High Impact Email Marketing Strategies for Manufacturers

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SUMMARY KEYWORDS

Email marketing, B2B email, retention framework, segmentation, deliverability, plain text emails, customer engagement, value-added content, acquisition strategy, niching down, business strategy, customer behavior, email design, customer retention, email effectiveness.

SPEAKERS

Kyler Nixon, Curt Anderson, Damon Pistulka

 

Damon Pistulka  00:01

All right, everyone, it is Friday, and you know what that means? It is time for stop being the best kept secret, and we’re going to be talking about high impact email marketing strategies for manufacturers today. I am your co host, Damon Pistulka, like the little blue thing down there says that pretty gentleman right over there is Kurt Anderson. We’re going to have some fun today with our guest, Kyler Nixon. Kurt, take it away, my friend. Let’s get rolling.

 

Curt Anderson  00:29

Let’s do it, dude. Are you recovering? Are you doing okay today? Do you need a hug?

 

Damon Pistulka  00:33

I am better. I’m able to process the fact that we didn’t go the World Series. Now, let’s just

 

Curt Anderson  00:41

put it down. Okay, you’re a piece. You’re finally accepted. You had a really good season. No, I didn’t say anything about being

 

00:47

empty. I can process the

 

Curt Anderson  00:49

difference between acceptance and peace. Is that or denial, right? Just in denial. So alright, guys, let’s dive in. Happy Friday. Welcome to stop being a best kept secret. This is such an honor and privilege, and we have a young guy on here who’s just on fire. We got a little birthday weekend going. Kyler Nixon, how are you dude? Hey

 

Kyler Nixon  01:10

guys, how’s it going? Man? I’m like, loving the energy. Like, this is I knew that was going to be the case, but I didn’t think we were going to come out. So I’m glad I’m here for it 100

 

Curt Anderson  01:18

Oh man, we’re coming out swinging, man. So yeah, now, hey, there happens to be a little birthday, Mr. Graham Nixon, by the way. So who’s Graham Nixon? What’s going

 

Kyler Nixon  01:26

on here with my son, my kiddo, so I became a dad a year ago, just under a year ago, I guess you know, he’s born on October 27 so nice. First birthday coming up this this Monday, which is crazy. So it’s just been a blast. It’s a huge reason why I transitioned into the role that I’m in now. And we can get into that if you want. Kurt, of course, but yeah, it’s been, it’s been fun. And he, of course, doesn’t know. I mean, it’s just another day for him, but for Mom and Dad, it’s been been a lot of fun. Just reflecting on the last year

 

Curt Anderson  01:55

that well, you know what? Before we went live, I said, You know what? This the first couple of birthdays are not about your kid. It’s all about you anyway. So hey, yeah, what you want? Because, trust me, the rest of them are gonna be all about him, right? These first two, because they’ll be all about Yeah, congratulations to you and your wife. What a wonderful, spectacular weekend. Now, as we talk about Graham turning one, I’m going to turn the clock back a little bit, not quite when you were one, but let’s start here. Kyler, sure, when you were a little guy growing up, and I believe you’re, you’re, are you Nebraskan? Do I have that correct?

 

Kyler Nixon  02:24

Yeah, yeah. I grew up in Omaha, in the Omaha area. I’m technically on the Iowa side, but it gets kind of because nobody knows anyone, and nobody knows any places in Iowa. So I just say Omaha, hey, technically in Iowan, but I claim Omaha

 

Curt Anderson  02:36

college roommates on the other side of the state from Dubuque. So I know, I know. Yeah, all right. Man, so Midwest guy, when you were growing up, okay, when you were growing up, who was your hero? Who did you look up to? Who did you admire? Who just showered you with unconditional love? Who’s your Gosh?

 

Kyler Nixon  02:55

Kurt? You got to send these questions in advance so I can get my emotions out before I come on here. Yeah, it was my grandpa, for sure. And I can look, I can look back now and say, my my dad, especially in this season of life like this, as I’ve become a dad, like, I’ve appreciated him even more. But growing up, it was like, anytime I could go spend with my grandpa, it was like, that was awesome. You know, he’s proficient. He worked for a power company in in Iowa, and so he’s climbing, you know, power poles out front. And he’s just like, you know, he’s doing stuff in the dirt. And just was like, as a little kid, it was like, this is about as good as it gets, right? And I couldn’t do anything wrong. I never got in trouble. So it was like, even better if I could go to grandma and grandpa’s house and hang out with Grandpa for a little bit like, that was, that was a dream, for sure. So yeah, my grandpa was definitely the the guy look up looked up to as a kid, for

 

Curt Anderson  03:43

sure. Awesome. Great answer. What? What’s grandpa’s name, please.

 

Kyler Nixon  03:47

His name was Carl. He passed away when I was in high school. Carl Nixon, and yeah, just kind of a little bit of a bigger than life kind of, kind of character. And then, especially as I’ve gotten older, and I’ve experienced milestones, like he, you know, he wasn’t at my wedding. That was hard. He wasn’t my son born. It wasn’t here to see me graduate from college. Like all those things kind of enhance his image in my mind, because he just becomes bigger and bigger as time goes on. But yeah, Carl Nixon, just Yeah, great, great grandpa. He’s an awesome, awesome grandpa, for sure.

 

Curt Anderson  04:17

Great answer. Big shout out to Carl Nixon, and you know, the thing is, his legacy is still with you, and he’s and he was with you at the wedding, so looking down on you, just beaming with pride. So awesome. Thank you for sharing that. So let’s dive in. So you’re Midwest guy, but you decide to go to college in Phoenix. I’m going to dive in there, and then we want to pave the path, because guys stick around. We’re this is going to be a masterclass on email marketing. Damon, I’ve been looking forward to this for months. Kyle and I connected. I’m looking forward

 

Kyler Nixon  04:47

to that guest coming on. Who’s gonna give the master class on email marketing as well? Yeah, we’ll let you guys on. Do you want me to jump off or? Yeah?

