{"id":7072811,"date":"2026-10-02T11:26:16","date_gmt":"2026-10-02T11:26:16","guid":{"rendered":"https:\/\/fivemor.com\/?p=7072811"},"modified":"2026-10-02T11:26:16","modified_gmt":"2026-10-02T11:26:16","slug":"kevin-hillstrom-minethatdata-email-messaging-to-non-fans","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7072811","title":{"rendered":"Kevin Hillstrom: MineThatData: Email Messaging to Non-Fans"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-3037311243497178360\" itemprop=\"description articleBody\">\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">One of the challenges of ecommerce-in-a-box is that you work so hard to piece together a credible vendor solution (i.e. Shopify) that you don&#8217;t stop to ask yourself how the customer sees the experience.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">Example?<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">Friday Pickleball.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">I was on the ground floor, watching their funny videos years ago.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">I&#8217;ve spoken with the guys at a pickleball tournament. If you&#8217;ve never been to a PPA Tournament in Mesa (or elsewhere), by all means, open up your wallet and enjoy. You might see the guys there.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\"><a href=\"https:\/\/www.youtube.com\/@thatpickleballguy\">My wife paid $ to be coached by Kyle Koszuta<\/a>. I&#8217;ve forwarded his videos to my audience at <a href=\"https:\/\/pickleballmathlete.substack.com\/\" target=\"_blank\">Pickleball Mathlete<\/a>. We&#8217;ve watched him battle the pros in early rounds on <a href=\"https:\/\/pickleballtv.com\/\">Pickleball.TV<\/a>. We&#8217;ve enjoyed watching Rachel Rohrabacher battle the best in the business, using their paddles as their first signed pro.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">We took their <a href=\"https:\/\/pickleballpersonalitytest.com\/\" target=\"_blank\">Pickleball Personality Test<\/a>.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">We watched those guys as they changed their lives, moving to Phoenix to grow their careers.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\"><a href=\"https:\/\/fridaypickle.com\/products\/aura-paddle\" target=\"_blank\">Last week, I needed a new paddle<\/a> &#8230; I bought the Friday Aura to help protect my arm from tennis elbow.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">You&#8217;d likely say I&#8217;m a &#8220;fan&#8221;.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">Their ecommerce-in-a-box solution doesn&#8217;t know that. They&#8217;ve sent me two ecommerce-related messages since.<\/span><\/p>\n<ol>\n<li><span style=\"font-family: arial;\">Please Become An Affiliate Marketer For Them.<\/span><\/li>\n<li><span style=\"font-family: arial;\">The Message Below.<\/span><\/li>\n<\/ol>\n<div>\n<div class=\"separator\" style=\"clear: both; text-align: center;\"><a href=\"https:\/\/blogger.googleusercontent.com\/img\/a\/AVvXsEjlWbZ8HWVljSjc9dP24UXXoHamD9IuRAyr86cAvmr4IDyx9C-CMVrGfbEq5AU-ofYR1hiCLQXg_ARyAkNxw84uDdlw6GYL88pBH_TLhQfQUDKZ9DFMav6iVl105STwX4UP2DVNcCqMHVo7pzBRcoui_5M2ce23J7G7-jEL3j0nd_-2V4iwNmCbXg\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" alt=\"\" data-original-height=\"766\" data-original-width=\"604\" height=\"400\" src=\"https:\/\/blogger.googleusercontent.com\/img\/a\/AVvXsEjlWbZ8HWVljSjc9dP24UXXoHamD9IuRAyr86cAvmr4IDyx9C-CMVrGfbEq5AU-ofYR1hiCLQXg_ARyAkNxw84uDdlw6GYL88pBH_TLhQfQUDKZ9DFMav6iVl105STwX4UP2DVNcCqMHVo7pzBRcoui_5M2ce23J7G7-jEL3j0nd_-2V4iwNmCbXg=w315-h400\" width=\"315\"\/><\/a><\/div>\n<\/div>\n<p><span style=\"font-family: arial;\">I just bought a paddle, and NOW you&#8217;re going to tell me you&#8217;ll help me find the right paddle?<\/span><\/p>\n<p><span style=\"font-family: arial;\">Mind you, this doesn&#8217;t change anything because I&#8217;m a fan. I&#8217;m with them.<\/span><\/p>\n<p><span style=\"font-family: arial;\">The message is for you, it&#8217;s illustrative for your business. The vast majority of your customers are not fans. Nope. Those who aren&#8217;t fans don&#8217;t want a &#8220;customer relationship&#8221;. They want you to fulfill a want\/need they have at a point-in-time. Telling them you can solve a problem hours after they purchase thinking they&#8217;ve already solved the problem is counter-productive. It&#8217;s especially counter-productive because you are a small\/scrappy brand using Shopify \/ Klaviyo so you can compete\/beat somebody like Macy&#8217;s &#8230; only to have ecommerce-in-a-box fail you.<\/span><\/p>\n<p><span style=\"font-family: arial;\">Again, I love what the Friday Pickleball folks are doing overall &#8211; I&#8217;m a fan, so I&#8217;m not going anywhere. Most of your customers are not fans, so the rules for those customers are different. Your messaging should reflect that fact, it needs to be more &#8220;on point&#8221; if you will.<\/span><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>One of the challenges of ecommerce-in-a-box is that you work so hard to piece together a credible vendor solution (i.e. Shopify) that you don&#8217;t stop to ask yourself how the customer sees the experience. Example? Friday Pickleball. I was on the ground floor, watching their funny videos years ago. I&#8217;ve spoken with the guys at [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7072812,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[13093,13773,13772,22078,13774,233613],"dealstore":[],"offerexpiration":[],"class_list":["post-7072811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-email","tag-hillstrom","tag-kevin","tag-messaging","tag-minethatdata","tag-nonfans"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Kevin Hillstrom: MineThatData: Email Messaging to Non-Fans - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7072811\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kevin Hillstrom: MineThatData: Email Messaging to Non-Fans - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"One of the challenges of ecommerce-in-a-box is that you work so hard to piece together a credible vendor solution (i.e. Shopify) that you don&#8217;t stop to ask yourself how the customer sees the experience. 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