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Hillary vs. Trump - Iterable User Engagement Teardown for Political Campaigns

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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.

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

Hillary vs. Trump - Iterable User Engagement Teardown for Political Campaigns

  1. 1. User  Engagement  Teardown September,   2015 #UEteardown Download:  iterable.com/teardown
  2. 2. 2©2015  Iterable,  Inc.  All  rights  reserved Make  sure  to  watch  full  screen! Press  this  button
  3. 3. What  is  a  “User  Engagement  Teardown”? • Analyze  a  company’s  (or  campaign’s)  user  engagement  over  3  weeks   post-­‐signup • Constructive  evaluation  and  feedback • All  types  of  B2C  companies:  e-­‐commerce,  subscription,  media,  etc. ©2015  Iterable,  Inc.  All  rights  reserved 3
  4. 4. 4©2015  Iterable,  Inc.  All  rights  reserved • Hillary  Clinton  is  the  leading  Democrat,  Donald  Trump  is  the  leading   Republican  (as  of  early  Oct.  2015)  for  the  US  presidency • While  there’s  over  1  year  left  to  the  election,  both  candidates  are  now   in  full  campaign  mode • Savvy  digital  consumer  marketing  has  become  a  big  part  of  political   campaigns How  are  Hillary  and  Trump  engaging  their  supporters?
  5. 5. What  We  Did ©2015  Iterable,  Inc.  All  rights  reserved 5 • Signed  up  to  receive  emails  (neither  has  an  account  mechanism) • Browsed  their  sites • After  a  few  days,  made  a  $5  donation  to  both • Clicked  on  a  couple  of  emails  that  had  certain  offers • Analyzed  all  messages  we  received  over  3+  weeks
  6. 6. A  Quick  Word  on ©2015  Iterable,  Inc.  All  rights  reserved 6 • Iterable  is  a  consumer  growth-­‐marketing  platform  
  7. 7. A  Quick  Word  on ©2015  Iterable,  Inc.  All  rights  reserved 7 • Iterable  is  a  consumer  growth-­‐marketing  platform • Check  out  our  case  study  on  IMGE,  a  customer  using  Iterable  for  high-­‐ performance  political  marketing:  iterable.com/political
  8. 8. A  Quick  Word  on ©2015  Iterable,  Inc.  All  rights  reserved 8 • Iterable  is  a  consumer  growth-­‐marketing  platform • Check  out  our  case  study  on  IMGE,  a  customer  using  Iterable  for  high-­‐ performance  political  marketing:  iterable.com/political • Any  recommendations  we  make  can  be  implemented  with  Iterable.   You  can  see  our  other  teardowns  at:  iterable.com/teardown
  9. 9. 9©2015  Iterable,  Inc.  All  rights  reserved On  to  the  “User  Engagement  Timeline”…
  10. 10. 10 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe & Hillary Activity  Type Trump
  11. 11. 11 ©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  TimelineThe & We’ll  show  you  what  we  (the  user  or  “campaign  supporter”)  did  here… Hillary Activity  Type Trump
  12. 12. 12 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification We’ll  show  you  what  we  (the  user  or  “campaign  supporter”)  did  here… 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  TimelineThe & …  the  messages  we  received  from  Hillary  here… Hillary Activity  Type Trump
  13. 13. 13 ©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  TimelineThe & …  and  the  messages  we  received  from  Trump  here …  the  messages  we  received  from  Hillary  here… We’ll  show  you  what  we  (the  user  or  “campaign  supporter”)  did  here… Hillary Activity  Type Trump
  14. 14. 14 ©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  TimelineThe & …  and  the  messages  we  received  from  Trump  here …  the  messages  we  received  from  Hillary  here… We’ll  show  you  what  we  (the  user  or  “campaign  supporter”)  did  here… Activities  and  message  types  are   color  coded  as  shown  in  this  key Hillary Activity  Type Trump
  15. 15. 15 ©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  TimelineThe & Hillary Activity  Type Trump This  is  what  we  did  to  kick  things  off  (day  0)  in  a  desktop  browser. Signup Signup
  16. 16. 16 ©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  TimelineThe & Hillary Activity  Type Trump This  is  what  we  did  to  kick  things  off  (day  0)  in  a  desktop  browser. And  both  Hillary  and  Trump  sent  us  a  welcome   email  message  (triggered)  right  away. Welcome Welcome  to   Team  Trump Signup Signup
  17. 17. 17©2015  Iterable,  Inc.  All  rights  reserved First,  let’s  look  at  Trump’s  user  engagement. Fast  forward  to  day  21…
