Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Hillary vs. Trump - User Engagement Teardown (Take 2)

3,191 views

Published on

This is an Iterable User Engagement Teardown - comparing the Hillary Clinton and Donald Trump political campaign user engagement strategies. It analyzes and compares how both campaigns do user engagement in the first 3 weeks post-signup.

This is a follow-up to the initial teardown, done in October 2015. You can see the first teardown here:
https://blog.iterable.com/user-engagement-teardown-hillary-vs-trump-e682b35cd6f2

To download the slides, visit http://iterable.com/teardown

The User Engagement Timeline lets you visualize all engagement, and we evaluate individual emails and mobile push notifications and suggest improvements.

Everything shown in the slides (and any recommendations) can be implemented with Iterable. For a case study of how IMGE is doing political marketing using Iterable, visit http://iterable.com/political

Published in: Marketing
  • My brother found Custom Writing Service ⇒ www.HelpWriting.net ⇐ and ordered a couple of works. Their customer service is outstanding, never left a query unanswered.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • To get professional research papers you must go for experts like ⇒ www.WritePaper.info ⇐
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Ich kann eine Website empfehlen. Er hat mir wirklich geholfen. ⇒ www.WritersHilfe.com ⇐ Zufrieden und beeindruckt.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Naturally, as we focus on email hygiene we ensure our clients increase engagement metrics by only sending to emails that are valid, correct and SafeToSend as well as advocate best practices to protect sending reps. krogers@freshaddress.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • David, fascinating! great info on engagement and cadence of automated welcome & triggered email campaigns between Trump and Hillary. Especially interesting tidbit with no other comment Slide 56 of 59: Deliverability: Trump has (another) problem. His email were almost all sent to spam folder. NONE of Hillary campaign emails have hit spam filter.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Hillary vs. Trump - User Engagement Teardown (Take 2)

