The most effective Lifecycle Marketing strategies continuously gather first-party data, test new strategies, and constantly employ the data and learnings to further refine your customer’s lifecycle journey. In this webinar, our team partners up with personalized text messaging solution, Attentive, and Tinuiti client, beach towel company, Sand Cloud, to discuss how we worked together to boost the brand’s performance. We’ll dive into how to refine workflows, improve onsite overlays and welcome series, and continually test to build a highly refined Lifecycle Marketing plan that delivers results.

1. Harvest Season
Building & Utilizing 1P Data to Boost
Retention & Loyalty
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2. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
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3. 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+
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4. Some of
Our Clients
Our
Recognition
For Commerce Leaders Of Today And The Future
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5. Our Speakers
HEIDI PAUER
Strategist, Lifecycle
Marketing
HOLLY PRESCOTT
Senior Agency Strategy
Manager
STEVEN FORD
Co-Founder + CMO
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6. Backed by top investors and brands
2022 will be our sixth year leading this industry
#12 on Forbes Cloud 100
G2 Leader in Mobile Marketing & SMS Marketing, 4.8/5 Rating
Gartner Cool Vendor in Conversational Marketing
CB Insights Retail Tech 100 Winner
The Best Performing SMS
Marketing Platform, Working
With Over 5,000 Brands
Grew from 600 to 1,200+ full-time team members in 2021
Sent over 25 billion messages in 2021
120%+ growth from 2020
Attentive drives 20.5% of total
online revenue for our customers
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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.
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9. Agenda
● What is Zero- and First-Party Data?
● Collecting & Gathering Data
● Managing the Customer Lifecycle
● Putting Your Data to Work
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10. How Do You Use
First-Party Data In Your
Current Email And SMS
Programs?
QUESTION
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11. What is Zero- and
First-Party Data?
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12. What Does Zero- & First-Party Data Look Like?
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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/QUIZ RESPONSES
Respondents answers to surveys with
variable information available based on
questions asked
LOCATION Users location based on
geolocation, shipping and/or billing
information provided
CAMPAIGN ENGAGEMENT What
campaigns and urls users engaged with
CUSTOMER SERVICE INTERACTIONS,
LOYALTY PROGRAM AND REVIEWS
Outcomes and interactions with your
brand

13. Collecting & Gathering
Data
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14. Screenshot
Pop-Up / Overlay
THE BASICS
● Make it easy and as seamless as
possible for someone to subscribe
● Provide an incentive for joining - even if
that is not a promotion
○ First look at new arrivals
● Design for Mobile and Desktop
DRIVE TRAFFIC
Develop strategies across different ecommerce
channels to drive new users to the website to
increase email and sms opt ins
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15. Screenshot
Screenshot
Screenshot
Best Practice Recommendations
Attentive Recommendations
● Load full screen sign-up units
on the first page that the user
visits
● If sign-up unit is closed load a
bubble on page view 2 that
opens to full screen when
clicked.
● Make it easy for the user to
close the signup unit if they do
not want to engage
Most importantly, set rules for your
overlays and test what works best for
your audience.
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16. Screenshot
Screenshot
Testing Overlays - Offers
● During sitewide sales Sand Cloud tested having our
overlays match the onsite promotions vs a shopping
spree giveaway.
● Hypothesis: Giveaway would win as it was providing
an additional incentive vs what was already advertised
on the website.
○ Spoiler Alert: We were wrong!
● Matching the sitewide offer
○ +15% increase in CTR
○ +13% increase in Email Sign Ups
○ +25% Increase in SMS Sign Ups
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17. TEST. TEST. TEST.
● Continue to test to learn what works
bests for your program and aligns with
company goals and objectives
● Testing ideas:
○ Promotions / Discounts
○ Creative
■ Lifestyle vs Product
○ Tier Discounts
○ Gamification such as Spin to Win
○ Logic and Rules of when you
overlays will display
● Important Note: When running a test
allow for enough time for data to be
collected. Recommend running tests for
2 weeks before determining the winner.
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18. Managing the Customer
Lifecycle
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19. REACTIVATION
NURTURE
Managing the Customer Lifecycle
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Drive Acquisition
& List Growth
Welcome
& Educate
Behavioral &
Data Triggers
Reengagement
Promotion &
Calendar
Loyalty & LTV
ACTIVATION
CONVERSION

