The document outlines an agenda for a two-day event providing strategies and best practices for maximizing success in the fourth quarter and holiday season. Day one includes sessions on using Google to boost the holidays, affiliate strategies for Q4, and creative email marketing ideas in light of supply chain issues. Day two focuses on retail media strategies, leveraging Prime Day data, developing strategies for Walmart, and holistic operations for the season. The agenda aims to help companies plan effectively for the critical final months of the year.

1. 2022 Playbook for Q4
and Holiday Success
DAY 1 - WEDNESDAY, AUGUST 24TH
Trends & Good Tidings: How to Maximize the Holiday
Season with Google
10am PT | 1pm ET
May Your Data be Measurable and Right
10:35am PT | 1:35pm ET
Sleigh Your Affiliate Strategy: How to Strategize for Q4
11:10am PT | 2:10pm ET
Bah Humbug! Getting Creative With Email Marketing
Content in the Age of Supply Chain Issues
11:45 am PT | 2:45 pm ET
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4
Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4
Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy,
Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET

2. Bah humbug!
Getting Creative With Email Marketing
Content in the Age of Supply Chain
Issues

3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides from today 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
SAMANTHA MCGRADY
Strategist, Lifecycle
Marketing
ANDREA WORSHILL
Marketing Manager
KAITLYNN DAMRON
Online Marketing Coordinator

7. Agenda
● Trends, Challenges and Considerations for
Q4 in 2022
● Content Ideas That Aren’t JUST About
Products – And Why They Are Still
Successful
● Q&A
7

8. How much of your Q4 email calendar
have you planned right now?
● It’s completely planned (go me!)
● It’s mostly planned
● It’s in the works
● I haven’t started yet
POLL

9. Trends, Challenges and
Considerations for Q4
2022
GETTING CREATIVE WITH EMAIL MARKETING
CONTENT IN THE AGE OF SUPPLY CHAIN SNAFUS
9

10. 2022 Holiday: Forecast
● The 2022 holiday outlook is positive, but much
lower growth is expected compared to 2021.
○ US retail holiday season sales are forecasted
to rise 3.3% to $1.262 trillion in 2022.
● Ecommerce growth will bounce back to
pre-pandemic growth rate, rising 15.5% to $235.86
billion.
● Brick-and-mortar will see marginal gains and will
return to their normal territory of low single digits.
10

11. 2022 Holiday: Predictions
● The 2022 holiday season will see mcommerce
drive essentially 50% of ecommerce sales and
mobile will overtake desktop transactions.
11
● Cyber Five’s share of holiday ecommerce sales will
continue to decline and shopping demand will
continue to pull forward earlier into the season.

12. Recommendations For How To Succeed in Holiday 2022
Start Holiday
Promotions Early
Consumer mindset has shifted to
begin holiday shopping as early as
October. Cyber five is still important,
but becoming less so overtime.
Ramp Up Mobile
App Marketing
In 2022, mobile apps will drive the
majority of online shopping and
nearly half of ecommerce sales.
Focusing on mobile app downloads
and engagement, and incentivizing
purchases will be key.
Invest in Membership and
Loyalty Programs
Holiday success will hinge on
increasing share of wallet for most
brands. Keys to adoption include:
● Providing premium service offerings
(ex. fast and free shipping)
● Exclusive access to high-demand
products
● Aggressive cost-savings for
members
12

13. Content Ideas That Aren’t
JUST About Products –
And Why They Are Still
Successful
GETTING CREATIVE WITH EMAIL MARKETING
CONTENT IN THE AGE OF SUPPLY CHAIN SNAFUS
13

14. Ways to Engage Your Audience that Aren’t Bottom of Funnel Conversions
Content Ideas To Engage Your Audience
Send Relevant Messages on Special Events or Days
Send Free or Downloadable Content
Build Community Through Social
Create Quiz Content
Run Giveaway Campaigns