  1. 1. User Engagement Teardown ©2016 Iterable, Inc. All rights reserved (Take 2) July, 2016
  2. 2. Make sure to watch full screen! Press this button ©2016 Iterable, Inc. All rights reserved
  3. 3. A Quick Word on • Iterable is a Growth Marketing and User Engagement Platform • Check out our case study on how IMGE, a political advocacy and consulting firm, is using Iterable: iterable.com/political • Everything you see here (and more) can be done with Iterable. You can see our other teardowns at: iterable.com/teardown ©2016 Iterable, Inc. All rights reserved
  4. 4. What is a “User Engagement Teardown?” • We analyze a brand’s (or campaign’s) user engagement over 3 weeks post-signup • Constructive evaluation and feedback • All types of B2C: e-commerce, marketplaces, media, politics, etc. ©2016 Iterable, Inc. All rights reserved
  5. 5. 5©2015 Iterable, Inc. All rights reserved • Hillary and Trump are now the nominees for the US presidency • The messaging shown in this teardown took place between June and July 2016 • Our last teardown was done in October 2015 when Trump and Hillary were still trying to stand out from the pack. How are Hillary and Trump engaging their supporters?
  6. 6. What We Did ©2016 Iterable, Inc. All rights reserved • Signed up to receive emails and SMS (neither campaign has an app) • After a few days, made a $10 donation to both • Clicked on a couple of emails that had strong calls to action • Analyzed all messages we received over 3+ weeks
  7. 7. On to the “User Engagement Timeline”… ©2016 Iterable, Inc. All rights reserved
  8. 8. MessagesUserActivity The User Engagement Timeline We’ll show you what we (the user) did here… 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Days from start: ©2016 Iterable, Inc. All rights reserved 8 Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS
  9. 9. MessagesUserActivity The User Engagement Timeline … and the messages we received here 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Days from start: ©2016 Iterable, Inc. All rights reserved We’ll show you what we (the user) did here… 9 Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS
  10. 10. MessagesUserActivity The User Engagement Timeline Activities and message types are color coded as shown in this key. 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Days from start: ©2016 Iterable, Inc. All rights reserved … and the messages we received here We’ll show you what we (the user) did here… 10 Message TypeActivity Type Blast Transactional Triggered Desktop Mobile SMS
  11. 11. First, a quick look at what their timelines looked like back in October… ©2016 Iterable, Inc. All rights reserved
  12. 12. Republi- can Debate 12©2015 Iterable, Inc. All rights reserved Messages Blast Triggered Transactional Message Type Push notification User Activity Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User Engagement Timeline (Oct. 2015)The & Hillary Activity Type Trump Signup Signup Join us on campaign trail $5 donation $5 donation Thank you Debate week wrap-up Welcome (and donate $1) H Welcome (5 things to do) C H Women for Hillary C Hillary Shop C Clinton THX Box Clicked Thx box email, entered email THX Box list A THX Box list C H Apology A Thank you C H Feed THX Box last chance C H Las Vegas H Las Vegas 2 Trust me (Vegas) Clicked Vegas email, entered email Thanks A C Donate C Pre-debate C Post debate C Donate C H Feed C Swag sale Welcome A Welcome to Team Trump H Vegas C Las Vegas 2 J
  13. 13. Hillary vs Trump v1 – Quick Refresher Back in October: • Neither candidate was sending SMS (or at least not very visibly) • Trump sent only 4 emails throughout the 21 days • Hillary sent 24 emails For a more in-depth refresher, see the original teardown here: https://iterable.com/teardown#hillary ©2016 Iterable, Inc. All rights reserved
  14. 14. Now let’s look at Hillary and Trump’s user engagement in July First Hillary… ©2016 Iterable, Inc. All rights reserved
  15. 15. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 15 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 Clicked on email Submitted form on site
  16. 16. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 16 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 We’ll start with the welcome series Clicked on email Submitted form on site
  17. 17. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 17 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 Hillary had a strong welcome series of 7 emails Clicked on email Submitted form on site
  18. 18. Clicked on email Submitted form on site Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 18 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 They seem to throttle the number of emails received in the first 5 days.
  19. 19. Clicked on email Submitted form on site Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 19 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 They seem to throttle the number of emails received in the first 5 days. Other than the first 2 welcome emails, we received only 1 email per day for the next several days.
  20. 20. Clicked on email Submitted form on site Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 20 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 They seem to throttle the number of emails received in the first 5 days. Other than the first 2 welcome emails, we received only 1 email per day for the next several days. This is a good idea, to warm people up before they get a bunch of emails.
  21. 21. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 21 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 After the initial series, we started getting a steady stream of blast emails. Clicked on email Submitted form on site
  22. 22. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 22 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 2-3 emails/day was normal, but it did spike up to 5 emails in one day (and this was not during the convention) Clicked on email Submitted form on site
  23. 23. Clicked on email Submitted form on site Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 23 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 The Hillary campaign presented several opportunities to engage further.
  24. 24. Clicked on email Submitted form on site Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 24 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 The Hillary campaign presented several opportunities to engage further. During this span, they sent several emails giving people an opportunity to win Hamilton tickets.
  25. 25. Clicked on email Submitted form on site Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 25 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 The Hillary campaign presented several opportunities to engage further. During this span, they sent several emails giving people an opportunity to win Hamilton tickets. Clicking through resulted in a couple of triggered emails to acknowledge the entry.
  26. 26. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 26 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 At this point we decided to give the minimum contribution. We would have done only $5, but Trump’s minimum was $10, so we also did $10 for Hillary. Clicked on email Submitted form on site
  27. 27. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 27 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 We had to create an account and were also prompted to become volunteers. Clicked on email Submitted form on site
  28. 28. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 28 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 We had to create an account and were also prompted to become volunteers. We engaged as a “normal” user and the process resulted in 7 triggered emails. Clicked on email Submitted form on site
