Grow Your Email List and Reduce Cart Abandonment with Privy

Sarah: We have Josh from Privy, and could you just start out by telling us what Privy is and how it helps entrepreneurs

Josh: Sure so Privy is software that sits on top of your website and our mission is really to help small and medium sized business grow their email list, reduce site abandonment, and drive online sales. We do that in a couple of different ways through targeted on site displays… things like pop ups and banners and bars, as well as some automated email marketing and newsletters.

Sarah: One tool I really like that you have that I don’t know that anyone else has is the spin to win. Can you tell us how that works?

Josh: Yeah sure, so spin to win is a really cool way to grow your email list. Basically what happens is when someone goes on your site you can have this sort of game pop ups where they enter their email address and the wheel spin is a very game show style and then you control what prizes are given out, how often, so whether that’s 10% off, it could be free shipping, it could be anything you want. It’s completely configurable and it’s a really engaging way for people to wind up joining your email list. We actually see it as one of the top converting display sites especially for consumer focused brands. It’s a really fun thing to add to your website.

Sarah: Okay and then when someone wins something how do they redeem that? They just get a coupon code for it?

Josh: Yeah so there’s a couple of different ways that that code can get delivered so after the wheel spin it’ll show like a thank you message that includes some text about what they’ve won as well as the discount code that they’ve received. You could also set it up so that an email automatically sends to that person that includes those same two things the code as well as any text that you wanna do around it and you can completely configure that email to have your brand colors and messaging and all of that stuff as well but we’ll automatically insert the winning text and the winning coupon codes.

Sarah: I haven’t tried using that one yet ’cause I have to think of something to giveaway ’cause I think that that would have a good conversion rate on it.

Josh: Yeah so the other thing to think about there is because it’s completely in your control how often each thing comes up, there’s a lot that you need to think about you could actually have one or two different items that you’re actually giving away and have those two be the only two that come up.

Sarah: Let’s see and can you tell us a bit about some of the other tools that you have like the pop ups, the bars, there’s so many options that you have and how does someone decide which of those to use ’cause I would think if they use all of them or a lot of them that that could get overwhelming to a website visitor

Josh: Yeah you definitely don’t wanna use all of those things targeted to everyone right so that would be an awful experience for everyone and shoppers would go running for the hills. There’s a bunch of different display types that we offer so you touched on a few of them: pop up banners, bars on the top of or bottom of the screen, banners can open from the top or bottom of the screen what we have called fly out which sort of come in from the side or the bottom of the screen is a little bit of movement there, the spin to win game so that pop up which is probably the most popular thing that we have and the nice part is you can control exactly when and to whom they are shown so you can control whether it watches immediately when someone lands on your site, whether it’s time based so maybe eight 10 20 30 seconds to let people browse your site before something like that is triggered or if people are scrolling down the page one you can send it to show at 25% or 50% of the way down the page so making it a lot more contextual for shoppers. In addition to that you can use all sorts of segmentation rules so you can show one thing to people who are on your site on a desktop versus another thing like a fly out which is better for mobile visitors it sort of formats better you can choose to show one offer to people who have zero dollars already in their shopping cart versus if someone has maybe $100 in their shopping cart, if you wanna give them a better offer to close that deal you can control based on the value of what’s in their cart and tons of other things that you can look at whether that’s location or number pages have look at or number of times they’ve been to your site so you can create all of these different campaigns without having them actually overlap and really distract from the overall experience.

Sarah: Okay and then it looks like you also have the A/B testing where you can see which converts better?

Josh: Yeah so the A/B testing is really cool, We use that on our own site all the time when we’re testing new messaging or different offers and yeah that’s a really simple way to just create a couple of different variations of the same campaign and see which one is gonna perform better so whether that’s testing out different offers maybe you’re testing like a 10% off versus a free shipping or you could test out just design so different colors things like that or even different triggers and segmentation rules so you may wanna say should I show this 30 seconds in or should I show this at five seconds. You can get run tests like that you just wanna ideally isolate one single variable that you’re testing but it’s a really simple thing to do that can get some nice results and I can point you in the right direction.

