“email someone gets
is 147 per day. “The average pieces
of mail four per day. “Is it time to get
back in the mailbox?” – Yes.
– You think so? – Absolutely.
– Talk about it. – Absolutely because that’s
why I actually created a book. – Yeah. – Because it’s
actually tangible product. It doesn’t evaporate
in the digital ether so direct mail even though
I think it is customary– – Hold on go back to
your digital ether evaporation statement there. If I got this in a PDF, forget
about that because that’s just supply and demand economics this
is about if you want something or if you don’t want
something a.k.a.– – That’s true, that’s good.
Yep, yep, yep. If you really want it
you’re going to find it. – Correct. If I want the ZEITGUIDE I’m
going to want it one way and the other the other thing is I think
that’s about getting to the point of knowing about the
ZEITGUIDE but once you know it to me it’s the electronic aspect
is so great because is on me. I’m not carrying this
fucking thing around. You carry it around. – I fit in my back pocket. – I do have a book
on me at all times. – You should have this next
to you on your night table while you’re sleeping. I have your book next
to me on my night table. – The greatest thing that could
ever happen to you every single person on Earth has the
ZEITGUIDE app on the home screen of their phone.
– Yes. – It would be the
greatest moment of your life. – And we keep updating and
keep updating, yep, yep, yep. Let’s do it, Ralph. – Ralph. What was a question? – [India] The question was
the average amount of email. – Email costs zero, fuckin’
mail costs a shitload of money. What’s his name? Matt. – They actually just
reduced the price of the stamp. – Defense. Matt, Matt
wake the fuck up. The answer is sure but you
gotta run the economics. If it costs zero but you have
creative costs somebody’s gotta write the email,
those kinds of things. Mailchimp might have a,
you know, the cost benefit analysis is devastating. Go run 10,000 pieces of
mail that oh by the way cost you $13,000. $13,000. – By the way, this is the reason
why this is so expensive and in addition to the intellectual
property the reason why this is so expensive because it cost
like 100 bucks to print each one.
– Get the fuck out of here. Your cost is not–
– I do on demand printing. – The only reason I’m not
throwing you out of this room and making fun of you for $100
pamphlet is because I know how good the IP is an information
is good and it’s why you’re even allowed to sit here
because $100 book is ludicrous. – Well now it’s $50.
(laughing) – Be careful I’m about the
negotiate you for 75% discount. Ralph, there’s
going to be new code. – All right, done do it, Ralph. I want it to be the same price
as his book which is $18.99 or $17.99.
– That’s right, $17.99. Want to do that? Done. 82% discount
or whatever $82 off. Done, nice work.
That was good, I’m excited. India. I like negotiating. Staphon do not put up this
episode until the code works for 18 bucks.
– $17.99. – $17.99 You can use that for a stamp.
– It’s true. So anyway, Matt, I think
it’s all about the end result. If $13,000 to send 10,000 pieces
of mail and one of four I don’t know who one and four, first of
all that’s scary to me and I’ll tell you why, it means that
80% of Americans are getting one piece of mail and it’s probably
the 80% of Americans that are not going to convert to a sale
as easily as the Americans at the top 20% that are getting
20,000 pieces of God damn mail because their data shows
that they have the income to buy things. We have to start
grounding things in real life. I think the reason I am so
excited lately is everybody, all these businesses are
about to go out of business. I’m so– – We’re talking
startups or legacy or both? – There’s so much bad
that’s about the happen. – Yeah, I know. – And in business land and
especially in startup land and the truth is it’s going to make
me feel really good and I’ll tell you why. All those same friends and
acquaintances and pundits said I wasn’t smart for building
an agency during the boom of startup.
– Right. – And I ate that.
You have to understand– – Why did they say that? Why did they say that? – Because agencies
are stupid businesses. – Yeah but you have
a different agency. – Fine but do you understand?
Why? That’s why. You also know, you’ve been
around, you know for your own business but you also have a
feel on me, I was sitting at the top of the pyramid. I could’ve raised a
$200 million fund. I could’ve gotten $50 million
for any god damn idea I had to build a business. Do you know what would have
happened if I said I’ve got a tech idea for the wine business. I would’ve gotten $50 million
in funding in four seconds. – So why didn’t you do it? – Because I knew I wanted
to build practicality not create high risk. Because all this spiel I push on
you guys on Snapchat, this show, the DailyVee, I live it. I live the hard work.
I live the practicality. – And it’s fun. – And I live below the
headlines in the trenches. 140 emails, four pieces of mail
that’s a nice little data set, what happens when
you start digging? What happens when
we talked about the actual costs involved? What happens when I educated you
that that average was predicated on the people that won’t convert
to the sale and that… And so that’s it, it’s layers. I’ll be there in
a minute, Tyler. India, lets go. – [Voiceover] Michael asked,
“Do you see bots becoming big

