The document outlines an agenda for the Advanced Email Marketing Summit occurring on June 22nd and 23rd. The summit will include presentations and case studies on leveraging first-party customer data to improve email marketing performance and drive sales across marketing channels. Specific sessions will cover using customer data for personalized experiences, dynamic content in emails, setting up an integrated marketing technology stack, and analytics to optimize email performance. A client case study will showcase how sharing first-party data between email, CRM and paid media improved engagement, conversions, and revenue.

1. The Advanced Email
Marketing Summit
DAY 1 - TUESDAY, JUNE 22ND
Email to Cross-Channel: Delivering the Ultimate
Personalized Customer Experience
10-10:45am PT | 1-1:45pm ET
Leverage Live Content to Create Dynamic Emails
10:50-11:35am PT | 1:50-2:35pm ET
Client Case Study: Using First-Party Data for Paid
Media Campaigns
11:40-12:25pm PT | 2:40-3:25pm ET
DAY 2 - WEDNESDAY, JUNE 23RD
Setting up a Martech Stack for Your Email Success
Panel
10-10:45am PT | 1-1:45pm ET
Upleveling your Email Experience with
Personalization and ESPs
10:50-11:35am PT | 1:50-2:35pm ET
Utilizing Email Analytics to Improve Performance
11:40-12:25pm PT | 2:40-3:25pm ET

2. Client Case
Study:
Using First-Party Data for Paid
Media Campaigns

3. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

4. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 800+
4
*AdAge Best Places to Work 2019-2021

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speakers
JORDAN PALUCH
Strategist, CRM & Email
JACKIE RIVERA
Strategist, CRM & Email

7. Agenda
● Case study 1 - Advanced Behavioral
Targeting
● Case study 2 - Using First Party Data in
Lifecycle Marketing
● Q&A
7

8. Does your email program sync
with your other channels?
● Yes, we have seamless integrations
● There are some integrations but we have
room to improve
● No, everything is siloed!
POLL

9. Advanced Behavioral
Targeting
CASE STUDY 1
9

10. Goal
Use advanced targeting to better connect users with
products that fit their needs, for a client with a large
inventory of highly specialized products
● Benefit:
○ Proven positive revenue impact when
more specific segmentation in place
● Challenge:
○ Incomplete data
○ Low level of self reporting

11. Solution: Behavior Based
Segmentation
● Building out targeted segments based on...
○ Past purchase data
○ Behavior data in email to measure user interest
(specific clicks)
○ Other intent indicators
● Next Step:
○ How can we use what we’ve build to further business goals?

12. Client carries millions of products
across large and highly specialized
product categories.
We wanted to target subscribers
based on the specific brand they
were interested in to better allow for
cross-sell and upsell opportunities.
CHALLENGE
The CRM & Email team developed segments for their major
brands carried within the client’s ESP based on their previous
purchase activity as well as click activity in other email
campaigns.
SOLUTION SUMMARY
Leveraging purchase data and behavior within other email campaigns to
deliver better targeted content to email subscribers
Revenue vs.
previous targeting
methodology
Click to open rate
increase from
segmented content
+63%
EARLY FINDINGS
+41%
12
CRM Retargeting Using
User Behavior
Performance data Client Segmentation Test
(1/28/21)

13. iOS 14.5 Impact
What changed with iOS 14.5:
● Apple now allows users to opt out of cross-app
tracking, making it more difficult to learn user
characteristics and behavior for audience building
Impact on Paid Media:
● Decrease in audience sizes and events firing
○ Retargeting, lookalikes, interest-based, RSLA,
Customer Match etc.
● Performance fluctuations due to less visibility
How Email/ CRM can Help:
● Increased CRM Efforts to close the gap for loss to
custom audience scale, retargeting, etc
● 1P Data Infrastructure

14. With clear lift in
performance for email
campaigns with adjusted
audience segmentation,
we’re confident sharing 1P
data to paid media will
continue to show positive
trends due to enhanced
personalization
Paid Media Data Test
14
Objective: Utilize audiences created by the Email team
to support paid media campaigns
Success: Creating a cross channel data strategy that
shows lift to engagement and conversion metrics

15. Clicks
15
The Results So Far...
*Data from May 1 - May 23 2021 vs. 2020
Conversions Revenue ROAS Conversion
Rate
INCREASED ENGAGEMENT, CONVERSIONS, AND REVENUE
After updating Google Ads with general email audience data, we’re seeing the following increases YoY*. These increases highlights
growth in performance driven only from CRM audiences.
+627% +38%
+1235%
+985% +49%

16. INCREASED AUDIENCE SIZE
For the client brand, noticeably higher audience size over 6 month period*
16
The Results So Far...
*User size over 180 days
February
Update
April
Update

