user engagement teardown: wanelo coordinates growth marketing campaigns across channels
TRANSCRIPT
UserEngagementTeardown
#UEteardownDownload:iterable.com/teardown Spring2016
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
• “Amallonyourphone,curatedbypeople.”
• Enablesuserstosearch,followandshopfromover350,000stores
• $14Minfundingandmillionsofusers
HowisWaneloengagingshoppers?
WhatWeDid
©2015Iterable,Inc.Allrightsreserved 5
• CreatedanaccountanddownloadedtheWanelomobileapp
• Saved20itemsonmobile
• Addeditemstoourcartonwebandmobile,butdidnotcheckout
• Clickedonacoupleofemailsandopenedpushnotifications
• 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
UserEngagementTimelineThe
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
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
UserEngagementTimelineThe
We’llshowyouwhatwe(theuserorshopper)didhere…
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
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
UserEngagementTimelineThe
We’llshowyouwhatwe(theuserorshopper)didhere…
…andthemessageswereceivedfromWanelohere
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
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
UserEngagementTimelineThe
We’llshowyouwhatwe(theuserorshopper)didhere…
…andthemessageswereceivedfromWanelohere
Activitiesandmessagetypesarecolorcodedasshown inthiskey
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
12©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
UserEngagementTimelineThe
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
Onthefirstday,wesignedupforWaneloonthewebsite.
Afterbeingstronglyencouragedtodownload theapp,weinstalledit.
R
W
Areyouabeanie
Fall.Outfit.Goals.
Rec. foryou
Welcome
WWelcomefrom CEO
LinktoWaneloapp.
Installedandloggedintoapp
Saved20items
SignedUp
W
W
13©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
UserEngagementTimelineThe
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
R
W
Areyouabeanie
Fall.Outfit.Goals.
Rec. foryou
Welcome
WWelcomefrom CEO
LinktoWaneloapp.
Herearethemessageswereceivedthatday.
Installedandloggedintoapp
Saved20items
SignedUp
W
W
14©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
UserEngagementTimelineThe
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
Herearethemessageswereceivedthatday.
FromthebeginningyoucanseethatWanelotakesmulti-channelseriously.
Theysentawelcomeemail,anSMS,anin-appmessageandmultiplepushnotifications.
R
W
Areyouabeanie
Fall.Outfit.Goals.
Rec. foryou
Welcome
WWelcomefrom CEO
LinktoWaneloapp.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
15©2015Iterable,Inc.Allrightsreserved
Fastforwardtoday21…
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
Installedandloggedintoapp
Saved20items
R R R R R R R R R R R R RRRRRR R
16©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
SignedUp
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
Openedapp
Openedapp
Openedapp
Openedapp
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
W
17©2015Iterable,Inc.Allrightsreserved
Let’spointoutafewthings…
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
18©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
Aftersigninguponthethewebsite,Wanelohadusenterourphonenumber.
TheythensentanSMSwithalinktodownload theapp.
Aswe’llsee,Waneloreallyemphasizesmobile.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
19©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Afterdownloadingtheapp,wesignedinandwereimmediatelyaskedto“save”items.
Waneloaskedforpermissiontoaccessmycontactsbutwesaid“Nothanks”.
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
20©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
Afterdownloadingtheapp,wereceivedawelcomemessageviaemail…
…andawelcomemessagefromtheCEOintheapp’smessagecenter.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
21©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
Wealsostartedreceivingblastcampaignsrightaway,viabothemailandpush.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
22©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
We’vemarkedall“RecommendedforYou”messageswereceivedwithan“R”.
Allemailswereceived(about1perday)wereofthistype.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
23©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
We’vemarkedall“RecommendedforYou”messageswereceivedwithan“R”.
Allemailswereceived(about1perday)wereofthistype.
Over1/3ofthepushnotificationswereofthistype
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
24©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
Allthe“RecommendedforYou”pushnotificationsaredeep-linkedtoproductpages
intheapp,creatingaseamlessuserexperience.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
25©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
“SALEAlert!”pushnotifications(markedwithan“S”)weresentwhenanitemwesavedwent
onsale.
