In this episode of Delivering, host Jason Rodriguez interviews Oracle’s Chad S. White about the evolving challenges of 2020 and the way occasions in the U.S. and round the world affect the methods—and lives—of e mail entrepreneurs.
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Episode Transcript
Jason Rodriguez:Yeah, Chad White, how has 2020 you’ve been treating you nowadays?
Chad S. White:Hey, Jason. First, thanks for having me on. And 2020 has been tremendous difficult. I feel most likely all people is method uninterested in 2020 at this level. Too many challenges, I feel, is the method that I’d discuss it. But at the identical time, I do suppose there have been some actually attention-grabbing classes. I feel that earlier in the yr, again in March once we went into all the varied lockdowns and shopper conduct actually began to vary, I do suppose that there was a very superb second there the place everybody actually rededicated themselves to higher understanding their prospects and getting of their heads and strolling of their footwear.
And I’ll inform you, by the 1st of April, you would actually inform how the tenor and the focus of entrepreneurs’ messages had actually modified in all the sorts of great methods. And so I’m hoping that we don’t… And now issues have moved again to a extra established order messaging. Not fully, however we’ve positively moved again that method. But I hope that individuals don’t lose that connection that I really feel like we actually had in April and May and June once we had been actually plugged in and actually messaging, I assumed, actually on level. And we must always at all times be striving for that yr spherical and actually using these waves of our altering buyer base and altering buyer attitudes.
And so I feel if there’s possibly something that’s been good this yr, it’s that I really feel like we had been going by way of the motions a little bit bit previous to that. And then we had this reawakening that, hey, we have to take note of the analytics and we have to take note of what our prospects are saying and what they’re trying to find on our web sites, and actually program to that and serve them. So that half, I feel, has been nice.
Jason Rodriguez:Yeah, that absolutely is sensible. We did a webinar just lately about what we will be taught from retail e mail specifically. And then the emails that we cherry picked the place the ones that had been chatting with 2020 and the challenges that everyone had been going through. And I feel these are the ones that actually hit house for folks. As subscribers and as prospects, they’ll actually relate to the model extra deeply. It’s good when firms learn the room, take inventory of what’s happening, work out what’s worthwhile to their prospects past simply their merchandise and blindly promoting to them. So I wholeheartedly agree that that was considered one of the very, only a few good issues that got here out in 2020. And hopefully it was that reawakening in lot of individuals to reimagine their e mail advertising a little bit bit extra.
Chad S. White:It’s very straightforward to get right into a routine. And there’s some worth to being shaken out of that. You’d prefer to not be shaken out of it fairly as arduous as we had been. But I feel that it’s considered one of the few silver linings that we’ve had.
Jason Rodriguez:Yeah. And I feel a number of it comes from we… Obviously once you had been at Litmus, you probably did a number of analysis, at Oracle now you’re doing a number of analysis. But I really feel like considered one of the issues we continually noticed was that e mail marketings total appear to be below-resourced, over dedicated. It’s simply that fixed looming deadline of the subsequent e mail that’s going out. Teams are usually small, below-resourced and stuff, so that you get in simply that day by day grind of cranking out emails with out placing an excessive amount of thought into it. So hopefully, yeah, it did shake folks up a little bit bit. But possibly 2020 will carry some nicer shakeups for folks as opposed 2021 will.
Chad S. White:Yeah, and I don’t suppose that the resourcing has modified all that a lot. And I do know that amongst a few of our purchasers, we’ve positively seen e mail groups get smaller. And all people’s making an attempt to avoid wasting time and vitality. And we’re seeing a renewed deal with, as an example, modular e mail design, which is nice. If anybody listening hasn’t regarded into that, extremely advocate it. We’ve instituted that with a lot of our purchasers, and a few of them see time financial savings of 25% the place they’re in a position to actually crush down that point that they spend creating an e mail. So there’s a fairly huge focus, I feel, on operational effectivity proper now. And actually going into the vacation season, that’s one thing you positively need as a result of these pressures are usually not going to go away. The vacation season is coming no matter all of those challenges that we’ve forward of us. So yeah, people are getting lean and actually specializing in how they’ll very effectively produce emails whereas nonetheless doing all the personalization, the analytics, and issues like that that they should do to ensure that that messaging is related and on level.
