user engagement teardown

User Engagement Teardown

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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

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.

• 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?

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

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.

On to the “User Engagement Timeline”…

Message Type

Desktop

Activity Type

Mobile

The User Engagement Timeline

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:

Message TypeActivity Type

Transactional

Triggered

Push notification

Social

… 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

Message TypeActivity Type

Transactional

Triggered

Push notification

Social

… 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:

Madeanaccount

Triedtofindmobileapp Browsed site

Added1itemtocart

User Engagement TimelineThe

Welcome PeaberryBigKahuna

PerfectCup

St.Patrick’s

Abandon

Signedupforemails Browsed site

Added1itemtocart

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

FollowedonTwitter,FacebookandInstagram

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Peaberry

Message TypeActivity TypeBlast

Transactional

Triggered

Push notification

Social

Days fromstart:

FBTWIG

Madeanaccount

Added1itemtocart

PerfectCup

St.Patrick’s

Abandon

Added1itemtocart

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Peaberry

Transactional

Triggered

Push notification

Social

Days fromstart:

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

Added1itemtocart

PerfectCup

St.Patrick’s

Abandon

Added1itemtocart

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

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

Transactional

Triggered

Push notification

Social

Days fromstart:

FBTWIG

Madeanaccount

Added1itemtocart

PerfectCup

St.Patrick’s

Abandon

Added1itemtocart

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Peaberry

Transactional

Triggered

Push notification

Social

Days fromstart:

FBTWIG

The only other triggered interaction we received was an abandoned cart reminder via

email.

Madeanaccount

Added1itemtocart

PerfectCup

St.Patrick’s

Abandon

Added1itemtocart

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

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

Transactional

Triggered

Push notification

Social

Days fromstart:

FBTWIG

Madeanaccount

Added1itemtocart

PerfectCup

St.Patrick’s

Abandon

Added1itemtocart

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

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

Transactional

Triggered

Push notification

Social

Days fromstart:

FBTWIG

Madeanaccount

Added1itemtocart

PerfectCup

St.Patrick’s

Abandon

Added1itemtocart

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

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

Transactional

Triggered

Push notification

Social

Days fromstart:

FBTWIG

Madeanaccount

Added1itemtocart

PerfectCup

St.Patrick’s

Abandon

Added1itemtocart

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Peaberry

Transactional

Triggered

Push notification

Social

Days fromstart:

Engagement on social media was sparse and irregular.

Desktop Mobile

FBTWIG

Madeanaccount

Added1itemtocart

PerfectCup

St.Patrick’s

Abandon

Added1itemtocart

BigKahuna

Subscribe

FBTWIG

FB FBTWIG

FBTWIG

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Peaberry

Transactional

Triggered

Push notification

Social

Days fromstart:

Occasionally coordinated messaging in email and social media.

Desktop Mobile

Now, let’s look at some messages from Peet’s.

Menu bar at the top of every email is consistent and makes for an easy user experience.

Messaging is repeated multiple times, can sometimes feel repetitive. This happens here…

…and here...

…and here.

Timely language for St. Patrick’s Day is coordinated across social channels.

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.

Switching gears to the Starbucks timeline…

Madeanaccount

Downloaded Androidapp Browsed site

Added1itemtocart

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

4TWFBIGYT

TWFBIG

IG 2TWIG

Chill Paylikeapro

HappyMonday

Inahurry

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

Madeanaccount

Added1itemtocart

RewardsIntro

Abandon

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

YouTube

Downloaded iPadapp

2TW TWIG

4TWFBIGYT

TWFBIG

IG 2TWIG

Chill Paylikeapro

HappyMonday

Inahurry

The first email we got was a double opt-in request as well as the welcome email.

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

RewardsFreeDrink(4)

RewardsWaystoPay(5)

RewardsReload(6)

Madeanaccount

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

YouTube

Downloaded iPadapp

2TW TWIG

4TWFBIGYT

TWFBIG

IG 2TWIG

Chill Paylikeapro

HappyMonday

Inahurry

These emails seem to be a triggered welcome series, and not general blast emails.

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

RewardsIntro(2)

Abandon RewardsFreeDrink(4)

RewardsWaystoPay(5)

RewardsReload(6)

Madeanaccount

Added1itemtocart

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

YouTube

Downloaded iPadapp

2TW TWIG

4TWFBIGYT

TWFBIG

IG 2TWIG

Chill Paylikeapro

HappyMonday

Inahurry

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

No content in any of the touchpoints were related to products or sales.

RewardsIntro(2)

RewardsWaystoPay(5)

RewardsReload(6)

Madeanaccount

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

YouTube

Downloaded iPadapp

2TW TWIG

4TWFBIGYT

TWFBIG

IG 2TWIG

Chill Paylikeapro

HappyMonday

Inahurry

Push notifications also stored in in-app message center, for easy reference at a later time.

