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.
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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+
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
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
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
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
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
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