15. Send Relevant Messages on Special Events or Days
1. Look up those “wacky” holiday calendars and see what might align with your audience.
2. Research people important to your company (creators, inventors, thought leaders, when the company
was founded or reached a milestone, etc. to find big dates that may be relevant).
3. Are there events or seasonal activities related to your industry that could be highlighted? Warm drink
recipes for a cup brand, DIYs for fall/winter projects for a craft brand, using a spin on Fantasy Football
for a sport-minded audience, etc.
15
For Celestron, this means highlighting celestial events (like eclipses, meteor showers, etc.),
birthdays of science inventors or creators, or even silly holidays like “Pluto Demotion Day”
BRAINSTORM IDEAS FOR ANY BRAND

16. How Celestron Leveraged Fun Calendar Events
16
Subject Line: Don't Miss the Next ISS Flyover!
Was the #1 Open Rate and #1 CTOR for November 2021 (yes, you
read that right!) and #3 for Revenue
● ~95% of clicks went to the FREE content resources offered (guides,
blogs), but those users were still ultimately making purchases once
on-site
● This event had the extra benefit of not necessarily needing equipment to
view it, though the guides explained why and what equipment would
improve the experience

17. How Celestron Leveraged Fun Calendar Events
17
Subject Line: Tips on Spotting the Great Conjunction
Was a top 3 Revenue Driver for December 2020, and the only “Shop
Now” specific CTA received less than 8% of the clicks
● ~75% of clicks went to the FREE content resources offered (guides, tips,
videos), but those users were still ultimately making purchases once
on-site
● Get users engaged to click through to your site, then ensure those pages
will still encourage them to order
● Giving that extra value-add of being a resource for this topic they’re
already interested in

18. How Celestron Leveraged Fun Calendar Events
18
Subject Line: Tips on Spotting the Great Conjunction
Was a top 3 Revenue Driver for December 2020, and the only “Shop
Now” specific CTA received less than 8% of the clicks
● ~75% of clicks went to the FREE content resources offered (guides, tips,
videos), but those users were still ultimately making purchases once
on-site
● Get users engaged to click through to your site, then ensure those pages
will still encourage them to order
● Giving that extra value-add of being a resource for this topic they’re
already interested in

19. Send Free or Downloadable Content
● Do you have a blog on-site that you could add content to?
○ If creating lots of new content is too big of a lift for the team, are there older posts that could be refreshed?
○ If no on-site area yet exists, you could point to already existing content on places like YouTube, but would
encourage landing pages on-site for those so you aren’t sending traffic away
● Are there commonly asked questions your social or customer service teams field already that could be
inspiration for content?
○ What types of downloadable content might your audience enjoy? Social media banners?
Calendars of important dates? Printable activities for kids? Zoom backgrounds?
19
For Celestron, this means plenty of viewing guides, how-tos for understanding their equipment,
blog posts from thought leaders, and their beloved “Orange Books”
BRAINSTORM IDEAS FOR ANY BRAND

20. How Celestron Utilized Free,
Downloadable Content
20
Subject Line: The Big Orange Book is Here!
Was the #2 Open Rate and #2 CTOR for November 2021
● It’s primarily a catalog, but with other fun content sprinkled
throughout to keep it engaging and interesting
● For others, this type of thing could be broken into pieces to be used
throughout or within multiple sends

21. Celestron Orange Book: Combining Catalog with Content
21

22. Build Community through Social
● Do you already participate in any social media hashtags? If not, could consider creating your own or
do plays on tried and true standards like #ThrowbackThursday, #WomanCrushWednesday, #nofilter,
etc. and search your industry keywords to find more niche possibilities
● Look through your possibilities for UGC - your biggest fans are the ones tagging you in their pictures
and videos online and likely would be on board for you to share their images to the greater community
(with credit, of course!)
22
For Celestron, this means talking about #MoonshotMonday, re-sharing when a follower shares a
cool image, or encouraging users to submit their photos to social after celestial events
BRAINSTORM IDEAS FOR ANY BRAND

23. How Celestron Built Community Through Social
23
Subject Line: Dear {{ first_name }}, We Wish You a Safe and Healthy
Holiday Season
A different spin on an otherwise typical Holiday message send
● Encouraged sharing of their gift unboxing, leaning into the popularity of
unboxing videos at the time
● Gave example of image they could capture this month

