The document analyzes the user engagement strategies of Peet's Coffee & Tea over a 21-day period. It shows that the user received a welcome email but no additional messages in a welcome series. It also notes that the coffee roast emails and social media posts lacked variety and were often very similar. While there was some coordination between email and social media around holidays, most messages were generic blasts without personalization. The analysis suggests testing sending messages at different times of day to improve engagement.

1. User Engagement Teardown
©2016 Iterable, Inc. All rights reserved

2. Make sure to watch full screen!
Press this button
©2016 Iterable, Inc. All rights reserved

3. A Quick Word on
• Iterable is a consumer Growth Marketing Platform
• Check out case studies on Dot & Bo and Rocksbox, customers
using Iterable for user engagement: iterable.com/ecommerce
• Any recommendations made can be implemented with Iterable.
You can see our other teardowns at: iterable.com/teardown
©2016 Iterable, Inc. All rights reserved

4. What is a “User Engagement Teardown?”
• Analyze a brand’s user engagement over 3 weeks post-signup
• Constructive evaluation and feedback
• All types of B2C: e-commerce, marketplaces, media, etc.
©2016 Iterable, Inc. All rights reserved

5. • Peet’s Coffee & Tea and Starbucks are national brands with
retail locations across the U.S. and sell products online.
• Philz Coffee is a regional brand that recently secured expansion
funding
How are they engaging shoppers?
©2016 Iterable, Inc. All rights reserved

6. What We Did (1/2)
• Created an account and downloaded mobile apps
• Subscribed to emails and push notifications
• Put items in cart from website and the apps, but didn’t check out
• Clicked on a few emails and push notifications
• Browsed the site periodically
• Analyzed all messages we received over 21 days
©2016 Iterable, Inc. All rights reserved

7. What We Did (2/2)
New to the teardowns: we tracked social media engagement.
Growth Marketing is about more than just email /push.
Brands should strive to give users a coordinated, holistic
experience.
©2016 Iterable, Inc. All rights reserved

8. On to the “User Engagement Timeline”…
©2016 Iterable, Inc. All rights reserved

9. ©2016 Iterable, Inc. All rights reserved 9
MessagesUserActivity
Message Type
Desktop
Activity Type
Mobile
The User Engagement Timeline
Blast
Transactional
Triggered
Push notification
Social
We’ll show you what we (the user or shopper) did here
on both mobile and desktop…
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Days from
start:

10. ©2016 Iterable, Inc. All rights reserved 10
MessagesUserActivity
Message TypeActivity Type
The User Engagement Timeline
Blast
Transactional
Triggered
Push notification
Social
We’ll show you what we (the user or shopper) did here
on both mobile and desktop…
… and the engagement from each brand here.
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Days from
start:
Desktop Mobile

11. 11
MessagesUserActivity
Message TypeActivity Type
The User Engagement Timeline
Blast
Transactional
Triggered
Push notification
Social
We’ll show you what we (the user or shopper) did here
on both mobile and desktop…
… and the engagement from each brand here.
Activities and message types are
color coded as shown in this key.
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Days from
start:
©2016 Iterable, Inc. All rights reserved Desktop Mobile

12. Made an account
Tried to find mobile app Browsed site
Added 1 item to cart
User Engagement TimelineThe
Welcome PeaberryBig
Kahuna
Perfect
Cup
St.
Patrick’s
Abandon
Signed up for emails Browsed site
Added 1 item to cart
Big
Kahuna
Big
Kahuna
Subscribe
FB FB
TW
IG
FB
TW
IG
FB
TW
IG
FB
TW
Followed on Twitter,
Facebook and Instagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
12
Message TypeActivity Type
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
©2016 Iterable, Inc. All rights reserved Desktop Mobile
FB
TW
IG

