Post on 13-Jan-2017
UserEngagementTeardown
Winter2016
#UEteardownDownload:iterable.com/teardown
2©2015Iterable,Inc.Allrightsreserved
Makesuretowatchfullscreen!Pressthisbutton
Whatisa“UserEngagementTeardown”?
• Analyzeacompany’suserengagementover3weekspost-signup
• Constructiveevaluationandfeedback
• AlltypesofB2Ccompanies:e-commerce,marketplaces,media,etc.
©2015Iterable,Inc.Allrightsreserved 3
4©2015Iterable,Inc.Allrightsreserved
• “Thelargestcommunitymarketplaceforfashion.”
• Enablesuserstobuyandsellclothing
• $40.5Minfunding,700k+sellersandmillionsofusers
HowisPoshmark engagingshoppers?
WhatWeDid
©2015Iterable,Inc.Allrightsreserved 5
• CreatedanaccountanddownloadedthePoshmark mobileapp
• Followedacoupleofbrands
• Showedintenttopurchaseitemsonweb/app,butdidn’tcheckout
• Analyzedallmessageswereceivedover3+weeks
AQuickWordon
©2015Iterable,Inc.Allrightsreserved 6
• Iterableisaconsumergrowth-marketingplatform
• CheckoutourcasestudiesonDot&BoandRocksbox,twocustomersusingIterable forcustomerengagement:iterable.com/ecommerce
• AnyrecommendationswemakecanbeimplementedwithIterable.Youcanseeourotherteardownsat:iterable.com/teardown
7©2015Iterable,Inc.Allrightsreserved
Ontothe“UserEngagementTimeline”…
8©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
UserEngagementTimelineThe
9©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
We’llshowyouwhatwe(theuserorshopper)didhere…
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
UserEngagementTimelineThe
10©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
We’llshowyouwhatwe(theuserorshopper)didhere…
…andtheengagementfromPoshmark here.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
UserEngagementTimelineThe
11©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
We’llshowyouwhatwe(theuserorshopper)didhere…
…andtheengagementfromPoshmark here.
Activitiesandmessagetypesarecolorcodedasshown inthiskey
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
UserEngagementTimelineThe
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
12©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
Welcome
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Onthefirstday,wesignedupforPoshmark onthewebsite,followed1brand
(Nike)andsetsomepreferences.
SignedUp
FollowedNike
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
13©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
Welcome
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
WepromptlyreceivedaWelcomeemailmessage.
SignedUp
FollowedNike
14©2015Iterable,Inc.Allrightsreserved
Fastforwardtoday21…
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
15©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
W
Welcome
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
2
ClosetClear-out
SignedUp
FollowedNike
Installedand
launchedapp
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
16©2015Iterable,Inc.Allrightsreserved
Let’spointoutafewthings…
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
17©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
W
Welcome
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
2
Poshmark hadasolidwelcomeseries,consistingof3emailsoverthefirst3days…
ClosetClear-out
SignedUp
FollowedNike
Installedand
launchedapp
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
18©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
W
Welcome
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
2
Poshmark hadasolidwelcomeseries,consistingof3emailsoverthefirst3days…
...afollow-upemail(repeatofemail3)onday6…
ClosetClear-out
SignedUp
FollowedNike
Installedand
launchedapp
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
19©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
W
Welcome
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
2
Poshmark hadasolidwelcomeseries,consistingof3emailsoverthefirst3days…
...afollow-upemail(repeatofemail3)onday6…
…andapushnotification(similartoemail3)alsoonday6(sinceweinstalledthemobileappthatday).
ClosetClear-out
SignedUp
FollowedNike
Installedand
launchedapp
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
20©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
W
Welcome
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
2
We’lllookattheactualwelcomeseriesmessagesinmoredetailinthenextsection.
ClosetClear-out
SignedUp
FollowedNike
Installedand
launchedapp
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
21©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
W
Welcome
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
2
Almostalladditionalemailswereregularpromotionalblasts.
Theyhadonegeneraltheme(e.g.,boots,Burberry)andshowedseveralproductsofthatcategory/brand.
ClosetClear-out
SignedUp
FollowedNike
Installedand
launchedapp
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
22©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
W
Welcome
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
These2emailsweredifferentanddidnotfeaturespecificproducts.
SignedUp
FollowedNike
Installedand
launchedapp
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
23©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
W
Welcome
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
These2emailsweredifferentanddidnotfeaturespecificproducts.
Thefirsttalkedabout“KateF”aPoshmark userwhohasbeensuccessfulandencouragingustolookather“closet.”
