Getting customers’ attention during the most saturated marketing time of the year is a tall order. Successful messaging includes targeting audiences, personalized messaging, and the right channels. In this session, we partner with ecommerce marketing platform Yotpo to discuss how to break through to potential customers—especially on Black Friday and Cyber Monday.

1. Conquering Q4: A Holiday
Planning Summit for Marketers
DAY 1 - WEDNESDAY, AUGUST 25TH
Retail Media Madness: A Guide to an Integrated Holiday
Strategy
10-10:30am PT | 1-1:30pm ET
The Walmart Effect: Succeed Here, Succeed Everywhere
10:35-11:20am PT | 1:35-2:20pm ET
Prime Day Data Hold the Answers (but are you asking the
right questions?)
11:25am– 12:10pm PT | 2:25-3:10pm ET
Marketplace Ops: Making Sure You’re all Buttoned Up for Q4
12:15-1pm PT | 3:15-4pm ET
DAY 2 - THURSDAY, AUGUST 26TH
Building New Audiences (and Reactivating Old Ones) Before
the Holiday Season
10-10:30am PT | 1-1:30pm ET
Bringing your Shopping Feed to Life for Q4
10:35-11:20am PT | 1:35-2:20pm ET
Design Matters: Creative that Fuels the Funnel
11:25– 11:55am PT | 2:25-2:55pm ET
From Email to SMS: Overcoming Messaging Saturation
During the Holiday Season
12-12:45pm PT | 3-3:45pm ET
Upping Your Paid Search Conversions in Q4
12:50– 1:35pm PT | 3:50 – 4:35pm ET

2. From Email to
SMS
Overcoming Messaging
Saturation During the Holiday
Season

3. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by the end of the 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*
$3B #1 950+
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
MAGGIE DUNN
Associate Product
Marketing Manager for
SMS

7. eCommerce Marketing Platform
$406M
Raised
115%
YOY Growth
500+
Employees
5
Offices
30,000+ Clients
Reviews Visual UGC Loyalty Referrals SMS Marketing

8. Agenda
● Black Friday + Cyber Monday
● The Importance of M-Commerce
● Winning SMS Strategies
● Loyalty programs + SMS
8

9. What do you anticipate your biggest
challenge being this holiday season?
● Driving more revenue compared to last year
● Integrating m-commerce (SMS/MMS) into
holiday strategy
● Reaching new customers
● Activating customers via loyalty programs
POLL

10. 2020 BFCM: In Review
● Holiday ecommerce boomed in 2020, adding more than
$25 billion in spending from 2019. Total US Holiday retail
sales were surprisingly strong in 2020 and topped $1
trillion.
● Due to the Covid-19 Pandemic, retail spending got a
boost as discretionary income was not being spent on
travel, entertainment, and restaurants funneled into
holiday spending.
● Despite concerns of “shipageddon,” carriers maintained
high on-time delivery rates (FedEx, UPS, and USPS
managed to maintain delivery rates between 93% and 98%
during Cyber Five and the week before Christmas.
10

11. BFCM
Projections
Holiday retail sales
will rise 2.7% to $1.093
trillion
Looking ahead
Over 44% of shoppers are expecting BFCM 2021
to be a combination of 2019 and 2020 trends
Holiday retail sales will rise 2.7% to $1.093 trillion,
with eCommerce climbing 11.3% to $206.88 billion
Brick-and-mortar sales will increase 0.9% to $885.99
billion and Black Friday and Cyber Monday will each
surpass $10 billion in online sales

12. The importance of M-commerce
● Mobile commerce will be a critical driver of retail
growth during the 2021 holiday season
● Despite accounting for an estimated 8.6% of retail
sales during the 2021 holidays, mcommerce will
contribute 52.7% of retail growth
● The channel is too important for retailers to look
past. They must have optimized mobile web and
app experiences and integrated click-and-collect
capabilities.
12

13. of sales in 2020 BFCM came
from Mobile, in comparison to
33% made on desktop.
M-commerce, Here to stay
+67%
Mobile commerce to grow by
over 68% by 2022, as more
people shop on their phones.
+68%
Shopify Mobile Sales
M-commerce, Here to stay

