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User Engagement Teardown: Which Coffee Is The Cream Of The Crop?

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This is an Iterable User Engagement Teardown - focusing on, and comparing, Peet's Coffee & Tea, Philz Coffee and Starbucks.

It analyzes how these companies do user engagement in the first 3 weeks post-signup. This teardown also incorporates social media and engagement. The User Engagement Timeline lets you visualize all engagement, and we evaluate individual emails/push notifications and suggest improvements.

As always, we’ve identified things these companies do well and some areas where there is room for improvement. Everything shown in the slides (and any recommendations) can be implemented with Iterable.

We hope you enjoy this teardown as much as you enjoy the coffee from these three great companies!

Published in: Marketing
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User Engagement Teardown: Which Coffee Is The Cream Of The Crop?

  1. 1. User Engagement Teardown ©2016 Iterable, Inc. All rights reserved
  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 consumer Growth Marketing Platform • Check out case studies on Dot & Bo and Rocksbox, customers using Iterable for user engagement: iterable.com/ecommerce • Any recommendations made can be implemented 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?” • Analyze a brand’s user engagement over 3 weeks post-signup • Constructive evaluation and feedback • All types of B2C: e-commerce, marketplaces, media, etc. ©2016 Iterable, Inc. All rights reserved
  5. 5. • Peet’s Coffee & Tea and Starbucks are national brands with retail locations across the U.S. and sell products online. • Philz Coffee is a regional brand that recently secured expansion funding How are they engaging shoppers? ©2016 Iterable, Inc. All rights reserved
  6. 6. What We Did (1/2) • Created an account and downloaded mobile apps • Subscribed to emails and push notifications • Put items in cart from website and the apps, but didn’t check out • Clicked on a few emails and push notifications • Browsed the site periodically • Analyzed all messages we received over 21 days ©2016 Iterable, Inc. All rights reserved
  7. 7. What We Did (2/2) New to the teardowns: we tracked social media engagement. Growth Marketing is about more than just email /push. Brands should strive to give users a coordinated, holistic experience. ©2016 Iterable, Inc. All rights reserved
  8. 8. On to the “User Engagement Timeline”… ©2016 Iterable, Inc. All rights reserved
  9. 9. ©2016 Iterable, Inc. All rights reserved 9 MessagesUserActivity Message Type Desktop Activity Type Mobile The User Engagement Timeline Blast Transactional Triggered Push notification Social We’ll show you what we (the user or shopper) did here on both mobile and desktop… 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Days from start:
  10. 10. ©2016 Iterable, Inc. All rights reserved 10 MessagesUserActivity Message TypeActivity Type The User Engagement Timeline Blast Transactional Triggered Push notification Social We’ll show you what we (the user or shopper) did here on both mobile and desktop… … and the engagement from each brand here. 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Days from start: Desktop Mobile
  11. 11. 11 MessagesUserActivity Message TypeActivity Type The User Engagement Timeline Blast Transactional Triggered Push notification Social We’ll show you what we (the user or shopper) did here on both mobile and desktop… … and the engagement from each brand here. 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 Desktop Mobile
  12. 12. Made an account Tried to find mobile app Browsed site Added 1 item to cart User Engagement TimelineThe Welcome PeaberryBig Kahuna Perfect Cup St. Patrick’s Abandon Signed up for emails Browsed site Added 1 item to cart Big Kahuna Big Kahuna Subscribe FB FB TW IG FB TW IG FB TW IG FB TW Followed on Twitter, Facebook and Instagram 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Peaberry 12 Message TypeActivity Type Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: ©2016 Iterable, Inc. All rights reserved Desktop Mobile FB TW IG
  13. 13. Made an account Tried to find mobile app Browsed site Added 1 item to cart Welcome PeaberryBig Kahuna Perfect Cup St. Patrick’s Abandon Signed up for emails Browsed site Added 1 item to cart Big Kahuna Big Kahuna Subscribe FB FB TW IG FB TW IG FB TW IG FB TW Followed on Twitter, Facebook and Instagram 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Peaberry 13 Message TypeActivity Type Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: User Engagement TimelineThe ©2016 Iterable, Inc. All rights reserved Desktop Mobile Couldn’t find an iOS or Android app, so the actions indicated as mobile are on Peets.com using the Chrome mobile browser. FB TW IG
