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User	
  Engagement	
  Teardown
September,	
   2015
#UEteardown
Download:	
  iterable.com/teardown
2©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Make	
  sure	
  to	
  watch	
  full	
  screen!
Press	
  this	
  button
What	
  is	
  a	
  “User	
  Engagement	
  Teardown”?
• Analyze	
  a	
  company’s	
  (or	
  campaign’s)	
  user	
  engagement	
  over	
  3	
  weeks	
  
post-­‐signup
• Constructive	
  evaluation	
  and	
  feedback
• All	
  types	
  of	
  B2C	
  companies:	
  e-­‐commerce,	
  subscription,	
  media,	
  etc.
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved 3
4©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
• Hillary	
  Clinton	
  is	
  the	
  leading	
  Democrat,	
  Donald	
  Trump	
  is	
  the	
  leading	
  
Republican	
  (as	
  of	
  early	
  Oct.	
  2015)	
  for	
  the	
  US	
  presidency
• While	
  there’s	
  over	
  1	
  year	
  left	
  to	
  the	
  election,	
  both	
  candidates	
  are	
  now	
  
in	
  full	
  campaign	
  mode
• Savvy	
  digital	
  consumer	
  marketing	
  has	
  become	
  a	
  big	
  part	
  of	
  political	
  
campaigns
How	
  are	
  Hillary	
  and	
  Trump	
  engaging	
  their	
  supporters?
What	
  We	
  Did
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved 5
• Signed	
  up	
  to	
  receive	
  emails	
  (neither	
  has	
  an	
  account	
  mechanism)
• Browsed	
  their	
  sites
• After	
  a	
  few	
  days,	
  made	
  a	
  $5	
  donation	
  to	
  both
• Clicked	
  on	
  a	
  couple	
  of	
  emails	
  that	
  had	
  certain	
  offers
• Analyzed	
  all	
  messages	
  we	
  received	
  over	
  3+	
  weeks
A	
  Quick	
  Word	
  on
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved 6
• Iterable	
  is	
  a	
  consumer	
  growth-­‐marketing	
  platform	
  
A	
  Quick	
  Word	
  on
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved 7
• Iterable	
  is	
  a	
  consumer	
  growth-­‐marketing	
  platform
• Check	
  out	
  our	
  case	
  study	
  on	
  IMGE,	
  a	
  customer	
  using	
  Iterable	
  for	
  high-­‐
performance	
  political	
  marketing:	
  iterable.com/political
A	
  Quick	
  Word	
  on
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved 8
• Iterable	
  is	
  a	
  consumer	
  growth-­‐marketing	
  platform
• Check	
  out	
  our	
  case	
  study	
  on	
  IMGE,	
  a	
  customer	
  using	
  Iterable	
  for	
  high-­‐
performance	
  political	
  marketing:	
  iterable.com/political
• Any	
  recommendations	
  we	
  make	
  can	
  be	
  implemented	
  with	
  Iterable.	
  
You	
  can	
  see	
  our	
  other	
  teardowns	
  at:	
  iterable.com/teardown
9©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
On	
  to	
  the	
  “User	
  Engagement	
  Timeline”…
10
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
User	
  
Activity
Messages
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
11
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
We’ll	
  show	
  you	
  what	
  we	
  (the	
  user	
  or	
  “campaign	
  supporter”)	
  did	
  here…
Hillary
Activity	
  Type
Trump
12
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
We’ll	
  show	
  you	
  what	
  we	
  (the	
  user	
  or	
  “campaign	
  supporter”)	
  did	
  here…
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
…	
  the	
  messages	
  we	
  received	
  from	
  Hillary	
  here…
Hillary
Activity	
  Type
Trump
13
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
…	
  and	
  the	
  messages	
  we	
  received	
  from	
  Trump	
  here
…	
  the	
  messages	
  we	
  received	
  from	
  Hillary	
  here…
We’ll	
  show	
  you	
  what	
  we	
  (the	
  user	
  or	
  “campaign	
  supporter”)	
  did	
  here…
Hillary
Activity	
  Type
Trump
14
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
…	
  and	
  the	
  messages	
  we	
  received	
  from	
  Trump	
  here
…	
  the	
  messages	
  we	
  received	
  from	
  Hillary	
  here…
We’ll	
  show	
  you	
  what	
  we	
  (the	
  user	
  or	
  “campaign	
  supporter”)	
  did	
  here…
Activities	
  and	
  message	
  types	
  are	
  
color	
  coded	
  as	
  shown	
  in	
  this	
  key
Hillary
Activity	
  Type
Trump
15
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
This	
  is	
  what	
  we	
  did	
  to	
  kick	
  things	
  off	
  (day	
  0)	
  in	
  a	
  desktop	
  browser.
Signup
Signup
16
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
This	
  is	
  what	
  we	
  did	
  to	
  kick	
  things	
  off	
  (day	
  0)	
  in	
  a	
  desktop	
  browser.
And	
  both	
  Hillary	
  and	
  Trump	
  sent	
  us	
  a	
  welcome	
  
email	
  message	
  (triggered)	
  right	
  away.
Welcome
Welcome	
  to	
  
Team	
  Trump
Signup
Signup
17©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
First,	
  let’s	
  look	
  at	
  Trump’s	
  user	
  engagement.
Fast	
  forward	
  to	
  day	
  21…
18
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Join	
  us	
  on	
  
campaign	
  trail
$5	
  
donation
Thank	
  you
Debate	
  week	
  
wrap-­‐up
Republi-­‐
can	
  
Debate
Welcome	
  to	
  
Team	
  Trump
19
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Join	
  us	
  on	
  
campaign	
  trail
$5	
  
donation
Thank	
  you
Debate	
  week	
  
wrap-­‐up
Republi-­‐
can	
  
Debate
Welcome	
  to	
  
Team	
  Trump
We	
  got	
  a	
  total	
  of	
  4	
  emails	
  from	
  Trump
20
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Join	
  us	
  on	
  
