The document analyzes Pinterest's user engagement strategies over a 3-week period after a new user signs up. It provides a timeline showing the user's activities on Pinterest and the messages received from Pinterest. The timeline shows that Pinterest sent triggered, transactional, and blast messages across desktop and mobile to encourage browsing, board creation, pinning, and app installation through the first 3 weeks.

1. User
Engagement
Teardown
August/September,
2015
#UEteardown
Download:
iterable.com/teardown Pinterest

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.
©2015
Iterable,
Inc.
All
rights
reserved 3

4. 4©2015
Iterable,
Inc.
All
rights
reserved
• “A
visual
bookmarking
tool
that
helps
users
discover
and
save
ideas”
• Amazing
success:
100M+
monthly
active
users,
50B+
pins
• $1.3B
in
funding
and
an
$11B+
valuation
How
is
Pinterest
engaging
its
users?

5. What
We
Did
©2015
Iterable,
Inc.
All
rights
reserved 5
• Signed
up
for
an
account
• Browsed
on
desktop,
created
boards
and
added
pins
(several
times)
• Browsed
on
mobile
app,
created
board
and
added
pins
• Browsed
“buyable
pins”
and
almost
checked
out
• Looked
at
all
messages
we
received
over
3
weeks

6. A
Quick
Word
on
©2015
Iterable,
Inc.
All
rights
reserved 6
• Everything
you’ll
see
Pinterest
doing
in
this
teardown
can
be
implemented
with
Iterable
(note:
they
are
not
our
customer)

7. A
Quick
Word
on
©2015
Iterable,
Inc.
All
rights
reserved 7
• Everything
you’ll
see
Pinterest
doing
in
this
teardown
can
be
implemented
with
Iterable
(note:
they
are
not
our
customer)
• Any
recommendations
we
make
can
be
implemented
with
Iterable.
You
can
see
our
other
teardowns
at:
iterable.com/teardown

8. A
Quick
Word
on
©2015
Iterable,
Inc.
All
rights
reserved 8
• Everything
you’ll
see
Pinterest
doing
in
this
teardown
can
be
implemented
with
Iterable
(note:
they
are
not
our
customer)
• Any
recommendations
we
make
can
be
implemented
with
Iterable.
You
can
see
our
other
teardowns
at:
iterable.com/teardown
• Iterable
lets
marketers
send
the
right
message,
to
the
right
device,
at
the
right
time

9. 9©2015
Iterable,
Inc.
All
rights
reserved
On
to
the
“User
Engagement
Timeline”…

10. 10
©2015
Iterable,
Inc.
All
rights
reserved
User
Activity
Messages
Days
from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Desktop
browser
Mobile
app
Activity
Type
Blast
Triggered
Transactional
Message
Type
Push
notification
User
Engagement
TimelineThe

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
We’ll
show
you
what
we
(the
user)
did
here…
User
Engagement
TimelineThe

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

13. 13
©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
We’ll
show
you
what
we
(the
user)
did
here…
Activities
and
messages
are
color
coded
as
shown
in
this
key
…and
the
messages
we
received
from
Pinterest
here.
User
Engagement
TimelineThe

14. 14
©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
Signed
up
Set
preferences
User
Engagement
TimelineThe
This
is
what
we
did
to
kick
things
off
(day
0)
in
a
desktop
browser.

15. 15
©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
And
Pinterest
sent
us
an
email
confirmation
message
(transactional)
right
away.
This
is
what
we
did
to
kick
things
off
(day
0)
in
a
desktop
browser.
Signed
up
Set
preferences
Email
confirmation
User
Engagement
TimelineThe

16. 16©2015
Iterable,
Inc.
All
rights
reserved
Fast
forward
to
day
21…

17. 17
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
User
Engagement
TimelineThe

18. 18©2015
Iterable,
Inc.
All
rights
reserved
Lets
point
out
a
few
things…

19. 19
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
Pinterest
has
users
set
their
preferences
right
away,
and
these
play
a
significant
role
in
future
messaging.
User
Engagement
TimelineThe

20. 20
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
This
is
an
excellent
example
of
a
good
welcome
series.
It
covers
everything
a
user
has
to
know,
in
small
chunks
and
in
the
right
order.
A
user
comes
out
of
week
1
knowing
how
to
use
the
service
effectively.
User
Engagement
TimelineThe

