Yotpo just announced they’re shutting down their email and SMS platform. Around 200 people lost their jobs. And within hours, the agency world did what it always does: turned someone else’s loss into a marketing opportunity.
"Sad to see this 😢 - but if you're looking for a Klaviyo partner..."
No. Just stop.
We’ve spoken to a lot of brand leaders this week. You know what they’re saying?
"Everyone’s acting like vultures."
They’re not wrong.
My WhatsApp is a safe space for brand leaders to rant
No One Is Buying Right Now
Let’s be real.
No brand is making a platform decision this week. The smart ones aren’t, anyway.
Here’s the likely reality for anyone affected:
They’ve already been through a migration, maybe two, in the last 12–24 months
They’re trying to minimise disruption ahead of Black Friday
They’re managing internal anxiety, broken trust, and operational clean-up
They don’t need deals, discounts, or “limited slots available” offers
They’re looking for calm, experienced partners.
People who don’t see instability as an excuse to swoop in and close.
People who understand that this is a long game - not a flash sale.
If You Were Front of Mind Already, Great
If you’ve done the work for the past 6+ months - great.
You’ve published content.
You’ve shared useful ideas.
You’ve helped people in your niche without constantly asking for something in return.
Now’s not the time to pounce - it’s the time to be ready if they reach out.
But if you’re just showing up now with “thoughts and prayers” followed by a booking link?
You’re not standing out. You’re eroding trust.
So What Should You Do Instead?
Do something actually useful.
Create honest platform comparisons. Everyone’s being told to look at Klaviyo, Omnisend, or Attentive. Help them compare what matters - not just features, but contract terms, support, and realistic migration effort.
Share migration case studies. Show what you’ve done, how long it took, what went wrong (and how you fixed it), and what results came out the other side.
Outline timelines to get live. They’ve got Black Friday breathing down their necks - help them visualise what’s possible and what’s not.
Be human. Send them a care package. A handwritten note. An at-home spa kit. A bar of chocolate. Anything that says “you’ve got enough on your plate - we’re here when you’re ready.”
Because right now, they’re not looking for a pitch.
They’re looking for some breathing room.
This is make-or-break season for a lot of brands - and losing their retention and comms channels wasn’t on the bingo card.
Long-Term Trust > Short-Term Wins
This whole thing is a reminder of why your marketing strategy matters.
If you're not building trust ahead of time, you’ll always be the agency shouting into the void when the stakes are high.
The brands that reach out after this?
They’re calling the ones who didn’t treat a disruptive moment like a sales funnel.
They’re calling the ones who kept showing up with useful, thoughtful content - long before any crisis hit.
Want help building a marketing strategy that makes you the obvious choice before the shit hits the fan?
That’s what we do at Waye.
Drop us a message - or don’t.
We’ll still be here when you need us.