This is Iterable's first User Engagement Teardown - focusing on Jet.com. It analyzes how Jet engages users in the first 3 weeks post-signup. The User Engagement Timeline lets you visualize all engagement, and we also evaluate individual emails and suggest improvements.

1. User
Engagement
Teardown
August,
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
user
engagement
over
3
weeks
post-­‐signup
• Constructive
evaluation
and
feedback
• All
types
of
B2C
companies:
e-­‐commerce,
subscription,
media,
etc.
• Inspired
by
https://www.useronboard.com/ -­‐ Check
it
out!
©2015
Iterable,
Inc.
All
rights
reserved 3

4. 4©2015
Iterable,
Inc.
All
rights
reserved
• E-­‐commerce
(http://jet.com),
launched
July
2015
to
great
fanfare
• Costco
+
e-­‐commerce
model:
yearly
fee
and
large
savings
• Founder
sold
Quidsi to
Amazon,
this
time
he’s
going
really
big
• $220M
raised
pre-­‐launch!
How
are
they
engaging
users?

5. What
We
Did
©2015
Iterable,
Inc.
All
rights
reserved 5
• Signed
up
for
an
account
• Browsed
on
desktop
and
added
items
to
shopping
cart
(several
times)
• Browsed
on
mobile
app
(logged
in)
and
added
items
to
cart
(several
times)
• Made
one
purchase
• Looked
at
all
messages
we
received
over
3
weeks

6. 6©2015
Iterable,
Inc.
All
rights
reserved
On
to
the
“User
Engagement
Timeline”…

7. 7
©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
Desktop
browser
Mobile
app
Activity
Type
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe

8. 8
©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
Desktop
browser
Mobile
app
Activity
Type
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
We’ll
show
you
what
we
(the
user)
did
here…

9. 9
©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
Desktop
browser
Mobile
app
Activity
Type
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
We’ll
show
you
what
we
(the
user)
did
here…
…
and
the
messages
we
received
from
Jet
here.

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
Desktop
browser
Mobile
app
Activity
Type
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
We’ll
show
you
what
we
(the
user)
did
here…
…
and
the
messages
we
received
from
Jet
here.
Activities
and
messages
are
color
coded
as
shown
in
this
key

11. 11
©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
Desktop
browser
Mobile
app
Activity
Type
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
Signed
up
Browsed
3
items
in
cart
This
is
what
we
did
to
kick
things
off
(day
0)
in
a
desktop
browser

12. 12
©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
Desktop
browser
Mobile
app
Activity
Type
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
Welcome
to
Jet
Signed
up
Browsed
3
items
in
cart
And
Jet
sent
us
a
welcome
(triggered)
message
that
same
day
This
is
what
we
did
to
kick
things
off
(day
0)
in
a
desktop
browser

13. 13©2015
Iterable,
Inc.
All
rights
reserved
Fast
forward
to
day
21…

14. Installed
Logged
in
Browsed
.
14
©2015
Iterable,
Inc.
All
rights
reserved
User
Activity
Messages
Days
from start:
Welcome
to
Jet
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Art
of
Saving
/
5
ways
to
save
Find
it
at
Jet
Offer:
$10
off
first
order
Receipt
Welcome
to
member-­‐
ship
Smart
item
Item
(1/2)
shipped
5
ways
to
save
Smart
cart
Save
here,
save
there
Back
to
school
Order
delay
(item
2/2)
Smart
item
Famous
couples
[Item
1
delivered]
Signed
up
Browsed
3
items
in
cart
Desktop
browser
Mobile
app
Activity
Type
Browsed
Added
2
items
to
cart
Purchase
(2
items)
Browsed
2
items
to
cart
Browsed
3
items
in
cart
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
Smart
item