campaign	
  trail
$5	
  
donation
Thank	
  you
Debate	
  week	
  
wrap-­‐up
Republi-­‐
can	
  
Debate
Welcome	
  to	
  
Team	
  Trump
The	
  initial,	
  triggered	
  welcome	
  message
21
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Join	
  us	
  on	
  
campaign	
  trail
$5	
  
donation
Thank	
  you
Debate	
  week	
  
wrap-­‐up
Republi-­‐
can	
  
Debate
Welcome	
  to	
  
Team	
  Trump
Two	
  blast	
  messages	
  later	
  on	
  in	
  the	
  3	
  weeks
22
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Join	
  us	
  on	
  
campaign	
  trail
$5	
  
donation
Thank	
  you
Debate	
  week	
  
wrap-­‐up
Republi-­‐
can	
  
Debate
Welcome	
  to	
  
Team	
  Trump
And	
  a	
  transactional	
  “thank	
  you”	
  message	
  after	
  
our	
  $5	
  donation
23
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Join	
  us	
  on	
  
campaign	
  trail
$5	
  
donation
Thank	
  you
Debate	
  week	
  
wrap-­‐up
Republi-­‐
can	
  
Debate
Welcome	
  to	
  
Team	
  Trump
There	
  wasn’t	
  much	
  for	
  us	
  to	
  do.	
  
The	
  only	
  other	
  thing	
  to	
  note	
  is	
  that	
  3	
  of	
  the	
  4	
  messages	
  
came	
  from	
  “Donald	
  J.	
  Trump”	
  and	
  one	
  (the	
  
transactional	
  one)	
  came	
  from	
  “Donald	
  Trump”
24©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Now	
  let’s	
  look	
  at	
  Hillary’s	
  user	
  engagement…
Republi-­‐
can	
  
Debate
25
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  to	
  
Team	
  Trump
First,	
  let’s	
  move	
  the	
  Trump	
  messages	
  down	
  to	
  make	
  a	
  
bit	
  of	
  room…
Republi-­‐
can	
  
Debate
26
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  to	
  
Team	
  Trump
Ready?
Republi-­‐
can	
  
Debate
27
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
C
Clinton	
  
THX	
  Box
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
H
Apology
A
Thank	
  you
C
H	
  Feed
THX	
  Box	
  
last	
  chance
C
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
H
Vegas
C
Las	
  
Vegas	
  2
J
Republi-­‐
can	
  
Debate
28
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C H
Vegas
C
Las	
  
Vegas	
  2
J
Yes,	
  that’s	
  a	
  lot	
  of	
  email!	
  
24	
  emails	
  (in	
  21	
  days)	
  to	
  be	
  precise.
Republi-­‐
can	
  
Debate
29
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
3
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
Let’s	
  start	
  with	
  the	
  welcome	
  series.
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C H
Vegas
C
Las	
  
Vegas	
  2
Republi-­‐
can	
  
Debate
30
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
3
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
Let’s	
  start	
  with	
  the	
  welcome	
  series.
The	
  campaign	
  sent	
  3	
  emails:	
  the	
  1st was	
  a	
  pure	
  
welcome,	
  the	
  2nd was	
  a	
  call	
  to	
  donate	
  $1	
  and	
  the	
  3rd
was	
  a	
  list	
  of	
  things	
  a	
  supporter	
  can	
  do.
This	
  is	
  a	
  decent	
  start	
  to	
  get	
  people	
  warmed	
  up	
  and	
  
informed.C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C H
Vegas
C
Las	
  
Vegas	
  2
Republi-­‐
can	
  
Debate
31
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
3
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
After	
  the	
  welcome	
  series	
  there	
  is	
  a	
  lot	
  going	
  on.
We’ll	
  break	
  it	
  down	
  into	
  general	
  themes	
  first…C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C H
Vegas
C
Las	
  
Vegas	
  2
Republi-­‐
can	
  
Debate
32
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
First	
  is	
  something	
  called	
  the	
  “THX	
  Box”
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C H
Vegas
C
Las	
  
Vegas	
  2
J
Republi-­‐
can	
  
Debate
33
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
3
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
H
Vegas
C
Las	
  
Vegas	
  2
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
The	
  THX	
  Box	
  was	
  mentioned	
  in	
  this	
  blast	
  email	
  as	
  a	
  
“heartfelt	
  thank-­‐you	
  surprise	
  package”.	
  
You	
  had	
  to	
  sign	
  up	
  for	
  a	
  waiting	
  list.
Republi-­‐
can	
  
Debate
34
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
3
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
H
Vegas
C
Las	
  
Vegas	
  2
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
The	
  THX	
  Box	
  was	
  mentioned	
  in	
  this	
  blast	
  email	
  as	
  a	
  
“heartfelt	
  thank-­‐you	
  surprise	
  package”.	
  
You	
  had	
  to	
  sign	
  up	
  for	
  a	
  waiting	
  list.
We	
  waited	
  two	
  days,	
  then	
  clicked	
  on	
  the	
  email	
  and	
  
entered	
  our	
  email	
  for	
  the	
  waiting	
  list.
Republi-­‐
can	
  
Debate
35
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
3
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
H
Vegas
C
Las	
  
Vegas	
  2
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
The	
  THX	
  Box	
  was	
  mentioned	
  in	
  this	
  blast	
  email	
  as	
  a	
  
“heartfelt	
  thank-­‐you	
  surprise	
  package”.	
  
