Zero- and first-party data isn’t going anywhere – and while you know that, you may not have a comprehensive strategy for it yet. You’ve probably spotted inefficiencies across your messaging channels and are keen to convert that into opportunities to optimize for conversions – but you haven’t gotten there yet. And, like all marketers, you’re also likely highly concerned with getting the most performance out of every dollar you spend. All of the above elements of lifecycle marketing are no longer just nice-to-have, but a need-to-have in order to succeed now and future proof your strategy. The good news is that our experts know how to navigate these challenges and opportunities and partnered with some of our favorite industry experts to share their insights.

1. Lifecycle Marketing Summit
How to Innovate, Integrate, and Economize Across Your Messaging Channels
DAY 1 | WEDNESDAY, JUNE 7TH
Once A Nice To Have, Now A Must-Have: How One Brand is
Leveraging Omnichannel Lifecycle Marketing
10 – 10:45am PT | 1 – 1:45pm ET
The Most Important KPIs to Really Drive Your
Lifecycle Program
11 – 11:45am PT | 2 – 2:45pm ET
Lifecycle as an Engine to Power Other Channels:
A Panel Discussion
12 – 12:45 pm PT | 3 – 3:45pm ET
DAY 2 | WEDNESDAY, JUNE 14TH
Lifecycle and AI: Where We’re At and Where We’re Going
10 – 10:45am PT | 1 – 1:45pm ET
How to Keep Up Your Creative Testing After
Budget Cuts
11 – 11:45am PT | 2 – 2:45pm ET
Leveraging Your Tech Stack – Migration Execution:
Best Practices for Both
12 – 12:45 pm PT | 3 – 3:45pm ET

2. How To Keep Up Your
Creative Testing After
Budget Cuts

3. Today’s Logistics
Kerry Mallett
Content Strategist
Recording & slides will be in your inbox
tomorrow
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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
ERIC MILLER
Director, Lifecycle Marketing
NADINE PASHAK
Strategist, Lifecycle Marketing

7. Agenda
● Why testing is important
● Testing strategies to use right now
● How to take action now
● Q&A
7

8. How would you rate your current
testing strategies?
● Basic (subject line, sender name)
● Moderate (images, design, layout)
● Advanced (segmentation, sending cadence)
● Currently Not Using (but we know we should be)
POLL

9. What is the top challenge you are
facing that inhibits your testing plan?
● Knowing what tests to run
● Limited resources to execute
● Interpreting the data
● Not seeing results from past tests
POLL

10. Why Testing Is Important
10

11. Why A/B Testing Is Important
Percent of
companies that
perform A/B testing
on their email
campaigns
59%
Average revenue per
unique visitor can
increase by
up to 50%
50%
Email conversion
can improve by up to
49% from
conducting A/B
tests
49%
11
Sources: EnterpriseApps Today, VWO, Campaign Monitor

12. Testing Methodology Reminder
EXECUTE TRUE A/B SPLITS
● Compare a test variation against a control group
● Focus on a single variable to yield the most actionable results
● Avoid multivariate testing as it tends to introduce too much complexity and potential for erroneous results
NORMALIZE AGAINST EXTERNAL NOISE
● Run any single test at least 4-5 times to normalize data and ensure consistency
● Ensure you’re not making changes to your email program that were influenced by incorrect drivers
EVALUATE AND INCORPORATE RESULTS
● Results are evaluated after a test has completed
○ While some tests show initial metrics of success, it’s essential that a statistical difference is seen at the
completion of the test run
● To capitalize on your learnings, consider where else in your marketing program these results could be relevant
whether that is another email campaign or another iteration of a similar email test
12

13. Testing Strategies To Use
Right Now
13

14. What To Test
BUILDING ON BASIC TESTS
● Subject line → preheader
● Sender name → pair this with different
segments for extra boosts in performance
● Send time → offset times
CREATIVE TESTS
● Short vs. long templates
● Reformatting the layout
● Adding evergreen banners or product grids
● Text link vs. button CTA
14

15. Screenshot
15
Testing Time
● Time of day
● Day of the week
● Campaign duration
● Seasonal Timing
Landing Pages
● Homepage vs. Product/Category page
● Headlines
● Landing page images
Going Beyond Creative Itself

16. Screenshot
Screenshot
16
Testing Opportunities
● Timing: test the best time of day to send your SMS
messages
○ This will differ from what you see in email
● Frequency: test how often you’re sending SMS
● Message content: test different variations of your SMS
message content
● Call-to-action: test different copy in your CTA or test
asking for a reply vs. clicking a CTA link
● Personalization: test personal elements such as using
recipient's name, location or content based on their
consumer behavior
Overall, SMS testing is an important part of optimizing your
mobile marketing campaigns. By testing different elements
of your SMS messages, you can improve your engagement
rates and drive better results.
What Can We Do With SMS?

