This is an Iterable User Engagement Teardown comparing Indeed and AngelList's user engagement strategies in the first 2 weeks post-signup. After evaluating all emails and push notifications received, we identify what these companies do well and where there is room for improvement. Everything shown in the slides (and any recommendations) can be implemented with Iterable. To see more User Engagement Teardowns, visit http://iterable.com/teardown

1. User Engagement Teardown
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2. User Engagement Teardown
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3. A Quick Word on Iterable
Iterable is a growth marketing and user
engagement platform.
• Marketers segment users, build workflows,
automate touchpoints and test strategies at
scale without engineering support.
• Everything you see here (and more) can be
done with Iterable. You can see other
teardowns at: iterable.com/teardown
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4. What is a “User Engagement Teardown?”
We analyze a brand’s (or campaign’s) user engagement over a defined
time period post-signup.
• We offer constructive evaluation and feedback.
• We cover all types of B2C businesses: e-commerce, marketplaces,
media, politics, etc.
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5. Indeed and AngelList
Indeed and AngelList are two leading job search
platforms in the U.S.
• Indeed, founded in 2004, is an incumbent in the
industry that serves over 200 million monthly
visitors globally.
• AngelList, founded in 2010, is a popular Silicon
Valley alternative that focuses on serving the
startup community.
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6. What We Did
We signed up to receive emails and mobile push notifications, and
analyzed all messages received over 2+ weeks between Jan. and Feb. 2017.
• Although both are marketplace businesses, we focused solely on the job
seeker’s experience.
• We escalated activity over time, starting with completing profiles and
browsing for jobs. We then applied to jobs on both desktop and mobile.
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7. On to the User Engagement Timeline…

8. User Engagement Timeline
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MessagesUserActivity
We’ll show you what we (the user) did here…
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification

9. User Engagement Timeline
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MessagesUserActivity
We’ll show you what we (the user) did here…
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
…and the messages we received here.

10. User Engagement Timeline
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MessagesUserActivity
We’ll show you what we (the user) did here…
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
…and the messages we received here.
Activities and message types are
color coded as shown in this key.

11. Now let’s look at Indeed and AngelList’s user
engagement.
First, Indeed…

12. The Indeed User Engagement Timeline
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MessagesUserActivity
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Created new account
Downloaded app
Completed resume
Applied to job on
desktop
Applied to job on
mobile
Saved 3 jobs on desktop
Saved 3 jobs on mobile

13. The Indeed User Engagement Timeline
Iterable, Inc. All Rights Reserved 13
MessagesUserActivity
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Created new account
Downloaded app
Completed resume
Applied to job on
desktop
Applied to job on
mobile
Saved 3 jobs on desktop
Saved 3 jobs on mobile
Only one welcome email was sent, one day after signup.
This email encouraged the user to complete a resume.
No additional messages were sent over the next two days.

14. The Indeed User Engagement Timeline
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MessagesUserActivity
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Created new account
Downloaded app
Completed resume
Applied to job on
desktop
Applied to job on
mobile
Saved 3 jobs on desktop
Saved 3 jobs on mobile
After the initial welcome email, we began
receiving a regular stream of job alert
blasts.

15. The Indeed User Engagement Timeline
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MessagesUserActivity
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Created new account
Downloaded app
Completed resume
Applied to job on
desktop
Applied to job on
mobile
Saved 3 jobs on desktop
Saved 3 jobs on mobile
We also started receiving push
notifications 3 days after
installing Indeed’s mobile app.
Messages were coordinated with
emails sent in the mornings and
pushes sent in the afternoons.

16. The Indeed User Engagement Timeline
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MessagesUserActivity
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Created new account
Downloaded app
Completed resume
Applied to job on
desktop
Applied to job on
mobile
Saved 3 jobs on desktop
Saved 3 jobs on mobile
After saving a few interesting job opportunities,
we received a triggered email:
“You recently saved these jobs. Ready to apply?”

17. The Indeed User Engagement Timeline
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MessagesUserActivity
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Created new account
Downloaded app
Completed resume
Applied to job on
desktop
Applied to job on
mobile
Saved 3 jobs on desktop
Saved 3 jobs on mobile
Each time we applied to a new position, we
received a transactional email of the application
submission for our records.

