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User Engagement Teardown
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Iterable, Inc. All Rights Reserved 2
A Quick Word on Iterable
Iterable is a growth marketing and user engagement platform.
• Segment users, build workflows, automate touchpoints and test strategies at scale without engineering support.
• Everything you see here (and more) can be done with Iterable. You can see other teardowns at: iterable.com/teardown
Iterable, Inc. All Rights Reserved 3
What is a “User Engagement Teardown?”
We analyze an user engagement over a defined period post-signup.
• We offer constructive evaluation and feedback.
• We cover all types of B2C businesses: e-commerce, marketplaces, media, politics, etc.
Iterable, Inc. All Rights Reserved 4
Background on AMC and Alamo Drafthouse
AMC Theatres and Alamo Drafthouse are two leading movie theater chains in the U.S.
• AMC Theatres, founded in 1920, is the largest theater chain globally with over 661 U.S. theaters.
• Alamo Drafthouse, founded in 1997, has 25 locations in the U.S., most of which are in Texas.
Iterable, Inc. All Rights Reserved 5
What We Did
Signed up and received messages over 3 weeks between Feb. — Mar. 2017
We escalated activity over time:• Completed user profiles• Downloaded mobile apps• Abandoned tickets at checkout• Booked tickets with each chain
Iterable, Inc. All Rights Reserved 6
User Engagement Timeline
Iterable, Inc. All Rights Reserved 8
Mes
sage
sU
ser A
ctiv
ity
We’ll show you what we (the user) did here…
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User Engagement Timeline
Iterable, Inc. All Rights Reserved 9
Mes
sage
sU
ser A
ctiv
ity
We’ll show you what we (the user) did here…
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
…and the messages we received here.
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User Engagement Timeline
Iterable, Inc. All Rights Reserved 10
Mes
sage
sU
ser A
ctiv
ity
We’ll show you what we (the user) did here…
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
…and the messages we received here.Activities and message types are color coded as shown in this key.
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
The AMC Theatres User Engagement Timeline
Iterable, Inc. All Rights Reserved 12
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
The AMC Theatres User Engagement Timeline
Iterable, Inc. All Rights Reserved 13
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
One day after creating a new account, we received a welcome email that encouraged us
to download the app, complete our profile and upgrade to premiere status.
The AMC Theatres User Engagement Timeline
Iterable, Inc. All Rights Reserved 14
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
We completed these recommended tasks by downloading the app and completing our
profile the next day.
The AMC Theatres User Engagement Timeline
Iterable, Inc. All Rights Reserved 15
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
Once we signed up for SMS in the mobile settings, a welcome text explained we would
receive “6 msgs/mo.”
The AMC Theatres User Engagement Timeline
Iterable, Inc. All Rights Reserved 16
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
AMC sent a regular stream of blasts to encourage a ticket purchase. Although we did
not specify student status in our profile, the email on day 10 included a coupon for students.
The AMC Theatres User Engagement Timeline
Iterable, Inc. All Rights Reserved 17
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
These blasts, however, did not react to the tickets we abandoned during online checkout.
The AMC Theatres User Engagement Timeline
Iterable, Inc. All Rights Reserved 18
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
After booking movie tickets, we received transactional receipts across email and SMS
within one minute of each other.
The AMC Theatres User Engagement Timeline
Iterable, Inc. All Rights Reserved 19
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
Although we logged into the app several times, it was on day 13 that we were asked for permission to send push notifications. No pushes were sent during the research.
The AMC Theatres User Engagement Timeline
Iterable, Inc. All Rights Reserved 20
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
Three more blast messages were sent, which included hashtags like #shareAMC
and #cupgrade Coke promotions.
The AMC Theatres User Engagement Timeline
Iterable, Inc. All Rights Reserved 21
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
Lastly, after watching a movie, no triggered messages were sent to request a rating or
other form of customer feedback.
The Alamo Drafthouse User Engagement Timeline
Iterable, Inc. All Rights Reserved 23
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
The Alamo Drafthouse User Engagement Timeline
Iterable, Inc. All Rights Reserved 24
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
Alamo did not trigger any welcome messages after a new user creates an account or downloads & launches the mobile app.
The Alamo Drafthouse User Engagement Timeline
Iterable, Inc. All Rights Reserved 25
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
Instead, we received two blast emails, one weekly newsletter and another offering a free
trial to an online cinema.
The Alamo Drafthouse User Engagement Timeline
Iterable, Inc. All Rights Reserved 26
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
Like AMC, Alamo Drafthouse did not react to shopping cart abandonment.
The Alamo Drafthouse User Engagement Timeline
Iterable, Inc. All Rights Reserved 27
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
After booking movie tickets, Alamo sent a transactional receipt via email.
The Alamo Drafthouse User Engagement Timeline
Iterable, Inc. All Rights Reserved 28
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
The last 3 blast emails included two weekly newsletters and a specific promotion to buy tickets to a “Drafthouse Recommends title.”
The Alamo Drafthouse User Engagement Timeline
Iterable, Inc. All Rights Reserved 29
Mes
sage
sU
ser A
ctiv
ity
Message TypeActivity TypeBlast
Transactional
TriggeredDesktop Mobile
SMS
Creatednewaccount
Completedprofileinfo
Downloadedapp
SignedupforSMS Abandonedticketsatcheckout
Days fromstart: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Bookedmovietickets
Watchedmovie
Like AMC, Alamo also did not send a follow-up message after we watched a movie.
Frequency Takeaways
During the 3 weeks, AMC Theatres and Alamo Drafthouse differed in the frequency of messages per channel.
• AMC: 8 emails, 3 texts• Alamo: 6 emails
Note: neither service sent push notifications during the course of our analysis.
Iterable, Inc. All Rights Reserved 30
Differing Priorities
Because Alamo Drafthouse actively engages moviegoers with quirky previews and exclusive promotions at the theater, one would expect its marketing to be more engaging than AMC’s.
However, it was clear that both theaters relied on batch and blast:
• AMC sent a single welcome email and then targeted teens & students• Half of Alamo Drafthouse’s messages were its weekly newsletters• Neither company followed up with customers after a movie screening
Iterable, Inc. All Rights Reserved 31
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Emphasis on account information (number not
shown for privacy)
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These are three standard Alamo Drafthouse messages.
You’ll notice….
Iterable, Inc. All Rights Reserved 40
Links to additional movie information, like trailers and reviews
Content Takeaways
Each company’s content reflects its approach to ticket promotion.
AMC Theatres:
• Entices the user with food & beverage promotions
• Encourages multi-channel engagement
Alamo Drafthouse:
• Puts the movies front and center
• Prefers to communicate with users with narrative-style emails
Iterable, Inc. All Rights Reserved 41
Recommendations
Both companies could improve their:
• Segmentation: By sending personalized messages based on movie preferences
• Feedback loop: By asking customers for ratings and reviews after watching films
• Mobile engagement: By coordinating messaging across email, push and SMS to increase app usage
Iterable, Inc. All Rights Reserved 42