13. Made an account
Tried to find mobile app Browsed site
Added 1 item to cart
Welcome PeaberryBig
Kahuna
Perfect
Cup
St.
Patrick’s
Abandon
Signed up for emails Browsed site
Added 1 item to cart
Big
Kahuna
Big
Kahuna
Subscribe
FB FB
TW
IG
FB
TW
IG
FB
TW
IG
FB
TW
Followed on Twitter,
Facebook and Instagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
13
Message TypeActivity Type
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
User Engagement TimelineThe
©2016 Iterable, Inc. All rights reserved Desktop Mobile
Couldn’t find an iOS or Android app, so the actions indicated as
mobile are on Peets.com using the Chrome mobile browser.
FB
TW
IG

14. Made an account
Tried to find mobile app Browsed site
Added 1 item to cart
Welcome PeaberryBig
Kahuna
Perfect
Cup
St.
Patrick’s
Abandon
Signed up for emails Browsed site
Added 1 item to cart
Big
Kahuna
Big
Kahuna
Subscribe
FB FB
TW
IG
FB
TW
IG
FB
TW
IG
FB
TW
Followed on Twitter,
Facebook and Instagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Great welcome email, but no additional
engagement via a welcome series.
Peaberry
14
Message TypeActivity Type
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
User Engagement TimelineThe
©2016 Iterable, Inc. All rights reserved Desktop Mobile
FB
TW
IG

15. Made an account
Tried to find mobile app Browsed site
Added 1 item to cart
Welcome PeaberryBig
Kahuna
Perfect
Cup
St.
Patrick’s
Abandon
Signed up for emails Browsed site
Added 1 item to cart
Big
Kahuna
Big
Kahuna
Subscribe
FB FB
TW
IG
FB
TW
IG
FB
TW
IG
FB
TW
Followed on Twitter,
Facebook and Instagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
15
Message TypeActivity Type
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
User Engagement TimelineThe
©2016 Iterable, Inc. All rights reserved Desktop Mobile
FB
TW
IG
The only other triggered interaction we
received was an abandoned cart reminder via
email.

16. Made an account
Tried to find mobile app Browsed site
Added 1 item to cart
Welcome PeaberryBig
Kahuna
Perfect
Cup
St.
Patrick’s
Abandon
Signed up for emails Browsed site
Added 1 item to cart
Big
Kahuna
Big
Kahuna
Subscribe
FB FB
TW
IG
FB
TW
IG
FB
TW
IG
FB
TW
Followed on Twitter,
Facebook and Instagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
The Big Kahuna roast emails were almost identical.
Peaberry
16
Message TypeActivity Type
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
User Engagement TimelineThe
©2016 Iterable, Inc. All rights reserved Desktop Mobile
FB
TW
IG

17. Made an account
Tried to find mobile app Browsed site
Added 1 item to cart
Welcome PeaberryBig
Kahuna
Perfect
Cup
St.
Patrick’s
Abandon
Signed up for emails Browsed site
Added 1 item to cart
Big
Kahuna
Big
Kahuna
Subscribe
FB FB
TW
IG
FB
TW
IG
FB
TW
IG
FB
TW
Followed on Twitter,
Facebook and Instagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Same with the Peaberry emails.
Peaberry
17
Message TypeActivity Type
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
User Engagement TimelineThe
©2016 Iterable, Inc. All rights reserved Desktop Mobile
FB
TW
IG

18. Made an account
Tried to find mobile app Browsed site
Added 1 item to cart
Welcome PeaberryBig
Kahuna
Perfect
Cup
St.
Patrick’s
Abandon
Signed up for emails Browsed site
Added 1 item to cart
Big
Kahuna
Big
Kahuna
Subscribe
FB FB
TW
IG
FB
TW
IG
FB
TW
IG
FB
TW
Followed on Twitter,
Facebook and Instagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
No engagement during large chunks of time
mostly centered around the weekends.
Peaberry
18
Message TypeActivity Type
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
User Engagement TimelineThe
©2016 Iterable, Inc. All rights reserved Desktop Mobile
FB
TW
IG

