Dollar Shave Club’s Billion Dollar User Engagement

User Engagement Teardown

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A Quick Word on

• Iterable is a Growth Marketing and User Engagement Platform

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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.

• 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?

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

On to the “User Engagement Timeline”…

Message

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:

Message TypeActivity TypeBlast TransactionalTriggered

Push notification

Twitter Instagram YouTube

Message

… 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:

Push notification

Message

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

Push notification

So let’s look at DSC’s user engagement…

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

Facebook

Days fromstart:

Added2itemstocart

FollowedonTwitter,Facebook,Instagram,Google+, YouTube,

Downloaded iOSapp

Push notification

ClickedAbandonemail

Browsed siteBrowsed site

W W W WA R

Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA R

First welcome email arrived 5 days after initial sign up.

Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA R

It was followed up by 4 more emails encouraging us to engage.Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA R

We got a single push notification throughout.

Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA R

We chose our set right away and put it in the cart, but didn’t finalize the purchase.

Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA R

An abandoned cart message came 2 days later.

Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA R

On day 11 we saw the items were still in our cart. So we added more items…

Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA R

… but got no additional reminders.Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA R

Only 1 blast campaign came throughout the entire period.

Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA RWelcome email #4 included a 1-month free offer. We clicked through that email and purchased a plan.

Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA R

We got an order confirmation immediately and a shipping email came a few days later

(after day 21).

Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA RDSC’s social media was very regular, with one post to each major platform almost every single

Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA RThey also posted 8 FAQ videos on Day 12.

Message

Browsed site

Addeditemtocart

Madeanaccount

Browsed site

Clickedonemail

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90

Facebook

Days fromstart:

Added2itemstocart

Downloaded iOSapp

Push notification

ClickedAbandonemail

W W W WA R

While social was coordinated across platforms, none of it was coordinated with emails or push.

Message

Now, let’s look at some messaging.

ThisisthewelcomeseriesfromDollarShaveClub.

Nicelycoordinatedexperience.

Beautifulimageryandgraphics.

Simple calls-to-action.

Theserieshitonalltheimportantbranddifferentiatorsincluding:• Price

Theserieshitonalltheimportantbranddifferentiatorsincluding:• Price• Convenience

Theserieshitonalltheimportantbranddifferentiatorsincluding:• Price• Convenience• Productfeatures

Theserieshitonalltheimportantbranddifferentiatorsincluding:• Price• Convenience• Productfeatures• Emotionalappeal

Theyevenincludedanoffercodetoconvinceustotryabladeplan.

Afterreceivingthewelcomeserieswefeltlikewehadareallygoodunderstandingoftheservice.

Great job!

Thisistheshoppingcartabandonmentmessage.

Butweonlyknewthatfromthesubjectline:“Wheredidyougo?”

Matchesthedesignoftheotheremails.

Displaysexactlywhatyoucanexpectinyourfirstboxifyoupurchase.

Butit’snotpersonalizedbasedontheitemsinourcart.

Transactionalemailsmatchedthedesignofallotheremails.

Orderconfirmationincludedacustomizedlinktosharewithfriendsandgetcredit.

Aswellasalinktothepreferencecenter.

Loved the package tracking feature included in the shipping email.

Shipping email also included links to download the mobile apps.

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

Messaging Frequency

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.

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.

Bonus: Post-Teardown Observations

• 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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