UserEngagementTeardown

Winter2016

#UEteardownDownload:iterable.com/teardown

2©2015Iterable,Inc.Allrightsreserved

Makesuretowatchfullscreen!Pressthisbutton

Whatisa“UserEngagementTeardown”?

• Analyzeacompany’suserengagementover3weekspost-signup

• Constructiveevaluationandfeedback

• AlltypesofB2Ccompanies:e-commerce,marketplaces,media,etc.

©2015Iterable,Inc.Allrightsreserved 3

4©2015Iterable,Inc.Allrightsreserved

• “Thelargestcommunitymarketplaceforfashion.”

• Enablesuserstobuyandsellclothing

• $40.5Minfunding,700k+sellersandmillionsofusers

HowisPoshmark engagingshoppers?

WhatWeDid

©2015Iterable,Inc.Allrightsreserved 5

• CreatedanaccountanddownloadedthePoshmark mobileapp

• Followedacoupleofbrands

• Showedintenttopurchaseitemsonweb/app,butdidn’tcheckout

• Analyzedallmessageswereceivedover3+weeks

AQuickWordon

©2015Iterable,Inc.Allrightsreserved 6

• Iterableisaconsumergrowth-marketingplatform

• CheckoutourcasestudiesonDot&BoandRocksbox,twocustomersusingIterable forcustomerengagement:iterable.com/ecommerce

• AnyrecommendationswemakecanbeimplementedwithIterable.Youcanseeourotherteardownsat:iterable.com/teardown

7©2015Iterable,Inc.Allrightsreserved

Ontothe“UserEngagementTimeline”…

8©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

UserEngagementTimelineThe

9©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

We’llshowyouwhatwe(theuserorshopper)didhere…

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

UserEngagementTimelineThe

10©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

We’llshowyouwhatwe(theuserorshopper)didhere…

…andtheengagementfromPoshmark here.

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

UserEngagementTimelineThe

11©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

We’llshowyouwhatwe(theuserorshopper)didhere…

…andtheengagementfromPoshmark here.

Activitiesandmessagetypesarecolorcodedasshown inthiskey

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

UserEngagementTimelineThe

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

12©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

Welcome

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Onthefirstday,wesignedupforPoshmark onthewebsite,followed1brand

(Nike)andsetsomepreferences.

SignedUp

FollowedNike

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

13©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

Welcome

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

WepromptlyreceivedaWelcomeemailmessage.

SignedUp

FollowedNike

14©2015Iterable,Inc.Allrightsreserved

Fastforwardtoday21…

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

15©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

W

Welcome

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

2

ClosetClear-out

SignedUp

FollowedNike

Installedand

launchedapp

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

16©2015Iterable,Inc.Allrightsreserved

Let’spointoutafewthings…

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

17©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

W

Welcome

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

2

Poshmark hadasolidwelcomeseries,consistingof3emailsoverthefirst3days…

ClosetClear-out

SignedUp

FollowedNike

Installedand

launchedapp

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

18©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

W

Welcome

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

2

Poshmark hadasolidwelcomeseries,consistingof3emailsoverthefirst3days…

...afollow-upemail(repeatofemail3)onday6…

ClosetClear-out

SignedUp

FollowedNike

Installedand

launchedapp

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

19©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

W

Welcome

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

2

Poshmark hadasolidwelcomeseries,consistingof3emailsoverthefirst3days…

...afollow-upemail(repeatofemail3)onday6…

…andapushnotification(similartoemail3)alsoonday6(sinceweinstalledthemobileappthatday).

ClosetClear-out

SignedUp

FollowedNike

Installedand

launchedapp

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

20©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

W

Welcome

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

2

We’lllookattheactualwelcomeseriesmessagesinmoredetailinthenextsection.

ClosetClear-out

SignedUp

FollowedNike

Installedand

launchedapp

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

21©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

W

Welcome

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

2

Almostalladditionalemailswereregularpromotionalblasts.

Theyhadonegeneraltheme(e.g.,boots,Burberry)andshowedseveralproductsofthatcategory/brand.

ClosetClear-out

SignedUp

FollowedNike

Installedand

launchedapp

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

22©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

W

Welcome

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

These2emailsweredifferentanddidnotfeaturespecificproducts.

SignedUp

FollowedNike

Installedand

launchedapp

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

23©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

W

Welcome

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

These2emailsweredifferentanddidnotfeaturespecificproducts.

Thefirsttalkedabout“KateF”aPoshmark userwhohasbeensuccessfulandencouragingustolookather“closet.”

SignedUp

FollowedNike

Installedand

launchedapp

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

24©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

W

Welcome

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

These2emailsweredifferentanddidnotfeaturespecificproducts.