Sarah: Okay and then you also have email marketing. Is that available for the free plan or is that just an extra add on or how does that work?

Josh: Yeah sure so yeah most people know us for our pop ups so we actually launched an email marketing tool as well and that’s an additional paid feature and yeah there’s sort of like four elements to what our email marketing product can do so the first one is your basic newsletters where you can just send an email to all of your contacts pretty standard email marketing stuff but we also allow you to create behavioral segments within that so if you wanna send an announcement say to everyone who signed up for yourblack friday sale you could do that, if you wanna just send an announcement just to people who haven’t been on your website in the last 30 days, you could do that so the same additional functionality there in addition and that’s because we’ve already installed on your site we’re tracking a lot of things or were able to access that information and apply it to your emails. In addition for those people who are on Shopify or a Big Commerce we offer abandoned cart emails and those are really powerful so basically the way that works is that anyone who has opted in to your email or if we know who they are and they come to your site they add something in their cart and they leave without completing their purchase we could email that person a reminder or even a series of emails trying to drive them back to your site to complete the purchase and a lot of any cart solutions will focus really on which actually called check out abandonment. Imagine from a shopper perspective and browse around, and as soon as you go to a check out as part of that check out process they’ll ask you for your email address and you can check a box to opt in. That’s the only way and then you amend it that’s sort of the only way that those check out an email to be triggered but with Privy it’s actually really cool because we already know who you are if you signed up for an email list at any time we can send those abandoned cart emails to anyone even if they never make the check out. I don’t know you but I often will add to the cart, leave but not ever getting to check out so really expand the pool of people who are eligible.

Sarah: That’s grea. I see on the website words like check out versus cart abandonment and I’m like “what’s the difference?” but that explained it for me.

Josh: Right yeah most people really don’t understand the difference and it’s sort of talked about as if it’s the same thing but ultimately it’s really not it’s very limiting that they only about check out. But it’s a pretty cool thing that we do and then the last one is follow up emails which is your brand new for us so in addition to whatever transaction email someone might get or they make a purchase we can use that purchase event to trigger one or more emails maybe an hour later or a day later. I do different things in a lot of cases a lot of our customers will send just a nice thank you note from the CEO of the company thanking them for the purchase. You can confirm what we bought if you want you can to pull in an order summary and then a lot of times they’ll ask for a review in that context or maybe do a series where three days later they’re recommending additional products or something like that so just a bunch of different ways to make it really easy to trigger to send them some of the email marketing emails.

Sarah: Yeah and the one thing I really like is that you have a free plan available which pretty much I don’t think anybody has or at least they don’t offer the features for the free plan that’s currently the plan.

Josh: Yeah it’s cool because I think for us we’re a relatively small company and we’re entrepreneurs ourselves and we think it’s really important that people just starting out who aren’t getting a lot of foot traffic in their stores can take advantage of some really cool tools. We talk about all the time yeah just ’cause you’re small doesn’t mean you shouldn’t have access to really great marketing technology so that’s something that’s really important to us. We see a ton of people who get a lot of value out of our free plan and then ultimately when they wanna take advantage of some of that segmentation that I was talking about before or the email marketing stuff they’re ready to upgrade but for new businesses just getting started starting to build an audience we think it’s super important to let them do that for free.

Sarah: Another thing I like is that you’re able to implement it on multiple websites ’cause it seems like a lot of the other companies you can only put it on maybe one website or three websites or the different plans are divided up that way like this plan you can only do one website, this one three, whatever, but it looks like with you, you can put it on any number of websites and really all that matters is how many website visitors you have total is that correct?

