Iterable poured through the data of the mobile customer journeys of 30 companies across six industries to see how they incorporate mobile user behavior in their cross-channel campaigns.
Looking at four key mobile marketing channels—push notifications, SMS, in-app and the mobile inbox—we have identified how these channels are utilized for a better customer experience and which trends are most common.
Here’s what you’ll find inside:
- Data silos still exist. Mobile data is not being incorporated into email campaigns—and vice versa. Despite having downloaded the app, almost a quarter of companies studied (23%) included a “download the app” prompt in their email campaigns and only 20% of companies had a cart or browse abandonment campaign.
- Cross-channel balance is key. The overall messaging breakdown showed a balance between mobile and email messages, with 53% of all messages coming via mobile channels. However, over 50% of brands in the study sent fewer than ten emails, indicating mobile behavior is not integrated into email campaigns.
- Push is the preferred mobile channel. Of the 30 brands in the study, 70% sent at least one push notification with an average of 8.4 push messages sent over the three weeks. One third (30%) of brands in the study did not send any push notifications at all, indicating a potential missed opportunity for brands to engage with mobile users.
- SMS is the most underutilized channel. Despite texting’s integral role in consumers’ daily mobile usage, only 8% of all mobile messages sent were SMS, and 80% of companies did not deploy SMS messages at all.
Sponsored by Iterable
Iterable empowers growth marketers to create world-class user engagement campaigns throughout the full lifecycle, and across all channels. Segment users, build workflows, automate touchpoints, and test strategies at scale without engineering support.