User Engagement Teardown
©2016Iterable,Inc.Allrightsreserved
Make sure to watch full screen!Press this button
©2016Iterable,Inc.Allrightsreserved
A Quick Word on
• Iterable is a consumer Growth Marketing Platform
• Check out case studies on Dot & Bo and Rocksbox, customers using Iterable for user engagement: iterable.com/ecommerce
• Any recommendations made can be implemented with Iterable. You can see our other teardowns at: iterable.com/teardown
©2016Iterable,Inc.Allrightsreserved
What is a “User Engagement Teardown?”
• Analyze a brand’s user engagement over 3 weeks post-signup
• Constructive evaluation and feedback
• All types of B2C: e-commerce, marketplaces, media, etc.
©2016Iterable,Inc.Allrightsreserved
• Peet’s Coffee & Tea and Starbucks are national brands with retail locations across the U.S. and sell products online.
• Philz Coffee is a regional brand that recently secured expansion funding
How are they engaging shoppers?
©2016Iterable,Inc.Allrightsreserved
What We Did (1/2)
• Created an account and downloaded mobile apps• Subscribed to emails and push notifications• Put items in cart from website and the apps, but didn’t check out• Clicked on a few emails and push notifications• Browsed the site periodically• Analyzed all messages we received over 21 days
©2016Iterable,Inc.Allrightsreserved
What We Did (2/2)
New to the teardowns: we tracked social media engagement.
Growth Marketing is about more than just email /push.
Brands should strive to give users a coordinated, holistic experience.
©2016Iterable,Inc.Allrightsreserved
On to the “User Engagement Timeline”…
©2016Iterable,Inc.Allrightsreserved
©2016Iterable,Inc.Allrightsreserved 9
Mes
sage
sU
ser
Act
ivity
Message Type
Desktop
Activity Type
Mobile
The User Engagement Timeline
Blast
Transactional
Triggered
Push notification
Social
We’ll show you what we (the user or shopper) did here on both mobile and desktop…
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90Days fromstart:
©2016Iterable,Inc.Allrightsreserved 10
Mes
sage
sU
ser
Act
ivity
Message TypeActivity Type
The User Engagement Timeline
Blast
Transactional
Triggered
Push notification
Social
We’ll show you what we (the user or shopper) did here on both mobile and desktop…
… and the engagement from each brand here.
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90Days fromstart:
Desktop Mobile
11
Mes
sage
sU
ser
Act
ivity
Message TypeActivity Type
The User Engagement Timeline
Blast
Transactional
Triggered
Push notification
Social
We’ll show you what we (the user or shopper) did here on both mobile and desktop…
… and the engagement from each brand here.
Activities and message types are color coded as shown in this key.
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Madeanaccount
Triedtofindmobileapp Browsed site
Added1itemtocart
User Engagement TimelineThe
Welcome PeaberryBigKahuna
PerfectCup
St.Patrick’s
Abandon
Signedupforemails Browsed site
Added1itemtocart
BigKahuna
BigKahuna
Subscribe
FB FBTWIG
FBTWIG
FBTWIG
FBTW
FollowedonTwitter,FacebookandInstagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
12
Message TypeActivity TypeBlast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
FBTWIG
Madeanaccount
Triedtofindmobileapp Browsed site
Added1itemtocart
Welcome PeaberryBigKahuna
PerfectCup
St.Patrick’s
Abandon
Signedupforemails Browsed site
Added1itemtocart
BigKahuna
BigKahuna
Subscribe
FB FBTWIG
FBTWIG
FBTWIG
FBTW
FollowedonTwitter,FacebookandInstagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
13
Message TypeActivity TypeBlast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
User Engagement TimelineThe
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Couldn’t find an iOS or Android app, so the actions indicated as mobile are on Peets.com using the Chrome mobile browser.
FBTWIG
Madeanaccount
Triedtofindmobileapp Browsed site
Added1itemtocart
Welcome PeaberryBigKahuna
PerfectCup
St.Patrick’s
Abandon
Signedupforemails Browsed site
Added1itemtocart
BigKahuna
BigKahuna
Subscribe
FB FBTWIG
FBTWIG
FBTWIG
FBTW
FollowedonTwitter,FacebookandInstagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Great welcome email, but no additional engagement via a welcome series.
