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Srinivas Gurram
Srinivas Gurram March 7, 2023

Mobile apps have become a crucial part of our daily lives in today’s digital age. Consumers are projected to download 136 billion apps in the google play store and 37 billion apps in the apple store by 2025, it’s getting increasingly difficult for app marketers to attract and retain users. 

In 2023, email marketing is expected to be vital to any app marketing strategy. With over 4.6 billion global email users by 2025, email marketing can be a powerful way to communicate with your app users. In fact, email has seen higher click-through rates than social media when it comes to online advertising.

In this blog, we discuss the top email marketing strategies for app engagement in 2023.

What is Email Marketing?

Email marketing is a powerful marketing channel to reach out to your customers. It combines direct and digital marketing, making it an excellent choice for businesses looking to increase their reach and visibility. 

By using email to promote your business’s products or services, you can ensure that your customers know your latest updates or offers. 

Email marketing strategy can be easily integrated into your marketing automation efforts. This makes it an invaluable tool in your marketing strategy, as it can assist with lead generation, brand awareness, and keeping your customers engaged.

Top Email Strategies for App Engagement in 2023

1. Personalize the Onboarding Emails

Onboarding emails are a crucial aspect of the user experience, as they are the first communication between the company and the user.  A well-designed onboarding process can gather important customer information, which will help you understand better. It sets the tone for the entire user journey and guides users through the different features and functionalities of the app.

Personalizing these emails can help users feel more connected to your app and increase engagement. By including the user’s name, location, and other relevant information in the onboarding emails, you can create a personalized experience that will entice users to start using your app. This approach will help you build stronger relationships with your users and increase the likelihood that they will continue to use your app over time.

A well-written onboarding email can boost the product’s feature adoption.

For example, Amazon sends a personalized onboarding email with a brief overview of all features and functionalities of the app. The email also includes a “Explore your benefits” CTA button that encourages customers to explore the app further and learn about the various benefits they can enjoy. This serves as an effective way of getting customers to engage with the app.

Amazon's Prime Welcome Onboard Email
Image Source: Amazon

2. Segment and Target your Email List

Segmenting your email list helps you to send targeted messages to specific groups of customers. By segmenting your list based on behavior, interests, or location, you can create highly personalized messages tailored to your customer’s needs. Segmenting your email list helps you increase the open rates and builds your brand reputation.

For example, Samsung segments the list based on user behavior and sends them a follow-up email with personalized product recommendations, special offers, or discounts. This strategy helps ensure that each customer receives relevant information that will be of value to them, which can help increase customer engagement and conversion rates. 

Samsung's Personalization Email
Image Source: Samsung

3. Send Triggered Emails

Triggered emails are an effective strategy that marketers use to reach customers promptly and personally. They are sent automatically based on a user’s behavior or action within the app, such as signing up, purchasing, or abandoning a cart. These emails are handy for driving engagement because they are tailored to the user’s actions. 

For example, Netflix utilized triggered emails significantly, sending them to customers when their payment was unsuccessful. This ensured that customers were quickly made aware of any payment issues so that they could take the appropriate steps to rectify the problem. By doing this, Netflix ensured customers could continue enjoying their streaming services without interruption.

Netflix's Triggered Email
Image Source: Netflix

4. Optimize for Mobile Devices

You must optimize your emails for mobile devices. Ensure your email is easy to read on a small screen and your call-to-action is easy to click. You need to make sure your emails are mobile-friendly to appeal to your target audience.

Use responsive design, which automatically adjusts your email layout to fit the screen size and ensures your emails are concise, and easy to read on a small screen. 

5. Incorporate Gamification

Gamification is a great way to make emails more interactive. It involves incorporating elements of gaming into your email content. You can send a quiz or puzzle related to your content and offer a reward for completing it. This could be a discount on a product, free access to an exclusive feature, or a free trial. Not only will this encourage email recipients to engage with your content, but it will also reward their efforts.

For Example, Flipkart, one of India’s leading e-commerce companies, has implemented a gamification feature called “sSpin-the-wheel” to engage users. This feature encourages users to participate in virtual games, where they spin a virtual wheel to win prizes.

Flipkart's Spin the Wheel Email
Image source: Flipkart

6. Perform A/B Testing

A/B testing in email marketing strategy helps optimize your email campaigns for maximum engagement. Test different email subject lines, designs, and content to see what resonates best with your users. This will help you determine the elements of your emails that are the most effective and successful. 

A/B Testing is an invaluable tool for organizations wanting to increase their open and click-through rates. This will help identify which email features work best and which must be optimized. After analyzing the results, you can adjust your emails accordingly to ensure the highest levels of engagement from your users. 

7. Collect Feedback via Survey Emails

App marketers can gain valuable insights into customers’ wants and needs by collecting user feedback. You can use this information to improve the app functionalities and overall user experience. It also encourages user participation and engagement when users feel their opinions are valued. 

For Example, Netflix again collects customer feedback via surveys. The company uses email surveys to capture user opinions, preferences, and feedback. It uses the data collected from these surveys to improve its services and ensure customers have the best possible experience. 

Netflix's Customer Feedback Email
Image Source: Netflix

Conclusion

To win at email marketing in 2023, you must be ahead of the game by finding new ways to measure and achieve success. By utilizing the strategies outlined in this blog, businesses can increase their conversion rates and gain a competitive advantage.

Businesses can use email marketing strategies to establish and maintain their brand image by taking quick but calculated action. Not only is email marketing a powerful tool, but it is also relatively inexpensive and easy to implement. Investing the time and resources necessary to create the most effective email marketing campaigns will positively impact customers and boost app engagement.

The Upshot.ai Advantage

Upshot.ai is an omnichannel, user engagement, and gamification platform that helps digital product owners and marketers improve product adoption and conversions.

With Upshot.ai, banks, Insurance, and FinTech firms can enhance their digital experiences with pre-built gamification features. It can provide personalized insights, actionable recommendations, and contextual nudges designed to deepen its relationship with its users. Book a demo of the most comprehensive user engagement and gamification platform to achieve your digital product goals. Join our communities for more insights, guides, and best practices that keep you updated with proven strategies and tips to supercharge your campaigns.

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