Josh: Correct so yeah we see people who they’re trying to start three things to figure out what’s gonna work best and again we don’t wanna penalize anyone for doing that so we’ll just sort of total of the pages there and figure that out but again we wanna put people who are just figuring stuff and I think that it’s certainly varies a bit not for example those spin to win campaigns work really well in some cases and so off brand in other cases. I think for most people we see really three things that are most valuable so the first is just like having a nice welcome pop up so whether it’s five or ten seconds after someone arrives reading them and on brand way encouraging them to join your email list in exchange for whether it’s 10% off or they’re giving the reason to sign up so those are great it’s like the most basic thing ever but they perform really well. The other two things certainly cart abandonment emails and then what we call a cart saver pop up is also really valuable so these trigger a pop up so basically when someone appears to be leaving a site so their mouse to say moving towards the X to close out of browser or go to a back button that can trigger a pop up. It works a little bit differently on mobile with similar concepts and so you can use that in emails before people do this but what we call these cart savers leverage that to say okay you’ve got a certain value in your cart you’ve already got and we’ll put this on to the cart page or some people will give me a special offer to complete the purchase today right so maybe up that offer or whatever the right messaging is but you can really speak to people in that moment if you’re using your triggers, so instead of just sort of a generic don’t leave for my email list you can say you’ve already had something to your cart complete your purchase today and get to really allow you to have that more contextual message and those are really powerful.

Sarah: Wow I didn’t even realize about that one so is that a feature within the segmentation or how do you set that up?

Josh: Yeah so the exit attempt trigger is available in any of our plans it’s just a setting when you’re designing your pop up you can choose time based, scroll based, or exit attempt and or any combination of those things and then the cart where you’re targeting based on what’s in someone’s cart is part of our page segmentation. These marketing products and then we’re also doing a lot of work which we hope to release this year just around reporting so understanding the emails you’ve captured, what kind of revenue is associated with that or with your partner emails, what sort of revenue is associated with that. We know people really wanna understand the value that they’re getting from these email addresses. It’s not so we’re investing in that and just some overall ease of use enhancements to our platform.

Sarah: Earlier we were talking about email marketing and you were saying that the segmentation or whatnot is on the paid plans but is there also any when I go the pricing did I say like 3000 email maybe this will change but 3000 emails?

Josh: Oh yeah so with that, those are the included in our free plan are auto responder emails so those are the emails that go out when someone signs up for an offer they join your list you can configure a single email to automatically go out to that person so confirming their sign up or if you’re offering a discount code we can include that discount code right in there and those are included in any of our plans.

Sarah: Okay yeah thanks for clearing that up ’cause I was kind of confused about the difference there. I guess you integrate with most email platforms and e commerce platforms?

Josh: Yeah anyone who is not using our own email marketing tool we do integrate with almost every email marketing platform that’s out there so a part of any of these steps these pop ups or other forms we can set it up so that it automatically syncs that new contact right over to your email marketing provider when the MailChimp or Constant Contact. We have really solid integration with all of those. We have a really really deep integration with Shopify and Shopify POS as well as Big Commerce and then some easy to use integrations that require a little bit of manual work and frankly you can drop our code into a WordPress site or HubSpot Site. There’s really no limit to it. There’s a little bit of varying functionality but we definitely believe that being integrated everywhere is important as people switch. So for example our own site used to be a Square Space site now it’s a HubSpot Site and we just brought our five accounts over one or the other we just moved that code it was really easy to do and that way we’re not losing any of that data going forwar.

Sarah: Okay yeah and it looks like you also integrate with some Facebook marketing platforms and cart abandonment services and retargeting services?

Josh: Yeah so we can think to any number of different systems whether it’s a retargeting platform or whether it loyalty programs and we have a bunch that have direct integrations as well as through Zapier we can connect to thousands of additions.

Sarah: Alright well I think you answered pretty much all my questions but if there’s anything else you’d like to speak about…

Josh: So I think the one thing I always like to talk about is just the importance of building an email list. It’s something that as marketers, as entrepreneurs, it’s like social media is a sexier thing and there’s a lot more talk about it and paid ads and all of that but at the end of the day the only two things that you actually own are your website and your email list and getting people to opt in to your email list and grow your business that way is something that a lot of people sort of forget about along the way or they say they’ll do it later but doing that as you launch your store or your website is really foundational to building up your business over time so that’s my little soap box thing I always like to include but and we’d love for you to get started with Privy.

Sarah: Well I really appreciate your time today and all that information I think it’ll be useful for my audience.

Josh: Great. Glad to do it.

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