  18. 18. 18 ©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  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign  trail $5   donation Thank  you Debate  week   wrap-­‐up Republi-­‐ can   Debate Welcome  to   Team  Trump
  19. 19. 19 ©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  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign  trail $5   donation Thank  you Debate  week   wrap-­‐up Republi-­‐ can   Debate Welcome  to   Team  Trump We  got  a  total  of  4  emails  from  Trump
  20. 20. 20 ©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  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign  trail $5   donation Thank  you Debate  week   wrap-­‐up Republi-­‐ can   Debate Welcome  to   Team  Trump The  initial,  triggered  welcome  message
  21. 21. 21 ©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  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign  trail $5   donation Thank  you Debate  week   wrap-­‐up Republi-­‐ can   Debate Welcome  to   Team  Trump Two  blast  messages  later  on  in  the  3  weeks
  22. 22. 22 ©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  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign  trail $5   donation Thank  you Debate  week   wrap-­‐up Republi-­‐ can   Debate Welcome  to   Team  Trump And  a  transactional  “thank  you”  message  after   our  $5  donation
  23. 23. 23 ©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  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign  trail $5   donation Thank  you Debate  week   wrap-­‐up Republi-­‐ can   Debate Welcome  to   Team  Trump There  wasn’t  much  for  us  to  do.   The  only  other  thing  to  note  is  that  3  of  the  4  messages   came  from  “Donald  J.  Trump”  and  one  (the   transactional  one)  came  from  “Donald  Trump”
  24. 24. 24©2015  Iterable,  Inc.  All  rights  reserved Now  let’s  look  at  Hillary’s  user  engagement…
  25. 25. Republi-­‐ can   Debate 25 ©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  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign   trail $5   donation Thank   you Debate  week   wrap-­‐up Welcome  to   Team  Trump First,  let’s  move  the  Trump  messages  down  to  make  a   bit  of  room…
  26. 26. Republi-­‐ can   Debate 26 ©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  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign   trail $5   donation Thank   you Debate  week   wrap-­‐up Welcome  to   Team  Trump Ready?
  27. 27. Republi-­‐ can   Debate 27 ©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  TimelineThe & 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
  28. 28. Republi-­‐ can   Debate 28 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 J Yes,  that’s  a  lot  of  email!   24  emails  (in  21  days)  to  be  precise.
  29. 29. Republi-­‐ can   Debate 29 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 3 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 Let’s  start  with  the  welcome  series. C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2
  30. 30. Republi-­‐ can   Debate 30 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 3 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 Let’s  start  with  the  welcome  series. The  campaign  sent  3  emails:  the  1st was  a  pure   welcome,  the  2nd was  a  call  to  donate  $1  and  the  3rd was  a  list  of  things  a  supporter  can  do. This  is  a  decent  start  to  get  people  warmed  up  and   informed.C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2
  31. 31. Republi-­‐ can   Debate 31 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 3 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 After  the  welcome  series  there  is  a  lot  going  on. We’ll  break  it  down  into  general  themes  first…C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2
  32. 32. Republi-­‐ can   Debate 32 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed 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 First  is  something  called  the  “THX  Box” C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 J
  33. 33. Republi-­‐ can   Debate 33 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 3 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed H Vegas C Las   Vegas  2 C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C The  THX  Box  was  mentioned  in  this  blast  email  as  a   “heartfelt  thank-­‐you  surprise  package”.   You  had  to  sign  up  for  a  waiting  list.