a subscription box service, should we buy an email list? Thanks Gary Vee. – It’s a great question, I
mean look, any time you start any business an email list,
email is one of the great ways to convert them. The answer is yes and no. Yes if it’s a quality
list that has open rates and click throughs, and
people that are interested in your cookies of the
month club because it was an email from cookie lovers. But if you buy a list that
has a million people on it, and it was part of a
photography list somewhat, or just random emails that
they found around the internet, and nobody opens it, and
they are into photography, and you’re trying to sell them
a cookie subscription thing, the answer is no, that’s a very easy play. If you wanna buy a list
from somebody, force them to do a test for interest around what you do. Force them, “I will not buy
your list unless you do this.” And it’s a presell to be on
the invite list for your up and coming business, and if
you see a bunch of people sign up for it, well now you buy. Now they may say, that’s
like selling the milk without the cow, that whole thing. You know, girl (mumbles). Like I get that, but just
say no, there’s a million lists out there, you got the leverage. They want your money, don’t forget that.

“environment for startups?” – I have not used Slack yet. The Vayner has used it at scale. How you guys liking Slack so far? Anybody using it? Good, solid, good? – [Voiceover] Fantastic. People love it. It’s an incredible, incredible product. I’m a huge fan of Stewart
Butterfield who’s behind the product built Flickr. Was very much a Web 2.0 hero of mine because Flickr was one of the
first sites that got me aware of this revolution that
got me into the world. I have a lot of emotional heart for Slack. I haven’t used it yet because I’ve been running around so much. I don’t think I can necessarily
answer this question, India. My lack of practitionership. What I do though is by
that quick little reaction, I don’t know if you caught it on camera, did you DRock? A little bit? – [DRock] Yeah. – People are obsessed with
this god damn product. I don’t know how much you guys. – We all use it on the team. – And? – We love it. – Yeah, so what do you think India? – Less emails because you kind of just ping in Slack and it’s easier to just ask
for something really off hand to the whole team instead
of just having to send an email and compose it and all that. – It’s kind of like the lovechild of email and GroupMe, right? – Totally, yeah. – I think there’s some
real value behind it. I haven’t jammed yet. I don’t want to necessarily
go deep into this. One of the things I adore about this show is I talk about shit I know. I’ve got my feelings as you can tell. I can give analogies like
the GroupMe email thing. I know what’s going on, I see the feedback loop, I have a lot of context
from a lot other of people, but I’m not a dead user of it. My two cents on it is I’m bullish on it. I think there’s something there.

