Email alone is not enough in your customer messaging strategy. Consumers don’t see channels. They see the brand and their relationship to it. So instead of messaging in silos, tackle your business goals with an integrated messaging approach that prioritizes the customer and provides a comprehensive and personalized communication journey. The good news? We are evolving too. Join us, plus partners and experts across lifecycle marketing: marketing automation platform Klaviyo, conversion optimization platform Justuno, SMS marketing platform Postscript, email service provider Sailthru, and cross-channel marketing platform Iterable, – plus our client City Mattress – to learn everything about the cycle of activation, nurturing, loyalty and reactivation.

1. DAY 1 - WEDNESDAY, JUNE 1
Because It’s Marketing, Not Farming: Eliminating
Silos for a Connected Lifecycle Marketing Strategy
10am PT | 1pm ET
The Advanced Lifecycle Marketer's Playbook
10:35am PT | 1:35pm ET
What’s New and What’s Next: Innovation in
Lifecycle Marketing
11:10am PT | 2:10pm ET
DAY 2 - THURSDAY, JUNE 2
Creating Moments of Delight: Strategically Utilizing
Creative Across Lifecycle Marketing
10am PT | 1pm ET
Session How to Drive Key KPIs Through your
Lifecycle Marketing Goes Here
10:35am PT | 1:35pm ET
Fireside Chat: How City Mattress Transforms Major
Life Events into Lifecycle Marketing Opportunities
11:10am PT | 2:10pm ET
Lifecycle Marketing & Messaging Summit
The Customer Journey Beyond Just Email

2. Because It’s Marketing,
Not Farming
Eliminating Silos for a Connected
Lifecycle Marketing Strategy

3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
by Friday morning
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!

4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speaker
EMILY CLARKSON
Senior Director, Lifecycle
Marketing

7. Agenda
● Lifecycle Marketing: The Personalized, Integrated
Way To Connect With Your Audience
● How We’ve Chosen to Evolve with Lifecycle Marketing
● Accomplishing A Personalized, Frictionless
Experience
● What Success Looks Like Through the Lifecycle
● Q&A
7

8. What Does Lifecycle
Marketing Mean To You?
Tell us in the chat!
POLL
8

9. The Personalized, Integrated
Way To Connect With Your
Audience
9

10. Lifecycle Marketing
10
THE PERSONALIZED, INTEGRATED WAY TO
CONNECT WITH YOUR AUDIENCE
Gone are the days when brands could rely solely on
email to communicate with their audience. In this new
era of marketing, consumers not only expect, but
demand top-shelf communications from the brands
they engage with.
If brands aren’t able to meet the standards of their
audience, they will struggle to grow and retain
loyal customers.
Lifecycle Marketing is the new standard. Harness
the power of 0P & 1P data to provide the kinds of
insights your brand can use to create a unified
messaging strategy across all screens to deliver
a 1:1 customer experience.
ON-SITE

11. Breaking the
Silos

12. Breaking The Silos Of Lifecycle Marketing Requires
Reducing Friction, Consistency, & Being Consumer-First
Email
Consistent brand messaging
DIAM
Meet the consumer
where they are
On-Site
Make purchasing easy
Lifecycle
Marketing
LECTUS
12
On-Site
Mobile
Email

13. REACTIVATION
NURTURE
Managing the Customer Lifecycle
13
Drive Acquisition
& List Growth
Welcome
& Educate
Behavioral &
Data Triggers
Reengagement
Promotion &
Calendar
Loyalty & LTV
ACTIVATION
CONVERSION

14. What Does Zero & First-Party Data Look Like?
14
PURCHASE HISTORY Inclusive of the
individual product purchased as well as
any category associated with that
product
SEARCH HISTORY Identify what terms
a user searched for on your site and
in-app
BROWSE HISTORY What products,
categories and other content landing
pages a user interacted with
CART HISTORY Products and
categories of items that users added to
their cart
PREFERENCES Variable information
available based upon preferences
available within preference center
SURVEY/QUIZ RESPONSES
Respondents answers to surveys with
variable information available based on
questions asked
LOCATION Users location based on
geolocation, shipping and/or billing
information provided
CAMPAIGN ENGAGEMENT What
campaigns and url’s users engaged with
CUSTOMER SERVICE INTERACTIONS,
LOYALTY PROGRAM AND REVIEWS
Outcomes and interactions with your
brand

15. How We’ve Chosen to
Evolve with Lifecycle
Marketing
15

16. - DELOITTE INSIGHTS (Sept. 2021)
“Welcome to the era of
consumer-to-business,
an individualized, increasingly digitized,
and complex shopping experience led by
the buyer rather than the seller.”
16

17. The Lifecycle Trio
Email Marketing Mobile Messaging On-Site Marketing

18. Accomplishing A
Personalized, Frictionless
Experience
18

19. What are we trying to do?
Make it easy for the customer!
Remove barriers between the
browsing and check-out time to
optimize the experience, and
placing the customer first
REMOVE
FRICTION
Great service, return options, tailored
recommendations, personalized
services… Automations can support
a customized experience.
SET THE BAR
HIGH
Think beyond the customer persona and
shift from one size fits all approach, identify
audiences based on 0P/1P data.
LEVERAGE
SEGMENTATION
REPEAT!
19

20. ID Your Lifecycle Journey
20
Welcome Series
(1st time purchasers)
Lapsed Purchaser
Cart Abandon
Replenishment
Never converted
Browse Abandon
Ratings and
Reviews
ACQUISITION, BRAND BUILDING RETENTION & ADVOCACY
PURCHASE
Re-engagement
(no interaction
with email)
Anniversaries
E-gift card
Reminder
Birthday Acquisition +
gift series
Cross-sell
categories
Refer-a-friend
Post Purchase
Product Care
VIP (Repeat
purchasers)
Post purchase
Thank you
Calendar/Daily Sends:
● Promotional
● Non-Promotional
Incorporate segmentation:
● Purchase data
● Engagement
● Loyalty status
● Demographics
● Preferences
BEHAVIORAL
Preferences selection
Loyalty /
Membership
series
Transactional Emails:
● Orders
● Shipping
● Membership
Welcome Series
(Prospects)