19. Made an account
Tried to find mobile app Browsed site
Added 1 item to cart
User Engagement TimelineThe
Welcome PeaberryBig
Kahuna
Perfect
Cup
St.
Patrick’s
Abandon
Signed up for emails Browsed site
Added 1 item to cart
Big
Kahuna
Big
Kahuna
Subscribe
FB FB
TW
IG
FB
TW
IG
FB
TW
IG
FB
TW
Followed on Twitter,
Facebook and Instagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
19
Message TypeActivity Type
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
©2016 Iterable, Inc. All rights reserved
Engagement on social media was
sparse and irregular.
Desktop Mobile
FB
TW
IG

20. Made an account
Tried to find mobile app Browsed site
Added 1 item to cart
User Engagement TimelineThe
Welcome PeaberryBig
Kahuna
Perfect
Cup
St.
Patrick’s
Abandon
Signed up for emails Browsed site
Added 1 item to cart
Big
Kahuna
Big
Kahuna
Subscribe
FB
TW
IG
FB FB
TW
IG
FB
TW
IG
FB
TW
IG
FB
TW
Followed on Twitter,
Facebook and Instagram
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
20
Message TypeActivity Type
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
©2016 Iterable, Inc. All rights reserved
Occasionally coordinated messaging
in email and social media.
Desktop Mobile

21. Now, let’s look at some messages from
Peet’s.
©2016 Iterable, Inc. All rights reserved

22. ©2016 Iterable, Inc. All rights reserved
Menu bar at the top of every email is consistent
and makes for an easy user experience.

23. ©2016 Iterable, Inc. All rights reserved
Messaging is repeated multiple times, can
sometimes feel repetitive. This happens here…

24. ©2016 Iterable, Inc. All rights reserved
…and here...

25. ©2016 Iterable, Inc. All rights reserved
…and here.

26. ©2016 Iterable, Inc. All rights reserved

27. ©2016 Iterable, Inc. All rights reserved
Timely language for St. Patrick’s Day is
coordinated across social channels.

28. ©2016 Iterable, Inc. All rights reserved
But the email is significantly different and not that
coordinated… Opportunity to use “Caramel Latte’s got
us feeling lucky” in subject line or copy.

29. Takeaways from Peet’s
• Great welcome email, but there is potential for a great series.
• Almost all messages were blasts without any personalization.
• Some early coordination across email and social is a great sign.
• Timing varied (all times of day and night). It might be worth
testing to see if certain times have better results.
• Emails could be optimized for mobile with a responsive
template.
©2016 Iterable, Inc. All rights reserved

30. Switching gears to the Starbucks timeline…
©2016 Iterable, Inc. All rights reserved

31. Made an account
Downloaded Android
app Browsed site
Added 1 item to cart
User Engagement TimelineThe
Welcome (1) Rewards
Gold (3)
Rewards
Intro (2)
Abandon
Signed up for emails
Browsed siteAdded 1 item to cart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Rewards
Free Drink (4)
2 TW
FB
2 LI
4 TW
FB
IG
5 TW
FB
IG
LI
2 TW
IG
2 LI
YT
TW
IG
YT
TW
FB
IG
Followed on Twitter,
Facebook, Instagram,
LinkedIn, Pinterest, and
YouTube
Downloaded iPad app
Loaded
card, made
purchase
Order beta
Rewards
Ways to Pay (5)
Rewards
Reload (6)
2 TW TW
IG
TW
IG
TW
IG
TW
IG
4 TW
FB
IG
YT
2 TW
IG
TW
FB
IG
2 TW
IG
3 TW
IG
IG 2 TW
IG
Chill Pay like a
pro
Happy
Monday
In a hurry
31
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
©2016 Iterable, Inc. All rights reserved

