Zero- and first-party data isn’t going anywhere – and while you know that, you may not have a comprehensive strategy for it yet. You’ve probably spotted inefficiencies across your messaging channels and are keen to convert that into opportunities to optimize for conversions – but you haven’t gotten there yet. And, like all marketers, you’re also likely highly concerned with getting the most performance out of every dollar you spend. All of the above elements of lifecycle marketing are no longer just nice-to-have, but a need-to-have in order to succeed now and future proof your strategy. The good news is that our experts know how to navigate these challenges and opportunities and partnered with some of our favorite industry experts to share their insights.

1. Lifecycle Marketing Summit
How to Innovate, Integrate, and Economize Across Your Messaging Channels
DAY 1 | WEDNESDAY, JUNE 7TH
Once A Nice To Have, Now A Must-Have: How One Brand is
Leveraging Omnichannel Lifecycle Marketing
10 – 10:45am PT | 1 – 1:45pm ET
The Most Important KPIs to Really Drive Your
Lifecycle Program
11 – 11:45am PT | 2 – 2:45pm ET
Lifecycle as an Engine to Power Other Channels:
A Panel Discussion
12 – 12:45 pm PT | 3 – 3:45pm ET
DAY 2 | WEDNESDAY, JUNE 14TH
Lifecycle and AI: Where We’re At and Where We’re Going
10 – 10:45am PT | 1 – 1:45pm ET
How to Keep Up Your Creative Testing After
Budget Cuts
11 – 11:45am PT | 2 – 2:45pm ET
Leveraging Your Tech Stack – Migration Execution:
Best Practices for Both
12 – 12:45 pm PT | 3 – 3:45pm ET

2. The Most Important
KPIs to Really Drive
Your Lifecycle
Program

3. Today’s Logistics
Kerry Mallett
Content Strategist
Recording & slides will be in your inbox
tomorrow
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 Speakers
KELLY HOSTER - VAN LENTE
Senior Manager, Lifecycle
Marketing
GEORGIA
GKOLFINOPOULOU
Marketing Strategist

7. Agenda
● The Landscape Has Changed – Let’s Dive
Into How
● So Where Do We Go From Here?
● Driving Customer Loyalty in the Post-MPP
● Q&A
7

8. Have Your Lifecycle KPIs Changed
Or Shifted In The Age Of Privacy?
● Yes, they have
● We are in the process of shifting our KPIs
● No, they have not
POLL

9. The Landscape Has
Changed
9

10. 10
One Year Later: iOS 15’s Impact
MPP IMPACT ON INDUSTRY OPEN RATES
● Key findings in industry data have reported that,
as of October 1, 2022, open rates in the 11
months since the release are 93.6% higher than
during the same period the year before* due to
more users adapting to the MPP feature.
● Since the update, most brands have seen a
steady month over month shift in open rate.
Depending on your ESP’s methodology for
measurement, this often has resulted led to the
large jump in year over year metrics.
* Omnisend Report October 2022

11. 11
Know Your ESP…
Includes anyone
who has
registered an
auto open ever
Total opens can include anyone
that has a true open + anyone
who registered a machine
open.
Excludes anyone who has
registered an auto open in
the last 7 days
Includes anyone
who has opened
via Apple Mail
Adjusted open
rates cannot be
used to filter lists Adjusted open rate
includes anyone with at
least one open event, but
excludes anyone with only
1 open event that is
attributed to a
pre-fetched image
Read rates may
be deflated due
to the pre-load of
images
Does not include multiple
opens or opens from users
who have images turned off,
but can include pre-fetched
and proxied email opens

12. So Where Do We Go From
Here?
12

13. Privacy Rules & Precautions
● Workflows needing open related action before sending a follow-up campaign
● A/B Testing Subject lines and choosing the winner only based on open-rates
● Creating segments based on opens to differentiate between engaged and
disengaged
● Unsubscribing customers with a history of low or no opens
A few things might be at risk due to Apple’s Privacy changes!

14. Other Metrics To Consider
● Click-Through Rate
● Unsubscribes
● Direct Replies/Responses - Purchase, form completion etc.
● Conversion Rate
● Spam/Bounce Rates
● Delivery Rate
● Revenue Per Campaign
There’s more to determine a successful campaign than just the Open Rate.

15. 15
Clicks are even more
important
● Measuring success of the content
● Segmenting and targeting content
● Listening for consumer behavioral
cues
● Identifying inactive records
● Driving traffic and conversion
actions

16. 16
Clicks As Predictor Of Success
KPI CLICKERS OPENERS
PURCHASERS
OR NEW <90
DAYS
REMAINING
Open Rate 47.09% 57.63% 43.54% 0.98%
Click Rate 1.31% 0.15% 0.47% 0.06%
Revenue/Delivered $0.0360 $0.0050 $0.0210 $0.0020
Sample data from Tinuiti client testing
PURCHASERS/
NEW <90 DAYS
CLICKED <120 DAYS
ALL ELSE
AUDIENCE
OPENED <90 DAYS

17. 17
Clicks Can Be A Key Clue To Understand Consumer
Interests
● Click data can provide significant
insight into what a consumer is
interested in (or not interested
in).
● This provides an opportunity to:
○ Use this data for better
targeting content to the
consumer in the future
○ Unlock key insights into
what consumers are
interested in that might not
be apparent in other ways.

