Let’s take the instance of Jane. Jane is browsing through her email on her smartphone during a short work break, and a promotion for a weekend getaway grabs her attention. Clicking on the email leads her to the app’s homepage, where she spends a minute or two looking for the promotional offer. Frustrated, she moves on to the next email — assuming the getaway is not meant to be — and makes alternate plans for the weekend. Not only did Jane not convert, she also had a frustrating experience with the app, making it less likely for her to go back.
In the example above, if Jane did not have the mobile app installed, she might have been taken to the right page on the mobile website in her browser, albeit without any of the advantages of frictionless transaction on the app. Just like mobile websites have URLs that can “deep link” to the right content, marketers need the ability to deep link into mobile apps. Additionally, they need the ability to automatically detect if the customer has an app installed or not, then route the customer appropriately to the deep-linked content on the website or the app accordingly.
That is why we are excited to partner with Branch, the leader in deep linking. Combined with Blueshift’s personalization and recommendation capabilities on email and mobile, our partnership provides the modern marketer a way to deliver seamless personalization to the perpetually connected customer.