SignedUp
FollowedNike
Installedand
launchedapp
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
24©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
W
Welcome
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
These2emailsweredifferentanddidnotfeaturespecificproducts.
Thefirsttalkedabout“KateF”aPoshmark userwhohasbeensuccessfulandencouragingustolookather“closet.”
Thesecondencouragedustodropthepricesonanyitemsweweresellingandalsotoshopforbargains.
SignedUp
FollowedNike
Installedand
launchedapp
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
25©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
W
Welcome
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
CommunityseemstobeabigpartofthePoshmarkexperienceandwefeeltherecouldhavebeenmoremessages(liketheoneaboutKateF)highlightingthat.
Perhapsevenaspartofaslightlylongerwelcomeseries.
SignedUp
FollowedNike
Installedand
launchedapp
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
26©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Theseothertwoemailswerecustomizedblasts.
OnewasaboutNikeproductsandtheotherwasaboutColeHaan products.Thosearethetwobrands
wefollowed.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
27©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
We’renotsurewhythesetwoemailswereonlysentlateinthe21dayperiod.
Similartothecommunitymessage,perhapssendingthemearlier,oraspartofthewelcomeseriescouldbe
effective.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
28©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Nowlet’slookatpushnotifications…
Poshmarkissuperactivehereanddoesagreatjoboverall.Therearesomeinterestingthingsgoingontoo.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
29©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Itallstartedwhenweinstalledandlaunchedtheapp…
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
30©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Wegotthe initialnotification,whichweconsideredpartofthewelcomeseries.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
31©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Andwethengot90morenotifications inthenext16days!
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
32©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Therewere3typesofpushnotifications…
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
33©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Firstarethosewemarkedwithan“S”sincetheirintentseemstogetyoutolaunchtheappandShop.
Therewere26ofthese,orabout29%ofthetotal.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
34©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Secondarethosewemarkedwithan“R”sincetheywereabitmoreRandom.Theintentseemedtobetojustengagetheuserwithfunny/pop cultureremarks.
Therewere27ofthese,orabout30%ofthetotal.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
35©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Third,therewerepushnotificationsnotifyingusofnewfollowers.
Forsomereason,thesestartedonday17,twodaysafterwedidsomebrowsingintheapp(althoughwedidn’tchangeanysettings).Itmaybeunrelated.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
36©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Third,therewerepushnotificationsnotifyingusofnewfollowers.
Forsomereason,thesestartedonday17,twodaysafterwedidsomebrowsingintheapp(althoughwedidn’tchangeanysettings).Itmaybeunrelated.
Inthenextfewdayswegotabunchofthesenotifications,including22onday18!
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
37©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Interestingly,thefollowernotificationsdieddowninthefollowingdays,againwithoutuschanginganysettings.
Asfarasweknowthisallmighthavebeenabitofafluke.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
38©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Sotosummarizethepushnotificationaction:
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
39©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Sotosummarizethepushnotificationaction:
Wegotroughlythesamenumberof“S”hop and“R”andom pushnotifications,ataclipof3.3/day.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
40©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Sotosummarizethepushnotificationaction:
Wegotroughlythesamenumberof“S”hop and“R”andom pushnotifications,ataclipof3.3/day.
Wealsogotaflurryoffollowernotificationsthatquicklydieddown.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
41©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Sotosummarizethepushnotificationaction:
Wegotroughlythesamenumberof“S”hop and“R”andom pushnotifications,ataclipof3.3/day.
Wealsogotaflurryoffollowernotificationsthatquicklydieddown.
Intotalwegot90notificationsin16days,or5.6/day.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
42©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Unfortunately,itdoesn’t seemthatdailyblastemailswerecoordinatedwithpushnotifications.Wefeelthisisamissedopportunity.
Coordinatingeffortssothatpushes reinforceemailmessagesmightbeagoodmove.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
43©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Finally,wedid2quickshoppingcartabandonmentexperiments.
Onday15weabandoned2itemsviathedesktopbrowser.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
44©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Finally,wedid2quickshoppingcartabandonmentexperiments.
Onday15weabandoned2itemsviathedesktopbrowser.
Onday16weabandoned2itemsviathemobileapp.