Peaberry
14
Message TypeActivity TypeBlast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
User Engagement TimelineThe
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
FBTWIG
Madeanaccount
Triedtofindmobileapp Browsed site
Added1itemtocart
Welcome PeaberryBigKahuna
PerfectCup
St.Patrick’s
Abandon
Signedupforemails Browsed site
Added1itemtocart
BigKahuna
BigKahuna
Subscribe
FB FBTWIG
FBTWIG
FBTWIG
FBTW
FollowedonTwitter,FacebookandInstagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
15
Message TypeActivity TypeBlast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
User Engagement TimelineThe
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
FBTWIG
The only other triggered interaction we received was an abandoned cart reminder via
email.
Madeanaccount
Triedtofindmobileapp Browsed site
Added1itemtocart
Welcome PeaberryBigKahuna
PerfectCup
St.Patrick’s
Abandon
Signedupforemails Browsed site
Added1itemtocart
BigKahuna
BigKahuna
Subscribe
FB FBTWIG
FBTWIG
FBTWIG
FBTW
FollowedonTwitter,FacebookandInstagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
The Big Kahuna roast emails were almost identical.
Peaberry
16
Message TypeActivity TypeBlast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
User Engagement TimelineThe
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
FBTWIG
Madeanaccount
Triedtofindmobileapp Browsed site
Added1itemtocart
Welcome PeaberryBigKahuna
PerfectCup
St.Patrick’s
Abandon
Signedupforemails Browsed site
Added1itemtocart
BigKahuna
BigKahuna
Subscribe
FB FBTWIG
FBTWIG
FBTWIG
FBTW
FollowedonTwitter,FacebookandInstagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Same with the Peaberry emails.
Peaberry
17
Message TypeActivity TypeBlast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
User Engagement TimelineThe
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
FBTWIG
Madeanaccount
Triedtofindmobileapp Browsed site
Added1itemtocart
Welcome PeaberryBigKahuna
PerfectCup
St.Patrick’s
Abandon
Signedupforemails Browsed site
Added1itemtocart
BigKahuna
BigKahuna
Subscribe
FB FBTWIG
FBTWIG
FBTWIG
FBTW
FollowedonTwitter,FacebookandInstagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
No engagement during large chunks of time mostly centered around the weekends.
Peaberry
18
Message TypeActivity TypeBlast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
User Engagement TimelineThe
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
FBTWIG
Madeanaccount
Triedtofindmobileapp Browsed site
Added1itemtocart
User Engagement TimelineThe
Welcome PeaberryBigKahuna
PerfectCup
St.Patrick’s
Abandon
Signedupforemails Browsed site
Added1itemtocart
BigKahuna
BigKahuna
Subscribe
FB FBTWIG
FBTWIG
FBTWIG
FBTW
FollowedonTwitter,FacebookandInstagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
19
Message TypeActivity TypeBlast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
©2016Iterable,Inc.Allrightsreserved
Engagement on social media was sparse and irregular.
Desktop Mobile
FBTWIG
Madeanaccount
Triedtofindmobileapp Browsed site
Added1itemtocart
User Engagement TimelineThe
Welcome PeaberryBigKahuna
PerfectCup
St.Patrick’s
Abandon
Signedupforemails Browsed site
Added1itemtocart
BigKahuna
BigKahuna
Subscribe
FBTWIG
FB FBTWIG
FBTWIG
FBTWIG
FBTW
FollowedonTwitter,FacebookandInstagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
20
Message TypeActivity TypeBlast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
©2016Iterable,Inc.Allrightsreserved
Occasionally coordinated messaging in email and social media.
Desktop Mobile
Now, let’s look at some messages from Peet’s.
©2016Iterable,Inc.Allrightsreserved
©2016Iterable,Inc.Allrightsreserved
Menu bar at the top of every email is consistent and makes for an easy user experience.
©2016Iterable,Inc.Allrightsreserved
Messaging is repeated multiple times, can sometimes feel repetitive. This happens here…
©2016Iterable,Inc.Allrightsreserved
…and here...
©2016Iterable,Inc.Allrightsreserved
…and here.
