Hillary vs. Trump - User Engagement Teardown (Take 2)

User Engagement Teardown
©2016 Iterable, Inc. All rights reserved
(Take 2)
July, 2016

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A Quick Word on
• Iterable is a Growth Marketing and User Engagement Platform
• Check out our case study on how IMGE, a political advocacy
and consulting firm, is using Iterable: iterable.com/political
• Everything you see here (and more) can be done with Iterable.
You can see our other teardowns at: iterable.com/teardown

What is a “User Engagement Teardown?”
• We analyze a brand’s (or campaign’s) user engagement over 3
weeks post-signup
• Constructive evaluation and feedback
• All types of B2C: e-commerce, marketplaces, media, politics,
etc.

5©2015 Iterable, Inc. All rights reserved
• Hillary and Trump are now the nominees for the US presidency
• The messaging shown in this teardown took place between June
and July 2016
• Our last teardown was done in October 2015 when Trump and
Hillary were still trying to stand out from the pack.
How are Hillary and Trump engaging their supporters?

What We Did
• Signed up to receive emails and SMS (neither campaign has an app)
• After a few days, made a $10 donation to both
• Clicked on a couple of emails that had strong calls to action
• Analyzed all messages we received over 3+ weeks

On to the “User Engagement Timeline”…

MessagesUserActivity The User Engagement Timeline
We’ll show you what we (the user) did here…
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 8
Message TypeActivity Type
Blast
Transactional
Triggered
Desktop Mobile
SMS

… and the messages we received here
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
Days from
start:
9
Blast
Transactional
Triggered
Desktop Mobile
SMS

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:
… and the messages we received here
10
Blast
Transactional
Triggered
Desktop Mobile
SMS

First, a quick look at what their timelines looked
like back in October…

Republi-
can
Debate
12©2015 Iterable, Inc. All rights reserved
Messages
Blast
Triggered
Transactional
Message Type
Push notification
User
Activity
Days from start: 10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
User Engagement Timeline (Oct. 2015)The &
Hillary
Activity Type
Trump
Signup
Signup
Join us on
campaign
trail
$5
donation
$5
donation
Thank
you
Debate week
wrap-up
Welcome
(and
donate $1)
H
Welcome
(5 things
to do)
C
H
Women
for Hillary
C
Hillary Shop
C
Clinton
THX Box
Clicked
Thx box
email,
entered
email
THX Box
list
A
THX Box
list
C
H
Apology
A
Thank you
C
H Feed
THX Box
last chance
C
H
Las Vegas
H
Las
Vegas 2
Trust me
(Vegas)
Clicked
Vegas
email,
entered
email
Thanks
A
C
Donate
C
Pre-debate
C
Post debate
C
Donate
C
H Feed
C
Swag
sale
Welcome
A
Welcome to
Team Trump
H
Vegas
C
Las
Vegas 2
J

Hillary vs Trump v1 – Quick Refresher
Back in October:
• Neither candidate was sending SMS (or at least not very visibly)
• Trump sent only 4 emails throughout the 21 days
• Hillary sent 24 emails
For a more in-depth refresher, see the original teardown here:
https://iterable.com/teardown#hillary

Now let’s look at Hillary and Trump’s user
engagement in July
First Hillary…

Entered email on site
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
15
Blast
Transactional
Triggered
Days from
start:
©2016 Iterable, Inc. All rights reserved Desktop Mobile
Entered phone# on site
SMS
W
MessagesUserActivity User Engagement TimelineThe
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
Clicked on email
Submitted form on site

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
16
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
We’ll start with the welcome series Clicked on email

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
17
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
Hillary had a strong welcome series of 7 emails
Clicked on email

Clicked on email
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
18
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
They seem to throttle the number of emails received in
the first 5 days.

Clicked on email
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
19
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
the first 5 days.
Other than the first 2 welcome emails, we received only
1 email per day for the next several days.

Clicked on email
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
20
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
the first 5 days.
Other than the first 2 welcome emails, we received only
1 email per day for the next several days.
This is a good idea, to warm people up before they get a
bunch of emails.

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
21
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
After the initial series, we started getting a
steady stream of blast emails.
Clicked on email

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
22
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
2-3 emails/day was normal, but it did spike up
to 5 emails in one day
(and this was not during the convention)
Clicked on email

Clicked on email
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
23
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
The Hillary campaign presented several
opportunities to engage further.

Clicked on email
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
24
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
During this span, they sent several emails
giving people an opportunity to win Hamilton
tickets.

Clicked on email
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
25
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
During this span, they sent several emails
giving people an opportunity to win Hamilton
tickets.
Clicking through resulted in a couple of
triggered emails to acknowledge the entry.

