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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
Once A Nice To Have,
Now A Must-Have
How One Brand is Leveraging
Omnichannel Lifecycle Marketing
Today’s Logistics
Kerry Mallett
Content Strategist
Recording & slides will be in your inbox
tomorrow
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!
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+
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future
Our Speakers
EMILY CLARKSON
Senior Director, Lifecycle
Marketing
HEIDI PAUER
Strategist, Lifecycle
Marketing
CAROLINE HUNTER
VP, Growth
Simply Put, We Make
Beach Days Better.
Together.
Our Products
● Made from 100% Turkish Organic Cotton
● Packaged with sustainability in mind
● Expanding from beach to home
○ Bath Towels, Blankets, Kitchen and
more!
Because Sand Cloud is the ocean’s number one fan,
10% of all profits go toward non-profit organizations
on the frontlines of marine conservation.
7
8
5 Key Areas of Focus
How to utilize
SMS, 0P/1P
data, and
testing
AI is not
stealing your
job!
Using Lifecycle
data to drive
more revenue
from other
channels
Leverage your
technology
fully
KPIs that are
most important
for growth
9
Lifecycle Marketing Summit
HOW TO INNOVATE, INTEGRATE, AND ECONOMIZE
ACROSS YOUR MESSAGING CHANNELS
Agenda
● The Sand Cloud Lifecycle Journey
● A Look Back
● Where We Are Today
● How We Got There
● Where We Are Going
● 5 Checks For Success
● Q&A
10
What Lifecycle Marketing Channels are
you currently leveraging?
● Email
● Email + Onsite
● Email, Onsite, + SMS
● Email, Onsite, SMS, Mobile App
● A different combination - let us know in the chat!
POLL
The Sand Cloud
Lifecycle Journey
12
Batch and Blast
Email Marketing
Campaigns
Lifecycle Journey
AUG 2016
Launched SMS Program
JAN 2020
Sand Cloud x Tinuiti
Partnership to align
and grow Email
FEB 2020
Flagship Store
Opens in Venice,
CA
AUG 2022
Email, SMS,
Onsite, and App
working together
TODAY
Tinuiti begins to manage
Sand Cloud SMS program
SEPT 2020
Launched Sand Cloud
App
MAY 2023
13
A Look Back
14
The Early Days
15
STRATEGY
● Emails were heavily discounted
● Sent to all subscribers
● Very little testing
● Limited workflows
● Focus was on driving revenue and
traffic to the website
RESULTS
● Worked in the beginning, but then
subscribers started to only buy when
we had discounts on emails
● High opt out rates and limited
engagement due to lack of
segmentation
Where We Are Today
16
Where We Are Today
17
STRATEGY
● Email, SMS, Onsite, and App work
together to provide subscribers with
optimal user experience
● Yes, we still have occasional discounts
but that is not the main focus of our
marketing but rather promoting
products, story telling, and the Sand
Cloud mission
● Advanced segmentation and dynamic
content are used to get the right
message to the right subscriber at the
right time
RESULTS
● Let's get into it!
Results
RESULTS SINCE TINUITI PARTNERSHIP
● Continued Revenue Growth YoY
○ 620% increase in Rev/Del
○ 247% increase in
Conversion Rates
○ 126% increase in Average
Order Value
● 214% Increase in Active List Size
18
How We Got There
19
Screenshot
Acquisition
Onsite Overlay (Spin to Win)
● #1 way we collect new email and sms
subscribers
● Drives about 20% of lifecycle revenue
each month
● Success is really driven by other
ecommerce channels driving traffic to
the website
Other Methods
● Back in Stock and Coming Soon
● Checkout - Make sure you are collecting
Email and SMS consent
● Footer Widgets
● Partnerships
● Giveaways
20
21
Cohesive Messaging Strategy
Made it Easier for
Subscribers to Shop
22
STRATEGY
● Create Brand Awareness
● Segment our sends based on
location & engagement
○ Venice: 150 miles from
the store
○ App: Active Audience
○ Amazon: Non
Purchasers
RESULTS
● Drove high engagement
& increased revenue
● Amazon: 105% increase
in CTR compare to
standard campaign
Cross Promoted Channels
PROMOTE SIGN UP FOR SMS IN EMAILS
● We send this theme quarterly to those who are not currently
subscribed to our SMS program
● Keep it light, playful and fun - while providing the subscriber a benefit
to give us their information and join our program
● Not only does this grow our SMS subscriber list and drive revenue - it
also provides us with the opportunity to save on our budget
○ When users are subscribed to both email and sms we can test
which channel they are going to perform stronger in and lean
on that channel more heavily
■ For example our Abandon Cart Email has a 21%
increase in conversion rate compared to our sms. For
those that are subscribed to both, we can send the
email and then if they do not convert follow-up with an
sms.