©2016Iterable,Inc.Allrightsreserved
©2016Iterable,Inc.Allrightsreserved
Timely language for St. Patrick’s Day is coordinated across social channels.
©2016Iterable,Inc.Allrightsreserved
But the email is significantly different and not that coordinated… Opportunity to use “Caramel Latte’s got
us feeling lucky” in subject line or copy.
Takeaways from Peet’s
• Great welcome email, but there is potential for a great series.
• Almost all messages were blasts without any personalization.
• Some early coordination across email and social is a great sign.
• Timing varied (all times of day and night). It might be worth testing to see if certain times have better results.
• Emails could be optimized for mobile with a responsive template.
©2016Iterable,Inc.Allrightsreserved
Switching gears to the Starbucks timeline…
©2016Iterable,Inc.Allrightsreserved
Madeanaccount
Downloaded Androidapp Browsed site
Added1itemtocart
User Engagement TimelineThe
Welcome (1) RewardsGold(3)
RewardsIntro(2)
Abandon
SignedupforemailsBrowsed siteAdded1itemtocart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
RewardsFreeDrink(4)
2TWFB2LI
4TWFBIG
5TWFBIGLI
2TWIG2LIYT
TWIGYT
TWFBIG
FollowedonTwitter,Facebook,Instagram,LinkedIn,Pinterest, and
YouTube
Downloaded iPadapp
Loadedcard, madepurchaseOrderbeta
RewardsWaystoPay(5)
RewardsReload(6)
2TW TWIG
TWIG
TWIG
TWIG
4TWFBIGYT
2TWIG
TWFBIG
2TWIG
3TWIG
IG 2TWIG
Chill Paylikeapro
HappyMonday
Inahurry
31
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
©2016Iterable,Inc.Allrightsreserved
Madeanaccount
Downloaded Androidapp Browsed site
Added1itemtocart
RewardsIntro
Abandon
SignedupforemailsBrowsed siteAdded1itemtocart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
2TWFB2LI
4TWFBIG
5TWFBIGLI
2TWIG2LIYT
TWIGYT
TWFBIG
FollowedonTwitter,Facebook,Instagram,LinkedIn,Pinterest, and
YouTube
Downloaded iPadapp
Loadedcard, madepurchaseOrderbeta
2TW TWIG
TWIG
TWIG
TWIG
4TWFBIGYT
2TWIG
TWFBIG
2TWIG
3TWIG
IG 2TWIG
Chill Paylikeapro
HappyMonday
Inahurry
The first email we got was a double opt-in request as well as the welcome email.
32
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
User Engagement TimelineThe
©2016Iterable,Inc.Allrightsreserved
Welcome (1) RewardsGold(3)
RewardsFreeDrink(4)
RewardsWaystoPay(5)
RewardsReload(6)
Madeanaccount
Downloaded Androidapp Browsed site
Added1itemtocartSignedupforemails
Browsed siteAdded1itemtocart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
2TWFB2LI
4TWFBIG
5TWFBIGLI
2TWIG2LIYT
TWIGYT
TWFBIG
FollowedonTwitter,Facebook,Instagram,LinkedIn,Pinterest, and
YouTube
Downloaded iPadapp
Loadedcard, madepurchaseOrderbeta
2TW TWIG
TWIG
TWIG
TWIG
4TWFBIGYT
2TWIG
TWFBIG
2TWIG
3TWIG
IG 2TWIG
Chill Paylikeapro
HappyMonday
Inahurry
These emails seem to be a triggered welcome series, and not general blast emails.
33
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
User Engagement TimelineThe
©2016Iterable,Inc.Allrightsreserved
Welcome (1) RewardsGold(3)
RewardsIntro(2)
Abandon RewardsFreeDrink(4)
RewardsWaystoPay(5)
RewardsReload(6)
Madeanaccount
Downloaded Androidapp Browsed site
Added1itemtocart
User Engagement TimelineThe
SignedupforemailsBrowsed siteAdded1itemtocart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
2TWFB2LI
4TWFBIG
5TWFBIGLI
2TWIG2LIYT
TWIGYT
TWFBIG
FollowedonTwitter,Facebook,Instagram,LinkedIn,Pinterest, and
YouTube
Downloaded iPadapp
Loadedcard, madepurchaseOrderbeta
2TW TWIG
TWIG
TWIG
TWIG
4TWFBIGYT
2TWIG
TWFBIG
2TWIG
3TWIG
IG 2TWIG
Chill Paylikeapro
HappyMonday
Inahurry
34
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
©2016Iterable,Inc.Allrightsreserved
No content in any of the touchpoints were related to products or sales.
