Tap That App: How to Market Your App for Serious Success

Business.com / Technology / Last Modified: February 22, 2017

Congrats! You have created an app that no one else has thought of yet. But do you know how to promote it? Keep reading.

So, you've created an app that no one else has thought of yet.

You've invested time and resources to create it and you've uploaded it to the main app stores with high expectations. Now all you think you have to do is sit back and wait for the downloads to come, right? Wrong.

Have you thought about how to promote this brilliantly unique app? 

Graph showing apps introduced per month per device type

70,000 apps are added to the Apple Store each month. Yet many of these apps have never seen the light of the day, considering that 81 percent of users do not look past the top 50 apps.

It is clear why having a brilliant app isn’t enough. Without a strategic plan to advertise your app, it will be difficult for users to come to know it, download it and use it.

Related Article: Marketing to the Mobile Man and the Mobile Woman

Do You Know That 60 Percent of Apps Have Never Been Downloaded?

Many entrepreneurs are focusing on the implementation of the app and do not consider that a good part of the investment should be reserved to the promotional phase, i.e. introducing the app to their audience.

The fact is that they risk throwing 100 percent of their efforts in the trash, thus falling into the black hole along with 60 percent of apps that have never been downloaded.

This does not mean that those who have few resources are bound to see every single one of their projects fail. What matters is having a good strategy starting from the concept to the launch of the app and choosing the right tools to promote it.

App Strategy: Spend Less on Implementation, More on Promotion

Marketing strategy is critical to the success of an app. A fundamental point to keep in mind is the equal allocation of the investments between the implementation and promotion stage.

Even those with limited budgets can save money in the initial phase, for example, by using an online system for creating apps easily, within minutes and without special technical skills.

The result is a complete app with all its main functions, which perfectly meets the needs of small and mid-size businesses.

In this way, you can save resources that will be essential for the promotion phase.

Which Tools to Use to Promote an App?

There are many ways to promote an app. Internally in the stores, by optimizing the app so that it can organically reach your potential audience, and externally, with Facebook and PR campaigns to get it reviewed on popular blogs.

There is, however, a promotional tool that is often underutilized but can definitely make a difference: email marketing.

Why Emails and Apps Are a Winning Team?

There are many good reasons to include emails in the strategy to promote your app:

  • Popularity: 91 percent of consumers use email on a daily basis. Thanks to mobile devices they can do it anywhere and receive messages almost instantaneously.

Graph showing click-through rates and higher ROI using email campaigns.

  • Economic returns: it is estimated that the return of an email marketing campaign is 40 times as much as the investment, compared to campaigns based on keywords ($17 for every $1 spent) or banner ads ($2 for every $1 spent).
  • Quickness: It takes time for an app to reach high rankings in the store while emails can reach users immediately and, if well-designed, can lead straight to action.

4 Essential Types of Email Campaigns for Your App

Email can be used in many ways to accompany the app in its growth path. Here are those you can’t do without:

#1 Launch e-mail: “Have you already downloaded our app?”

This is the first, essential communication, to let your customers know that their favorite brand has an app now and to invite them to download it.

This email presentation should be sent to all the contacts in your database, but not in an indistinct way. To be effective, it must have a personalized content based on the types of users.

Personalized emails generate an increase of 70 percent in conversion rates: It’s therefore worthwhile creating a list, related to age, location or other available data and tailoring messages that speak directly to the target.

When to send it? According to TechCrunch, Sunday is the best day to launch an app, as shown in the table below.

Graph showing the best day of the week to launch an app: Sunday 

#2 Email Reminders: "Do you know how many things you can do with our app?"

Promotion does not end when the app is downloaded. 23 percent of apps are opened only once after the download. What you need to do is constantly give users good reasons for them to keep using your app.

There are many ideas to maintain active communication with users. A promotion to download the pro version of the app for a limited time, show them its various features, invite them to discover newly implemented functions, and promote special offers.

Related Article: Mobile App Marketing: How Apps Contribute to the Consumer Journey

For example, Dunkin' Donuts has created an email campaign reminding users of monthly offers valid for all those who have downloaded the app.

Dunkin' Donuts App

 #3 Loyalty emails: “Thank you for choosing us.”

Emails don’t always have to be promotional. They may simply thank the most loyal users for using the app many times, like what PicktoChart has done.

In this case, the aim is not for commercial purposes but rather to engage consumers, strengthen the bond with them, make them feel important and keep the conversation going. 

PiktoChart Thank you email to loyal customers

#4 Email to request feedback

User opinions are an important factor in the success of an app. They contribute to store ranking and are one of the first things that people look at before downloading an app. 88 percent of people trust online reviews.

They also help app developers figure out issues and how to improve the app. In the initial phase, when the app is still poorly understood, reaching a certain number of reviews can be difficult.

However, emails can be an excellent way to encourage them. Invite those who have already downloaded the app to leave their opinion. Because the response rate is high, it’s vital not to waste the user’s time.

A direct link to the review page or just one specific question on the overall experience or a specific feature may be enough to get a good number of feedback responses.

As Lars Lofgren of Kissmetrics says: “If you don’t use the information you’re asking for, you’re wasting your customer’s time. You’re also wasting yours. You’ll have a whole batch of responses to look through and none of them will make a difference. Instead, save time and get better responses, by including only the essential questions.”

Related Article: Mobile Ready: 4 Things to Ask Yourself Before Mobile Strategy Planning

The request for feedback can be combined with a reward or a simple thank you. The image below is an example of how this approach can work.


Email request for a survey response from Three.co.uk

One Last Tip: Think Mobile and Be Responsive

Now that you know the importance of email to promote your app, do not forget to carefully tailor the content. Make the most out of this tool and do not forget to optimize the message for mobile.

Nearly 45 percent of emails are opened on smartphones. Apps are made for mobile devices so the more optimized your email promotions are for mobile, the more effective they can be.

In fact, the open rate is 40 percent higher in optimized emails than in non-responsive ones.
Think about your app and start working on it. What unique message would you send to your customers' inbox?



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