App marketers are well aware of how powerful push and in-app messages can be, but they often completely overlook another amazing app marketing tool – email!
Email marketing is a great way to reach users through the intimacy of their inboxes. While email marketing has been traditionally used in conjunction with web activity, it’s an incredible asset for app marketers, too.
App marketers have a huge advantage when it comes to email. With access to extensive user data, app marketers can create sophisticated cross-channel email campaigns that are the envy of other marketers.
Email marketing is powerful but must be done delicately, as users are inundated with dozens (sometimes hundreds) of emails a day, with your email competing right alongside the rest of them.
How do you stand out from the crowd? By speaking to your users’ unique interests and using their past behavior to influence your marketing strategy.
Of course appealing individually to each of your users is easier said than done. However, apps have a major advantage.
By tracking and collecting app user data, marketers can craft ultra-relevant, targeted emails that connect to individual user needs.
This goes way beyond simply using a customers’ name in an email. App user data allows marketers to create targeted, smart email campaigns, taking into account information such as a user’s:
• Most read article topics
• Recent purchases
• Average session length
• Recently viewed screens & history
• Gaming levels completed
• Favorite exercise activity
The data you collect will depend on the purpose of your app, but the main point is that your app data should influence your email strategy and allow you to create extremely personalized, relevant emails (not the broadcasted spam you see flooding many inboxes).
For apps, email marketing provides the perfect opportunity to re-engage and nurture users. You can use emails to:
Introduce Your App. Email is a great way to give new users the low down on how to get setup, what features your app provides, and how they can make the most of what you have to offer. It’s your handy owner’s manual, in a streamlined style.
Engage With Current Users. Email can also be used to nurture and engage with customers who are already familiar with your app. You can gently guide users down the funnel towards a conversion, all while developing your relationship with them and establishing brand trust. For smart nurturing strategies, use the user data you’ve collected to personalize emails, letting past interactions and user interest influence the content of the emails.
Reactivate Infrequent App Users. Users who may have gone dark in your app can be re-ignited with a well-positioned email.
Provide Longer, Richer Content. Most communication conducted with users through mobile apps is quick and concise, since users are often on the go and are using small screens. Email allows you to enter into longer, more thorough dialogue with users. With email, you can use images, videos, and long-form text to tell a richer story and add a new dimension to your conversation with customers.
Reach Users Who Have Disabled Push Notifications. Studies have shown that 48% of app users opt out of push notifications. Email is a great way to get back in touch and re-engage with users who have opted out of push.
We’ll talk more about specific ways you can use email to power app interactions with the templates below!
There are many different formats and styles of emails you can send your user base, and the exact type of email you want to send will depend on your campaign goals and your app’s purpose.
This extensive collection of email marketing templates can be used to influence your app email campaigns. Browse through these templates and see what gets you excited, then use those templates as inspiration!
Welcome new users to your app and give them the lowdown on what they need to know in order to get the most out of your app.
Purpose: Users may have downloaded your app, but haven’t used it yet. They may have started to use it, but aren’t sure what to do next. The welcome email introduces them to your app and guides users up the app learning curve, showing them what their next newbie app steps should be.
Thanks for downloading ClearStream – we’re looking forward to helping you find the best fishing streams, rivers, lakes, and ponds for the next big catch.
ClearStream uses user-submitted data to provide information on the best biting bodies of water in the area. Log in and see what fishers near you are saying!
The onboarding email is often similar to the welcome email, but tends to go more in-depth when it comes to helping users get in gear on your app.
Purpose: The onboarding email is that extra push some users might need to get started. While the exact nature of the onboarding experience will vary depending on your app, this is where you should guide users based on what actions they have or have not performed in your app.
For example, some social apps have found that, in order for users to get real value from the app, they must have at least seven friends. In this case, an onboarding email might encourage users to head back to the app and add more friends to their network until they hit that pivotal number. Other times, it might mean getting users to allow you to track their location or select a few categories of topics they are interested in.
Onboarding can mean many different things to different apps. Onboarding might involve:
Info Screens. Some apps use a series of onboarding screens to show a user the main functionality of the app when they first launch it.
Tutorials. For gaming apps, users may benefit from guided tutorials showing users how to play.
In-App Call Out Tips. Some apps prefer to highlight various features in the app through in-app call out messages.
We noticed you haven’t put your location and food preferences into HelpImHangry yet.
Putting in your information is easy – just log in, go to About Me, and put in your location and personal food preferences.
This will help us deliver the best, most relevant foodie offers for you, to ensure you never go hangry again.