You	
  had	
  to	
  sign	
  up	
  for	
  a	
  waiting	
  list.
We	
  waited	
  two	
  days,	
  then	
  clicked	
  on	
  the	
  email	
  and	
  
entered	
  our	
  email	
  for	
  the	
  waiting	
  list.
We	
  then	
  got	
  a	
  series	
  of	
  triggered	
  messages	
  letting	
  
us	
  know	
  we	
  were	
  on	
  the	
  list,	
  that	
  we	
  needed	
  to	
  
donate	
  $30/month	
  to	
  get	
  the	
  box,	
  and	
  finally	
  a	
  
“last	
  chance”.
(We	
  didn’t	
  get	
  the	
  box)
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
Republi-­‐
can	
  
Debate
36
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
There	
  is	
  also	
  the	
  “H	
  Feed”,	
  an	
  email	
  with	
  a	
  social	
  
media-­‐like	
  feed	
  of	
  videos,	
  news,	
  etc.
H
Vegas
C
Las	
  
Vegas	
  2
J
Republi-­‐
can	
  
Debate
37
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
There	
  is	
  also	
  the	
  “H	
  Feed”,	
  an	
  email	
  with	
  a	
  social	
  
media-­‐like	
  feed	
  of	
  videos,	
  news,	
  etc.
We	
  got	
  two	
  of	
  those	
  in	
  the	
  teardown	
  period.
H
Vegas
C
Las	
  
Vegas	
  2
J
Republi-­‐
can	
  
Debate
38
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
Then	
  there	
  is	
  a	
  sweepstakes	
  to	
  win	
  a	
  trip	
  to	
  the	
  
Democratic	
  debate	
  in	
  Las	
  Vegas	
  in	
  October	
  and	
  
meet	
  Hillary.
H
Vegas
C
Las	
  
Vegas	
  2
J
Republi-­‐
can	
  
Debate
39
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  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
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  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
H
Vegas
C
Las	
  
Vegas	
  2
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
Then	
  there	
  is	
  a	
  sweepstakes	
  to	
  win	
  a	
  trip	
  to	
  the	
  
Democratic	
  debate	
  in	
  Las	
  Vegas	
  in	
  October	
  and	
  
meet	
  Hillary.
There	
  were	
  several	
  emails	
  encouraging	
  people	
  to	
  
sign	
  up	
  to	
  win.
J
Republi-­‐
can	
  
Debate
40
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
Then	
  there	
  is	
  a	
  sweepstakes	
  to	
  win	
  a	
  trip	
  to	
  the	
  
Democratic	
  debate	
  in	
  Las	
  Vegas	
  in	
  October	
  and	
  
meet	
  Hillary.
There	
  were	
  several	
  emails	
  encouraging	
  people	
  to	
  
sign	
  up	
  to	
  win.
We	
  clicked	
  on	
  the	
  3rd one	
  (sent	
  by	
  James	
  Carville!)	
  
and	
  entered	
  our	
  email.
H
Vegas
C
Las	
  
Vegas	
  2
J
Republi-­‐
can	
  
Debate
41
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
We	
  got	
  an	
  immediate	
  triggered	
  “Thanks”	
  email	
  
and	
  2	
  follow-­‐up	
  emails	
  5	
  days	
  later	
  (on	
  the	
  same	
  
day).
All	
  3	
  acknowledged	
  we	
  had	
  entered	
  and	
  were	
  
encouraging	
  us	
  to	
  donate	
  for	
  extra	
  chances	
  to	
  win.
H
Vegas
C
Las	
  
Vegas	
  2
J
Republi-­‐
can	
  
Debate
42
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C H
Vegas
C
Las	
  
Vegas	
  2
J
A	
  few	
  final	
  items	
  to	
  point	
  out…
Republi-­‐
can	
  
Debate
43
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
This	
  email	
  about	
  a	
  “Women	
  for	
  Hillary”	
  initiative	
  
made	
  us	
  think	
  that	
  there’s	
  an	
  opportunity	
   to	
  ask	
  
for	
  gender	
  at	
  signup	
  and	
  then	
  segment	
  and	
  send	
  
customized	
  content	
  to	
  supporters.	
  
Women	
  would	
  be	
  more	
  likely	
  to	
  respond	
  to	
  an	
  
initiative	
  like	
  this.	
  Men	
  might	
  be	
  more	
  responsive	
  
to	
  a	
  different	
  email.	
  
H
Vegas
C
Las	
  
Vegas	
  2
J
Republi-­‐
can	
  
Debate
44
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
On	
  day	
  7	
  we	
  got	
  an	
  email	
  from	
  Hillary	
  with	
  her	
  
apology	
  for	
  the	
  email	
  scandal	
  issues.
H
Vegas
C
Las	
  
Vegas	
  2
J
Republi-­‐
can	
  
Debate
45
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
J
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
On	
  day	
  15,	
  the	
  day	
  of	
  the	
  Republican	
  debate,	
  we	
  
got	
  3	
  separate	
  emails.	
  The	
  first	
  was	
  a	
  standard	
  
request	
  for	
  donations.	
  
But	
  the	
  2nd and	
  3rd were	
  specific	
  to	
  the	
  debate:	
  a	
  
“pre-­‐debate	
  primer”	
  and	
  a	
  tongue-­‐in-­‐cheek	
  
“official	
  response”	
  (see	
  next	
  section).
H
Vegas
C
Las	
  
Vegas	
  2
Republi-­‐
can	
  
Debate
46
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  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
J
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
CThere	
  were	
  also	
  a	
  couple	
  of	
  emails	
  dedicated	
  to	
  
Hillary	
  merchandise	
  and	
  encouraging	
  people	
  to	
  
buy.
H
Vegas
C
Las	
  
Vegas	
  2
Republi-­‐
can	
  
Debate
47
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
J
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C H
Vegas
C
Las	
  
Vegas	
  2
An	
  important	
  thing	
  to	
  note:
Republi-­‐
can	
  
Debate
48
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
J
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
An	
  important	
  thing	
  to	
  note:
After	
  our	
  donation,	
  no	
  subsequent	
   email	
  
acknowledged	
  it	
  or	
  had	
  customized	
  content	
  based	
  
on	
  our	
  status.
We	
  believe	
  this	
  is	
  a	
  big	
  missed	
  opportunity	
  to	
  
segment the	
  audience	
  and	
  drive	
  deeper	
  
engagement	
  and	
  drive	
  higher	
  donations.
H
Vegas
C
Las	
  
Vegas	
  2
Republi-­‐
can	
  
Debate
49
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
J
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C
FINALLY,	
  it’s	
  worth	
  noting	
  that	
  the	
  Hillary	
  
campaign	
  uses	
  many	
  different	
  ‘From:’	
  names	
  for	
  their	
  emails.	
  