Welcome (1) RewardsGold(3)
RewardsIntro(2)
Abandon RewardsFreeDrink(4)
RewardsWaystoPay(5)
RewardsReload(6)
Madeanaccount
Downloaded Androidapp Browsed site
Added1itemtocartSignedupforemails
Browsed siteAdded1itemtocart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
2TWFB2LI
4TWFBIG
5TWFBIGLI
2TWIG2LIYT
TWIGYT
TWFBIG
FollowedonTwitter,Facebook,Instagram,LinkedIn,Pinterest, and
YouTube
Downloaded iPadapp
Loadedcard, madepurchaseOrderbeta
2TW TWIG
TWIG
TWIG
TWIG
4TWFBIGYT
2TWIG
TWFBIG
2TWIG
3TWIG
IG 2TWIG
Chill Paylikeapro
HappyMonday
Inahurry
Push notifications also stored in in-app message center, for easy reference at a later time.
35
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
User Engagement TimelineThe
©2016Iterable,Inc.Allrightsreserved
Welcome (1) RewardsGold(3)
RewardsIntro(2)
Abandon RewardsFreeDrink(4)
RewardsWaystoPay(5)
RewardsReload(6)
Madeanaccount
Downloaded Androidapp Browsed site
Added1itemtocartSignedupforemails
Browsed siteAdded1itemtocart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
2TWFB2LI
4TWFBIG
5TWFBIGLI
2TWIG2LIYT
TWIGYT
TWFBIG
FollowedonTwitter,Facebook,Instagram,LinkedIn,Pinterest, and
YouTube
Downloaded iPadapp
Loadedcard, madepurchaseOrderbeta
2TW TWIG
TWIG
TWIG
TWIG
4TWFBIGYT
2TWIG
TWFBIG
2TWIG
3TWIG
IG 2TWIG
Chill Paylikeapro
HappyMonday
Inahurry
Almost all social media messaging was coordinated…
36
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
User Engagement TimelineThe
©2016Iterable,Inc.Allrightsreserved
Welcome (1) RewardsGold(3)
RewardsIntro(2)
Abandon RewardsFreeDrink(4)
RewardsWaystoPay(5)
RewardsReload(6)
Madeanaccount
Downloaded Androidapp Browsed site
Added1itemtocart
RewardsIntro
SignedupforemailsBrowsed siteAdded1itemtocart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
2TWFB2LI
4TWFBIG
5TWFBIGLI
2TWIG2LIYT
TWIGYT
TWFBIG
FollowedonTwitter,Facebook,Instagram,LinkedIn,Pinterest, and
YouTube
Downloaded iPadapp
Loadedcard, madepurchaseOrderbeta
2TW TWIG
TWIG
TWIG
TWIG
4TWFBIGYT
2TWIG
TWFBIG
2TWIG
3TWIG
IG 2TWIG
Chill Paylikeapro
HappyMonday
Inahurry
37
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
User Engagement TimelineThe
©2016Iterable,Inc.Allrightsreserved
Welcome (1) RewardsGold(3)
RewardsIntro(2)
Abandon RewardsFreeDrink(4)
RewardsWaystoPay(5)
RewardsReload(6)…But only rarely with other engagement
channels like email and push notifications.
Now, let’s look at some messages from Starbucks.
©2016Iterable,Inc.Allrightsreserved
©2016Iterable,Inc.Allrightsreserved
Emailsfrom “Starbucks Coffee Company,” “Starbucks Store,” “(My) Starbucks Rewards,” could be confusing.
©2016Iterable,Inc.Allrightsreserved
Emailsfrom “Starbucks Coffee Company,” “Starbucks Store,” “(My) Starbucks Rewards,” could be confusing.
Subject lines do not include attention-grabbing language, emojis or call capital letters for emphasis.
©2016Iterable,Inc.Allrightsreserved
Greatvisualsandcharminglanguage.
