This is an Iterable User Engagement Teardown comparing the user engagement strategies of leading fashion retailers Bloomingdale's, Neiman Marcus, Rent the Runway, Macy's, and Saks Fifth Avenue. Outreach was closely studied for three weeks following account creation. After evaluating all email and mobile messages received, we identify what these companies do well and where there is room for improvement. Everything shown in the slides (and any recommendations) can be implemented with Iterable’s growth marketing platform.

1. User Engagement Teardown
Fashion Retailers

2. A QUICK WORD ON ITERABLE
2
● Iterable is the growth marketing platform that
powers world-class customer engagement with
unparalleled data flexibility.
● Create, execute and optimize campaigns across
email, push, SMS, in-app and more.
● Everything you see here (and more) can be done with
Iterable. You can see other teardowns at:
iterable.com/teardown

3. 3
WHAT IS A “USER ENGAGEMENT TEARDOWN?”
● We analyze cross-channel user
engagement over a defined period
post-signup.
● We offer constructive evaluation
and feedback.
● We cover all types of B2C
businesses: e-commerce,
marketplaces, media, politics, etc.

4. 4
BACKGROUND ON THE BRANDS
● Bloomingdale’s, Neiman Marcus, Rent the Runway, Macy’s, and Saks
Fifth Avenue are five of the largest fashion retailers.
*Bloomingdale’s and Macy’s are owned by Macy’s Inc.
○ Bloomingdale’s is a luxury retailer founded in 1861. The company has
over 70 stores and revenue over $1 billion.
○ Neiman Marcus, founded in 1907, employs over 14,000 people across
42 locations.
○ Rent the Runway is an e-commerce retailer offering designer dress
and accessory rentals to its over 6 million customers.
○ Macy’s was founded in 1858 and has grown to over 550 locations and
$24 billion in revenue.
○ Saks Fifth Avenue is featured in over 30 states across the U.S. and
has revenue over $3 billion.

5. 5
WHAT WE DID
● We signed up and received messages
over three weeks in January 2020.
● We escalated our activity over time:
○ Downloaded mobile apps
○ Completed user profiles
○ Browsed items on mobile & desktop
○ Favorited items
○ Abandoned mobile carts

6. On to the User Engagement Timeline...

7. USERACTIVITYMESSAGES
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
7
USER ENGAGEMENT TIMELINE
We’ll show you what we (the user) did here…
…and the messages we received here.
Activities and message types are color coded as shown in this key.
15 16 17 18 19 20
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE

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

9. Abandon Cart
Mobile
9
BLOOMINGDALE’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
x5

10. Abandon Cart
Mobile
10
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
BLOOMINGDALE’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
x5
x3
On the first day of our research, Bloomingdale’s sent five SMS
messages from two different numbers. The first number asked
for permission to send promotions, while the second asked to
send security alerts.

11. Abandon Cart
Mobile
11
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
BLOOMINGDALE’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
x5
x3
The first push notification welcomed us to the Bloomingdale’s
app, where we had also received a coupon via in-app messaging.

12. Abandon Cart
Mobile
12
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
BLOOMINGDALE’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
x5
x3
The remainder of Bloomingdale’s push notifications promoted
discounts and deals. One message, in particular, called attention
to the mobile experience by referencing the app.

13. Abandon Cart
Mobile
13
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
BLOOMINGDALE’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
x5
x3
On days we received a push and SMS message, Bloomingdale’s
offered the same discount, but with slightly different messaging.

14. Abandon Cart
Mobile
14
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
BLOOMINGDALE’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
x5
x3
Bloomingdale’s welcome campaign took a varied approach,
starting with an introduction to the history of the brand before
two emails showcasing ways to make the most of the brand.

15. Abandon Cart
Mobile
15
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
BLOOMINGDALE’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
x5
x3
The majority of Bloomingdale’s promotions focused on discounts
and sales, often mirroring the ones sent via mobile channels.

16. Abandon Cart
Mobile
16
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
BLOOMINGDALE’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
x5
x3
On occasion, we received emails from a different sender address.
One message focused on “Men’s Style” which fell outside the list of
preferences we had previously set.

17. Abandon Cart
Mobile
17
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
BLOOMINGDALE’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
x5
x3
Finally, we did receive one email prompting us to download the
app to gain a new discount, despite having already done so. The
message made reference to users who already had the app, but
overall, the message was sent without segmenting based on
previous actions or behaviors.