21. 21
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
Their
blast
emails
are
also
well
done:
well
spaced
out
and
regular.
User
Engagement
TimelineThe

22. 22
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
It’s
important
to
note
that
ALL blast
emails
were
customized
based
on
initial
preferences/interests.
More
on
this
in
the
next
section.
This
is
a
great
example
of
how
to
make
standard
blast
messages
better.
User
Engagement
TimelineThe

23. 23
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
These
2
messages
are
flagged
because
the
From
address
was
“Pinterest
Weekly”.
All
other
messages
came
from
“Pinterest”.
May
not
mean
much,
but
still
interesting
to
point
out.
User
Engagement
TimelineThe

24. 24
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
We
started
using
the
mobile
app
on
day
6
and
opted
into
push
notifications.
User
Engagement
TimelineThe

25. 25
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
We
started
using
the
mobile
app
on
day
6
and
opted
into
push
notifications.
Notifications
started
a
few
days
later
on
a
regular
straightforward
schedule.
User
Engagement
TimelineThe

26. 26
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
The
fact
that
a
blast
message
and
a
push
notification
come
on
the
same
day
is
interesting.
User
Engagement
TimelineThe

27. 27
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
The
fact
that
a
blast
message
and
a
push
notification
come
on
the
same
day
is
interesting.
It
may
mean
this
is
a
great
way
to
spur
further
engagement.
Note
the
wording
in
each
is
different.
User
Engagement
TimelineThe

28. 28
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
A
short
“mobile
welcome
series”
after
the
initial
app
login
could
be
a
good
idea
to
orient
users.
User
Engagement
TimelineThe

29. 29
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
A
short
“mobile
welcome
series”
after
the
initial
app
login
could
be
a
good
idea
to
orient
users.
Could
be
done
partly
via
email
and
partly
via
push.
User
Engagement
TimelineThe

30. 30
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
Coming
back
to
the
triggered
messages…
User
Engagement
TimelineThe

31. 31
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
This
is
the
first
day
we
actually
created
a
board
and
pinned
something.
User
Engagement
TimelineThe

32. 32
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
This
is
the
first
day
we
actually
created
a
board
and
pinned
something.
And
it
was
followed
the
very
next
day
with
a
nice
congratulations
message
and
ideas
for
pins
for
that
board.
User
Engagement
TimelineThe

33. 33
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
And
this
happened
every
other
time
we
created
a
board
(without
the
first
time
“congratulations”).
User
Engagement
TimelineThe

34. 34
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
Including
when
we
created
a
board
in
the
mobile
app
(as
you
would
expect).
User
Engagement
TimelineThe

35. 35
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
Interestingly,
no
mobile
follow-­‐
up
to
that
board.
If
a
user
has
proven
to
be
active
on
mobile,
an
accompanying
triggered
push
could
be
a
good
idea.
User
Engagement
TimelineThe

36. 36
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
Finally,
we
were
curious
about
Pinterest’s
“buyable
pins”.
User
Engagement
TimelineThe

37. 37
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
So
we
looked
for
one.
And
then
took
it
to
the
point
where
we
would
have
had
to
enter
payment
info
(for
some
very
expensive
jeans!).
User
Engagement
TimelineThe

38. 38
©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
Email
confirmation
Signed
up
Set
preferences
Thanks
+
make
boards
W
Week’s
top
pins
Guided
search
W
Browser
button
W
Pin
links
W
Mobile
app
W
Installed
and
logged
into
app
Recommended
pins
*
Browsed
Week’s
Top
pins
Top
trending
pins
Browsed
Browsed
Created
board
Pinned
Congrats
on
first
pin
+
pins
for
board
Week’s
Top
pins
Top
trending
pins
Browsed
Created
board
Pinned
Browsed
Created
board
Viewed
buyable
pin
Pins
for
board
Pins
for
board
Interests
to
follow
W
Recommended
pins
*
Unfortunately
there
wasn’t
any
follow-­‐up.
This
would
be
a
great
opportunity
for
messaging
around
“abandoned”
buyable
pins!
User
Engagement
TimelineThe

