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. Creating Moments
of Delight
Strategically Utilizing Creative
Across Lifecycle Marketing

3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
by tomorrow 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
CARLA ANDERSON
Director, Creative
JULIE MARKS
Senior Manager, CRM &
Email

7. Agenda
● How Creative in Lifecycle Marketing Impacts
Everything
● Using Creative to Drive Results Throughout the
Funnel
● Creative that Delights: Innovations & Design
Trends to Put Use Now
● Case Studies: Using Creative to Drive Impact
7

8. What’s your biggest creative marketing
challenge?
● Not enough resources
● It takes too much time
● Unsure what’s best for your campaigns
POLL

9. What are your biggest misconceptions
around email?
Put your answer in the chat!
POLL

10. How Creative in Lifecycle
Marketing Impacts Everything
INTRO
10

11. Why
Lifecycle
Marketing
Matters
The customer journey doesn’t end after
a single purchase is made.
Prioritizing a continually engaged and supported
customer will not only help to grow your business, it
can drive repeat purchases, and foster brand
loyalty with your customer base.
11

12. Gather & Leverage
Crucial Customer Data
Digital channels are the best sources for collecting
customer data that can help build personal
relationships with your customers.
● Form fills & landing page visits
● URL clicks
● Products viewed & abandoned
● Survey responses

13. Using Creative to Drive
Results Throughout the
Funnel
13

14. The RIGHT lifecycle marketing strategy can:
GROW YOUR BRAND
& CUSTOMER BASE
INCREASE REVENUE,
ROI & CUSTOMER LTV
TURN ONE-TIME
BUYERS INTO REPEAT
CUSTOMERS
14
TURN CUSTOMERS
INTO BRAND
ADVOCATES

15. Strategy
By Stage
Top of Funnel
Stages: Awareness, Interest, Consideration
Tactic: Establish Trust
Middle of Funnel
Stages: Intent, Evaluation, Purchase
Tactic: Offer Solutions
Bottom of Funnel
Stages: Engagement & Activation
Tactic: Provide Consistent Support

16. Top of Funnel:
Establish Trust
Provide value, not just promotions
● Share helpful guides
● Personalize content
● Set customer expectations
● Tell your brand story
● Provide educational content

17. Middle of the Funnel:
Offer Solutions
Eliminate roadblocks & answer questions
● Share reviews and testimonials
● Make pricing information easily accessible
● Offer demos or free trials
● Provide live chats and customer support
● Create checklists and product/service guides

18. Bottom of Funnel:
Provide Consistent Support
Emphasize value & guide customers towards repeat
purchases
● Incentivize customers to share testimonials
● Ask for product/service reviews & feedback
● Offer exclusive access or rewards
● Use reactivation campaigns for lapsed customers

19. Innovations & Design
Trends to Put to Use
19
CREATIVE THAT DELIGHTS

20. Prioritize Accessibility
& Inclusivity To Connect
with Your Audience
Engagement as an outcome of audience-first creative
● Keep designs mobile friendly
● Dark mode friendly : content optimized
for both light & dark Mode = greater engagement
● Designing for accessibility: ensuring your content
is available to all audiences, situations and abilities
● Diversity & Inclusivity: broaden your reach and
engagement with authentic representation

21. Personalization Creates More
Relevant Content and Increases
Engagement Over Time
Leveraging data to build trust and targeted messaging
● Segmentation: Delivering the right message to the right
audience
● Dynamic/ Agile Creative: Ensure you’re showcasing the
most relevant products from feeds that relate to your
audience
● Pop-Up Overlays: Capturing 1st Party & Zero Party data is
key to building a lasting relationship with the consumer
● More relevant content = better engagement over time

22. Interactive Elements
Visually captivate your audience
● Video/GIF Animation: Motion Creates
Emotion
● Microanimations: Create moments of
delight that keep your audience focused
on your content
● Live Updates from 3rd Party
integrations (Zembula): Order tracking,
Cart Abandon reminders, and Loyalty
Status Updates provide real-time
insights that can increase engagement

23. Creative Storytelling
Pushing the boundaries of the “inbox”
● Moving beyond modular templates
provide audiences with fresh &
Innovative Content
● Prevent inbox fatigue and keep your
audience engaged and primed for your
messaging funnel
● From Subject lines, to full canvas email
designs, to SMS messaging- storytelling
through connected content reinforces
brand trust and drives conversion

24. Using Creative to Drive
Impact
CASE STUDIES
24

25. Elevate Email Designs With
Meaningful Content
● Layered imagery and text to
condense messaging
● Multiple content pieces
showcase breadth to capture
attention of multiple cohorts
● Recovery messaging at
bottom reminds of offer and
drives conversions
CASE STUDY
CONFIDENTIAL & PROPRIETARY
KEY IMPROVEMENTS
● Skimmable Content: Use of
visual icons drive to more
content without distraction from
the goal of the email message.
● Social proof elevation takes the
content from being an
afterthought to a highlighted
message within the layout.
AFTER
BEFORE

26. Drive Purchases With Personalization
RESULTS
CASE STUDY
CONFIDENTIAL & PROPRIETARY
+8.5%
Increase in
monthly
conversion
+125%
Promotion banner appears only if
customer hasn’t purchased yet.
Hero imagery adjusts based on
browse history.
Custom recommendation
section is based on purchase &
browse history
Donation banner appears if they
have not visited the page. Alternate
content is displayed if they’ve
already visited the page.
Increase in
monthly
open rate

27. Provide Consistent Support
RESULTS
+63%
Pet Parent
reactivation
rate
+40% Weekly Active
Pet Parents
CASE STUDY
CONFIDENTIAL & PROPRIETARY
● Easy to digest and
helpful in-app pop ups
and notifications help
customers quickly find
solutions
● Appointment reminders
make it easy to book
another service which
customers appreciate
and can lead to increased
revenue

28. Increased Conversions with
Interactive Smart Content
RESULTS
CASE STUDY
CONFIDENTIAL & PROPRIETARY
Top 1 & 3
Smart Banners were in
top 3 highest clicks for
highest performing
campaigns.
Top 3
Implemented Zembula Smart Banners in all
lifecycle flows and non-sale campaigns to
consistently deliver relevant, personalized
messaging that will drive revenue.
Top performing revenue
campaigns included
Zembula Smart Banners.
● Prioritized order of content served in the Smart Banner by
what is most likely to convert
(Cart Abandon, Browse Abandon, Current Promotion)

29. Key Takeaways
● Leverage your digital channels to capture data, then use that data to personalize content and build relationships
with your customers.
● Vary your content strategy based on the stage of the customer journey
○ Top of Funnel: Establish Trust
○ Middle of the Funnel: Offer Solutions
○ Bottom of the Funnel: Provide Consistent Support
● Innovations and design trends to use:
○ Prioritize Accessibility and Diversity in your content
○ Identify key audience segments and personalize your creative
○ Use animation and varied custom design solutions to keep your content fresh and audience engaged
● Leverage creative to drive impact:
○ Elevate designs with use of visual icons and social proof
○ Personalized banners, images, and customized recommendations drives purchases
○ Appointment reminders, chat features, and in-app notifications can increase customer satisfaction

30. Schedule Your
Consultation
with a Lifecycle
Marketing Expert

31. Q&A
CARLA ANDERSON
Director, Creative
JULIE MARKS
Senior Manager, CRM &
Email

32. 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

33. Thank you!

34. 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