  34. 34. Republi-­‐ can   Debate 34 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 3 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed H Vegas C Las   Vegas  2 C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C The  THX  Box  was  mentioned  in  this  blast  email  as  a   “heartfelt  thank-­‐you  surprise  package”.   You  had  to  sign  up  for  a  waiting  list. We  waited  two  days,  then  clicked  on  the  email  and   entered  our  email  for  the  waiting  list.
  35. 35. Republi-­‐ can   Debate 35 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 3 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed H Vegas C Las   Vegas  2 C Swag   sale Welcome A Welcome  to   Team  Trump The  THX  Box  was  mentioned  in  this  blast  email  as  a   “heartfelt  thank-­‐you  surprise  package”.   You  had  to  sign  up  for  a  waiting  list. We  waited  two  days,  then  clicked  on  the  email  and   entered  our  email  for  the  waiting  list. We  then  got  a  series  of  triggered  messages  letting   us  know  we  were  on  the  list,  that  we  needed  to   donate  $30/month  to  get  the  box,  and  finally  a   “last  chance”. (We  didn’t  get  the  box) C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C
  36. 36. Republi-­‐ can   Debate 36 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C There  is  also  the  “H  Feed”,  an  email  with  a  social   media-­‐like  feed  of  videos,  news,  etc. H Vegas C Las   Vegas  2 J
  37. 37. Republi-­‐ can   Debate 37 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C There  is  also  the  “H  Feed”,  an  email  with  a  social   media-­‐like  feed  of  videos,  news,  etc. We  got  two  of  those  in  the  teardown  period. H Vegas C Las   Vegas  2 J
  38. 38. Republi-­‐ can   Debate 38 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C Then  there  is  a  sweepstakes  to  win  a  trip  to  the   Democratic  debate  in  Las  Vegas  in  October  and   meet  Hillary. H Vegas C Las   Vegas  2 J
  39. 39. Republi-­‐ can   Debate 39 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed 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 H Vegas C Las   Vegas  2 C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C Then  there  is  a  sweepstakes  to  win  a  trip  to  the   Democratic  debate  in  Las  Vegas  in  October  and   meet  Hillary. There  were  several  emails  encouraging  people  to   sign  up  to  win. J
  40. 40. Republi-­‐ can   Debate 40 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C Then  there  is  a  sweepstakes  to  win  a  trip  to  the   Democratic  debate  in  Las  Vegas  in  October  and   meet  Hillary. There  were  several  emails  encouraging  people  to   sign  up  to  win. We  clicked  on  the  3rd one  (sent  by  James  Carville!)   and  entered  our  email. H Vegas C Las   Vegas  2 J
  41. 41. Republi-­‐ can   Debate 41 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C We  got  an  immediate  triggered  “Thanks”  email   and  2  follow-­‐up  emails  5  days  later  (on  the  same   day). All  3  acknowledged  we  had  entered  and  were   encouraging  us  to  donate  for  extra  chances  to  win. H Vegas C Las   Vegas  2 J
  42. 42. Republi-­‐ can   Debate 42 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 J A  few  final  items  to  point  out…
  43. 43. Republi-­‐ can   Debate 43 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C This  email  about  a  “Women  for  Hillary”  initiative   made  us  think  that  there’s  an  opportunity   to  ask   for  gender  at  signup  and  then  segment  and  send   customized  content  to  supporters.   Women  would  be  more  likely  to  respond  to  an   initiative  like  this.  Men  might  be  more  responsive   to  a  different  email.   H Vegas C Las   Vegas  2 J
  44. 44. Republi-­‐ can   Debate 44 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C On  day  7  we  got  an  email  from  Hillary  with  her   apology  for  the  email  scandal  issues. H Vegas C Las   Vegas  2 J
  45. 45. Republi-­‐ can   Debate 45 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C On  day  15,  the  day  of  the  Republican  debate,  we   got  3  separate  emails.  The  first  was  a  standard   request  for  donations.   But  the  2nd and  3rd were  specific  to  the  debate:  a   “pre-­‐debate  primer”  and  a  tongue-­‐in-­‐cheek   “official  response”  (see  next  section). H Vegas C Las   Vegas  2