Jason Rodriguez:Yeah, that is sensible. So yeah, with these smaller groups, it may be actually difficult as a result of the holidays are arising. That’s historically Black Friday, Cyber Monday, after which going into Christmas. Busiest time of the yr for e mail entrepreneurs. But we’ve realized that one factor this yr, that nothing is the identical yr over yr. Everything’s blown up. People are nervous about their provide chains, with the ability to ship on time, getting folks into brick and mortar shops once they’re simply not liable to do this, understandably so. So what are a few of the main fears round the vacation season this yr you’ve heard from the folks you’re speaking to? And how is that totally different from earlier years?
Chad S. White:Yeah. So you actually named just a few of them. Store capability shouldn’t be going to be what it has been in previous years. It’s simply not. Supply chain points are positively actual, and there it’s twofold. It’s getting replenishment into shops and into warehouses, which can be affected, particularly you probably have a lot of worldwide suppliers. But there’s additionally the final leg, supply. Especially in case your main provider is the United States Postal Service, try to be making some backup plans. But I feel that already simply baked into it, we’re going to have points as a result of you understand USPS goes to battle, and that implies that a few of these parcels are going to shift over to the different gamers, which suggests they’re going to get extra overloaded. And I feel it’s additionally at the identical time a provided that not solely are retailers and e-commerce operations going to probably must take care of workers shortages due to folks needing to quarantine or folks getting sick, however that’s additionally going to have an effect on all the supply people too. And so they could have staffing points. So these are positively challenges.
And there, I feel the huge lesson of the factor that we’re advising our purchasers to do is to shift messaging sooner. Early gross sales are secure gross sales. Getting vacation gross sales locked down in November is healthier than December. And making it actually engaging on your prospects to say sure and pull the set off. I feel the one good factor there’s that yearly, we’re making an attempt to get people to purchase earlier due to that very same subject that, that earlier gross sales are safer gross sales. But I do suppose that this yr, customers are going to be extra receptive than ever to that messaging as a result of we’ve all been psychologically scarred from March, April, May, June once we had severe issues getting issues that we wished. Not simply rest room paper and flour and beef and issues, however different stuff too was actually arduous to get and supply instances bought actually lengthy.
I’m not the first particular person to say this, however Amazon two day supply grew to become two week supply, or longer in some instances. So take into consideration what that does to your Christmas buying if you’re shopping for on Green Monday, on the 14th of December. If it takes two weeks, it’s going to be too late. So yeah, shifting all the pieces earlier is what we’re advising. And simply making it actually engaging, and particularly due to shops on that again half of December are usually not going to be terribly helpful, particularly in the event you don’t have a very properly operating curbside pickup operation. And I do know that a number of manufacturers had swiftly constructed that, cobbled it collectively from earlier in the yr. Hopefully a number of them have been spending this summer time strengthening that and making it extra sturdy so it could deal with extra folks extra effectively. Because in any other case, they’re going to have a number of stock probably trapped in shops that they’ll’t actually use.So I feel {that a} main danger. It was throughout this coming second wave of coronavirus, which appears by all estimates that it’s going to get fairly dangerous in December. There was a brand new report out right this moment that was estimating that by the finish of the yr, we’d have a doubling of deaths from COVID, and by December we could be having 3,000 deaths a day, which is fairly grim stuff for certain. And so simply take into consideration what that’s going to do to the restrictions that may have to be put in place to tamp that down, and people restrictions which might be going to be working towards retailer achievement and issues like that. So it’s positively a key fear.
I feel additionally, sadly, it looks like a number of the dangers are in December, however sadly, there are additionally dangers in November, which is admittedly unlucky as a result of it makes it tougher to shift issues early. We suppose that if issues go calmly in November, that Veteran’s Day, Singles Day, goes to be actually huge. However, that vacation comes a couple of week after the presidential election, which looks like it’s set as much as not be a clean one. And one wherein could be undecided by the time Veteran’s Day rolls round.
It looks like there’s, sadly, the potential for a constitutional disaster and definitely large protests. And that’s one thing that a few of our purchasers have voiced considerations about. Some of our purchasers who needed to shut shops due to the black lives issues protests, that they’re afraid that one thing very comparable might occur in November. And if we’ve the one, two punch of contested elections that end in widespread protests in November adopted by surging coronavirus in December, that would make the vacation season simply extremely troublesome. And what we’ve been telling people is that contingency plans for contingency plans are your pals. But it’s positively a fairly deep library of contingency plans at this level. There are a number of issues that may go flawed. And clearly, I personally hope that none of those horrible issues occur. But it appears naive to suppose that we’re going to skate by way of with out having any of this stuff go flawed.