 

Curt Anderson  05:00

Hard. You can see how modest he is. But kind of, listen, alright, so get out of high school, go away to college. It’s kind of like, let’s get, let’s get started on, like, how you pave the career. Talk about Grand Canyon. Let’s go

 

Kyler Nixon  05:10

there. Yeah, yeah. I went to when I went to college in I was going to play basketball. Was that was my plan to play in college. Blew out my knee twice heading into my once heading into my senior year, the other time on the middle of my senior year, and I was like, I can’t, I can’t do this anymore. And so started to just sort of look like, where somewhere warm and where somewhere not here, like that was kind of my two criteria. And found GCU, I had a classmate that was going to Grand Canyon, and they actually, I think they still do it, but at the time, they would fly you down, like they would actually pay for your ticket to come on campus and tour even as a regular student, which is kind of incredible when you when you think about it, fell in love with it. Just absolutely loved the school, private Christian school, checked a lot of boxes for me, and called my mom in Phoenix, and I said, Mom, I think I’m going to school here. And she cried, you know? And she was like, I didn’t, I didn’t know that this was how this is. I thought you’re just going to get a nice weekend trip out of this, you know? And so, yeah, I decided to go to Grand Canyon University, and didn’t totally know what I wanted to do. I kind of had, have always had a knack for business, and really appreciated the kind of entrepreneurial journey a little bit. I wouldn’t necessarily call myself entrepreneurial, but I definitely have some of those traits that I would say are entrepreneurial. And so my degree at the time was business and sports management, with an emphasis in design. So I think the realm that I was most attracted to was sports information. So I really liked the Sports Information direction route where, you know, you’re interviewing players and you’re putting other stats, and there’s math, and there’s, you know, there’s, it’s creative, and all these other kinds of things. And so that was my thought, was, maybe I’ll go work for a university and can still be in the sports world. Can, you know, merge the business, design, creative kind of thing together. And I remember my freshman year, I had an economics professor, and I was going into her class, and I was like, you know, hey, like, can you help me with this test, and I want to make sure I’m prepared. And she was like, You are. You’re fine. Like, you’re prepared. Like, this is not a hard test. And then she just kind of pivoted the conversation. Said, What are you doing here? Like, what’s your plan? Like, and again, I’ve been in school three weeks. Like, I didn’t know what I was doing, and I said, Well, this is what I think I want to do. And she said, Don’t do that. Like, focus on business, you know, lean into the creative if you want to. But get out of school as quickly as you can. You know, I can tell that you’re you don’t need to be here. Like, just go. Move on. And do something else. And so I dropped one of my degree programs and focused on business management. I had enough credits coming in that I was going to be able to graduate in about two and a half years. And I did that. So I just leaned in, and instead of taking a four year, I just kind of condensed everything into about two and a half and had a great experience doing it. So leaned into business and really tried to kind of learn and understand everything about business management that I could, and Grand Canyon, subsequently, was one of the best places that I could have done that around some incredible businesses based out of Phoenix and Scottsdale. So Jerry Colangelo, College of Business. And if you know Jerry Colangelo, he’s the president of USA Basketball, responsible for the, you know, bringing the Diamondbacks to Phoenix, and I think a part owner of the Suns for a bit. And so I just had a master class in, like, business and enterprise business and small business and servant leadership and all these other things that, like you want when you go to college. Like, I had that experience. And so, yeah, I’ll stop there. But that was kind of how I ended up getting into into business management as a potential career path,

 

Curt Anderson  08:21

awesome. Damon, you juiced, or what? Man,

 

Damon Pistulka  08:24

yeah, yeah. I mean, that was great advice, you know, that the professor gave you at the time, because, you know, at those At those times, there are really pivotal moments, right? Because if you wouldn’t have, you would have been going to school, you know, a couple years longer, a lot of other things happen, and that all makes a difference down the road. But yeah,

 

Curt Anderson  08:48

cool story. Yeah, this is a great I told you this to me. All right, guys, so you’re just joining us. We’re here with Kyler Nixon. Do yourself a favor. Connect with Kyler on LinkedIn. He’s, he’s doing amazing work. We’re going to dive into that in a minute, Kyler, so you, you did some really cool things coming out of college, just kind of give it to your overview, and then we’re going to dive into our masterclass. And unfortunately, the other person that was going to give the masterclass, they called in six

 

Kyler Nixon  09:12

or okay, they emailed me the notes, though, so I’ll just go okay, so you got to cover, yeah, yeah. So I, when I was down there, I actually got a job at a church. So I was working in communications for a mega church, one of the top, kind of 25 largest churches in the country, which functions like a business very much, and they had 190 people on staff. And, I mean, it was not a small operation, right? And so I worked in communication. So I was doing websites and, you know, social media and email marketing and kind of event graphics and all that other kind of stuff. And you don’t make any money, you know, working at a church. And so I picked up some side projects for other businesses, other churches. And I’ll kind of skip all skip ahead. But that led to me opening my first agency, leaving the church world and and focusing on basically what I would just call marketing and marketing design. So we did. A bunch of websites, and we did a lot of creative work, but we also blended that with with marketing. Did that for six or seven years, started getting a little bit bored. Was kind of feeling the itch to do something different. Met a guy at church during turn and greet your neighbor, and he said, Hey, I own a B to B E commerce company. And I said, you know, I run a marketing agency. And he said, Okay, great. Nice to meet you. And then we turned back around, and about three weeks later he called me, and he said, Hey, I got your number from our pastor. Can you do some consulting for us? And I’m like, I don’t know the first thing about B to B marketing. And I don’t know the first thing about B to B E commerce. I’ve been on the consumer side, and I’ve been in the education space, and even more niche than that, I’ve been in the mom, parenting and baby brand space, like I don’t know anything about, I don’t know anything about, like, suppliers, like, like, industrial supplies, like, Damon, you mentioned O rings, like, before we, like, even know what that was, you know. And so I told him that. He said, Yeah, that’s all right, you know, we want your your perspective. And so they brought me on as a consultant. And he said, Hey, can, can I hire you? And I said, no, like, Absolutely not. Like, I work 20 feet from my bedroom of unlimited earning potential. Like, yeah, team that works for me, I have, like, employees that are counting on me. And he said, All right, well, you know, let me know if that changes. And sure enough, I had to let an employee go for poor behavior. I had someone else decided that they wanted to work in person. This is kind of coming out of covid. And so I said, You know what, let’s, let’s do this. Let’s take the leap of faith here and try something new. And so joined that team as a B to B distributor, as a chief revenue officer. So I was over marketing, sales, product and service. And I joke, I think I told you this Kurt, but like, when I walked in on my first day, they’re like, hey, we need to make this change to the ERP. And I was like, what’s that word you’re saying? I’m like, what does that mean? Like, what do we say? ERP, so it wasn’t just, you know, you kind of, if you join a new company, it’s, you’re really like, learning a lot, you know, you’re drinking from a fire hose I got, I got taken to the middle of the ocean, and dropped in the middle of the ocean, and it was like, Okay, let us know when you can swim back. And about six months later, I finally made it back to shore, where I was like, finally understanding what you know, what things were, and how to understand the whole ecosystem, and interviewed hundreds of clients to try to understand their their view. So ultimately, got where I needed to go, but that was a crazy transition that I absolutely didn’t expect to have to go through. What