©2016Iterable,Inc.Allrightsreserved
Greatvisualsandcharminglanguage.
Greatremindersaboutthepreferencecenterandreferafriendlink.
©2016Iterable,Inc.Allrightsreserved
Greatvisualsandcharminglanguage.
Greatremindersaboutthepreferencecenterandreferafriendlink.
Allemailsaremobile-optimizedbutsometimesthey lookawkwardondesktop.
Greatvisualsandcharminglanguage.
Greatremindersaboutthepreferencecenterandreferafriendlink.
Allemailsaremobile-optimizedbutsometimesthey lookawkwardondesktop.
Emailshadsomepersonalization.
©2016Iterable,Inc.Allrightsreserved
Greatvisualsandcharminglanguageinpushnotifications.
©2016Iterable,Inc.Allrightsreserved
Greatvisualsandcharminglanguageinpushnotifications.
Simpleandeasytofollowinstructionsforuseonthego.
©2016Iterable,Inc.Allrightsreserved
Greatvisualsandcharminglanguageinpushnotifications.
Simpleandeasytofollowinstructionsforuseonthego.
Call-to-actionisphysical,neverdigital(e.g.alinktoorderahead)
©2016Iterable,Inc.Allrightsreserved
Starbucks Takeaways
• Great engagement on social media including seasonal imagery.
• Transactional emails could include messaging about promotions.
• No engagement based on behavioral data, other than shopping cart abandonment.
• Welcome series could include some messages over SMS.
• Coordination between email/push and social could be taken up a notch.
©2016Iterable,Inc.Allrightsreserved
What about a smaller brand like Philz?
©2016Iterable,Inc.Allrightsreserved
Lookedformobileapp Browsed site
Added1itemtocart
User Engagement TimelineThe
Welcome
Signedupforemails Browsed site
Added1itemtocart
SweetTreat
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
50
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
©2016Iterable,Inc.Allrightsreserved
TWFBIG
TWFBIG
TWFBIG
FB TWFBLI
TWFBIGLI
TWIGLI
TW TW TWIGLI
Lookedformobileapp Browsed site
Added1itemtocart
User Engagement TimelineThe
Welcome
Signedupforemails Browsed site
Added1itemtocart
SweetTreat
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
51
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
©2016Iterable,Inc.Allrightsreserved
TWFBIG
TWFBIG
TWFBIG
FB TWFBLI
TWFBIGLI
TWIGLI
TW TW TWIGLI
Welcome email was a double opt-in verification. But only one email in the series.
Lookedformobileapp Browsed site
Added1itemtocart
User Engagement TimelineThe
Welcome
Signedupforemails Browsed site
Added1itemtocart
SweetTreat
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
52
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
©2016Iterable,Inc.Allrightsreserved
No engagement after we abandoned items in our shopping cart.
TWFBIG
TWFBIG
TWFBIG
FB TWFBLI
TWFBIGLI
TWIGLI
TW TW TWIGLI
Lookedformobileapp Browsed site
Added1itemtocart
User Engagement TimelineThe
Welcome
Signedupforemails Browsed site
Added1itemtocart
SweetTreat
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
53
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
©2016Iterable,Inc.Allrightsreserved
TWFBIG
TWFBIG
TWFBIG
FB TWFBLI
TWFBIGLI
TWIGLI
TW TW TWIGLI
We clicked on the email on both desktop and mobile and browsed around the site.
Lookedformobileapp Browsed site
Added1itemtocart
User Engagement TimelineThe
Welcome
Signedupforemails Browsed site
Added1itemtocart
SweetTreat
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
54
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
©2016Iterable,Inc.Allrightsreserved
…But we never recieved any additional engagement.
TWFBIG
TWFBIG
TWFBIG
FB TWFBLI
TWFBIGLI
TWIGLI
TW TW TWIGLI
Lookedformobileapp Browsed site
Added1itemtocart
User Engagement TimelineThe
Welcome
Signedupforemails Browsed site
Added1itemtocart
SweetTreat
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
55
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Mes
sage
sU
ser
Act
ivity
Days fromstart:
©2016Iterable,Inc.Allrightsreserved
Significantly more engagement on social media than email.
