Tag Archives: deep linking

Emails We Love: RadioShack’s 2013 Cyber Monday “24 Deals in 24 Hours”

RadioShack Cyber Monday email marketing

A glimpse at how the email dynamically changed each hour.

This creative Cyber Monday campaign from RadioShack encouraged subscribers to open the same email at the top of every hour to discover a brand new deal. The featured deal updated automatically within the email so that whenever a subscriber chose to open the message, the latest offer was always displayed. The offers promoted in the email corresponded directly with the hourly deals featured on RadioShack.com.

RadioShack originally tested the idea of updating offers in a single email during Cyber Monday last year, and experienced a 25% lift in click-through rates compared to the year prior. Read more about the retailer’s past experiences with Agile Email Marketing technology and future plans here in Adweek.

This year, RadioShack incorporated even more real-time email content and interactive cross-channel functionality to fully amplify the Cyber Monday shopping experience:

  • RadioShack deep linking pre-populated tweet

    A pre-populated tweet about RadioShack’s #24dealsin24 loaded from a single click in the email.

    countdown clock animated to show how many minutes and seconds remained until the next big “deal reveal”. The timer automatically reset at the start of each hour.

  • Subscribers were encouraged to tweet their guesses for the next deal, and RadioShack made it as easy as possible for recipients to participate by deep linking to Twitter with a pre-populated tweet. After clicking on “Tweet Your Guess Now”, a ready-to-send tweet loaded in twitter.com if the email was opened on desktop. If the email recipient was instead using a mobile device, the tweet loaded within the mobile Twitter app.
  • A live social media feed showed @RadioShack’s latest tweets, which included hints about upcoming deals.

Interested in learning more about how Movable Ink can take your holiday season email campaigns to the next level? Reach out to us at contact@movableink.com or request a demo.

Is Mobile the Trojan Horse of Social-Email Integration?

Display images to show real-time content

There has been plenty of discourse on “mobile-email” and “social-email” integration, but are marketers taking full advantage of the opportunity to tightly integrate all three?

As our infographic from March 2013 revealed, as many as 69% of B2C enterprise email marketing campaigns are viewed on smartphones or tablets, with desktop representing just 31% of total opens. In addition, recent research from Forrester forecasts that by 2018, the number of U.S. social media users accessing Facebook, Twitter, and LinkedIn on mobile devices will exceed 200 million (to put that number in perspective, the total U.S. population is currently about 315 million). Forrester also noted that the share of time spent on mobile social networking apps continues to increase, and social media apps are among the top apps that smartphone users use.

So how can marketers make all three of these popular digital channels—mobile, social, and email—integrate more seamlessly? 

Forward-thinking email marketers are doing this by deep linking to mobile apps. We covered deep linking last month (check out the blog post: “Deep Linking in Email Marketing: How it Works, and Why it Rocks!”), and shared a few examples of how brands like Comedy Central, Seamless, and American Eagle Outfitters have used deep linking to promote downloads and usage of their brand’s own mobile apps in email campaigns, and have seen great results.

But the macro-trends point to another, major untapped opportunity: Deep linking in email to native-installed social media apps that are ubiquitous on most users’ mobile devices—like Facebook and Twitter. The chances of these apps being on your users’ phones is greater than your own mobile app being installed, after all.

How it works: A mobile email user can click on the Facebook icon next to your logo, and be brought directly to your company’s page inside his or her installed Facebook mobile app, as opposed to prompting www.facebook.com to open in their mobile browser. Yet, if they opened the same exact email on a desktop, www.facebook.com would open. Movable Ink’s technology can detect the open device and check for mobile app installs all within milliseconds, allowing for an optimal user experience.

Twitter stands out as a unique social media use case for deep-linking. We’ve helped leading consumer brands enable pre-populated tweets in email by using deep-linking to the Twitter app. For example, an email recipient can “click to tweet” and if on a mobile device, their Twitter app will open with a pre-populated tweet of the marketer’s choosing. If the recipient opens the same email on a desktop, www.twitter.com is loaded with the same pre-populated tweet ready to send out. Customers can more easily engage with brands on Twitter, and marketers can prompt consumers to share specific language, links, or hashtags.

We’re excited about the ability to deep link to social media apps on mobile, and see this innovation as a game changer for marketers who are hoping to integrate their digital channels. Let us know what you think in the comments below, or reach out to us at contact@movableink.com with any questions or thoughts.

Deep Linking in Email Marketing: How it Works, and Why it Rocks!

We were excited to hear that Twitter unveiled new “Twitter Card” types at its latest developer conference last week. These cards enable “deeper linking and engagement into other apps you may have on your phone.”

According to a post on Twitter’s blog:

“One of the most important features in the new Cards is the ability to allow users to download your app (if the user doesn’t already have it installed), or deep-link into your own app (if the app is already installed on the user’s mobile device). The ability to enable app installs and deep-linking is globally available across all Twitter Card types…”

The beauty of deep linking is that it eliminates extra clicks, brings content closer to consumers, and enables people to more easily take the actions they intend on taking. This eliminates friction from the process of taking action (for example, launching and using a mobile app), resulting in more people actually taking the action that you’d like them to.

We’ve been a big fan of deep linking at Movable Ink for a long time now, and proudly offer it as a core feature of our Agile Email Marketing platform.  Below, Movable Ink’s Co-Founder and CTO Michael Nutt explains how the technology works:

“Deep linking in email works like so: When you create an app and submit it to the app store, you can register what are called “protocol handlers” that are name spaced to your company, for example Facebook’s is fb://.  Anytime someone clicks on a URL using the protocol handler and they have your app installed, the app will open and receive instructions within the URL to launch a specific action – for example, opening a Facebook message composer with a pre-written note. However, if someone clicks on the URL and your app is NOT installed, they will receive an error message indicating that there are no registered handlers for that protocol.

Movable Ink enables deep linking in email while avoiding the error-message problem using an iframe technique in a web page. When an email link is clicked, a web page is loaded, and the iframe’s source is set to the protocol handler URL. If the app is already installed, it launches immediately. If the app is not installed, the click – rather than returning an error message – automatically directs the user to download the app. Failing both those conditions, a timer will trigger after half a second in order to seamlessly redirect the user to a mobile web page.  This creates an optimal user experience across all possible situations.”

Here are some recent examples of emails that leveraged device detection with deep linking from Comedy Central’s “The Colbert Report,” Seamless (the food delivery experts), and American Eagle Outfitters.   You can also read a case study about Seamless’s use of deep linking to increase app downloads by 50% and food delivery orders by 90% here: http://www.marketingsherpa.com/article/case-study/email-mobile-app-downloads.

If you’d like to learn more about deep linking in email, give us a shout!