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
26
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
At this point we decided to give the minimum
contribution.
We would have done only $5, but Trump’s
minimum was $10, so we also did $10 for
Hillary.
Clicked on email

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
27
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
We had to create an account and were also
prompted to become volunteers.
Clicked on email

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
28
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
We engaged as a “normal” user and the process
resulted in 7 triggered emails.
Clicked on email

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
29
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
We engaged as a “normal” user and the process
resulted in 7 triggered emails.
We also received the donation acknowledgement,
which we categorized as a “transactional
message”.
Clicked on email

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
30
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
Most of the emails after the donation were
blasts. However, we seemed to be in a
different “track” post-donation. Clicked on email

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
31
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
different “track” post-donation.
The messages used our name and usually
acknowledged that we had already made a
donation.
Clicked on email

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
32
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
different “track” post-donation.
The messages used our name and usually
acknowledged that we had already made a
donation.
This is a good example of light
personalization.
Clicked on email

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
33
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
This final triggered message is another example of
further engagement opportunities.
Clicked on email

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
34
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
In this case it was an opportunity to attend the
Democratic National Convention.
Clicked on email

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
35
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
In this case it was an opportunity to attend the
Democratic National Convention.
After clicking, a landing page with a filled-out form
appeared. After submission we received the
triggered acknowledgement email.
Clicked on email

Clicked on email
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
36
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
Finally, the Hillary campaign was fairly active on SMS (something they weren’t doing
back in October).

Clicked on email
10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
37
Blast
Transactional
Triggered
Days from
start:
SMS
W
Clicked on email
Clicked on email
Clicked on email
Contributed $10
7
Finally, the Hillary campaign was fairly active on SMS (something they weren’t doing
back in October).
After being prompted to enter our phone number at initial signup, we received 8 SMS
messages over the 21 day period.

Now let’s look at Trump’s user engagement…

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
39
Blast
Transactional
Triggered
Days from
start:
SMS
W
MessagesUserActivity
Contributed $10
User Engagement TimelineThe

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
40
Blast
Transactional
Triggered
Days from
start:
SMS
W
Contributed $10
They sent only 1 welcome message and no follow-up for
the next 10 days.

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
41
Blast
Transactional
Triggered
Days from
start:
SMS
W
Contributed $10
We contributed $10 (just like we did with Hillary) and got
one acknowledgement (transactional message) and a
triggered follow-up the next day.

10 11 12 13 14 15 16 17 18 19 20 211 2 3 4 5 6 7 8 90
42
Blast
Transactional
Triggered
Days from
start:
SMS
W
Contributed $10
The Trump campaign was surprisingly active on SMS,
sending 9 messages (1 more than the Hillary campaign)

Frequency Takeaways
Both campaigns have ramped up messaging significantly since
October:
• Hillary went from 24 to 50 emails
• Trump went from 4 to 9 emails
• Both sent a similar number of SMS (8 and 9, up from 0 in
Oct.)
Clearly, Hillary is still sending WAY more messages than Trump

Let’s look at the message content…

These are two standard Trump messages.
You’ll notice….

Simple layout and design

Strong call-to-action buttons

Short, spaced-out paragraphs and copy

These are two standard Hillary messages.
You’ll notice….

Short, spaced-out paragraphs and copy
(although usually not as short as Trump’s)

There isn’t much of a difference between the two!

There isn’t much of a difference between the two!
Although Trump does always lead with his name/logo at the
top

Content Takeaways
• Both campaigns have very similar content and design:
• Personal and conversational tone
• Different people in the ”from” line
• Strong calls to donate
• Hillary does mix it up occasionally with big graphics and some GIFs
• Messages are very similar to those we saw the Hillary campaign send
during the first teardown, now done by both campaigns

Deliverability Observations
• The Trump campaign has a problem with deliverability: almost all
emails sent between July 6 and July 31 ended up in the spam
folder
• None of the Hillary campaign emails have hit the spam folder

Overall Takeaways
• The Trump campaign has definitely ramped up engagement, especially
on SMS
• But Hillary, already a prolific emailer, has taken it up a notch as well
• The content has converged. Both campaigns send out very similar
messages
• Considering how active both campaigns are on Twitter, there are
surprisingly few mentions of this in their emails. Could be a good
opportunity to increase engagement across channels.
• Finally, both campaigns are active on SMS. But actual coordination
between email and SMS (and social) could be improved.

If you liked this teardown, you’ll enjoy the others:
View them and sign up for notifications of future teardowns:
iterable.com/teardown

That’s it!
• Thank you for reading this User Engagement Teardown!
• Everything shown here (and more) can be done with Iterable
• Join the discussion! Use #UEteardown
• Download these and past teardown slides: iterable.com/teardown
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