The Confirm a Transaction email is an email sent following a recent transaction, with an order confirmation, transaction summary, and any applicable tracking info.
Purpose: These emails confirm an order and give users any information they may need for their order. Transactional confirmation emails also build trust between you and an app user, showing that you care about giving users the information they need so they can rest easy regarding their order.
Food Delivery. Let users know when their food will be arriving, how long their wait will be, and give them a recap of their order information.
Flight Booking. Confirm a user’s flight booking and provide a trip itinerary.
Payment Summary. Mobile payment apps might provide a list of transactions performed in the past month (you could also show how much users have saved or what credits they’ve spent).
eCommerce Order Confirmation. Provide order confirmation, shipping info, and any helpful links buyers might need if they have questions about their order.
Your order has been processed and your food will soon get cooking!
Sit back and relax – we’ll let you know when your delivery is on its way.
Send users a special coupon that can be used as a discount on something they’ll love.
Purpose: Get users back into your app or website with a coupon. Even better, use app user data to send users coupons for products you already know they’ll be interested in. Coupons can be used to incentivize new users, or to reward existing users while developing your brand relationship with them.
Mobile Payment App. Get $3 off your next order when you pay with the app.
Transportation App. Provide a coupon code to give users $10 off their next trip.
eCommerce App. Offer users a code providing free shipping or a limited-time product discount.
Get 50% off your order with coupon code 50SALE. This offer is good for today only, so use it ASAP!
These are emails using past user behavior to suggest new products to users.
Utilize data on what categories users have engaged with in the past, what items they’ve starred, and what content they’ve shared to influence future suggestions.
Purpose: Introduce users to new products based on items they’ve already purchased or viewed. Suggest the right items or content, and you’ll delight your users.
Content App. Which article topics does a user engage with the most? If a user has read several content pieces about animals and has shared a post detailing a study on how dogs interact with their owners, you can assume that she has a pet (or wants one) and will likely enjoy more stories about animals.
Travel App. A travel app could suggest restaurants or tours to a user who has used the app to check in to a hotel in a new city. On a wider scope, a travel app might suggest similar cities to destinations a user has already visited and shown interest in.
eCommerce App. What products has a user purchased or starred in the past? Suggesting similar items could result in additional conversions.
Local Check-In App. What restaurants or stores has a user checked in from in the past? Suggest similar stores to pique a user’s interest.
Hey Christina, check out these new pieces of fall fashion we think you’ll fall madly in love with!
Predictive messages can be sent to users who are expected to potentially churn (or convert) in the near future. This practice of predictive marketing involves using app user data to predict certain actions, and then using that data to encourage desirable actions or deter negative actions. Predictive marketing makes you clairvoyant, allowing you to see into the future and then change it (all without a DeLorean or blue Police Box).
For example, maybe your data shows a trend that users who do not provide location information are more likely to churn. You could then use that predictive data to send an email to users with missing location data, reminding them to log in and update their location preferences.
With predictive marketing, app marketers can create tailored incentives to either push users closer to a conversion, or help steer them away from churning.
Note: Predictive analytics data is required in order to craft predictive email campaigns.
Purpose: Re-engage users who have the potential to churn or encourage a conversion for users with a low-churn risk.
Upload Photos. Some social apps have found that encouraging users to complete certain actions makes them less likely to churn. For example, a social photo-sharing app might see from their data that users who upload at least three photos are less likely to churn. In this case, the app might prompt users to sync photos from their internal camera gallery or Facebook to help prevent churn.
X% Off First In-App Purchase. Apps might consider offering an incentive to users who appear unlikely to convert naturally. A coupon or discount could be just the thing to turn a non-converter into a power user!
Relevant Recommendations. When dealing with users who seem very likely to convert, try sending them relevant recommendations related to products they’ve already shown interest in. An events app might suggest tickets to see a band that a user has shown interest in, or bands with a similar style.
In addition, our previous two email templates would also serve as great predictive emails for users marked as likely to convert.
We found five people you already know who you can add as friends on ArtAlly, the social networking app for artists.
Why not reach out and connect with them? Having more friends on ArtAlly lets you have drawing competitions and share critique feedback with other members.
Event promotion emails let your customers know that you’re part of an event and invites them to join in.
Purpose: Notify app users about an event you’re a part of in the local area. This will apply mostly to local businesses, but could also be used for store chains running events connected to their various locations. Apps can also use email to promote an event happening remotely.
