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>>Graham: Okie-doke-a-rooney, here we are again.
So today's question is: Do you offer any emails after someone floats
at Float On?
>>Ashkahn: We do.
We send an email after they float.
We send one email after they float, potentially, right?
>>Graham: Right.
Potentially.
And that email only gets sent 90 days after they float.
>>Ashkahn: Potentially.
>>Graham: Potentially.
And if they float again within that 90 days, it doesn't get sent out.
So, it gets sent out 90 days after someone's last float, which may never come.
If they're just the best customer in the world, then they may never get that email.
>>Graham: That's all we do, email-wise, in terms of something automated that's tied to
floating.
>>Ashkahn: We might also start doing something, maybe a few days afterwards, for a little
feedback email just to kind of, it might even be just a smiley face and a frowny face.
And they click on whether it was good or bad, just to get a little feedback from our customers
a little more regularly.
And I'm not sure if that desire has come up now that I, as an owner, am out of the shop
a little bit more.
But something to be actually gauging the temperature of how floats are going much more closely
to when they actually happen than 90 days afterwards like our current email, has been
sort of a desire that I have.
>>Graham: What other emails have you heard of people sending out?
>>Ashkahn: First of all, the email that we send out, let me just pull it up here, is
a little bit different, I think, than something people's.
So I think one of the most common things that people do when they're sending out an auto-email
responder is that they'll offer someone a discount if they haven't been in in set amount
of time.
Or they'll do a little follow-up and do some more education to floating.
And I'd say they kind of take one of those two paths, is, someone hasn't been in in a
little bit, so let's follow up and either offer them some money off, so they're more
likely to come back, or tell them some cool things about floating, or send them some news
stories so they remember how awesome it is, so they want to come back.
And that's kind of the two most common paths.
And with ours, we went kind of a different route.
If you know the kind of Float On marketing mentality, then you know that we are not really
keen on discounts.
So, we were very unlikely to go down that route.
So, we actually just send a feedback email.
We just do it 90 days later.
And our hope is that by sending this feedback email, it does two things.
It actually gets feedback from some people who might not have given it, so we can collect
more information about how we can improve.
And in the process, maybe they'll realize that they didn't actually have any feedback
to give us, their float was awesome.
And thinking about that might make them want to come back in.
So, that's kind of the philosophy behind it.
And I just got it pulled up here too.
The subject is, "Was everything okay with your last float?"
And it just says, "Hi (name)," which is replaced by their name,
"it's been a few months since your last float, and I wanted to reach out to make sure that
you had a good experience when you came in.
If there is anything that we can do better, please do point it out to us.
You can send an email along to feedback@floathq.com with any criticism or praise, if it's appropriate,
from your float.
We're always trying to improve, and it feels like our center has new changes and upgrades
every day, in large part because of the great feedback we get from our customers.
Hopefully I'll see you in the shop soon.
In the meantime, float on."
>>Graham: It's a nice email.
>>Ashkahn: Yeah, not too bad, huh?
>>Graham: -which hopefully no one ever sees, right?
>>Ashkahn: Let's say, if we do our jobs right, then only people on vacation see those.
So that's all that we do for our emails.
And again, I think that the other ones follow kind of that route of, whatever you're doing,
you're trying to reel them back in.
And in my mind, it's just this balance between, of course you want to send out emails and
get people back into the shop, and you really don't want to annoy them, so you don't want
to send too many emails.
>>Graham: Yeah, and it's definitely important to think about someone's full process going
through, because it's pretty easy to slip into getting real email-heavy, right?
Because let's say they make an appointment and you have, like, a confirmation email that
gets sent to them.
That's an email.
And then a lot of places have reminder emails, maybe 24 or 48 hours beforehand.
If once they buy something, they'll get an email receipt emailed to them.
And then, if you have another email right after their float asking how it was, and then
an email three months later.
All of a sudden, someone coming in to float with you one time gets, like, six emails from
you as a result of it.
And that's never the goal.
You're taking everybody's email, and you don't want to kind of break that trust with them
and end up kind of being spam-y with the powers that you have.
>>Ashkahn: Yeah, so at least for us, that's kind of why we decided on only having one
of these things, and it only goes out well after their float, so 90 days.
So, although they kind of get front-loaded with these emails about their appointment,
they won't hear from us again until three months later, which feels like a very generous
amount of time.
>>Graham: Yeah.
We also do not put people on our mailing list if they come float with us.
We do have a separate mailing list that people can sign up for, but we're not just sending
anybody who floats with us a bunch of emails afterwards regardless.
So, we try to be kind of considerate with people's emails, because we know we're asking
them, everybody, to give us an email.
And for the most part, it's really useful for us, being able to send them a reminder,
being able to send them a receipt, being able to contact them if they left something behind
in our float center.
Those are the reasons we need their email and we want to to, again, maintain that trust
so that we're not bothering people or making them regret giving us their emails.
>>Ashkahn: Alright guys, have a good one out there, and as always, slam it and jam it.
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