“from politicians begging for money. “How would you do better
if you ran for president?” Hashtag ready for Gary. – Yeah, I mean look guys. We’ve addressed this multiple times. If you’re new to this show I
will never run for president because I wasn’t born in this country and if I can’t have the top gig I’m not playing the game. How would I do it better? Easy, it’s the whole thesis of all 148 episodes of this show. It’s all about depth, not width. Like, nobody’s winning the random I’m going to blast you with email give me 20 bucks game buy my stuff game. The blanketing and
hoping and praying versus the depth is the complete
misunderstanding of how to sell. I think oftentimes it makes sense to me that politicians are bad at this because most of my politician friends are terrible business
people and salespeople so it makes sense and usually you know, it’s really, it’s actually stunning what kind of level of disrespect I have for most politicians’ salesmanship. They can sell themselves,
but not other products and I think that that at some level is an intriguing aspect and
fine line in this whole thing and so email marketing
is no different than, you know, the direct
mail that they used to do to try to get dollars
and so, I don’t know, I mean there’s so many
ways to do it better. I mean look. I think one of the best
things a politician can do is literally sit in the room,
sit on our God damn ass, and for 15 hours, take a phone, take a phone, and literally do, and literally do, you know, Twitter reply videos. Literally search your name,
because everyone’s talking, and they either love you or they hate you, because if you’re neutral
you’re in deep crap, and just reply to them and say “No Rick, that is not my policy.” or “Thanks Susie for the support.” It’s the depth over the width game. So the same stuff that
works in selling stuff, selling anything, works in this scenario, and so I think Twitter replies I think would be
disproportionately powerful. I think Facebook is the most important platform for a politician due to the fact that older people tend to vote and that I think that
Facebook is the holy grail of 45 to 70 year old reach right now. Even better than television. So I would put a lot of
content in that world and talk more about my
policies and my thoughts and more importantly show
the human side of me. I don’t know if people
have been paying attention but I believe the last four
to five presidential elections have been completely predicated
on a popularity contest and we’re in the
entertainment of politics era. Not to get political, but if
you just look at all of them. I mean like, whether you
hate Obama or you hate Bush, these are likable people to those sectors. In comparison we’re in like complete and what’s going on now. We are in entertainment mode. And so I would be entertaining
if I had that opportunity because that’s what would work and so that’s what I would do. I mean cold emailing is
doing absolutely nothing. It feels completely cold. It, you know, won’t do it. – [Voiceover] Ian asks,
“Gary, what’s your opinion

Question for you, is you
talk a lot about the use of Twitter Native Video
and I can personally say I’ve seen a lot of really
great results with engagement. It almost got my reamped about using the Twitter platform again. You foresee this type of
video response funtionality being built in natively
in some of the more common email clients anytime in the near future? Would this be practical
for someone like you who travels a lot and who has
a lot of mass email volume to go through? Would love to hear your
thoughts, thanks for your time. – Travis, way to keep it tight. He like went Bone Thugs on that. (laughs) Real fast. I watched Straight Out
Of Compton last night. – [Staphon] That was good. – Oh my god, I loved it. Loved it. (sighs) What I think is really interesting on that is I made, (laughs) I wish Erik
Kastner was here right now. Let’s show Kastner’s
Twitter profile @kastner. K-A-S-T-N-E-R Erik was the developer
that sat right next to me that helped me build up WineLibrary.com And I made a prediction to him in 2004 or five or six or seven that all email would be video in five to seven years. I’m glad we weren’t doing the
Ask #GaryVeeShow back then ’cause boy that highlight– The lowlights of this show, by the way, I can’t wait for the
lowlights in a couple years of all my wrong things in this ’cause those are fun too. (laughs) Not really. I think the answer’s no. I think that what people don’t realize is most people don’t want to be on camera. And this is a really interesting thing. Now, what’s happening right now with everybody growing
up in selfie culture and all these 15, 14, 13 year
olds just owning this move. I do think that behavior’s changing. And I do think that video’s upside over a 15 to 30 year period, 15 to 30 years from now, 15 through 30 years from now is very high because I think
we’re training youngsters, 7, 8, 9, 10, 11, 12, to be more out. (phone dings) To be more in front of the camera, it’s not this kind of thing anymore. I’m bullish on the concept. I do think email is ripe for a change in the next generation. I think, you know, Gmail’s gotten heavy, it started off lighter. I think there’s some real opportunity. I do think when you look at Slack and how people use that in
companies to communicate, I think a version of texting,
Twitter video and email, the Frankenstein of that,
eight, nine years from now has a real shot. And then there’s gonna be a technology we don’t understand, like holograms. Like Princess Leia pops up in Star Wars. I’d like that even better, I’d be like, yo, I could use my hands. It’d be great. So I think a lot of technology will come and I do think there’ll be change. I do think that video and email clients like Gmail and Apple mail is gonna be smaller than you think because people don’t
like to go that route. It actually takes longer and I think time is the biggest asset. I think people can type it
quicker than click, dah-dah-dah And I think we’re writing less. You know, a lot more emoji’s. These guys will probably
laugh right now. (laughs) My emails are tight. (laughs) They’re very much in the
K, LOL, Cool, Go, Yes, No I mean, I am keeping it tight. When I write two to three
sentences, people are like, Whoa. I think time is the biggest variable besides people’s non want
to be in picture form. Think of how many people don’t wanna take pictures of themselves. They don’t wanna see themselves. That’s a very big culture, underrated. Especially for the generation
that’s in the workforce now. The younger generation I think
will change that over time.