About 1/4ofpushnotificationsweresalealerts.
Thesewerealsodeep-linkedandmadepurchasingproductsveryeasy.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
26©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Theremainingpushnotificationsweremainlyoftwotypes:
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
27©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Theremainingpushnotificationsweremainlyoftwotypes:
1)Promotional- Forexample,alinkto“bestsellingdresses”
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
28©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Theremainingpushnotificationsweremainlyoftwotypes:
1)Promotional - Forexample,alinkto“bestsellingdresses”
2)Unrelatedtoshopping- Forexample:“NapQueen”(moreaboutthese inthenextsection)
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
29©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
HowdoesWanelodealwithabandonedcartsonthewebsiteversusmobileapp?
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
30©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
First,wehitthe‘Buy’button onaproductinthemobileappbutdidnotcheckout.
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
31©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
First,wehitthe‘Buy’button onaproductinthemobileappbutdidnotcheckout.
1hourlaterwereceivedapushnotificationremindingusaboutourcart.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
32©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
Werepeatedthestepsonthewebsiteondesktop.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
33©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
Wehitthe‘Buy’button onaproductonthewebsiteondesktop.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
34©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
Wehitthe‘Buy’button onaproductonthewebsiteondesktop.
1hourlater,wegotapushnotificationremindingustocheckout,butnoemail.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
35©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
Waneloonlysent1reminderpushforeachabandoned cart.
Consideringtheoverallmessagevolumeanddifferencesacrossmessaging
channels,couldtheyhavedonemore?
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
36©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
Also,thereweredefinitelyalotofmessagessentduringthistimeperiod.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
37©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Wereceived80messages:21emailsand59pushnotifications.
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
38©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Wereceived80messages:21emailsand59pushnotifications.
Thatis3.63averagemessages/day.And3xasmanypushnotificationsasemails.
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
39©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
Wereceived80messages:21emailsand59pushnotifications.
Thatis3.63averagemessages/day.And3xasmanypushnotificationsasemails.
Thisisclearlyamobile-firstservice.Andtheymightberunningtheriskofoverloadingusers.
However,it’sreasonabletoassumetheyknowtheirdemographicandthisworksforthem.
Rec. foryou
Daysfrom start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
UserEngagementTimelineThe
R R R R R R R R R R R R RRRRRR R
40©2015Iterable,Inc.Allrightsreserved
Messages
User
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Areyouabeanie
SALEAlert!
Bestlongsleeve
Sorry,I’vegot
SALEAlert!
SALEAlert!
Fall.Outfit.Goals.
Mayyourcoffee
Rec. foryou
SALEAlert!
SALEAlert!
I’veputmore
Rec. foryou
Rec. foryou
Rec. foryou
SALEAlert!
Rec. foryou
Welcome Rec. foryou
Rec. foryou
Rec. foryou
YOU+THESEJEANS
Jacketsale
SALEAlert!
Rec. foryou
SALEAlert
Rec. foryou
SALEAlert!
Rec. foryou
FINALLYSWEATER
CartReminder
SALEAlert!
Icouldgiveup
Thishoodie
SALEAlert!
Rec. foryou
Rec foryou
BestSellingDresses
I’mCoolOnce
R C S S R S R R R R RWDon’thave Rec. for
youRec. foryou
Witchbetterhave
CartReminder
SALEAlert!
Youhadmeat
SALEAlert!
Ohhey-softest
Rec. foryou
SALEAlert!
SassGameSTRONG
Rec. foryou
It’satopknot
Rec. foryou
Everyone’spostingFB
Rec. foryou
Rec. foryou
Rec. foryou
Welcomefrom CEO
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
Rec. foryou
LinktoWaneloapp.
Blast
Triggered
Transactional
MessageType
PushnotificationDesktopbrowser
ActivityType
Mobileapp
SMS
It’sworthnotingWanelohasamessagepreferencescenterintheapp.However,we
wereneverdirectedto it.
