Instacart Leverages Deep Linking in Email to Drive a 6% Click-to-purchase Rate

Instacart, the leading grocery delivery brand with a popular app, realized that the links in their marketing emails were pointing to the mobile web instead of their mobile app, even when the user already had the app installed. With around 70% of emails being opened and clicked on mobile devices, they knew how important it was for their revenue goals to find a solution that would send their users directly into their mobile app from emails. They also knew that email clicks that take users to the mobile web have a dismal conversion-to-purchase rate of less than 1%.

  • 6x increase in purchases from email
  • 30% app engagement rate from email