Email marketing continues to be a powerful channel for apps. It complements push notifications, reaches users who have disabled notifications and allows for more detailed communication. This guide presents specific strategies for engaging app users via email.
Why Email Marketing for Apps
Guaranteed Reach
Unlike push, email arrives even with notifications turned off.
Rich Content
More space for information, images, multiple CTAs.
Low Cost
High ROI. Economical retention tool.
Advanced Segmentation
Based on in-app behavior.
User Lifecycle
Onboarding
First days are critical. Emails guide configuration and first actions.
Activation
Lead to key action that demonstrates value.
Engagement
Maintain regular use. Tips, news, content.
Retention
Prevent churn. Re-engagement of inactive employees.
Reactivation
Bring back whoever left.
Onboarding Emails
Welcome
Immediately after registration. Give thanks, set expectations.
Incomplete Setup
Remember to complete profile, settings.
First Steps
Guide to initial actions. Sequential tutorial.
Initial Success
Congratulate achievements. Reinforce value.
Engagement Emails
Newsletter
Regular content relevant to the product.
News
New features, important updates.
Usage Tips
How to extract more value from the app.
Personalized Content
Based on preferences and behavior.
Transactional Emails
Confirmations
Purchase, registration, important action. Automatics.
Receipts
Transaction details.
Alerts
Security, important changes.
Status
Order sent, account update.
Retention Emails
Inactivity
"We missed you." After period of non-use.
Churn Risk
Signs of abandonment. Special offer.
Win-Back
User has already churned. Try to recover.
Birthday
Registration date or personal birthday.
Essential Automations
Drip Campaigns
Automatic sequences based on time or behavior.
Trigger-Based
Event in the app triggers specific email.
Behavioral
User action (or inaction) triggers communication.
###Lifecycle
Automatically tracks user phase.
Segmentation
By Behavior
Actions in the app, features used, frequency.
By Engagement
Active, inactive, at risk.
By Plan
Free, trial, premium.
By Cohort
When you registered. Different journeys.
Personalization
Name
Basic but effective.
Behavior
Reference specific user actions.
Recommendations
Based on history and preferences.
###Timing
Send when user is usually active.
Email Metrics
Open Rate
Percentage that opens. Benchmark: 15-25%.
Click Rate
Clicks on links. Benchmark: 2-5%.
Conversion Rate
Actions completed after email.
Unsubscribe Rate
Cancellations. Keep it low (<0.5%).
App Opens
Email resulted in opening the app?
Email Design
Mobile First
Most read on their cell phones. Responsive design.
Clear CTA
Obvious desired action. One main CTA.
Consistent Visual
Aligned with the app's branding.
Brevity
Get to the point. Less is more.
Deep Links
What are they
Links that open a specific screen in the app.
Importance
Take users directly to where they matter.
Fallback
If app not installed, take it to store or web.
Tools
Mailchimp
Popular, good to start.
###Braze
Enterprise, focused on mobile.
Customer.io
Event-based automation.
Klaviyo
Strong in e-commerce.
SendGrid
Robust transactional APIs.
App Integration
Events
Send events from the app to the email tool.
User Profiles
Sync user attributes.
Push + Email
Orchestrate channels. Don't duplicate.
Deliverability
Sender Reputation
Maintain good reputation. Avoid spam.
Authentication
SPF, DKIM, DMARC configured.
Clean List
Remove bounces and inactives.
Frequency
Don't overdo it. Respect inbox.
Common Errors
Very Frequent
Bombing causes unsubscribe.
Generic
No personalization, no relevance.
No Clear CTA
Beautiful email, but it doesn't drive action.
Ignore Mobile
Design breaks on small screen.
Conclusion
Email marketing complements push notifications and creates a robust communication channel with users. Automate onboarding, segment by behavior and personalize messages. The result is better retention and higher lifetime value.
##FAQs
1) Email or push notification? Both. Email for rich content, push for urgency. Orchestra.
2) What is the ideal frequency of emails? 1-2 per week for marketing. Transactional when necessary.
3) How to improve open rate? Attractive subject lines, right timing, recognizable sender.
4) Do I need a specific tool for apps? Not necessarily. But integration with app events is important.
5) How to measure the impact of email on the app? Deep crawlable links. Assign app opens to emails.
Also read
- Engagement in applications: strategies that work in practice
- Growth Hacking for Applications: Accelerated Growth Strategies
- Push Notifications: Mobile Engagement Strategies
- User Retention: Strategies for Maintaining Engagement
- Churn in Applications: How to Reduce and Retain Users
- Email Marketing for Applications: Everyday Strategies