So yeah, contingency plans are positively key. And there’s some very actual issues you are able to do. Coming up with various marketing campaign dates the place you can also make some reside audibles about the way you wish to shift a marketing campaign from sooner or later to a different relying on what’s occurring. Again, I discussed getting lean so that you’re extra nimble. So issues like modular e mail templates, positively sensible. Doing cross coaching in order that your internet builders be taught the fundamentals of e mail growth in order that they’ll pitch in if wanted, if there’s staffing points or folks must quarantine or get known as out sick. So getting versatile is admittedly, actually key. And in order that’s planning, that’s further coaching, and writing down plans so that you simply’re not freewheeling an excessive amount of.
Jason Rodriguez:Yeah, that is sensible. Have you been, I suppose, advising… One of the issues we’ve been speaking about internally at Litmus is that we’ll be publishing about in the subsequent couple of months is the debate between HTML e mail versus the plain textual content e mail, or plain textual content mild, both matches HTML. I do suppose that’s a legitimate strategy to stay nimble and simply have that replicate written for these totally different eventualities, these several types of outcomes, after which you possibly can shortly push that stuff. Or is it nonetheless leaning closely on what you’ve carried out in the previous and nonetheless having these full e mail templates, all that created, having that machine turning, however simply with the ability to try this a little bit bit faster.
Chad S. White:Yeah. If we’re speaking about disaster messaging, emergency messaging, then positively having these stripped down templates that aren’t actually plain textual content, however that-
Jason Rodriguez:Look prefer it.
Chad S. White:Yeah, quasi plain textual content. I feel that’s very clever. But I don’t suppose that that form of a template works for promotions. I don’t suppose that that may be a strategy to save time. I feel that it flies in the face of expectations by way of your subscribers, and likewise flies in the face of what works. If you’re promoting bodily merchandise, folks wish to see these bodily merchandise, and that doesn’t change simply since you get busy. So we have to ensure that we’re nonetheless serving our prospects properly. So I don’t suppose that that’s one thing that is sensible. But I do suppose that if you’re having that form of dialog at this level, it means you’ll want to work tougher now to attempt to sketch out all of these campaigns and to attempt to get as a lot product imagery and stuff that you simply want forward of time to essentially create these skeleton campaigns you could then end off nearer to the ship date.
You ought to completely right this moment be engaged on what your vacation present footer goes to seem like, your vacation restoration modules. If you’re including seasonal imagery to your header, that needs to be created quickly. If you’re going to have a vacation or a presents navigation bar or a secondary navigation bar, create that now. There’s a number of stuff you could create forward of time or you could par bake and actually get issues rolling in order that when it comes time to really construct these campaigns nearer to once they’re getting launched, that you simply’ve bought a number of the belongings already constructed. There’s a number of that work you are able to do now, and that may make it simpler to stay with the feel and appear that your subscribers are used to, somewhat than having to resort to some form of plain textual content e mail.
Jason Rodriguez:That is sensible. So I’m curious what you consider simply Black Friday and Cyber Monday specifically. With all the pieces happening, clearly Black Friday will occur, nevertheless it doesn’t seem to be it will likely be the identical as each different… It can’t be the identical as each different yr. So I’m curious in the event you suppose that’s going to have an effect on… It ought to have an effect on folks’s e mail advertising methods, however what are you anticipating that cadence to seem like, these presents that persons are anticipating on Black Friday? Should we simply abandon Black Friday at this level and lean into Cyber Monday since a lot stuff goes on-line anyhow? What’s your tackle that?
Chad S. White:Yeah. So I feel that the Thanksgiving, the Cyber Monday window could also be the most secure window in these two months. Again, there’s election dangers in early November with potential protests. And then the additional we get into December, coronavirus considerations begin to get actually dicey, supply delays. So this candy spot, as common, I feel is that Thanksgiving to Cyber Monday window. And you’re proper, the really feel goes to be totally different this yr. Again, shops simply don’t have the capability. Lots of people don’t wish to go, and in lots of instances, there are legal guidelines and restrictions on how many individuals you possibly can let right into a retailer. It’s simply that’s not the profitable recipe that it’s been in previous years to drive folks to shops for Black Friday.