 

Curt Anderson  12:16

a great analogy I got the ocean. Just took a few months to get back. Yeah. So, alright, so great experience, and what that company really kind of helped propel you to back to entrepreneurship,

 

Kyler Nixon  12:27

right? Yeah, yeah, I think so. I mean, again, like getting a new experience on the world, working for a company that was different than my own, not being the boss. I mean, that was a new experience, like where I’m now reporting to our CEO and owner, pros and cons to that, right? Of course, I didn’t shoulder all the stress and the weight of the business. I got a paycheck every month, which was a new experience for me. I had health care. Wow, that’s awesome. Health insurance. That’s, that’s great. But then it was also like, Man, I wish we could do this. And it was just, I’m not in charge, you know? And so ultimately, that became a little bit of a challenge at at times. But yeah, it got me just so much experience around leadership and management and business strategy and just all the things that kind of come with real world working in a business as an executive like I’m so incredibly grateful for that experience at gemblers, because it just it really gave me a skill set that I didn’t have, and it also sharpened some of the skills that I did have. And so when my son was born in October of this last year, again, he’s coming up on a year old, I was like, You know what? I think it might be time for me to transition out of this role. Been here for a few years, feel like it’s in a good spot. I’ve accomplished some things professionally that I’m really proud of. Feel like I’m leaving the business in a good spot. And personally, I just couldn’t see like being away from home for 10 to 12 hours a day, and when my son is like growing up. So ultimately, left that role in December of last year. So coming up on a year of leaving that that role, which is also another crazy anniversary to think about, and decided to go back back on my own. Well, absolutely

 

Curt Anderson  13:58

love it. So company that you founded, forward studios. So just enlighten everybody who and what is forward studios. How are you making the world a better place?

 

Kyler Nixon  14:07

Yeah, great question. So when I went on my own, I was planning on doing consulting, so I want to give that backstory, I was like, I’m not gonna, I’m not gonna have an employee. I don’t want to, I don’t want to hire anyone. I don’t want to be I want to be by myself. I want to be left alone, and I want to just do consulting. Well, what ends up happening is you start to connect with people. And I was talking to CEOs, and I was talking to marketing leaders and folks in distribution and in B to B, E commerce, and they were all kind of saying the same thing, unprompted, which was, nobody’s doing email marketing, like nobody’s doing email marketing. We’re not doing email marketing, or if we are, we’re not doing it very well. And I was like, surely, this isn’t a trend in B to B. I mean, email marketing has been around for, yeah, years, like D to C does it incredibly well. There’s so many agencies on the DTC side, but it kept coming up. I mean, Kurt, it was like, it was like, 50 times 60 times 70 times constant. And so around that same time, I had a. Do you reach out? And he said, Hey, what’s going on BBB commerce? Is anyone doing anything with email? And I was like, funny that you ask, like, No, nobody’s doing anything with with email. And so ultimately, to answer your question, we started Ford studios because we saw a huge gap. Like, we feel like email is an incredibly powerful channel for distributors, for manufacturers. It’s wildly underutilized, and if done correctly in some of the ways that we’ll get into in a little bit, it’s an incredibly profitable and incredibly incremental revenue driving channel for these brands, and we’re seeing that with our clients. And I know a lot of folks who are doing email well are seeing that as well. So ultimately, for us, it was opportunity on the business side to say we can charge for this. It’s a service that we’re really good at. But then also, we believe we can drive real value. Like this isn’t just like smoke and mirrors and like what it’s kind of well, hopefully this works, and try to throw things to the wall. It’s like we know what we’re doing. We can help, and it’s wildly underutilized. So let’s lean in and try to make it

 

Curt Anderson  15:54

happen absolutely so we’ve got a friend here. Happy Friday to everybody. So Happy Friday you Diane, our dear friend. So guys drop us a note. Let us know you’re out there. If you have any questions regarding email. This is a place to do it. Kyler, if you don’t mind, I’m going to grab your website for everybody. Yeah, make sure that real quick. Yep,

 

Kyler Nixon  16:14

yep. It’s a go. Forward studios.com we couldn’t get the just straight up forward studios domain it’s locked down someone in like, the UK had it, they didn’t respond to my email. So if anyone knows who owns that

 

Curt Anderson  16:28

domain, email to that person don’t Yeah, or maybe a postcard. So yeah, all right, let’s dive in here. So again, guys connect with Kyler on LinkedIn, stop at go forward studios.com, and so when somebody lands here, Kylie, let’s just talk a little bit about your process, how you guys work. Let’s go

 

Kyler Nixon  16:46

there. Yeah, yeah, sure. So first and foremost, we are specifically working with distributors and what I would call direct sales manufacturers. And there’s a couple of reasons for that, and you guys can ask me whatever questions about that you want, but ultimately, email marketing for manufacturers that sell through like manufacturers, reps or through distribution, and they don’t have any direct sales channel themselves, is a very different process on the email side, right? It’s much more relational. It’s way more informative. It’s just simply, how do you kind of stay front of mind, and how do we keep you up to date with what’s going on? The reason we focus on distribution and direct sales manufacturing is because we can actually drive the needle. We can send an email and it gets revenue, right? Yeah. And so first of all, like, I just want to say that upfront. Second is, when we get on a discovery call with a client, we want to understand what they’re doing today. And so most of the folks that we talked to are sitting on a large list. They have 50,000 100,000 300,000 past customers that maybe they check the box or left it checked at the point of checkout that, yeah, you can send me marketing messages. And I say, Well, are you sending marketing messages? And they say, No, or Yeah, we send one newsletter a month, right? And so that is kind of where we feel like we can, can really thrive as folks who feel like they’re really under leveraging email as as a channel. And so when we jump in with clients, we we start with retention. We believe that’s just the the best option. It’s the best low hanging fruit for these folks. And so we lean into our retention frameworks. Again, I can get into this a little bit more in the weeds, but kind of the magic of what we do is in segmentation and in content. So we do segmenting very differently. Actually, just did a webinar on this yesterday. We don’t segment by demographic, we don’t segment by status, and we don’t segment by engagement. What we segment by is intent. So we segment customers based on if they’re inside their buying window or if they’re outside of their buying window. And most distributors will make the mistake of thinking, if I send this email, I can convince someone to buy. It doesn’t work in B to B, right? Like you don’t buy unless you have a product that you need, right? Yeah. And so we don’t want to try to convince someone to buy. We also don’t want to try to treat verticals the same way, right? Because you could have the same job title and the same vertical, and one person’s ready to buy today and the other person isn’t ready to buy, right? So instead, we focus on customers who are inside their buying window and customers who are outside of their buying window. We do that dynamically using email marketing software and all that fun stuff. It’s not not that complicated, but ultimately, inside the buying window, customers get sales messages. They’re ready to buy. They’re at the point of checkout. We can tell based on their behavior, they’re visiting the site a lot. They’re requesting quotes, they’re abandoning their cart. They’re visiting specific pages on the site. We send them products and we send them promos. I’m putting my foot on the gas and I’m trying to get that person to buy. The other group is customers outside of their buying window. And all I’m doing there is nurturing. I’m adding value, and I’m looking for indicators that they’re getting ready to buy, right? And so that’s kind of as simple as as I can make is we start with retention, we we do our segmenting, and then the second piece that we really lean into, that I think is different than what most people expect, is our content is incredibly simple. Most people over complicate. Email. The average email that we send is under 50 words total. And we don’t do designs like we don’t design emails because we just find that plain boring email works. Works really, really well. So that’s kind of the secret sauce of the one two punch for for working on retention with distributors.