23
Screenshot
Screenshot
Leveraged our Data
PREVIOUS BATH BUYERS
For this SMS campaign we segmented based on past
purchase history. Those who have purchased bath products
received an SMS prompting them to add to their collection.
Subscribers who have not purchased bath received copy
explaining the benefits of the collection.
RESULTS
● Highest performing bath SMS to date
● +60% increase in click rate compared to non
segmented sms campaigns
24
Where We Are Going
25
● Continue to have cohesive messaging between
our digital channels
● Expand Push Notifications by launching additional
workflows and campaign calendars
● Leverage our Data by continuing to test and let
our findings drive our growth
● Optimize our Budgets by sending the right
message, to the right subscriber, in the right
channel, at the right time
Where we are
Going
26
5 Checks for Success
Your Must Have Lifecycle Marketing Checklist
Acquisition
Don’t just set it and forget it. Update onsite prompts and test to learn what works
best for your audience. Plus make sure you are collecting subscribers at checkout.
Cohesive Messaging
Having email is no longer enough. You need to be utilizing email, sms, and onsite
(plus mobile app as a bonus) and have these channels complement each other and
not compete.
Make Shopping Easy
Provide your subscribers with a benefit to purchase your product. Use Lifecycle to
drive retention and not one and done buyers. To do this you need to keep your
audience informed, educated, and engaged.
Drive Internal Growth
Cross promote your lifecycle channels to allow subscribers to sign up for their
preferred method of communication.
Use Your Data
Chances are you have more data available than you know. By utilizing your data you
are able to create dynamic content blocks, segment based on subscription status
and subscriber behavior (such as: past purchases, engagement, site activity, etc.),
and if available utilize predictive analytics. Overall by using data to drive your growth
this will help reduce cost and keeps your budgets lean.
27
Schedule Your
Consultation
with a Lifecycle
Expert
Q&A
EMILY CLARKSON
Senior Director,
Lifecycle Marketing
HEIDI PAUER
Strategist, Lifecycle
Marketing
CAROLINE HUNTER
VP, Growth
30
The 2023 Privacy
Study
HOW US CONSUMERS REALLY FEEL ABOUT
ONLINE PRIVACY AND MARKETING IN 2023
ACCESS NOW
Thank you!
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

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Once A Nice To Have, Now A Must-Have: How One Brand is Leveraging Omnichannel Lifecycle Marketing

  • 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. Once A Nice To Have, Now A Must-Have How One Brand is Leveraging Omnichannel Lifecycle Marketing
  • 3. Today’s Logistics Kerry Mallett Content Strategist Recording & slides will be in your inbox tomorrow 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 HEIDI PAUER Strategist, Lifecycle Marketing CAROLINE HUNTER VP, Growth
  • 7. Simply Put, We Make Beach Days Better. Together. Our Products ● Made from 100% Turkish Organic Cotton ● Packaged with sustainability in mind ● Expanding from beach to home ○ Bath Towels, Blankets, Kitchen and more! Because Sand Cloud is the ocean’s number one fan, 10% of all profits go toward non-profit organizations on the frontlines of marine conservation. 7
  • 8. 8
  • 9. 5 Key Areas of Focus How to utilize SMS, 0P/1P data, and testing AI is not stealing your job! Using Lifecycle data to drive more revenue from other channels Leverage your technology fully KPIs that are most important for growth 9 Lifecycle Marketing Summit HOW TO INNOVATE, INTEGRATE, AND ECONOMIZE ACROSS YOUR MESSAGING CHANNELS
  • 10. Agenda ● The Sand Cloud Lifecycle Journey ● A Look Back ● Where We Are Today ● How We Got There ● Where We Are Going ● 5 Checks For Success ● Q&A 10
  • 11. What Lifecycle Marketing Channels are you currently leveraging? ● Email ● Email + Onsite ● Email, Onsite, + SMS ● Email, Onsite, SMS, Mobile App ● A different combination - let us know in the chat! POLL
  • 13. Batch and Blast Email Marketing Campaigns Lifecycle Journey AUG 2016 Launched SMS Program JAN 2020 Sand Cloud x Tinuiti Partnership to align and grow Email FEB 2020 Flagship Store Opens in Venice, CA AUG 2022 Email, SMS, Onsite, and App working together TODAY Tinuiti begins to manage Sand Cloud SMS program SEPT 2020 Launched Sand Cloud App MAY 2023 13
  • 15. The Early Days 15 STRATEGY ● Emails were heavily discounted ● Sent to all subscribers ● Very little testing ● Limited workflows ● Focus was on driving revenue and traffic to the website RESULTS ● Worked in the beginning, but then subscribers started to only buy when we had discounts on emails ● High opt out rates and limited engagement due to lack of segmentation
  • 16. Where We Are Today 16
  • 17. Where We Are Today 17 STRATEGY ● Email, SMS, Onsite, and App work together to provide subscribers with optimal user experience ● Yes, we still have occasional discounts but that is not the main focus of our marketing but rather promoting products, story telling, and the Sand Cloud mission ● Advanced segmentation and dynamic content are used to get the right message to the right subscriber at the right time RESULTS ● Let's get into it!