  14. 14. Made an account Tried to find mobile app Browsed site Added 1 item to cart Welcome PeaberryBig Kahuna Perfect Cup St. Patrick’s Abandon Signed up for emails Browsed site Added 1 item to cart Big Kahuna Big Kahuna Subscribe FB FB TW IG FB TW IG FB TW IG FB TW Followed on Twitter, Facebook and Instagram 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Great welcome email, but no additional engagement via a welcome series. Peaberry 14 Message TypeActivity Type Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: User Engagement TimelineThe ©2016 Iterable, Inc. All rights reserved Desktop Mobile FB TW IG
  15. 15. Made an account Tried to find mobile app Browsed site Added 1 item to cart Welcome PeaberryBig Kahuna Perfect Cup St. Patrick’s Abandon Signed up for emails Browsed site Added 1 item to cart Big Kahuna Big Kahuna Subscribe FB FB TW IG FB TW IG FB TW IG FB TW Followed on Twitter, Facebook and Instagram 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Peaberry 15 Message TypeActivity Type Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: User Engagement TimelineThe ©2016 Iterable, Inc. All rights reserved Desktop Mobile FB TW IG The only other triggered interaction we received was an abandoned cart reminder via email.
  16. 16. Made an account Tried to find mobile app Browsed site Added 1 item to cart Welcome PeaberryBig Kahuna Perfect Cup St. Patrick’s Abandon Signed up for emails Browsed site Added 1 item to cart Big Kahuna Big Kahuna Subscribe FB FB TW IG FB TW IG FB TW IG FB TW Followed on Twitter, Facebook and Instagram 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 The Big Kahuna roast emails were almost identical. Peaberry 16 Message TypeActivity Type Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: User Engagement TimelineThe ©2016 Iterable, Inc. All rights reserved Desktop Mobile FB TW IG
  17. 17. Made an account Tried to find mobile app Browsed site Added 1 item to cart Welcome PeaberryBig Kahuna Perfect Cup St. Patrick’s Abandon Signed up for emails Browsed site Added 1 item to cart Big Kahuna Big Kahuna Subscribe FB FB TW IG FB TW IG FB TW IG FB TW Followed on Twitter, Facebook and Instagram 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Same with the Peaberry emails. Peaberry 17 Message TypeActivity Type Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: User Engagement TimelineThe ©2016 Iterable, Inc. All rights reserved Desktop Mobile FB TW IG
  18. 18. Made an account Tried to find mobile app Browsed site Added 1 item to cart Welcome PeaberryBig Kahuna Perfect Cup St. Patrick’s Abandon Signed up for emails Browsed site Added 1 item to cart Big Kahuna Big Kahuna Subscribe FB FB TW IG FB TW IG FB TW IG FB TW Followed on Twitter, Facebook and Instagram 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 No engagement during large chunks of time mostly centered around the weekends. Peaberry 18 Message TypeActivity Type Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: User Engagement TimelineThe ©2016 Iterable, Inc. All rights reserved Desktop Mobile FB TW IG
  19. 19. Made an account Tried to find mobile app Browsed site Added 1 item to cart User Engagement TimelineThe Welcome PeaberryBig Kahuna Perfect Cup St. Patrick’s Abandon Signed up for emails Browsed site Added 1 item to cart Big Kahuna Big Kahuna Subscribe FB FB TW IG FB TW IG FB TW IG FB TW Followed on Twitter, Facebook and Instagram 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Peaberry 19 Message TypeActivity Type Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: ©2016 Iterable, Inc. All rights reserved Engagement on social media was sparse and irregular. Desktop Mobile FB TW IG
  20. 20. Made an account Tried to find mobile app Browsed site Added 1 item to cart User Engagement TimelineThe Welcome PeaberryBig Kahuna Perfect Cup St. Patrick’s Abandon Signed up for emails Browsed site Added 1 item to cart Big Kahuna Big Kahuna Subscribe FB TW IG FB FB TW IG FB TW IG FB TW IG FB TW Followed on Twitter, Facebook and Instagram 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Peaberry 20 Message TypeActivity Type Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: ©2016 Iterable, Inc. All rights reserved Occasionally coordinated messaging in email and social media. Desktop Mobile
  21. 21. Now, let’s look at some messages from Peet’s. ©2016 Iterable, Inc. All rights reserved
  22. 22. ©2016 Iterable, Inc. All rights reserved Menu bar at the top of every email is consistent and makes for an easy user experience.