14. Shoppers are
bombarded with
marketing messages —
particularly during
Black Friday Cyber
Monday

15. SMS presents
new opportunities to cut
through the noise

16. 41% of shoppers signed up for
SMS only receive texts from 1-4
brands.
How Do Shoppers Actually Want to be Texted?
Shoppers are selective
The time in which shoppers
choose to opt in to a brand’s
SMS program varies.
Different journeys
Shoppers are especially
attracted to incentives — both
short-term and long-term
Something in return
44% of shoppers say they
prefer SMS because it’s
immediate and convenient.
Need for speed
Takeaways from Yotpo’s Consumer Survey

17. Shoppers want control over
who can text them and what
those text messages consist of,
so that they are only seeing
relevant content
How Do Shoppers Actually Want to be Texted?
Being in control
Over 56% of shoppers would
be encouraged to complete a
purchase if they received a
personalized offer via text
Engaging and exclusive
Over 65% of consumers would
opt out of text messages if they
received too many and 54% say
they would opt out if the texts
are not relevant or helpful
No spam
Takeaways from Yotpo’s Consumer Survey

18. Build up your subscriber
list
Strategy #1
Offer early access to sales or
drops via keyword campaigns,
social opt-in, and more

20. 20
Start testing early
Strategy #2
Conducting testing ahead of
BFCM will amplify your ability
to increase click-throughs on
sent messages
1. Segmentation
2. Cadence & Timing
3. Creative
WHAT TO TEST
SMS click-through rates can reach 45%
- Gartner, “Tap Into The Marketing
Power of SMS”
Download our guide for more ideas on testing:
https://tinuiti.com/content/guides/sms-email-mar
keting-strategies-to-drive-engagement/

21. Send sales early via SMS
Strategy #3
Capitalize on the urgency that
comes along with BFCM.
Drops work especially well via
SMS
“Let your community know as early as
you can about your promotions and
leverage as many organic ways as
possible, especially SMS, so you can
reach your customers no matter where
they are.”
- Will Bolton, Digital Marketing, LSKD

22. 22
Use SMS for time-sensitive
messaging
Strategy #4
Flash sales, coupon code, sales
expiration reminders, and
extension notifications are best
uses of the channel
Text messages are read, on average in
under 5 seconds with 90% of messages
being read within 3 minutes
- Ez Texting

23. Leverage zero-party
data for segmentation
Strategy #5
Use data that customers
voluntarily provide to send
hyper-personalized messages

24. 97x ROI
From Welcome flow
leveraging
conversational flows
American Hat Makers
optimizes their SMS channel,
driving 140X ROI on
automated messages.

25. 25
Drive recipients to email
Strategy #6
Use SMS as a channel to support other
messaging. Send time-sensitive
reminders to increase touchpoints
and increase email open rates
Customer texting surveys indicate that
85% of consumers will redeem a
coupon sent via text within one week.
- Point of Sale
Screenshot
BRAND: PSST… Did you see
the secret gift we sent to
your inbox? Act fast, it
expires soon…
BRAND

26. Create super engaging
messages
Strategy #7
Engage with on-point copy,
images or gifs, and links
directly to your site so
shoppers can buy on the spot
“We love the A/B testing capabilities,
being able to test engagements and
instantly roll out the top-performing
message by using numbers to back up
what our customers like vs. what they
don’t like.”
- Tyler Prone, Director of Growth
Marketing, Parks Project

27. 27
Integrate SMS into your
workflows
Strategy #8
If you’re able to, don’t forget to
incorporate SMS into your
important existing workflows
such as welcome series or
abandonment automations

28. From pilot to ROI success, Diamond Art Club integrates
SMS to increase revenue
After optimizing the brand’s email
program, it was time to launch their
SMS pilot. SMS was an ideal fit due
to their youthful user base. This pilot
layered SMS communication into
existing abandoned cart email flows
to maintain relevance with their
subscribers.
CHALLENGE SOLUTION SUMMARY
● By delivering the right message on a
highly-engaged platform, Diamond Art Club
would be able to increase conversions
● Strategically orchestrated SMS messaging into
the subscriber journey—incorporating SMS for
time-sensitive messages and relying on email
for longer-form storytelling
● By integrating SMS, ROI skyrocketed 258%
DIAMOND ART CLUB
increase on CTR
for abandon cart
increase in
rev-per-del vs.
avg. email
88%
RESULTS
74%
Integrate SMS to Increase Revenue
28

