The average open rate on an unsolicited or sort of random email is like 10%. The engagement there is more like 70, 80%, but then take it all the way up to another service and sort of channel that we're really excited about. Texting, you think about it, your cell phones in your pocket, you live there, you breathe there all day long,. You have like an open and a read rate on a text message of like 98%. And so it just starts to highlight the where we need to start thinking from a marketing standpoint for our clients.