  23. 23. ©2016 Iterable, Inc. All rights reserved Messaging is repeated multiple times, can sometimes feel repetitive. This happens here…
  24. 24. ©2016 Iterable, Inc. All rights reserved …and here...
  25. 25. ©2016 Iterable, Inc. All rights reserved …and here.
  26. 26. ©2016 Iterable, Inc. All rights reserved
  27. 27. ©2016 Iterable, Inc. All rights reserved Timely language for St. Patrick’s Day is coordinated across social channels.
  28. 28. ©2016 Iterable, Inc. All rights reserved But the email is significantly different and not that coordinated… Opportunity to use “Caramel Latte’s got us feeling lucky” in subject line or copy.
  29. 29. Takeaways from Peet’s • Great welcome email, but there is potential for a great series. • Almost all messages were blasts without any personalization. • Some early coordination across email and social is a great sign. • Timing varied (all times of day and night). It might be worth testing to see if certain times have better results. • Emails could be optimized for mobile with a responsive template. ©2016 Iterable, Inc. All rights reserved
  30. 30. Switching gears to the Starbucks timeline… ©2016 Iterable, Inc. All rights reserved
  31. 31. Made an account Downloaded Android app Browsed site Added 1 item to cart User Engagement TimelineThe Welcome (1) Rewards Gold (3) Rewards Intro (2) Abandon Signed up for emails Browsed siteAdded 1 item to cart 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Rewards Free Drink (4) 2 TW FB 2 LI 4 TW FB IG 5 TW FB IG LI 2 TW IG 2 LI YT TW IG YT TW FB IG Followed on Twitter, Facebook, Instagram, LinkedIn, Pinterest, and YouTube Downloaded iPad app Loaded card, made purchase Order beta Rewards Ways to Pay (5) Rewards Reload (6) 2 TW TW IG TW IG TW IG TW IG 4 TW FB IG YT 2 TW IG TW FB IG 2 TW IG 3 TW IG IG 2 TW IG Chill Pay like a pro Happy Monday In a hurry 31 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: ©2016 Iterable, Inc. All rights reserved
  32. 32. Made an account Downloaded Android app Browsed site Added 1 item to cart Rewards Intro Abandon Signed up for emails Browsed siteAdded 1 item to cart 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 2 TW FB 2 LI 4 TW FB IG 5 TW FB IG LI 2 TW IG 2 LI YT TW IG YT TW FB IG Followed on Twitter, Facebook, Instagram, LinkedIn, Pinterest, and YouTube Downloaded iPad app Loaded card, made purchase Order beta 2 TW TW IG TW IG TW IG TW IG 4 TW FB IG YT 2 TW IG TW FB IG 2 TW IG 3 TW IG IG 2 TW IG Chill Pay like a pro Happy Monday In a hurry The first email we got was a double opt-in request as well as the welcome email. 32 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: User Engagement TimelineThe ©2016 Iterable, Inc. All rights reserved Welcome (1) Rewards Gold (3) Rewards Free Drink (4) Rewards Ways to Pay (5) Rewards Reload (6)
  33. 33. Made an account Downloaded Android app Browsed site Added 1 item to cart Signed up for emails Browsed siteAdded 1 item to cart 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 2 TW FB 2 LI 4 TW FB IG 5 TW FB IG LI 2 TW IG 2 LI YT TW IG YT TW FB IG Followed on Twitter, Facebook, Instagram, LinkedIn, Pinterest, and YouTube Downloaded iPad app Loaded card, made purchase Order beta 2 TW TW IG TW IG TW IG TW IG 4 TW FB IG YT 2 TW IG TW FB IG 2 TW IG 3 TW IG IG 2 TW IG Chill Pay like a pro Happy Monday In a hurry These emails seem to be a triggered welcome series, and not general blast emails. 33 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: User Engagement TimelineThe ©2016 Iterable, Inc. All rights reserved Welcome (1) Rewards Gold (3) Rewards Intro (2) Abandon Rewards Free Drink (4) Rewards Ways to Pay (5) Rewards Reload (6)