32. Made an account
Downloaded Android
app Browsed site
Added 1 item to cart
Rewards
Intro
Abandon
Signed up for emails
Browsed siteAdded 1 item to cart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
2 TW
FB
2 LI
4 TW
FB
IG
5 TW
FB
IG
LI
2 TW
IG
2 LI
YT
TW
IG
YT
TW
FB
IG
Followed on Twitter,
Facebook, Instagram,
LinkedIn, Pinterest, and
YouTube
Downloaded iPad app
Loaded
card, made
purchase
Order beta
2 TW TW
IG
TW
IG
TW
IG
TW
IG
4 TW
FB
IG
YT
2 TW
IG
TW
FB
IG
2 TW
IG
3 TW
IG
IG 2 TW
IG
Chill Pay like a
pro
Happy
Monday
In a hurry
The first email we got was a double opt-in
request as well as the welcome email.
32
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
User Engagement TimelineThe
©2016 Iterable, Inc. All rights reserved
Welcome (1) Rewards
Gold (3)
Rewards
Free Drink (4)
Rewards
Ways to Pay (5)
Rewards
Reload (6)

33. Made an account
Downloaded Android
app Browsed site
Added 1 item to cart
Signed up for emails
Browsed siteAdded 1 item to cart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
2 TW
FB
2 LI
4 TW
FB
IG
5 TW
FB
IG
LI
2 TW
IG
2 LI
YT
TW
IG
YT
TW
FB
IG
Followed on Twitter,
Facebook, Instagram,
LinkedIn, Pinterest, and
YouTube
Downloaded iPad app
Loaded
card, made
purchase
Order beta
2 TW TW
IG
TW
IG
TW
IG
TW
IG
4 TW
FB
IG
YT
2 TW
IG
TW
FB
IG
2 TW
IG
3 TW
IG
IG 2 TW
IG
Chill Pay like a
pro
Happy
Monday
In a hurry
These emails seem to be a triggered welcome
series, and not general blast emails.
33
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
User Engagement TimelineThe
©2016 Iterable, Inc. All rights reserved
Welcome (1) Rewards
Gold (3)
Rewards
Intro (2)
Abandon Rewards
Free Drink (4)
Rewards
Ways to Pay (5)
Rewards
Reload (6)

34. Made an account
Downloaded Android
app Browsed site
Added 1 item to cart
User Engagement TimelineThe
Signed up for emails
Browsed siteAdded 1 item to cart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
2 TW
FB
2 LI
4 TW
FB
IG
5 TW
FB
IG
LI
2 TW
IG
2 LI
YT
TW
IG
YT
TW
FB
IG
Followed on Twitter,
Facebook, Instagram,
LinkedIn, Pinterest, and
YouTube
Downloaded iPad app
Loaded
card, made
purchase
Order beta
2 TW TW
IG
TW
IG
TW
IG
TW
IG
4 TW
FB
IG
YT
2 TW
IG
TW
FB
IG
2 TW
IG
3 TW
IG
IG 2 TW
IG
Chill Pay like a
pro
Happy
Monday
In a hurry
34
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
©2016 Iterable, Inc. All rights reserved
No content in any of the touchpoints were related to products or sales.
Welcome (1) Rewards
Gold (3)
Rewards
Intro (2)
Abandon Rewards
Free Drink (4)
Rewards
Ways to Pay (5)
Rewards
Reload (6)

35. Made an account
Downloaded Android
app Browsed site
Added 1 item to cart
Signed up for emails
Browsed siteAdded 1 item to cart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
2 TW
FB
2 LI
4 TW
FB
IG
5 TW
FB
IG
LI
2 TW
IG
2 LI
YT
TW
IG
YT
TW
FB
IG
Followed on Twitter,
Facebook, Instagram,
LinkedIn, Pinterest, and
YouTube
Downloaded iPad app
Loaded
card, made
purchase
Order beta
2 TW TW
IG
TW
IG
TW
IG
TW
IG
4 TW
FB
IG
YT
2 TW
IG
TW
FB
IG
2 TW
IG
3 TW
IG
IG 2 TW
IG
Chill Pay like a
pro
Happy
Monday
In a hurry
Push notifications also stored in in-app message
center, for easy reference at a later time.
35
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
User Engagement TimelineThe
©2016 Iterable, Inc. All rights reserved
Welcome (1) Rewards
Gold (3)
Rewards
Intro (2)
Abandon Rewards
Free Drink (4)
Rewards
Ways to Pay (5)
Rewards
Reload (6)