You are seeing already bulletins from Target and different main retailers that they will be closed on Thanksgiving. They are saying that that’s to reward their staff, which is superior, however I feel it’s additionally an acknowledgement that it simply doesn’t make sense to do this. And so I feel that we’re going to see a number of exercise on Thanksgiving and a number of exercise on Black Friday. All of that exercise goes to look an terrible lot like the exercise that we see on Cyber Monday. So Cyber Monday is the blueprint for the way Black Friday and Thanksgiving Day ought to run. So that’s the huge distinction.
But the worth, the significance of nowadays, is unchanged. These days are completely important. The income per e mail of throughout that window is simply by way of the roof. And yr after yr after yr, as volumes proceed to climb throughout these days, the income per e mail remains to be simply by way of the roof, the highest you’re going to see throughout the vacation season. So these are actually should ship days. And you and I each know that in these days, a number of retailers ship a number of instances on Thanksgiving, a number of instances on Black Friday, a number of instances on Cyber Monday and Cyber Sunday, which I prefer to name it. These are actually important days. People are in the market. They are in the market to purchase, they’re paying consideration. Capitalize on that spotlight. They are ready for offers, they’re on the lookout for offers, and that’s completely not going to vary this yr. So these are simply important, important, important days, and doubtless extra important than common due to all the dangers which might be on both aspect of these days.
Jason Rodriguez:That is sensible, yeah. So with that being mentioned, yeah, yr over yr, it looks like quantity will increase from an e mail advertising perspective. That implies that this yr particularly, folks, their inbox are going to be swamped. So do you’ve gotten any recommendation for e mail entrepreneurs to rise above the noise? It’s going to be noisier than ever this yr. So what can they do to face out in the inbox and reap the benefits of that window?
Chad S. White:First of all, I’d push again a little bit bit on the elevated noise degree. We’ve seen e mail volumes average a little bit bit. There are some industries which might be nonetheless very a lot struggling and unable to e-book enterprise like they used to, and so the e mail volumes that they used to ship simply don’t make as a lot sense anymore.
Jason Rodriguez:That’s true.
Chad S. White:Travel and hospitality is a giant one. Cruise strains, clearly. So there are components of the financial system which might be sending significantly much less e mail to be in keeping with what customers are wanting. So I do suppose that it’s not fairly the identical degree. Definitely yr over yr, the noise degree does improve. I feel this yr is a little bit bit particular and that that’s not fairly occurring the method it usually does. But nonetheless, there’s the want to face out. And I do suppose that generally we put an excessive amount of emphasis on this concept of standing out. I really feel like the battle is greater than half gained by the worth that you simply’ve generated in the run as much as nowadays. If your program is producing worth in October, then they’re going to tune in in November. So I really feel prefer it’s nonetheless very a lot a model recreation for the most half. That’s the motive why folks open emails, is as a result of earlier emails have generated worth for them.
So that mentioned, you do must ensure that your emails look good, work appropriately. Of course, we at all times advocate utilizing one thing like Litmus to ensure that your emails are performing the method that you really want or rendering the method that you really want throughout all of the e mail purchasers which might be necessary to your viewers. So that may be a given. Beyond that, it does get difficult as a result of usually, the issues that we’d do can be issues like personalization and segmentation to get the proper messaging in entrance of individuals. But throughout the holidays, folks’s shopping for habits actually change they usually’re shopping for for various folks than they usually do. Normally they’re shopping for for themselves, they’re shopping for for his or her household, and that’s not the case throughout this time of the yr. So that personalization and segmentation simply doesn’t work the method that it usually does. So that does make it difficult. It implies that you’ll want to lean in additional on broad promotions to just be sure you’re capturing curiosity.