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

RewardsIntro(2)

RewardsWaystoPay(5)

RewardsReload(6)

Madeanaccount

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

YouTube

Downloaded iPadapp

2TW TWIG

4TWFBIGYT

TWFBIG

IG 2TWIG

Chill Paylikeapro

HappyMonday

Inahurry

Almost all social media messaging was coordinated…

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

RewardsIntro(2)

RewardsWaystoPay(5)

RewardsReload(6)

Madeanaccount

Added1itemtocart

RewardsIntro

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

YouTube

Downloaded iPadapp

2TW TWIG

4TWFBIGYT

TWFBIG

IG 2TWIG

Chill Paylikeapro

HappyMonday

Inahurry

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

RewardsIntro(2)

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.

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.

Greatvisualsandcharminglanguage.

Greatremindersaboutthepreferencecenterandreferafriendlink.

Allemailsaremobile-optimizedbutsometimesthey lookawkwardondesktop.

Emailshadsomepersonalization.

Greatvisualsandcharminglanguageinpushnotifications.

Simpleandeasytofollowinstructionsforuseonthego.

Call-to-actionisphysical,neverdigital(e.g.alinktoorderahead)

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.

What about a smaller brand like Philz?

Lookedformobileapp Browsed site

Added1itemtocart

Welcome

Added1itemtocart

SweetTreat

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

TWFBIG

FB TWFBLI

TWFBIGLI

TWIGLI

TW TW TWIGLI

Added1itemtocart

Welcome

Added1itemtocart

SweetTreat

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

TWFBIG

FB TWFBLI

TWFBIGLI

TWIGLI

TW TW TWIGLI

Welcome email was a double opt-in verification. But only one email in the series.

Added1itemtocart

Welcome

Added1itemtocart

SweetTreat

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

No engagement after we abandoned items in our shopping cart.

TWFBIG

FB TWFBLI

TWFBIGLI

TWIGLI

TW TW TWIGLI

Added1itemtocart

Welcome

Added1itemtocart

SweetTreat

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

TWFBIG

FB TWFBLI

TWFBIGLI

TWIGLI

TW TW TWIGLI

We clicked on the email on both desktop and mobile and browsed around the site.

Added1itemtocart

Welcome

Added1itemtocart

SweetTreat

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

…But we never recieved any additional engagement.

TWFBIG

FB TWFBLI

TWFBIGLI

TWIGLI

TW TW TWIGLI

Added1itemtocart

Welcome

Added1itemtocart

SweetTreat

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

Significantly more engagement on social media than email.

TWFBIG

FB TWFBLI

TWFBIGLI

TWIGLI

TW TW TWIGLI

Let’s look at the one message from Philz.

Bigbeautifulimage,onesimplecalltoaction.

Notpersonalized,blastemail.

Greatlinkstoothercontent.

PhilzTakeaways

• Currentvisualandcopyisgreat,butcouldtestincreasedfrequencyforbetterconversionrate.

• Socialmediapostsincludeproductimagesandgetniceengagement.

• Nocoordinationbetweenthetwo.

• CouldtestengagementwithamobileapporSMS.

Now, let’s compare and contrast…

User Engagement Timeline Comparison - Email

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

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

Welcome RewardsGold

RewardsIntro

Abandon RewardsFreeDrink

RewardsWaystoPay

RewardsReload

Welcome SweetTreat

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

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

Welcome RewardsGold

RewardsIntro

RewardsWaystoPay

RewardsReload

Here are the emails sent by each brand.

Welcome SweetTreat

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

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

Welcome RewardsGold

RewardsIntro

RewardsWaystoPay

RewardsReload

Notice the differences in frequency between blast (red) and triggered (yellow) messages.

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

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

And here is the social engagement for each brand.

FB FBTWIG

FBTWIG

2TWFB2LI

4TWFBIG

TWIGYT

TWFBIG

2TW TWIG

TWFBIG

IG 2TWIG

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

Message Type

Desktop browser

Activity Type

Mobile app

Transactional

Triggered

Push notification

Social

Days fromstart:

FB FBTWIG

FBTWIG

2TWFB2LI

4TWFBIG

TWIGYT

TWFBIG

2TW TWIG

TWFBIG

IG 2TWIG

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

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…

Doubleopt-inforStarbucksandPhilz.

GreatvisualsandevenacouponinPeet’s.

Philz andPeet’s onlysentoneemail.

Starbucksincludedalinktouser’spreferencecenter.

Allbrandscouldroundoutwelcomeserieswithmobilefriendlyemails,pushnotificationsandSMS.

2 of 3 brands sent shopping cart abandonment reminders.

Peet’s abandonedcartremindercamefrom“CustomerService”insteadoftheusual“Peet’s Coffee&Tea.”

Starbucks’abandoned cartremindercamefrom“StarbucksStore.”

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.

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!

Ifyoulikedthisteardown,you’llenjoytheothers:

Viewthemandsignupfornotificationsoffutureteardowns:iterable.com/teardown

That’sit!

• ThankyouforreadingthisUserEngagementTeardown!

• Jointhediscussion!Use#UEteardown

• Downloadtheseandpastteardownslides:iterable.com/teardown

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