To succeed in today’s privacy-first environment, you need a sophisticated email marketing strategy that’s supported with the right martech stack. In this summit, you hear from CRM, email, and technology experts to help you build a winning email marketing strategy that’s created around your first-party data.

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. Email to
Cross-Channel:
Delivering the Ultimate
Personalized Customer Experience

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
LEAH LLOYD
Group Director, CRM &
Email
IAN BRANDON
Director of Enterprise
Accounts

7. Agenda
● Overview
● Customer data vs. customer experience
● What channels are right for me?
● What does cross channel strategy look like?
● What about personalization?
7

8. How many channels are you
using to promote?
● Email only
● Email + mobile (SMS, push, in-app)
● I do it all!
POLL

9. Enhance your
customer experience
through a holistic
and personalized
messaging strategy
WHY?
● 97% of americans have a mobile device 1
● As of June 2020, 56% of retailers are
investing in messaging and SMS platforms
above all other technologies 2
HOW?
● Choose the right messaging channel
● Integrate messaging channels into the
customer journey
● Utilize data to personalize messaging
9
1
Pew Research Center, February 8 2021
2
CommerceNext, “The Big Pivot: How Traditional and Digital-first Retailers Re-prioritized
Marketing Investments in the Wake of COVID-19”, July 24 2020

10. Seamless Cross-Channel Experiences

11. Customer Data vs.
Customer Experience
11

12. ● Prefers to engage on Web
● Purchase History: None
● Browse History
○ Running - Trail Running - Women’s
● Customer Service Interactions:
○ Bot on 5/25: “When will the Freebird
Trail Runners be available?”
● Does not have Account
● Prefers to engage on Mobile
● Purchase History:
○ Date: 5/30/2021
○ Men’s Size 12 Nike Free RN 2020
○ Code: MEMORIAL
● Browse History
○ Dress Shoes - Brown - Leather
● Has Account
● Has added Phone Number
We Know A Lot About Our Users

13. But for most brands,
Leah and Ian
have a very similar
customer experience.

14. Disjointed Data and Channels
Mobile Specific Solution ESP SMS Provider Custom Point Solution
Push In-App
Mobile
Inbox
Multi-App
Push
Direct
Mail
Web
Push
FB Custom
Audiences
Email SMS
Transactional
& Order Data
Profile Data Product Data
Relevant 3rd
Party Data
Behavioral
Data
(Web/Mobile)

15. A Holistic Messaging Experience
15
Transactional
& Order Data
Profile Data Product Data
Relevant 3rd
Party Data
Email Universal
Webhooks
Push In-App Mobile
Inbox
Multi-App
Push
SMS Direct
Mail
Web
Push
FB Custom
Audiences
Behavioral
Data
(Web/Mobile)
Send Time
Optimization
Brand Affinity™

16. What Channels
Are Right for Me?
16

17. Creating A Holistic Messaging Strategy
EMAIL SMS/MMS PUSH & IN-APP WEB
17
Personalization | Data-Listening & Response | Coordinated Orchestration | Test to Optimize

18. STRENGTHS
● In-depth and content rich
● High adoption/ubiquitous
CHALLENGES
● Fatigue & the competitive inbox
Email
18
The ubiquitous nature of email lends itself to a
large audience that can engage with more
content-rich emails compared to other
messaging channels 4 out of 5
individuals in the US will
use email at least monthly
in 2021
eMarketer

19. STRENGTHS
● It’s always with you - Supported on every mobile device and
integrated on phones native apps
● Rapid growth
● Urgent - requires immediate attention
CHALLENGES
● Separate experience
● Limited creative ability
● Cost
SMS/MMS
19
79%
of consumers say
they want to hear
from brands via
SMS messaging
Twilio
Use SMS to drive a high sense of urgency for
immediate interaction. Well suited for
transactional type messages for improved
customer experience.

20. STRENGTHS
● Increase app engagement
● Allow native deep-linking
● Low Cost
CHALLENGES
● Permissions required
● Frequent use can create fatigue
● Low open, high opt out
Push & In App
20
65%
of users return to
an app within 30
days with push
enabled
Clutch.co
Although an app is necessary for this
messaging channel, it’s great for increasing
app engagement and retention. Send users
directly to the content they’re looking for.

21. STRENGTHS
● App is not required
● Don’t need to be on website with web push
CHALLENGES
● Opt in rates for web push can be low
● Not available on Safari iOS
● If you don’t have site visitors, they will not see your
in-browser messaging
Web
21
4-8x
the average click
rate of email
ROI Strategies
Web messaging can come in both the form of
push notifications and in-browser overlay
messaging. Both are strong candidates to drive
action to return or interact on site.

22. What Does Cross Channel
Strategy Look Like?
22

23. REACTIVATION
NURTURE
Stages of the Customer Lifecycle
23
Drive Acquisition
& List Growth
Welcome
& Educate
Behavioral &
Data Triggers
Reengagement
Promotion &
Calendar Sends
Loyalty & LTV
ACTIVATION
CONVERSION

24. Create a multi-channel journey to better engage
with our users based on their behaviors and
actions.
● Easily adjust cadence and messaging as
audience trends change and more 0P & 1P data
is collected
● Fix “leaky bucket” opportunities to keep users
on track to a specific goal and fight churn
● Quickly identify gaps in data and the journey to
adjust listening events and look for additional
data collection opps
24
Tying in the Multi-Channel Journey

25. Retention-Focused Industries
PROBLEM
90% of first-time players quit within 6
months; Lack of holistic insight
between channels and product lines
SOLUTION & RESULT
● Consolidated siloed tech
● Reframing definition of LTV
● Seamless cross-channel
campaigns

26. Building Trust at Scale
PROBLEM
“Frankenstein” stack – for marketing
email, transactional email, mobile app
and push notifications, SMS,
personalization testing, business
intelligence (BI) and data storage
SOLUTION & RESULT
● Consolidated channels
● Deeper understanding of customer
behavior
● Faster testing and optimization

27. What About
Personalization?
27

28. As Privacy Moves to the Forefront, Focus On 1P Data
28

29. Zero & First Party Data Examples
29
PURCHASE HISTORY Inclusive of the
individual product purchased as well as
any category associated with that
product
SEARCH HISTORY Identify what terms
a user searched for on your site and
in-app
BROWSE HISTORY What products,
categories and other content landing
pages a user interacted with
CART HISTORY Products and
categories of items that users added to
their cart
PREFERENCES Variable information
available based upon preferences
available within preference center
SURVEY RESPONSES Respondents
answers to surveys with variable
information available based on
questions asked
LOCATION Users location based on
shipping and/or billing information
provided
CAMPAIGN ENGAGEMENT What
campaigns and url’s users engaged with
CUSTOMER SERVICE INTERACTIONS
Users interactions and outcomes with
helpdesk interactions

30. 0P & 1P Data with The Dyrt
● 2x weekly retention
rates in the app within
four months
● 150% increase in
mobile
push open rates
● 40% increase in email
open rates

31. Key Takeaways
Leah
● Think frictionless, the best channel suited
for your intended actions is likely the one
with the least steps to that action
● Move privacy to the forefront. If you’re not
thinking about your 0P & 1P data collection
today - you should be.
Ian
● Be strategic, be intentional: a few channels
leveraged well is better than mediocrity on
all channels
● Don’t lose sight of the customer experience:
consumers expect brands to know them
intimately and communicate with a
consistent message

32. Get a
Personalized
Demo

33. Schedule Your
Consultation
with an Email Expert

34. Q&A

36. Thank you!

37. 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