Dating Apps — Iterable User Engagement Teardown

1. User Engagement Teardown Dating Apps

2. A QUICK WORD ON ITERABLE ● ● ●

3. WHAT IS A “USER ENGAGEMENT TEARDOWN?” ● ● ●

4. BACKGROUND ON THE BRANDS ● ○ Tinder ○ OkCupid ○ eharmony ○ Coffee Meets Bagel ○ Match

5. WHAT WE DID ● ● ○ ○ ○ ○ ○ ○

6. On to the User Engagement Timeline...

7. USERACTIVITYMESSAGES 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 USER ENGAGEMENT TIMELINE 15 16 17 18 19 20 MESSAGE TYPEACTIVITY TYPE

8. First, let’s take a look at Tinder’s user engagement

9. TINDER’S USER ENGAGEMENT TIMELINE USERACTIVITYMESSAGESUSERACTIVITYMESSAGES 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 MESSAGE TYPEACTIVITY TYPE

15. MESSAGE TYPEACTIVITY TYPE TINDER’S USER ENGAGEMENT TIMELINE USERACTIVITYMESSAGESUSERACTIVITYMESSAGES 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

17. TINDER’S USER ENGAGEMENT TIMELINE ● ● ●

18. Next, let’s take a look at OkCupid’s user engagement

19. OKCUPID’S USER ENGAGEMENT TIMELINE USERACTIVITYMESSAGESUSERACTIVITYMESSAGES 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 MESSAGE TYPEACTIVITY TYPE

27. OKCUPID’S USER ENGAGEMENT TIMELINE ● ● ●

28. Now, let’s take a look at eharmony’s user engagement

29. EHARMONY’S USER ENGAGEMENT TIMELINE USERACTIVITYMESSAGESUSERACTIVITYMESSAGES 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 MESSAGE TYPEACTIVITY TYPE

38. EHARMONY’S USER ENGAGEMENT TIMELINE ● ● ●

39. Here’s a look at Coffee Meets Bagel’s user engagement

40. CMB’S USER ENGAGEMENT TIMELINE USERACTIVITYMESSAGESUSERACTIVITYMESSAGES 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 MESSAGE TYPEACTIVITY TYPE

47. CMB’S USER ENGAGEMENT TIMELINE ● ● ●

48. Finally, let’s take a look at Match’s user engagement

49. MATCH’S USER ENGAGEMENT TIMELINE USERACTIVITYMESSAGESUSERACTIVITYMESSAGES 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 MESSAGE TYPEACTIVITY TYPE

60. MATCH’S USER ENGAGEMENT TIMELINE ● ● ●

61. Let’s drill into our takeaways

62. OUTREACH SUMMARY ● Tinder ● OkCupid ● eharmony ● Coffee Meets Bagel ● Match

63. CROSS-CHANNEL SUMMARY COMPANY PUSH SMS EMAIL SPAM TOTAL ●

64. Iterable’s Recommendations

65. RECOMMENDATION SUMMARIES ● Tinder’s Strengths ○ ○ ○ ● Enhancement Opportunities ○ ○ ○

66. RECOMMENDATION SUMMARIES ● OkCupid’s Strengths ○ ○ ○ ● Enhancement Opportunities ○ ○ ○

67. RECOMMENDATION SUMMARIES ● eharmony’s Strengths ○ ○ ○ ● Enhancement Opportunities ○ ○ ○

68. RECOMMENDATION SUMMARIES ● CMB’s Strengths ○ ○ ○ ● Enhancement Opportunities ○ ○ ○

69. RECOMMENDATION SUMMARIES ● Match’s Strengths ○ ○ ○ ● Enhancement Opportunities ○ ○ ○

70. HOW ITERABLE POWERS CUSTOMER ENGAGEMENT activate consumer interest

71. IF YOU LIKED THIS TEARDOWN...

Dating Apps — Iterable User Engagement Teardown

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Dating Apps — Iterable User Engagement Teardown