  34. 34. Made an account Downloaded Android app Browsed site Added 1 item to cart User Engagement TimelineThe Signed up for emails Browsed siteAdded 1 item to cart 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 2 TW FB 2 LI 4 TW FB IG 5 TW FB IG LI 2 TW IG 2 LI YT TW IG YT TW FB IG Followed on Twitter, Facebook, Instagram, LinkedIn, Pinterest, and YouTube Downloaded iPad app Loaded card, made purchase Order beta 2 TW TW IG TW IG TW IG TW IG 4 TW FB IG YT 2 TW IG TW FB IG 2 TW IG 3 TW IG IG 2 TW IG Chill Pay like a pro Happy Monday In a hurry 34 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: ©2016 Iterable, Inc. All rights reserved No content in any of the touchpoints were related to products or sales. Welcome (1) Rewards Gold (3) Rewards Intro (2) Abandon Rewards Free Drink (4) Rewards Ways to Pay (5) Rewards Reload (6)
  35. 35. Made an account Downloaded Android app Browsed site Added 1 item to cart Signed up for emails Browsed siteAdded 1 item to cart 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 2 TW FB 2 LI 4 TW FB IG 5 TW FB IG LI 2 TW IG 2 LI YT TW IG YT TW FB IG Followed on Twitter, Facebook, Instagram, LinkedIn, Pinterest, and YouTube Downloaded iPad app Loaded card, made purchase Order beta 2 TW TW IG TW IG TW IG TW IG 4 TW FB IG YT 2 TW IG TW FB IG 2 TW IG 3 TW IG IG 2 TW IG Chill Pay like a pro Happy Monday In a hurry Push notifications also stored in in-app message center, for easy reference at a later time. 35 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: User Engagement TimelineThe ©2016 Iterable, Inc. All rights reserved Welcome (1) Rewards Gold (3) Rewards Intro (2) Abandon Rewards Free Drink (4) Rewards Ways to Pay (5) Rewards Reload (6)
  36. 36. Made an account Downloaded Android app Browsed site Added 1 item to cart Signed up for emails Browsed siteAdded 1 item to cart 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 2 TW FB 2 LI 4 TW FB IG 5 TW FB IG LI 2 TW IG 2 LI YT TW IG YT TW FB IG Followed on Twitter, Facebook, Instagram, LinkedIn, Pinterest, and YouTube Downloaded iPad app Loaded card, made purchase Order beta 2 TW TW IG TW IG TW IG TW IG 4 TW FB IG YT 2 TW IG TW FB IG 2 TW IG 3 TW IG IG 2 TW IG Chill Pay like a pro Happy Monday In a hurry Almost all social media messaging was coordinated… 36 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: User Engagement TimelineThe ©2016 Iterable, Inc. All rights reserved Welcome (1) Rewards Gold (3) Rewards Intro (2) Abandon Rewards Free Drink (4) Rewards Ways to Pay (5) Rewards Reload (6)
  37. 37. Made an account Downloaded Android app Browsed site Added 1 item to cart Rewards Intro Signed up for emails Browsed siteAdded 1 item to cart 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 2 TW FB 2 LI 4 TW FB IG 5 TW FB IG LI 2 TW IG 2 LI YT TW IG YT TW FB IG Followed on Twitter, Facebook, Instagram, LinkedIn, Pinterest, and YouTube Downloaded iPad app Loaded card, made purchase Order beta 2 TW TW IG TW IG TW IG TW IG 4 TW FB IG YT 2 TW IG TW FB IG 2 TW IG 3 TW IG IG 2 TW IG Chill Pay like a pro Happy Monday In a hurry 37 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: User Engagement TimelineThe ©2016 Iterable, Inc. All rights reserved Welcome (1) Rewards Gold (3) Rewards Intro (2) Abandon Rewards Free Drink (4) Rewards Ways to Pay (5) Rewards Reload (6)…But only rarely with other engagement channels like email and push notifications.