Thefirsttalkedabout“KateF”aPoshmark userwhohasbeensuccessfulandencouragingustolookather“closet.”

Thesecondencouragedustodropthepricesonanyitemsweweresellingandalsotoshopforbargains.

SignedUp

FollowedNike

Installedand

launchedapp

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

25©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

W

Welcome

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

CommunityseemstobeabigpartofthePoshmarkexperienceandwefeeltherecouldhavebeenmoremessages(liketheoneaboutKateF)highlightingthat.

Perhapsevenaspartofaslightlylongerwelcomeseries.

SignedUp

FollowedNike

Installedand

launchedapp

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

26©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Theseothertwoemailswerecustomizedblasts.

OnewasaboutNikeproductsandtheotherwasaboutColeHaan products.Thosearethetwobrands

wefollowed.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

27©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

We’renotsurewhythesetwoemailswereonlysentlateinthe21dayperiod.

Similartothecommunitymessage,perhapssendingthemearlier,oraspartofthewelcomeseriescouldbe

effective.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

28©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Nowlet’slookatpushnotifications…

Poshmarkissuperactivehereanddoesagreatjoboverall.Therearesomeinterestingthingsgoingontoo.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

29©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Itallstartedwhenweinstalledandlaunchedtheapp…

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

30©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Wegotthe initialnotification,whichweconsideredpartofthewelcomeseries.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

31©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Andwethengot90morenotifications inthenext16days!

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

32©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Therewere3typesofpushnotifications…

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

33©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Firstarethosewemarkedwithan“S”sincetheirintentseemstogetyoutolaunchtheappandShop.

Therewere26ofthese,orabout29%ofthetotal.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

34©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Secondarethosewemarkedwithan“R”sincetheywereabitmoreRandom.Theintentseemedtobetojustengagetheuserwithfunny/pop cultureremarks.

Therewere27ofthese,orabout30%ofthetotal.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

35©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Third,therewerepushnotificationsnotifyingusofnewfollowers.

Forsomereason,thesestartedonday17,twodaysafterwedidsomebrowsingintheapp(althoughwedidn’tchangeanysettings).Itmaybeunrelated.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

36©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Third,therewerepushnotificationsnotifyingusofnewfollowers.

Forsomereason,thesestartedonday17,twodaysafterwedidsomebrowsingintheapp(althoughwedidn’tchangeanysettings).Itmaybeunrelated.

Inthenextfewdayswegotabunchofthesenotifications,including22onday18!

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

37©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Interestingly,thefollowernotificationsdieddowninthefollowingdays,againwithoutuschanginganysettings.

Asfarasweknowthisallmighthavebeenabitofafluke.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

38©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Sotosummarizethepushnotificationaction:

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

39©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Sotosummarizethepushnotificationaction:

Wegotroughlythesamenumberof“S”hop and“R”andom pushnotifications,ataclipof3.3/day.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

40©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Sotosummarizethepushnotificationaction:

Wegotroughlythesamenumberof“S”hop and“R”andom pushnotifications,ataclipof3.3/day.

Wealsogotaflurryoffollowernotificationsthatquicklydieddown.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

41©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Sotosummarizethepushnotificationaction:

Wegotroughlythesamenumberof“S”hop and“R”andom pushnotifications,ataclipof3.3/day.

Wealsogotaflurryoffollowernotificationsthatquicklydieddown.

Intotalwegot90notificationsin16days,or5.6/day.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

42©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Unfortunately,itdoesn’t seemthatdailyblastemailswerecoordinatedwithpushnotifications.Wefeelthisisamissedopportunity.

Coordinatingeffortssothatpushes reinforceemailmessagesmightbeagoodmove.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

43©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Finally,wedid2quickshoppingcartabandonmentexperiments.

Onday15weabandoned2itemsviathedesktopbrowser.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

44©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Finally,wedid2quickshoppingcartabandonmentexperiments.

Onday15weabandoned2itemsviathedesktopbrowser.

Onday16weabandoned2itemsviathemobileapp.

Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

45©2015Iterable,Inc.Allrightsreserved

Messages

User

Activity

SignedUp

FollowedNike

W

Welcome

Installedand

launchedapp

Shipping

Blast

Triggered

Transactional

MessageType

PushnotificationDesktopbrowser

ActivityType

Mobileapp

SMS

W

UserEngagementTimelineThe

Welcome

WFirstorder

W

Boots

Makeup Coach Tiffany Firstorder

W

NorthFace

S

S

S

R

R

R

Sweaters

R

R

S

Concierge

R

S

Turkey

S

R

S

Varsity

R

R

R

Boots

R

S

Auth

S

R

S

MAC

R

R

KateF

S

R

R

Uggs

S

R

R

Burberry

S

S

R

Fall

Browsed

FollowedColeHaan

Aband’nd2items

Browsed

Aband’nd2items

Celine

CNike

S

S

R

R

R

7

Balmain

S

S

S

R

R

22

Boots

CColeHaan

R

R

R

5

St.Laurent

S

S

S

S

R

S

S

S

Lululemon

ClosetClear-out

2

Unfortunately,itdoesn’t looklikePoshmark didanycartabandonmentfollow-up,eitherviaemailorpush.

