13 Aug 2021
App Market
Key takeaways
- Email marketing supports user engagement beyond the initial app download.
- Personalisation and segmentation improve relevance and conversion rates.
- Automated, behaviour-triggered emails increase retention and re-engagement.
- Email plays a direct role in driving in-app conversions and upgrades.
- Continuous testing and analytics are essential for long-term campaign success.
Why Email Marketing Matters for Mobile Apps
Email marketing is one of the most effective ways to engage users and keep your app relevant beyond the initial download. While push notifications grab attention on-screen, emails offer a space for deeper engagement, better storytelling, and long-term relationship building.
Mobile apps benefit from email marketing by supporting onboarding, driving conversions, and increasing retention. Unlike push notifications, which are fleeting, email can reinforce messages with timing, context, and personalisation. And when combined with push, email acts as a secondary layer of communication; less intrusive but highly impactful.
From welcoming new users to reactivating dormant ones, email campaigns can mirror the app experience, nudging users toward actions that matter most to your business.
Key Components of Effective App Email Campaigns
Personalisation & Segmentation
Personalised emails based on user behaviour and in-app activity create a more relevant experience. Instead of sending the same message to everyone, segment your audience based on attributes like purchase history, app activity, device, or lifecycle stage.
Use behaviour-triggered emails such as reminders for incomplete registrations, abandoned carts, or milestone achievements. These targeted nudges increase both engagement and conversion, helping you guide users along a specific journey.
Timing & Automation
Automated email sequences let you send messages at scale without losing the human touch. By setting behavioural triggers like a user completing a tutorial or hitting a usage dip, you can automate timely responses that keep users active.
Lifecycle-based scheduling is key: from onboarding flows to upsell prompts and retention nudges, every message should feel relevant to the moment. Tools like Customer.io, Braze, or Klaviyo support real-time automation and personalisation at scale.
Integration with App & CRM Platforms
Effective app email marketing relies on clean integration between your app and email tools. Syncing user data between your app backend and CRM allows for real-time, behaviour-based targeting.
For example, when a user completes an in-app action, this data can instantly trigger a relevant email. This level of integration supports precise segmentation, campaign measurement, and agile optimisation, saving time while improving ROI.
Using Email Across the User Journey
Onboarding New Users
Onboarding emails help new users understand your app’s value quickly. Send a welcome email right after download, followed by a sequence introducing key features or prompting setup steps.
Example: A task manager app might send three onboarding emails: “Set your first task,” “Try voice input,” and “Connect your calendar.” Each message reinforces usage, making it easier for users to form habits.
These early messages must be timely, informative, and personalised to drive engagement before interest fades.
Retention & Re-engagement
Retention campaigns are essential for reducing app churn. After the initial buzz wears off, users often drift. Nurturing flows can maintain momentum with content like tips, product updates, or reward reminders.
Re-engagement emails should aim to bring dormant users back. Think “We miss you” messages, limited-time offers, or showcasing new features. Brands that combine these with behaviour-based timing see stronger long-term retention rates.
Driving In-App Conversions
Email marketing plays a direct role in influencing user actions, whether it’s making a purchase, subscribing to a plan, or referring a friend. Campaigns that focus on conversion might include:
- Upgrade prompts for freemium users
- Limited-time discount offers
- Referral programme invites
All these emails should include a clear CTA, strong visual hierarchy, and measurable performance tracking.
Analysing & Optimising Campaign Performance
Tracking & Analytics
Email platforms offer deep analytics that help marketers monitor open rates, click-throughs, conversion events, and retention over time. Use these metrics to measure campaign health and identify optimisation points.
Look beyond vanity metrics, what matters is how emails impact in-app behaviour. Dashboards like Mixpanel, Amplitude, or your ESP’s built-in reporting can help tie email campaigns to product outcomes.
A/B Testing & Continuous Optimisation
Never assume what works, test it. A/B testing subject lines, copy, CTAs, layouts, and send times helps you find the combinations that maximise performance.
Even small adjustments, like button placement or message length, can affect click-throughs and conversions. Always run tests with a goal in mind, review results carefully, and iterate consistently.
Best Practices for App-Focused Email Marketing
- Design for Mobile First: Most app users open emails on their phones. Use mobile-responsive templates, concise copy, and tap-friendly CTAs.
- Set the Right Frequency: Don’t overwhelm users. Base your send cadence on engagement signals and user preferences.
- Maintain GDPR Compliance: Always obtain consent, offer easy opt-outs, and store user data responsibly.
- Focus on Deliverability: Use verified domains, clean lists, and clear sender identities to avoid the spam folder.
- Prioritise User Preferences: Allow users to manage preferences and opt into topics they care about.
Final Thought
Email marketing is more than a support channel for mobile apps. It’s a strategic tool for driving engagement, retention, and long-term growth when aligned with user behaviour and app goals. With the right data and messaging, email becomes a reliable way to guide users through every stage of the app journey.
At AppsPlus, we help businesses integrate email marketing into their mobile app strategy to support onboarding, re-engagement, and conversion. By aligning email campaigns with in-app behaviour and analytics, our team ensures every message delivers measurable value.
Looking to strengthen your app growth strategy with email marketing? Contact us today to get started.
FAQs
Why is email marketing important for mobile apps?
Email marketing keeps users engaged outside the app and supports onboarding, retention, and conversions over time.
How does email marketing differ from push notifications?
Emails allow for deeper storytelling, personalisation, and context, while push notifications are more immediate and short-lived.
What types of emails work best for app users?
Onboarding emails, re-engagement campaigns, upgrade prompts, and personalised behaviour-triggered messages perform best.
How can personalisation improve app email campaigns?
Personalisation makes emails more relevant by tailoring content to user behaviour, lifecycle stage, and preferences.
Which tools are best for app email automation?
Popular tools include Customer.io, Braze, Klaviyo, and other platforms that support real-time behavioural triggers.
How do you measure success in app email marketing?
Success is measured by open rates, click-throughs, conversions, retention impact, and in-app behaviour changes.