  38. 38. Now, let’s look at some messages from Starbucks. ©2016 Iterable, Inc. All rights reserved
  39. 39. ©2016 Iterable, Inc. All rights reserved Emails from “Starbucks Coffee Company,” “Starbucks Store,” “(My) Starbucks Rewards,” could be confusing.
  40. 40. ©2016 Iterable, Inc. All rights reserved Emails from “Starbucks Coffee Company,” “Starbucks Store,” “(My) Starbucks Rewards,” could be confusing. Subject lines do not include attention-grabbing language, emojis or call capital letters for emphasis.
  41. 41. ©2016 Iterable, Inc. All rights reserved Great visuals and charming language.
  42. 42. ©2016 Iterable, Inc. All rights reserved Great visuals and charming language. Great reminders about the preference center and refer a friend link.
  43. 43. ©2016 Iterable, Inc. All rights reserved Great visuals and charming language. Great reminders about the preference center and refer a friend link. All emails are mobile-optimized but sometimes they look awkward on desktop.
  44. 44. Great visuals and charming language. Great reminders about the preference center and refer a friend link. All emails are mobile-optimized but sometimes they look awkward on desktop. Emails had some personalization. ©2016 Iterable, Inc. All rights reserved
  45. 45. Great visuals and charming language in push notifications. ©2016 Iterable, Inc. All rights reserved
  46. 46. Great visuals and charming language in push notifications. Simple and easy to follow instructions for use on the go. ©2016 Iterable, Inc. All rights reserved
  47. 47. Great visuals and charming language in push notifications. Simple and easy to follow instructions for use on the go. Call-to-action is physical, never digital (e.g. a link to order ahead) ©2016 Iterable, Inc. All rights reserved
  48. 48. Starbucks Takeaways • Great engagement on social media including seasonal imagery. • Transactional emails could include messaging about promotions. • No engagement based on behavioral data, other than shopping cart abandonment. • Welcome series could include some messages over SMS. • Coordination between email/push and social could be taken up a notch. ©2016 Iterable, Inc. All rights reserved
  49. 49. What about a smaller brand like Philz? ©2016 Iterable, Inc. All rights reserved
  50. 50. Looked for mobile app Browsed site Added 1 item to cart User Engagement TimelineThe Welcome Signed up for emails Browsed site Added 1 item to cart Sweet Treat 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 50 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: ©2016 Iterable, Inc. All rights reserved TW FB IG TW FB IG TW FB IG FB TW FB LI TW FB IG LI TW IG LI TW TW TW IG LI
  51. 51. Looked for mobile app Browsed site Added 1 item to cart User Engagement TimelineThe Welcome Signed up for emails Browsed site Added 1 item to cart Sweet Treat 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 51 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: ©2016 Iterable, Inc. All rights reserved TW FB IG TW FB IG TW FB IG FB TW FB LI TW FB IG LI TW IG LI TW TW TW IG LI Welcome email was a double opt-in verification. But only one email in the series.
  52. 52. Looked for mobile app Browsed site Added 1 item to cart User Engagement TimelineThe Welcome Signed up for emails Browsed site Added 1 item to cart Sweet Treat 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 52 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: ©2016 Iterable, Inc. All rights reserved No engagement after we abandoned items in our shopping cart. TW FB IG TW FB IG TW FB IG FB TW FB LI TW FB IG LI TW IG LI TW TW TW IG LI
  53. 53. Looked for mobile app Browsed site Added 1 item to cart User Engagement TimelineThe Welcome Signed up for emails Browsed site Added 1 item to cart Sweet Treat 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 53 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: ©2016 Iterable, Inc. All rights reserved TW FB IG TW FB IG TW FB IG FB TW FB LI TW FB IG LI TW IG LI TW TW TW IG LI We clicked on the email on both desktop and mobile and browsed around the site.
