Did you know that businesses could be leaving as much as $40K of monthly revenue on the table by linking consumers from emails to the mobile web rather than the app? Branch partnered with The Relevancy Group to find out how important mobile apps have become for enterprise marketers and what technologies are available to help brands drive app growth and engagement. In this presentation you'll learn: -Which marketing channels deliver the best bottom-line results for various verticals -Many of the challenges that modern marketers face when trying to create a cross channel marketing strategy -The implications from a broken mobile user experience and the evolution of the next stage in email marketing strategy -Best practices to solve the complex intricacies of mobile emails and how to harness the power of this top marketing channel

1. THE RISE OF MOBILE APPS AND
VALUE OF DEEP LINKING
September, 2016

2. ABOUT THE PANEL
Eric Stein
Chief Revenue Officer at Branch
Prior to Branch: DoubleClick, Google, Epsilon
Harvard MBA, BA from University of Pennsylvania
David Daniels
CEO & Founder of The Relevancy Group (TRG)
Prior to TRG: Vice President and Principal Analyst at Forrester
First analyst to cover the Email Service Provider sector and coined the phrase "ESP"
Nicholas Einstein
VP of Research & Principal Analyst at The Relevancy Group
15+ years of experience in digital marketing, email marketing, and customer success
Led digital marketing teams at Extole, SocialChorus, and RealNetworks

3. THE EXECUTIVE MARKETER SURVEY
SUMMER 2016

4. MIX OF SR. MANAGEMENT & PRACTITIONERS
2.9%
4.1%
6.2%
6.4%
7.4%
7.4%
10.3%
11.9%
12.3%
13.8%
17.3%
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0%
Director of Marketing – mobile marketing
Director of Creative (marketing content development)
Marketing Executive-other (analysis, channel, product, etc.)
Director of Marketing - Other
Director of Marketing – email marketing
Director of Marketing – social marketing
SVP/VP of Marketing, Loyalty, Retention or other marketing discipline
Marketing Associate, non-manager or executive role
Director of Marketing – digital marketing
Chief Marketing Officer (CMO)
Marketing Manager (email, social, mobile, direct, field, loyalty, etc.)
Question: What best describes your title within your organization’s marketing efforts? Source: TRG Executive Marketer Survey; July 2016 N=486

5. B2B + B2C
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Market to consumers (B-to-C) Market to businesses (B-to-B) Market to government (B-to-G) Market to education (B-to-E) Market to nonprofit (B-to-NP)
Question: To whom does your organization market its products/services to? Source: TRG Executive Marketer Survey; July 2016 N=486

6. ~60%/~40% ENTERPRISE TO MID-MARKET
Enterprise – We market across the US
and/or internationally and have more
than 1,000 employees.
57%
Mid-Market - We market in the US, and
we have 100-999 employees.
43%
Enterprise – We market across the US and/or internationally and have more than 1,000 employees. Mid-Market - We market in the US, and we have 100-999 employees.
Question: Which best describes the size of your organization that you best identify with? Source: TRG Executive Marketer Survey; July 2016 N=486

7. MEAN SEND VOLUME = 19.43MM
13.2%
15.2%
16.9%
13.0%
11.1%
6.4%
5.1% 5.1%
3.7% 3.5%
2.3%
1.4% 1.6% 1.4%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
Question: On a monthly basis how many email marketing and transactional email messages do you send? Source: TRG Executive Marketer Survey; July 2016 N=486

8. MEAN DB SIZE = 6.06MM
8.4%
17.5%
23.0%
21.6%
9.5% 9.9%
5.3%
4.7%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
50,001 to 100,000
(0.075)
100,001 to 500,000
(0.30)
500,001 to 1 million
(0.75)
1 million to 4.999 million
(3)
5 million to 9.999 million
(7.5)
10 million to 19.999
million (15)
20 million to 29.999
million (25)
30 million customer
records or greater (35)
Question: What is the size of your customer database, customers records managed across all channels? Source: TRG Executive Marketer Survey; July 2016 N=486

