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User Engagement Teardown
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Iterable, Inc. All Rights Reserved 2
A Quick Word on Iterable
Iterable is the growth marketing and user engagement platform.
• 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
Iterable, Inc. All Rights Reserved 3
What is a “User Engagement Teardown?”
We analyze an user engagement over a defined period post-signup.
• We offer constructive evaluation and feedback.
• We cover all types of B2C businesses: e-commerce, marketplaces, media, politics, etc.
Iterable, Inc. All Rights Reserved 4
Background on Safeway and Instacart
Safeway and Instacart provide two leading grocery delivery services in the U.S.
• Safeway, founded in 1915, is an American supermarket chain with 1,300+ locations.
• Instacart, founded in 2012, serves 25 states in the U.S. and is currently valued at $3.4B.
Iterable, Inc. All Rights Reserved 5
What We Did
Signed up and received messages over 3 weeks between May — June 2017
We escalated activity over time:• Completed user profiles• Downloaded mobile apps• Abandoned shopping carts at checkout• Completed a purchase with each delivery service • Reviewed orders after received deliveries
Iterable, Inc. All Rights Reserved 6
User Engagement Timeline
Iterable, Inc. All Rights Reserved 8
Mes
sage
sU
ser A
ctiv
ity
We’ll show you what we (the user) did here…
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User Engagement Timeline
Iterable, Inc. All Rights Reserved 9
Mes
sage
sU
ser A
ctiv
ity
We’ll show you what we (the user) did here…
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
…and the messages we received here.
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User Engagement Timeline
Iterable, Inc. All Rights Reserved 10
Mes
sage
sU
ser A
ctiv
ity
We’ll show you what we (the user) did here…
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
…and the messages we received here.Activities and message types are color coded as shown in this key.
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
The Safeway User Engagement Timeline
Iterable, Inc. All Rights Reserved 12
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
The Safeway User Engagement Timeline
Iterable, Inc. All Rights Reserved 13
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
After creating a new account, we received a welcome email with
featured coupons and offers.
The Safeway User Engagement Timeline
Iterable, Inc. All Rights Reserved 14
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
We completed tasks on desktop and mobile, but they did not trigger any messages.
The Safeway User Engagement Timeline
Iterable, Inc. All Rights Reserved 15
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
Safeway sent a stream of email blasts with offers, as well as an encouragement to download the
mobile app, which we had already done.
The Safeway User Engagement Timeline
Iterable, Inc. All Rights Reserved 16
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
None of these messages responded to our recent cart abandonment.
The Safeway User Engagement Timeline
Iterable, Inc. All Rights Reserved 17
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
We then received a cart recovery email 3 days after the second time we abandoned
the cart, 5 days after our first attempt.
The Safeway User Engagement Timeline
Iterable, Inc. All Rights Reserved 18
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
After we completed our purchase, Safeway sent an order confirmation email. The day after, we
received a delivery notification email.
The Safeway User Engagement Timeline
Iterable, Inc. All Rights Reserved 19
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
Two days after we placed the order, Safeway sent a triggered email that encouraged us to
write a review, as well as a regular blast.
The Safeway User Engagement Timeline
Iterable, Inc. All Rights Reserved 20
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
However, Safeway did not respond after we wrote a review, but sent two
promotional blasts instead.
The Instacart User Engagement Timeline
Iterable, Inc. All Rights Reserved 22
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
The Instacart User Engagement Timeline
Iterable, Inc. All Rights Reserved 23
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
After we created a new account, we received a welcome email that offered 7-day free delivery
and encouraged us to download the mobile app.
The Instacart User Engagement Timeline
Iterable, Inc. All Rights Reserved 24
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
However, we did not receive any messages triggered by our mobile actions. Instead, Instacart sent a stream of blasts to
count down to the end of the free promotion.
All of these emails went to the spam folder.
The Instacart User Engagement Timeline
Iterable, Inc. All Rights Reserved 25
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
Instacart also did not react to our cart abandonment. They extended the free delivery offer and sent another
stream of reminder emails that went to spam.
The Instacart User Engagement Timeline
Iterable, Inc. All Rights Reserved 26
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
After we completed our purchase, Instacart sent a total of 3 emails: 2 order
confirmations and 1 blast email.
The Instacart User Engagement Timeline
Iterable, Inc. All Rights Reserved 27
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
Instacart also sent 4 mobile messages during delivery: 1 push notification with estimated
delivery time, and 3 SMS regarding purchase, shipping and delivery, respectively.
The Instacart User Engagement Timeline
Iterable, Inc. All Rights Reserved 28
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
The next day, we received another triggered email asking us to review our order, as well
as a blast about referral.
The Instacart User Engagement Timeline
Iterable, Inc. All Rights Reserved 29
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
We received a thank you note the day after writing our review.
The Instacart User Engagement Timeline
Iterable, Inc. All Rights Reserved 30
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS/Push
Creatednewaccount
Downloadedapp
SignedupforSMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Completedpurchase
Mobilecheck-in
Abandonedcart
Abandonedcartagain
Wrotereview
Completeduserprofile
One week after ordering, Instacart sent a restocking email, featuring items we
purchased, but it went to spam again.
Frequency Takeaways
During the 3 weeks, Safeway and Instacart differed in the frequency of messages per channel.
• Safeway: 12 emails• Instacart: 19 emails, 1 push notification, 3 SMS
Iterable, Inc. All Rights Reserved 31
Differing Priorities
Instacart tried to engage with users more often by sending more blasts, although deliverability appeared to be an issue.
Safeway relied on single-channel email messaging and did not send any mobile messages.
Iterable, Inc. All Rights Reserved 32
Iterable, Inc. All Rights Reserved 34
These are three standard Safeway messages (as depicted in Outlook).
You’ll notice…
Iterable, Inc. All Rights Reserved 38
Cramped text that seems to suggest issues related to the email client and design
responsiveness.
Iterable, Inc. All Rights Reserved 39
These are three standard Instacart emails (as depicted on Outlook).
You’ll notice…
Content Takeaways
Each company’s content reflects its approach to delivery promotion.
Safeway Delivery:
• Highlights numerous offers and coupons• Encourages desktop purchases
Instacart:
• Prioritizes mobile interactions
• Offers are often limited in a time-sensitive promotion
Iterable, Inc. All Rights Reserved 44
Recommendations
Both companies could improve their triggered content by sending timely, personalized messages that react to user actions.
Instacart could improve their email deliverability to reach more customers and increase user engagement.
Safeway could enhance their mobile engagement by coordinating messaging across email, push and SMS to increase app usage.
Iterable, Inc. All Rights Reserved 45
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