  • 18. Results RESULTS SINCE TINUITI PARTNERSHIP ● Continued Revenue Growth YoY ○ 620% increase in Rev/Del ○ 247% increase in Conversion Rates ○ 126% increase in Average Order Value ● 214% Increase in Active List Size 18
  • 19. How We Got There 19
  • 20. Screenshot Acquisition Onsite Overlay (Spin to Win) ● #1 way we collect new email and sms subscribers ● Drives about 20% of lifecycle revenue each month ● Success is really driven by other ecommerce channels driving traffic to the website Other Methods ● Back in Stock and Coming Soon ● Checkout - Make sure you are collecting Email and SMS consent ● Footer Widgets ● Partnerships ● Giveaways 20
  • 22. Made it Easier for Subscribers to Shop 22 STRATEGY ● Create Brand Awareness ● Segment our sends based on location & engagement ○ Venice: 150 miles from the store ○ App: Active Audience ○ Amazon: Non Purchasers RESULTS ● Drove high engagement & increased revenue ● Amazon: 105% increase in CTR compare to standard campaign
  • 23. Cross Promoted Channels PROMOTE SIGN UP FOR SMS IN EMAILS ● We send this theme quarterly to those who are not currently subscribed to our SMS program ● Keep it light, playful and fun - while providing the subscriber a benefit to give us their information and join our program ● Not only does this grow our SMS subscriber list and drive revenue - it also provides us with the opportunity to save on our budget ○ When users are subscribed to both email and sms we can test which channel they are going to perform stronger in and lean on that channel more heavily ■ For example our Abandon Cart Email has a 21% increase in conversion rate compared to our sms. For those that are subscribed to both, we can send the email and then if they do not convert follow-up with an sms. 23
  • 24. Screenshot Screenshot Leveraged our Data PREVIOUS BATH BUYERS For this SMS campaign we segmented based on past purchase history. Those who have purchased bath products received an SMS prompting them to add to their collection. Subscribers who have not purchased bath received copy explaining the benefits of the collection. RESULTS ● Highest performing bath SMS to date ● +60% increase in click rate compared to non segmented sms campaigns 24
  • 25. Where We Are Going 25
  • 26. ● Continue to have cohesive messaging between our digital channels ● Expand Push Notifications by launching additional workflows and campaign calendars ● Leverage our Data by continuing to test and let our findings drive our growth ● Optimize our Budgets by sending the right message, to the right subscriber, in the right channel, at the right time Where we are Going 26
  • 27. 5 Checks for Success Your Must Have Lifecycle Marketing Checklist Acquisition Don’t just set it and forget it. Update onsite prompts and test to learn what works best for your audience. Plus make sure you are collecting subscribers at checkout. Cohesive Messaging Having email is no longer enough. You need to be utilizing email, sms, and onsite (plus mobile app as a bonus) and have these channels complement each other and not compete. Make Shopping Easy Provide your subscribers with a benefit to purchase your product. Use Lifecycle to drive retention and not one and done buyers. To do this you need to keep your audience informed, educated, and engaged. Drive Internal Growth Cross promote your lifecycle channels to allow subscribers to sign up for their preferred method of communication. Use Your Data Chances are you have more data available than you know. By utilizing your data you are able to create dynamic content blocks, segment based on subscription status and subscriber behavior (such as: past purchases, engagement, site activity, etc.), and if available utilize predictive analytics. Overall by using data to drive your growth this will help reduce cost and keeps your budgets lean. 27
  • 29. Q&A EMILY CLARKSON Senior Director, Lifecycle Marketing HEIDI PAUER Strategist, Lifecycle Marketing CAROLINE HUNTER VP, Growth
  • 30. 30 The 2023 Privacy Study HOW US CONSUMERS REALLY FEEL ABOUT ONLINE PRIVACY AND MARKETING IN 2023 ACCESS NOW
  • 32. 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