This document summarizes a webinar about email list generation and automation. The webinar was presented by Andrew Maff from Seller's Choice and Josh Mendelsohn from Privy. They discussed benefits of email lists like building community and easier product launches. They also provided tips for gaining email subscribers through pop-ups, gated content, and having lists grow organically. Finally, they recommended focusing on low-effort, high-impact campaigns combining on-site and email marketing to improve conversion rates.
2. TODAY’S PRESENTERS
ABOUT ANDREW MAFF
● Director of Marketing and
Operations at Seller’s Choice
● Over a decade in e-commerce
marketing
● Helped many sellers scale to well
over 8-figures
● Digital strategy expert
● Married & loves a good glass of
whiskey (no relation)
ABOUT JOSH MENDELSOHN
● VP of Marketing at Privy
● Over 10 years in email and
ecommerce marketing
● Dedicated to helping small
and medium sized
businesses grow
● Obsessed with his pug,
family, and good beer
#EmailListWebinar
4. YOU’RE IN THE RIGHT PLACE IF YOU’RE...
Ready to increase the size of your email list
Looking to automate your email generation
Wanting new ideas to entice email submissions
Curious about how to get your list to grow itself
Just flat out awesome.
#EmailListWebinar
5. BENEFITS OF EMAIL LISTS
#EmailListWebinar
● BUILDING COMMUNITY
● EASIER PRODUCT LAUNCHES
● FACEBOOK AUDIENCES (LOOKALIKE)
● ADWORDS CUSTOMER MATCH
● SALES & ANNOUNCEMENTS
● FLOWS (CUSTOMER WIN-BACK!)
6. WHERE TO GAIN AN EMAIL
#EmailListWebinar
SALE
POP-UP
GATED CONTENT
NEWSLETTER SIGN-UP
11. Four things we know
1) Not everyone who visits our websites are looking for the exact
same thing.
2) Each visitor brings their own unique set of interests.
3) We SHOULD be creating more targeted, relevant experiences
on our sites.
4) Industry standard conversion rates are 2-3%.
17. Most marketers fall into three
buckets
The
frozen
The one size
fits
all-ers
The over-
optimized
18. The Frozen
• Recognize the problem but ultimately
don’t know what to do
• Figure they have invested so much
time in their products and website
that they should let those assets do
the selling
“If someone comes to my site they’ll
buy or join my list. Why wouldn’t
they? What I sell is pretty awesome.
And because I don’t know exactly
how to make it better, I am better off
spending my time elsewhere, like
driving more traffic.”
19. The One Size Fits All-ers
• Overwhelmed by the concept of
personalization
• Have probably read too many
blog posts about needing a 1:1
strategy for their websites
• Know they need to do
something proactive
“That sounds like a lot of work that may
or may not be worth it, so I am just
going to do a simple welcome message
with a discount for everyone who hits
their site. We’re saying “It’s better than
nothing and I’m growing my list and
business, so that’s good enough.”
20. The Over Optimized
• Look at marketing strictly as a math equation
• Doesn’t think about the messaging that goes
along with it
• Thinks it’s about audience size, ad performance,
and conversion but the human factor isn’t present
• Not thinking about how they influence someone
once they reach our site
“If I spend $xx on facebook ads to
get yy amount of traffic, i will get zz
dollars. It’s just how it works. Then
maybe if I make my button blue I
can optimize further.”
21. So, what is holding us back?
• We’ve been taught it’s too hard or too expensive. That every piece of every
funnel for every visitor needs to be personalized and optimized.
• We’ve been taught that 2% is okay and 3% is great – so good enough is
acceptable.
• We believe that greater success requires time, tools, budget and expertise that
we don’t have readily available.
25. Step 2: Implement simple strategies for the
beginning of the path to purchase
Use targeted displays for your top sources and that drive new visitors towards a purchase
or subscription
26. Deliver a highly relevant experience
Use a consistent image, message, or product
to what first bought them to the site.
30. Step 3: Implement simple strategies
for the middle of the funnel
Your online
store/website
Autoresponder
Emails
Coupon
Reminder
Emails
Retargeting
Ads
Newsletters and
Announcements
Welcome back
displays