dollar shave club’s billion dollar user engagement
TRANSCRIPT
User Engagement Teardown
©2016Iterable,Inc.Allrightsreserved
Make sure to watch full screen!Press this button
©2016Iterable,Inc.Allrightsreserved
A Quick Word on
• Iterable is a Growth Marketing and User Engagement Platform
• Check out case studies on Dot & Bo and Rocksbox, two e-commerce customers using Iterable: iterable.com/ecommerce
• Any recommendations made can be implemented with Iterable. You can see our other teardowns at: iterable.com/teardown
©2016Iterable,Inc.Allrightsreserved
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.
©2016Iterable,Inc.Allrightsreserved
• E-commerce brand for razors and shaving supplies• Subscription-based business model• Founded in 2011• Touts authentic brand through casual and humorous language• Acquired by Unilever for $1B (July 2016). Congratulations!!
How are they engaging shoppers?
©2016Iterable,Inc.Allrightsreserved
What We Did
• Created an account, downloaded app, subscribed to emails/push• Put items in cart from website and the app• Clicked on a few emails and push notifications, browsed site• Converted (completed purchase)• Tracked social media engagement• Analyzed all messages we received over 21 days
©2016Iterable,Inc.Allrightsreserved
On to the “User Engagement Timeline”…
©2016Iterable,Inc.Allrightsreserved
Message
sU
ser
Act
ivity
The User Engagement Timeline
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 90Days fromstart:
8
Message TypeActivity TypeBlast TransactionalTriggered
Facebook©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Push notification
Twitter Instagram YouTube
Message
sU
ser
Act
ivity
The User Engagement Timeline
We’ll show you what we (the user or shopper) did here on both mobile and desktop…
… and the messages and social media posts here
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90Days fromstart:
9
Message TypeActivity TypeBlast TransactionalTriggered
Facebook©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Push notification
Twitter Instagram YouTube
Message
sU
ser
Act
ivity
The User Engagement Timeline
We’ll show you what we (the user or shopper) did here on both mobile and desktop…
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 90Days fromstart:
… and the messages and social media posts here
10
Message TypeActivity TypeBlast TransactionalTriggered
Facebook©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Push notification
Twitter Instagram YouTube
So let’s look at DSC’s user engagement…
©2016Iterable,Inc.Allrightsreserved
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
12
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA R
Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
13
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA R
First welcome email arrived 5 days after initial sign up.
Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
14
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA R
It was followed up by 4 more emails encouraging us to engage.Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
15
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA R
We got a single push notification throughout.
Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
16
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA R
We chose our set right away and put it in the cart, but didn’t finalize the purchase.
Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
17
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA R
An abandoned cart message came 2 days later.
Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
18
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA R
On day 11 we saw the items were still in our cart. So we added more items…
Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
19
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA R
… but got no additional reminders.Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
20
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA R
Only 1 blast campaign came throughout the entire period.
Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
21
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA RWelcome email #4 included a 1-month free offer. We clicked through that email and purchased a plan.
Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
22
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA R
We got an order confirmation immediately and a shipping email came a few days later
(after day 21).
Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
23
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA RDSC’s social media was very regular, with one post to each major platform almost every single
day.
Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
24
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA RThey also posted 8 FAQ videos on Day 12.
Message
sU
ser
Act
ivity
Browsed site
Visitedapp(iOSandAndroid)
Addeditemtocart
Completed transaction
Madeanaccount
Downloaded Androidapp
Browsed site
Clickedonemail
User Engagement TimelineTheChosefirstset
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
25
Message TypeActivity TypeBlast TransactionalTriggered
Days fromstart:
©2016Iterable,Inc.AllrightsreservedDesktop Mobile
Added2itemstocart
FollowedonTwitter,Facebook,Instagram,Google+, YouTube,
Downloaded iOSapp
Push notification
ClickedAbandonemail
Browsed siteBrowsed site
Visitedapp(iOSandAndroid)
W
Twitter Instagram YouTube
2
2
8
W W W WA R
While social was coordinated across platforms, none of it was coordinated with emails or push.
Message
sU
ser
Act
ivity
Now, let’s look at some messaging.
©2016Iterable,Inc.Allrightsreserved
©2016Iterable,Inc.Allrightsreserved
©2016Iterable,Inc.Allrightsreserved
ThisisthewelcomeseriesfromDollarShaveClub.
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Nicelycoordinatedexperience.
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Nicelycoordinatedexperience.
Beautifulimageryandgraphics.
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Nicelycoordinatedexperience.
Beautifulimageryandgraphics.
Simple calls-to-action.