H
Vegas
C
Las	
  
Vegas	
  2
Republi-­‐
can	
  
Debate
50
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
J
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C H
Vegas
C
Las	
  
Vegas	
  2
FINALLY,	
  it’s	
  worth	
  noting	
  that	
  the	
  Hillary	
  
campaign	
  uses	
  many	
  different	
  ‘From:’	
  names	
  for	
  their	
  emails.	
  
In	
  fact,	
  we	
  got	
  emails	
  from	
  NINE	
  different	
  names.	
  
Republi-­‐
can	
  
Debate
51
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
J
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C H
Vegas
C
Las	
  
Vegas	
  2
FINALLY,	
  it’s	
  worth	
  noting	
  that	
  the	
  Hillary	
  
campaign	
  uses	
  many	
  different	
  ‘From:’	
  names	
  for	
  their	
  emails.	
  
In	
  fact,	
  we	
  got	
  emails	
  from	
  NINE	
  different	
  names.	
  
They	
  are	
  denoted	
  in	
  the	
  teardown	
  by	
  the	
  letter	
  in	
  parentheses:
Hillary	
  Clinton	
  (H)
Hillary	
  for	
  America	
  (A)
Official	
  Clinton	
  Campaign	
  (C)
Official	
  Clinton	
  Campaign	
  Shop	
  (C)
John	
  Podesta,	
  Official	
  Clinton	
  Campaign	
  (C)
Katie	
  Dowd,	
  Official	
  Clinton	
  Campaign	
  (C)
Robby	
  Mook,	
  Official	
  Clinton	
  Campaign	
  (C)
Christina	
  Reynolds,	
  Official	
  Clinton	
  Campaign	
  (C)
James	
  Carville	
  (J)
All	
  have	
  the	
  same	
  return	
  email	
  address	
  (info@hillaryclinton.com)
Republi-­‐
can	
  
Debate
52
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Messages
Blast
Triggered
Transactional
Message	
  Type
Push	
  notification
User	
  
Activity
Days	
  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User	
  Engagement	
  TimelineThe &
Hillary
Activity	
  Type
Trump
Signup
Signup
Join	
  us	
  on	
  
campaign	
  
trail
$5	
  
donation
$5	
  
donation
Thank	
  
you
Debate	
  week	
  
wrap-­‐up
Welcome	
  
(and	
  
donate	
  $1)
H
Welcome	
  
(5	
  things	
  
to	
  do)
C
H
Women	
  
for	
  Hillary
C
Hillary	
  Shop
Clicked	
  
Thx	
  box	
  
email,	
  
entered	
  
email
H
Apology
A
Thank	
  you
C
H	
  Feed
H
Las	
  Vegas
H
Las	
  
Vegas	
  2
J
Trust	
  me	
  
(Vegas)
Clicked	
  
Vegas	
  
email,	
  
entered	
  
email
Thanks
A
C
Donate
C
Pre-­‐debate
C
Post	
  debate	
  
C
Donate
C
H	
  Feed
C
Swag	
  
sale
Welcome
A
Welcome	
  to	
  
Team	
  Trump
C
Clinton	
  
THX	
  Box
THX	
  Box	
  
list
A
THX	
  Box	
  
list
C
THX	
  Box	
  
last	
  chance
C H
Vegas
C
Las	
  
Vegas	
  2
Bonus	
  info:	
  After	
  the	
  teardown	
  was	
  over	
  (on	
  the	
  last	
  day	
  
of	
  September),	
  we	
  received	
  6	
  emails	
  from	
  the	
  Hillary	
  
campaign	
  in	
  a	
  single	
  day!	
  
3	
  of	
  them	
  from	
  Bill	
  Clinton.
The	
  Hillary	
  campaign	
  is	
  definitely	
  not	
  afraid	
  to	
  email	
  
people.
Timeline	
  Takeaways:	
  Trump
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved 53
• Trump	
  has	
  done	
  very	
  little	
  around	
  engagement.	
  There	
  is	
  lots	
  of	
  room	
  
for	
  improvement
• We	
  would	
  recommend:
o Welcome	
  series	
  with	
  info	
  on	
  platform,	
  schedule,	
  how	
  to	
  contribute,	
  etc.
o Encouraging	
  engagement	
  via	
  contests	
  or	
  something	
  similar
o At	
  least	
  a	
  weekly	
  blast	
  update	
  on	
  news	
  from	
  the	
  campaign	
  trail
o More	
  donation	
  requests,	
  and	
  triggered	
  emails	
  based	
  on	
  donation	
  amounts
• While	
  Trump’s	
  fundraising	
  strategy	
  is	
  different	
  than	
  other	
  candidates,	
  
we	
  think	
  he	
  is	
  leaving	
  HUGE	
  money	
  on	
  the	
  table
Timeline	
  Takeaways:	
  Hillary
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved 54
• Hillary	
  is	
  on	
  the	
  other	
  extreme.	
  The	
  email	
  amount	
  is	
  almost	
  overwhelming.
• Having	
  said	
  that,	
  the	
  level	
  of	
  potential	
  engagement/donation	
  is	
  impressive:
o “Special”	
  items	
  (i.e.,	
  THX	
  Box)	
  in	
  exchange	
  for	
  regular	
  donations
o Trip	
  giveaway	
  that	
  encourages	
  donations	
  in	
  exchange	
  for	
  more	
  entries
o One-­‐off	
  emails	
  (e.g.	
  apology)	
  +	
  regular	
  updates	
  (e.g.,	
  H	
  Feed)
• Missing:	
  acknowledgement/customization	
  for	
  those	
  that	
  have	
  donated
o After	
  donating,	
  no	
  future	
  email	
  had	
  customized	
  content.	
  This	
  is	
  a	
  missed	
  opportunity
o IMGE,	
  an	
  Iterable	
  customer,	
  does	
  a	
  great	
  job	
  here.	
  Case	
  study:	
  iterable.com/political
55©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
Now	
  let’s	
  quickly	
  look	
  at	
  some	
  specific	
  emails…
56©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
The	
  Hillary	
  campaign	
  is	
  not	
  afraid	
  to	
  be	
  
playful	
  with	
  their	
  emails.
57©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
The	
  Hillary	
  campaign	
  is	
  not	
  afraid	
  to	
  be	
  
playful	
  with	
  their	
  emails.
This	
  is	
  the	
  email	
  sent	
  after	
  the	
  Republican	
  
debate,	
  an	
  “official	
  response”.
58©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
The	
  Hillary	
  campaign	
  is	
  not	
  afraid	
  to	
  be	
  
playful	
  with	
  their	
  emails.
This	
  is	
  the	
  email	
  sent	
  after	
  the	
  Republican	
  
debate,	
  an	
  “official	
  response”.
It	
  had	
  an	
  animated	
  gif	
  of	
  Hillary	
  