 

Curt Anderson  20:19

Wow, keeping it super simple, yeah,

 

Damon Pistulka  20:22

yeah, I love that. I love I’m gonna get,

 

Kyler Nixon  20:24

I’m gonna, I’m gonna be out of business when somebody realizes how simple this is. I mean, my partner’s gonna watch this and be like, what do you do? But yeah, I mean, it’s not, it’s not that complicated. But unfortunately, most folks have taken a page out of the DTC playbook, and they think we just need to do that and adopt it for our for our customers, and it’s a completely different approach. It’s completely different buyer for a completely different purpose. And so that’s where we just say, hey, well, how do we reach business buyers? And these are the two ways that we believe we can do that.

 

Damon Pistulka  20:54

Yeah, that’s, I love how you’re doing that with the like you said, someone inside the buying window, you know, it’s time to give them options to buy and and put the as you said, put the foot on the pedal and put on the gas, yeah, and then just nurture the other ones. Because, like, if you were going to do it by demographic, you have no idea whether they’re ready to buy or not, and what you really need to send

 

Kyler Nixon  21:16

them 100% well. And I’ll give an example. We saw at gemplus. We sold to golf courses. And so any golf course in the country, you name it, we sold to them right in some capacity or the other. If you have someone who is in Florida, they’re probably buying in November, December, January. They’re getting their all their course ready. They’re, you know, they’re always in season. Someone here in Wisconsin is probably not buying for their golf course until February, March, April. Both of them are in the same vertical golf courses. They have the same job title golf course superintendent, and they’re probably buying the same product, right? If I treat those folks the same and I segment by demographic, I’m missing one person, and I’m probably also missing the other because I’m trying to guess when timing occurs, and this, that model that I just mentioned, of inside and outside the buying window just ignores that. Like, it’s just, we don’t worry about the demographic as much you can, you could, you could subset that if you want to. But ultimately, we found that you don’t need to focus on vertical you need to focus on timing.

 

Curt Anderson  22:18

Yeah, I’m just, I’m like, You know what? It’s too bad that guy called in sick and you had to cover, you

 

Kyler Nixon  22:26

know, can you imagine? Oh, my goodness, I break the internet if that guy was on here.

 

22:30

Yeah, probably would.

 

Curt Anderson  22:32

Well, no, this is absolutely phenomenal. So let’s take another step further. How about let’s go here. I don’t know if this I’m I might throw a curve ball at you. Okay, say the manufacturer or B to B distributor out there that, you know, what you kind of described it in the beginning, but like, it’s just been sitting on the sidelines. Yeah, I don’t like email. I don’t like when people hit my email box, you know, emails old school, you know, like, when you get any pushback, are there any myths that you want to dispel? Or like, you know, what do you say that person that’s kind of like, you know, emails, you know, from years ago. Like, what are your thoughts there?

 

Kyler Nixon  23:07

Yeah, well, I mean, first of all, every study shows that that’s false. So I can just go look at any marketing study, any McKinsey study out there, and it still shows that email is far and away, the most effective, the most effective channel. Second is, I would say, I actually agree, if email is done through blasting products in people’s face, highly designed looks like consumer trying to get them to buy annoying, invasive fill in the blank with any other term that folks will associate with, traditional kind of DTC style email marketing. I agree that’s not what we do, right? Like I mentioned, we’re sending timely emails that are helpful, and we’re also not blasting people with products, and we’re also not heavily designing those emails. And so I guess again, that’s sort of how I would answer it. Is one the studies and research show that that’s not true, right? Like, email is still a very effective channel. And the person who would have said that to me, I would have said, Did you check your email today? And they would have said, so it’s like, I mean, what are we talking about? But, but again, too. Like, I agree if, if, functionally, we’re going to just spam people and just try to only care about what we care about, then yeah, I agree. That’s not that effective of a channel,

 

Curt Anderson  24:20

right? Okay, so how about let’s go here. Damon, did you have something?

 

Damon Pistulka  24:25

No, I’m just listening, because I love this. I love that. Because you you, the difference you brought up is I’ve been in both B to C and B to C, B to B before, right? And, you know, on B to C, it’s a distinct kind of email you get. And there’s some brands that I just keep getting them because you want to see what they do. And and the B to B, I love your plane approach, because we don’t, you know, we’re not a consumer sitting at home trying to find something, you know, that we love, that’s our hobby, or something like that. And B to B, we’re trying to find solutions, yes, or products that solve a specific. Problem that we’re in the middle of trying to fit. Yeah,

 

Kyler Nixon  25:03

Kurt click that first case study right there at the top. So I mean this again, is like, people kind of laugh when I say this, or it’s anytime I’m talking, especially to an executive that’s been in the game for a minute. They’re like, Well, do you guys, will you guys design our emails? And my answer is, we can. We can do that for you. No problem. However, you don’t need to design them. They can be effective by being simple. This is an industrial supplier between 10 and $25, million in revenue, and we sent a 22 word email that generated almost $11,000 it’s like $500 a word. My math is great. I wasn’t graded but, but I’m just saying like this is not abnormal. Like, and I’ll share this case study, and people will push back and say, well, that’s abnormal. And I’ll say, Okay, let me show you another 29 word email that generated $8,000 or, you know, whatever. Like, yeah, ultimately, the average word count in our emails is less than 50. Like, it’s less than 50 words because we don’t need to add all this fluff to the business buyer. They know what they want. They know what they need. They know the products that they have to buy. My job is not to convince them. My job is not to highlight all the features and all the bells and whistles, especially not an email. Maybe the product listing page can do some of that heavy lifting, but in email, my job is to stay front of mind, build a relationship, be helpful and reinforce the differentiators of my brand. That’s pretty much it

