user engagement teardown

User Engagement Teardown

©2016Iterable,Inc.Allrightsreserved

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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”…


©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

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Act

ivity

Message TypeActivity Type


Blast

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

11

Mes

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Act

ivity

Message TypeActivity Type


Blast

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:

©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

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ser

Act

ivity

Days fromstart:


FBTWIG

Madeanaccount


Added1itemtocart


PerfectCup

St.Patrick’s

Abandon


Added1itemtocart

BigKahuna

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

FBTWIG

FBTW


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

Peaberry

13


Transactional

Triggered

Push notification

Social

Mes

sage

sU

ser

Act

ivity

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

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

FBTWIG

FBTW


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


Transactional

Triggered

Push notification

Social

Mes

sage

sU

ser

Act

ivity

Days fromstart:



FBTWIG

Madeanaccount


Added1itemtocart


PerfectCup

St.Patrick’s

Abandon


Added1itemtocart

BigKahuna

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

FBTWIG

FBTW


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

Peaberry

15


Transactional

Triggered

Push notification

Social

Mes

sage

sU

ser

Act

ivity

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

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

FBTWIG

FBTW


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


Transactional

Triggered

Push notification

Social

Mes

sage

sU

ser

Act

ivity

Days fromstart:



FBTWIG

Madeanaccount


Added1itemtocart


PerfectCup

St.Patrick’s

Abandon


Added1itemtocart

BigKahuna

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

FBTWIG

FBTW


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


Transactional

Triggered

Push notification

Social

Mes

sage

sU

ser

Act

ivity

Days fromstart:



FBTWIG

Madeanaccount


Added1itemtocart


PerfectCup

St.Patrick’s

Abandon


Added1itemtocart

BigKahuna

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

FBTWIG

FBTW


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


Transactional

Triggered

Push notification

Social

Mes

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ser

Act

ivity

Days fromstart:



FBTWIG

Madeanaccount


Added1itemtocart



PerfectCup

St.Patrick’s

Abandon


Added1itemtocart

BigKahuna

BigKahuna

Subscribe

FB FBTWIG

FBTWIG

FBTWIG

FBTW


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

Peaberry

19


Transactional

Triggered

Push notification

Social

Mes

sage

sU

ser

Act

ivity

Days fromstart:


Engagement on social media was sparse and irregular.

Desktop Mobile

FBTWIG

Madeanaccount


Added1itemtocart



PerfectCup

St.Patrick’s

Abandon


Added1itemtocart

BigKahuna

BigKahuna

Subscribe

FBTWIG

FB FBTWIG

FBTWIG

FBTWIG

FBTW


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

Peaberry

20


Transactional

Triggered

Push notification

Social

Mes

sage

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Act

ivity

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

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:


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

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

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ivity

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

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

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Act

ivity

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

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

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ser

Act

ivity

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

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:




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

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

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Act

ivity

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

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

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Act

ivity

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.


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.



Allemailsaremobile-optimizedbutsometimesthey lookawkwardondesktop.

Emailshadsomepersonalization.


Greatvisualsandcharminglanguageinpushnotifications.



Simpleandeasytofollowinstructionsforuseonthego.



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

50

Message Type

Desktop browser

Activity Type

Mobile app

Blast

Transactional

Triggered

Push notification

Social

Mes

sage

sU

ser

Act

ivity

Days fromstart:


TWFBIG

TWFBIG

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

51

Message Type

Desktop browser

Activity Type

Mobile app

Blast

Transactional

Triggered

Push notification

Social

Mes

sage

sU

ser

Act

ivity

Days fromstart:


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.


Added1itemtocart


Welcome


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

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ser

Act

ivity

Days fromstart:


No engagement after we abandoned items in our shopping cart.

TWFBIG

TWFBIG

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

53

Message Type

Desktop browser

Activity Type

Mobile app

Blast

Transactional

Triggered

Push notification

Social

Mes

sage

sU

ser

Act

ivity

Days fromstart:


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.


Added1itemtocart


Welcome


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

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ser

Act

ivity

Days fromstart:


…But we never recieved any additional engagement.

TWFBIG

TWFBIG

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

55

Message Type

Desktop browser

Activity Type

Mobile app

Blast

Transactional

Triggered

Push notification

Social

Mes

sage

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Act

ivity

Days fromstart:


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.



Bigbeautifulimage,onesimplecalltoaction.



Notpersonalized,blastemail.


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

62

Message Type

Desktop browser

Activity Type

Mobile app

Blast

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

63

Message Type

Desktop browser

Activity Type

Mobile app

Blast

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

64

Message Type

Desktop browser

Activity Type

Mobile app

Blast

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

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.


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:


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


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.





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.




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:

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