User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users
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The “largest community marketplace for fashion,” Poshmark is engaging its millions of shoppers through growth marketing campaigns that include blast and triggered emails and push notifications. We made an account on Poshmark and took three weeks to gather details on all the ways Poshmark connected with us.
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User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign To New Users
- 3. What is a “User Engagement Teardown”? • Analyze a company’s user engagement over 3 weeks post-signup • Constructive evaluation and feedback • All types of B2C companies: e-commerce, marketplaces, media, etc. ©2015 Iterable, Inc. All rights reserved 3
- 4. 4©2015 Iterable, Inc. All rights reserved • “The largest community marketplace for fashion.” • Enables users to buy and sell clothing • $40.5M in funding, 700k+ sellers and millions of users How is Poshmark engaging shoppers?
- 5. What We Did ©2015 Iterable, Inc. All rights reserved 5 • Created an account and downloaded the Poshmark mobile app • Followed a couple of brands • Showed intent to purchase items on web/app, but didn’t check out • 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 • Check out our case studies on Dot & Bo and Rocksbox, two customers using Iterable for customer engagement: iterable.com/ecommerce • Any recommendations we make can be implemented with Iterable. You can see our other teardowns at: iterable.com/teardown
- 8. 8 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity 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 Desktop browser Activity Type Mobile app SMS User Engagement TimelineThe
- 9. 9 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 We’ll show you what we (the user or shopper) did here… Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS User Engagement TimelineThe
- 10. 10 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 We’ll show you what we (the user or shopper) did here… … and the engagement from Poshmark here. Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS User Engagement TimelineThe
- 11. 11 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 We’ll show you what we (the user or shopper) did here… … and the engagement from Poshmark here. Activities and message types are color coded as shown in this key Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS User Engagement TimelineThe
- 12. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 12 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Welcome Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe On the first day, we signed up for Poshmark on the website, followed 1 brand (Nike) and set some preferences. Signed Up Followed Nike
- 13. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 13 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Welcome Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe We promptly received a Welcome email message. Signed Up Followed Nike
- 15. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 15 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity W Welcome Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon 2 Closet Clear-out Signed Up Followed Nike Installed and launched app Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items
- 17. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 17 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity W Welcome Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon 2 Poshmark had a solid welcome series, consisting of 3 emails over the first 3 days… Closet Clear-out Signed Up Followed Nike Installed and launched app Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items
- 18. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 18 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity W Welcome Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon 2 Poshmark had a solid welcome series, consisting of 3 emails over the first 3 days… ... a follow-up email (repeat of email 3) on day 6… Closet Clear-out Signed Up Followed Nike Installed and launched app Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items
- 19. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 19 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity W Welcome Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon 2 Poshmark had a solid welcome series, consisting of 3 emails over the first 3 days… ... a follow-up email (repeat of email 3) on day 6… … and a push notification (similar to email 3) also on day 6 (since we installed the mobile app that day). Closet Clear-out Signed Up Followed Nike Installed and launched app Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items
- 20. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 20 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity W Welcome Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon 2 We’ll look at the actual welcome series messages in more detail in the next section. Closet Clear-out Signed Up Followed Nike Installed and launched app Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items
- 21. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 21 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity W Welcome Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon 2 Almost all additional emails were regular promotional blasts. They had one general theme (e.g., boots, Burberry) and showed several products of that category/brand. Closet Clear-out Signed Up Followed Nike Installed and launched app Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items
- 22. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 22 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity W Welcome Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 These 2 emails were different and did not feature specific products. Signed Up Followed Nike Installed and launched app Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items
- 23. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 23 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity W Welcome Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 These 2 emails were different and did not feature specific products. The first talked about “Kate F” a Poshmark user who has been successful and encouraging us to look at her “closet.” Signed Up Followed Nike Installed and launched app Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items
- 24. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 24 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity W Welcome Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 These 2 emails were different and did not feature specific products. The first talked about “Kate F” a Poshmark user who has been successful and encouraging us to look at her “closet.” The second encouraged us to drop the prices on any items we were selling and also to shop for bargains. Signed Up Followed Nike Installed and launched app Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items
- 25. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 25 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity W Welcome Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 Community seems to be a big part of the Poshmark experience and we feel there could have been more messages (like the one about Kate F) highlighting that. Perhaps even as part of a slightly longer welcome series. Signed Up Followed Nike Installed and launched app Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items
- 26. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 26 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 These other two emails were customized blasts. One was about Nike products and the other was about Cole Haan products. Those are the two brands we followed.
- 27. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 27 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 We’re not sure why these two emails were only sent late in the 21 day period. Similar to the community message, perhaps sending them earlier, or as part of the welcome series could be effective.
- 28. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 28 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 Now let’s look at push notifications… Poshmark is super active here and does a great job overall. There are some interesting things going on too.
- 29. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 29 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 It all started when we installed and launched the app…
- 30. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 30 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 We got the initial notification, which we considered part of the welcome series.
- 31. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 31 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 And we then got 90 more notifications in the next 16 days!