TimelineTakeaways

©2015Iterable,Inc.Allrightsreserved 46

• Poshmarkhasagreatwelcomeseries.Havinganinitialwelcomepushnotificationwasalsoagoodtouch.

o Suggestion:alsosendanadditionalemailortwothatsurfacecommunityandfollowedbrands.

• Wegotlotsofpushnotifications.

o Suggestion:Perhapslinkingtothepreferencecenterearlyonwouldbeusefulincaseauserwantstothrottle.

47©2015Iterable,Inc.Allrightsreserved

Nowlet’slookatsomespecificmessages…

48©2015Iterable,Inc.Allrightsreserved

Thesewerethe3emailswegotaspartoftheWelcomeSeries.

49©2015Iterable,Inc.Allrightsreserved

Thesewerethe3emailswegotaspartoftheWelcomeSeries.

Wethought itwasinterestingthatthefirsttwowereplaintext.

50©2015Iterable,Inc.Allrightsreserved

Thesewerethe3emailswegotaspartoftheWelcomeSeries.

Wethought itwasinterestingthatthefirsttwowereplaintext.

Thethird(firstorderoffer)andallsubsequent emailsweremorevisual.

51©2015Iterable,Inc.Allrightsreserved

TheseareexamplesofthepushnotificationswereceivedfromPoshmark.

52©2015Iterable,Inc.Allrightsreserved

TheseareexamplesofthepushnotificationswereceivedfromPoshmark.

Somearenudgingausertolaunchtheappandshop.

53©2015Iterable,Inc.Allrightsreserved

TheseareexamplesofthepushnotificationswereceivedfromPoshmark.

Somearenudgingausertolaunchtheappandshop.

Othersaremeantjustasgeneralengagement.

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Finally,insidethemobileappPoshmark hasaveryextensivemessagepreferencescenter.

55©2015Iterable,Inc.Allrightsreserved

Finally,insidethemobileappPoshmark hasaveryextensivemessagepreferencescenter.

Therearelotsofoptions forbothpushnotificationsandemail.

Wewerealittleconfusedaswesuddenly gotatonofFollownotificationswithoutchanginganything,whilewenevergotanyFollowemails(andasyoucansee,allwere

turnedonbydefault).

56©2015Iterable,Inc.Allrightsreserved

Finally,insidethemobileappPoshmark hasaveryextensivemessagepreferencescenter.

Therearelotsofoptions forbothpushnotificationsandemail.

Wewerealittleconfusedaswesuddenly gotatonofFollownotificationswithoutchanginganything,whilewenevergotanyFollowemails(andasyoucansee,allwere

turnedonbydefault).

Itmightbeagoodideatodirectusersearlytothepreferencescentersotheycanfeelmoreinchargeof

whatmessagestheyreceive.

MessageTakeaways

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• Emailcontentwassimpletextanddynamicproductimages

o Suggestion:Encourageusertoengagewithsomevisualappeal

o Suggestion:Organizetheproductimagesintocategories.Givetheuserareasontokeepscrollingdowntothebottomiftheydon’tclickthroughonthefirstimage.

• Usedourname,butthecontentdidn’tseempersonalizedtoouractionsorwhichbrandswefollowed.

o Suggestion:Takecustomcontenttothenextlevelbysharingcontentyouknowtheuserwilllikebasedonpreviousengagements.

OverallTakeaways

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• Steadyengagementwithdailyblastemails

o Suggestion:Personalizecontentforeachuserbasedonwebsiteinteractions(whichproductstheyhaveviewed)andtheinformationusersshareexplicitly(followingparticularbrands).

• “Standard”shoppingcartabandonmentmaynotapply(sinceproductsareone-off)

o Suggestion:Poshmark wouldbenefitfrommessages(emailand/orpush)toremindpeopleofpotentialpurchases.

• Greatuseofbothemailandpushnotifications

o Suggestion:Clearopportunityaroundmorecoordinationbetweenemailandpushefforts

59©2015Iterable,Inc.Allrightsreserved

Ifyoulikedthisteardown,you’llenjoytheothers:

Viewthemandsignupfornotificationsoffutureteardowns:iterable.com/teardown

RequestanIterabledemo:Iterable.com/demo

That’sit!

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