“reacting”	
  to	
  the	
  debate.
59©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
The	
  Hillary	
  campaign	
  also	
  has	
  a	
  very	
  
personal	
  feel	
  in	
  many	
  of	
  their	
  emails.
60©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
The	
  Hillary	
  campaign	
  also	
  has	
  a	
  very	
  
personal	
  feel	
  in	
  many	
  of	
  their	
  emails.
This	
  email	
  was	
  sent	
  by	
  “Hillary	
  Clinton”	
  on	
  
Sept.	
  20	
  at	
  11:36	
  am	
  (re:	
  Vegas	
  trip).
61©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
The	
  Hillary	
  campaign	
  also	
  has	
  a	
  very	
  
personal	
  feel	
  in	
  many	
  of	
  their	
  emails.
This	
  email	
  was	
  sent	
  by	
  “Hillary	
  Clinton”	
  on	
  
Sept.	
  20	
  at	
  11:36	
  am	
  (re:	
  Vegas	
  trip).
This	
  second	
  email	
  was	
  sent	
  the	
  same	
  day,	
  
at	
  4:59	
  pm,	
  from	
  “John	
  Podesta”.
It	
  was	
  formatted	
  as	
  a	
  response	
  on	
  top	
  of	
  
Hillary’s	
  initial	
  email,	
  giving	
  a	
  feel	
  of	
  a	
  
“real”	
  personal	
  email/conversation.
Email	
  Takeaways
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved 62
• Hillary’s	
  emails	
  have	
  an	
  interesting	
  strategy
• Different	
  senders:	
  make	
  it	
  seem	
  like	
  you	
  are	
  involved	
  in	
  conversations	
  
with	
  many	
  people.	
  But	
  this	
  could	
  become	
  confusing
• Irreverent	
  content:	
  the	
  campaign	
  isn’t	
  afraid	
  to	
  be	
  playful
• Personal:	
  many	
  are	
  formatted	
  as	
  personal	
  conversations	
  and	
  even	
  
follow-­‐ups	
  to	
  past	
  emails
Overall	
  User	
  Engagement	
  Takeaways
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved 63
• Trump	
  is	
  not	
  even	
  close	
  to	
  maximizing	
  supporters’	
  engagement
• Hillary	
  is	
  doing	
  a	
  lot
o Maybe	
  even	
  a	
  little	
  too	
  much	
  “raw”	
  engagement
o Probably	
  not	
  enough	
  segmentation	
  and	
  customized	
  engagement
o Conversational/Personal	
  tone	
  throughout
• Mobile	
  still	
  a	
  small	
  factor	
  in	
  political	
  user	
  engagement.	
  Expect	
  more	
  next	
  
election
• Learn	
  about	
  some	
  best	
  practices:	
  iterable.com/political
64©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved
If	
  you	
  liked	
  this	
  teardown,	
  you’ll	
  enjoy	
  the	
  others:
View	
  them	
  and	
  sign	
  up	
  for	
  notifications	
  of	
  future	
  teardowns:
iterable.com/teardown
Request	
  an	
  Iterable	
  demo:
That’s	
  it!
©2015	
  Iterable,	
  Inc.	
  All	
  rights	
  reserved 65
• Thank	
  you	
  for	
  reading	
  this	
  User	
  Engagement	
  Teardown!
• Join	
  the	
  discussion!	
  Use	
  #UEteardown
• Download	
  these	
  and	
  past	
  teardown	
  slides:	
  iterable.com/teardown
iterable.com/demo
! /iterable
" @iterable
# /iterableTV

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Hillary vs. Trump - Iterable User Engagement Teardown for Political Campaigns

