This document provides an overview of a webinar on mobile-first marketing. The webinar covers the benefits of mobile marketing and multiple mobile channels, acquiring customers across channels, messaging to drive conversions, and measuring performance. Key takeaways include the importance of a mobile-first approach as mobile usage increases, utilizing each channel's strengths, and integrating channels cohesively rather than viewing them as competing.

1. title
title
Mobile-First Marketing: Motivating Conversions
Across Channels and Devices
The 2020 Advanced Email Marketing Summit

2. 11:00 – 11:45am PT 12:30 – 1:15pm PT
TINUITI PRESENTS:
Email Design Trends in 2020
Today’s Timeline
11:45am – 12:30pm PT
TINUITI, OCTANE AI &
CORDIAL PRESENT:
Mobile-First Marketing:
Motivating Conversions Across
Channels and Devices
The 2020 Advanced Email Marketing Summit
TINUITI & JUSTUNO PRESENT:
Retail Intelligence: Maximizing
Your Ecommerce Data
TINUITI & YOTPO PRESENT:
Using Reviews and Loyalty
Programs to Boost
Conversions
1:15pm – 2:00pm PT

3. ● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator

4. Today’s Speakers
Lyndsey Adamo
Sr. Strategist, CRM & Email
Christy Parrish
Enterprise Client Success
Manager
Katie Krische
Marketing & Partnerships

5. 5
1. Benefits of Mobile Marketing
2. Acquiring Customers
3. Messaging and Driving Conversions
4. Measurement & Analysis
5. Key Takeaways
Agenda
Mobile-First Marketing: Motivating Conversions Across Channels and Devices

6. Benefits of Mobile Marketing

7. Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Why Mobile Marketing?
30%+
Click-through-rate on
mobile messages
4.3 hrs
Spent per day on mobile
devices in the US
79%
Consumers want to hear
from brands via text
messaging
68%
Millennials prefer text
messaging over email
55%
Customers feel more
personally connected when
messaging a brand
54%
Online sales in US will be
from mobile by 2021

8. Benefits of Multiple Mobile Marketing Channels
● Customers can choose to where they want to engage with your brand
● Increased message frequency with loyal customers across multiple channels
● Build relationships with customers with both upper and lower funnel messages
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Body Candy:

9. Overview
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Similarities and Unique Characteristics of Each Channel
Email Text Messaging Facebook Messenger
Marketing Cost $ $$ $$
Response Time Longer response time Immediate/quick response time Quick response time
Call-to-Action Actionable & nurturing Actionable Actionable
Content
Feature singular or multiple
products/categories
Short form communication with
singular focus
Short form communication with
singular focus
Creative
Strong visual medium with most flexible
creative freedom
160 character limit and MMS
message, two-way
Interactive, two-way

10. Acquiring Customers

11. Acquiring Your Audience
● Onsite overlay/pop-up
○ Incentivized content (offer or gated content)
○ Exclusive and early access to new
products/sale events
● Checkout
● Embedded sign up forms
● Cross Channel
○ Promote text sign up in email or FB Messenger
● Social Media
○ Facebook Lead Ads, Instagram stories
○ Header/footer
○ Comment capture (FB Messenger only)
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Utilize Multiple Sources to Drive Acquisition

12. Onsite Overlay Acquisition
● Acquire up to 2 data points at a time
○ Requesting too much information upfront will result in
abandonment
○ Utilize cross channel messaging to acquire additional
data
● Implement rules based upon visitor frequency
○ Repeat vs. new visitors
● Develop creative that is optimized for mobile
experiences
○ Avoid using same creative on both desktop and mobile
● Acquire Facebook Messenger opt-in for those already
logged in
○ Octane AI offers third-party integrations with tools like
JustUno, Klaviyo, Privy and more
Mobile-First Marketing: Motivating Conversions Across Channels and Devices

13. Cross Channel Acquisition
Facebook Messenger: Acquire Email + Phone Number
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Email: Acquire Phone Number
● Use existing channels to promote
cross channel acquisition
● Incentivize subscribers by providing
a discount or added value like a
contest entry
● Implement sign up methods that
enhance how the customer
interacts with your brand
○ Mobile: Single click to sign up
○ Desktop: Text keyword to sign up
Increasing Loyalty Across Channels

14. Cross Channel Acquisition
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Instagram: Acquire Facebook Messenger, Email & Phone Number

15. Messaging & Driving Conversions

16. Loyalty
Exclusivity
Mobile
Wallet
Limited
Time Offers
● Consider the business impact—is it time sensitive?
○ SMS/MMS is THE channel for urgent messaging
● What’s the customer impact? Does it add value, promote
exclusivity?
● Is it a digitized coupon, offer, or personalized message?
● Does the message fit within a well-planned orchestration?
● Is there a cross-sell or upsell message that can be
captured with brevity?
Mobile Messaging & Driving Conversions
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Determining what to send your Mobile audience

17. Mobile Messaging & Driving Conversions
● CRM channels are complementary, not
competing
● Execute messages based upon the
unique benefits of each channel
○ A case can be built for using all
channels for every message type. This
chart considers where messages are
strongest and most impactful.
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Integrating Email, Text and Facebook Messenger Marketing
Email
Text
Messaging
Facebook
Messenger
Mobile Offers ✓ ✓ ✓
Time Sensitive ✓
Transactional
Related ✓
Nurturing ✓ ✓
2-Way
Communication ✓ ✓