17. How To Take Action Now
17

18. Setting Up Your Test
1. Identify A Variable
To Test
2. Create Variations
3. Setup Within Your
Platform
4. Analyze Your Results
18

19. Identifying Your
Variable
19
● Resist the temptation to test more than one
variable at a time
● Define your goals
● Identify the variable to test
● Use a large enough sample size
○ Ensures results are statistically
significant
● Test multiple times, ideally 3-5 times
○ Helps uncover trends, reduces noise,
and can help achieve statistical
significance
Testing one variable at a time helps avoid confusing
results and provides a clearer picture of what’s
working and what’s not. This can help when it
comes to making more informed decisions and
optimizing marketing efforts over time

20. Creating Variations
20
Testing Ideas
● Subject line variations can include
personalization, length, emojis or $ vs %
● Sender names can include brand, status,
personalization
● CTA can include design, placement, copy,
etc.
● Personalization can vary in sender name,
subject line and even email creative
● Timing can vary based on time of day,
timezone or day of week
Shop Now Try it on!
I’m in
Discover
VS

21. Setup Within Your
Platform
21
● Most platforms include A/B test functionality
○ If not, ensure that you randomly split
your list
● Verify test size. Minimum recommendation is
10k in each test variation, though more is
better
● Reduce potential noise by sending at the
same time, from the same IP and domain, etc

22. Analyzing Your Results
22
● Allow enough time for results to compile
● Run all results through a statistical significance
calculator
○ Recommend using a 95% confidence interval
● Only use calculated metrics to determine winner
● Run tests multiple times to confirm results
● Implement winning strategy based on data, iterate, and
optimize

23. A/B Testing Dos & Don’ts
Creative testing dos
● Setting clear goals
● Testing one variable at a time
● Analyzing and using data to inform decisions
What to avoid
● Testing too many variables at once
● Cutting tests too short
● Ignoring qualitative feedback
23

24. Case Studies
24

25. During Q3 a beauty brand began testing Model Vs. Product imagery in emails with
inconclusive results.
Tinuiti recommended a segmentation strategy where the audience for A/B tests is
controlled in a testing segment. To get an impartial result, brand split their
controlled testing segment lists randomly 50/50. By using a segmented test
audience of the same subscribers (I.E. Purchasers, Non-Purchasers, Loyalty, etc.)
beauty brand was able to reach more conclusive results for A/B tests.
A/B Testing Segmentation Strategy Increases
Conversions
25
Hero images that
featured PRODUCT
saw a higher CTR
than heroes with a
model image.
RESULTS
+5.2%
CTR
PRODUCT hero
images drove +4.1%
more conversions
per delivered than
model images.
+4.1%
Conversions

26. Challenge: Brooks Running US wanted to determine what types of content should be
linked in their redesigned email header to generate more engagement.
Solution & Results: Tinuiti ran a series of A/B tests that found having links to
“Women’s” and “Men’s” categories rather than “Shoes” and “Apparel” led to a 64%
increase in click rates while also improving revenue per delivery by 10%.
Brooks Running US Optimizes Its New
Header Through A/B Testing + 64%
Increase in Click
Through Rate
+ 10%
Increase in Rev/Del

27. A speciality optics retailer became interested in
testing mobile-responsive emails
Increase
click-to-open and
click-delivered rate
~40% of the
speciality optic
retailer’s audience
opens via mobile
on a regular basis
GOALS EXECUTION
Selected 2-3 key emails
for testing
Code email A to be fully
responsive on mobile
devices/smaller screens;
code email B to be
mobile-friendly
TAKEAWAY
While
mobile-responsive
emails increased
engagement,
results were not
initially statistically
significant.
Additional testing
has been
recommended
Increase in CTOR for
mobile-responsive
emails compared to
mobile-friendly
RESULTS
+4.9%
A/B Test: Responsive Emails
27
Increase in CTR for
mobile-responsive
emails compared
to mobile-friendly
+5.1%

28. In Summary:
The Case for
Testing Regularly
1. Improves conversion rates
A/B testing allows you to test different
variations of your campaigns. By identifying
the most effective campaign, you can improve
your conversion rates and drive better results.
2. Provides actionable insights
A/B testing provides valuable insights into your
audiences preferences and behaviors. Gain a
better understanding of what resonates with
your audience and use that information to
inform future campaigns.
3. Increases ROI
Optimize your marketing campaigns to
generate better results; leading to a higher
return on investment.

29. Schedule Your
Consultation
with a Lifecycle
Expert

30. Q&A
ERIC MILLER
Director,
Lifecycle Marketing
NADINE PASHAK
Strategist,
Lifecycle Marketing

31. 31
The 2023 Privacy
Study
HOW US CONSUMERS REALLY FEEL ABOUT
ONLINE PRIVACY AND MARKETING IN 2023
ACCESS NOW

32. Thank you!

33. Lifecycle Marketing Summit
How to Innovate, Integrate, and Economize Across Your Messaging Channels
DAY 1 | WEDNESDAY, JUNE 7TH
Once A Nice To Have, Now A Must-Have: How One Brand is
Leveraging Omnichannel Lifecycle Marketing
10 – 10:45am PT | 1 – 1:45pm ET
The Most Important KPIs to Really Drive Your
Lifecycle Program
11 – 11:45am PT | 2 – 2:45pm ET
Lifecycle as an Engine to Power Other Channels:
A Panel Discussion
12 – 12:45 pm PT | 3 – 3:45pm ET
DAY 2 | WEDNESDAY, JUNE 14TH
Lifecycle and AI: Where We’re At and Where We’re Going
10 – 10:45am PT | 1 – 1:45pm ET
How to Keep Up Your Creative Testing After
Budget Cuts
11 – 11:45am PT | 2 – 2:45pm ET
Leveraging Your Tech Stack – Migration Execution:
Best Practices for Both
12 – 12:45 pm PT | 3 – 3:45pm ET