15. 15©2015
Iterable,
Inc.
All
rights
reserved
Lets
point
out
a
few
things…

16. Installed
Logged
in
Browsed
.
16
©2015
Iterable,
Inc.
All
rights
reserved
User
Activity
Messages
Days
from start:
Welcome
to
Jet
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Art
of
Saving
/
5
ways
to
save
Find
it
at
Jet
Offer:
$10
off
first
order
Receipt
Welcome
to
member-­‐
ship
Smart
item
Item
(1/2)
shipped
5
ways
to
save
Smart
cart
Save
here,
save
there
Back
to
school
Order
delay
(item
2/2)
Smart
item
Famous
couples
[Item
1
delivered]
Signed
up
Browsed
3
items
in
cart
Desktop
browser
Mobile
app
Activity
Type
Browsed
Added
2
items
to
cart
Purchase
(2
items)
Browsed
2
items
to
cart
Browsed
3
items
in
cart
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
Very
short
“welcome
series”
Probably
could
be
a
bit
better
Smart
item

17. Installed
Logged
in
Browsed
.
17
©2015
Iterable,
Inc.
All
rights
reserved
User
Activity
Messages
Days
from start:
Welcome
to
Jet
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Art
of
Saving
/
5
ways
to
save
Find
it
at
Jet
Offer:
$10
off
first
order
Receipt
Welcome
to
member-­‐
ship
Smart
item
Item
(1/2)
shipped
5
ways
to
save
Smart
cart
Save
here,
save
there
Back
to
school
Order
delay
(item
2/2)
Smart
item
Famous
couples
[Item
1
delivered]
Signed
up
Browsed
3
items
in
cart
Desktop
browser
Mobile
app
Activity
Type
Browsed
Added
2
items
to
cart
Purchase
(2
items)
Browsed
2
items
to
cart
Browsed
3
items
in
cart
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
Great
idea
to
encourage
a
purchase
1
week
in
Smart
item

18. Installed
Logged
in
Browsed
.
18
©2015
Iterable,
Inc.
All
rights
reserved
User
Activity
Messages
Days
from start:
Welcome
to
Jet
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Art
of
Saving
/
5
ways
to
save
Find
it
at
Jet
Offer:
$10
off
first
order
Receipt
Welcome
to
member-­‐
ship
Smart
item
Item
(1/2)
shipped
5
ways
to
save
Smart
cart
Save
here,
save
there
Back
to
school
Order
delay
(item
2/2)
Smart
item
Famous
couples
[Item
1
delivered]
Signed
up
Browsed
3
items
in
cart
Desktop
browser
Mobile
app
Activity
Type
Browsed
Added
2
items
to
cart
Purchase
(2
items)
Browsed
2
items
to
cart
Browsed
3
items
in
cart
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
Lots
of
abandoned
carts,
but
no
shopping
cart
abandonment
campaign!
Lost
opportunity.
Smart
item

19. Installed
Logged
in
Browsed
.
19
©2015
Iterable,
Inc.
All
rights
reserved
User
Activity
Messages
Days
from start:
Welcome
to
Jet
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Art
of
Saving
/
5
ways
to
save
Find
it
at
Jet
Offer:
$10
off
first
order
Receipt
Welcome
to
member-­‐
ship
Smart
item
Item
(1/2)
shipped
5
ways
to
save
Smart
cart
Save
here,
save
there
Back
to
school
Order
delay
(item
2/2)
Smart
item
Famous
couples
[Item
1
delivered]
Signed
up
Browsed
3
items
in
cart
Desktop
browser
Mobile
app
Activity
Type
Browsed
Added
2
items
to
cart
Purchase
(2
items)
Browsed
2
items
to
cart
Browsed
3
items
in
cart
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
Smart
item
No
push
notifications,
even
though
we
installed
the
app
(and
a
subsequent
update).

20. Installed
Logged
in
Browsed
.
20
©2015
Iterable,
Inc.
All
rights
reserved
User
Activity
Messages
Days
from start:
Welcome
to
Jet
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Art
of
Saving
/
5
ways
to
save
Find
it
at
Jet
Offer:
$10
off
first
order
Receipt
Welcome
to
member-­‐
ship
Smart
item
Item
(1/2)
shipped
5
ways
to
save
Smart
cart
Save
here,
save
there
Back
to
school
Order
delay
(item
2/2)
Smart
item
Famous
couples
[Item
1
delivered]
Signed
up
Browsed
3
items
in
cart
Desktop
browser
Mobile
app
Activity
Type
Browsed
Added
2
items
to
cart
Purchase
(2
items)
Browsed
2
items
to
cart
Browsed
3
items
in
cart
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
Smart
item
No
post-­‐purchase
followup
(e.g.,
review,
replenish).
Lost
opportunity.