18. BLOOMINGDALE’S USER ENGAGEMENT TIMELINE
INBOX SNAPSHOT & OBSERVATIONS
18
● Discounts in the subject line and preheader text
● Clear theme or purpose when using new sender name
● Repetition in subject lines

19. Next, let’s take a look at
Neiman Marcus’ user engagement

20. Abandon Cart
Mobile
20
NEIMAN MARCUS’ USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE

21. Abandon Cart
Mobile
21
NEIMAN MARCUS’ USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
Neiman Marcus kicked off its mobile marketing with a promotion
for its furniture offerings.

22. Abandon Cart
Mobile
22
NEIMAN MARCUS’ USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
Their email messaging started with a welcome note including a
discount promo code.

23. Abandon Cart
Mobile
23
NEIMAN MARCUS’ USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
The next two emails provided lists featuring the different benefits
of shopping at Neiman Marcus.

24. Abandon Cart
Mobile
24
NEIMAN MARCUS’ USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
The only other mobile message we received from Neiman Marcus
promoted how to earn a gift card.

25. Abandon Cart
Mobile
25
NEIMAN MARCUS’ USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
Over the course of the first week of research, Neiman Marcus
focused its promotions on an 80% sale and a gift card.

26. Abandon Cart
Mobile
26
NEIMAN MARCUS’ USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
Later on, the promotions shifted to 15-25% sales. Each of these
messages used the same GIF at the top.

27. Abandon Cart
Mobile
27
NEIMAN MARCUS’ USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
Towards the end of the research period we received the same email
twice, ten minutes apart.

28. NEIMAN MARCUS’ USER ENGAGEMENT TIMELINE
INBOX SNAPSHOT & OBSERVATIONS
28
● Consistent sender name
● Multi-touch discount campaigns
● Informative subject lines and preheader text

29. Now, we’ll check out
Rent the Runway’s user engagement

30. Abandon Cart
Mobile
30
RENT THE RUNWAY’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE

31. Abandon Cart
Mobile
31
RENT THE RUNWAY’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPERent the Runway started its communications with a welcome
email linking to a description of its subscription tiers and “How
To” videos.

32. Abandon Cart
Mobile
32
RENT THE RUNWAY’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPERent the Runway’s mobile communications largely consisted
of promotions. One message stood out by offering an “app
exclusive” to give a special discount to mobile users.

33. Abandon Cart
Mobile
33
RENT THE RUNWAY’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
The company’s email promotions all included the same image
at the top, promoting a discount to their premium service. The
content of these emails differed though, often describing new
features to use or creating a sense of community.

34. Abandon Cart
Mobile
34
RENT THE RUNWAY’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
Rent the Runway sent a browse abandonment campaign. This email
showcased the items we had favorited, as well as a few recommendations.

35. Abandon Cart
Mobile
35
RENT THE RUNWAY’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPERent the Runway also sent a multitouch cart abandonment campaign. The
first email contained the items in our cart, but the second showed items we
had neither browsed nor added to our cart.

36. RENT THE RUNWAY’S USER ENGAGEMENT TIMELINE
INBOX SNAPSHOT & OBSERVATIONS
36
● Consistent sender name
● Multi-touch abandonment series
● Concise subject lines

37. Here’s a peek at
Macy’s user engagement

38. Abandon Cart
Mobile
38
MACY’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
x6

39. Abandon Cart
Mobile
39
MACY’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
x6
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
Macy’s opened with a welcome email containing a discount
and an explanation of how to use the Macy’s “wallet.”

40. Abandon Cart
Mobile
40
MACY’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
x6
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
Similar to Bloomingdale’s, which is also owned by Macy’s Inc.,
Macy’s sent a variety of SMS messages to gain permission to
continue using this channel.
However, after opting in, we only received one more SMS
message for the duration of the research period.

41. Abandon Cart
Mobile
41
MACY’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
x6
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
The second email we received referenced an in-store purchase
related to our researcher’s personal account, which is unrelated
and a different email address from the one used in the study.

42. Abandon Cart
Mobile
42
MACY’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
x6
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
The majority of the remaining messages from Macy’s were
promotions. Often, these promotions followed a theme, such as
Valentine’s Day.

43. MACY’S USER ENGAGEMENT TIMELINE
INBOX SNAPSHOT & OBSERVATIONS
43
● Thematic emoji usage
● Discounts in subject lines
● Repetitive preheader text

44. Finally, let’s take a look at
Saks Fifth Avenue’s user engagement

45. Abandon Cart
Mobile
45
SAKS FIFTH AVENUE’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE

46. Abandon Cart
Mobile
46
SAKS FIFTH AVENUE’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
Saks’ email communications consisted of a thank you note
verifying our account information and a cart abandonment
message that featured the item we abandoned and
recommendations based on our actions.

