User Engagement Teardown.
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1 User Engagement Teardown
2 User Engagement Teardown Make sure to watch full screen! Press this button 2
3 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 3
4 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. 4
5 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. 5
6 What We Did Signed up and received messages over 3 weeks between Feb. Mar We escalated activity over time: Completed user profiles Downloaded mobile apps Abandoned tickets at checkout Booked tickets with each chain 6
7 On to the User Engagement Timeline
8 User Engagement Timeline Messages User Activity We ll show you what we (the user) did here Days from start: Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS 8
9 User Engagement Timeline Messages User Activity We ll show you what we (the user) did here Days from start: and the messages we received here. Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS 9
10 User Engagement Timeline Messages User Activity We ll show you what we (the user) did here Days from start: and the messages we received here. Activities and message types are color coded as shown in this key. Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS10
11 Now let s look at AMC Theatres and Alamo Drafthouse s user engagement. First, AMC Theatres
12 The AMC Theatres User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Booked movie tickets Watched movie Days from start: Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS12
13 The AMC Theatres User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: One day after creating a new account, we received a welcome that encouraged us to download the app, complete our profile and upgrade to premiere status. Booked movie tickets Watched movie Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS13
14 The AMC Theatres User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: We completed these recommended tasks by downloading the app and completing our profile the next day. Booked movie tickets Watched movie Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS14
15 The AMC Theatres User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: Once we signed up for SMS in the mobile settings, a welcome text explained we would receive 6 msgs/mo. Booked movie tickets Watched movie Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS15
16 The AMC Theatres User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: AMC sent a regular stream of blasts to encourage a ticket purchase. Although we did not specify student status in our profile, the on day 10 included a coupon for students. Booked movie tickets Watched movie Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS16
17 The AMC Theatres User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: These blasts, however, did not react to the tickets we abandoned during online checkout. Booked movie tickets Watched movie Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS17
18 The AMC Theatres User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: After booking movie tickets, we received transactional receipts across and SMS within one minute of each other. Booked movie tickets Watched movie Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS18
19 The AMC Theatres User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: 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. Booked movie tickets Watched movie Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS19
20 The AMC Theatres User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: Three more blast messages were sent, which included hashtags like #shareamc and #cupgrade Coke promotions. Booked movie tickets Watched movie Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS20
21 The AMC Theatres User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: Lastly, after watching a movie, no triggered messages were sent to request a rating or other form of customer feedback. Booked movie tickets Watched movie Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS21
22 Now let s look at Alamo Drafthouse s user engagement
23 The Alamo Drafthouse User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Booked movie tickets Watched movie Days from start: Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS23
24 The Alamo Drafthouse User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: Alamo did not trigger any welcome messages after a new user creates an account or downloads & launches the mobile app. Booked movie tickets Activity Type Message Type Watched movie Blast Triggered Desktop Mobile Transactional SMS24
25 The Alamo Drafthouse User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: Instead, we received two blast s, one weekly newsletter and another offering a free trial to an online cinema. Booked movie tickets Activity Type Message Type Watched movie Blast Triggered Desktop Mobile Transactional SMS25
26 The Alamo Drafthouse User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: Like AMC, Alamo Drafthouse did not react to shopping cart abandonment. Booked movie tickets Watched movie Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS26
27 The Alamo Drafthouse User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: After booking movie tickets, Alamo sent a transactional receipt via . Booked movie tickets Watched movie Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS27
28 The Alamo Drafthouse User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Days from start: The last 3 blast s included two weekly newsletters and a specific promotion to buy tickets to a Drafthouse Recommends title. Booked movie tickets Watched movie Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS28
29 The Alamo Drafthouse User Engagement Timeline Messages User Activity Created new account Signed up for SMS Downloaded app Completed profile info Abandoned tickets at checkout Booked movie tickets Watched movie Days from start: Like AMC, Alamo also did not send a follow-up message after we watched a movie. Activity Type Message Type Blast Triggered Desktop Mobile Transactional SMS29
30 Frequency Takeaways During the 3 weeks, AMC Theatres and Alamo Drafthouse differed in the frequency of messages per channel. AMC: 8 s, 3 texts Alamo: 6 s Note: neither service sent push notifications during the course of our analysis. 30
31 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 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 31
32 Now let s look at the message content
33 These are three standard AMC messages. You ll notice. 33
34 Emphasis on account information (number not shown for privacy) 34
35 Clear calls to action 35
36 Multi-channel engagement with QR codes and hashtags 36
37 These are three standard Alamo Drafthouse messages. You ll notice. 37
38 Emphasis on new movies 38
39 Text-heavy narrative-style messaging 39
40 Links to additional movie information, like trailers and reviews 40
41 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 s 41
42 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 , push and SMS to increase app usage 42
43 If you liked this teardown You ll enjoy the others! View them and sign up for notifications of future teardowns: iterable.com/teardown Join the discussion on using #UEteardown 43
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