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
45©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
FollowedNike
W
Welcome
Installedand
launchedapp
Shipping
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
UserEngagementTimelineThe
Welcome
WFirstorder
W
Boots
Makeup Coach Tiffany Firstorder
W
NorthFace
S
S
S
R
R
R
Sweaters
R
R
S
Concierge
R
S
Turkey
S
R
S
Varsity
R
R
R
Boots
R
S
Auth
S
R
S
MAC
R
R
KateF
S
R
R
Uggs
S
R
R
Burberry
S
S
R
Fall
Browsed
FollowedColeHaan
Aband’nd2items
Browsed
Aband’nd2items
Celine
CNike
S
S
R
R
R
7
Balmain
S
S
S
R
R
22
Boots
CColeHaan
R
R
R
5
St.Laurent
S
S
S
S
R
S
S
S
Lululemon
ClosetClear-out
2
Unfortunately,itdoesn’t looklikePoshmark didanycartabandonmentfollow-up,eitherviaemailorpush.
TimelineTakeaways
©2015Iterable,Inc.Allrightsreserved 46
• Poshmarkhasagreatwelcomeseries.Havinganinitialwelcomepushnotificationwasalsoagoodtouch.
o Suggestion:alsosendanadditionalemailortwothatsurfacecommunityandfollowedbrands.
• Wegotlotsofpushnotifications.
o Suggestion:Perhapslinkingtothepreferencecenterearlyonwouldbeusefulincaseauserwantstothrottle.
47©2015Iterable,Inc.Allrightsreserved
Nowlet’slookatsomespecificmessages…
48©2015Iterable,Inc.Allrightsreserved
Thesewerethe3emailswegotaspartoftheWelcomeSeries.
49©2015Iterable,Inc.Allrightsreserved
Thesewerethe3emailswegotaspartoftheWelcomeSeries.
Wethought itwasinterestingthatthefirsttwowereplaintext.
50©2015Iterable,Inc.Allrightsreserved
Thesewerethe3emailswegotaspartoftheWelcomeSeries.
Wethought itwasinterestingthatthefirsttwowereplaintext.
Thethird(firstorderoffer)andallsubsequent emailsweremorevisual.
51©2015Iterable,Inc.Allrightsreserved
TheseareexamplesofthepushnotificationswereceivedfromPoshmark.
52©2015Iterable,Inc.Allrightsreserved
TheseareexamplesofthepushnotificationswereceivedfromPoshmark.
Somearenudgingausertolaunchtheappandshop.
53©2015Iterable,Inc.Allrightsreserved
TheseareexamplesofthepushnotificationswereceivedfromPoshmark.
Somearenudgingausertolaunchtheappandshop.
Othersaremeantjustasgeneralengagement.
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Finally,insidethemobileappPoshmark hasaveryextensivemessagepreferencescenter.
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Finally,insidethemobileappPoshmark hasaveryextensivemessagepreferencescenter.
Therearelotsofoptions forbothpushnotificationsandemail.
Wewerealittleconfusedaswesuddenly gotatonofFollownotificationswithoutchanginganything,whilewenevergotanyFollowemails(andasyoucansee,allwere
turnedonbydefault).
56©2015Iterable,Inc.Allrightsreserved
Finally,insidethemobileappPoshmark hasaveryextensivemessagepreferencescenter.
Therearelotsofoptions forbothpushnotificationsandemail.
Wewerealittleconfusedaswesuddenly gotatonofFollownotificationswithoutchanginganything,whilewenevergotanyFollowemails(andasyoucansee,allwere
turnedonbydefault).
Itmightbeagoodideatodirectusersearlytothepreferencescentersotheycanfeelmoreinchargeof
whatmessagestheyreceive.
MessageTakeaways
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• Emailcontentwassimpletextanddynamicproductimages
o Suggestion:Encourageusertoengagewithsomevisualappeal
o Suggestion:Organizetheproductimagesintocategories.Givetheuserareasontokeepscrollingdowntothebottomiftheydon’tclickthroughonthefirstimage.
• Usedourname,butthecontentdidn’tseempersonalizedtoouractionsorwhichbrandswefollowed.
o Suggestion:Takecustomcontenttothenextlevelbysharingcontentyouknowtheuserwilllikebasedonpreviousengagements.
OverallTakeaways
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• Steadyengagementwithdailyblastemails
o Suggestion:Personalizecontentforeachuserbasedonwebsiteinteractions(whichproductstheyhaveviewed)andtheinformationusersshareexplicitly(followingparticularbrands).
• “Standard”shoppingcartabandonmentmaynotapply(sinceproductsareone-off)
o Suggestion:Poshmark wouldbenefitfrommessages(emailand/orpush)toremindpeopleofpotentialpurchases.
• Greatuseofbothemailandpushnotifications
o Suggestion:Clearopportunityaroundmorecoordinationbetweenemailandpushefforts
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Ifyoulikedthisteardown,you’llenjoytheothers:
Viewthemandsignupfornotificationsoffutureteardowns:iterable.com/teardown
RequestanIterabledemo:Iterable.com/demo
That’sit!
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