For the past 15 years restaurant groups have been feeding the Fishbowl and capturing their customers email addresses, amassing large databases. These databases are now being leveraged to drive sales. Using data analysis to create valued-added one to one experiences for customers. The trouble is, it has taken 15 years to come to this point and we no longer live in a singular channel of customer communication. Between social, mobile, email, and offline channels it is becoming harder and harder to predict when and where your customers are. It also is becoming harder and harder to create synergies between these channels, but mobile is the common thread for all these channels.
The Disconnect between Mobile and Email
Mobile has thrown marketers a curveball and we are swinging blindfolded. There is hope to hit that curveball by making your marketing strategy a mobile first strategy. A foreign concept for us marketers, but I know we can adapt our marketing plans. We did it when social was the new shiny object 5 years ago. Let’s put first things first, create a synergy between your email database and your mobile channel. Countless years have been spent asking your customers permissions to market to them via email, why not ask them to open up their phones and download the app or bookmark your mobile site at the same time? This is the first step in creating the synergy between your email database and your mobile properties.
I received two emails from brands today that got me thinking. Both did a great job of getting me to open the email then engaging me via the content. Even creating copy and design specific to the mobile experience, but then a huge disconnect: no way to connect to mobile within the email. The emails check all the boxes that marketing emails needed to have 5 years ago, but it was purely informational. One way to solve this is by just adding a link to download the app or to the mobile site login page. The ideal user experience would take advantage of deep linking. So you ask what is deep linking? Deep linking creates a link that allows your customers to continue down the path to a true mobile experience they started within your email message. Deep links can be easily created with tools from Deeplink.me or Branch Metrics. You can read more about Deep linking here. To put it into context, an email is sent telling them they have $5 in their mobile wallet with a deep link. If the email were opened on a desktop it would take them to their choice of Play Store or App Store to download your app to their phone. But if opened on a mobile device, 66% of email is read on a mobile device, then the deep link would take them to their phone’s native app store to download the app and the $5 would be waiting for them once they registered or logged in. There would be a higher rate of app usage and email opens leading to more sales. Adding deep linking to existing email marketing can create a seamless and quick path to mobile interaction.
Email is still very relevant, but designing for mobile has become even more important. The problem that I see repeatedly by brands is that they have a great mobile email experience but have not done the work to link the experience to the app or mobile site. With a few tweaks a mobile first strategy is not far off and can create brand loyalty and capture your customer's mobile moments.