18. Screenshot
Cross-Channel Marketing
Less time spent on building
segmented emails
Increase in email list
75%
233%
The average industry open rate
2x
The women-led media brand expanded into new markets and grew their
email list from 30,000 to 100,000 in less than 12 months

19. Driving Customer Loyalty in
the Post-MPP

20. 42%
35%
32%
49%
Current Consumer State
It’s Time to Truly Personalize Your Messaging
Frustrated that
messages don’t
recognize their
shopping or loyalty
history..
Annoyed by
irrelevant content
or offers
...or by messages
based on
information that
hadn’t shared
directly with the
brand
Frustrated that
messages don’t
reflect their wants
or needs

21. The Retail Customer Journey
“What do my
friends suggest?”
“I need a new
pair of shoes”
“Who offers
the best value
exchange”
“Earn points to redeem for
just answering questions”
“Able to create my
own, unique shoes”
“Opportunity to be part
of a community”
“A brand that goes beyond
the transaction”
“Redeem points for
exclusive experiences”
Need to
Purchase
Research
Options
Sign
up
Onboard
& Educate
Engage
& Reward
Transact
& Redeem
Repeat
Example Of How One of Marigold’s Retail Clients Collect Data Today

22. The Importance of Zero-Party Data
Observe behaviours
Desired change - transactional
v non transactional
Reveals Wants & Needs
What products are important?
Captures preferences
What and when?
Describes Audiences
Who are my customers / prospects?
Powers insights
Evaluation and optimisation
Drives Communications
Campaign planning
Informs targeting
Who we need to reach
Enables personalisation
What they need to hear

23. Screenshot
Screenshot
Create customer insights to further enhance
experiences
Inform the experiences with omni-channel
brand interactions
Create authentic, personalised experiences
Data Enrichment & Value Exchange
Build rich segments that activates the data
collected to deepen relationships
$5.6M
Sales
tracked to
the
campaign
100k
Zero-party
data records
collected

24. Nurturing 1:1 Relationships
Relationship
Building
Foster a continuous value exchange with the
customer
Engage with them at the right time
Unify loyalty and marketing
Know all that is knowable about the
customer

25. Screenshot
Personalized Experiences: Just-in Time Marketing
Just-in-Time Marketing provides the capability to:
● Listen and react to user signals on the web, online
store, and mobile app.
● Personalize the customer experience.
● Support online actions via messaging.
● Ensure the right incentives and offers are in place
for each user.
Implementing Just-in-Time Marketing has a significant positive
impact on:
● Customer engagement.
● Expanding opportunities to cross-sell and up-sell.
● Improving triggered interactions' effectiveness and
conversion rates.
39%
increase in conversion
rates after partnering with
Sailthru
35%
increase in average time
spent on-site for
Magnolia's email
subscribers

26. Loyalty & Retention
Grow Your
Database
Build Consumer
Profiles
Unify Your
Datasets
Segment &
Analyze
Cross-Channel
Engagement
Personalization
At Scale
Reward Loyalty
Foster
Advocacy
Loyalty
Member
Retained
Customer
Known
Customer
Unknown
Consumer
The Marigold Consumer Trends Index for 2023 revealed that:
● 59% of consumers are happy to pay more to purchase from their favored
brands.
● This number has risen 4% since 2022.
Building loyalty is about emotion and connection. To achieve this:
● Lean into recognizing each customer's actions, transactional or other.
● Determine how to incentivize your customers to take easy and trackable
actions.
● Offer value above and beyond the purchase.
● Use all of your data streams to understand customer behavior in-depth.
If you have built a profile on a customer that includes psychographic data:
● You should have the intelligence needed to make them your best friend.
● This is the state where loyalty kicks in and lifetime value is measurable.

27. Key Takeaways
1. Know Your ESP and the Measurement
Methodology
2. Be Aware of Potential Changes to Workflows
and Segmentation Strategy
3. Collect & Analyze Data That Matters
4. Personalize Your Messaging & Leverage
In-Time Marketing
5. Foster Loyalty and Brand Advocacy

28. Schedule Your
Consultation
with a Lifecycle
Expert

29. Q&A
KELLY HOSTER - VAN LENTE
Senior Manager, Lifecycle
Marketing
GEORGIA
GKOLFINOPOULOU
Marketing Strategist

30. 30
The 2023 Privacy
Study
HOW US CONSUMERS REALLY FEEL ABOUT
ONLINE PRIVACY AND MARKETING IN 2023
ACCESS NOW

31. Thank you!

32. Lifecycle Marketing Summit
How to Innovate, Integrate, and Economize Across Your Messaging Channels
DAY 1 | WEDNESDAY, JUNE 7TH
Once A Nice To Have, Now A Must-Have: How One Brand is
Leveraging Omnichannel Lifecycle Marketing
10 – 10:45am PT | 1 – 1:45pm ET
The Most Important KPIs to Really Drive Your
Lifecycle Program
11 – 11:45am PT | 2 – 2:45pm ET
Lifecycle as an Engine to Power Other Channels:
A Panel Discussion
12 – 12:45 pm PT | 3 – 3:45pm ET
DAY 2 | WEDNESDAY, JUNE 14TH
Lifecycle and AI: Where We’re At and Where We’re Going
10 – 10:45am PT | 1 – 1:45pm ET
How to Keep Up Your Creative Testing After
Budget Cuts
11 – 11:45am PT | 2 – 2:45pm ET
Leveraging Your Tech Stack – Migration Execution:
Best Practices for Both
12 – 12:45 pm PT | 3 – 3:45pm ET