Often underrated and ignored, email marketing can help
increase your mobile app installs if done the right way. Of course, it takes
patience and a fair bit of hard work to build up a database of subscribers, but
if you stick with it, there are hacks that will speed up the process.
Noah Kagan built a seven-figure business solely on the back
of email marketing.
Of course, it is possible with your app too. But for you to
succeed with email marketing, you need to align your thinking away from looking
at directly acquiring customers to acquiring, nurturing and engaging leads.
Once you’ve built a strong following that wants to hear from
you, that trusts you will guide them in the right direction when it comes to
choosing the product or service that’s best suited to their needs, they will
listen to you. They will listen to you when you talk about how your product or
service will benefit them.
Here’s how you can get started.
1. Collect email addresses.
The single most important factor for email-marketing
success? You guessed it right, email addresses! Collect email
addresses of people interested in hearing from you, whether from your
landing page, blog and even through Twitter cards.
Find ways to get users to share their email address with
you. Of course, with each route that you choose, you have to be conscious of
the value you’re offering to your audience for which they’re providing you
their email addresses. For example, offer a free ebook, a whitepaper or an
email course like the one I offer on mobile app growth hacking.
Another great way to get started with your email list is to
export the email addresses of all your first connections on LinkedIn.
2. Boost email signups.
There are a few hacks that will boost your efforts of
capturing more email signups. Optimize the pages that get highest traffic on
your website and place the lead-capture option there. OkDork
and Buffer App’s blog both have placed the lead
capture right up front on their blogs. The first thing that you notice is the
value they offer along with the signup form.
Let your visitors know clearly how often they can expect an
email. A lot of people don’t sign up for the risk of getting several emails
Social proof is a great way to influence people into signing
up. Social proof could include the number of subscribers you already have (use
this if it is in a few thousands), testimonials from influential people (read:
well known) or press.
3. Engage subscribers.
Once you’ve brought the users on board your mailing list by
offering value, continue to engage them. The more your audience is engaged, the
more they’ll refer to their network. So how do you keep engaging them?
Sending content that your audience loves to read would
increase the chances they stick around. Curated content saves you time and
investment in creating content consistently and is an easy way to provide great
value to your audience. Ensure the content is sourced from some of the best
blogs or publications in your industry.
Also use products such as Intercom or Customer.io
to email your existing product users based on a certain goal completion or a
pre-defined event, such as purchase or incomplete signup.
4. Create a viral effect.
When you’re sending content of value to your subscribers,
ensure you’re providing something from time to time that makes them share it
among their network.
Harry’s, the men’s grooming brand, collects email addresses
on its home page from users that were interested in knowing when the
product would launch. Once they entered their email address, the "thank
you" page got them to refer their friends to sign up too. The incentive
was a free product. The more friends they referred, the bigger the prize they
Another way is to link to a pre-written email to increase
referrals. Kagan describes the whole process in this blog post.
The trick is not to hit people with the selling or marketing
spiel about your product or service on day one. Gain the trust and then subtly
sell. This way, you’d close more sales than you can ever imagine. Yes, email