“Tips for getting up and running?” – This is interesting. This is very much deja vu 20 years ago. Yeah, first and foremost you need to find the right kind of infrastructure, backbone, CMS tool to really get you guys to launch. Contact management system CMS. Magenta or Shopify or one of these platforms that can get you up and running in the retail capacity at a low cost. I would also highly, highly think about how you’re going to promote within your store to drive people to the .com. I think a lot of people
forget about that aspect. Obviously you have to learn how to do Google search ads, SEM, and you’ve gotta work on search SEO, and organic. You gotta figure out
how to use Facebook ads targeted within a two
mile radius of your shop, and a different kind of
marketing campaign for the 15 mile radius. If you’re going into the delivery of it. I think that what you have to really do is I’ve given you some
tactical stuff off the gate. Here’s some more high level things. First and foremost, you
need outrageous levels of patience. It is going to struggle
over the first 12 to 24 months because in general, it’s a high friction area. Obviously with Instacart and Fresh Direct, and there’s plenty of thing going on where people are thrilled to order but a family grocer to
become an internet player is a tough haul, and so patience I think is going to be an
incredibly important part of your success as you
go through this journey. I would make sure that every bag that you have at the store has a flyer in it with some
sort of creative call to action with a coupon that is online only as kind of a cherry to drive acquisition. I would also try to make sure your POS, point of sale system at the store is tied into the .com so that people can use club cards or you
can collect data there and remarket to them on .com environment. Email marketing is going
to be an enormously substantial part and
backbone of your success. I think a very strong
strategy of what to sell on a daily or at worse case every other day basis on your email service is quite important to muster up excitement and most of all, do not create friction. Make it valuable for people
to join your .com environment. Don’t force them into it, and so those are some
of the top line thoughts. It’s nice when you’ve done it before,

– Hi, I’m Amy Porterfield and
I’ve got a question for you. So in your book, The Thank You
Economy you talk a lot about letting your audience
decide if they want to get to know you more versus
persuading them that they should. So when it comes to email
marketing what are some tips you have for communicating
with your audience in a way that doesn’t kill the connection because you’re being to persuasive? – Hmmm.
That’s a good question. Email marketing is a tricky one. You know I think, Amy,
it’s funny you reference Thank You Economy. I think the answer to
email marketing is found in my next book title which
is Jab, Jab, Jab Right Hook. I mean think about all the email services you are signed up to and/or have been over the
last three or four years as so many of you start to siphon off of being on email lists. So many of those email
lists are in pure utility. Right? They’re retail,
they’re giving you deals. They’re very action-oriented. Nobody in that space is
throwing enough jabs. We at Wine Library aren’t. I still think I want to,
I’m going to use this to take my own advice. We need to start sending at
least once or twice a month. It’s so hard because you’re
siphoned on the drug of sales. But you’ve got to put out content. As a matter of fact,
Steve, I want you to work with Brandon right now. I want to send an email with
the last five stories we wrote on the site and I want
to send it out as just with a title of like Reading
For You Around the Wine World. Although let’s play with it a little bit. So that. So instead of everyone being
like here’s a deal, $49.99. Game Boy, old school. You know you need to start putting out the history of Nintendo. Right?
So more content. More content that kind of allows people to be less on the defense. Every mail that comes in
is like it’s at you, right? With content that has
no purpose other than to entertain or inform or
bring utilitarian value to the user, you’re
getting their guard down. You’re bringing them
value which opens them up so much more for the sale. And so I think that’s the way to go. I really do. I think and I think mixing
the two is intriguing. You know I’m curious what
Steve and I are about to do with Wine Library lends itself
to more content in the mix of the sale. And I don’t like blending
jabs and right hooks but I always like testings. A bunch of people always ask me, like Gary did you read Jab, Jab, Jab Right Hook these posts on Facebook
and Instagram this weekend don’t feel native. Well maybe they are. I mean by results of the way
people responded to Facebook. Maybe they’re very native,
maybe native changes because native does change. And so, always testing.
Always testing. That’s it?
– [India] Yep.