24. How Celestron Built Community Through Social
24
Subject Line: Pics or It Didn't Happen
Was a top 3 Revenue Driver for November 2021
● Overall was more product-heavy than prior examples, but played on the
idea that our products could help them with their own social media
content
● If stock were an issue, we could’ve flipped the product blocks into UGC
blocks showing off cool images followers had tagged us in on social
● This was also a low lift as it was an updated refresh of a prior send from
2019

25. Other Ideas on How to Engage Your Audience
Quiz Content
● Fun “Buzzfeed” type quizzes that could be on your site - “What Telescope Are You?”
● Zodiac-related sends - “Click your sign to find out what shoe you are!”
● Category interests, which could then be leveraged for future segmentation
Giveaways
● Could be a specific item(s) or a gift card - if product availability is a concern, could hold onto product specifically
for a giveaway or use old stock that might be of interest
● Consider encouraging users to submit photos, stories, etc. as part of the sign-up process, allowing for possible
UGC generation to use later (and could help with list growth if a giveaway callout/pop-up is added to the site
during that time)
25

26. How Celestron Utilized Quizzes
26
Subject Line: Think you know Celestron? Open if you dare!
A top 3 CTOR for October 2020
● Combined quiz + giveaway content in an effort to get higher engagement
● Didn’t require correct answers in order to be considered for giveaway (so
not scaring away folks that may assume they wouldn’t get a perfect
score)
● Answers are divulged upon completion so users can see how they did,
and that data could be helpful in deciding future topics for sends

27. How Celestron Activated on a Giveaway
27
Subject Line: ⚠ Giveaway Alert!
#2 for Revenue in October 2020
● Required users to capture an image of Mars (even a smartphone photo!)
and post it on social with their hashtag, increasing social engagement
and providing UGC
● Made sure to highlight that this was appropriate for all skill levels, so
those new to the hobby could feel comfortable participating

28. Overall Engagement Results
Increase in Sessions
driven by Email
Growth in Active List Size In Unsubscribe Rate
(and -40% in Spam Complaints)
150%
YoY
21%
YoY
-13%
YoY

29. Key Takeaways
● Content-focused emails help your brand stand
out from the promotional-heavy sends they’ll
have in their inbox
● Product does not always have to be the
number one focus in order to see positive
revenue results
● Anticipating and planning for possible supply
chain issues NOW makes you well-prepared for
a great Q4

30. Three Ways You
Can Take Action
Now 1. Check the Calendar
What important-to-you dates are coming up in Q4 that
mesh with your content?
2. Scour your Social
Check cross-channel for cool UGC to get inspiration
from and hashtags you can leverage
3. Reinvent or Reuse Content
Do you have a blog post that’s done well, or a
frequently asked question you can provide the
solution for?

31. Schedule Your
Consultation
with a Lifecycle
Marketing Expert

32. Q&A
SAMANTHA MCGRADY
Strategist, Lifecycle Marketing
ANDREA WORSHILL
Marketing Manager
KAITLYNN DAMRON
Online Marketing Coordinator

33. 33
Stay informed
on the future of
digital marketing
Visit our new content hub
➜

34. Thank you!

35. 2022 Playbook for Q4
and Holiday Success
DAY 1 - WEDNESDAY, AUGUST 24TH
Trends & Good Tidings: How to Maximize the Holiday
Season with Google
10am PT | 1pm ET
May Your Data be Measurable and Right
10:35am PT | 1:35pm ET
Sleigh Your Affiliate Strategy: How to Strategize for Q4
11:10am PT | 2:10pm ET
Bah Humbug! Getting Creative With Email Marketing
Content in the Age of Supply Chain Issues
11:45 am PT | 2:45 pm ET
DAY 2 - WEDNESDAY, AUGUST 31st
Deck the Halls of Retail Media: Creating Your Q4
Plan
10am PT | 1pm ET
How to Use Prime Day Data to Prepare for the Q4
Season
10:35am PT | 1:35pm ET
Unwrap a New Q4 Walmart Strategy
11:10am PT | 2:10pm ET
Ho Ho Ho(listic) Operations Panel: Strategy,
Fulfillment, and Forecasting for the Holiday Season
11:45 am PT | 2:45 pm ET