  • 1. User  Engagement  Teardown September,   2015 #UEteardown Download:  iterable.com/teardown
  • 2. 2©2015  Iterable,  Inc.  All  rights  reserved Make  sure  to  watch  full  screen! Press  this  button
  • 3. What  is  a  “User  Engagement  Teardown”? • Analyze  a  company’s  (or  campaign’s)  user  engagement  over  3  weeks   post-­‐signup • Constructive  evaluation  and  feedback • All  types  of  B2C  companies:  e-­‐commerce,  subscription,  media,  etc. ©2015  Iterable,  Inc.  All  rights  reserved 3
  • 4. 4©2015  Iterable,  Inc.  All  rights  reserved • Hillary  Clinton  is  the  leading  Democrat,  Donald  Trump  is  the  leading   Republican  (as  of  early  Oct.  2015)  for  the  US  presidency • While  there’s  over  1  year  left  to  the  election,  both  candidates  are  now   in  full  campaign  mode • Savvy  digital  consumer  marketing  has  become  a  big  part  of  political   campaigns How  are  Hillary  and  Trump  engaging  their  supporters?
  • 5. What  We  Did ©2015  Iterable,  Inc.  All  rights  reserved 5 • Signed  up  to  receive  emails  (neither  has  an  account  mechanism) • Browsed  their  sites • After  a  few  days,  made  a  $5  donation  to  both • Clicked  on  a  couple  of  emails  that  had  certain  offers • Analyzed  all  messages  we  received  over  3+  weeks
  • 6. A  Quick  Word  on ©2015  Iterable,  Inc.  All  rights  reserved 6 • Iterable  is  a  consumer  growth-­‐marketing  platform  
  • 7. A  Quick  Word  on ©2015  Iterable,  Inc.  All  rights  reserved 7 • Iterable  is  a  consumer  growth-­‐marketing  platform • Check  out  our  case  study  on  IMGE,  a  customer  using  Iterable  for  high-­‐ performance  political  marketing:  iterable.com/political
  • 8. A  Quick  Word  on ©2015  Iterable,  Inc.  All  rights  reserved 8 • Iterable  is  a  consumer  growth-­‐marketing  platform • Check  out  our  case  study  on  IMGE,  a  customer  using  Iterable  for  high-­‐ performance  political  marketing:  iterable.com/political • Any  recommendations  we  make  can  be  implemented  with  Iterable.   You  can  see  our  other  teardowns  at:  iterable.com/teardown
  • 9. 9©2015  Iterable,  Inc.  All  rights  reserved On  to  the  “User  Engagement  Timeline”…
  • 10. 10 ©2015  Iterable,  Inc.  All  rights  reserved User   Activity Messages Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 Blast Triggered Transactional Message  Type Push  notification User  Engagement  TimelineThe & Hillary Activity  Type Trump
  • 11. 11 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & We’ll  show  you  what  we  (the  user  or  “campaign  supporter”)  did  here… Hillary Activity  Type Trump
  • 12. 12 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification We’ll  show  you  what  we  (the  user  or  “campaign  supporter”)  did  here… User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & …  the  messages  we  received  from  Hillary  here… Hillary Activity  Type Trump
  • 13. 13 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & …  and  the  messages  we  received  from  Trump  here …  the  messages  we  received  from  Hillary  here… We’ll  show  you  what  we  (the  user  or  “campaign  supporter”)  did  here… Hillary Activity  Type Trump
  • 14. 14 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & …  and  the  messages  we  received  from  Trump  here …  the  messages  we  received  from  Hillary  here… We’ll  show  you  what  we  (the  user  or  “campaign  supporter”)  did  here… Activities  and  message  types  are   color  coded  as  shown  in  this  key Hillary Activity  Type Trump
  • 15. 15 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump This  is  what  we  did  to  kick  things  off  (day  0)  in  a  desktop  browser. Signup Signup
  • 16. 16 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump This  is  what  we  did  to  kick  things  off  (day  0)  in  a  desktop  browser. And  both  Hillary  and  Trump  sent  us  a  welcome   email  message  (triggered)  right  away. Welcome Welcome  to   Team  Trump Signup Signup
  • 17. 17©2015  Iterable,  Inc.  All  rights  reserved First,  let’s  look  at  Trump’s  user  engagement. Fast  forward  to  day  21…
  • 18. 18 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign  trail $5   donation Thank  you Debate  week   wrap-­‐up Republi-­‐ can   Debate Welcome  to   Team  Trump
  • 19. 19 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign  trail $5   donation Thank  you Debate  week   wrap-­‐up Republi-­‐ can   Debate Welcome  to   Team  Trump We  got  a  total  of  4  emails  from  Trump
  • 20. 20 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign  trail $5   donation Thank  you Debate  week   wrap-­‐up Republi-­‐ can   Debate Welcome  to   Team  Trump The  initial,  triggered  welcome  message
  • 21. 21 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign  trail $5   donation Thank  you Debate  week   wrap-­‐up Republi-­‐ can   Debate Welcome  to   Team  Trump Two  blast  messages  later  on  in  the  3  weeks
  • 22. 22 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign  trail $5   donation Thank  you Debate  week   wrap-­‐up Republi-­‐ can   Debate Welcome  to   Team  Trump And  a  transactional  “thank  you”  message  after   our  $5  donation
  • 23. 23 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign  trail $5   donation Thank  you Debate  week   wrap-­‐up Republi-­‐ can   Debate Welcome  to   Team  Trump There  wasn’t  much  for  us  to  do.   The  only  other  thing  to  note  is  that  3  of  the  4  messages   came  from  “Donald  J.  Trump”  and  one  (the   transactional  one)  came  from  “Donald  Trump”
  • 24. 24©2015  Iterable,  Inc.  All  rights  reserved Now  let’s  look  at  Hillary’s  user  engagement…
  • 25. Republi-­‐ can   Debate 25 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign   trail $5   donation Thank   you Debate  week   wrap-­‐up Welcome  to   Team  Trump First,  let’s  move  the  Trump  messages  down  to  make  a   bit  of  room…
  • 26. Republi-­‐ can   Debate 26 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Join  us  on   campaign   trail $5   donation Thank   you Debate  week   wrap-­‐up Welcome  to   Team  Trump Ready?
  • 27. Republi-­‐ can   Debate 27 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop C Clinton   THX  Box Clicked   Thx  box   email,   entered   email THX  Box   list A THX  Box   list C H Apology A Thank  you C H  Feed THX  Box   last  chance C H Las  Vegas H Las   Vegas  2 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump H Vegas C Las   Vegas  2 J
  • 28. Republi-­‐ can   Debate 28 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 J Yes,  that’s  a  lot  of  email!   24  emails  (in  21  days)  to  be  precise.
