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Andre Kempe,


Admiral Media,

Oct 6, 2022

Email Marketing Strategies For Mobile Apps

In this article, we will be discussing top email marketing strategies for mobile apps. There is always a struggle for mobile apps to retain users. The average 30-day retention rate is low, up to 2.5% in some industries whereas the uninstall average 30-day rate is 28%. Retaining the users you already have is significant compared to acquiring new users. This is a huge challenge for mobile app companies. Email marketing strategies can help in retaining these users and helps in fighting the threat of losing a valuable audience. If you use email marketing along with SMS or in-app messages, then it can be beneficial for you because it will help in customers’ re-engagement with the app and improve the chances of retaining these users for a longer term. It can turn out to be a huge advantage for you if you go for the right email marketing strategies. A survey shows that around 99% of the users are observed to check their emails on daily basis. This is a plus point for you to keep your app on the mind of the audience by sending them emails on regular basis. If you are considering doing email marketing for your mobile app, then you might want to look into the strategies we will be elaborating in the following points of the article. Read them until the end to find out what strategies are best to opt for.

1. Goal planning

You may not be new to email marketing. Maybe in the past, you have applied some unsuccessful email marketing strategies. Even if you have had some successful launch campaigns before, still it is important to have proper planning to start a campaign. You have to set the goals you need to accomplish through these campaigns. What exactly are you looking for? Is it high revenue? Better engagement? Decide the growth level you expect to see and plan accordingly. This will help you to sit back and analyze the entire situation to know if your campaign is going in the right direction or not. Is it compatible with the goals you have set? Once you have successfully planned, try to hire a team that can help you in achieving your objectives. We also provide these services. You can contact us at any time to assist with your email marketing.

2. Set a pre-launch strategy

Once you know the goals you wish to accomplish, it is now time to build a pre-launch strategy. Outline your campaign, its tone, its cohesiveness, and its look. Connect with an email service-providing agency. There are a lot of ESPs. Which ESP you want to choose depends on the budget you are willing to spend and the reviews of these ESPs. The product or app you are going to market will play a key role in opting for the right ESP. It depends on the nature of your app and what type of ESP you will choose.  Apart from regular email marketing software, there are specialized mobile CRMs that can also handle push notifications together with emails. They require deep integration into your app and allow which allows smarter real-time audience segmentation by behavior (e.g. users who recently purchased something in your app), rather than building email lists manually. These services can be costly, though, so it’s fine to start manually, refine your strategy and ramp up later. Once you have decided on the right ESP. It is now time to build a subscriber list.

3. Increasing the subscriber list

Before starting to market your app through emails, get the users to opt for your list of subscribers. When the user registers for your app, grab their email. Request for permission if the app needs a sign-up before use. Initial stages are considered ideal to get the emails of users. Try to collect email as soon as someone opens the app to run it. If you do not ask the user to sign-up early, then you make ask them to register later. A similar example is an app you use for shopping that helps you browse the products freely and requires registration when you are about to check out. It is also one of the ideal moments to collect email addresses. You should be clear about the emails you are sending and how frequently will you send them. This will be beneficial for you in the long run because you are not trying to annoy your subscribers by spamming them. Otherwise, it can have a serious impact on your reputation as a sender. When users have successfully opted for your list, then congratulations, you have now entered a pool of numerous opportunities.

4. Previewing and testing the campaign

Once the campaign is ready to launch, you may want to add some complexity to it that whether you will collect data on the preferences of your audience or are you looking to appeal to various groups depending on their location or preferences.

A/B testing:

A/B testing can be used to test the emails. The data collected can then be used to learn the user base. This data can be used to segment the outgoing information. It is a simple but effective way of customizing campaigns.

Beta Testing:

You have to test your campaign before launching it. Before you go for beta-testing, test your app internally with either the agency or team of professionals you trust. Get feedback from all the people involved, and it can add value to your campaign. Once enough information is gathered, launch the beta version and contact several users to explain to them how to subscribe to the beta testing version of the app. The feedback from these users will help you in resolving bugs and problems that can be fatal for the app.

5. Launch the campaign

Once you have successfully collected data through beta versions, then it is time to launch your campaign. When the campaign has been successfully launched, there are possibilities that you may come across some problems. It is normal, so don’t lose a night’s sleep over it. This means people are checking the emails you are sending them. Take notes of the analytics info you find. It tells you about the open rates of the app, bounce rates, rate of unsubscribing, info about revenue, and much more.

6. Post-launch strategy

Once you have successfully launched your email marketing campaign, the information collected will help you with your future emails. If the open rate was higher, then choose the headline that performed well through your A/B testing and move forward with it. Ask the users about the improvements they need. Get their feedback and work on them. This is valuable to retain your customers.


You may find email marketing strategy for mobile apps to be completely overwhelming if you have never created a successful campaign in the past. Campaigns should not be fuzzy, and they must help increase ROI. There is a huge possibility that these email campaigns will outperform the campaigns you do on social media. If you are confused about whether to opt for email marketing or not, the answer is that ‘you should‘. It will help you generate more revenue and reach out to more audiences. Thoughtful interactions can help you in retaining previous customers. So email marketing strategies for mobile apps can create a lot of difference for you.

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