User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users
Transcript of User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users
![Page 1: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/1.jpg)
UserEngagementTeardown
Winter2016
#UEteardownDownload:iterable.com/teardown
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2©2015Iterable,Inc.Allrightsreserved
Makesuretowatchfullscreen!Pressthisbutton
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Whatisa“UserEngagementTeardown”?
• Analyzeacompany’suserengagementover3weekspost-signup
• Constructiveevaluationandfeedback
• AlltypesofB2Ccompanies:e-commerce,marketplaces,media,etc.
©2015Iterable,Inc.Allrightsreserved 3
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4©2015Iterable,Inc.Allrightsreserved
• “Thelargestcommunitymarketplaceforfashion.”
• Enablesuserstobuyandsellclothing
• $40.5Minfunding,700k+sellersandmillionsofusers
HowisPoshmark engagingshoppers?
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WhatWeDid
©2015Iterable,Inc.Allrightsreserved 5
• CreatedanaccountanddownloadedthePoshmark mobileapp
• Followedacoupleofbrands
• Showedintenttopurchaseitemsonweb/app,butdidn’tcheckout
• Analyzedallmessageswereceivedover3+weeks
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AQuickWordon
©2015Iterable,Inc.Allrightsreserved 6
• Iterableisaconsumergrowth-marketingplatform
• CheckoutourcasestudiesonDot&BoandRocksbox,twocustomersusingIterable forcustomerengagement:iterable.com/ecommerce
• AnyrecommendationswemakecanbeimplementedwithIterable.Youcanseeourotherteardownsat:iterable.com/teardown
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7©2015Iterable,Inc.Allrightsreserved
Ontothe“UserEngagementTimeline”…
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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
![Page 9: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/9.jpg)
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
![Page 10: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/10.jpg)
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
![Page 11: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/11.jpg)
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
![Page 12: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/12.jpg)
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
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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
![Page 14: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/14.jpg)
14©2015Iterable,Inc.Allrightsreserved
Fastforwardtoday21…
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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
![Page 16: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/16.jpg)
16©2015Iterable,Inc.Allrightsreserved
Let’spointoutafewthings…
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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
![Page 18: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/18.jpg)
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
![Page 19: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/19.jpg)
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
![Page 20: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/20.jpg)
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
![Page 21: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/21.jpg)
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
![Page 22: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/22.jpg)
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
![Page 23: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/23.jpg)
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
![Page 24: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/24.jpg)
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
![Page 25: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/25.jpg)
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
![Page 26: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/26.jpg)
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.
![Page 27: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/27.jpg)
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.
![Page 28: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/28.jpg)
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.
![Page 29: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/29.jpg)
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…
![Page 30: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/30.jpg)
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.
![Page 31: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/31.jpg)
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!
![Page 32: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/32.jpg)
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…
![Page 33: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/33.jpg)
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.
![Page 34: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/34.jpg)
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.
![Page 35: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/35.jpg)
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.
![Page 36: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/36.jpg)
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!
![Page 37: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/37.jpg)
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.
![Page 38: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/38.jpg)
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:
![Page 39: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/39.jpg)
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.
![Page 40: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/40.jpg)
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.
![Page 41: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/41.jpg)
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.
![Page 42: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/42.jpg)
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.
![Page 43: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/43.jpg)
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.
![Page 44: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/44.jpg)
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.
![Page 45: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/45.jpg)
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.
![Page 46: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/46.jpg)
TimelineTakeaways
©2015Iterable,Inc.Allrightsreserved 46
• Poshmarkhasagreatwelcomeseries.Havinganinitialwelcomepushnotificationwasalsoagoodtouch.
o Suggestion:alsosendanadditionalemailortwothatsurfacecommunityandfollowedbrands.
• Wegotlotsofpushnotifications.
o Suggestion:Perhapslinkingtothepreferencecenterearlyonwouldbeusefulincaseauserwantstothrottle.
![Page 47: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/47.jpg)
47©2015Iterable,Inc.Allrightsreserved
Nowlet’slookatsomespecificmessages…
![Page 48: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/48.jpg)
48©2015Iterable,Inc.Allrightsreserved
Thesewerethe3emailswegotaspartoftheWelcomeSeries.
![Page 49: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/49.jpg)
49©2015Iterable,Inc.Allrightsreserved
Thesewerethe3emailswegotaspartoftheWelcomeSeries.