TWFBIG
TWFBIG
TWFBIG
FB TWFBLI
TWFBIGLI
TWIGLI
TW TW TWIGLI
Let’s look at the one message from Philz.
©2016Iterable,Inc.Allrightsreserved
©2016Iterable,Inc.Allrightsreserved
Bigbeautifulimage,onesimplecalltoaction.
©2016Iterable,Inc.Allrightsreserved
Bigbeautifulimage,onesimplecalltoaction.
Notpersonalized,blastemail.
Bigbeautifulimage,onesimplecalltoaction.
Notpersonalized,blastemail.
Greatlinkstoothercontent.
©2016Iterable,Inc.Allrightsreserved
PhilzTakeaways
• Currentvisualandcopyisgreat,butcouldtestincreasedfrequencyforbetterconversionrate.
• Socialmediapostsincludeproductimagesandgetniceengagement.
• Nocoordinationbetweenthetwo.
• CouldtestengagementwithamobileapporSMS.
©2016Iterable,Inc.Allrightsreserved
Now, let’s compare and contrast…
©2016Iterable,Inc.Allrightsreserved
User Engagement Timeline Comparison - Email
Welcome PeaberryBigKahuna
PerfectCup
St.Patrick’s
Abandon BigKahuna
BigKahuna
Subscribe
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
62
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Days fromstart:
Welcome RewardsGold
RewardsIntro
Abandon RewardsFreeDrink
RewardsWaystoPay
RewardsReload
©2016Iterable,Inc.Allrightsreserved
Welcome SweetTreat
User Engagement Timeline Comparison - Email
Welcome PeaberryBigKahuna
PerfectCup
St.Patrick’s
Abandon BigKahuna
BigKahuna
Subscribe
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
63
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Days fromstart:
Welcome RewardsGold
RewardsIntro
Abandon RewardsFreeDrink
RewardsWaystoPay
RewardsReload
Here are the emails sent by each brand.
©2016Iterable,Inc.Allrightsreserved
Welcome SweetTreat
User Engagement Timeline Comparison - Email
Welcome PeaberryBigKahuna
PerfectCup
St.Patrick’s
Abandon BigKahuna
BigKahuna
Subscribe
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
64
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Days fromstart:
Welcome RewardsGold
RewardsIntro
Abandon RewardsFreeDrink
RewardsWaystoPay
RewardsReload
Notice the differences in frequency between blast (red) and triggered (yellow) messages.
©2016Iterable,Inc.Allrightsreserved
Welcome SweetTreat
User Engagement Timeline Comparison - Social
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
65
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Days fromstart:
And here is the social engagement for each brand.
©2016Iterable,Inc.Allrightsreserved
FB FBTWIG
FBTWIG
FBTWIG
FBTW
2TWFB2LI
4TWFBIG
TWIGYT
TWFBIG
2TW TWIG
TWIG
TWIG
TWIG
2TWIG
TWFBIG
2TWIG
3TWIG
IG 2TWIG
TWFBIG
TWFBIG
TWFBIG
FB TWFBLI
TWFBIGLI
TWIGLI
TW TW TWIGLI
FBTWIG
User Engagement Timeline Comparison - Social
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
66
Message Type
Desktop browser
Activity Type
Mobile app
Blast
Transactional
Triggered
Push notification
Social
Days fromstart:
©2016Iterable,Inc.Allrightsreserved
FB FBTWIG
FBTWIG
FBTWIG
FBTW
2TWFB2LI
4TWFBIG
TWIGYT
TWFBIG
2TW TWIG
TWIG
TWIG
TWIG
2TWIG
TWFBIG
2TWIG
3TWIG
IG 2TWIG
TWFBIG
TWFBIG
TWFBIG
FB TWFBLI
TWFBIGLI
TWIGLI
TW TW TWIGLI
Starbucks is clearly the most consistent across email and social.
Peet’s was less consistent in social.
Philz was weaker in email, but fairly active on social.
FBTWIG
Compare and Contrast: Frequency
©2016Iterable,Inc.Allrightsreserved
Brand Frequency of Email Frequency of Push Notification Frequency of Social Media
Peet’s 10 in 21 days N/A 6 days out of 21
Starbucks 7 in 21 days 4 in 21 days 18 days out of 21
Philz 2 in 21 days N/A 10 days out of 21
Starbucks had a generally higher frequency of engagement across the board than Peet’s and Philz, but the strategies differed in the content and channel.