9. MEAN MARKETING BUDGET = $28.48MM
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
$50,000 or less (0.035) $50,001 - $100,000
(0.075)
$100,001 - $1,000,000
(0.55)
$1,000,001 -
$25,000,000 (13)
$25,000,001 -
$50,000,000 (37.5)
$50,000,001 -
$100,000,000 (75)
Greater than
$100,000,000 dollars
(115)
Not Sure
Question: What is the size of your customer database, customers records managed across all channels? Source: TRG Executive Marketer Survey; July 2016 N=486

10. HAVE A MOBILE APP
Yes
62%
No
37%
Don’t Know
1%
Yes No Don’t Know
Question: Does your company have a mobile app that your customers use? Source: TRG Executive Marketer Survey; July 2016 N=486

11. THE RISE OF MOBILE APPS &
VALUE OF DEEP LINKING

12. MOBILE APP IS ‘HIGHLY EFFECTIVE’
59.3%
63.2%
65.6%
66.0%
67.9%
69.8%
75.3%
75.9%
85.6%
88.7%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Catalog Marketing
SMS Marketing
Use of video, YouTube Marketing
Mobile Push Messaging
Print Direct Marketing
Paid Search Marketing
Mobile App
Display Advertising
Social Marketing (Facebook, Twitter, etc.)
Email Marketing
Question: Please rate the effectiveness of each channel in terms of delivering revenue results for your business. Source: TRG Executive Marketer Survey; July 2016 N=300

13. CUSTOMER ENGAGEMENT, RETENTION, AND REVENUE
ARE PRIMARY GOALS
44.3%
42.0%
41.0%
39.7%
37.7%
35.0%
1.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Enhance customer
engagement
Build loyalty Drive sales Facilitate access to company
services
Enrich the customer
experience
Grow a community Not Sure
Question: What is the purpose of your mobile app? Source: TRG Executive Marketer Survey; July 2016 N=300

14. MOBILE APP IS CRITICAL
Top or Key Priority
75%
Low but Would Like to Invest in The
Future
24%
Low-priority for marketing and only
doing the bare minimum
1%
Top or Key Priority Low but Would Like to Invest in The Future Low-priority for marketing and only doing the bare minimum
Q38.
Question: How important is your mobile app marketing to your overall marketing strategy? Source: TRG Executive Marketer Survey; July 2016 N=300

15. …FOR EVERYONE
71.4%
28.6%
0
Consumer Products
Top or Key Priority
Low but Would Like to Invest in The Future
Low-priority for marketing and only doing the bare minimum
71.9%
28.1%
0
Retail/eCommerce
85.7%
14.3%
2.9%
Technology/High-Tech
84.0%
16.0%
0
Financial Services – Banking, Insurance,
Brokerage
64.3%
35.7%
0
Media/Publishing
66.7%
33.3%
0
Travel & Hospitality
Question: How important is your mobile app marketing to your overall marketing strategy? Source: TRG Executive Marketer Survey; July 2016 N=300

16. HOW INDUSTRIES ARE ADAPTING TO THE MOBILE AGE
-- OVER 35% OF ALL TRANSACTIONS HAPPENED ON MOBILE IN Q4 2015
Adoption trends from the top vertical:
1. Fast adoption from eCommerce companies:
­ Jet, One King’s Lane, RentTheRun Way, Boxed, RetailMeNot, TouchOfModern
2. Pickup from multi-channel retailers:
­ Target, Starbucks, Calvin Klein, Under Armour, Claire’s, Charlotte Russ

17. “DEEP LINKING” IS A PRIMARY CHALLENGE
25.3%
26.0%
27.0%
29.3%
29.7%
30.0%
32.3%
32.3%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
Integrating app interaction into multichannel customer journeys
Technical difficulties to render a smooth email to app experience for end users
Our email marketing vendor doesn’t support linking to our mobile app
Difficulty in tracking email marketing campaigns to app growth
Inability for the email to sense what mobile OS is being supported and which offer to display
Inability for the email to sense whether the app has been downloaded or not
Difficulty measuring mobile app utilization
Email links to the mobile app (deep linking) breaks or does not work
Question: What are the greatest challenges that you have when promoting your mobile app with email marketing messages? Source: TRG Executive Marketer Survey; July 2016 N=300

18. WHAT IS DEEP LINKING?
Links that take consumers to specific content within an app
Carries context through app install
Works across all marketing channels
­ Email campaigns, AdWords campaigns, social media ads, etc.

