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. What’s New and
What’s Next
Innovation in Lifecycle Marketing

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
KRISTIN FELICIANO
Associate Director, CRM &
Email
ZACH BAILEY
Lead Partner Success
Strategist
LAURA CARRIER
Retail, Data & Measurement
Strategy Consultant and Retail
Advisor
KARA MORIN
Customer Success Manager

7. Agenda
● Panel Discussion - Innovation in Lifecycle
Marketing
Personalization
Customized Journey
Retention Efforts
● Q&A
7

8. What do you see as the biggest
opportunity for your Lifecycle
Marketing program?
Let us know in the chat!
POLL

9. Are you currently utilizing zero-
and first-party data?
● Yes, 0P data
● Yes, 1P data
● Yes, both!
● No, I’m not using either
POLL

10. Lifecycle Marketing Definitions
Information that a customer intentionally shares with a company.
Information that a company collects via its own channels.
Potential customers interact with a company and learn more about its offerings.
Potential customers evaluate the offerings of a company and decide if it is the right fit.
Potential customers turn into actual customers by completing a purchase.
The series of interactions an individual has with a company.
Customer that purchases from a company repeatedly and/or takes the initiative to tell others about a company.
A company's ability to retain customers over time.
10
Zero-Party Data
First-Party Data
Engagement
Consideration
Conversion
Customer Journey
Loyalty
Retention

11. What Does Zero & First-Party Data Look Like?
11
PURCHASE HISTORY Inclusive of the
individual product purchased as well as
any category associated with that
product
SEARCH HISTORY Identify what terms
a user searched for on your site and
in-app
BROWSE HISTORY What products,
categories and other content landing
pages a user interacted with
CART HISTORY Products and
categories of items that users added to
their cart
PREFERENCES Variable information
available based upon preferences
available within preference center
SURVEY/QUIZ RESPONSES
Respondents answers to surveys with
variable information available based on
questions asked
LOCATION Users location based on
geolocation, shipping and/or billing
information provided
CAMPAIGN ENGAGEMENT What
campaigns and url’s users engaged with
CUSTOMER SERVICE INTERACTIONS,
LOYALTY PROGRAM AND REVIEWS
Outcomes and interactions with your
brand

12. ID Your Lifecycle Journey
12
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)

13. Schedule Your
Consultation
with a Lifecycle
Marketing Expert

14. Q&A
ZACH BAILEY
Lead Partner Success
Strategist
LAURA CARRIER
Retail, Data & Measurement Strategy
Consultant and Retail Advisor
KARA MORIN
Customer Success Manager
KRISTIN FELICIANO
Associate Director, CRM &
Email

15. 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

16. Thank you!

17. 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