This is a guest post from Dana Chan, content marketing coordinator at Movable Ink, an AI-powered content personalization platform that helps brands deliver individualized messaging at scale.
There’s nothing more aggravating than a forever spinning cursor or waiting for a video to buffer. Interruptions always manage to get under people’s skin, including your customers.
That’s why it’s crucial for brands to provide a seamless omnichannel experience that keeps customers in their flow. But this can be difficult to achieve, especially on mobile — where customers spend most of their time. From browsers to push notifications to in-app experiences, customers are constantly switching among touchpoints, and often drop off when met with a broken experience.
Movable Ink and Branch work together to deliver an omnichannel marketing solution that makes the mobile experience seamless. Below, we break down how data integrations and deep linking make it possible, with inspiration for your own strategy along the way.
How behavioral data powers personalization
The Movable Ink and Branch integration lets marketers activate data from multiple sources simultaneously to deliver a hyper-personalized mobile experience.
Here’s how the handoff works: Branch’s SDK captures user activity, including app installations, purchases, subscribes, trial starts, or any custom event the brand defines. Movable Ink then activates that behavioral data in real time to generate a personalized experience for each user.
Because Branch is continuously capturing signal, Movable Ink can keep adapting as user preferences change. The result is a cohesive experience that delivers the right message at the right time, without marketers having to orchestrate every touchpoint manually.
How deep linking closes the loop
Movable Ink specializes in creating personalized email experiences, but the last step of email personalization requires deep linking from Branch, especially since the majority of emails are opened on mobile these days.
Branch integrates with email service providers and Movable Ink to automatically convert email links into cross-platform deep links, so customers land on the content they expect regardless of device or platform. For mobile users, that means clicking an email takes them directly to the relevant content inside the app, rather than a generic homepage or mobile web page.
Consider a streaming brand: If a new show catches a customer’s eye in a branded email, clicking the link takes them straight to that show’s page in the app, ready to stream.
This matters because app users engage longer, purchase more, and have higher lifetime value (LTV) than their web counterparts. Deep linking puts users where conversions happen, and the data backs it up: Brands see a 3.6x lift in purchases on mobile when the experience is this seamless.
Beyond conversions, the integration also gives marketers accurate attribution data, so they know exactly where customers came from before taking action.
See it in action
Here’s what the Movable Ink and Branch integration looks like across a few real use cases.
Rich push notifications
Branch forwards a customer’s rewards information to Movable Ink, which generates a rich push notification visualizing their latest earnings alongside a CTA to collect. That CTA is deep linked, routing the customer directly to the right in-app content.
In a win-back scenario, Branch feeds two data points to Movable Ink: the customer’s subscription stage and their most recent “Add to Watchlist” selection. Movable Ink uses that to generate a personalized push notification encouraging the customer to resubscribe and pick up where they left off, with a deep link to take them straight there.
Payment recovery
When Branch detects that a customer’s payment method is about to expire, Movable Ink automatically surfaces a personalized banner prompting them to update their card before it lapses, keeping their experience uninterrupted.
Membership onboarding
Branch and Movable Ink work together to transition the customer from email to mobile. Once Branch detects that the customer has downloaded the app, Movable Ink creates a personalized membership bar using multiple data points to show what steps remain for a complete membership experience. Deep linking routes the customer directly to the relevant in-app content when they click through.
In each of these examples, customers move across branded touchpoints without friction. And marketers can deliver all of it with minimal manual lift, because the integration handles the orchestration automatically.
Get started
Seamless mobile experiences are built on the right integrations. Request a demo to see what you can achieve with Movable Ink and Branch.