  46. 46. Republi-­‐ can   Debate 46 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance CThere  were  also  a  couple  of  emails  dedicated  to   Hillary  merchandise  and  encouraging  people  to   buy. H Vegas C Las   Vegas  2
  47. 47. Republi-­‐ can   Debate 47 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 An  important  thing  to  note:
  48. 48. Republi-­‐ can   Debate 48 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C An  important  thing  to  note: After  our  donation,  no  subsequent   email   acknowledged  it  or  had  customized  content  based   on  our  status. We  believe  this  is  a  big  missed  opportunity  to   segment the  audience  and  drive  deeper   engagement  and  drive  higher  donations. H Vegas C Las   Vegas  2
  49. 49. Republi-­‐ can   Debate 49 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C FINALLY,  it’s  worth  noting  that  the  Hillary   campaign  uses  many  different  ‘From:’  names  for  their  emails.   H Vegas C Las   Vegas  2
  50. 50. Republi-­‐ can   Debate 50 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 FINALLY,  it’s  worth  noting  that  the  Hillary   campaign  uses  many  different  ‘From:’  names  for  their  emails.   In  fact,  we  got  emails  from  NINE  different  names.  
  51. 51. Republi-­‐ can   Debate 51 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 FINALLY,  it’s  worth  noting  that  the  Hillary   campaign  uses  many  different  ‘From:’  names  for  their  emails.   In  fact,  we  got  emails  from  NINE  different  names.   They  are  denoted  in  the  teardown  by  the  letter  in  parentheses: Hillary  Clinton  (H) Hillary  for  America  (A) Official  Clinton  Campaign  (C) Official  Clinton  Campaign  Shop  (C) John  Podesta,  Official  Clinton  Campaign  (C) Katie  Dowd,  Official  Clinton  Campaign  (C) Robby  Mook,  Official  Clinton  Campaign  (C) Christina  Reynolds,  Official  Clinton  Campaign  (C) James  Carville  (J) All  have  the  same  return  email  address  (info@hillaryclinton.com)
  52. 52. Republi-­‐ can   Debate 52 ©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  TimelineThe & 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 Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J 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 C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 Bonus  info:  After  the  teardown  was  over  (on  the  last  day   of  September),  we  received  6  emails  from  the  Hillary   campaign  in  a  single  day!   3  of  them  from  Bill  Clinton. The  Hillary  campaign  is  definitely  not  afraid  to  email   people.
  53. 53. Timeline  Takeaways:  Trump ©2015  Iterable,  Inc.  All  rights  reserved 53 • Trump  has  done  very  little  around  engagement.  There  is  lots  of  room   for  improvement • We  would  recommend: o Welcome  series  with  info  on  platform,  schedule,  how  to  contribute,  etc. o Encouraging  engagement  via  contests  or  something  similar o At  least  a  weekly  blast  update  on  news  from  the  campaign  trail o More  donation  requests,  and  triggered  emails  based  on  donation  amounts • While  Trump’s  fundraising  strategy  is  different  than  other  candidates,   we  think  he  is  leaving  HUGE  money  on  the  table
  54. 54. Timeline  Takeaways:  Hillary ©2015  Iterable,  Inc.  All  rights  reserved 54 • Hillary  is  on  the  other  extreme.  The  email  amount  is  almost  overwhelming. • Having  said  that,  the  level  of  potential  engagement/donation  is  impressive: o “Special”  items  (i.e.,  THX  Box)  in  exchange  for  regular  donations o Trip  giveaway  that  encourages  donations  in  exchange  for  more  entries o One-­‐off  emails  (e.g.  apology)  +  regular  updates  (e.g.,  H  Feed) • Missing:  acknowledgement/customization  for  those  that  have  donated o After  donating,  no  future  email  had  customized  content.  This  is  a  missed  opportunity o IMGE,  an  Iterable  customer,  does  a  great  job  here.  Case  study:  iterable.com/political
  55. 55. 55©2015  Iterable,  Inc.  All  rights  reserved Now  let’s  quickly  look  at  some  specific  emails…
  56. 56. 56©2015  Iterable,  Inc.  All  rights  reserved The  Hillary  campaign  is  not  afraid  to  be   playful  with  their  emails.