19. DEEP LINKING FROM EMAILS TO APPS
• Seamless cross-channel consumer experience
• Triggers app sessions directly from emails
• Meets consumer expectations on mobile

20. …ESPECIALLY FOR MEDIA + PUBLISHING
32.1%
32.1%
42.9%
53.6%
50.0%
53.6%
57.1%
60.7%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Integrating app interaction into multichannel customer journeys
Technical difficulties to render a smooth email to app experience for end users
Our email marketing vendor doesn’t support linking to our mobile app
Difficulty in tracking email marketing campaigns to app growth
Inability for the email to sense what mobile OS is being supported and which offer to display
Inability for the email to sense whether the app has been downloaded or not
Difficulty measuring mobile app utilization
Email links to the mobile app (deep linking) breaks or does not work
Question: What are the greatest challenges that you have when promoting your mobile app with email marketing messages? Source: TRG Executive Marketer Survey; July 2016 N=300

21. MEAN NUMBER OF APP USERS = 10.76MM
8.3%
14.0%
16.7%
18.3%
12.7%
8.0%
5.3%
6.3%
1.7%
6.0%
2.7%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Fewer than
100,000 (0.08)
100,001 to
500,000 (0.30)
500,001 to
1,000,000 (0.75)
1,000,001 to
5,000,000 (3)
5,000,001 to
10,000,000 (7.5)
10,000,001 to
20,000,000 (15)
20,000,001 to
30,000,000 (25)
30,000,001 to
40,000,000 (35)
40,000,001 to
50,000,000 (45)
Greater than
50,000,000 (55)
Don’t Know
Question: Q34. How many users of your mobile app do you have? Source: TRG Executive Marketer Survey; July 2016 N=300

22. THE BUSINESS IMPACT
OF DEEP LINKING

23. DEEP LINKING DRIVES BUSINESS VALUE
Assumptions
­ 19.48MM Monthly Send Volume
­ $121.86 AOV
­ 70% of User Open on Mobile
­ 3% CTR
­ 30% Have App
Why? A Better User Experience.
­ Users who don’t have app installed, are first
guided to download, and then directed to
appropriate in app location
­ Users who do have app are linked to more
relevant in app experiences due to contextual
data being passed from origin to app
https://branch.io/resources/email-revenue-calculator/

24. TOP THREE VALUE DRIVERS
• Consumer experience: Higher engagement, repeat visits
• Business outcomes: Incremental revenue, ROI
• Visibility: App installs, in-app activity
“With Branch Deep Linked Email, about 40% of all email clicks from mobile devices have
triggered new sessions in theCHIVE app, a huge engagementincrease that we weren’t able to
deliver before.”
-- Eric Spielman
VP of Product at theCHIVE

25. CONCLUSION: HOW TO SUCCEED IN THE MOBILE AGE
• As mobile penetration continues to increase, brands and marketers will rely more
heavily on mobile apps to deliver a better user experience.
• Holding the biggest opportunity for revenue and consumer growth, mobile apps
need to be integrated with other marketing channels under the mobile context.
• Enterprise marketers need to adopt innovative technologies to adapt to the
mobile reality and rely on performance data to justify continued investment.

26. TO LEARN MORE:
• Get a copy of the research paper: The Rise of Mobile Apps and Value of Deep Linking
• Request a demo of Branch Deep Linked Email: https://branch.io/email/