36. Made an account
Downloaded Android
app Browsed site
Added 1 item to cart
Signed up for emails
Browsed siteAdded 1 item to cart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
2 TW
FB
2 LI
4 TW
FB
IG
5 TW
FB
IG
LI
2 TW
IG
2 LI
YT
TW
IG
YT
TW
FB
IG
Followed on Twitter,
Facebook, Instagram,
LinkedIn, Pinterest, and
YouTube
Downloaded iPad app
Loaded
card, made
purchase
Order beta
2 TW TW
IG
TW
IG
TW
IG
TW
IG
4 TW
FB
IG
YT
2 TW
IG
TW
FB
IG
2 TW
IG
3 TW
IG
IG 2 TW
IG
Chill Pay like a
pro
Happy
Monday
In a hurry
Almost all social media messaging was
coordinated…
36
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
User Engagement TimelineThe
©2016 Iterable, Inc. All rights reserved
Welcome (1) Rewards
Gold (3)
Rewards
Intro (2)
Abandon Rewards
Free Drink (4)
Rewards
Ways to Pay (5)
Rewards
Reload (6)

37. Made an account
Downloaded Android
app Browsed site
Added 1 item to cart
Rewards
Intro
Signed up for emails
Browsed siteAdded 1 item to cart
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
2 TW
FB
2 LI
4 TW
FB
IG
5 TW
FB
IG
LI
2 TW
IG
2 LI
YT
TW
IG
YT
TW
FB
IG
Followed on Twitter,
Facebook, Instagram,
LinkedIn, Pinterest, and
YouTube
Downloaded iPad app
Loaded
card, made
purchase
Order beta
2 TW TW
IG
TW
IG
TW
IG
TW
IG
4 TW
FB
IG
YT
2 TW
IG
TW
FB
IG
2 TW
IG
3 TW
IG
IG 2 TW
IG
Chill Pay like a
pro
Happy
Monday
In a hurry
37
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
User Engagement TimelineThe
©2016 Iterable, Inc. All rights reserved
Welcome (1) Rewards
Gold (3)
Rewards
Intro (2)
Abandon Rewards
Free Drink (4)
Rewards
Ways to Pay (5)
Rewards
Reload (6)…But only rarely with other engagement
channels like email and push notifications.

38. Now, let’s look at some messages from
Starbucks.
©2016 Iterable, Inc. All rights reserved

39. ©2016 Iterable, Inc. All rights reserved
Emails from “Starbucks Coffee Company,” “Starbucks
Store,” “(My) Starbucks Rewards,” could be confusing.

40. ©2016 Iterable, Inc. All rights reserved
Emails from “Starbucks Coffee Company,” “Starbucks
Store,” “(My) Starbucks Rewards,” could be confusing.
Subject lines do not include attention-grabbing
language, emojis or call capital letters for emphasis.

41. ©2016 Iterable, Inc. All rights reserved
Great visuals and charming language.

42. ©2016 Iterable, Inc. All rights reserved
Great visuals and charming language.
Great reminders about the preference center
and refer a friend link.

43. ©2016 Iterable, Inc. All rights reserved
Great visuals and charming language.
Great reminders about the preference center
and refer a friend link.
All emails are mobile-optimized but sometimes
they look awkward on desktop.

