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 Bonjour Millionaire, I have a confession. I was just stalking 1 of. you who replied to Go-to-Millions (I read everything, love you). Stalking in the sense that I copied her first and last name and googled her. GUILTY! I then went to put the finishing touches on this edition. I pasted in her name (first and last) as my subject line. By accident. Can you fucking imagine? Reminds me of when my best friend's mom 1st got Facebook and would make her status the people in our friend group's name that she was searching. By accident. Was this email forwarded to you? Sponsored by Tapcart You already know AI is blowing up how (and IF) customers discover you + decide to buy. ON THIS EPISODE OF GO-TO-MILLIONS In true Father's Day fashion, Daniel pragmatically had us cancel our weekend away (in celebration of his 1st Father's Day) because it was going to rain and that would ruin the baby's planned beach day. Had this been Mother's Day, I can assure you that I also would have cancelled but that the J word would have been invoked as a make-good.
This all brings me to my point. It's Father's Day! Today! Meaning many of your customers are busy and their beach days weren't cancelled and they aren't shopping in the patterns that are typical to your Sunday pacing. They are living life and screentime is down, family dinner is up, and they might not be in the exact mood to buy your electrolytes or pans or shoes or whatever else you like to sell them. Layer in Prime Day countdown (Tuesday, 4 day event, you know this) and Sunday BAU patterns start to breakdown real quick.  Interruption because I didn't get him the equivalent of jewelry or a beach vacation. Instead, went with these and these for a little matching moment and I got other things too don't worry but he hasn't opened yet. WHERE WERE WE?? We were at the part where we remain spatially aware that today is a holiday. And, here at Go-to-Millions, we have a holiday philosophy. OUR HOLIDAY PHILOSOPHYWe promise to remember that it's odd to email our customers 1st thing on a holiday without addressing said holiday. If you send something unrelated on a holiday, something that might be a totally reasonable email on any other day, we have to be acutely aware that it may suddenly feel tone-deaf, out-of-step, random. Random is so cringey lol. Holiday behavior ≠ normal behavior. A normal email ≠ a normal email on a holiday. If you're messaging your audience about the holiday and you're participating (on promo, with holiday messaging, etc) then pop off and go out 1st thing. Early bird gets the dollar. But if you're not talking about the holiday, let the morning go. Especially a holiday like Father's Day, where the events of the holiday typically include some sort of morning ritual or family activity for people that celebrate. WHY YOU MAY BE TANKINGEven if you're acknowledging the holiday in your messaging, in your emails, on your social grid, you could still be very much taking a beating on this holiday Sunday. Not because you didn't connect to the holiday. Not because your creative wasn't creative, or because your customers don't care about the holiday. It's because you can't help them today, and they are BUSY AS WE MENTIONED. Holiday presents have been purchased (from you, I hope, just earlier in your month). Unless you have a big gift card business, in which case pop off today. I would like to optimize this experience more and think we're all leaving $ on the table with gift cards, which we should talk about. But if you don't have that perfect gift card experience yet, and if your customers are busy (they are), then your CPMs are going to be unfavorable because everyone is AFK and you should forecast down. If you don't forecast down, then you will be in the pain cave later in your month making up for a weak Sunday that you should have called. That you should have predicted. That's what a forecast is. It's historical YoY inputs, mixed with pattern recognition and common sense. If you get thrashed on Mother's Day (as in the holiday that happened 1 month ago), then you should get ready to have a bad day today. Not because you have to. You should fight like hell to not, and you can get creative but there's only so much you should do to fight for sales today. Nothing desperate and nothing that sacrifices longterm positioning. If you forecast down, then you're ready to do something big before and after this Sunday because your pacing didn't rely on a day that may not come to fruition. I, for example, restocked a product yesterday. Because it was ready and because it was a good day for it, pre-Father's Day. Get it in market, get a big boost on Saturday, less pressure on Sunday. Would have been weird to restock it on FATHER'S DAY! Because it's not at all related to Father's Day so why have to connect the message? No thank you! You get where I'm going. You run the calendar or the calendar runs you. Next big holiday is July 4th. You better take a hard look at YoY but remember, Memorial Day was a MONTH AGO. So, you have really fresh data and you either need to run it back to Memorial Day (if went well) or change everything. No in between. Spatial awareness is an artform that is dying off. As soon as you start to watch for messaging that doesn't make sense on the day that it's sent, it's all around you. Watch your back. <3 Gotta go, I'm not at the beach today so I think I have to pull off a really fun Father's Day or my next Mother's Day may get dialed back. I don't do dialed back very well. FREEMONO struck again, this time as WITHMONO. Tied to Father's Day! Didn't see that coming.  Monogramming is hard to spell (everything is hard to spell for me) but there must be a better way. Yours, | ||||||||||
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