21. Installed
Logged
in
Browsed
.
21
©2015
Iterable,
Inc.
All
rights
reserved
User
Activity
Messages
Days
from start:
Welcome
to
Jet
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Art
of
Saving
/
5
ways
to
save
Find
it
at
Jet
Offer:
$10
off
first
order
Receipt
Welcome
to
member-­‐
ship
Smart
item
Item
(1/2)
shipped
5
ways
to
save
Smart
cart
Save
here,
save
there
Back
to
school
Order
delay
(item
2/2)
Smart
item
Famous
couples
[Item
1
delivered]
Signed
up
Browsed
3
items
in
cart
Desktop
browser
Mobile
app
Activity
Type
Browsed
Added
2
items
to
cart
Purchase
(2
items)
Browsed
2
items
to
cart
Browsed
3
items
in
cart
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
Fairly
intense
blast
marketing
schedule
Smart
item

22. Installed
Logged
in
Browsed
.
22
©2015
Iterable,
Inc.
All
rights
reserved
User
Activity
Messages
Days
from start:
Welcome
to
Jet
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Art
of
Saving
/
5
ways
to
save
Find
it
at
Jet
Offer:
$10
off
first
order
Receipt
Welcome
to
member-­‐
ship
Smart
item
Item
(1/2)
shipped
5
ways
to
save
Smart
cart
Save
here,
save
there
Back
to
school
Order
delay
(item
2/2)
Smart
item
Famous
couples
[Item
1
delivered]
Signed
up
Browsed
3
items
in
cart
Desktop
browser
Mobile
app
Activity
Type
Browsed
Added
2
items
to
cart
Purchase
(2
items)
Browsed
2
items
to
cart
Browsed
3
items
in
cart
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
But
just
as
we
thought
there
was
a
pattern,
the
emails
seemed
to
stop.
We
aren’t
sure
why.
Smart
item

23. Installed
Logged
in
Browsed
.
23
©2015
Iterable,
Inc.
All
rights
reserved
User
Activity
Messages
Days
from start:
Welcome
to
Jet
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Art
of
Saving
/
5
ways
to
save
Find
it
at
Jet
Offer:
$10
off
first
order
Receipt
Welcome
to
member-­‐
ship
Smart
item
Item
(1/2)
shipped
5
ways
to
save
Smart
cart
Save
here,
save
there
Back
to
school
Order
delay
(item
2/2)
Smart
item
Famous
couples
[Item
1
delivered]
Signed
up
Browsed
3
items
in
cart
Desktop
browser
Mobile
app
Activity
Type
Browsed
Added
2
items
to
cart
Purchase
(2
items)
Browsed
2
items
to
cart
Browsed
3
items
in
cart
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe
Smart
item

24. Timeline
Takeaways
©2015
Iterable,
Inc.
All
rights
reserved 24
• Significant
amount
of
blast
marketing
o Risk
of
overloading,
also
sending
blasts
on
same
day
as
transactional
emails
o Although
they
stopped
towards
the
end
of
the
21
day
period
• Almost
no
triggered
marketing
— big
opportunity
for
improvement
o Short
welcome
series
(2
messages)
could
be
extended
o Shopping
cart
abandonment
campaigns
would
be
a
big,
easy
win
o Post-­‐purchase
follow-­‐ups
(e.g.,
review,
replenish)
would
also
be
high
impact
• No
push
notifications
even
though
we
used
the
app
• No
cross-­‐channel
coordination
across
web
and
mobile

25. 25©2015
Iterable,
Inc.
All
rights
reserved
Now
let’s
look
at
some
specific
emails…

26. 26©2015
Iterable,
Inc.
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rights
reserved

27. 27©2015
Iterable,
Inc.
All
rights
reserved
Jet’s
transactional
emails
look
great!

