Every single day, people check their email an average of 74 times. That's more than they open social media apps, more than they check the news, and yes—more than they browse app stores looking for something new to download. Yet most mobile app developers treat email marketing like an afterthought, something to bolt on after launch rather than weave into their core strategy.
The numbers tell a different story though. Apps that use email marketing see 3x higher retention rates than those that don't. They generate more revenue per user, build stronger communities, and create that sticky feeling that keeps people coming back. Not bad for something that's been around since the dawn of the internet!
The best mobile app marketing happens outside the app itself
What makes email so powerful for mobile apps isn't just the reach—it's the intimacy. When someone gives you their email address, they're inviting you into their personal space. That's a privilege, not a right. And when you respect that privilege, email becomes your direct line to the people who matter most: your users. Whether you're launching a new feature, sharing updates, or just saying hello, email cuts through the noise in ways that push notifications simply can't match.
Why Email Marketing Still Matters for Mobile Apps
I know what you're thinking—email marketing for mobile apps? That sounds a bit old-fashioned, doesn't it? But here's the thing: email marketing is far from dead. In fact, it's one of the most powerful tools you can use to keep your app users engaged and coming back for more.
Think about your own phone for a moment. You've probably got dozens of apps installed, but how many do you actually use regularly? The sad truth is that most people download an app, play around with it for a day or two, then forget it exists. This is where email marketing comes in—it's your direct line to remind users why they downloaded your app in the first place.
The Numbers Don't Lie
Email marketing delivers an average return on investment of £42 for every £1 spent. That's pretty impressive! But what makes it particularly powerful for mobile apps is that it works alongside your app, not against it. When someone opens your email on their phone, they're just one tap away from opening your app.
Building Real Relationships
Push notifications are great, but they're limited. Email gives you space to tell a proper story, share valuable content, and build genuine relationships with your users. You can:
- Welcome new users with helpful onboarding tips
- Share feature updates and improvements
- Send personalised recommendations based on their app usage
- Re-engage users who haven't opened your app recently
- Celebrate milestones and achievements with your users
The key is treating email as a conversation, not a broadcast. When you do that, you'll find users actually look forward to hearing from you.
Building Your Email List the Right Way
Getting people to hand over their email address isn't as easy as it used to be. We've all been burned by spam and nobody wants another inbox full of rubbish they didn't ask for. That's why building your email list properly from the start is so important—it sets the foundation for everything that follows.
The best approach I've found is to offer something genuinely useful in exchange for an email address. This could be a free guide, early access to new features, or exclusive content that your mobile app users actually want. The key word here is "want"—not what you think they should want, but what they're actively looking for.
Making Sign-Up Simple
Your sign-up process should be painless. One or two fields maximum. Ask for their email and maybe their first name, but don't get greedy and request their life story. You can always gather more information later once you've built trust.
Place your sign-up opportunities where they make sense within your app flow. After a user completes a key action or reaches a milestone is often perfect timing—they're already engaged and feeling positive about your app.
Always use double opt-in for your email list. It might seem like an extra step, but it ensures you're only emailing people who genuinely want to hear from you—and it keeps you compliant with privacy laws.
Creating Emails That People Actually Want to Read
Let's be honest—most app emails are terrible. They're boring, pushy, or completely irrelevant to what users actually want. I've seen countless apps send the same generic message to everyone on their list, then wonder why their open rates are dreadful.
The secret to writing good emails is simple: make them useful. Your users downloaded your app for a reason, so your emails should help them get more value from it. Maybe that's showing them a feature they haven't discovered yet, or sharing tips that'll save them time.
Keep Your Subject Lines Short and Clear
Your subject line is like a shop window—it needs to grab attention quickly. Keep it under 50 characters so it doesn't get cut off on mobile devices. Instead of "Amazing New Features You'll Love!" try something specific like "New photo filters now available".
Write Like You're Talking to a Friend
Skip the corporate jargon and write how you'd actually speak. Use "you" instead of "users" and don't be afraid to show some personality. People connect with brands that feel human, not like robots.