  29. 29. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 29 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 We had to create an account and were also prompted to become volunteers. We engaged as a “normal” user and the process resulted in 7 triggered emails. We also received the donation acknowledgement, which we categorized as a “transactional message”. Clicked on email Submitted form on site
  30. 30. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 30 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 Most of the emails after the donation were blasts. However, we seemed to be in a different “track” post-donation. Clicked on email Submitted form on site
  31. 31. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 31 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 Most of the emails after the donation were blasts. However, we seemed to be in a different “track” post-donation. The messages used our name and usually acknowledged that we had already made a donation. Clicked on email Submitted form on site
  32. 32. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 32 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 Most of the emails after the donation were blasts. However, we seemed to be in a different “track” post-donation. The messages used our name and usually acknowledged that we had already made a donation. This is a good example of light personalization. Clicked on email Submitted form on site
  33. 33. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 33 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 This final triggered message is another example of further engagement opportunities. Clicked on email Submitted form on site
  34. 34. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 34 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 This final triggered message is another example of further engagement opportunities. In this case it was an opportunity to attend the Democratic National Convention. Clicked on email Submitted form on site
  35. 35. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 35 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 This final triggered message is another example of further engagement opportunities. In this case it was an opportunity to attend the Democratic National Convention. After clicking, a landing page with a filled-out form appeared. After submission we received the triggered acknowledgement email. Clicked on email Submitted form on site
  36. 36. Clicked on email Submitted form on site Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 36 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 Finally, the Hillary campaign was fairly active on SMS (something they weren’t doing back in October).
  37. 37. Clicked on email Submitted form on site Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 37 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity User Engagement TimelineThe Clicked on email Clicked on email Clicked on email Contributed $10 7 Finally, the Hillary campaign was fairly active on SMS (something they weren’t doing back in October). After being prompted to enter our phone number at initial signup, we received 8 SMS messages over the 21 day period.
  38. 38. Now let’s look at Trump’s user engagement… ©2016 Iterable, Inc. All rights reserved
  39. 39. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 39 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity Contributed $10 User Engagement TimelineThe
  40. 40. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 40 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity Contributed $10 User Engagement TimelineThe They sent only 1 welcome message and no follow-up for the next 10 days.
  41. 41. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 41 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity Contributed $10 User Engagement TimelineThe We contributed $10 (just like we did with Hillary) and got one acknowledgement (transactional message) and a triggered follow-up the next day.
  42. 42. Entered email on site 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 42 Message TypeActivity Type Blast Transactional Triggered Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile Entered phone# on site SMS W MessagesUserActivity Contributed $10 User Engagement TimelineThe The Trump campaign was surprisingly active on SMS, sending 9 messages (1 more than the Hillary campaign)
  43. 43. Frequency Takeaways ©2016 Iterable, Inc. All rights reserved Both campaigns have ramped up messaging significantly since October: • Hillary went from 24 to 50 emails • Trump went from 4 to 9 emails • Both sent a similar number of SMS (8 and 9, up from 0 in Oct.) Clearly, Hillary is still sending WAY more messages than Trump
  44. 44. Let’s look at the message content… ©2016 Iterable, Inc. All rights reserved
  45. 45. ©2016 Iterable, Inc. All rights reserved These are two standard Trump messages. You’ll notice….
  46. 46. ©2016 Iterable, Inc. All rights reserved Simple layout and design
  47. 47. ©2016 Iterable, Inc. All rights reserved Strong call-to-action buttons
  48. 48. ©2016 Iterable, Inc. All rights reserved Short, spaced-out paragraphs and copy
  49. 49. ©2016 Iterable, Inc. All rights reserved These are two standard Hillary messages. You’ll notice….
  50. 50. ©2016 Iterable, Inc. All rights reserved Simple layout and design
  51. 51. ©2016 Iterable, Inc. All rights reserved Strong call-to-action buttons
  52. 52. ©2016 Iterable, Inc. All rights reserved Short, spaced-out paragraphs and copy (although usually not as short as Trump’s)
  53. 53. ©2016 Iterable, Inc. All rights reserved There isn’t much of a difference between the two!
  54. 54. ©2016 Iterable, Inc. All rights reserved There isn’t much of a difference between the two! Although Trump does always lead with his name/logo at the top
  55. 55. Content Takeaways ©2016 Iterable, Inc. All rights reserved • Both campaigns have very similar content and design: • Personal and conversational tone • Different people in the ”from” line • Strong calls to donate • Hillary does mix it up occasionally with big graphics and some GIFs • Messages are very similar to those we saw the Hillary campaign send during the first teardown, now done by both campaigns
  56. 56. Deliverability Observations ©2016 Iterable, Inc. All rights reserved • The Trump campaign has a problem with deliverability: almost all emails sent between July 6 and July 31 ended up in the spam folder • None of the Hillary campaign emails have hit the spam folder
  57. 57. Overall Takeaways • The Trump campaign has definitely ramped up engagement, especially on SMS • But Hillary, already a prolific emailer, has taken it up a notch as well • The content has converged. Both campaigns send out very similar messages • Considering how active both campaigns are on Twitter, there are surprisingly few mentions of this in their emails. Could be a good opportunity to increase engagement across channels. • Finally, both campaigns are active on SMS. But actual coordination between email and SMS (and social) could be improved. ©2016 Iterable, Inc. All rights reserved
  58. 58. If you liked this teardown, you’ll enjoy the others: View them and sign up for notifications of future teardowns: iterable.com/teardown ©2016 Iterable, Inc. All rights reserved
  59. 59. That’s it! • Thank you for reading this User Engagement Teardown! • Everything shown here (and more) can be done with Iterable • Join the discussion! Use #UEteardown • Download these and past teardown slides: iterable.com/teardown Twitter.com/iterable Facebook.com/iterable YouTube.com/user/iterableTV ©2016 Iterable, Inc. All rights reserved

×