  57. 57. 57©2015  Iterable,  Inc.  All  rights  reserved The  Hillary  campaign  is  not  afraid  to  be   playful  with  their  emails. This  is  the  email  sent  after  the  Republican   debate,  an  “official  response”.
  58. 58. 58©2015  Iterable,  Inc.  All  rights  reserved The  Hillary  campaign  is  not  afraid  to  be   playful  with  their  emails. This  is  the  email  sent  after  the  Republican   debate,  an  “official  response”. It  had  an  animated  gif  of  Hillary   “reacting”  to  the  debate.
  59. 59. 59©2015  Iterable,  Inc.  All  rights  reserved The  Hillary  campaign  also  has  a  very   personal  feel  in  many  of  their  emails.
  60. 60. 60©2015  Iterable,  Inc.  All  rights  reserved The  Hillary  campaign  also  has  a  very   personal  feel  in  many  of  their  emails. This  email  was  sent  by  “Hillary  Clinton”  on   Sept.  20  at  11:36  am  (re:  Vegas  trip).
  61. 61. 61©2015  Iterable,  Inc.  All  rights  reserved The  Hillary  campaign  also  has  a  very   personal  feel  in  many  of  their  emails. This  email  was  sent  by  “Hillary  Clinton”  on   Sept.  20  at  11:36  am  (re:  Vegas  trip). This  second  email  was  sent  the  same  day,   at  4:59  pm,  from  “John  Podesta”. It  was  formatted  as  a  response  on  top  of   Hillary’s  initial  email,  giving  a  feel  of  a   “real”  personal  email/conversation.
  62. 62. Email  Takeaways ©2015  Iterable,  Inc.  All  rights  reserved 62 • Hillary’s  emails  have  an  interesting  strategy • Different  senders:  make  it  seem  like  you  are  involved  in  conversations   with  many  people.  But  this  could  become  confusing • Irreverent  content:  the  campaign  isn’t  afraid  to  be  playful • Personal:  many  are  formatted  as  personal  conversations  and  even   follow-­‐ups  to  past  emails
  63. 63. Overall  User  Engagement  Takeaways ©2015  Iterable,  Inc.  All  rights  reserved 63 • Trump  is  not  even  close  to  maximizing  supporters’  engagement • Hillary  is  doing  a  lot o Maybe  even  a  little  too  much  “raw”  engagement o Probably  not  enough  segmentation  and  customized  engagement o Conversational/Personal  tone  throughout • Mobile  still  a  small  factor  in  political  user  engagement.  Expect  more  next   election • Learn  about  some  best  practices:  iterable.com/political
  64. 64. 64©2015  Iterable,  Inc.  All  rights  reserved If  you  liked  this  teardown,  you’ll  enjoy  the  others: View  them  and  sign  up  for  notifications  of  future  teardowns: iterable.com/teardown
  65. 65. Request  an  Iterable  demo: That’s  it! ©2015  Iterable,  Inc.  All  rights  reserved 65 • Thank  you  for  reading  this  User  Engagement  Teardown! • Join  the  discussion!  Use  #UEteardown • Download  these  and  past  teardown  slides:  iterable.com/teardown iterable.com/demo ! /iterable " @iterable # /iterableTV

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