Remember email? Yes, email – the tried and true channel of communication that pundits have been declaring passé for years now. And yet, despite the apparent distaste for email, email marketing accounts for over 15.6% of all ecommerce transactions, making it the third most effective ecommerce marketing channel behind search and affiliates (although it quickly jumps to first for Black Friday). Even more interesting, a joint study from Shop.org and Forrester Research found that 85% of US retailers consider email marketing one of the most effective customer acquisition tactics.
The Difficulty with Email on Mobile
There has been, however, one development over the past several years that has made email less effective. You may be familiar with that development too: it’s called mobile. Studies show that consumers spend around four hours a day on their mobile devices, and 90% of that time is spent in apps. Upwards of 70% of emails are opened on a mobile device. In-app consumers spend more and make purchases more frequently than any online segment of users. It’s been shown that in-app users convert to purchase at three times the rate of users on mobile web.
Deep Linking to Improve Mobile Emails
Given today’s consumer habits, marketers are always looking for ways to integrate their app into their marketing communications, which is often much more difficult than they first realize.
For these reasons, we are thrilled to announce that Branch has has partnered with Oracle Responsys. What does this mean for marketers? Well now, with the help of Oracle Responsys, Branch is able to ensure that links in every email deliver optimal user experiences by linking to the app in the most appropriate and personalized manner possible. Thanks to our partnership, Branch links are automatically generated at scale from the standard links that a marketer enters, as part of their normal workflow, on the Responsys platform. Marketers with thousands of SKUs can generate email campaigns with deep links to ensure that their consumers receive the best experience, just as easily as they have been building those campaigns to date.
Our partnership with Responsys ensures that email marketers are able to continue utilizing one of the leading email platforms on the market, while ensuring that those marketing messages are able to adapt to the increasingly mobile landscape. Visit our website to join the beta or learn more about our joint offering.