44. Great visuals and charming language.
Great reminders about the preference center
and refer a friend link.
All emails are mobile-optimized but sometimes
they look awkward on desktop.
Emails had some personalization.
©2016 Iterable, Inc. All rights reserved

45. Great visuals and charming
language in push notifications.
©2016 Iterable, Inc. All rights reserved

46. Great visuals and charming
language in push notifications.
Simple and easy to follow
instructions for use on the go.
©2016 Iterable, Inc. All rights reserved

47. Great visuals and charming
language in push notifications.
Simple and easy to follow
instructions for use on the go.
Call-to-action is physical, never
digital (e.g. a link to order ahead)
©2016 Iterable, Inc. All rights reserved

48. Starbucks Takeaways
• Great engagement on social media including seasonal imagery.
• Transactional emails could include messaging about
promotions.
• No engagement based on behavioral data, other than shopping
cart abandonment.
• Welcome series could include some messages over SMS.
• Coordination between email/push and social could be taken up
a notch.
©2016 Iterable, Inc. All rights reserved

49. What about a smaller brand like Philz?
©2016 Iterable, Inc. All rights reserved

50. Looked for mobile app Browsed site
Added 1 item to cart
User Engagement TimelineThe
Welcome
Signed up for emails Browsed site
Added 1 item to cart
Sweet
Treat
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
50
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
©2016 Iterable, Inc. All rights reserved
TW
FB
IG
TW
FB
IG
TW
FB
IG
FB TW
FB
LI
TW
FB
IG
LI
TW
IG
LI
TW TW TW
IG
LI

51. Looked for mobile app Browsed site
Added 1 item to cart
User Engagement TimelineThe
Welcome
Signed up for emails Browsed site
Added 1 item to cart
Sweet
Treat
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
51
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
©2016 Iterable, Inc. All rights reserved
TW
FB
IG
TW
FB
IG
TW
FB
IG
FB TW
FB
LI
TW
FB
IG
LI
TW
IG
LI
TW TW TW
IG
LI
Welcome email was a double opt-in
verification. But only one email in the series.

52. Looked for mobile app Browsed site
Added 1 item to cart
User Engagement TimelineThe
Welcome
Signed up for emails Browsed site
Added 1 item to cart
Sweet
Treat
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
52
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
©2016 Iterable, Inc. All rights reserved
No engagement after we abandoned
items in our shopping cart.
TW
FB
IG
TW
FB
IG
TW
FB
IG
FB TW
FB
LI
TW
FB
IG
LI
TW
IG
LI
TW TW TW
IG
LI

53. Looked for mobile app Browsed site
Added 1 item to cart
User Engagement TimelineThe
Welcome
Signed up for emails Browsed site
Added 1 item to cart
Sweet
Treat
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
53
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
©2016 Iterable, Inc. All rights reserved
TW
FB
IG
TW
FB
IG
TW
FB
IG
FB TW
FB
LI
TW
FB
IG
LI
TW
IG
LI
TW TW TW
IG
LI
We clicked on the email on both desktop
and mobile and browsed around the site.

54. Looked for mobile app Browsed site
Added 1 item to cart
User Engagement TimelineThe
Welcome
Signed up for emails Browsed site
Added 1 item to cart
Sweet
Treat
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
54
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
©2016 Iterable, Inc. All rights reserved
…But we never recieved any
additional engagement.
TW
FB
IG
TW
FB
IG
TW
FB
IG
FB TW
FB
LI
TW
FB
IG
LI
TW
IG
LI
TW TW TW
IG
LI

55. Looked for mobile app Browsed site
Added 1 item to cart
User Engagement TimelineThe
Welcome
Signed up for emails Browsed site
Added 1 item to cart
Sweet
Treat
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
55
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
MessagesUserActivity
Days from
start:
©2016 Iterable, Inc. All rights reserved
Significantly more engagement on social media than email.
TW
FB
IG
TW
FB
IG
TW
FB
IG
FB TW
FB
LI
TW
FB
IG
LI
TW
IG
LI
TW TW TW
IG
LI

56. Let’s look at the one message from Philz.
©2016 Iterable, Inc. All rights reserved

57. ©2016 Iterable, Inc. All rights reserved
Big beautiful image, one simple call to action.

58. ©2016 Iterable, Inc. All rights reserved
Big beautiful image, one simple call to action.
Not personalized, blast email.

