Case Study: Ancestry achieves 3x app engagement with Branch’s Universal Email

Ancestry® increases app engagement by 3x using Branch’s Universal Email

Ancestry®, a family‑history and consumer genomics company founded in 1983, operates a massive online records network and a mobile app for viewing family trees, DNA results, and app‑exclusive features. The company struggled to measure the effectiveness of email campaigns, boost feature adoption, and retain and acquire app users across platforms, so it partnered with Branch to gain actionable cross‑platform insights.

Using Branch’s Universal Email, Ancestry launched a targeted August 2022 retention campaign that highlighted five key app features (including Photo Scanning) and served personalized CTAs that sent non‑users to the app store and existing users directly into the app. The campaign produced strong results: app opens rose 44% week‑over‑week, U.S. downloads increased 50% (with near‑100% gains internationally), and engagement with the featured app features nearly tripled, improving both retention and acquisition.

Ancestry

Brandon Winter

Marketing Production Manager