if you think about that, they're trying to protect us from, spammers and illicit marketers and phishers and people trying to, like, get your information. Every one of them, hiring us for text messaging. Yeah. And you click it, and next thing you know, your bank accounts empty. That's that's what they're trying to protect us from.
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Roop
But to do so implemented a bunch of stuff that causes honest marketers like ourselves to, you know, have a little headache. So one thing that you probably noticed a year or so ago, I think this came out, Apple would allow you to create some bogus emails that you could send. so instead of when you sign up for something, instead of using,
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Roop
Mi.com or iCloud account or whatever.
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Roop
By the way, that is my.
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Sam
That's a that's a bold move, buddy. Get him up for a promo.
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Roop
instead of using that. Instead, you want to use this gibberish email address that we just made up, but they'll still come to you. You'll still get. We're just masking you between you and and the.
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Sam
Yeah.
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Roop
And, Oh, me and I never use that. It just seems crazy to me, but, a lot of people do, and that causes some tracking issues. But I want to step further, though, if you're using something like, say, MailChimp or Costa Contact or HubSpot or.
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Sam
A lot of automation tools, yeah.
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Roop
This isn't limited to any one particular platform. Apple sends all their open rates back as as open. So if you send to a thousand people.
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Sam
A thousand people open it.
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Roop
All and they're all, if I a massive it's like 500 of them are on Apple. You can million 500 doesn't it. Opens from Apple I say no that's not what happens.
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Sam
Yeah. Yeah.
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Roop
So that's a problem that really screws numbers up. When you have inflated opens you have inflated click rates as well. Click to open which is important. So like their screen but it makes the math up. Some people have tried to or some organizations have stopped being. One of them tried to address this like trying to say, well, we're going to, look at historical numbers and do some estimation and come up with a oh, wow.
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Roop
Yeah. Calculate this for you. I can tell you that doesn't work very well. It's not very.
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Sam
Good. So others, you know, quote unquote 50% that opened it really didn't open through statistical, you know, data history, etc.. We're saying that probably, you know, 20% of those are bots and 20% or not. So then now we're at,
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Roop
Yeah, I think we got to that point yet. Yeah, that's the thing they do that for HubSpot when they try to filter at the bottom of a little notes. If you have read over the, the bot filtering says, hey, Apple's traffic, they sent back this. The signals they sent back to us look like bot traffic. the purposely sitting spot blocking traffic.
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Roop
So we report them as bots now. So if you're filtering them out, you're getting zero Apple stuff. If you include them, you're getting every Apple thing to the problem. Yeah.
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Sam
No, absolutely I get.
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Roop
Why they do it. That really caused the problem. One of the thing they kind of hide now is location data.
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Sam
Yeah yeah.
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Roop
Yeah.
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Sam
I'd say that's again, I'm bothered by that. Yeah.
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Roop
It's just they're trying to protect our privacy, but it makes it more difficult for us to market and send good messages out to users and, and report on those things. So, this has been going for quite a while. It's really kind of ramped up, at least in my world here recently. it's not there's not any one person or, or, organization that is better or worse at it.
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Roop
We're all in the same boat.
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Sam
So you've got this with Apple, and then you got something like, in Gmail. I think about when they went to their tabbed system. Right. I've got my, my main inbox, my social tab in my promotional tab. So talk to us about tabs.
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Roop
Or something like underneath the apple. announcement from maybe a month ago now. Right. For I want to make sure I think it was one of the things they announced was coming pretty soon were inbox tab. Yep. Powered by by the way. Okay. for Apple Mail products. So your your iPhone and your desktop, laptops things like that.
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Roop
Well, I have a tab just like, you know. Yeah, a lot of folks are great another way marketers, but another filtering out of our messaging. So now they can say, oh, it's a promotion. So I definitely don't care about promotions getting out of here. Right. Well, it turns out, based on what we know from Google and Gmail, that's actually not true.
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Roop
More than half of consumers attend inboxes. Do check the promotion every day.
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Sam
When you said nearly 75% visit at least once a week, which by the way.
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Roop
Yeah, I.
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Sam
I'm I'm guilty.
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Roop
In my head. I didn't like the segmentation. A lot of marketers didn't. But research says actually it's a good thing. So it's like that.
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Sam
Well and and again like not that we're saying your marketing messaging should be all about deals, but when I go to that promotion tab, seeing what, what's going on, you know, and my primary inbox is, okay, this is stuff that I need to read or not read. so from a psychological standpoint, I totally understand it. Yeah, that was probably.
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Roop
Yeah. And the only reason we bring any of this stuff up today at all about the he.
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Sam
Which, by the way reminds me of OP, you know, I mean, you know, the song has a great it's a great song. Maybe that's what we should start our podcast or end our podcast with Frank. We do the OP afterwards. it's said takes money. Really? Licensing rights? yeah. Thanks for being safe, Brandon. Anyway, back to MPP.