59. Big beautiful image, one simple call to action.
Not personalized, blast email.
Great links to other content.
©2016 Iterable, Inc. All rights reserved

60. Philz Takeaways
• Current visual and copy is great, but could test increased frequency
for better conversion rate.
• Social media posts include product images and get nice engagement.
• No coordination between the two.
• Could test engagement with a mobile app or SMS.
©2016 Iterable, Inc. All rights reserved

61. Now, let’s compare and contrast…
©2016 Iterable, Inc. All rights reserved

62. User Engagement Timeline Comparison - Email
Welcome PeaberryBig
Kahuna
Perfect
Cup
St.
Patrick’s
Abandon Big
Kahuna
Big
Kahuna
Subscribe
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
62
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
Days from
start:
Welcome Rewards
Gold
Rewards
Intro
Abandon Rewards
Free Drink
Rewards
Ways to Pay
Rewards
Reload
©2016 Iterable, Inc. All rights reserved
Welcome Sweet
Treat

63. User Engagement Timeline Comparison - Email
Welcome PeaberryBig
Kahuna
Perfect
Cup
St.
Patrick’s
Abandon Big
Kahuna
Big
Kahuna
Subscribe
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
63
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
Days from
start:
Welcome Rewards
Gold
Rewards
Intro
Abandon Rewards
Free Drink
Rewards
Ways to Pay
Rewards
Reload
Here are the emails sent by each brand.
©2016 Iterable, Inc. All rights reserved
Welcome Sweet
Treat

64. User Engagement Timeline Comparison - Email
Welcome PeaberryBig
Kahuna
Perfect
Cup
St.
Patrick’s
Abandon Big
Kahuna
Big
Kahuna
Subscribe
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Peaberry
64
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
Days from
start:
Welcome Rewards
Gold
Rewards
Intro
Abandon Rewards
Free Drink
Rewards
Ways to Pay
Rewards
Reload
Notice the differences in frequency between
blast (red) and triggered (yellow) messages.
©2016 Iterable, Inc. All rights reserved
Welcome Sweet
Treat

65. User Engagement Timeline Comparison - Social
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
65
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
Days from
start:
And here is the social
engagement for each brand.
©2016 Iterable, Inc. All rights reserved
FB FB
TW
IG
FB
TW
IG
FB
TW
IG
FB
TW
2 TW
FB
2 LI
4 TW
FB
IG
TW
IG
YT
TW
FB
IG
2 TW TW
IG
TW
IG
TW
IG
TW
IG
2 TW
IG
TW
FB
IG
2 TW
IG
3 TW
IG
IG 2 TW
IG
TW
FB
IG
TW
FB
IG
TW
FB
IG
FB TW
FB
LI
TW
FB
IG
LI
TW
IG
LI
TW TW TW
IG
LI
FB
TW
IG

66. User Engagement Timeline Comparison - Social
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
66
Message Type
Desktop
browser
Activity Type
Mobile
app
Blast
Transactional
Triggered
Push notification
Social
Days from
start:
©2016 Iterable, Inc. All rights reserved
FB FB
TW
IG
FB
TW
IG
FB
TW
IG
FB
TW
2 TW
FB
2 LI
4 TW
FB
IG
TW
IG
YT
TW
FB
IG
2 TW TW
IG
TW
IG
TW
IG
TW
IG
2 TW
IG
TW
FB
IG
2 TW
IG
3 TW
IG
IG 2 TW
IG
TW
FB
IG
TW
FB
IG
TW
FB
IG
FB TW
FB
LI
TW
FB
IG
LI
TW
IG
LI
TW TW TW
IG
LI
Starbucks is clearly the most consistent across email and
social.
Peet’s was less consistent in social.
Philz was weaker in email, but fairly active on social.
FB
TW
IG

67. Compare and Contrast: Frequency
©2016 Iterable, Inc. All rights reserved
Brand Frequency of Email Frequency of Push
Notification
Frequency of Social
Media
Peet’s 10 in 21 days N/A 6 days out of 21
Starbucks 7 in 21 days 4 in 21 days 18 days out of 21
Philz 2 in 21 days N/A 10 days out of 21
Starbucks had a generally higher frequency of engagement across
the board than Peet’s and Philz, but the strategies differed in the
content and channel.