- 32. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 32 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 There were 3 types of push notifications…
- 33. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 33 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 First are those we marked with an “S” since their intent seems to get you to launch the app and Shop. There were 26 of these, or about 29% of the total.
- 34. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 34 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R Kate F S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 Second are those we marked with an “R” since they were a bit more Random. The intent seemed to be to just engage the user with funny/pop culture remarks. There were 27 of these, or about 30% of the total.
- 35. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 35 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R KateF S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 Third, there were push notifications notifying us of new followers. For some reason, these started on day 17, two days after we did some browsing in the app (although we didn’t change any settings). It may be unrelated.
- 36. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 36 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R KateF S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 Third, there were push notifications notifying us of new followers. For some reason, these started on day 17, two days after we did some browsing in the app (although we didn’t change any settings). It may be unrelated. In the next few days we got a bunch of these notifications, including 22 on day 18!
- 37. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 37 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R KateF S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 Interestingly, the follower notifications died down in the following days, again without us changing any settings. As far as we know this all might have been a bit of a fluke.
- 38. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 38 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R KateF S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 So to summarize the push notification action:
- 39. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 39 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R KateF S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 So to summarize the push notification action: We got roughly the same number of “S”hop and “R”andom push notifications, at a clip of 3.3/day.
- 40. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 40 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R KateF S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 So to summarize the push notification action: We got roughly the same number of “S”hop and “R”andom push notifications, at a clip of 3.3/day. We also got a flurry of follower notifications that quickly died down.
- 41. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 41 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R KateF S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 So to summarize the push notification action: We got roughly the same number of “S”hop and “R”andom push notifications, at a clip of 3.3/day. We also got a flurry of follower notifications that quickly died down. In total we got 90 notifications in 16 days, or 5.6/day.
- 42. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 42 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R KateF S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 Unfortunately, it doesn’t seem that daily blast emails were coordinated with push notifications. We feel this is a missed opportunity. Coordinating efforts so that pushes reinforce email messages might be a good move.
- 43. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 43 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R KateF S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 Finally, we did 2 quick shopping cart abandonment experiments. On day 15 we abandoned 2 items via the desktop browser.
- 44. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 44 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R KateF S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 Finally, we did 2 quick shopping cart abandonment experiments. On day 15 we abandoned 2 items via the desktop browser. On day 16 we abandoned 2 items via the mobile app.
- 45. Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90 45 ©2015 Iterable, Inc. All rights reserved MessagesUser Activity Signed Up Followed Nike W Welcome Installed and launched app Shipping Blast Triggered Transactional Message Type Push notification Desktop browser Activity Type Mobile app SMS W User Engagement TimelineThe Welcome W First order W Boots Makeup Coach Tiffany First order W North Face S S S R R R Sweaters R R S Concierge R S Turkey S R S Varsity R R R Boots R S Auth S R S MAC R R KateF S R R Uggs S R R Burberry S S R Fall Browsed Followed Cole Haan Aband’nd 2 items Browsed Aband’nd 2 items Celine C Nike S S R R R 7 Balmain S S S R R 22 Boots C Cole Haan R R R 5 St. Laurent S S S S R S S S Lululemon Closet Clear-out 2 Unfortunately, it doesn’t look like Poshmark did any cart abandonment follow-up, either via email or push.
- 46. Timeline Takeaways ©2015 Iterable, Inc. All rights reserved 46 • Poshmarkhas a great welcome series. Having an initial welcome push notification was also a good touch. o Suggestion: also send an additional email or two that surface community and followed brands. • We got lots of push notifications. o Suggestion: Perhaps linking to the preference center early on would be useful in case a user wants to throttle.
- 57. Message Takeaways ©2015 Iterable, Inc. All rights reserved 57 • Email content was simple text and dynamic product images o Suggestion: Encourage user to engage with some visual appeal o Suggestion: Organize the product images into categories. Give the user a reason to keep scrolling down to the bottom if they don’t click through on the first image. • Used our name, but the content didn’t seem personalized to our actions or which brands we followed. o Suggestion: Take custom content to the next level by sharing content you know the user will like based on previous engagements.
- 58. Overall Takeaways ©2015 Iterable, Inc. All rights reserved 58 • Steady engagement with daily blast emails o Suggestion: Personalize content for each user based on website interactions (which products they have viewed) and the information users share explicitly (following particular brands). • “Standard” shopping cart abandonment may not apply (since products are one-off) o Suggestion: Poshmark would benefit from messages (email and/or push) to remind people of potential purchases. • Great use of both email and push notifications o Suggestion: Clear opportunity around more coordination between email and push efforts
- 60. Request an Iterable demo: Iterable.com/demo That’s it! ©2015 Iterable, Inc. All rights reserved 60 • Thank you for reading this User Engagement Teardown! • Join the discussion! Use #UETeardown • Download these and past teardown slides: iterable.com/teardown Facebook.com/iterable Twitter.com/iterable YouTube.com/user/iterableTV