 

Curt Anderson  26:21

all right, Kyler, I’m going to take a deeper dive here. We’re coming to the top of the hour. So if you’re, if you’re just joining us, we’re here with Kyler Nixon, man, we’re just

 

Kyler Nixon  26:29

like, stand in guests for the

 

Damon Pistulka  26:34

Diane said, this is a great, great call for you. Kyler, it was, did you check your email? Yes, I live in my email. And I think most B to B people do, dude, multiple times in a day,

 

Curt Anderson  26:45

100% Absolutely. So let’s dive into the good compared to the not so good, right? Would you play? So alright, this is phenomenal. Give us an overview, like, what curious minds would like to know. I just got, I just got an email says, like, Hey, can you ask Kyler what was in the 22 words, like, a snapshot of, like, the 50 words or less, what is, you know, because a lot of people think, like, Oh, my goodness, like, I get an email from my chamber of commerce, or, like, you know, from different organizations or trade, you know, man, it’s like, I’m like, I just don’t have 30 the next 30 minutes to read this. How, what’s a snapshot that you’re putting in a 22 word email?

 

Kyler Nixon  27:22

Yeah, yeah. Great question. So my partner, who does all of our execution and is our copywriter, would answer this better than I would say I should have been more prepared having that pulled up, but we really focus on a few buckets. So one is product categories. So within that email, what that might sound like is, we’ll use our O ring example. Let’s say that’s a hot item, or it’s a top product category that you want to keep want to keep front of mind. It literally might say, hey, Damon, we have O rings in stock orders placed before 4pm we’ll ship today. Click here to get them. Sign the CEO like, that’s literally all it is. So again, we’re highlighting a product. We’re highlighting a differentiator, like we have a client right now that from pick to ship is six minutes when you place your order that’s on a truck in six minutes, well, they’re not selling anything that’s that sexy or that crazy, but if I can tell that buyer, hey, you place this order right now, and in six minutes you’re going to get shipping confirmation. Like, that’s a pretty great pitch for me, right? Or, hey, free shipping. All orders, ship free, or orders over $100 ship free, or whatever that threshold is for your business. So product category emails do really well for us and for our customers. Kind of would lump those into like recommendations. And the thing that’s funny there is, we’ll see some emails. Let’s say we send an email about O rings, and let’s say they also sell bearings, like, let’s say they sell those. You know, those you know, those are two of their products they sell. We sent the email about O rings and bearings did really well today. It’s like, Well, why didn’t they buy the O rings that I sent? Because, again, it’s not about getting them to buy something that they weren’t planning on buying. It’s about staying front of mind. Because what happens they click that email or they’re like, Oh yeah, I do need some product today. And then they go back out to the website and buy. We see a big lifts in SEO. We see lifts in direct traffic simply because, because of that. So product recommendations do well. Value does really well. So education authority, we have a client right now that has over 500 blogs on their site that they have been writing since over the last like 13 or 14 years. They sell fire protection supplies. So you can imagine how confusing fire code is, and it changes, and what happens in this building isn’t applicable in this building. So they wrote 500 blogs that essentially just decode the fire protection system and fire code in the United States. Well, those are great. That’s great fodder for email, right? Someone’s outside their buying window, I can send them. Hey, here’s a blog about how to make sure your valves pass inspection, or here’s a great way to understand if your alarms are out of date or whatever. I’m not an expert on fire protection, but those are all value. They’re all nurture, they’re all education, they’re all authority, right? I’m not pushing product. I’m just helping that person be better at their job. So again, product recommendations, value promos is another one that can do. Well, we like to use that very sparingly. We have a client right now. They’re going to run the first promo they’ve run since we’ve been working with them, during the month of November, and it’s actually a gift with purchase. It’s not a discount. So you can kind of get creative with your promos. Differentiators are another category. Like I said, ships in six minutes, free shipping. You get certification documents. You get individual packing slips, or whatever, whatever the differentiator is for you and your brand. And then the last one is influence or testimonials. Those ones don’t perform well from a revenue standpoint, but they help kind of everything else. I sort of them as the buoy to all of our other types of email content, rising

 

Curt Anderson  30:44

tides. I love like, no design promos, no bloated copy, absolutely. Yeah. And if you don’t mind, I want to take a peek at and how about this one here? Yeah,

 

Kyler Nixon  30:54

yes, good one. So, like I mentioned, I don’t know, 20 minutes ago now, a lot of times when distributors call us and I say, Hey, do you have a list? They say, Yeah, of course. You know, we’ve been selling for 30 years. We’ve been selling for 40 years. So this customer right here had a list of 60,000 customers. They had never emailed them. They were all sitting in MailChimp. They had never engaged that list, and they were all recent. They’re all within the last two to three years, like buyers within the last two to three years. So I’m looking at a list of 60,000 customers. They are customers. They purchased from them, they’ve spent money. And I’m like, y’all aren’t emailing them like, I can, we can do that, right? The problem there is, most folks would take that list, load it up into Klaviyo or HubSpot, or whatever tool they use and start sending that’s going to tank your deliverability. Like we can get into the technical side of that if you want to, but ultimately, we want to land in the inbox. We don’t want to land in spam, and if we can help it, we don’t want to land in the promotions folder, right either. And so what we did is we had to be very careful with that list, otherwise we would have tanked their deliverability. So over the course of about 45 days. Keep me honest here Kurt, if you see something on here that the timing is different, but I think it was about 45 days. We took all 60,000 of those customers. We cleaned up the list, so we got all the folks out that were bouncing, and we loaded up into our our warming system and a campaign that we had, and it didn’t just warm the list, it actually drove real serious incremental revenue for that brand over the course of 45 to 60 days.