Limited-Time Event. Some apps use seasonal cues or larger citywide events to jumpstart their own smaller special events. If you’re a restaurant app, you might email users to tell them you’ll be providing free ice cream for users who use your app to order food on National Ice Cream Day.
Online Event. Apps can use email to promote virtual events as well. Gaming apps can notify users about a live special tournament, and a finance app might promote a live Q&A session with a financial advisor, etc.
To celebrate our two year anniversary, we’re throwing a #BostonBlockParty!
Come to our offices on October 18th and celebrate with us – we’ll have food, games, giveaways, and goodies for all attendees!
Send app users an email notifying them about a cool new feature available in your app or big version updates.
Purpose: Update users about new features (and get them back in your app to try them out). New feature emails show users that you’re continuously working to improve your app and deliver the best experience to your app advocates.
Split the Check. A restaurant reservation app could announce to users a new feature that lets them split the check between friends.
Leaderboard. A gaming app might notify users about a leaderboard feature that lets friends compare their progress against one another.
You asked, and we listened! Today we’re happy to announce that you can now cash checks using your smartphone within the BetterBank app.
Just hit the “Cash Checks” button, snap a photo of your check, and we’ll cash it right to your account – talk about easy!
Let users know they’ve reached a personal goal or hit a new benchmark.
Purpose: Get users excited about their progress and encourage them to continue. Goal emails show users that you’re rooting for them and are psyched to celebrate their successes! These emails hold users accountable to their goals, all while fostering your relationship with customers and encouraging them to think fondly of you. Show users that you’ve got their back and are their #1 cheerleader.
Gamification Badges. A restaurant check-in app could use gamification badges awarded to users for checking in at certain locations. Email users about their new badges to get them excited! For example, checking in to three new restaurants in one week could earn users the Brave Adventurer badge.
Fitness Progress. Use achievements and progress updates to help fitness users meet their workout goals.
Finance Apps Show Savings. Apps focused on helping users budget and save their money can notify users when they’ve hit their monthly budgets or congratulate them on staying under. Commemorating good activity encourages users to keep saving!
Course Videos Watched. For users taking an online class, emails congratulating a user on each new video lecture watched could encourage more class participation and improve chances of course completion.
Congratulations Frank, we’re so proud of you! You beat your personal record today by running three miles in 27 minutes, with a 9-minute mile.
You’re improving a ton – keep up the great work!
Use timely, seasonal emails to attract user attention and take advantage of holiday festivities.
Purpose: Use seasonal cues to excite users into action. This will be especially useful if your app can be connected to seasonal activities (for example, grocery apps could encourage users to get their Thanksgiving meal prep foods delivered rather than drag that Butterball around town).
‘Tis the Season. Celebrate the seasons and holidays with messages tailored to match the time of the year.
Current Events. You can also send great timely emails that reference current events (so long as they are somewhat relevant to your message). For example, a media app might reference the Oscar awards show or a popular show’s season premier.
Share an incredible feast with your friends this Thanksgiving by stocking up on the latest kitchen gadgets to make turkey day a bit easier.
For a limited time, all our kitchen supplies are 20% off! Grab that turkey baster and get cooking.
Curate fresh, relevant content that is personalized for individual users based on past behavior and interests. Digest emails like these show that your app aims to please and has your users’ interests in mind.
Purpose: Showcase new content you know users will enjoy based on what content they’ve enjoyed previously in your app. Use app user data to drive re-engagement and keep users connected.
Deals. Deal apps can use digest emails to let users know about the latest and greatest deal discounts happening around town.
New Videos. Video sharing apps could use emails to notify users about new video content that matches content users have previously shown interest in.
Hey there Joe - check out the latest news on the topics you care about.
Deconstructing the Winning Touchdown
New Brewery Opens in Seattle
Upcoming Full Moon Festival Promises Fun In Thailand
A special email to users who haven’t visited your app in a long time (or maybe never visited at all) showing them why they should return and providing examples of the action they’ve missed out on.
Purpose: This retention-focused email reminds users of your app’s existence. Make sure to emphasize your app’s value and try capitalizing on what users may have missed while they were away.
What You Missed. An event-based app could show users the fun events and activities they missed out on, while introducing users to upcoming events they’ll likely enjoy.
Reinforce Benefits. Remind users of the benefits your app provides, emphasizing value (and any new impressive features).
Provide Return Incentive. Give users an extra reason to return to your app – maybe in the form of a discount coupon or a free month of your premium membership.
We haven’t seen you in a while and are worried that you’re missing out on some awesome events.