  54. 54. Looked for mobile app Browsed site Added 1 item to cart User Engagement TimelineThe Welcome Signed up for emails Browsed site Added 1 item to cart Sweet Treat 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 54 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: ©2016 Iterable, Inc. All rights reserved …But we never recieved any additional engagement. TW FB IG TW FB IG TW FB IG FB TW FB LI TW FB IG LI TW IG LI TW TW TW IG LI
  55. 55. Looked for mobile app Browsed site Added 1 item to cart User Engagement TimelineThe Welcome Signed up for emails Browsed site Added 1 item to cart Sweet Treat 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 55 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social MessagesUserActivity Days from start: ©2016 Iterable, Inc. All rights reserved Significantly more engagement on social media than email. TW FB IG TW FB IG TW FB IG FB TW FB LI TW FB IG LI TW IG LI TW TW TW IG LI
  56. 56. Let’s look at the one message from Philz. ©2016 Iterable, Inc. All rights reserved
  57. 57. ©2016 Iterable, Inc. All rights reserved Big beautiful image, one simple call to action.
  58. 58. ©2016 Iterable, Inc. All rights reserved Big beautiful image, one simple call to action. Not personalized, blast email.
  59. 59. Big beautiful image, one simple call to action. Not personalized, blast email. Great links to other content. ©2016 Iterable, Inc. All rights reserved
  60. 60. Philz Takeaways • Current visual and copy is great, but could test increased frequency for better conversion rate. • Social media posts include product images and get nice engagement. • No coordination between the two. • Could test engagement with a mobile app or SMS. ©2016 Iterable, Inc. All rights reserved
  61. 61. Now, let’s compare and contrast… ©2016 Iterable, Inc. All rights reserved
  62. 62. User Engagement Timeline Comparison - Email Welcome PeaberryBig Kahuna Perfect Cup St. Patrick’s Abandon Big Kahuna Big Kahuna Subscribe 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Peaberry 62 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social Days from start: Welcome Rewards Gold Rewards Intro Abandon Rewards Free Drink Rewards Ways to Pay Rewards Reload ©2016 Iterable, Inc. All rights reserved Welcome Sweet Treat
  63. 63. User Engagement Timeline Comparison - Email Welcome PeaberryBig Kahuna Perfect Cup St. Patrick’s Abandon Big Kahuna Big Kahuna Subscribe 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Peaberry 63 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social Days from start: Welcome Rewards Gold Rewards Intro Abandon Rewards Free Drink Rewards Ways to Pay Rewards Reload Here are the emails sent by each brand. ©2016 Iterable, Inc. All rights reserved Welcome Sweet Treat
  64. 64. User Engagement Timeline Comparison - Email Welcome PeaberryBig Kahuna Perfect Cup St. Patrick’s Abandon Big Kahuna Big Kahuna Subscribe 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Peaberry 64 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social Days from start: Welcome Rewards Gold Rewards Intro Abandon Rewards Free Drink Rewards Ways to Pay Rewards Reload Notice the differences in frequency between blast (red) and triggered (yellow) messages. ©2016 Iterable, Inc. All rights reserved Welcome Sweet Treat
  65. 65. User Engagement Timeline Comparison - Social 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 65 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social Days from start: And here is the social engagement for each brand. ©2016 Iterable, Inc. All rights reserved FB FB TW IG FB TW IG FB TW IG FB TW 2 TW FB 2 LI 4 TW FB IG TW IG YT TW FB IG 2 TW TW IG TW IG TW IG TW IG 2 TW IG TW FB IG 2 TW IG 3 TW IG IG 2 TW IG TW FB IG TW FB IG TW FB IG FB TW FB LI TW FB IG LI TW IG LI TW TW TW IG LI FB TW IG
  66. 66. User Engagement Timeline Comparison - Social 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 66 Message Type Desktop browser Activity Type Mobile app Blast Transactional Triggered Push notification Social Days from start: ©2016 Iterable, Inc. All rights reserved FB FB TW IG FB TW IG FB TW IG FB TW 2 TW FB 2 LI 4 TW FB IG TW IG YT TW FB IG 2 TW TW IG TW IG TW IG TW IG 2 TW IG TW FB IG 2 TW IG 3 TW IG IG 2 TW IG TW FB IG TW FB IG TW FB IG FB TW FB LI TW FB IG LI TW IG LI TW TW TW IG LI Starbucks is clearly the most consistent across email and social. Peet’s was less consistent in social. Philz was weaker in email, but fairly active on social. FB TW IG
  67. 67. Compare and Contrast: Frequency ©2016 Iterable, Inc. All rights reserved Brand Frequency of Email Frequency of Push Notification Frequency of Social Media Peet’s 10 in 21 days N/A 6 days out of 21 Starbucks 7 in 21 days 4 in 21 days 18 days out of 21 Philz 2 in 21 days N/A 10 days out of 21 Starbucks had a generally higher frequency of engagement across the board than Peet’s and Philz, but the strategies differed in the content and channel.