28. 28©2015
Iterable,
Inc.
All
rights
reserved
Jet’s
transactional
emails
look
great!
Yes,
we
like
macadamias
in
the
office.

29. 29©2015
Iterable,
Inc.
All
rights
reserved
All
the
info
we
need,
presented
attractively
Jet’s
transactional
emails
look
great!

30. 30©2015
Iterable,
Inc.
All
rights
reserved
All
the
info
we
need,
presented
attractively
This
is
a
missed
opportunity.
Recommend
*relevant*
products
(cashews?)
in
the
“free”
real
estate
of
a
transactional
email
Jet’s
transactional
emails
look
great!

31. 31©2015
Iterable,
Inc.
All
rights
reserved

32. 32©2015
Iterable,
Inc.
All
rights
reserved
Email
#2
(Day
2)
Part
of
initial
“welcome
series”
It’s
a
good
message.
Educates
user
on
how
Jet
works.

33. 33©2015
Iterable,
Inc.
All
rights
reserved
Email
#10
(Day
10)
Arrived
after
welcome
series,
several
blasts
AND
our
purchase.
Email
#2
(Day
2)
Part
of
initial
“welcome
series”
It’s
a
good
message.
Educates
user
on
how
Jet
works.

34. 34©2015
Iterable,
Inc.
All
rights
reserved
This
content
is
almost
the
same!
Jet
wants
customers
to
understand
how
it
works.
But
this
is
an
opportunity
to
say
something
different.
It’s
also
a
risk.
Sending
users
(especially
engaged
customers)
repeat
content
raises
probability
of
unsubscribes.
Email
#2
(Day
2)
Part
of
initial
“welcome
series”
It’s
a
good
message.
Educates
user
on
how
Jet
works.
Email
#10
(Day
10)
Arrived
after
welcome
series,
several
blasts
AND
our
purchase.

35. 35©2015
Iterable,
Inc.
All
rights
reserved

36. 36©2015
Iterable,
Inc.
All
rights
reserved
These
are
two
of
the
blast
emails.
Also
very
nice
looking.

37. 37©2015
Iterable,
Inc.
All
rights
reserved
These
are
two
of
the
blast
emails.
Also
very
nice
looking.
They
seem
to
promote
limited
time
offers,
which
is
great.

38. 38©2015
Iterable,
Inc.
All
rights
reserved
These
are
two
of
the
blast
emails.
Also
very
nice
looking.
Potential
opportunity:
Replace
some
items
with
my
abandoned
cart
or
things
I’ve
shown
interest
in
(walnuts?).
Conversion
might
increase
for
both
promoted
and
abandoned
items!
They
seem
to
promote
limited
time
offers,
which
is
great.

39. Email
Takeaways
©2015
Iterable,
Inc.
All
rights
reserved 39
• Emails
look
great
• Room
for
improvement
on:
o Repetitive
content
that
could
turn
users
off
o Using
transactional
emails
to
drive
relevant
purchases
o Personalizing
blasts
(e.g.,
cart
items)
to
make
more
relevant
and
interesting

40. Overall
Jet
User
Engagement
Takeaways
©2015
Iterable,
Inc.
All
rights
reserved 40
• Off
to
a
great
start,
especially
since
they
just
launched!
• The
biggest/easiest
opportunity:
set
up
basic
triggered
campaigns
(e.g.,
shopping
cart
abandonment)
• Other
key
things
(among
many
possibilities):
o Coordinate
across
email
and
mobile
messaging
o A/B
testing
(although
it
is
possible
they
are
already
doing
some
of
this)

41. Request
an
Iterable
demo:
That’s
it!
©2015
Iterable,
Inc.
All
rights
reserved 41
• Thank
you
for
reading
our
first
User
Engagement
Teardown!
• Join
the
discussion!
Use
#UEteardown
• Download
the
slides:
iterable.com/teardown
iterable.com/demo
! /iterable
" @iterable
# /iterableTV