Wanelo, an online “mall on your phone” curated by its millions of users, has taken advantage of growth marketing tools to build a user engagement program that spans multiple channels including email, push and SMS. We’ve taken 21 days to investigate their user engagement and here’s what we found.

1. User Engagement Teardown
#UEteardown
Download: iterable.com/teardown Spring 2016

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 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
• “A mall on your phone, curated by people.”
• Enables users to search, follow and shop from over 350,000 stores
• $14M in funding and millions of users
How is Wanelo engaging shoppers?

5. What We Did
©2015 Iterable, Inc. All rights reserved 5
• Created an account and downloaded the Wanelo mobile app
• Saved 20 items on mobile
• Added items to our cart on web and mobile, but did not check out
• Clicked on a couple of emails and opened push notifications
• 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

7. 7©2015 Iterable, Inc. All rights reserved
On to the “User Engagement Timeline”…

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
User Engagement TimelineThe
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS

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
User Engagement TimelineThe
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

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
User Engagement TimelineThe
We’ll show you what we (the user or shopper) did here…
… and the messages we received from Wanelo here
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS

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
User Engagement TimelineThe
We’ll show you what we (the user or shopper) did here…
… and the messages we received from Wanelo 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

12. 12
©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
User Engagement TimelineThe
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
On the first day, we signed up for Wanelo on the
website.
After being strongly encouraged to download the app,
we installed it.
R
W
Are you a
beanie
Fall. Outfit.
Goals.
Rec. for
you
Welcome
W
Welcome
from CEO
Link to
Wanelo app.
Installed
and logged
into app
Saved 20
items
Signed Up
W
W

13. 13
©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
User Engagement TimelineThe
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
R
W
Are you a
beanie
Fall. Outfit.
Goals.
Rec. for
you
Welcome
W
Welcome
from CEO
Link to
Wanelo app.
Here are the messages we received that day.
Installed
and logged
into app
Saved 20
items
Signed Up
W
W

14. 14
©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
User Engagement TimelineThe
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
Here are the messages we received that day.
From the beginning you can see that Wanelo
takes multi-channel seriously.
They sent a welcome email, an SMS, an in-app
message and multiple push notifications.
R
W
Are you a
beanie
Fall. Outfit.
Goals.
Rec. for
you
Welcome
W
Welcome
from CEO
Link to
Wanelo app.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up

15. 15©2015 Iterable, Inc. All rights reserved
Fast forward to day 21…

16. Rec. for
you
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
Installed
and logged
into app
Saved 20
items
R R R R R R R R R R R R RRRRRR R
16
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
Signed Up
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
Opened
app
Opened
app
Opened
app
Opened
app
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
W
W

17. 17©2015 Iterable, Inc. All rights reserved
Let’s point out a few things…

18. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
18
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
After signing up on the the website, Wanelo had us
enter our phone number.
They then sent an SMS with a link to download the app.
As we’ll see, Wanelo really emphasizes mobile.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

19. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
19
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app
After downloading the app, we signed in and
were immediately asked to “save” items.
Wanelo asked for permission to access my
contacts but we said “No thanks”.

20. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
20
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
After downloading the app, we received a
welcome message via email…
…and a welcome message from the CEO in the
app’s message center.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

21. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
21
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
We also started receiving blast campaigns
right away, via both email and push.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

22. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
22
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
We’ve marked all “Recommended for
You” messages we received with an “R”.
All emails we received (about 1 per day)
were of this type.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

23. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
23
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
We’ve marked all “Recommended for
You” messages we received with an “R”.
All emails we received (about 1 per day)
were of this type.
Over 1/3 of the push notifications were
of this type
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

24. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
24
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
All the “Recommended for You” push
notifications are deep-linked to product pages
in the app, creating a seamless user
experience.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

25. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
25
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
“SALE Alert!” push notifications (marked with
an “S”) were sent when an item we saved went
on sale.
About 1/4 of push notifications were sale
alerts.
These were also deep-linked and made
purchasing products very easy.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

26. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
26
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app
The remaining push notifications were mainly of
two types:

27. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
27
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app
The remaining push notifications were mainly of
two types:
1) Promotional - For example, a link to “bestselling
dresses”

28. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
28
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app
The remaining push notifications were mainly of
two types:
1) Promotional - For example, a link to “bestselling
dresses”
2) Unrelated to shopping - For example: “Nap
Queen” (more about these in the next section)

29. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
29
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
How does Wanelo deal with abandoned carts
on the website versus mobile app?
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

30. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
30
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app
First, we hit the ‘Buy’ button on a product in
the mobile app but did not check out.

31. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
31
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
First, we hit the ‘Buy’ button on a product in
the mobile app but did not check out.
1 hour later we received a push notification
reminding us about our cart.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

32. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
32
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
We repeated the steps on the website on
desktop.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

33. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
33
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
We hit the ‘Buy’ button on a product on
the website on desktop.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

34. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
34
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
We hit the ‘Buy’ button on a product on
the website on desktop.
1 hour later, we got a push notification
reminding us to check out, but no email.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

35. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
35
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
Wanelo only sent 1 reminder push for
each abandoned cart.
Considering the overall message volume
and differences across messaging
channels, could they have done more?
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

36. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
36
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
Also, there were definitely a lot of messages
sent during this time period.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

37. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
37
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app
We received 80 messages: 21 emails and 59
push notifications.

38. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
38
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app
We received 80 messages: 21 emails and 59
push notifications.
That is 3.63 average messages/day.
And 3x as many push notifications as emails.

39. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
39
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app
We received 80 messages: 21 emails and 59
push notifications.
That is 3.63 average messages/day.
And 3x as many push notifications as emails.
This is clearly a mobile-first service. And they
might be running the risk of overloading users.
However, it’s reasonable to assume they know
their demographic and this works for them.

40. Rec. for
you
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
R R R R R R R R R R R R RRRRRR R
40
©2015 Iterable, Inc. All rights reserved
MessagesUser
Activity
R
R
R S S R R R R S
S S S
RW RR S R S R S R C S R R
Are you a
beanie
SALE
Alert!
Best long
sleeve
Sorry, I’ve
got
SALE
Alert!
SALE
Alert!
Fall. Outfit.
Goals.
May your
coffee
Rec. for
you
SALE
Alert!
SALE
Alert!
I’ve put
more
Rec. for
you
Rec. for
you
Rec. for
you
SALE
Alert!
Rec. for
you
Welcome Rec. for
you
Rec. for
you
Rec. for
you
YOU + THESE
JEANS
Jacket
sale
SALE
Alert!
Rec. for
you
SALE
Alert
Rec. for
you
SALE
Alert!
Rec. for
you
FINALLY
SWEATER
Cart
Reminder
SALE
Alert!
I could
give up
This
hoodie
SALE
Alert!
Rec. for
you
Rec for
you
Best Selling
Dresses
I’m Cool
Once
R C S S R S R R R R RW
Don’t have Rec. for
you
Rec. for
you
Witch
better have
Cart
Reminder
SALE
Alert!
You had
me at
SALE
Alert!
Oh hey-
softest
Rec. for
you
SALE
Alert!
Sass Game
STRONG
Rec. for
you
It’s a top
knot
Rec. for
you
Everyone’s
posting FB
Rec. for
you
Rec. for
you
Rec. for
you
Welcome
from CEO
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Rec. for
you
Link to
Wanelo app.
Blast
Triggered
Transactional
Message Type
Push notification
Desktop
browser
Activity Type
Mobile
app
SMS
It’s worth noting Wanelo has a message
preferences center in the app. However, we
were never directed to it.
More on this in the next section.
W
W
Installed
and logged
into app
Saved 20
items
Signed Up
Hit ‘Buy’ on
an item,
abandoned
purchase
Hit ‘Buy’ on
an item,
abandoned
purchase
Opened
app
Opened
app
Opened
app
Opened
app

41. Timeline Takeaways
©2015 Iterable, Inc. All rights reserved 41
• Wanelo is doing a great job at engaging across channels
• Clearly focused on mobile engagement
• We felt their cart abandonment could benefit from additional notifications
and/or emails. A single push is easily missed
• A slightly more robust welcome series (email + push) could also be good,
instead of immersing users in the messaging flow immediately

42. 42©2015 Iterable, Inc. All rights reserved
Now let’s look at some specific messages…

43. 43©2015 Iterable, Inc. All rights reserved
After signup, Wanelo asks for the user’s
phone number and sends an SMS to drive
app downloads.
Great strategy to increase conversion.

44. 44©2015 Iterable, Inc. All rights reserved
Wanelo’s welcome email gave great
instructions on how to start shopping
with the app.
One or more follow-ups, or a
complimentary push notification, might
have been nice though.

45. 45©2015 Iterable, Inc. All rights reserved
Wanelo’s “Recommended for you” emails
contain dynamic content based on the items
a user saved.
Great personalization.

46. 46©2015 Iterable, Inc. All rights reserved
These are examples of the 3 types of push
notifications:
• “Recommended for you” suggested products
similar to the ones we saved
• “SALE Alerts” for when saved products went
on sale
• Blasts promoting categories or just trying to
be engaging

47. 47©2015 Iterable, Inc. All rights reserved
The blasts were pretty varied and tried to
be “cool” or culturally relevant.
Wanelo clearly knows and targets their
core demographic.

48. 48©2015 Iterable, Inc. All rights reserved
All push notifications included deep-links to the actual
product pages.
This was well done and reduces purchasing friction.

49. 49©2015 Iterable, Inc. All rights reserved
Wanelo’s app has a very comprehensive preferences
center for push notifications. This is great.
It could be a good touch to make people aware of it early
on and give them the opportunity to tweak the number
of messages they receive.

50. Message Takeaways
©2015 Iterable, Inc. All rights reserved 50
• Great design in emails
• It appears they have a well-structured plan around types/content of push
notifications
• Good personalization – emails and push notifications tie back to saved
items and then deep-link to products
• Snappy copy and emojis appeal to young female shoppers
• Pointing people to preference center early could empower users to control
message flow and potentially reduce unsubscribes/uninstalls

51. Overall Takeaways
©2015 Iterable, Inc. All rights reserved 51
• Wanelo seems to be doing a great overall job
• We see room for improvement in three areas:
o Welcome series – could be a bit more engaging
o Cart abandonment – could be more effective in bringing you back
o Message volume – runs the risk of turning users off without exposing controls

52. 52©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

53. Request an Iterable demo:
Iterable.com/demo
That’s it!
©2015 Iterable, Inc. All rights reserved
53
• 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