 

Curt Anderson  32:26

So you know what, Kyle, let’s go there for a minute. We don’t have, we don’t do a super deep dive. But if folks are like, you know, dude, like, why didn’t you just blast the whole 60,000 just give them, like, a quick one on one or overview on when you say, like, you warmed up the list or you didn’t, you know, and kudos to because what I’m hearing is best practices. Just give people a quick overview of what they don’t want to do and why you did it the correct way. Just

 

Kyler Nixon  32:51

mute me if I start getting too confusing, but I’ll try to keep this as simple as I can. But in simple, simple terms, you want your email to land in the inbox. Everyone sort of functionally understands that if you send an email, it might be the best email in the world, but if it hits spam, that person’s never going to see it, it’s going to get deleted, and you just wasted waste your time. So we want emails to land in the inbox. So the question is, how do we do that? What prevents Gmail, Outlook, any of these other types of mail inbox providers from putting us in the spam folder. How do we avoid that? And so if you send an email to all 5060, 100,000 people on your list at one time, Gmail, the servers are saying, Why is this domain sending us so many emails at once? I don’t even know who these folks are. I don’t recognize them in my system. This has got to be spam. Like, that’s about as simple as I can can translate. There’s obviously a bunch of technical stuff happening on the back end that I’m not that smart about. So ultimately, what we want to do is we want to do the opposite. We want to say, Hey, let me send a little at a time. And we want Gmail to know, hey, we’re not spam, we’re legit. And there’s some technical things you can do on your domain, your DKIM and your you know other things to add to your domain, to build trust and let Google know that you’re legit, but you want to send in small batches, and you want to try to drive engagement. So one of the things we did in this email, the first email that we send, it had no links in it. It had no buttons in it. The only thing that we did is we actually asked the customer to reply to the email. We said, hey, we’d love it. We’d love to hear from you. Can you just reply? Hi? Can you just let us know your business name and just make sure that you’re getting this email that actually generated over 500 replies. Well, what does that reply do you guys? Is it? It tells the inbox? Oh, if, if the recipient is replying to it. This must be a trustworthy email, so I’m gonna highlight it and I’m gonna allow others to receive the same email. So again, that’s about as simple as as I can make it, but you warm up your list by sending a little bit at a time, trying to teach the inbox and show the inbox that you’re trustworthy. And there’s a few ways that that you can do that

 

Curt Anderson  34:57

that was That was perfect. Mean, you this is like music to your ears, anything that you want to add, or anything you want to chime in. I mean, that’s it.

 

Damon Pistulka  35:07

A lot of people will do, as you said, we got 60,000 emails. Let’s start blasting on MailChimp, something like that, because it’ll let you do it and not even knowing that the deliverability. And you know, you can get your domain blacklisted if you’re not doing it right and right. So many things to do with this and and it changes every single year, every single update to how they’re doing that and helping to prevent spam. Yeah, you have to be better and better at letting letting the services know that we are not spam.

 

Kyler Nixon  35:39

Yeah. Well, and going back to what we’ve been talking about on the content side, that’s the another reason why I love not designing emails, because there’s no graphics, there’s no images, there’s not a bunch of HTML sitting in that inbox. All it is is text and maybe a link, maybe a couple links, depending on the email that we’re sending, because deliverability is it for us. It was a one time project for this specific client. However, we’ve been working with them for five or six months now. We continue to monitor deliverability. We continue to make sure that we’re not over sending, that we’re being smart about our content. So deliverability is an ongoing thing, and it’s everyone’s responsibility who is sending emails out. And again, I love that we don’t design emails because it actually helps deliverability a lot. I could probably update this. Yeah, it says it on here. We went from zero to 52 which is out of 100 deliverability score within one month. And by the end of the second month, it was at 74 well, that what we weren’t doing anything profound. All we were doing was just sending simple emails to small batches and encouraging them to engage, open and reply.

 

Curt Anderson  36:39

Very cool. Absolutely love it. And so again, thank you guys for joining us out there today. If you’re here, you’re out there, drop us a note, let us know you’re here. If you have any questions whatsoever, we do have substitute teacher today, right? Kyle, but if you have any questions regarding email, we have the master class himself, Kyler Nixon, here, and we’re just diving deep here. Great overview. And so Kyler, correct me if I’m wrong. You know, for our friends out there that might only have like, 500 emails, 1000 1500 and they’re just starting out, it all works the same. However, kind of the takeaways you’re giving like good practices, what, what to do, what not to do? Is there anything else that you want to share of what not to do? For our friends out there that are thinking about kicking off their email strategy, anything? Email strategy.

 

Kyler Nixon  37:23

Anything that comes to mind? Yeah, I let me move actually, over to the acquisition side for just a second. So we’ve largely been talking about retention and kind of your day in, day out management of your email marketing program, right? So if you missed it, we talked about segmentation. We talked about putting customers inside or outside of the buying window, right? That’s largely a retention activity on the acquisition side, I see a couple of mistakes here, but one mistake that I see a lot like I audited over 100 distributor websites, and over 90 of 90 people made the same mistake. They bury a little join our newsletter in their footer. I don’t have that much of a problem with it. However, I joined the newsletter. I gave you my email address, and I didn’t hear from 90 of them. Oh, 90 Yeah. Didn’t hear a word, right? That means they’re lit. They’re just not even following up at all. Right? So I would say, in general, missing a welcome sequence, missing pop up, missing an opt in. That’s a huge mistake that I see on the acquisition side, because one of the the negatives of of retention and email, you know, somebody told me this early on in my career, but you can’t retain your way to growth. So I think that’s important to understand that, like, at some point, especially in B to B, you can’t launch new enough products, you can’t reach, you know, grow LTV, enough that you’re going to continue to grow right, especially not in any meaningful way. So you need acquisition and you need to be able to capture leads that are visiting your site, especially if you’re if you’re spending money on ads or on catalog or on SEO and so again, the first kind of big mistake that I see on the acquisition side is not not even capturing those leads. The second mistake that I see is enticing leads. So maybe they do it correctly, meaning they have a way for folks to join the email list, but they build their list on the back of promos and discounts. So what ends up happening when you do that is, you train your is that a hallelujah? I grew up Pentecostal Damon, so you gotta, like, Give me.