There are just a few methods that you should use. And they’re probably not methods, they’re sensible methods. One is progressive profiling, which I actually love. And progressive profiling is actually a ballot, a survey, a quiz. It’s a hand elevating train the place you ask folks, “Hey, what are you interested in?” And there’s a very nice marketing campaign that Sony ran two, three years in the past that has actually caught in my thoughts, the place in the run as much as Black Friday, they mentioned, “Hey, which of these six product categories are you most interested in a deal for on Black Friday?” And in the event you mentioned, “Oh, I’m very interested in TVs,” then you definately would choose that and on Black Friday, they delivered a very whole lot on TVs. So it was an incredible hey, inform us what we have to know to be related to you on Black Friday. And it’s a win, win. The subscriber will get to inform Sony what they need, after which Sony will get to ship a extra related e mail, which is healthier for the subscriber. So I really like these hand elevating workouts. I feel these are actually sensible to do.
The different secret weapon is automation. And there, I feel there’s additionally some prep that entrepreneurs can do. Making your automations seasonally related is one thing you can begin engaged on right this moment, in the event you haven’t already began engaged on that. And that’s including seasonal secondary messaging to your abandonment emails, it’s altering your welcome emails to essentially welcome in these seasonal consumers in a significant method. It’s additionally maybe altering a few of the triggers that you’ve got. If you’re sending out a cart abandonment e mail on Cyber Monday and there’s a 4 hour delay, which can work for different instances of the yr, that’s most likely too lengthy for Cyber Monday as a result of there’s a lot urgency to behave. That time of consideration is a lot shorter on a Black Friday, a Thanksgiving. And so you’ll want to shorten that up.
Also, one other very nice factor to consider can also be if the transport deadlines begin to get shorter, having some guidelines in place that for, particularly these multitouch abandonment sequence the place you would possibly get an e mail right this moment, after which one other one two days from now and one other one three days after that. That may not make sense you probably have your transport deadline creeping up on you due to constraints or due to the finish of the vacation season. So you might must make changes to that and have a rule in place that claims, hey, that third e mail in that abandonment chain, we’re going to maneuver that up, or possibly take it out, as a result of it’s going to be sending after a date by which you’re not going to have the ability to order and have your present arrive on time. So there’s a bunch of changes you can also make to these and I feel these are actually, actually highly effective.
I hope everyone seems to be being attentive to their automated emails and actually not solely making these changes, however once you’re making these changes, additionally take note of the performance, the rendering of these emails. Those emails are typically… They’ve been allotted over the years to set it and neglect it, which I completely hate. These live, respiratory emails. They live, respiratory emails. So you’ll want to concentrate them. They require care and nurturing, and you’ll want to examine on them to verify they’re okay. These are pets that may not be left unattended. You must examine in on these guys and ensure that all the pieces is okay, that each one the hyperlinks are nonetheless working, the pictures haven’t damaged. Because this stuff can break due to modifications elsewhere inside your group. So it is a nice alternative to verify once you’re updating these emails to make them seasonally related, to make them seasonally optimized. That you’re additionally checking and ensuring that, hey, all the pieces is functioning and rendering the method it’s presupposed to.
Jason Rodriguez:Yeah, I feel that’s nice recommendation. So let’s use our imaginations right here and say that the election comes and goes with out an excessive amount of fanfare. We recover from this subsequent wave in December that may clearly proceed for at the least just a few months. But let’s be hopeful and say in 2021, we will begin specializing in non-COVID associated issues, non-political issues as a lot as doable, and get again to specializing in e mail advertising technique past that stuff. If that occurs, what are a few of the main alternatives that you simply suppose e mail entrepreneurs needs to be specializing in past simply how we react to those exterior occasions which might be compelled upon us?
Chad S. White:First of all, that appears like a stunning place. I very a lot wish to get there. I’m certain everybody does too. So on the different aspect of all of this grimness, what are folks going to be specializing in? I hope that they’re specializing in making extra headway on issues like AI and machine studying, actually making an attempt to get nearer to 1 to 1 advertising. I feel there’s a number of pleasure that’s constructing there. Even issues that make your automation smarter.
Not to plug ourselves, however we simply launched an clever change that has some cool capabilities constructed into it. It’s simply there’s at all times this paradigm of 1 to 1 that’s on the market shining on the horizon, and I really feel like that has positively not been the focus of 2020. And I do suppose that that’s an necessary factor to get again to specializing in, as a result of I do suppose there’s only a super quantity of upside to with the ability to ship higher on that imaginative and prescient of simply the proper content material being despatched to only the proper particular person at simply the proper time in the proper channel. I do suppose that that’s the paradigm that we have to hold chasing. And there’s a lot of issues that we will do by way of higher personalization, higher segmentation, higher automation. I feel that getting these three issues extra infused with AI and machine studying is the factor we’ll be speaking about for years and years and years to come back.
