Creative will be front and center for your audience, which is why it’s essential to approach content design from a performance perspective. Learn how to design with conversions in mind while leveraging creative and a strategic campaign plan. Discover how to elevate your brand’s calendar and campaign plan stand out in the inbox. Build a consistent visual experience with cross-channel storytelling and email marketing content best practices.

2. TINUITI & MAILCHART
PRESENTS:
How to Feel Confident About
Your Q4 Email Content &
Campaign Plan
TINUITI & JUSTUNO
PRESENTS:
11:00 – 11:45am PST 12:30 – 1:15pm PST11:45am – 12:30pm PST
TINUITI & KLAVIYO PRESENTS:
Email Personalization: Go From
Basic to Sophisticated This Q4

3. Persephanie Arellano
Webinar Coordinator
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4. Jenny Tran Lizzie Nirenberg

5. 4.

6. Poll Question
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7. Poll Question
● Basic
● Moderate
● Advanced
● Currently Not Using

9. Why DTC has become so popular
Connection Trust Quality

10. Consumers are favoring brands that do more than
just meet a need — they connect on a personal level

11. Personal
connections
matter — and
memorable
experiences
build lasting
relationships

12. How does one build a relationship?

13. LISTEN
ANALYZE/
UNDERSTAND
COMMUNICATE

14. Successful brands have figured out the art of
relationship building and are capitalizing on the opportunity
Convenience Trust Quality

15. They're taking ownership of their growth by controlling the customer
experience and the marketing channels they’re delivered in.
We call this Owned Marketing.

16. Owned Marketing leverages your brand’s
most valuable asset — your customer data

17. ● Frequently
views
women’s
sandals
● VIP Customer
● Frequently
views men’s
shoes
● Buys at least
once a month
Customer data
fuels analyses —
creating building
blocks for
personalized
marketing

18. Customer data
fuels analyses —
creating building
blocks for
personalized
marketing
Holiday
Campaign

20. Klaviyo research shows 46% of consumers are
shopping from and engaging with new brands.
Brand discovery is at an all-time high
46%
With an influx of new customers in Q2 and beyond, many brands
already have the foundation for a successful holiday season… but
now is the time to understand the contacts you already have.

21. Cyber Weekend sales are driven by consumers who
engaged with the brand prior to Q3 that same year
Relationship-based personalization is key.
Especially leading up to this year’s cyber weekend...
60%

22. 22%
Email driven revenue is up 86% compared to the
pre-COVID time.
Email performance is through the roof
86%
Increase in
open rates 43%Increase in
email clicks 60%Increase in revenue
per recipient

23. How to start building relationships through email NOW
Listen
Pop-up Forms
Quizzes / Surveys
Integrated Technologies
Customer Behavior
Email Data
Communicate
Personalized Messaging
Personalized Imagery
Personalized Send TImes
Analyze
Develop Segments
Leverage Predicted Analytics

25. Conquering Q4: Email Personalization
Reference the product category.
Get your new favorite pants before they’re gone!
Or even more specific & reference the item product type.
Get your new favorite jeans before they’re gone!
Include the shopper’s first name.
[Lizzie], you forgot something!
Other segments to consider when personalizing subject lines...
● First-time shopper vs. Repeat purchaser
● High vs. Low cart value
● High rollers vs. Frugal Fannies
● Browsing / Purchase history
● Predictive analytics (gender, expected next order)

26. Conquering Q4: Email Personalization
increase clicks as much as 30%

27. Conquering Q4: Email Personalization
Messaging
Imagery

28. Conquering Q4: Email Personalization
Imagery
Product
Recs

29. Conquering Q4: Email Personalization
Timing
Imagery

30. Conquering Q4: Email Personalization
Products
Imagery
Local Offers
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● City names
● Landmarks
● Weather or climate

31. Conquering Q4: Email Personalization
Products
Imagery
Local Offers
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● Different products
● Ways to use your product
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32. Conquering Q4: Email Personalization
Products
Imagery
Local Offers
● In-store sales
● Holiday hours
● Store re-openings & closings
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33. Conquering Q4: Email Personalization
Source

34. Conquering Q4: Email Personalization

35. Conquering Q4: Email Personalization

36. Conquering Q4: Email Personalization
Purchased
Products

38. How to Take Action Now

41. Jenny Tran Lizzie Nirenberg

42. tinuiti.com/content