68. All brands sent welcome emails…
©2016 Iterable, Inc. All rights reserved

69. ©2016 Iterable, Inc. All rights reserved

70. ©2016 Iterable, Inc. All rights reserved
Double opt-in for Starbucks and Philz.

71. ©2016 Iterable, Inc. All rights reserved
Double opt-in for Starbucks and Philz.
Great visuals and even a coupon in Peet’s.

72. ©2016 Iterable, Inc. All rights reserved
Double opt-in for Starbucks and Philz.
Great visuals and even a coupon in Peet’s.
Philz and Peet’s only sent one email.

73. ©2016 Iterable, Inc. All rights reserved
Double opt-in for Starbucks and Philz.
Great visuals and even a coupon in Peet’s.
Philz and Peet’s only sent one email.
Starbucks included a link to user’s preference center.

74. ©2016 Iterable, Inc. All rights reserved
Double opt-in for Starbucks and Philz.
Great visuals and even a coupon in Peet’s.
Philz and Peet’s only sent one email.
Starbucks included a link to user’s preference center.
All brands could round out welcome series with mobile
friendly emails, push notifications and SMS.

75. 2 of 3 brands sent shopping cart
abandonment reminders.
©2016 Iterable, Inc. All rights reserved

76. ©2016 Iterable, Inc. All rights reserved
Peet’s abandoned cart reminder came from “Customer Service”
instead of the usual “Peet’s Coffee & Tea.”
Starbucks’ abandoned cart reminder came from “Starbucks Store.”

77. ©2016 Iterable, Inc. All rights reserved
Peet’s included a promotional reminder and great visuals and personalization.

78. ©2016 Iterable, Inc. All rights reserved
Peet’s included a promotional reminder and great visuals and personalization.
Starbucks had a more casual subject line “Did you forget something?” versus “Abandon Cart Reminder” from Peet’s.

79. ©2016 Iterable, Inc. All rights reserved
Peet’s included a promotional reminder and great visuals and personalization.
Starbucks had a more casual subject line “Did you forget something?” versus “Abandon Cart Reminder” from Peet’s.
Starbucks included the actual product details in the email, versus just a link to view my cart.

80. ©2016 Iterable, Inc. All rights reserved
Peet’s included a promotional reminder and great visuals and personalization.
Starbucks had a more casual subject line “Did you forget something?” versus “Abandon Cart Reminder” from Peet’s.
Starbucks included the actual product details in the email, versus just a link to view my cart.
Neither was mobile friendly.

81. Email – Overall Suggestions
• A/B test timing and order of channels to increase conversions.
• Try out behavior-based triggered messaging.
• Test attention-grabbing subject lines with capitals and emojis.
• Coordinate across all channels including social media.
• SMS would be easy to implement with a platform that supports
multi-channel campaigns.
©2016 Iterable, Inc. All rights reserved

82. Overall Takeaways
• All three share high-quality visuals and charming language.
• All three brands send at least one welcome email, but
Starbucks had the most touchpoints by far.
• Shopping Cart Abandonment emails encourage conversions for
Peet’s and Starbucks.
• Good engagement for all 3 brands, but lots of room for
improvement!
©2016 Iterable, Inc. All rights reserved

83. If you liked this teardown, you’ll enjoy the others:
View them and sign up for notifications of future teardowns:
iterable.com/teardown
©2016 Iterable, Inc. All rights reserved

84. That’s it!
• Thank you for reading this User Engagement Teardown!
• Join the discussion! Use #UEteardown
• Download these and past teardown slides: iterable.com/teardown
Twitter.com/iterable
Facebook.com/iterable
YouTube.com/user/iterableTV
©2016 Iterable, Inc. All rights reserved