All brands sent welcome emails…
©2016Iterable,Inc.Allrightsreserved
©2016Iterable,Inc.Allrightsreserved
©2016Iterable,Inc.Allrightsreserved
Doubleopt-inforStarbucksandPhilz.
©2016Iterable,Inc.Allrightsreserved
Doubleopt-inforStarbucksandPhilz.
GreatvisualsandevenacouponinPeet’s.
©2016Iterable,Inc.Allrightsreserved
Doubleopt-inforStarbucksandPhilz.
GreatvisualsandevenacouponinPeet’s.
Philz andPeet’s onlysentoneemail.
©2016Iterable,Inc.Allrightsreserved
Doubleopt-inforStarbucksandPhilz.
GreatvisualsandevenacouponinPeet’s.
Philz andPeet’s onlysentoneemail.
Starbucksincludedalinktouser’spreferencecenter.
©2016Iterable,Inc.Allrightsreserved
Doubleopt-inforStarbucksandPhilz.
GreatvisualsandevenacouponinPeet’s.
Philz andPeet’s onlysentoneemail.
Starbucksincludedalinktouser’spreferencecenter.
Allbrandscouldroundoutwelcomeserieswithmobilefriendlyemails,pushnotificationsandSMS.
2 of 3 brands sent shopping cart abandonment reminders.
©2016Iterable,Inc.Allrightsreserved
©2016Iterable,Inc.Allrightsreserved
Peet’s abandonedcartremindercamefrom“CustomerService”insteadoftheusual“Peet’s Coffee&Tea.”
Starbucks’abandoned cartremindercamefrom“StarbucksStore.”
©2016Iterable,Inc.Allrightsreserved
Peet’s includedapromotionalreminderandgreatvisualsandpersonalization.
©2016Iterable,Inc.Allrightsreserved
Peet’s includedapromotionalreminderandgreatvisualsandpersonalization.
Starbuckshadamorecasualsubjectline“Didyouforgetsomething?”versus“AbandonCartReminder”fromPeet’s.
©2016Iterable,Inc.Allrightsreserved
Peet’s includedapromotionalreminderandgreatvisualsandpersonalization.
Starbuckshadamorecasualsubjectline“Didyouforgetsomething?”versus“AbandonCartReminder”fromPeet’s.
Starbucksincludedtheactualproductdetailsintheemail,versusjustalinktoviewmycart.
©2016Iterable,Inc.Allrightsreserved
Peet’s includedapromotionalreminderandgreatvisualsandpersonalization.
Starbuckshadamorecasualsubjectline“Didyouforgetsomething?”versus“AbandonCartReminder”fromPeet’s.
Starbucksincludedtheactualproductdetailsintheemail,versusjustalinktoviewmycart.
Neitherwasmobilefriendly.
Email – Overall Suggestions
• A/B test timing and order of channels to increase conversions.
• Try out behavior-based triggered messaging.
• Test attention-grabbing subject lines with capitals and emojis.
• Coordinate across all channels including social media.
• SMS would be easy to implement with a platform that supports multi-channel campaigns.
©2016Iterable,Inc.Allrightsreserved
Overall Takeaways
• All three share high-quality visuals and charming language.
• All three brands send at least one welcome email, but Starbucks had the most touchpoints by far.
• Shopping Cart Abandonment emails encourage conversions for Peet’s and Starbucks.
• Good engagement for all 3 brands, but lots of room for improvement!
©2016Iterable,Inc.Allrightsreserved
Ifyoulikedthisteardown,you’llenjoytheothers:
Viewthemandsignupfornotificationsoffutureteardowns:iterable.com/teardown
©2016Iterable,Inc.Allrightsreserved
That’sit!
• ThankyouforreadingthisUserEngagementTeardown!
• Jointhediscussion!Use#UEteardown
• Downloadtheseandpastteardownslides:iterable.com/teardown
Twitter.com/iterableFacebook.com/iterableYouTube.com/user/iterableTV
©2016Iterable,Inc.Allrightsreserved