 

Damon Pistulka  39:23

We’re giving you an amen. Gather Amen. This is like, this is like that. The the thing that drives me absolutely bat crazy when I see people just throw out the discounts, man, throw them out. We give you 20% off. We’re gonna give you 40% off, you know, because that is a losing strategy all the way. Yeah, have you wait until the best deals come out? Then

 

Kyler Nixon  39:49

Do you guys ever, have you ever shopped at Hobby Lobby? Oh, yeah, yes. I’ll ignore any, whatever, however people feel about Hobby Lobby. But yeah, Hobby Lobby has a pricing strategy where every if. You don’t know this here, you’re welcome. Send your savings to Madison, Wisconsin. I’m glad to cash them for you. Every other week, Hobby Lobby rotates every other basically, every other section, every other aisle, whatever you want to call it, discounting it by 50% so if you have a piece of art, if you have a basket, if you have something in the store, for the most part, that you want, and it’s not on sale today. Just come back next week and it’ll be 50% off. Most people know that, like most people understand that if you do that in B to B, meaning you’re constantly discounting, and you say, oh, sales are down, and we got to run a promo, well, you’re just training your audience to only buy when there’s a discount. I only buy from Hobby Lobby when it’s 50% off. I only, my wife only buys from Hobby Lobby when it’s 50% off. Yeah. Same thing on that list is, if you buy, if you if you build your list on the back of discounts, you’re training people to to expect discounts. The other thing that I don’t like about it, if you ignore that for a second, is you’re attracting people to the list who need a discount. A lot of business buyers don’t need discounts, like they’re not price sensitive. They’re not really worried about how much they’re spending, because it’s not their money, right? Or they have huge budgets where they’re like, 2% here, 3% is none of that’s really going to make that much of a difference. So if your email list is only full of people who were on there because they want a discount, or they need a discount, the only thing you can do to move the needle with those folks is offer a discount, right? So it’s a negative 1212, punch. So we have customers that will do value add, opt ins, so you don’t have to discount. You could do a gift with purchase. That’s a really popular you know, B to B tactic. U line does that tremendously well. So offer something free when they spend over a certain dollar amount. You could do free shipping. That’s another one. We have had some success with offering free downloads still in this space, tool finders part finders tips for doing your job better. Mini courses, access to training, like all those things. Build your list based on value and on relationship and not based on discount.

 

Curt Anderson  42:00

Drop the mic my friend, man, I’ll tell you for not being prepared and just being our substitute today that was in the room. So all right, let’s go back up to the top. So All right, guys, we’re Hey Damon, we got a comment here from our dear friend Diane.

 

Damon Pistulka  42:18

Yeah, yeah. Diane, thanks for dropping this in here. Dad. Dad always says, time is money. Give me an email that gets to the point and take seconds to read and move on. And you are helping me tremendously. That is the way I love your the way you guys are doing it. He said, most of them are 50 words or less, or they are 50 words or less. No fancy graphics. Just get people right to what they need and B to B. That’s what people need to do.

 

Kyler Nixon  42:44

100% I’m trying to find I’m gonna look super quick. Don’t want to take too much time doing this. But I posted, I think, last week. Oh, here it is. We had a client that had 29 it was a 29 word email. I’ll drop it in chat here. Kurt, you don’t have to pull it up if you don’t want to, but that’s an example of what those emails. Oh, did I share that correctly? Yeah, that’s an example of what those emails look like, right? It’s the first line was eight words. The second line was seven. I can’t share because we have an NDA with that client, but it was, you know, eight words on the third line, six words, and then three product links, right? That was it. It’s plain text. There’s no design. I think we put the logo at the top, and that’s pretty much it. And then what you don’t see in this screenshot is it’s actually signed by the CEO. So that was another thing we haven’t really even gotten into on this conversation, is probably half of our emails are sent from the brand, so from ABC supplier, Acme supply, or whatever the brand is, or they’re sent from the CEO. So you know, Damon at Acme supply.com and we’ve found both of those work really, really well, and it’s kind of a unique way to show up in the inbox.

 

Curt Anderson  43:50

Nice, phenomenal, absolute, phenomenal. So alright, guys, kyler’s LinkedIn is right there for you. Please connect with Kyler on LinkedIn again. I’ll come back to this tab. We’ve got his website right here. So go forward. Studios.com and so for anybody out there that is looking for email expertise, again, just in a few recaps, you know, short, sweet value, sense of urgency is a big thing that might take away. And just, you know, and being I think one of the biggest takeaways I have is like that, consciously, intentionally thinking about what your customer needs today, and then just dropping it in their inbox, you know, and just and just like, hey, if you don’t need this, no harm, no foul, we’ll move on. I’ll catch you next time,

 

Kyler Nixon  44:35

right? 100% and again, the beauty of the segment is the customer based on their behavior, is self selecting how much they want to hear from us, how few they want to hear from us, and what type of content they want. I’m not guessing, and I’m not manually pulling those segments every time we send. I’m just selecting the segments that the message is the most appropriate for, and the customers that are most near their point of purchase, they’re inside the buying window. I’m gonna hit them a little bit harder. Going to get more emails from me, but that should be okay, because, again, their behavior suggests that they’re ready to buy, and we want to be front of mind, and we shouldn’t be bothering them. Customers who aren’t engaging with us are going to be further kind of down that list. We still want to stay in touch with them, but it’s going to be once a week, you know, a couple times a month, like that type of thing, rather than bombarding them with sales messages,

 

Curt Anderson  45:22

drop the mic. Yeah, absolutely. Drop

 

Kyler Nixon  45:24

them. I’m auditioning for a full time role, so I hope you can put in a good word, absolutely.

 

Curt Anderson  45:31

So hey, and how about give a shout out to your podcast. You got a wonderful Yeah, yeah.

 

Kyler Nixon  45:37

So the show’s called darn good distributors, and we highlight distribution executives and marketing leaders that are doing really cool stuff in distribution. We’ve primarily focused on what I would call, like, smaller or mid market distributors. And really the heart behind that was I worked for one I found that space to be incredibly lonely and isolating. Anything where I was like, how do you do this? Or when I was trying to swim back to shore from the ocean, like, how do I navigate this? And there was just no information out there. I didn’t know who was doing it. I didn’t know who was doing it well. And so the heart behind the show was really to say, hey, that brand is doing some really cool stuff. How can we get a little bit of a peek behind the curtain so that everyone sort of feels championed, and people don’t feel feel so alone? So watch a new episode every Tuesday. We’ve got some really good ones coming up, some incredible distributors, and we’ve, I think we’ve released maybe eight or nine episodes so far, and it’s just been a ton of fun to be able to connect with those folks. Very cool. Alright,

 

Curt Anderson  46:31

Kyler, I’ve got two last questions for you. Anything else people can find you on LinkedIn, website, anywhere else that you want to share, anything else you have going on? Those

 

Kyler Nixon  46:39

are the two, two primary areas. I post on LinkedIn pretty much every day, and I’m on there quite a lot. So if there’s any place to connect with me, always down to chat, and my DMs are open, I turned on open profile on LinkedIn. So far, that’s been fine, like I haven’t had any, like much spam messaging. But say all that to say, even if we’re not connected, you can always message me on on LinkedIn and then our website. If you want to talk about how we might be able to help drive retention. You can go to go forward studios.com, and then click the button to book a link with

 

Curt Anderson  47:06

1. Phenomenal. Alright, two last questions for you. My friend Kyler, now that you are just a booming young entrepreneur, best business advice that you’ve ever received or that you would love to pass along to future entrepreneurs?