47. Abandon Cart
Mobile
47
SAKS FIFTH AVENUE’S USER ENGAGEMENT TIMELINE
Browsed items on
Mobile
Download App
End
Research
USERACTIVITYMESSAGESUSERACTIVITYMESSAGES
Browsed Items on
Desktop
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
DAYS
FROM
START:
Favorited Items
15 16 17 18 19 20
Complete User Profile
MESSAGE TYPE
Scheduled Email
Transactional Email
Triggered Email
Push SMSMobile
Desktop
ACTIVITY TYPE
Saks’ mobile messaging started with an app-specific message
before diving into its promotional campaigns.

48. SAKS FIFTH AVENUE’S USER ENGAGEMENT TIMELINE
INBOX SNAPSHOT & OBSERVATIONS
48
● Cart abandon message in response to behavior
● Limited email interaction
● Use of capitalization to grab attention

49. Let’s drill into our takeaways

50. 50
OUTREACH SUMMARY
● Bloomingdale’s employed cross-channel welcome and promotional
campaigns. However, content across channels often repeated.
● Neiman Marcus focused almost exclusively on email marketing, sending
multiple messages per discount or sale.
● Rent the Runway sent the most balanced cross-channel messaging
while also referencing user behavior through welcome and cart
abandonment campaigns.
● Macy’s used SMS for account confirmation and opt-in requests, but did
not follow up with further mobile messaging. Their email campaigns
were almost exclusively promotional in nature.
● Saks Fifth Avenue relied more heavily on mobile messaging for its
promotional campaigns, while reserving email for transactions and cart
abandonment.

51. 51
CROSS-CHANNEL SUMMARY
COMPANY PUSH SMS EMAIL TOTAL
Bloomingdale’s 7 10 26 43
Neiman Marcus 2 0 39 41
Rent the
Runway
10 0 14 24
Macy’s 0 7 3 10
Saks Fifth
Avenue
7 0 2 9
● Over the course of our 3-week study, the fashion retailers varied in their use of cross-channel strategies. Most
companies offered more email heavy programming while the remaining Rent the Runway and Bloomingdale’s
stood out as the most balanced for the cross-channel experience.

52. Iterable’s Recommendations

53. RECOMMENDATION SUMMARIES
53
● Bloomingdale’s Strengths
○ Varied channel usage for a cross-channel experience
○ Informative welcome campaign
○ Clear messaging with discounts
● Enhancement Opportunities
○ Diversify messaging to avoid repetition
○ Utilize cart abandonment campaign
○ Consider imagery in push for increased engagement

54. RECOMMENDATION SUMMARIES
54
● Neiman Marcus’ Strengths
○ Detailed welcome message explaining benefits and features
○ Diverse promotional campaigns
○ Recommendations adapting to preferences
● Enhancement Opportunities
○ Expand mobile messaging to balance experience
○ Add cart abandonment campaign
○ Personalize messaging based on user behavior

55. RECOMMENDATION SUMMARIES
55
● Rent the Runway’s Strengths
○ Balanced cross-channel experience
○ Multi-touch cart abandonment campaign
○ Concise messaging for easier consumption
● Enhancement Opportunities
○ Expand cart abandonment and welcome to mobile channels
○ Keep personalization relevant to user behavior
○ Consider imagery for push notifications

56. RECOMMENDATION SUMMARIES
56
● Macy’s Strengths
○ Welcome campaign with offer
○ Thematic messaging for more targeted promotions
○ Engaging promotional content
● Enhancement Opportunities
○ Align messaging more closely to user profiles
○ Follow up SMS opt-in with continued messaging
○ Add mobile channels for increased interactions

57. RECOMMENDATION SUMMARIES
57
● Saks Fifth Avenue’s Strengths
○ Email campaigns respond to user behavior
○ App-specific content to engage with mobile users
○ Cart abandonment shows items and recommendations
● Enhancement Opportunities
○ Incorporate mobile users into email campaigns
○ Add imagery to differentiate and vary push notification content
○ Bring welcome and abandonment campaigns to mobile channels

58. HOW ITERABLE POWERS CUSTOMER ENGAGEMENT
Iterable enables brands to build highly
personalized welcome & onboarding
campaigns that activate consumer interest
58
Targeted segmentation of new memberships
converted 40% of users to make 1st purchase
Ongoing testing increased click rates on
mobile by 47% during early days of app launch
New user data is collected to curate
personalized fitness sessions

59. IF YOU LIKED THIS TEARDOWN...
You’ll enjoy the others! Find them at iterable.com/teardown
59
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