20. REACTIVATION
NURTURE
Managing the Customer Lifecycle: Examples
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ACTIVATION
CONVERSION

21. Putting Your Data
To Work
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22. Holiday Opportunities
OPPORTUNITY DESCRIPTION
PERSONALIZED
MESSAGING
Add in dynamic content to your messages to create a personalized experience with your subscribers.
I.e: First name, previous buying behavior, recommended products, etc.
MATCHING DISCOUNTS
When offering discounts on your website make sure you are promoting these on your emails and sms workflows.
Not just your calendar sends
VIP SEGMENTS
This data is in your ESP or SMS platform! Target to those who are actively engaging with your messages or have
a high LTV and provide them an incentive / early access. Call out that they are VIPs
PREVIOUS HOLIDAY
BUYERS
Expand your audience to target to those who have previously purchased during holiday and have fallen off your
active list due to un-engagement.
IMPORTANT NOTE: Be cautious and make sure you are monitoring deliverability and sending to these audiences
prior to holiday. Do not send to anyone who is marked as unsubscribed.
DO NOT OVER SEND
Inboxes are very busy during the holiday season and this can lead to wanting to send more messages to
subscribers. Be mindful to not over send and develop strategies to exclude those who recently purchased or
clicked on a previous send
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23. Screenshot
Back to the Basics
SIMPLE LETTER FORMAT
Sent a personalized message from Steven to
our active email subscribers.
Email adds personal touch by pulling in the
subscribers first name and has fun playful copy
RESULTS
● +17% increase in Open Rate
● +123% increase in Click Rate
● +106% increase in Revenue/Delivered
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24. Abandon Cart
● Added and matched the sitewide savings
to our email and sms campaigns
● Created a Holiday look and feel for the
creative and focused the copy around
gifting
THE RESULTS
Email
● +32% increase in CTR
● 4% increase in AOV
● -5% decrease in opt out rate
SMS
● +19% increase in CTR
● -47% decrease in opt out rate
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25. Abandon Browse
● Added the sitewide savings to our email
and sms campaigns
● Updating the copy around gifting
THE RESULTS
Email
● +43% increase in CTR
● +32% increase in Conversion Rate
● +3% increase in AOV
● -4% decrease in opt out rate
SMS
● +77% increase in CTR
● -40% decrease in opt out rate
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26. 5 Checks for Success
Harvesting Your Data Checklist
Understand Your Data Chances are you have more data available than you know!
Test, Test, Test
Test your sign-up units, emails, and sms messages NOW so you can apply those
learnings to holiday to drive maximum performance.
Match Discounts
If you are offering sitewide savings during the holiday season make sure to
promote these discounts on your workflows and not just calendar sends.
Segmentation Strategies
Craft messages that are specific to non-buyers, VIPs, engaged audiences, and
lapsed buyers all while keeping deliverability top of mind and continuing to monitor
regularly.
Nurture Subscribers
During the holiday season we often see an influx of new subscribers and
customers. Manage their lifecycle through the three stages of a subscriber:
Activation → Nuture → Reactivation
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27. Schedule Your
Consultation
with a Lifecycle
Marketing Expert
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28. Take 30% Off
Your Order at
sandcloud.com
PROMO CODE: HARVEST
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29. Q&A
HEIDI PAUER
Strategist, Lifecycle
Marketing
HOLLY PRESCOTT
Senior Agency
Strategy Manager
STEVEN FORD
Co-Founder + CMO
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31. Thank you!
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