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Theserieshitonalltheimportantbranddifferentiatorsincluding:• Price
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Theserieshitonalltheimportantbranddifferentiatorsincluding:• Price• Convenience
©2016Iterable,Inc.Allrightsreserved
Theserieshitonalltheimportantbranddifferentiatorsincluding:• Price• Convenience• Productfeatures
©2016Iterable,Inc.Allrightsreserved
Theserieshitonalltheimportantbranddifferentiatorsincluding:• Price• Convenience• Productfeatures• Emotionalappeal
©2016Iterable,Inc.Allrightsreserved
Theyevenincludedanoffercodetoconvinceustotryabladeplan.
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Afterreceivingthewelcomeserieswefeltlikewehadareallygoodunderstandingoftheservice.
Great job!
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©2016Iterable,Inc.Allrightsreserved
Thisistheshoppingcartabandonmentmessage.
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Thisistheshoppingcartabandonmentmessage.
Butweonlyknewthatfromthesubjectline:“Wheredidyougo?”
©2016Iterable,Inc.Allrightsreserved
Thisistheshoppingcartabandonmentmessage.
Butweonlyknewthatfromthesubjectline:“Wheredidyougo?”
Matchesthedesignoftheotheremails.
©2016Iterable,Inc.Allrightsreserved
Thisistheshoppingcartabandonmentmessage.
Butweonlyknewthatfromthesubjectline:“Wheredidyougo?”
Matchesthedesignoftheotheremails.
Displaysexactlywhatyoucanexpectinyourfirstboxifyoupurchase.
©2016Iterable,Inc.Allrightsreserved
Thisistheshoppingcartabandonmentmessage.
Butweonlyknewthatfromthesubjectline:“Wheredidyougo?”
Matchesthedesignoftheotheremails.
Displaysexactlywhatyoucanexpectinyourfirstboxifyoupurchase.
Butit’snotpersonalizedbasedontheitemsinourcart.
©2016Iterable,Inc.Allrightsreserved
©2016Iterable,Inc.Allrightsreserved
Transactionalemailsmatchedthedesignofallotheremails.
©2016Iterable,Inc.Allrightsreserved
Transactionalemailsmatchedthedesignofallotheremails.
Orderconfirmationincludedacustomizedlinktosharewithfriendsandgetcredit.
©2016Iterable,Inc.Allrightsreserved
Transactionalemailsmatchedthedesignofallotheremails.
Orderconfirmationincludedacustomizedlinktosharewithfriendsandgetcredit.
Aswellasalinktothepreferencecenter.
©2016Iterable,Inc.Allrightsreserved
Transactionalemailsmatchedthedesignofallotheremails.
Orderconfirmationincludedacustomizedlinktosharewithfriendsandgetcredit.
Aswellasalinktothepreferencecenter.
Loved the package tracking feature included in the shipping email.
©2016Iterable,Inc.Allrightsreserved
Transactionalemailsmatchedthedesignofallotheremails.
Orderconfirmationincludedacustomizedlinktosharewithfriendsandgetcredit.
Aswellasalinktothepreferencecenter.
Loved the package tracking feature included in the shipping email.
Shipping email also included links to download the mobile apps.
©2016Iterable,Inc.Allrightsreserved
Great addition of Bathroom Minutes (blog content) in both the order confirmation and shipping emails.
Transactional emails can have up to 20 percent relevant promotional content and they did a good
job.
Messaging Frequency
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Frequency of Email Frequency of Push Frequency of Social Media
8 in 21 days 1 in 21 days 21 days out of 21
• Email frequency was reasonable, but could have been higher.
• Push seems underutilized. Lots of potential for more in coordination with email (and social media).
• Social media content served as a regular reminder of the brand.
Other Takeaways
• All emails came from “Dollar Shave Club”. Great for consistency.
• Beautiful on desktop. Looked fine on mobile, though not optimized.
• Casual and approachable language, and even humor.
• We noticed lots of paid promotion through display and social media during these days. Retargeting is definitely one of their strategies.
• No engagement based on behavioral data, other than the one shopping cart abandonment message.
©2016Iterable,Inc.Allrightsreserved
Suggestions
• Beef up the shopping cart abandonment campaign and other triggered/behavioral messages.
• Personalize content to encourage conversions.
• Push notifications could play a much larger, coordinated role.
• Great social media presence, would be great to coordinate with messaging.
©2016Iterable,Inc.Allrightsreserved
Bonus: Post-Teardown Observations
©2016Iterable,Inc.Allrightsreserved
• After the initial 21 days, we’ve only received 2 more messages: the shipment notification and a confirmation of our service pause.
• While engagement was good in the 21 days (e.g., welcome series), it has been very spare since.
• Big opportunity for better ongoing engagement.
• Huge opportunity for a re-activation campaign given that we are a ”lapsed” customer!
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