“I know you’re not big on
automation, but it’s a reality. “You’re an advisor to HubSpot. “Thoughts on that space?” – Justin, tremendous question. I think this is a great
opportunity for me to clarify my point of view on automation. I don’t love automation
to the point where it’s replacing something that I,
one humble man’s point of view, should be done by a human, AKA, I don’t like the notion of an automatic DM when you follow somebody
and it feels very spammy. But I love, I use
automation at Wine Library, like, when your order is
confirmed it automatically e-mails you and says your
order is ready for you. I think that there’s a really fine line of what one would quantify as the thing that a human should do and the thing that a computer should do. I don’t like when automation automatically populates somebody’s
first name into an e-mail and they’re trying to “trick”,
and that’s what I feel. You know, to me, the
intent of the automation. You know, for example,
I ask a lot of people when they sign up for my YouTube channel to e-mail me that they
did, right, the ting. You know, DRock, show them that part. (snapping fingers) Can’t you just subscribe? Oh, by the way, when you do, e-mail me. Ting. (chuckles) – [DRock] Do I have to
include you saying “ting”? – Yeah, I want to keep the “ting”. You know, that part, I
tell them to e-mail me and, look, I’m getting a lot of e-mails, and I don’t answer everybody. One would argue that the
automated response of, “Hey! Thanks for signing up for my thing “and check out the #AskGaryVee Show “and check out, pre-order my new book, “the #AskGaryVee book
and, you know, check out.” You know, one would argue
that there’s a lot of conversion there but,
to me, I, as a human, I, as Gary Vaynerchuk, ask you to sign up for my newsletter and e-mail me. I don’t want, when I
say e-mail me, for that to then be the computer responds to you. Right? And so what I do is when I have a moment, I try to answer a couple of
them and just say thank you. ‘Cause that really was
my whole intent of that. And so, I think that, I’m
a big fan of automation for a lot of things, but
what people are trying to do is scale humans and
there’s a human element that matters in these equations. None of you, not a single on
of you watching this video like it when somebody
automates something that is supposed to act like
a human and it’s not. So, as a company, I
think automation’s great. When you apply for VaynerMedia, I don’t even know if this
happens with the resume, getting an automated response. But, way too many people are saying, like, in DM, like, “Hey, thanks for following me
and check out my new e-book.” Like, it’s not real. Like, that, to me, is the muck and so, of course it’s a reality. I don’t hand deliver every e-mail. There’s a lot of things
that are appropriate. I argue around automating the human thing. I argue around outsourcing
the human thing. I don’t think a celebrity
should have their assistant reply for them, as them. If you want to create
a Team Beyonce account, if you want to create, you
know, a Team India account that, you know, has to respond because she’s become such a superstar, that’s fine. But not Beyonce because that
wasn’t Beyonce doing it. I had this huge argument a long time ago when everybody got mad at Britney Spears and I argued that Obama wasn’t doing it and everybody got upset and so, everybody was like, “No, he’s doing it.” This is ’07 Twitter talk, it was fun to see him
actually get his own account, recently, to prove that out. It matters. – [Voiceover] Scott asks,

– [Voiceover] Rodolfo asks
“Do you have a business card? If so can we see it?” – Rodolfo I do not have a business card. A business card in 2015
makes absolutely zero sense. A business card delivers information. Take out your (beep) phone and
email the person on the spot. Better, cleaner, never
lose the business card. More efficient, it’s
right I like to show them, is this your email? Good, good, good. Like pchtaw.
(laughing)

– [Voiceover] Akos asks, “When
you’re working on a project, “with clients, how much
is done online like Skype “versus in-person meetings?” – Akos, I can’t speak for
the whole VaynerMedia team, and I think they’re all individual, but at my level, or what I do, not even probably, probably
not predicated in my level, just the way I roll when I think about the client stuff that I do, ya know, I would say 10% on text, 40, actually I’m not gonna try to make this round out to 100. Let’s see, it probably
is predominantly e-mail, solid amount face-to-face, I’m
a big face-to-face kinda fan, almost non-existent phone, and growing, ’cause I’m pushing them, into more text, so face-to-face is probably 25%, the rest is digital. No Skype or Google Plus,
any of that kind of stuff. I’m just, I’m predominantly face-to-face, e-mail is number one,
face-to-face, texting, and that’s that. No GoToMeeting, none of that stuff. – [Voiceover] Erik asks, “Do
you watch your own videos?”