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
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

2. The Advanced
Lifecycle Marketer's
Playbook

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 Speakers
EMILY CLARKSON
Senior Director, Lifecycle
Marketing
LIZZIE ANDREW
Senior Manager of
Ecosystem Marketing

7. Agenda
● Setting the Stage for Lifecycle Marketing to
Shine
● Putting Lifecycle Marketing into Action
● Customer-First Marketing
● How To Plan, Build, And Scale Your
Strategies
● Q&A
7

8. How strong would you rate your
Lifecycle Marketing program?
● Beginner
● Somewhere in the middle
● Advanced
POLL

9. Setting the Stage for
Lifecycle Marketing to
Shine
9

10. REACTIVATION
NURTURE
Managing the Customer Lifecycle
10
Drive Acquisition
& List Growth
Welcome
& Educate
Behavioral &
Data Triggers
Reengagement
Promotion &
Calendar
Loyalty & LTV
ACTIVATION
CONVERSION

11. ID Your Lifecycle Journey
11
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)

12. Putting Lifecycle
Marketing into Action
12

13. The Lifecycle Marketing Trio
13
EMAIL MARKETING MOBILE MESSAGING ON-SITE MARKETING

14. Map Your Existing Program

15. A Continuous Action Plan
Launch the first version
BUILD
Crawl, walk, run
PLAN
Use metrics to listen to
what your customers are
telling you
OBSERVE & LEARN
Update your plan based on
the metrics and build again
ITERATE
15

16. Start Small & Focus on Proven Strategies
Welcome Abandonment - Cart & Browse Post Purchase
SMS T1:
Client Name: You left
(product name) behind!
Check out now: (cart url).
Text STOP to opt-out.
SMS T2:
Client Name: Get 10% off
when you checkout in the
next 48 hours! Use ode:
CART10 (cart url). Text STOP
to opt-out.

17. Customer-First Marketing
17

18. 18
2022 © Klaviyo Confidential
Customer-First Marketing
is a strategy that puts the
wants and desires of your
customers behind every
experience you create.

19. Observe & Learn
19

20. The inspiration phase is where you learn
directly from the people you’re marketing
to (surveys, interviews, quizzes) to deeply
understand who they are. The key is to
look for patterns within insights.
● Loyal customers
● One-time purchasers
● Subscribers who haven’t purchased
● Lapsed or unhappy customers
SEGMENTS TO CONSIDER
OBSERVE & LEARN

21. ● Marea CEO has taken customer feedback to a new
level – dedicating 15 minutes to loyal customers, 1:1
● Once someone has been subscribed for 3 months, an
automated flow is triggered in Klaviyo to extend an
invite for a 1:1 zoom call (using a calendly link)
CUSTOMER EXAMPLE
Marea Wellness
The inspiration phase is where you learn
directly from the people you’re marketing
to (surveys, interviews, quizzes) to deeply
understand who they are. The key is to
look for patterns within insights.
OBSERVE & LEARN
“There’s a point where
you are no longer your
brand, where your
brand is really defined
by the people who
purchase from you.”

22. Build
22

23. BUILD
Take your customers’ feedback and use it
to bring new experiences to life for your
brand. During this phase, you’ll also
identify what data you’ll leverage to craft
these experiences—or begin to collect it.
“The quiz is a new approach to product
education that was based off of a general
question that we kept receiving.”
-Monica Grohne, founder of Marea Wellness

24. BUILD
Take your customers’ feedback and use it
to bring new experiences to life for your
brand. During this phase, you’ll also
identify what data you’ll leverage to craft
these experiences—or begin to collect it.
● three ships has established a customer advisory
board that is comprised of their most loyal customers.
Their feedback often leads to many advancements in
their GTM strategy and marketing
● One successful idea was building discounted bundles.
They did this by looking at both store data and
customer feedback.
CUSTOMER EXAMPLE
three ships

25. Iterate + Automate
25

26. ITERATE + AUTOMATE
● Demographic
● Geographic
● Acquisition source
● Browsing / cart history
● Purchase history
● Predicted data
SEGMENTATION IDEAS
Personalization is
about understanding
what someone wants,
when they want it,
and how they want to
receive it.
● Imagery
● Subject lines
● Timing
● Channel
● Messaging
● Product recs / positioning
WHAT TO PERSONALIZE
This phase is where you measure the
success of experiences, iterate, then
automate – with the ultimate goal of
creating wide-reaching experiences that
feel like they’ve been personally tailored to
each individual recipient

27. ITERATE + AUTOMATE
● Using location data, the brand positioned their
product for different uses based on the region’s
weather for that time of year
● On the left, you’ll see the image that was used for
customers in warmer climates. On the right, the beach
towel has been exchanged for an eye catching
tapestry – to appeal to colder climates in the winter
CUSTOMER EXAMPLE
SAND CLOUD
This phase is where you measure the
success of experiences, iterate, then
automate – with the ultimate goal of
creating wide-reaching experiences that
feel like they’ve been personally tailored to
each individual recipient

28. Once you figure out how best to segment
your audience, apply those thoughtful
groups to automations you have set up.
Conditional splits to consider:
● Website entry point
● First-time vs. repeat purchaser
● Prefers email vs. SMS
● International customer
● Demographic information
PERSONALIZING FLOWS
Welcome Series
ITERATE + AUTOMATE
SMS T1:
Client Name: Thanks for your order
+ welcome to our family! We’re so
excited you’re here. Keep an eye
out for shipping updates! Text
STOP to opt-out.
SMS T2:
Client Name: We’re constantly
launching new products! Shop Our
New Arrivals Here: LINK
SMS T3:
Client Name: Take 15% off your
next purchase for 3 days only!
Hurry & Shop Now: LINK

29. Conditional splits to consider:
● First-time vs. repeat purchaser
● Cart value
● Number of items
PERSONALIZING FLOWS
Cart Abandonment
Once you figure out how best to segment
your audience, apply those thoughtful
groups to automations you have set up.
ITERATE + AUTOMATE

30. Your Brand Journey to Lifecycle Marketing
Launch your new program
components
BUILD
Map out your existing
program + pair with
upcoming business goals
PLAN
What story is your data
telling you?
OBSERVE & LEARN
Continue to test, enhance and build
more for your lifecycle marketing
ITERATE
30

31. Where To Begin?
● Build a journey map
● ID key gaps to drive
engagement and revenue
● Evaluate cadence and touch
points between email and
SMS
● Test SMS vs MMS for lift
● Incorporate more SMS touch
points + On-Site overlays (and
In-App/Push if applicable)
● Develop strategies for using
0P/1P data more effectively
● Build a journey map
● ID key gaps to drive
engagement and revenue
● Onboard SMS and implement
for urgent touches
● Launch On-Site Overlays for
acquisition & to collect 0P/1P
data
● Build a journey map
● ID key gaps to drive
engagement and revenue
● Implement 0P/1P data
strategies
● Incorporate more overlays
(exit, banner, data collecting)
● Execute sends based on
customer preferences
● Test!
● Expand your data knowledge
to other digital channels
Beginner Middle Advanced

32. Schedule Your
Consultation
with a Lifecycle
Marketing Expert

33. Q&A
EMILY CLARKSON
Senior Director, Lifecycle
Marketing
LIZZIE ANDREW
Senior Manager of
Ecosystem Marketing

34. 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

35. Thank you!

36. 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