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.

1. EMAIL GENERATION
AUTOMATING THE GROWTH OF YOUR LIST
#EmailListWebinar

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

3. STICK AROUND FOR….
Q&A
+
FREE STUFF
#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

7. POP-UP OFFERINGS
#EmailListWebinar
● DISCOUNTS
● CONTESTS
● SAMPLES (FREE+SHIPPING!)
● SALES
● NEWSLETTERS
● ANNOUNCEMENTS

8. GATED CONTENT
#EmailListWebinar
DOESN’T HAVE TO BE A DISCOUNT!
● EBOOK
● WHITEPAPER
● CHECKLIST ✔
● INFOGRAPHIC

9. HAVING YOUR LIST GROW ITSELF
#EmailListWebinar
SHARE BUTTONS
UPDATE WEBSITE
QUALITY CONTENT

10. LET’S TAKE A STEP BACK
#EmailListWebinar

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%.

12. 2% is terrible.

13. We know that in real life it’s sad,
why is it okay online?

14. The most common response to this problem is
spending more money on driving people
to our websites and hoping to maintain
the same conversion rates

15. Or simply shrugging it off.

16. But that doesn’t
actually solve the
problem.

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.

22. Optimization is overrated.

23. Focusing on low effort, high impact campaigns
that combine email and on-site marketing can
make you a marketing super hero

24. Step 1: Identify your top 3-4 sources

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.

27. Recognize how they got there

28. Create offers that are meaningful

29. Use autoresponder emails to deliver on your
offer and introduce people to your brand

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

31. Use retargeting ads to remind people about
your brand, offers & products

32. Use automated email series to
drive repeat visits and sales

33. Tell repeat visitors that you know them
Have they signed up?
Have they purchased?
Did retargeting bring them back?
Or was it email?

34. 70% of carts go abandoned.
Step 4: Implement simple strategies
for the bottom of the funnel

35. Today’s approach to cart
abandonment is too little, too late

36. Look for pre-abandonment signals,
act accordingly

37. Use different offers for different
shoppers based on cart value

38. Instantly recover 10% of carts,
pre-abandonment.

39. Project Repat
12% visitor to email rate
10% reduction in abandoned
carts

40. Kleen Kanteen
40 Targeted overlays
43% Lift in opt-in
rates

41. 4Ocean
10% Conversions
100k
Subscribers

42. Forget endless landing pages.
Forget over-personalization.
Forget perfectly-optimized copy and design.
Forget 2% conversion rates.

43. Push to 10%, 20%.

44. READY TO
TAKE ON YOUR
EMAIL GENERATION?!
#EmailListWebinar

45. Q&A
FREE
IRCE VIP RECEPTION
SELLERSCHOICE.AGENCY/GIVEAWAY
Password: privyemails
DOWNLOAD!
Automated Emails to
Increase Customer Retention
bit.ly/AutoEmails-SC
@AndrewMaff
#EmailListWebinar

46. THANKS FOR
ATTENDING
OUR WEBINAR!
#EmailListWebinar