39. Timeline
Takeaways
©2015
Iterable,
Inc.
All
rights
reserved 39
• Pinterest
has
done
a
great
job
with
their
user
engagement
o Their
welcome
series
is
very
good
o Their
blasts
are
customized
and
well
structured
o Their
triggered
messages
(e.g.,
after
creating
a
board)
encourage
further
use
• If
there
is
a
small
weak
spot,
it’s
related
to
mobile
o There
could
be
a
few
triggered
notifications
o A
short
welcome
series
after
mobile
login
could
be
useful
• There
is
a
clear
opportunity
for
follow-­‐up
to
abandoned
buyable
pins,
but
we
realize
this
is
a
new
initiative
for
them.
It’s
probably
coming.

40. 40©2015
Iterable,
Inc.
All
rights
reserved
Now
let’s
look
at
some
specific
emails…

41. 41©2015
Iterable,
Inc.
All
rights
reserved

42. 42©2015
Iterable,
Inc.
All
rights
reserved
These
are
two
personalized
blast
emails
Pinterest
sent
us
on
the
same
day.

43. 43©2015
Iterable,
Inc.
All
rights
reserved
The
one
on
the
left
is
for
a
male
that
specified
an
interest
in
“Architecture”.
These
are
two
personalized
blast
emails
Pinterest
sent
us
on
the
same
day.

44. 44©2015
Iterable,
Inc.
All
rights
reserved
These
are
two
personalized
blast
emails
Pinterest
sent
us
on
the
same
day.
The
one
on
the
left
is
for
a
male
that
specified
an
interest
in
“Architecture”.
The
one
on
the
right
is
for
a
female
that
specified
an
interest
in
“Furniture”.

45. 45©2015
Iterable,
Inc.
All
rights
reserved
Pinterest’s
personalization
of
every
email
is
significant
and
probably
does
drive
engagement.
These
are
two
personalized
blast
emails
Pinterest
sent
us
on
the
same
day.
The
one
on
the
left
is
for
a
male
that
specified
an
interest
in
“Architecture”.
The
one
on
the
right
is
for
a
female
that
specified
an
interest
in
“Furniture”.

46. 46©2015
Iterable,
Inc.
All
rights
reserved

47. 47©2015
Iterable,
Inc.
All
rights
reserved
All
of
Pinterest’s
emails
had
this
reminder
of
their
mobile
app.
Great
way
to
get
users
to
engage
on
another
channel.

48. 48©2015
Iterable,
Inc.
All
rights
reserved
All
of
Pinterest’s
emails
had
this
reminder
of
their
mobile
app.
Great
way
to
get
users
to
engage
on
another
channel.
We
thought
it
might
go
away
once
we
had
installed
and
logged
into
the
app…

49. 49©2015
Iterable,
Inc.
All
rights
reserved
Unfortunately,
it
just
stayed
there.
It
would
be
a
good
idea
to
replace
it
with
another
message
or
perhaps
a
deep
link.
We
thought
it
might
go
away
once
we
had
installed
and
logged
into
the
app…
All
of
Pinterest’s
emails
had
this
reminder
of
their
mobile
app.
Great
way
to
get
users
to
engage
on
another
channel.

50. Email
Takeaways
©2015
Iterable,
Inc.
All
rights
reserved 50
• Pinterest
has
done
a
good
job
personalizing
the
content
of
all
emails
• Replacing
“Get
the
app”
message
with
a
more
useful
message/link
for
mobile
users
could
be
significant
• All
their
emails
are
well
structured
and
attractive

51. Overall
Pinterest
User
Engagement
Takeaways
©2015
Iterable,
Inc.
All
rights
reserved 51
• Great
job
overall
and
a
great
model
for
other
B2C
companies
• Pretty
good
cross-­‐channel
engagement,
but
not
“great”
yet
• As
e-­‐commerce
(buyable
pins)
becomes
more
important
for
Pinterest,
it
will
be
interesting
to
see
how
their
engagement
evolves

52. 52©2015
Iterable,
Inc.
All
rights
reserved
If
you
liked
this
teardown,
you
may
enjoy
the
others:
View
them
and
sign
up
for
notifications
of
future
teardowns:
iterable.com/teardown

53. Request
an
Iterable
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
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teardown
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