Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends. The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.

1. The 2022 D2C
Summit
DAY 1 - WEDNESDAY, APRIL 27TH
How to Succeed Across Channels with
Omnichannel Marketing
10am PT | 1pm ET
Consumer Data is a Treasure Trove
Put it to Use in Your Lifecycle Marketing
10:35am PT | 1:35pm ET
The Ecommerce Trends Every D2C Brand Needs to
Know
11:10am PT | 2:10pm ET
DAY 2 - THURSDAY, APRIL 28TH
Subscribe Now: How Subscriptions Can Drive
Recurring Revenue & Customer Loyalty
10am PT | 1pm ET
Beyond Email: How Loyalty Programs and SMS Can
Help You Win the Hearts and Minds of Consumers
10:35am PT | 1:35pm ET
Looking to Evolve your Business Beyond D2C? Here’s
the Playbook.
11:10am PT | 2:10pm ET

2. Subscribe Now
How Subscriptions Can Drive Recurring
Revenue & Customer Loyalty

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
DIANA LOZANO
Strategist, Affiliate

7. Agenda
● The Subscription Economy
● What is Affiliate Marketing?
● How Can Affiliate Marketing Support
a Subscription Model
● Affiliate Strategy
● Key Takeaways and Getting Started
7

8. Are you currently using a
subscription program?
● Yes I am!
● I am working on implementing one
● I am not!
POLL

9. Do you utilize an affiliate program?
● Yes I am!
● I am working on implementing one
● I am not!
POLL

10. Affiliate Marketing &
The Subscription Economy
10

11. “The UBS financial services firm predicts
that this ‘subscription economy’ will
grow to $1.5 trillion by 2025, more than
double the $650 billion it’s estimated to
be worth now (2021).”
The Washington Post
11
SUBSCRIPTIONS AND D2C

12. Why is a Subscription Model
Beneficial to DTC Brands?
DTC Benefits:
● Recurring and consistent revenue.
● Relationship driven partnership with customers
vs transactional relationships.
● Larger access to data on customer preferences
and ability to cater to them.
● Fosters customer loyalty.
● Easier to forecast and predict sales and revenue.
● The typical US consumers has 2-3 subscriptions,
according to The Washington Post.
12
12

13. Hypothetical Beauty and Food & Beverage
Subscription Models
Food and Beverage Brand
● Recurring Auto-Delivery of food & beverage
items of customers’ choice.
● Provides subscribers a discount on their
preferred products.
● Subscribers can get perks such as Birthday
gifts, free samples, exclusive access to new
product launches.
● Sells products with Auto-Delivery or
subscription model already included.
Makeup & Beauty Brand
● Recurring Auto-Delivery of shoppers’ favorite
beauty products at a discounted price.
● Allows shoppers to customize their
subscription baskets on a regular basis and
provide recommendations.
● Provides subscribers with recurring perks.
● Introduces new product launches as freebies
to increase product demand.
● Brands are able to customize their subscription
offering to match their value proposition.
13
BRAND
X
BRAND
Y

14. What is Affiliate Marketing?
14

15. Affiliate Marketing Definition
“A framework that rewards
partners - affiliates - who drive
quality leads and sales to the
brand they work with. Essentially,
a way to pay partners”
15

16. Affiliate Lifecycle Process
Affiliates publish the
promotion/link to brand in
their respective formats
Second
Sale is recorded in the
affiliate network and affiliate
is credited a % of the sale as
commission
Fourth
Brand/promotion is
supported by a text link
within the affiliate network
First
Customers click on the affiliate link, an
affiliate tracking experience starts and
customer makes a purchase
Third
16

17. Benefits of Affiliate Marketing
DEMAND
Between, 2015-2020 the
search for “affiliate
marketing” has rose 200%
with peak hitting Dec 2020
INVESTMENT
More than 80% of brands
have active programs and
use them to engage new &
existing customers
GROWTH
With an annual 10%
increase, the industry is
expected to scale to be a
$8 billion market
RETURN
Brands typically see a
larger return, 12:1 ROAS,
due to its outcome based
model
+200% 80% $8B 12:1
Sources: Affiliate Marketing Statistics 2022 - 99firms | https://truelist.co/blog/affiliate-marketing-statistics/ 17

18. How can
affiliate help
brands drive
subscriptions?
Questions and Potential Challenges
● Does the brand have an affiliate program set up?
● What are the brand’s main KPIs?
● What are the key actions to focus on?
● What are the different the tracking capabilities
of each network?
● What is the brands’ technical bandwidth?
18

19. Affiliate Marketing & the Subscription Model
● Track subscription through
affiliate networks (i.e Rakuten,
CJ, Impact, Pepperjam).
● Automatically pass back
subscription data to the network
or manual batch in of
transactions.
● Substantial tracking and
analytics highly recommended
for successful subscription
program.
● Set a baseline rate for
subscriptions.
● Subscriptions can be paid at
regular affiliate baseline or at a
higher CPA rate.
● Subscription payments follow
the regular affiliate life cycle
payment
● Increase commission rates for
subscription transactions.
● Bonus partners a flat fee amount
per subscription.
● Secure paid and unpaid
placements for additional
visibility
● Create exclusives for first time
sign-ups
Track Performance Pay Publishers Incentivize Subscriptions
19

20. Analytics Tracking
KPIs to Include in Analytics Tracking
● Number of total Subscriptions driven by channel
● Number of subscriptions driven by publisher.
● Net new subscribers vs reactivated subscribers.
● Subscription revenue.
● Set up comprehensive analytics dashboard.
20
Why is Analytics Important for Subscription?
● Provides visibility
● Ability to build a strategy based on real and accurate data.
● Ability to track results from strategic partnerships
and exposure
● Ability to test and track results in real time.
“Customized reporting allows us to hone
in and identify trends within your data to
optimize our media efforts as effectively
and efficiently as possible. The data is
always available, right at your fingertips,
refreshes daily, and enables our team to
find those data driven insights to continue
to reach your business goals.”
- Katelynn Inman
Director of Business Development, Analytics

