Deep Linking your Emails to your App
One of the biggest challenges that marketers face is deep linking email offers that open within their App instead of a webpage.
Email continues to be the most cost effective marketing method today. The Relevancy Group Executive Marketer Survey* conducted in July 2016 found that marketers reported that their most effective marketing channel was email, which came in at a whopping 89% effective rating. This is mainly due to the fact that many marketers are using precision techniques like tracking web clicks, site searches, items added to carts and purchases. From this data they are able to send tailored emails to individual users.
Did you know that 45% of the emails people open right now are on mobile? I’m sure that is no surprise to you since it’s likely that the majority of your personal emails are opened from your phone. This creates a significant opportunity for brands to interact with users to provide a rich mobile experience. Since the majority of your users are opening your emails on their phones it makes complete sense to send them to a specific page within your App if they have your App installed (Deep Linking). Simply put… if I have your App, why are you driving me to your web page?
In the same report The Relevancy Group* found that the average company (respondent) could be leaving as much as $157,000 of monthly revenue by not linking users from email campaigns to App experiences.
The Flip Shop Method.
Here at Flip Shop we have adopted a best practices method that we make available to all our clients. This is a two-part equation. The first part is for emails links and the second is for all web traffic from mobile browsers.
First we make sure that every email we send is mobile friendly / responsive. We then have a method for testing if the user is has the App installed. To do this we send the link to an invisible web page that tests a deep link to iPhone. If the link works we send them straight into a specific page within the App. If it fails, we then run a pass/fail Android test that functions the same way.
The entire deep linking process runs in under half a second so the user experience remains seamless and intact. If both tests fail we then route them to a web page with the specific product. Finally if that web page loads we have a meta tag that asks them if they want to install our App.
Jeremy Callahan is a Mobile Commerce Expert, App Developer and Founder at Flip Shop Marketing