I feel these are actually huge leavers to tug and are going to take a very long time to tug all the method down. But I feel that’s the stuff that will get me actually excited. Because once more, that one to 1 advertising paradigm is one thing that we’ve been speaking about for a very long time. And the definition of 1 to 1 actually in a sensible, technical sense has actually modified. And I really feel like we are literally beginning to transfer in direction of an actual one to 1 imaginative and prescient of what our messages could possibly be like, the place one subscriber might have a message that’s at the least a little bit bit totally different from that different subscriber subsequent to them, and that different one and that different one. So I feel that’s actually thrilling. I’d like to get to that place on the different aspect of all of this.
Jason Rodriguez:Yeah. I suppose we’ll see. I feel it’s going to take us some time, however hopefully get there considered one of nowadays.
Chad S. White:I assumed we had been being constructive. I assumed we had been being constructive, Jason.
Jason Rodriguez:Yeah, yeah, I do know. Then you introduced me down. Too grim. The world is simply too grim proper now. I suppose we touched on a little bit bit shrinking. It looks like shrinking budgets, shrinking assets, shrinking groups. With that in thoughts, the place ought to e mail entrepreneurs be spending their cash? Is it on making an attempt to increase headcount? Is it on particular instruments or workflows? Where do you suppose folks needs to be focusing?
Chad S. White:Yeah, properly, clearly I do suppose that the headcount restrictions are non permanent. I feel subsequent yr, we’re going to see that reverse in some unspecified time in the future. At some level subsequent yr, that’s going to reverse. So the headcount points are a short lived response. I don’t suppose they’re everlasting. But at the identical time, there positively is a number of deal with turning into environment friendly and actually stripping down some processes. I feel that’s considered one of the the reason why, as an example, there’s been a number of discuss AMP for e mail, like final yr into early this yr. And I really feel like that chatter has died down significantly.
That form of factor, which is wonderful and I feel longterm, holds a number of promise. Just doesn’t make sense proper now to create a model new e mail that I don’t actually must create. And we bought to a very robust raise when it doesn’t work all over the place and requires me to be taught a brand new language, that’s a tricky, robust ask. And I feel a little bit bit with interactivity the identical method. I do know that we’re positively nonetheless doing a good quantity of interactivity with our purchasers, and everybody is unquestionably on the lookout for ways in which they’ll stand out and be particular. I don’t suppose that that has modified. But I do suppose that it’s a little bit of an ask proper now when groups are particularly lean and going into the vacation season when issues are going to get much more pressed.
Jason Rodriguez:Yeah. That is sensible. So I suppose wrapping up right here, clearly you do a number of writing, a number of analysis, a number of webinars, stuff like that. Any cool new stuff that you simply’re engaged on that you simply’re enthusiastic about? Any new stats or reviews you could share with all people?
Chad S. White:So we’re preparing very quickly right here, possibly not lengthy after, I feel, this podcast will go reside, we’ll be releasing our fourth quarter Holiday Marketing Quarterly. This is a quarterly guidelines that we put out. We really feel that making ready for the vacation season is mostly a yr spherical effort. That there are issues try to be doing in the first quarter, second quarter, third quarter, and fourth quarter that each one assist construct to have a profitable vacation season. So we’re placing out our fourth quarter guidelines, so do hold an eye fixed out for that. And I completely have tons of different actually, actually thrilling issues deliberate that I completely am not going to inform you about these but.
Jason Rodriguez:No worries. Awesome. Well, thanks a lot, Chad. Before we wrap up, the place can folks discover you on-line in the event that they wish to comply with together with our theme right here?
Chad S. White:So actually, you’ll find me on social networks @chadswhite. And you’ll find me on the interwebs at emailmarketingrules.com, and clearly you’ll find Oracle at oracle.com.
Jason Rodriguez:Awesome. Well, thanks a lot once more. I’ll positively must have you ever again possibly a little bit bit in a while this yr, as we see how all these items begins shaking out or getting worse, hopefully getting higher. But we’ll have to attend and see. Yeah. Thanks a lot.
Chad S. White:Fingers crossed. Thanks for having me on.



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