Last Week: Happy Hour at the Aquarium With Penguins
Don’t worry though – there’s tons of fun upcoming events you can attend!
Don’t miss out – sign up for an event today and get 20% off admission/tickets!
An email encouraging users to upgrade from the free version of your app, to the paid version.
Purpose: Getting more paying users is a huge goal for many apps. You’ll want to tread carefully here though – ask for users to upgrade too early and they’ll quickly dismiss you. Instead, make use of targeting options to send upgrade emails to only the most likely candidates.
For example, if you’re a content app, you might wait until a user has read 10 articles within your app. By then they have a good feel for your app and understand its value. Now you can push them to a paid subscription, highlighting benefits like no ads, cross-device functionality, etc.
Free Game to Paid. Many gaming apps come with a free and paid version, with the paid version containing no ads (plus extra character skins or bonus levels). Remind users who may be irritated with ads that they can buy the paid, ad-free version of the game.
Pro Version With More Features. Some apps offer a basic freemium version, along with a more robust paid app with tons of additional features. Highlight features that a user may find useful in order to encourage them to upgrade to paid. For example, if a user loves sharing experiences and struggles in your weight loss app’s message board area, remind them that the paid version of your app provides one on one coaching.
Upgrade to pro and become a productivity power user!
Our pro subscription allows you to stay streamlined across devices and enjoy loads of extra features, all without ads.
A nurture email sent out to users who have left an item in their cart or forgot to follow through with their purchase.
Purpose: Remind users of a product they started to show interest in but did not order, with the end goal of getting the user to make a purchase.
You Left An Item In Your Cart. Remind users that during their last visit, they left an item in their cart without purchasing it. They may have gotten distracted or had a moment’s hesitation. Now’s your chance to get them back into your app to finish the buy!
An Item On your Wishlist is On Sale. This variation of the Item In Cart email notifies users that an item they have on their wishlist (or have favorited in some other way) is currently on sale. This extra incentive can often push users to make a purchase.
We’ve got great news for you! An item on your wishlist just recently went on sale. We suggest nabbing it now before the discount ends at midnight tonight.
A feedback email used to evaluate your relationship with app users and discover where you need to improve.
Purpose: Feedback emails are great tools for constructive criticism. Send a feedback email with a simple user survey and learn first hand what you can do to improve your app and boost retention. Feedback emails also show that you care about users and want to hear their opinions.
To encourage users to participate in the feedback survey, consider including an incentive, like entering a drawing to win 3 free months of premium membership, or a gift card.
You might also consider sending NPS (Net Promoter Score) surveys, which ask users to rate your app on a scale of 1-10. You can use those scores to assess your app, as well as send your promoters (those who rate you 9-10) to the App Store to review your app!
Get App Store Reviews with NPS Surveys. Send users an NPS survey to see how many users are detractors (rating you 1-6), passives (rating you 6-8), and promoters (rating you 9-10). Then send your promoters to the app store (whether the iOS App Store or Google Play) to rate your app. You already know they’re fans, so you can be confident that they will leave you a good review on the app marketplace, which will in turn build your app’s reputation and increase installs.
Follow Up On Uninstalls. You can also use the feedback email to specifically target users who have uninstalled your app or become inactive, asking why they’ve chosen to move on elsewhere.
Get User Input on the Direction of Your Roadmap. You could poll users on which new features they want to see developed first! This makes your users feel like a part of the experience and valued, and gives you insight into what to prioritize.
We’re always looking to improve and give you the best experience, but we can’t get better without your help!
We want to hear your suggestions on how we can serve you better. As a valued customer, we’re asking you to complete this short feedback survey (it shouldn’t take more than 5-10 minutes). In exchange for your honest feedback, we’ll enter you in a drawing for a chance to win a $50 gift card!
Thanks for your feedback – it means a ton to us!
With these email templates as a guide, you should be able to craft a series of powerful auto-responder emails that will help nurture your users and build engagement.
Email is a core component of strong app marketing - studies have shown that 69% of shoppers are influenced to make a purchase on a mobile device by company emails. Email isn't optional for apps, it's essential!
Email allows you to engage with new and current users, provide rich content like images, video, and longer form content, and reach users who have gone dark in your app or disabled push notifications.
We’ve gotten you started with these app email marketing templates, but you’ll likely think of countless more that connect directly with your app’s core value. Having tailored emails that speak to users at their individual point within the app lifecycle will help turn apathetic users into fans, and existing fans into devotees.
Use emails like these to strengthen your relationship with users and take your app to the next level!