  68. 68. All brands sent welcome emails… ©2016 Iterable, Inc. All rights reserved
  69. 69. ©2016 Iterable, Inc. All rights reserved
  70. 70. ©2016 Iterable, Inc. All rights reserved Double opt-in for Starbucks and Philz.
  71. 71. ©2016 Iterable, Inc. All rights reserved Double opt-in for Starbucks and Philz. Great visuals and even a coupon in Peet’s.
  72. 72. ©2016 Iterable, Inc. All rights reserved Double opt-in for Starbucks and Philz. Great visuals and even a coupon in Peet’s. Philz and Peet’s only sent one email.
  73. 73. ©2016 Iterable, Inc. All rights reserved Double opt-in for Starbucks and Philz. Great visuals and even a coupon in Peet’s. Philz and Peet’s only sent one email. Starbucks included a link to user’s preference center.
  74. 74. ©2016 Iterable, Inc. All rights reserved Double opt-in for Starbucks and Philz. Great visuals and even a coupon in Peet’s. Philz and Peet’s only sent one email. Starbucks included a link to user’s preference center. All brands could round out welcome series with mobile friendly emails, push notifications and SMS.
  75. 75. 2 of 3 brands sent shopping cart abandonment reminders. ©2016 Iterable, Inc. All rights reserved
  76. 76. ©2016 Iterable, Inc. All rights reserved Peet’s abandoned cart reminder came from “Customer Service” instead of the usual “Peet’s Coffee & Tea.” Starbucks’ abandoned cart reminder came from “Starbucks Store.”
  77. 77. ©2016 Iterable, Inc. All rights reserved Peet’s included a promotional reminder and great visuals and personalization.
  78. 78. ©2016 Iterable, Inc. All rights reserved Peet’s included a promotional reminder and great visuals and personalization. Starbucks had a more casual subject line “Did you forget something?” versus “Abandon Cart Reminder” from Peet’s.
  79. 79. ©2016 Iterable, Inc. All rights reserved Peet’s included a promotional reminder and great visuals and personalization. Starbucks had a more casual subject line “Did you forget something?” versus “Abandon Cart Reminder” from Peet’s. Starbucks included the actual product details in the email, versus just a link to view my cart.
  80. 80. ©2016 Iterable, Inc. All rights reserved Peet’s included a promotional reminder and great visuals and personalization. Starbucks had a more casual subject line “Did you forget something?” versus “Abandon Cart Reminder” from Peet’s. Starbucks included the actual product details in the email, versus just a link to view my cart. Neither was mobile friendly.
  81. 81. Email – Overall Suggestions • A/B test timing and order of channels to increase conversions. • Try out behavior-based triggered messaging. • Test attention-grabbing subject lines with capitals and emojis. • Coordinate across all channels including social media. • SMS would be easy to implement with a platform that supports multi-channel campaigns. ©2016 Iterable, Inc. All rights reserved
  82. 82. Overall Takeaways • All three share high-quality visuals and charming language. • All three brands send at least one welcome email, but Starbucks had the most touchpoints by far. • Shopping Cart Abandonment emails encourage conversions for Peet’s and Starbucks. • Good engagement for all 3 brands, but lots of room for improvement! ©2016 Iterable, Inc. All rights reserved
  83. 83. 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
  84. 84. That’s it! • Thank you for reading this User Engagement Teardown! • 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

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