It's worth everything I think for the longest time we viewed and email us as being an asset but an asset that just made sense to have today. It's even more than that. Like an email in it of itself isn't worth anything anymore. Um And I know we're collecting a lot of phone numbers to you for S. M. S. And I think that one's going to die out pretty quick to be completely honest with you. It's too personal. Um It's every time I mean if you think about it this way, especially in e commerce or SAS or whatever when someone signs up for something, the number one question you have is why they sign up and we always make the assumption that it's for a dealer an offer or that they're interested in that deal or offer when sometimes that's not really the case at all. Uh and we just don't know. And then my three questions I usually ask most cmos and Cios or do you know why people signed up? Do you know why people that signed up converted? Do you know why people that signed up didn't convert? And if you can't answer those questions and there really is no one that can answer those with the data back to answer for the most part. Um you find yourself in this question of saying, okay, how much did I spend on ads last month? And then you get into this like odd little area of being like okay, so I spent that and it cost me X amount to get this email address and but my open rates only why And I'm gonna lose 25 on my list every year anyway. So if I have a list of 100,000 people right and 25 are going to turn out, it cost me $10 per email. I just lost 250 k without knowing why anyone signed up or came there in the first place. That is like a terrible sent cost. And it's unavoidable. That is, that is to, you know, mid level director salaries of loss every single year for not asking why people signed up. And the first thing they do when you get like an email and you unsubscribe is they ask.
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