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Roop
Hey, back to you. Apple's implementing these things today, but, you know, the general thought is at some point so will Gmail. So outlook. So Yahoo mail. So do they all.
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Sam
Yeah. I mean Microsoft's users the amount of mail it's and that's been a pain for years.
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Roop
So what do you do when you don't have analytics?
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Sam
that's why I was wondering you get to okay. Lay it on us.
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Roop
Privacy is a huge deal. We get it right. We support user protections like this. but what do you do when you're trying to market? Leverage email with just. No. A very effective medium.
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Sam
It's how I do my job every day.
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Roop
Yeah. Me too. Well, the the consensus has been focus on good subject lines and content that creates actionable results. So clicks on traffic to your website. You're still going to understand and be able to manage and measure. and, you know, it came from an email, even if it's not an Apple or, or whatever. So if you've got some source, you should send for an objective for the email.
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Roop
It's going out. You know, it could be buying something. It could be watching a video leading to a paid measure. Those outcomes, those are the outcomes or the things of the measurement. you know, like we said, keep an eye on on updates when these other, you know, clients like Google, Microsoft, etc., they're likely going to follow suit.
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Roop
Which means just like in the calculus world, we have to start looking at new. Yeah, make those connections new things. You know, kind of in that same spot that cookies were about four years ago, right now, I think some folks are kind of trying out some new things that they think may work, but we don't really know yet.
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Roop
We're still trying. and in the end, this is a, you know, mindset period. always be testing, always be experimentation. It's never been more important than right now where you're you're not able to measure things like open rates and can click through rates. Maybe we've been too dependent on the let me know.
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Sam
About always be testing. I added an acronym. So I look at it now, just just kind of we put some closing thoughts together. I've been sitting here brain, how long we've been going? 15, 13, 15. I've gotten five emails in 15 minutes.
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Roop
I have four.
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Sam
RC4. Okay. Right. So
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Roop
A business person gets 100.
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Sam
Plus 100%. So, you think about that influx, a lot of people in email marketing said, no, it's not. But I think about even even in our own, on our own time group, how much better we as our agency is. We're prospecting new clients. How much more intentional are you on email subject lines? So much more. I remember you used to bang them out as whatever.
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Sam
Oh, just get it out, get it out, get out that now we understand. Like to your point, always be testing. Take that extra time. Take ten minutes. Ten minutes. It's a decent amount of time. It's really not that long. Long time.
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Roop
Audiences know.
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Sam
And do it. I mean, and what do I do in the restaurant and etc.? I'm in my email just. And it drives Tara nuts. But but 100% and the by the way, some of our ladies here are not zero inbox people. Drives me nuts.
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Roop
Here about, eight years ago, maybe eight years ago, that went to her desk to help her with some problem on the computer and her little read, you know?
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Sam
Yeah, it's like 10,000.
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Roop
18,000.
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Sam
That's ridiculous. How do you even sleep?
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Roop
I mean.
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Sam
Yeah, also, if you're a marketer, don't market to her. She might miss your email.
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Roop
Or an email she just didn't like. She left someone. Like, I didn't understand that I was your inbox guy. Yeah.
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Sam
I mean, I've got five and I've got, ten unread and five the I'm I'm really stressed.
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Roop
So yeah, you know.
00:14:44:00 - 00:15:05:02
Sam
We all thanks for for those that are listening this week it is holiday state of mind. We appreciate you, our listeners as always. We love, we love doing this every week and especially on just kind of a chill week like this. But again, this is this is good reminders. Roop and I are looking ahead at kind of our content strategy over the next few weeks as we're officially in July, and we got some great topics ahead.
00:15:05:02 - 00:15:09:18
Sam
So stay tuned. And we got and we and we have a guest coming know.
00:15:09:20 - 00:15:10:17
Roop
Okay, Google.
00:15:10:19 - 00:15:13:19
Sam
What you're going to love. Is it Trent.
00:15:13:21 - 00:15:16:14
Roop
No. Yeah. Trent's are closer.
00:15:16:16 - 00:15:34:16
Sam
Yeah. No no for sure. But I know that one day that you surprised me. All right? You didn't surprise me. That was Chelsea. Yeah. That's right. So happy Independence day. Happy 4th of July. Heavy, wonderful and safe holiday with your family, your friends, loved ones, etc. we will see you when we are back. And Roop, I think that's all we got, buddy.
00:15:34:18 - 00:15:36:18
Sam
Okay, bye bye.
00:15:36:18 - 00:15:49:01
Brenda
And that's a wrap. We hope you've enjoyed our little chat and found ways to grow your own marketing strategies. Remember to subscribe wherever you listen to podcasts and follow us on social media at Littlefield Agency.