17. Continue updating data and create additional email-based audiences to share
with Growth Media
● Brand specific - customers by mfg type
● Highest AOV & LTV purchasers
● Lapsed, first time & high frequency purchasers
● Active in email but non-purchasers & inactive in email purchasers
17
What’s Next for the Client?
Use 1P data to help aid fulfilment issues
Customer is unable to fulfill orders based on what they’re receiving. We hope to be more strategic in
audience segmentation to target higher Power Users to fulfill goal on fewer overall orders, but still hit
revenue targets based on AOV
1
2
Leverage Dynamic Content & Advanced Product Recommendations in Email
Production
Provide users with more 1:1 personalization in email that will allow us to dynamically connect users
to their preferred products with less of a production lift
3

18. Using First Party Data in
Lifecycle Marketing
CASE STUDY 2
18

19. Client Profile
Bio:
● Luxury gifting client for a consumable product
Goals:
● Increase Repeat Purchase Rate
● Advanced Behavioral and Demographic
Targeting
● Convert Prospects
Gifting Opportunities:
● Birthdays, anniversaries, special occasions,
celebrations, etc
● Winter holidays, Valentine’s Day, Mother’s Day

20. Identify One-Time Purchasers
Addressed lapsed purchasers by
targeting purchasers who had not
purchased in the last 365 days
Goal #1: Encourage Repeat Purchases for Q4 2020
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Identify Seasonal Purchasers
Addressed lifecycle of subscribers by
targeting purchasers from Q4 2019
before and during Q4 2020
Cross Channel Personalization
Create cross channel messaging that
was specific to 2019 holiday
purchasers

21. Goal #1 Execution & Outcomes
GOALS
Increase Repeat Purchases and Encourage
Repeat Purchases on a yearly basis
21
EXECUTION
List of Q4 2019 Purchasers were shared*
from the CRM & Email team to the Paid
Search team
Creative and messaging was crafted for
CRM & Email and Paid Search that would
foster an integrated journey across
platforms for subscribers
OUTCOMES
172% increase in repeat purchases from
Q4 2019 to Q4 2020 by targeting the Q4
2019 Purchaser list during Q4 2020
Q4 2020 saw a 222% YOY increase in
email channel revenue
*via formal process completed by client in compliance with PII laws

22. Cross Channel Funnel Fuel!
Use email messaging to
target search audiences,
driving site traffic
TARGET
Identify successful email
audiences and segments for
cross-channel use
IDENTIFY BUILD
Acquire new and foster existing email
contacts and use behaviors to create
new audiences and drive conversions
MEASURE
22
Cross Channel
Collaboration
Upload email customer lists for
match on Search & Shopping,
layer on subsequent similar
audience lists that become
available in Google Ads

23. Identify One-Time Purchasers
Addressed lapsed purchasers by
targeting purchasers who had not
purchased in the last 365 days
Goal #2: Identify differences in Male and Female
purchasers for Q1 2021 targeting
23
Identify Seasonal Purchasers
Addressed lifecycle of subscribers by
targeting purchasers from Q1 2020
before and during Q1 2021
Identify Male and Female
Purchasers
CRM & Email and Paid Search created
audiences based on gender prediction

24. Goal #2 Execution and Outcomes
GOALS
Increase repeat purchasers and convert
prospects by targeting individuals based on
gender by analyzing past Valentine’s Day
performance by gender
Key Targets:
● Increase female purchasers with
targeted messaging
● Increase male purchasers with
targeted messaging
● Increase repeat purchasers with
targeted messaging
24
EXECUTION
CRM & Email found that for Valentine’s
Day, 74% of the purchases were made by
males, and 26% of the purchases were
made by females
Paid Search found that for Valentine’s Day,
the male audience spent $100 more per
purchase on average than female
purchasers
A strategy was created to target the male
audience* with 76% of Valentine’s Day
messaging, including mainly higher priced
items in the creative
OUTCOMES
123% increase in repeat purchases from
Valentine’s Day 2020 to Valentine’s Day
2021 and
Q1 2021 was the highest quarter in
program history and saw a 180% YOY
increase in email channel revenue
Male conversions increased by 119% and
female conversions increased by 214%
*this audience included male purchasers and non-purchasers

25. Strategically amplify the brand to key
audiences, increase consideration, and
create impactful experiences, through an
integrated cross-channel approach, that
drives consumer behavior business growth.
25
Results & Key Takeaway

26. Schedule Your
Consultation
with an Email Expert

27. Q&A

29. Thank you!

30. The Advanced Email
Marketing Summit
DAY 1 - TUESDAY, JUNE 22ND
Email to Cross-Channel: Delivering the Ultimate
Personalized Customer Experience
10-10:45am PT | 1-1:45pm ET
Leverage Live Content to Create Dynamic Emails
10:50-11:35am PT | 1:50-2:35pm ET
Client Case Study: Using First-Party Data for Paid
Media Campaigns
11:40-12:25pm PT | 2:40-3:25pm ET
DAY 2 - WEDNESDAY, JUNE 23RD
Setting up a Martech Stack for Your Email Success
Panel
10-10:45am PT | 1-1:45pm ET
Upleveling your Email Experience with
Personalization and ESPs
10:50-11:35am PT | 1:50-2:35pm ET
Utilizing Email Analytics to Improve Performance
11:40-12:25pm PT | 2:40-3:25pm ET