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How Rent the Runway Optimizes Mobile Web and Email Marketing for Mobile Acquisition and Engagement

By August 7, 2018 No Comments

Pioneer of the “closet in the cloud” concept and the leading fashion rental service based in New York, Rent the Runway integrated Branch links to their Sailthru email campaigns and saw total mobile revenue grow by 200% as a result, alongside increased engagement.

Beyond the significant performance improvement, Branch’s People-Based Attribution Engine has allowed the Rent the Runway team to gain a deeper understanding of the entirety of the cross-platform user journey, informing key strategic mobile web and app decisions.

Customized Web-to-App Journeys for Targeted Audiences

With a mobile-savvy audience, Rent the Runway has always known that the app was a critical part of their mobile strategy. The team did a great job designing the mobile app experience and has seen a steady amount of traffic to the app organically since its launch, so they’d never taken an active role in promoting it.

Recently, however, Rent the Runway realized that the native app was the best-converting channel across all platforms, and they wanted to start making it the core focus of their product strategy to provide an optimal mobile experience for their users while also furthering the concept of “clothing as utility” for Rent the Runway customers. They partnered with Branch to help improve their acquisition efforts, and started leveraging the Journeys web-to-app optimization platform.

Using a combination of top-sticky banners and full page interstitials, targeting specific web users at the time when they are ready to convert, Rent the Runway started driving substantially more app installs by tapping into their organic mobile web traffic. This has created a large source of highly engaged app users ready to become the most loyal users of Rent the Runway services.

how-to-optimize-web-to-app-email-marketing-for-mobile-acquisition-and-engagement

Optimizing Email Performance on Mobile

The next stage in starting to take advantage of the significantly higher conversion rates in the app was to utilize the email marketing channel to drive app engagement. Rent the Runway integrated Branch across the transactional emails as well as the personalized email campaigns with custom individualized fashion items for their users, and also leveraged Branch’s Sailthru plugin to quickly deep link every email template, providing a seamless email-to-app user experience.

The impact was quickly apparent. About a quarter of all email clicks were now routing users directly into the app instead of the mobile web. Total mobile revenue driven from the email channel rose 200%.

Before Branch, some users with the app were sent to mobile web and might have bounced, but after fixing the routing issue, these users were now proceeding to purchase in the app—where they (and Rent the Runway) want them to be.

Mapping Cross-Platform Email Performance

Outside of direct revenue impact, the other crucial facet of email is attribution reporting. Sending users into the app is not trackable by most email service providers, so visibility could be lost. To learn how the Rent the Runway team leveraged Branch’s cross-channel, cross-platform attribution solution to prevent this loss of visibility, click here to download the full case study!

Alternatively, if you’d like to how Branch can similarly power growth for your mobile app, click here to request a demo—one of our mobile growth experts will happily be in touch!

Branch is a mobile linking platform providing unified mobile experiences and measurement for more than 50,000 mobile apps, including Airbnb, Ticketmaster, Reddit, Tinder and Amazon. Branch’s linking platform can help you grow your mobile app through features like deep linking, sharing, referrals, mobile banners and interstitials, custom app onboarding, and unified attribution across platforms and channels. Learn more about Branch or request a demo today.
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