If you think email marketing is an over-used, old-school strategy of the yesteryear, think again. There is a reason why countless businesses are fond of it and practically milking it for all its worth. Did you know that:
- Emails enjoy better click through rates than Twitter and Facebook combined
- 53% of emails are opened on mobiles
According to Adobe’s 2016 online holiday sales survey, 40% of the consumers surveyed informed that email was the best way to reach them on a mobile device.
Yet another data by Micknsey.com corroborates with Adobe’s report. The report categorically states that emails are 40 times better than Facebook and Twitter combined to accelerate user acquisition and engagement.
Sure, the data apparently is a direct blow on the faces of chuckling trolls who reckon emails as nothing compared to push notification strategies and keep the latter on a high pedestal in the app marketing arena.
For your information, emails enjoy a return of $38 for every $1 spent, thus proving its marketing mettle time and time again, as the most influential and evergreen marketing tool for user engagement and acquisition. Cool…right?
But then, everything is not that hunky-dory in the email marketing arena.
It’s a universally acknowledged fact that emails enjoy a meager click through rate – just 4%. And that our inboxes are already crammed with tens of thousands of emails day in and day out, which nearly makes it impossible for your emails to capture user attention.
But then again, don’t forget, emails enjoy better click through rates on mobiles. And that 53% of emails are opened on mobiles. More than that, 23% of readers who open an email on a mobile device open it again. Further, one out of every three clicks within an email occurs on a mobile device.
All these staggering stats point toward the fact that mobile space is the best piece of digital real estate to drive app downloads.
#1. Target Your Existing Email Subscribers and Invite Them to Beta Test Your App
Your company, sure enough, would be having an existing email subscriber list. Make the most of it. Go ahead and shoot them an email with a subject line, stating the purpose of the email.
If you think you are driving them crazy with another email, think again! On the contrary, they’d feel good that they form among the privileged few to beta test your app.
Here take a look at Echograph’s email inviting users to beta test their app. The copy is straightforward and to the point. No beating around the bush. Just a couple of steps and images suggesting what the beta testers are supposed to do, to test the app.
Once the users submit their beta testing feedback, make it a point to send them a thank you email as well. However, ensure that this thank you email offers something extra. Even an app upgrade would do. Check out what Dropmark did.
Here’s Dropmark’s thank you beta testing email campaign. The email, right of the bat, thanks the users for beta testing the app. And then clearly states that beta testers would be offered an upgraded app for a special price.
Once your app is beta tested and all, and have successfully submitted the app to the app stores, it’s time to spread the word. Here are a few tips to keep in mind while announcing your app launch via emails.
#2. Bottom Line Up Front (BLUF) Emails with Direct Link to the App Store
Emails are supposed to be short and to the point.
Emphasis is on BLUF method, in short.
Huh! Yes. That’s military style of writing emails. Where the sentence is lead by a noun and followed by a verb. Where explanation takes the form of bullet points. Where economy of words is given super duper importance. The copy should catch the readers attention, right of the bat. Got the drift?
A BLUF Example from the Air Force Handbook.
In the app marketing realm, things aren’t much different.
Take, for instance, FreshDirect email blast promoting its Android, iPhone and iPad app. As you see, messaging is straight-to-the-point, with mobile being the focus point, not to mention the app images. More important than that is the inclusion of large buttons with direct links to the app store and play store, enabling users to directly download the app on their devices.
#3. Get them Started with an Onboarding Email
You are super excited that users are downloading your app, left, right and center.
But then, you find several users have started deleting your app, within the first few days, akin to those 80% apps that get deleted within the first three days of download.
Wanna avoid this situation? Without much ado, fire away those app onboarding emails within the first three days period.
But then, make sure your onboarding email is perfectly crafted to orient new users about your app’s features.
Let’s get an idea how an onboarding email should like by checking out flight-finder’s app, Hitlist.
Hitlist found that its new users weren’t keen on using the app after signing up. To give the downloaders an initial push, the company whipped a behavioral email with all the right triggers.
Course the immediate impression that we get is the email is pretty dry and bland. But then, once users start reading it, they’d come to know it’s a perfect lubricant oil for their starting problems. As if Hitlist could read the mind of its users, the email urges users to relax and take action, despite their misgivings, whether it was regard to their travel dates or destinations. It promises to help users find answers to all their travel queries.
#4. Familiarize Them to an Underused Feature
It’s not unlike the onboarding email – that introduces users to the key features of the app. However, this email’s job is a tad different – it’s to bring user’s attention to other amazing features within the app that lie underused or unused.
Such email notifications could help users find a new value for your app leading to better app retentions.
For this, you could try different analytic tools, such as Appcues to find used and unused features.
Study Swarm’s email to gain better insights as to how such an email works. If you see, this email immediately draws user’s attention to the new feature within the app. More importantly, there are two buttons as well, inviting them to try out the new features. What’s more, the email comes with deep links to open Swarm, sending them directly to the messaging feature.
#.5 Use In-app Behavior Insights to Strike a Better Chord with Users
For what it’s worth, your company emails should capture relevant info that resonates well with your target audience. This is where app analytics steps in, once again. Using app analytics you could practically sneak up on user’s in-app behavior, to personalize emails.
Keep a track of items the user constantly views, and then adds to their shopping cart, and also the type of screens they tend to spend a lot of time on. Then go ahead and impress them with an email that displays all these desired products at discounted rates.
Amazon.com’s personalized email target searchers of Canon cameras, for example. Perhaps, these users, looked up for Canon cameras on the amazon app, or on the amazon website, which might have enabled the eCommerce giant to send a personalized or relevant email to all the targeted users.
#6. Use User Profile Data to Personalize your Notifications
Miss the profile data, miss the relationship.
More often, emails turn out to be out-and-out salesy. Companies applying one-size-fits-all tactics are a commonplace. Customers can see right through such emails and might delete them at the first go.
So you need to go over and beyond the conventional approach to please users.
The bottom line: Accumulate as much information as possible on them when they are inside your app. This would help craft personalized emails for a particular group of recipients.
Accumulate information such as:
- Behavioral data
- Geographic area
- Job title or company size
- Past purchases / purchasing frequency
Once you profile data is ready, believe me, you could send personalized emails even at 2 am and, be assured, that users would open them.
For one thing, email marketing is an evergreen strategy, which businesses have been employing since ages. Another being, it’s cost-effective with an overwhelmingly higher return on investment. As mentioned above, it’s $38 for every $1 spent. So no matter what, ensure to double your email marketing efforts with loads of personalization.
Author Bio: Jini Maxin is a Sr. Writer with OpenXcell – Mobile App Development Company which offers app solutions across globe.