Example of retail email marketing: how to increase email return by 21% thanks to deep linking

We echo in this post an article by Bill Siwicki, director of the Mobile Commerce section of the magazine Internet Retailerabout the benefits of deep linking in email marketing.

What is deep linking?

This is a technique in which the user who is browsing via a mobile device is directed via email marketing or advertisement, not to the mobile website but to a page within the previously downloaded app.. If the user opens the email and clicks on a link, it "recognises" that the user has the app on their device and automatically closes the email application and opens the app page linked to that link. More information can be found at http://mobiledeeplinking.org/

The JackThreads case

JackThreads is a US ecommerce company that sells clothing and accessories under a 'flash sale' model. According to the article, JackTrhreads' conversion rate on its Apple i0s application is three times higher than that of the mobile website on Apple's mobile devices. This is due to the speed at which content and transaction exposure occurs. Note that customer information can be securely stored in apps, so the user experience is significantly improved. In addition, the speed at which the user can move from one page to another is far superior to that obtained from the mobile browser. In this particular case, JackThreads saw a 21% increase in email revenue from customers with its mobile e-commerce application thanks to this technique.

However, adapting applications to linking is not easy and requires expert programming professionals. We are at a time when mobile ecommerce is just getting started and there are still many aspects in which marketers need to make progress. As far as mobile email marketing is concerned, everything related to mobile email marketing is still in its infancy. adapting email to mobile environments via responsive is the foundation and starting point for other techniques such as deep linking.