Moreonthisinthenextsection.
W
W
Installedandloggedintoapp
Saved20items
SignedUp
Hit‘Buy’onanitem,abandonedpurchase
Hit‘Buy’onanitem,abandonedpurchase
Openedapp
Openedapp
Openedapp
Openedapp
TimelineTakeaways
©2015Iterable,Inc.Allrightsreserved 41
• Waneloisdoingagreatjobatengagingacrosschannels
• Clearlyfocusedonmobileengagement
• Wefelttheircartabandonmentcouldbenefitfromadditionalnotificationsand/oremails.Asinglepushiseasilymissed
• Aslightlymorerobustwelcomeseries(email+push)couldalsobegood,insteadofimmersingusersinthemessagingflowimmediately
42©2015Iterable,Inc.Allrightsreserved
Nowlet’slookatsomespecificmessages…
43©2015Iterable,Inc.Allrightsreserved
Aftersignup,Waneloasksfortheuser’sphonenumberandsendsanSMStodrive
appdownloads.
Greatstrategytoincreaseconversion.
44©2015Iterable,Inc.Allrightsreserved
Wanelo’s welcomeemailgavegreatinstructionsonhowtostartshopping
withtheapp.
Oneormorefollow-ups,oracomplimentarypushnotification,might
havebeennicethough.
45©2015Iterable,Inc.Allrightsreserved
Wanelo’s “Recommendedforyou”emailscontaindynamiccontentbasedontheitems
ausersaved.
Greatpersonalization.
46©2015Iterable,Inc.Allrightsreserved
Theseareexamplesofthe3typesofpushnotifications:
• “Recommendedforyou”suggestedproductssimilartotheoneswesaved
• “SALEAlerts”forwhensavedproductswentonsale
• Blastspromotingcategoriesorjusttryingtobeengaging
47©2015Iterable,Inc.Allrightsreserved
Theblastswereprettyvariedandtriedtobe“cool”orculturallyrelevant.
Waneloclearlyknowsandtargetstheircoredemographic.
48©2015Iterable,Inc.Allrightsreserved
Allpushnotificationsincludeddeep-linkstotheactualproductpages.
Thiswaswelldoneandreducespurchasingfriction.
49©2015Iterable,Inc.Allrightsreserved
Wanelo’s apphasaverycomprehensivepreferencescenterforpushnotifications.Thisisgreat.
Itcouldbeagoodtouchtomakepeopleawareofitearlyonandgivethemtheopportunity totweakthenumber
ofmessagestheyreceive.
MessageTakeaways
©2015Iterable,Inc.Allrightsreserved 50
• Greatdesigninemails
• Itappearstheyhaveawell-structuredplanaroundtypes/contentofpushnotifications
• Goodpersonalization– emailsandpushnotificationstiebacktosaveditemsandthendeep-linktoproducts
• Snappycopyandemojis appealtoyoungfemaleshoppers
• Pointingpeopletopreferencecenterearlycouldempoweruserstocontrolmessageflowandpotentiallyreduceunsubscribes/uninstalls
OverallTakeaways
©2015Iterable,Inc.Allrightsreserved 51
• Wanelo seemstobedoingagreatoveralljob
• Weseeroomforimprovementinthreeareas:o Welcomeseries– couldbeabitmoreengaging
o Cartabandonment– couldbemoreeffectiveinbringingyouback
o Messagevolume– runstheriskofturningusersoffwithoutexposingcontrols
52©2015Iterable,Inc.Allrightsreserved
Ifyoulikedthisteardown,you’llenjoytheothers:
Viewthemandsignupfornotificationsoffutureteardowns:iterable.com/teardown
RequestanIterabledemo:Iterable.com/demo
That’sit!
©2015Iterable,Inc.Allrightsreserved 53
• ThankyouforreadingthisUserEngagementTeardown!
• Jointhediscussion!Use#UETeardown
• Downloadtheseandpastteardownslides:Iterable.com/teardown
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