18. Now let’s look at AngelList’s user engagement…

19. The AngelList User Engagement Timeline
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MessagesUserActivity
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Created new account
Downloaded app
Completed resume
Applied to job on
desktop
Applied to job on
mobile
Saved 3 jobs on desktop
Saved 3 jobs on mobile

20. The AngelList User Engagement Timeline
Iterable, Inc. All Rights Reserved 20
MessagesUserActivity
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Created new account
Downloaded app
Completed resume
Applied to job on
desktop
Applied to job on
mobile
Saved 3 jobs on desktop
Saved 3 jobs on mobile
AngelList only sent two messages, both
triggered emails, in 15 days.
We did not receive any push notifications.

21. The AngelList User Engagement Timeline
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MessagesUserActivity
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Created new account
Downloaded app
Completed resume
Applied to job on
desktop
Applied to job on
mobile
Saved 3 jobs on desktop
Saved 3 jobs on mobile
The first message was a welcome email triggered on signup.
It offered “Jobs you may be interested in,” as well as “Things
to know,” such as customer support contact info and a link
to the mobile app.

22. The AngelList User Engagement Timeline
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MessagesUserActivity
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Created new account
Downloaded app
Completed resume
Applied to job on
desktop
Applied to job on
mobile
Saved 3 jobs on desktop
Saved 3 jobs on mobile
The second email was triggered by lack of activity. It said,
“We noticed you signed up for AngelList as a candidate, but
you haven’t reached out to any companies.”
With the subject line, “Get hired, faster,” it encouraged us to
browse jobs and reach out to companies.

23. The AngelList User Engagement Timeline
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MessagesUserActivity
10 11 12 13 14 151 2 3 4 5 6 7 8 90
Days from
start:
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
Push Notification
Created new account
Downloaded app
Completed resume
Applied to job on
desktop
Applied to job on
mobile
Saved 3 jobs on desktop
Saved 3 jobs on mobile
Surprisingly, AngelList did not react to an increased level of
user activity.
Unlike Indeed, however, “applied” here means we only
expressed interest in a company. Mutual interest may be
required before a message is triggered.

24. Frequency Takeaways
Indeed and AngelList varied widely in messaging frequency.
• Indeed: 15 emails, 5 push notifications
• AngelList: 2 emails, 0 push notifications
Clearly, Indeed is sending significantly more messages than AngelList.
This was surprising as one might expect a company focused on startups
to have more frequent and agile user engagement.
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25. Now let’s look at the message content…

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These are three standard Indeed messages.
You’ll notice….

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Simple layout and design

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Strong call-to-action buttons

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Consistent, yet general, subject lines

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The relevancy of Indeed’s recommended jobs varies
between and within each message.
While most listings are related to our search of San
Francisco content marketing jobs, these “Associate
Beekeeper” and “Sr. Visual Designer” positions
demonstrate that this dynamic content could use
improvement.

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These are the only two AngelList messages that were sent.
You’ll notice….

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Simple layout and design

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Strong call-to-action buttons

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Different names for the two senders

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This tactic could be more effective if the signoff
reflected the appropriate sender, in this case,
venture hacker Dave Zohrob.

36. Content Takeaways
As job sites, Indeed and AngelList both prioritize content over style.
• Both featured available positions with simple layout and design.
• Indeed’s messaging is consistent with similarly structured subject
lines, but its dynamic content could be more relevant to users.
• AngelList’s emails had more variance, but the company could
improve by coordinating senders and signoffs.
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37. Recommendations
Both Indeed and AngelList could develop more sophisticated
campaigns, engaging users through the full lifecycle.
• Onboarding: Familiarize new users with a multi-touch welcome email series that
offers career advice and introduces relevant opportunities.
• Activity: After introducing users to the mobile app in the welcome series, deploy
personalized push notifications to encourage regular usage.
• Cross-channel: Coordinate messaging across channels to increase engagement,
especially for users that have shown enough interest to install the app.
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38. If you liked this teardown…
You’ll enjoy the others! View them and sign up for notifications of future
teardowns: iterable.com/teardown
Join the discussion on Twitter @Iterable, using #UEteardown
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