29. Re-engage lapsed
customers
Strategy #9
Leverage win-back flows
before BFCM and abandoned
cart flows during the holiday

30. 33% CVR
On Cart Abandonment
flows
Alkaline Herb Shop Sees 20%
Revenue Growth With SMS
Marketing

31. 31
Be clear with your
shipping deadlines
Strategy #10
Create urgency and message
clear shipping deadlines to
give prospects & customers a
last chance to purchase
Did you know Christmas is
only 7 days away? Order
today for 2-day shipping
and guaranteed delivery by
Christmas Day.
BRAND

32. Loyalty & SMS
Give Points for Subscriber
Collection
Supercharge your SMS channel with your loyalty
program by incentivizing customers to sign up to
SMS for loyalty perks, ensuring your are able to
maximize CLTV and increase loyalty program
adoption through SMS.
of loyalty program members will
opt-in to communicate with their
favorite brand through SMS
76%

33. Loyalty & SMS
Loyalty Member SMS
Flows
80x+
ROI on SMS + Loyalty flows
throughout the loyalty customer
lifecycle.
Engage your top customers directly
through SMS to drive loyalty program
adoption.
Segment customers by VIP Tiers &
loyalty points
● Send timely program updates such
as point balance, and balance until
next reward.
● Send VIP Tier updates to your most
loyal customers
● Reward customers on their
birthdays with special offers and
bonus points

34. SMS/MMS Fueling Your Larger Marketing Funnel
Considerati
on
Purchase intent
Purchase
experience
Purchase Purchase
AWARENESS
Grow your list &
collect more mobile
numbers through
on-site overlays,
lead ads, and
through email
campaigns
PURCHASE INTENT
Work SMS/MMS messaging
into workflows to remind
them of products they’ve
seen and to complete
conversion along with
pertinent promotions
CONSIDERATION
Create a sense of
urgency in your
communications by
sending sales early,
clearly sharing end
dates and expiration
dates for coupon codes,
and ship by dates
Awareness
Interest
Consideration
Intent
Evaluation
Conversion

35. Exclusive Promo: Free Text Messages for 30 Days!
For more info check out:
yotpo.com/30-days-free-promotion
or email webinar@yotpo.com

36. 36
MEASUREMENT & ANALYTICS
We’ll track, analyze and report
performance to refine your mobile
messaging program as you scale
with expert advice from your Tinuiti
Strategy team.
CAMPAIGN STRATEGY
Strategically build relationships and
results via SMS with Full Service
strategy, design and execution. With
dedicated strategic guidance Tinuiti
effectively scales SMS for you.
MESSAGE MANAGEMENT
We’ll ideate, strategize and execute,
while continuously testing and
optimizing to refine your mobile
messaging program strategy and
ensure the biggest impact.
Full Service Strategic SMS

37. Schedule Your
Consultation
with an Email Expert

38. Q&A

39. Register now at tinuiti.com/TLC21

40. Thank you!

41. Conquering Q4: A Holiday
Planning Series for Marketers
DAY 1 - WEDNESDAY, AUGUST 25TH
Retail Media Madness: A Guide to an Integrated Holiday
Strategy
10-10:30am PT | 1-1:30pm ET
The Walmart Effect: Succeed Here, Succeed Everywhere
10:35-11:20am PT | 1:35-2:20pm ET
Prime Day Data Hold the Answers (but are you asking the
right questions?)
11:25am– 12:10pm PT | 2:25-3:10pm ET
Marketplace Ops: Making Sure You’re all Buttoned Up for Q4
12:15-1pm PT | 3:15-4pm ET
DAY 2 - THURSDAY, AUGUST 26TH
Building New Audiences (and Reactivating Old Ones) Before
the Holiday Season
10-10:30am PT | 1-1:30pm ET
Bringing your Shopping Feed to Life for Q4
10:35-11:20am PT | 1:35-2:20pm ET
Design Matters: Creative that Fuels the Funnel
11:25– 11:55am PT | 2:25-2:55pm ET
From Email to SMS: Overcoming Messaging Saturation
During the Holiday Season
12-12:45pm PT | 3-3:45pm ET
Upping Your Paid Search Conversions in Q4
12:50– 1:35pm PT | 3:50 – 4:35pm ET