  • 29. Republi-­‐ can   Debate 29 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 3 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump Let’s  start  with  the  welcome  series. C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2
  • 30. Republi-­‐ can   Debate 30 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 3 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump Let’s  start  with  the  welcome  series. The  campaign  sent  3  emails:  the  1st was  a  pure   welcome,  the  2nd was  a  call  to  donate  $1  and  the  3rd was  a  list  of  things  a  supporter  can  do. This  is  a  decent  start  to  get  people  warmed  up  and   informed.C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2
  • 31. Republi-­‐ can   Debate 31 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 3 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump After  the  welcome  series  there  is  a  lot  going  on. We’ll  break  it  down  into  general  themes  first…C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2
  • 32. Republi-­‐ can   Debate 32 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump First  is  something  called  the  “THX  Box” C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 J
  • 33. Republi-­‐ can   Debate 33 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 3 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed H Vegas C Las   Vegas  2 C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C The  THX  Box  was  mentioned  in  this  blast  email  as  a   “heartfelt  thank-­‐you  surprise  package”.   You  had  to  sign  up  for  a  waiting  list.
  • 34. Republi-­‐ can   Debate 34 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 3 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed H Vegas C Las   Vegas  2 C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C The  THX  Box  was  mentioned  in  this  blast  email  as  a   “heartfelt  thank-­‐you  surprise  package”.   You  had  to  sign  up  for  a  waiting  list. We  waited  two  days,  then  clicked  on  the  email  and   entered  our  email  for  the  waiting  list.
  • 35. Republi-­‐ can   Debate 35 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 3 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed H Vegas C Las   Vegas  2 C Swag   sale Welcome A Welcome  to   Team  Trump The  THX  Box  was  mentioned  in  this  blast  email  as  a   “heartfelt  thank-­‐you  surprise  package”.   You  had  to  sign  up  for  a  waiting  list. We  waited  two  days,  then  clicked  on  the  email  and   entered  our  email  for  the  waiting  list. We  then  got  a  series  of  triggered  messages  letting   us  know  we  were  on  the  list,  that  we  needed  to   donate  $30/month  to  get  the  box,  and  finally  a   “last  chance”. (We  didn’t  get  the  box) C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C
  • 36. Republi-­‐ can   Debate 36 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C There  is  also  the  “H  Feed”,  an  email  with  a  social   media-­‐like  feed  of  videos,  news,  etc. H Vegas C Las   Vegas  2 J
  • 37. Republi-­‐ can   Debate 37 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C There  is  also  the  “H  Feed”,  an  email  with  a  social   media-­‐like  feed  of  videos,  news,  etc. We  got  two  of  those  in  the  teardown  period. H Vegas C Las   Vegas  2 J
  • 38. Republi-­‐ can   Debate 38 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C Then  there  is  a  sweepstakes  to  win  a  trip  to  the   Democratic  debate  in  Las  Vegas  in  October  and   meet  Hillary. H Vegas C Las   Vegas  2 J
  • 39. Republi-­‐ can   Debate 39 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed H Vegas C Las   Vegas  2 C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C Then  there  is  a  sweepstakes  to  win  a  trip  to  the   Democratic  debate  in  Las  Vegas  in  October  and   meet  Hillary. There  were  several  emails  encouraging  people  to   sign  up  to  win. J
  • 40. Republi-­‐ can   Debate 40 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C Then  there  is  a  sweepstakes  to  win  a  trip  to  the   Democratic  debate  in  Las  Vegas  in  October  and   meet  Hillary. There  were  several  emails  encouraging  people  to   sign  up  to  win. We  clicked  on  the  3rd one  (sent  by  James  Carville!)   and  entered  our  email. H Vegas C Las   Vegas  2 J
  • 41. Republi-­‐ can   Debate 41 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C We  got  an  immediate  triggered  “Thanks”  email   and  2  follow-­‐up  emails  5  days  later  (on  the  same   day). All  3  acknowledged  we  had  entered  and  were   encouraging  us  to  donate  for  extra  chances  to  win. H Vegas C Las   Vegas  2 J
  • 42. Republi-­‐ can   Debate 42 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 J A  few  final  items  to  point  out…
  • 43. Republi-­‐ can   Debate 43 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C This  email  about  a  “Women  for  Hillary”  initiative   made  us  think  that  there’s  an  opportunity   to  ask   for  gender  at  signup  and  then  segment  and  send   customized  content  to  supporters.   Women  would  be  more  likely  to  respond  to  an   initiative  like  this.  Men  might  be  more  responsive   to  a  different  email.   H Vegas C Las   Vegas  2 J
  • 44. Republi-­‐ can   Debate 44 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C On  day  7  we  got  an  email  from  Hillary  with  her   apology  for  the  email  scandal  issues. H Vegas C Las   Vegas  2 J
  • 45. Republi-­‐ can   Debate 45 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C On  day  15,  the  day  of  the  Republican  debate,  we   got  3  separate  emails.  The  first  was  a  standard   request  for  donations.   But  the  2nd and  3rd were  specific  to  the  debate:  a   “pre-­‐debate  primer”  and  a  tongue-­‐in-­‐cheek   “official  response”  (see  next  section). H Vegas C Las   Vegas  2
  • 46. Republi-­‐ can   Debate 46 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance CThere  were  also  a  couple  of  emails  dedicated  to   Hillary  merchandise  and  encouraging  people  to   buy. H Vegas C Las   Vegas  2
  • 47. Republi-­‐ can   Debate 47 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 An  important  thing  to  note:
  • 48. Republi-­‐ can   Debate 48 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C An  important  thing  to  note: After  our  donation,  no  subsequent   email   acknowledged  it  or  had  customized  content  based   on  our  status. We  believe  this  is  a  big  missed  opportunity  to   segment the  audience  and  drive  deeper   engagement  and  drive  higher  donations. H Vegas C Las   Vegas  2
  • 49. Republi-­‐ can   Debate 49 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C FINALLY,  it’s  worth  noting  that  the  Hillary   campaign  uses  many  different  ‘From:’  names  for  their  emails.   H Vegas C Las   Vegas  2
