Rich Evans is the founder and reluctant managing director at Get Better an agency focused on building personalised email marketing that helps their clients reach their full growth potential. Clients include Absolute Collagen, Myomaster, and Pott Candles.

Dive in:

[06:05] Yotpo Challenges Klaviyo in eCommerce

[08:17] Feedback and Strategy Issues Uncovered

[12:30] Black Friday Preparation Timeline

[16:14] Pre-Black Friday Preparation Urgency

[17:05] Black Friday: Capturing Customer Insights

[22:51] Email Marketing Insights with Rich

[23:35] Insider Tips from Rich!

Mystery Shop Your Own Website

Rich Evans’ first big tip is simple but powerful — act like a customer. Open your website in an incognito browser and sign up for your own popup. Follow the entire journey from signup to receiving the first email to making a purchase. This lets you spot broken flows, confusing steps, or missing discounts before your real customers do. Fixing these issues now can dramatically improve your conversions before Black Friday.

Collect Zero-Party Data for Smarter Marketing

Black Friday is a chance to build your list, not just drive sales. Ask new customers simple questions like whether they’re shopping for themselves or buying a gift. This small piece of data lets you personalize follow-up emails and offers, keeping customers engaged after peak season. It prevents irrelevant messages that cause unsubscribes. The more relevant your marketing, the more likely you’ll turn one-time buyers into repeat customers.

Act Quickly if You’re Affected by Yotpo’s Exit

For brands still using Yotpo email, time is critical. Migrate before Black Friday or risk broken campaigns during the busiest time of year. Rich stresses that while Yotpo’s decision was right, the timing is tough. Don’t wait until December — make a plan now and switch to a stable platform like Klaviyo, Omnisend, or another trusted provider. Acting early avoids chaos and ensures you have time to test everything before peak traffic hits.

Takeaways:

• Partnerships are at the heart of growth—not just in business, but in culture. Connect, collaborate, and be laser-focused in your niche. The impact of genuine networks will always serve you right.
• Email marketing isn’t just tech: it’s about truly knowing your customers. Ask if they’re buying for themselves or gifting—tiny questions, huge insights for personalized experiences and better relationships.
• Cultural shifts happen fast—remember the YOTPO email exit? Adaptability and supportive networks help brands survive even public shakeups. Don’t rely on hype—understand what really matters.
• When optimizing your actions, start by experiencing your own customer journey. Perspective breeds empathy, insight, and real improvement—not just more data.
• AI’s rise is changing how we work, but beware of overusing it. Leverage it to enhance your creativity, not replace it. People crave authenticity—tech is best when it supports, not suppresses, your unique voice.

Find the notes here: https://keepopt.com/278

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