Email isn’t dead — in fact, with privacy changes, it’s even more important to your marketing funnel and building your first-party data. In this panel, we partner with text message marketing solution Attentive, email service provider Sailthru, and our mutual client, running equipment company Brooks, to talk about the impact of privacy on lifecycle email marketing, changing consumer preferences in email, SMS, and ecommerce, and our predictions for 2022.

1. Rethink Lifecycle
Email and SMS
Marketing
2022 Digital Marketing Panels

2. Today’s Logistics
Mallory Corrigan
Partner Marketing Coordinator
Recording & slides will be in your inbox
shortly after the session
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3. 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+

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

5. Our Speakers
MONICA DERETICH
Retail Industry Advisor
JACQUELYN BURNSIDE
Senior Manager,
CRM & Email
EMILY CLARKSON
Director, CRM & Email
CARLY HORN
Senior Partner Manager
AUDRA BEUTLER
CRM and Email Marketing
Manager

6. Agenda
● Panel Discussion
● Your Questions, Answered By Our Experts
6

7. Which channel will be your
largest investment in 2022?
● Email
● SMS
● Push
● In-App Messaging
● Other / Technical Infrastructure
POLL

8. What are the most
common themes and
lessons from 2021?
PANEL DISCUSSION

9. Forces of Change
PANDEMIC
Rise of ecommerce, ongoing
supply chain challenges,
customer behavior shifts
SOCIAL VALUES &
SUSTAINABILITY
Conscious consumerism, brand
values focus
PRIVACY
Apple IOS privacy updates,
GDPR, data protection acts for
CA, VA & CO, Google cookie
deprecation….the list goes on
and on and will continue...

10. Be Ready to Pivot
Be ready to pivot! Brooks
wanted to encourage
runners to buy early to
combat customer
frustration in regards to
shipping delays and
limited inventory.

11. What are your
recommendations on what
to take from these lessons?
What should brands +
marketers do in 2022?
PANEL DISCUSSION
11

12. Touch one of a post purchase series
targeting purchasers of the Brumate
BackTap. The goal of the email was
education and engagement, with a soft
upsell to accessories.
Success!
Open Rate: 48.1%
Click/Open Rate: 12.7%
Click/Delivered Rate: 6.1%

13. What are your predictions
for 2022 within privacy?
PANEL DISCUSSION
13

14. 57%
iOS 15 adoption as of
December 10, 2021
Review your audience to see what %
of your list is impacted

15. What are your predictions
for 2022 within SMS?
PANEL DISCUSSION
15

16. Despite decreased promotions during
2021 Black Friday/Cyber Monday,
Brooks saw an 92% increase in SMS
revenue YOY due to robust SMS strategy.
+92%
YOY Cyber 5

17. What are the largest
opportunities for 2022?
PANEL DISCUSSION
17

18. Collect and harness zero and first party data
50% increase
in customer
lifetime value
40% reduction
in mobile subscriber
acquisition cost
28% reduction
in desktop subscriber
acquisition cost

19. Take advantage of all channels
Take advantage of all the great
work your other channels are doing
to drive traffic to the site.
Show an overlay to new customers
(design desktop and mobile
versions), with an enticing offer to
help grow your email list.
Be aware that contests have a
tendency to attract quantity over
quality leads. You’ll need an
engagement program to assess
quality of such leads if you go that
route.

20. What are some early
successes you’ve seen
with BFCM from this year?
PANEL DISCUSSION
20

21. Cyber Week 2021 Recap: Brands Generated $830M From
SMS, Doubling Revenue From 2020

22. Brands Sent Over 1 Billion Text Messages

23. Schedule Your
Consultation
with an Lifecycle
Email & SMS
Marketing Expert

24. Sailthru powers cross-channel marketing
and personalization at scale across email,
web, and mobile for the world’s most
innovative and fastest growing retail and
ecommerce brands.
Our marketing automation platform uses
unique customer profiles and machine
learning algorithms to help marketers easily
deliver relevant, personalized content to
their customers.
The leader in cross-channel marketing
Email & The
Customer Identity

25. Access the innovative strategies used by the best
performing brands
Texts We Love
Texts We Love is our
customer SMS showcase.
With Texts We Love, we
hope to highlight the most
unique and creative text
messaging examples from
leading brands.

26. Q&A

28. Thank you!