Iterable Report Finds Data Silos Are Setting Off Campaign Misfires for Email and Mobile Marketers

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Study assesses brands’ mobile engagement and identifies gaps, opportunities for seamless cross-channel experiences

Given rapid changes in how consumers are interacting and engaging with brands, marketers can no longer afford to approach their strategies on a channel-by-channel basis.

While brands have optimized email design for mobile consumption, many marketers are not incorporating customers’ mobile behavior into their email campaigns, according to new research released today by Iterable, the leading cross-channel growth marketing platform.

Iterable's recent research of mobile user engagement, “The Inside Look at Mobile Marketing,” gives insight into the current state of mobile customer journeys. The report breaks down how 30 companies across six industries incorporate mobile data into cross-channel marketing campaigns, like push notifications, SMS, in-app and mobile inbox.

Among the report’s key findings: while all 30 brands assessed had optimized email design for mobile, user engagement on mobile was rarely taken into consideration. For example, 23% included a “download the app” prompt in email campaigns to customers who had already downloaded the app, and only 20% of companies deployed cart or browse abandonment campaigns based on in-app behaviors.

And with only one company analyzed in the study directly referencing mobile behavior, the research reveals mobile marketing is still often deployed in a vacuum, indicating the need for brands to break down data silos in order to enhance the overall customer experience.

“Given rapid changes in how consumers are interacting and engaging with brands, marketers can no longer afford to approach their strategies on a channel-by-channel basis,” said Jeff Samuels, COO of Iterable. “There are no longer ‘mobile journeys’ or ‘desktop journeys.’ For consumers, all interactions with a brand are part of one continuous journey. Having the right down-funnel engagement strategy and technology stack in place is critical to delivering seamless experiences that drive meaningful engagement now and create long-term loyalty for the future.”

Other key findings from the report include:

  • 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 Iterable’s 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.

“Mobile apps are rife with opportunities for engagement, and when used correctly, push notifications can be an effective way to engage users and keep them interacting with your app,” said Michael Huard, content marketing manager at Iterable. “If users are willing to opt-in to push notifications, make these interactions count by ensuring they’re relevant, engaging and easy to act on.”

To learn more about cutting through the noise of irrelevant brand emails, selecting the right technology for seamless cross-channel experiences and addressing the gaps in your mobile marketing strategy, download a full copy of Iterable’s "The Inside Look at Mobile Marketing" report here.

About Iterable
Iterable is the growth marketing platform that enables brands to create, execute and optimize cross-channel campaigns with unparalleled data flexibility. Leading brands, like Zillow, SeatGeek, and Box, choose Iterable to power world-class customer engagement throughout the entire lifecycle. Visit for more information.

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Lucas Strombeck
Walker Sands (for Iterable)
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