- Use short paragraphs that are easy to scan
- Include clear call-to-action buttons
- Test different email lengths to see what works
- Personalise content based on how people use your app
- Always include an easy way to unsubscribe
Remember, every email should give your users something valuable—whether that's useful information, exclusive content, or genuine help with your app.
Timing Your Email Campaigns for Maximum Impact
Getting your timing right can make or break your email campaigns—and I've seen plenty of apps get this spectacularly wrong over the years. Send an email at 3am and you'll find yourself buried in someone's inbox by morning; send it during lunch and you might catch people checking their phones between bites.
The old rules about Tuesday to Thursday being the golden days aren't quite as reliable anymore. People check emails differently now, especially mobile app users who are constantly switching between devices. What matters more is understanding when your specific audience is most active and engaged.
Finding Your Sweet Spot
Start by looking at your app's usage patterns—when do people open your app most? That's often when they'll be receptive to your emails too. For fitness apps, early morning works brilliantly; for entertainment apps, evenings tend to perform better.
The best time to send an email is when your audience is most likely to act on it, not when it's most convenient for you to send it
Don't forget about time zones if you've got users spread across different regions. Segmenting your list by location and scheduling accordingly can boost your open rates significantly. Test different times with small groups first—what works for one mobile app might be completely wrong for another.
Measuring Success and Understanding Your Data
Right, let's talk about the bit that makes most people's eyes glaze over—the data. But here's the thing: if you're not measuring your email campaigns, you're basically flying blind. I've worked with countless app developers who send out emails and then just hope for the best. Don't be that person!
The good news is that email marketing gives you loads of useful information. You just need to know what to look for and what it all means.
The Numbers That Actually Matter
There are tons of metrics you could track, but these are the ones that'll tell you if your campaigns are working:
- Open rates - How many people actually opened your email
- Click-through rates - How many people clicked on links in your email
- Conversion rates - How many people did what you wanted them to do (like opening your app)
- Unsubscribe rates - How many people decided they'd had enough
- App engagement - Did people actually use your app after getting your email?
Most email platforms will give you this data automatically. The trick is knowing what good looks like—open rates around 20-25% are decent for most apps, whilst anything above 3% for click-through rates is pretty solid. But don't get too hung up on industry benchmarks; what matters most is whether your numbers are improving over time.
Common Email Marketing Mistakes to Avoid
After years of helping mobile app developers with their digital marketing strategies, I've seen the same email marketing mistakes pop up again and again. The good news? Most of them are easily avoidable once you know what to look for.
The biggest mistake I see is sending emails without permission. This sounds obvious, but you'd be surprised how many people add customers to their mailing lists without asking first. Not only does this annoy people, but it can also get you in trouble with spam laws. Always use double opt-in processes where people confirm they want to receive your emails.
Timing and Frequency Blunders
Another common error is bombarding users with too many emails. Just because someone downloaded your mobile app doesn't mean they want daily updates. Start with one email per week and adjust based on how people respond. Also, don't send emails at random times—test different days and hours to find what works best for your audience.
Content That Misses the Mark
Many app developers make their emails all about themselves rather than focusing on what users actually want. Your subscribers don't care about your latest company news; they want to know how your app can help them solve problems or make their lives easier.
Always test your emails on different devices before sending them out. What looks perfect on your computer might be completely unreadable on a phone.
Conclusion
Email marketing isn't going anywhere—and that's brilliant news for app developers who get it right. I've watched too many brilliant apps struggle because they focused purely on getting downloads whilst completely ignoring how to keep users engaged afterwards. Email bridges that gap beautifully; it's your direct line to users when they're not actively using your app.
The fundamentals we've covered here aren't rocket science, but they do require consistent effort and attention to detail. Building a quality email list takes time—there's no shortcut to earning people's trust and permission to land in their inbox. But once you have that permission, you can create genuine value through well-timed, relevant content that makes people look forward to hearing from you.
What I love most about email marketing is how measurable it is. You can see exactly what's working and what isn't, then adjust your approach accordingly. The data doesn't lie, and it will guide you towards better results if you're willing to listen to it.
Start small, test everything, and remember that behind every email address is a real person who chose to trust you with their inbox. Respect that trust, provide genuine value, and email marketing will become one of your most powerful tools for growing your app business.