  • 50. Republi-­‐ can   Debate 50 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 FINALLY,  it’s  worth  noting  that  the  Hillary   campaign  uses  many  different  ‘From:’  names  for  their  emails.   In  fact,  we  got  emails  from  NINE  different  names.  
  • 51. Republi-­‐ can   Debate 51 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 FINALLY,  it’s  worth  noting  that  the  Hillary   campaign  uses  many  different  ‘From:’  names  for  their  emails.   In  fact,  we  got  emails  from  NINE  different  names.   They  are  denoted  in  the  teardown  by  the  letter  in  parentheses: Hillary  Clinton  (H) Hillary  for  America  (A) Official  Clinton  Campaign  (C) Official  Clinton  Campaign  Shop  (C) John  Podesta,  Official  Clinton  Campaign  (C) Katie  Dowd,  Official  Clinton  Campaign  (C) Robby  Mook,  Official  Clinton  Campaign  (C) Christina  Reynolds,  Official  Clinton  Campaign  (C) James  Carville  (J) All  have  the  same  return  email  address  (info@hillaryclinton.com)
  • 52. Republi-­‐ can   Debate 52 ©2015  Iterable,  Inc.  All  rights  reserved Messages Blast Triggered Transactional Message  Type Push  notification User   Activity Days  from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 User  Engagement  TimelineThe & Hillary Activity  Type Trump Signup Signup Join  us  on   campaign   trail $5   donation $5   donation Thank   you Debate  week   wrap-­‐up Welcome   (and   donate  $1) H Welcome   (5  things   to  do) C H Women   for  Hillary C Hillary  Shop Clicked   Thx  box   email,   entered   email H Apology A Thank  you C H  Feed H Las  Vegas H Las   Vegas  2 J Trust  me   (Vegas) Clicked   Vegas   email,   entered   email Thanks A C Donate C Pre-­‐debate C Post  debate   C Donate C H  Feed C Swag   sale Welcome A Welcome  to   Team  Trump C Clinton   THX  Box THX  Box   list A THX  Box   list C THX  Box   last  chance C H Vegas C Las   Vegas  2 Bonus  info:  After  the  teardown  was  over  (on  the  last  day   of  September),  we  received  6  emails  from  the  Hillary   campaign  in  a  single  day!   3  of  them  from  Bill  Clinton. The  Hillary  campaign  is  definitely  not  afraid  to  email   people.
  • 53. Timeline  Takeaways:  Trump ©2015  Iterable,  Inc.  All  rights  reserved 53 • Trump  has  done  very  little  around  engagement.  There  is  lots  of  room   for  improvement • We  would  recommend: o Welcome  series  with  info  on  platform,  schedule,  how  to  contribute,  etc. o Encouraging  engagement  via  contests  or  something  similar o At  least  a  weekly  blast  update  on  news  from  the  campaign  trail o More  donation  requests,  and  triggered  emails  based  on  donation  amounts • While  Trump’s  fundraising  strategy  is  different  than  other  candidates,   we  think  he  is  leaving  HUGE  money  on  the  table
  • 54. Timeline  Takeaways:  Hillary ©2015  Iterable,  Inc.  All  rights  reserved 54 • Hillary  is  on  the  other  extreme.  The  email  amount  is  almost  overwhelming. • Having  said  that,  the  level  of  potential  engagement/donation  is  impressive: o “Special”  items  (i.e.,  THX  Box)  in  exchange  for  regular  donations o Trip  giveaway  that  encourages  donations  in  exchange  for  more  entries o One-­‐off  emails  (e.g.  apology)  +  regular  updates  (e.g.,  H  Feed) • Missing:  acknowledgement/customization  for  those  that  have  donated o After  donating,  no  future  email  had  customized  content.  This  is  a  missed  opportunity o IMGE,  an  Iterable  customer,  does  a  great  job  here.  Case  study:  iterable.com/political
  • 55. 55©2015  Iterable,  Inc.  All  rights  reserved Now  let’s  quickly  look  at  some  specific  emails…
  • 56. 56©2015  Iterable,  Inc.  All  rights  reserved The  Hillary  campaign  is  not  afraid  to  be   playful  with  their  emails.
  • 57. 57©2015  Iterable,  Inc.  All  rights  reserved The  Hillary  campaign  is  not  afraid  to  be   playful  with  their  emails. This  is  the  email  sent  after  the  Republican   debate,  an  “official  response”.
  • 58. 58©2015  Iterable,  Inc.  All  rights  reserved The  Hillary  campaign  is  not  afraid  to  be   playful  with  their  emails. This  is  the  email  sent  after  the  Republican   debate,  an  “official  response”. It  had  an  animated  gif  of  Hillary   “reacting”  to  the  debate.
  • 59. 59©2015  Iterable,  Inc.  All  rights  reserved The  Hillary  campaign  also  has  a  very   personal  feel  in  many  of  their  emails.
  • 60. 60©2015  Iterable,  Inc.  All  rights  reserved The  Hillary  campaign  also  has  a  very   personal  feel  in  many  of  their  emails. This  email  was  sent  by  “Hillary  Clinton”  on   Sept.  20  at  11:36  am  (re:  Vegas  trip).
  • 61. 61©2015  Iterable,  Inc.  All  rights  reserved The  Hillary  campaign  also  has  a  very   personal  feel  in  many  of  their  emails. This  email  was  sent  by  “Hillary  Clinton”  on   Sept.  20  at  11:36  am  (re:  Vegas  trip). This  second  email  was  sent  the  same  day,   at  4:59  pm,  from  “John  Podesta”. It  was  formatted  as  a  response  on  top  of   Hillary’s  initial  email,  giving  a  feel  of  a   “real”  personal  email/conversation.
  • 62. Email  Takeaways ©2015  Iterable,  Inc.  All  rights  reserved 62 • Hillary’s  emails  have  an  interesting  strategy • Different  senders:  make  it  seem  like  you  are  involved  in  conversations   with  many  people.  But  this  could  become  confusing • Irreverent  content:  the  campaign  isn’t  afraid  to  be  playful • Personal:  many  are  formatted  as  personal  conversations  and  even   follow-­‐ups  to  past  emails
  • 63. Overall  User  Engagement  Takeaways ©2015  Iterable,  Inc.  All  rights  reserved 63 • Trump  is  not  even  close  to  maximizing  supporters’  engagement • Hillary  is  doing  a  lot o Maybe  even  a  little  too  much  “raw”  engagement o Probably  not  enough  segmentation  and  customized  engagement o Conversational/Personal  tone  throughout • Mobile  still  a  small  factor  in  political  user  engagement.  Expect  more  next   election • Learn  about  some  best  practices:  iterable.com/political
  • 64. 64©2015  Iterable,  Inc.  All  rights  reserved If  you  liked  this  teardown,  you’ll  enjoy  the  others: View  them  and  sign  up  for  notifications  of  future  teardowns: iterable.com/teardown
  • 65. Request  an  Iterable  demo: That’s  it! ©2015  Iterable,  Inc.  All  rights  reserved 65 • Thank  you  for  reading  this  User  Engagement  Teardown! • Join  the  discussion!  Use  #UEteardown • Download  these  and  past  teardown  slides:  iterable.com/teardown iterable.com/demo ! /iterable " @iterable # /iterableTV