21. Layering in the channels
Lifecycle Marketing
EMAIL MOBILE ON-SITE
Long form options Urgent & Immediate Acquisition / Data
Complex Comms Targeted Contextually Conversion Driver
21

22. What are your biggest
pain points evolving your
lifecycle marketing?
Tell us in the chat!
POLL
22

23. What Success Looks Like
Through the Lifecycle
Data-First Strategy
Expanding into Channels
23

24. Using Data to Enhance Multichannel Triggers
+60% reactivation rates Multichannel Triggers
● Utilizing behavioral and engagement data
● Integrate messaging across channels
● Right time, right device
Use Case
An app client saw success in first purchase, repeat
purchase and app activations by targeting users based
on their behaviors across Email, In-App and Push.
*See Case Study on Tinuiti.com
24
DATA-FIRST STRATEGY

25. Using Data to Personalize Content
+12% Revenue, 8% CTR, 4% AOV Personalize content with data intelligence
● Tailor campaigns to subscriber preferences
● Connect with consumers on a personal level
● Show subscribers you’re relevant to them by
serving content based on their interests and past
purchase behavior.
Use Case
An large retail client developed cohorts based on affinity
towards certain products and categories. They then
served up individual’s ideal content coupled with relevant
products for additional cross sell opportunities.
25
DATA-FIRST STRATEGY

26. Incorporating SMS with Your Email Strategy
+56% YoY Revenue from SMS & Email in Q4 Compliment v Cannibalize
● You will see some cannibalization
● That’s ok because you’re meeting your consumers
where they prefer
● Align SMS with Email promotions and automation
timing to boost program vs deter users
● Utilize data & segmentation for best strategy
Use Case
By aligning SMS strategy with Email strategy (versus in
silos!) we see lifecycle program growth. When channels
work together both in messaging and timing it
encourages stickiness and brand loyalty overall.
26
EXPANDING INTO CHANNELS

27. Integrating Overlays into the Lifecycle
+53% Acquisition Rates YoY Creativity + Targeting
● Creative matters
● Collect the right data and the right amount
● Drive conversion with exit intent
● Test test test
Use Case
By testing different types of overlays and different conte
brands can increase acquisition and drive conversion.
Just like email can become stale over time without the
proper testing and optimization, so can overlays.
27
DATA-FIRST STRATEGY

28. 28
Key Takeaways
Meet your consumers where they are
There is no one-size-fits all approach to lifecycle marketing and
consumers know this - and remember, the buyers are leading!
Branch out from just Email into Mobile Messaging and On-Site
Marketing where you users can engage and convert more
easily.
You have more data than you think
0P/1P data come from direct user engagement with your brand.
Utilize this data to adjust your lifecycle marketing strategies to
each individual for a more personalized and easy-to-covert
journey.
Tailor everything
Personalization can be in the form of channel, device, message
and products. Lifecycle Marketing brings you closer to this
overall individualized customer experience and journey.
1
2
3

29. DAY 1 - WEDNESDAY, JUNE 1
Because It’s Marketing, Not Farming: Eliminating
Silos for a Connected Lifecycle Marketing Strategy
10am PT | 1pm ET
The Advanced Lifecycle Marketer's Playbook
10:35am PT | 1:35pm ET
What’s New and What’s Next: Innovation in
Lifecycle Marketing
11:10am PT | 2:10pm ET
Lifecycle Marketing & Messaging Summit
The Customer Journey Beyond Just Email
DAY 2 - THURSDAY, JUNE 2
Creating Moments of Delight: Strategically Utilizing
Creative Across Lifecycle Marketing
10am PT | 1pm ET
Session How to Drive Key KPIs Through your
Lifecycle Marketing Goes Here
10:35am PT | 1:35pm ET
Fireside Chat: How City Mattress Transforms Major
Life Events into Lifecycle Marketing Opportunities
11:10am PT | 2:10pm ET

30. Schedule Your
Consultation
with a Lifecycle
Marketing Expert

31. Q&A
EMILY CLARKSON
Senior Director, Lifecycle
Marketing

32. J U N E 7, 2 0 2 2 | N E W Y O R K C I T Y & V I R T U A L
R E G I S T E R F O R T H E L I V E S T R E A M
T H E N E W, N E W N O R M A L:
C H A O S, C O M P L E X I T Y, A N D C H A N G E

33. 33
Stay informed
on the future of
digital marketing
Visit our new content hub
➜

34. Thank you!

35. DAY 1 - WEDNESDAY, JUNE 1
Because It’s Marketing, Not Farming: Eliminating
Silos for a Connected Lifecycle Marketing Strategy
10am PT | 1pm ET
The Advanced Lifecycle Marketer's Playbook
10:35am PT | 1:35pm ET
What’s New and What’s Next: Innovation in
Lifecycle Marketing
11:10am PT | 2:10pm ET
Lifecycle Marketing & Messaging Summit
The Customer Journey Beyond Just Email
DAY 2 - THURSDAY, JUNE 2
Creating Moments of Delight: Strategically Utilizing
Creative Across Lifecycle Marketing
10am PT | 1pm ET
Session How to Drive Key KPIs Through your
Lifecycle Marketing Goes Here
10:35am PT | 1:35pm ET
Fireside Chat: How City Mattress Transforms Major
Life Events into Lifecycle Marketing Opportunities
11:10am PT | 2:10pm ET