Wethought itwasinterestingthatthefirsttwowereplaintext.
![Page 50: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/50.jpg)
50©2015Iterable,Inc.Allrightsreserved
Thesewerethe3emailswegotaspartoftheWelcomeSeries.
Wethought itwasinterestingthatthefirsttwowereplaintext.
Thethird(firstorderoffer)andallsubsequent emailsweremorevisual.
![Page 51: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/51.jpg)
51©2015Iterable,Inc.Allrightsreserved
TheseareexamplesofthepushnotificationswereceivedfromPoshmark.
![Page 52: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/52.jpg)
52©2015Iterable,Inc.Allrightsreserved
TheseareexamplesofthepushnotificationswereceivedfromPoshmark.
Somearenudgingausertolaunchtheappandshop.
![Page 53: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/53.jpg)
53©2015Iterable,Inc.Allrightsreserved
TheseareexamplesofthepushnotificationswereceivedfromPoshmark.
Somearenudgingausertolaunchtheappandshop.
Othersaremeantjustasgeneralengagement.
![Page 54: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/54.jpg)
54©2015Iterable,Inc.Allrightsreserved
Finally,insidethemobileappPoshmark hasaveryextensivemessagepreferencescenter.
![Page 55: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/55.jpg)
55©2015Iterable,Inc.Allrightsreserved
Finally,insidethemobileappPoshmark hasaveryextensivemessagepreferencescenter.
Therearelotsofoptions forbothpushnotificationsandemail.
Wewerealittleconfusedaswesuddenly gotatonofFollownotificationswithoutchanginganything,whilewenevergotanyFollowemails(andasyoucansee,allwere
turnedonbydefault).
![Page 56: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/56.jpg)
56©2015Iterable,Inc.Allrightsreserved
Finally,insidethemobileappPoshmark hasaveryextensivemessagepreferencescenter.
Therearelotsofoptions forbothpushnotificationsandemail.
Wewerealittleconfusedaswesuddenly gotatonofFollownotificationswithoutchanginganything,whilewenevergotanyFollowemails(andasyoucansee,allwere
turnedonbydefault).
Itmightbeagoodideatodirectusersearlytothepreferencescentersotheycanfeelmoreinchargeof
whatmessagestheyreceive.
![Page 57: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/57.jpg)
MessageTakeaways
©2015Iterable,Inc.Allrightsreserved 57
• Emailcontentwassimpletextanddynamicproductimages
o Suggestion:Encourageusertoengagewithsomevisualappeal
o Suggestion:Organizetheproductimagesintocategories.Givetheuserareasontokeepscrollingdowntothebottomiftheydon’tclickthroughonthefirstimage.
• Usedourname,butthecontentdidn’tseempersonalizedtoouractionsorwhichbrandswefollowed.
o Suggestion:Takecustomcontenttothenextlevelbysharingcontentyouknowtheuserwilllikebasedonpreviousengagements.
![Page 58: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/58.jpg)
OverallTakeaways
©2015Iterable,Inc.Allrightsreserved 58
• Steadyengagementwithdailyblastemails
o Suggestion:Personalizecontentforeachuserbasedonwebsiteinteractions(whichproductstheyhaveviewed)andtheinformationusersshareexplicitly(followingparticularbrands).
• “Standard”shoppingcartabandonmentmaynotapply(sinceproductsareone-off)
o Suggestion:Poshmark wouldbenefitfrommessages(emailand/orpush)toremindpeopleofpotentialpurchases.
• Greatuseofbothemailandpushnotifications
o Suggestion:Clearopportunityaroundmorecoordinationbetweenemailandpushefforts
![Page 59: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/59.jpg)
59©2015Iterable,Inc.Allrightsreserved
Ifyoulikedthisteardown,you’llenjoytheothers:
Viewthemandsignupfornotificationsoffutureteardowns:iterable.com/teardown
![Page 60: User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users](https://reader031.fdocuments.us/reader031/viewer/2022030304/587898961a28ab375f8b7027/html5/thumbnails/60.jpg)
RequestanIterabledemo:Iterable.com/demo
That’sit!
©2015Iterable,Inc.Allrightsreserved 60
• ThankyouforreadingthisUserEngagementTeardown!
• Jointhediscussion!Use#UETeardown
• Downloadtheseandpastteardownslides:iterable.com/teardown
Facebook.com/iterableTwitter.com/iterableYouTube.com/user/iterableTV