21. Implement
subscription tracking
in affiliate network
Affiliate Subscription Strategy
Subscription
Tracking
Set up a substantial analytics
system to track meaningful
subscription KPIs
Set up Analytics
Set up a CPA rate for
subscription transactions and
add incentives if needed.
Set up Payment
Structure
Foster strong relationships
with content partners for
subscription support
Content
Relationships
Repeat successful
exposure.
Re-Invest
in Winners
Actively and consistently
communicate the subscription
model to publishers
Publisher
Communication
Secure paid and unpaid exposure
with key publishers. Promote
sitewide messaging and
subscription specific messaging.
Secure
Exposure
21

22. Placement and Results
22
Affiliate Paid Placements - Impact on Subscriptions
Partner
Paypal Deals
Solo NL Placement
Secured a solo email placement
Solo deployed to a 4M audience
and promoted sitewide sale
Top Subscription driver of the
day - with 100% incremental
subscriptions.
Capital One & Rakuten
Rewards
Price Drop email with Capital One
and HP exposure on Rakuten
Rewards
Supported sitewide sale.
op performing day of the year in
revenue and # of subscriptions.
Capital One Solo NL and HP exposure. No sitewide sale was pushed.
Top AD driver on that day with
51 ADs driven and a 50% lift DoD
Rakuten Rewards
Flash Cashback Events
Participated on multiple flash
cashback events throughout the
year
Main driver is the increased CB.
Top performing event was on
1/10
1/10 was the top revenue day in
Jan with a 72% lift DoD and top
6th AD driving day of the year
Content Partners
Dedicated and round up inclusions
Communicated AD messaging year
round to top funnel partners
Received organic content
dedicated articles on National
Post and USA Today
These dedicated articles
continue to drive awareness and
ADs for Keurig
Placement Results
Details

23. Placement and Results
23
Affiliate Paid Placements - Impact on Subscriptions
Partner
Paypal Deals
Solo NL Placement
Secured a solo email placement
Solo deployed to a 4M audience
and promoted sitewide sale
Top Subscription driver of the
day - with 100% incremental
subscriptions.
Capital One & Rakuten
Rewards
Price Drop email with Capital One
and HP exposure on Rakuten
Rewards
Supported sitewide sale.
Top performing day of the year
in revenue and # of
subscriptions.
Capital One Solo NL and HP exposure. No sitewide sale was pushed.
Top AD driver on that day with
51 ADs driven and a 50% lift DoD
Rakuten Rewards
Flash Cashback Events
Participated on multiple flash
cashback events throughout the
year
Main driver is the increased CB.
Top performing event was on
1/10
1/10 was the top revenue day in
Jan with a 72% lift DoD and top
6th AD driving day of the year
Content Partners
Dedicated and round up inclusions
Communicated AD messaging year
round to top funnel partners
Received organic content
dedicated articles on National
Post and USA Today
These dedicated articles
continue to drive awareness and
ADs for Keurig
Placement Results
Details

24. Placement and Results
24
Affiliate Paid Placements - Impact on Subscriptions
Partner
Paypal Deals
Solo NL Placement
Secured a solo email placement
Solo deployed to a 4M audience
and promoted sitewide sale
Top Subscription driver of the
day - with 100% incremental
subscriptions.
Capital One & Rakuten
Rewards
Price Drop email with Capital One
and HP exposure on Rakuten
Rewards
Supported sitewide sale.
Top performing day of the year
in revenue and # of
subscriptions.
Capital One Solo NL and HP exposure. No sitewide sale was pushed.
Top subscription driver on that
day with a 50% lift DoD
Rakuten Rewards
Flash Cashback Events
Participated on multiple flash
cashback events throughout the
year
Main driver is the increased CB.
Top performing event was on
1/10
1/10 was the top revenue day in
Jan with a 72% lift DoD in
subscriptions
Content Partners
Dedicated and round up inclusions
Communicated subscription
messaging year round to top funnel
partners
Received organic content
dedicated articles on different top
media outlets.
These dedicated articles
continue to drive awareness and
subscriptions for the brand.
Placement Results
Details

25. Key Takeaways &
How to Get
Started The affiliate channel can successfully support a
subscription business model.
● Implementation of subscription tracking
in the affiliate network.
● Set up a payment strategy for subscription
transactions.
● Communicate the subscription program
to your publisher partners.
● Secure placements for subscription visibility.
25

26. Schedule Your
Consultation
with a D2C Expert
26

27. Q&A
DIANA LOZANO
Strategist, Affiliate
27

28. 28
Stay informed
on the future of
digital marketing
Visit our new content hub
➜

29. Thank you!

30. The 2022 D2C
Summit
DAY 1 - WEDNESDAY, APRIL 27TH
How to Succeed Across Channels with
Omnichannel Marketing
10am PT | 1pm ET
Consumer Data is a Treasure Trove
Put it to Use in Your Lifecycle Marketing
10:35am PT | 1:35pm ET
The Ecommerce Trends Every D2C Brand Needs to
Know
11:10am PT | 2:10pm ET
DAY 2 - THURSDAY, APRIL 28TH
Subscribe Now: How Subscriptions Can Drive
Recurring Revenue & Customer Loyalty
10am PT | 1pm ET
Beyond Email: How Loyalty Programs and SMS Can
Help You Win the Hearts and Minds of Consumers
10:35am PT | 1:35pm ET
Looking to Evolve your Business Beyond D2C? Here’s
the Playbook.
11:10am PT | 2:10pm ET