18. Messaging & Driving Conversions
● Include unique, added value for each
channel
○ Avoid replicating the exact message and
creative across each channel
○ Messenger allows for more ‘familiarity” in
messaging - more personal tone, including
the use of “YOU”
● Promote exclusivity - VIP, sneak peek, early access
● Use these quick-hit channels to promote the 3
phases of product launch: prelaunch, launch,
post-launch
● Feature focus - what are the main selling points?
● Upsell/Cross-sell to previous purchasers, browsers
of complementary products
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Creative & Messaging: Product Launch

19. Messaging & Driving Conversions
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Creative & Messaging: Cart Abandonment
● Email
○ Increased space allows for customer
testimonials and brand reinforcement
● Text Message:
○ Direct, actionable, time sensitive
○ Reminders offer is expiring soon
● Facebook Messenger:
○ Direct, actionable
○ Opportunity for 2-way customer
communication

20. Messaging & Driving Conversions
● Stagger send times across
channels
● Messages should fit into a
well-planned orchestration
● Avoid sending across all
channels at the same time
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Timing of Messages
Contact
Abandons Cart
Last Chance to Save--Your Cart is
About to Expire!
Wait 1-3 Hours
Wait 22 Hours
Wait 2 Days
Did You Forget
Something?
Where is contact subscribed?
Wait 30 Mins
Complete Your Purchase
for 10% Off!
Did You Forget
Something?
SMS
Email
KEY
Messenger
Email & SMS Email Only
Did You Forget
Something?
Complete Your Purchase
for 10% Off!
Last Chance to Save--Your
Cart is About to Expire!
SMS, Email & Messenger
Last Chance to Save--Your Cart is
About to Expire!
Did You Forget
Something?
Complete Your Purchase
for 10% Off!
Did You Forget
Something?
No Message
Extended: Save 10% on your
purchase!
Wait 1 Day

21. Messaging & Driving Conversions
● Leverage personalization wherever possible
○ Purchasing behavior, product viewed, loyalty tier/points
are great personalization tools
● Implement segmentation
○ VIPs, purchaser frequency, non-purchasers, newly
added, etc.
○ Create unique flows based upon purchaser and
non-purchaser
■ Incentivize non-purchasers to drive the first conversion
■ Past purchasers less likely to need offer to convert
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Personalization & Segmentation

22. Measurement & Analysis

23. Email nurtures upper funnel contacts and drives bottom channel conversions.
As new CRM channels emerge email remains an impactful and cost effective way to
communicate with your customers.
001-5%+
Avg. CTR
0.1-3.4%+
Avg. CVR
$0.08-$2.71+
Avg. revenue
per recipient
Measurement & Analysis
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Email KPIs & Benchmarks

24. Increase ROI - 45% of SMS campaigns generate successful ROI, increasing to 50% when combined with
other channels such as email and social media
0035%
Avg. CTR
17.5% - 45%
Avg. CVR
$0.08-$0.25
Avg. revenue
per recipient
Measurement & Analysis
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
SMS KPIs & Benchmarks

25. Facebook Messenger helps drive results using abandonment flows, click to messenger ads,
and more.
0043%+
Avg. CTR
6-14x
Avg. Increase
ROAS
$15
Avg. return per
Messenger subscriber
Measurement & Analysis
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Facebook Messenger KPIs & Benchmarks

26. Key Takeaways

27. Key Takeaways
● The frequency of mobile usage has been on the rise and the desire for consumers to engage on mobile will
continue to increase
● Grow mobile your audience by implementing sophisticated overlay rules and leveraging cross channel
acquisition
● Utilize each mobile marketing channel for its strength and advantages
○ Your message should not be a one-size-fits-all approach
● Providing options for customers to choose how to engage is a strength for your brand
● Channels should not be viewed as competing, but integrated and orchestrated cohesively
Mobile-First Marketing: Motivating Conversions Across Channels and Devices
Mobile-First Marketing: Email, SMS, and Facebook Messenger

28. Send a better message with Cordial
Use real-time data to deliver personal, relevant, and emotionally intelligent messages across any channel
CORDIAL DATA PLATFORM
● Channel-agnostic architecture
● Unlimited real-time data activation
● Flexible integration endpoints
● Built-in data transformations
● Enterprise-level security and privacy
MESSAGING CHANNELS
● Channel-aware personalization
● Enterprise-scale throughput
● Enterprise-level security
● Limitless flexibility with Open Channel
AGILE USER INTERFACES
● Custom content management workflows
● No-code personalization
● Visual, cross-channel orchestration
● Real-time audience segmentation and
automations
Visit cordial.com/learn-more to connect with a Cordial expert

29. Schedule Your 1:1
Strategy Evaluation

30. Live Q&A
Lyndsey Adamo
Sr. Strategist, CRM & Email
Christy Parrish
Enterprise Client Success
Manager
Katie Krische
Marketing & Partnerships

31. THANK YOU!