 

Kyler Nixon  47:20

Yeah, that’s a good one. Business advice, you know? I I started, I started my business, my first business in my dorm, right? And so when you do that, there’s kind of two paths. You can either sort of figure it out and just learn through failure, which is a noble path, or you can find people who are ahead of you and are smarter than you and know what they’re doing. And I did that like, that was, I was like, I’m can’t, I don’t want to fail. Like, I just, I’m not wired that way, like I it’s one of the reasons I don’t like baseball, is I like, can’t. I was good at baseball. Don’t like it. Didn’t, couldn’t handle getting out seven times out of 10, right? It’s like, that’s just not, not my vibe. So that’s what I did, is I found folks that were ahead of me in the game and really tried to just look at what they were doing, to try to ask them questions and try to lean on them. So that would be one thing, but I would say, like, right now, the thing that has served us well, and I would actually give the same advice back to distributors and distribution leaders and even manufacturers. I think niching down and narrowing your focus is incredibly powerful, and people are scared to do it, but, you know, it’s like, what’s corny saying, but niches in the riches, or riches in the niches, right? It’s like, there’s a reason that’s the case. Like our our niche is very narrow. We could easily say, Oh, we’re going to do B to B email marketing for any B to B Company. Well, we don’t do that because I want to be the best in the world at this little area, and I think that advice has served me well. I’m also not a very smart guy, so to be able to, like, navigate all the different verticals, like, I can’t handle that, and I wish more distributors and more manufacturers would understand that, like, cut the fat, cut the things that aren’t actually serving you, and be really good. Go really deep within a specific vertical, within a specific niche. So that would probably be like, number one advice is just really focus and narrowing your

 

Curt Anderson  49:05

business. Music to my ears, my friend, riches are in the niches. I absolutely love that line. We talk about that all the time. So brilliant, brilliant advice. Last question for you, my friend, are you ready? Are you sitting down? You ready?

 

Kyler Nixon  49:18

Yeah, I’m sitting down. I think I had to check

 

Curt Anderson  49:23

you’re not, not a big baseball fan, right? Yeah, baseball fan. Okay, so let me just throw you a pure hypothetical. Damon the other day, let’s just say, let’s say that the cubs are playing the dreaded when you grew up. Who’s your favorite team? I know you’re you’re College.

 

Kyler Nixon  49:40

I’m like, two hours from Kansas two, two hours from Kansas City. And Kansas City was dreadful when I was growing up, like,

 

Curt Anderson  49:45

hey, but 2000 that was probably my team, right? Was it 15? They won the

 

Kyler Nixon  49:49

World Team? Yeah, that was a fun year. I was, I was there leading up to the playoffs. Me and a me and a buddy went in October of that year, or no, maybe September leading up to the playoffs. And that was crazy. That was, that was a fun environment. Minute, but yeah, I grew up in Omaha, so near Kansas City was like, so I’d have to say the Royals, maybe the Cardinals, you know, because it was, like, kind of

 

Curt Anderson  50:07

close enough, right, right? Yeah. Alright, so let’s say Royals are playing the dreaded Yeah. I think if you’re Royals fan, you hate the Yankees, so like they’re playing the dreaded Yankees, right? Yeah. And, you know, it’s a bottom of the ninth. It’s tight score, and the guy on second base, yep, okay. Tie score, playing the Yankees. Tie score, okay, you get it right? Yeah, the manager turns on the bench and says, there’s two outs. Says, Hey, Nixon, grab your helmet, grab your bat, get up to the plate. Yeah, and hit in the winning run. Yeah, on your when you grab your bat, yeah, draw on your helmet. You’re walking to the plate. Yeah. What’s your walk up song?

 

Kyler Nixon  50:44

Well, first of all, I think in that scenario, I’m the guy on second. I already got on base, already did my job, already did my job. Oh, man, I don’t know. That’s a, that’s a good that’s a good question. Um, I like, you know, I grew up in like, a weird time where it was kind of like between, like, music genres, like, some of the stuff that’s like, popular now was, like, not like a thing, you know, and then I was also, like, too early or too late for, like, really good, like rap and like rock music. But I tend to lean a little bit more into that, like classic, like, if you’re in an arena or a stadium, listening to watching a game, like the stuff they play over the sound system, like, I kind of grew up with that, was kind of the vibe. So I don’t know, like, a good, like Lil Wayne song like that would do it for me. A good Drake song like that would do it for me. I don’t know if I can come up with one off the top of my head, but if I, if I got on second, you know, I did my job. But if I have to walk up to the box like I’m probably, and I’m probably more focused on, what am I trying to do? What’s my goal here? Not the song, but that’s probably why. Probably my answer some classic earliest 2000s like hip hop, rap,

 

Curt Anderson  51:49

great, great. Thank you for playing along. So Kyler, first off, a heartfelt thank you, my friend and so, hey, we’re at 51 minutes. 52 minutes already. If you’ve been hanging out, sitting around, joining us for this wonderful, delightful and masterclass, wonderful conversation. Do us a favor. It’s a great time to stand up and stretch. And how about give Kyler a big standing ovation for this masterclass on email marketing for B to B and for manufacturers. Damon, parting thoughts, words of wisdom on your

 

Damon Pistulka  52:17

end. No, just thanks for being here. Because, I mean, the simplicity you’re driving is so awesome.

 

Kyler Nixon  52:25

Thank you guys.

 

Curt Anderson  52:26

Appreciate it. You’re making the water butter place, my friend. So guys, thank you. Thank you for joining us today. We appreciate every one of you. Thank you Diane for dropping comments. Thank you guys out there. Thank you for being here today. For those of you who didn’t drop a comment, connect with Kyler and Kyler, hang out with us for one second. Yeah, guys, as we close out, hey and happy birthday to Graham. Big. Happy Birthday Tyler’s one year old. Thank you. Do us a favor. Go out there and just be someone’s inspiration, just like our dear friend, Kyler and you too will make the world a better place. We’ll catch you next week, our friends and so, yeah, peace out.

 

Damon Pistulka  53:00

Alright, everyone. We’ll be back again next week. Thanks. You.