How can we encourage the use of the app with email?
Posted: Tue Dec 03, 2024 8:09 am
Previously we saw what type of messages we can send to users who have our app and how the Message Center works. In this case, we will see what strategies we can use to get users in our database to decide to download the application and interact with it.
First of all, it is necessary for users to know about the existence of our app or its launch. Among the main channels that we can use to spread and promote it are social networks, the website itself and, of course, email marketing.
In the case that concerns us as email marketing specialists, this is the strategy that we would use in this field. The ideal would be to design a specific campaign to announce the launch of the app and what this will entail. For example:
– When is it released?
– What advantages will the user have by downloading it: discounts, being part of a loyalty program, exclusive information and news, etc.
– Celebrate the launch with a discount that is valid only on purchases made via app
– Accompany with a visual of what it will be like
We can then remind our subscribers by incorporating a banner about it in all our regular campaigns.
Once the app is up and running, we need to find a way to encourage downloads and use. Here we could use 4 strategies that are really effective and widely used in the fashion sector:
1- Early discounts in the APP
You have probably seen on more than one occasion that syria business email list during sales periods some brands take advantage of the opportunity to start them earlier on their app. Normally there is a difference of a few hours from the start on the website. This is a good strategy to encourage the download and use of the app. Users will not want to be left without that product they had been saving in their basket and will want to be the first to see which products have a discount and the percentage of this discount. It is the perfect excuse to get the subscriber to take action using a resource as useful as “loss aversion”. Here we leave you an example from Stradivarius and another from Pull&Bear .
Click to enlarge
Click to enlarge
2- Discount period on purchases made only from the APP
Another interesting tactic to encourage subscribers to use the app is to establish a period in which in-app purchases are discounted. Of course, only from within the app. This could be a discount applicable to the final purchase, or only to a specific product category. There are multiple options, it's just a matter of finding the one that best suits your strategy.
Here is an example from Bershka :
Click to enlarge
3- Be part of the Loyalty Program and its exclusive benefits
Sometimes some companies have linked the app to their loyalty program, with which users can obtain exclusive benefits and promotions, as well as rewards for increasing their level of commitment and loyalty to the brand. In this case, we can use the email channel to design a specific campaign explaining to the user how to become part of the company's loyalty program and the benefits they will get. The email channel can also be useful to inform the user when they move from one stage to another of the program. Sephora , Kiko Milano or Foster's Hollywood are some of the companies that have implemented it. Here we can see an example of Foster's Hollywood and its Fosterianos program .
Click to enlarge
4- Remember the advantages of having the APP downloaded
This strategy would be the fusion of the three we have described above. It involves designing an email campaign where the subscriber is reminded of the advantages of having downloaded the app and using it. We can mention, for example:
– Early access to sales
– Additional discounts
– Stay informed about the latest news, products, collaborations, etc.
– Be part of the brand loyalty program
– Have all our information stored in the app: purchase history, wish list, electronic ticket, etc.
First of all, it is necessary for users to know about the existence of our app or its launch. Among the main channels that we can use to spread and promote it are social networks, the website itself and, of course, email marketing.
In the case that concerns us as email marketing specialists, this is the strategy that we would use in this field. The ideal would be to design a specific campaign to announce the launch of the app and what this will entail. For example:
– When is it released?
– What advantages will the user have by downloading it: discounts, being part of a loyalty program, exclusive information and news, etc.
– Celebrate the launch with a discount that is valid only on purchases made via app
– Accompany with a visual of what it will be like
We can then remind our subscribers by incorporating a banner about it in all our regular campaigns.
Once the app is up and running, we need to find a way to encourage downloads and use. Here we could use 4 strategies that are really effective and widely used in the fashion sector:
1- Early discounts in the APP
You have probably seen on more than one occasion that syria business email list during sales periods some brands take advantage of the opportunity to start them earlier on their app. Normally there is a difference of a few hours from the start on the website. This is a good strategy to encourage the download and use of the app. Users will not want to be left without that product they had been saving in their basket and will want to be the first to see which products have a discount and the percentage of this discount. It is the perfect excuse to get the subscriber to take action using a resource as useful as “loss aversion”. Here we leave you an example from Stradivarius and another from Pull&Bear .
Click to enlarge
Click to enlarge
2- Discount period on purchases made only from the APP
Another interesting tactic to encourage subscribers to use the app is to establish a period in which in-app purchases are discounted. Of course, only from within the app. This could be a discount applicable to the final purchase, or only to a specific product category. There are multiple options, it's just a matter of finding the one that best suits your strategy.
Here is an example from Bershka :
Click to enlarge
3- Be part of the Loyalty Program and its exclusive benefits
Sometimes some companies have linked the app to their loyalty program, with which users can obtain exclusive benefits and promotions, as well as rewards for increasing their level of commitment and loyalty to the brand. In this case, we can use the email channel to design a specific campaign explaining to the user how to become part of the company's loyalty program and the benefits they will get. The email channel can also be useful to inform the user when they move from one stage to another of the program. Sephora , Kiko Milano or Foster's Hollywood are some of the companies that have implemented it. Here we can see an example of Foster's Hollywood and its Fosterianos program .
Click to enlarge
4- Remember the advantages of having the APP downloaded
This strategy would be the fusion of the three we have described above. It involves designing an email campaign where the subscriber is reminded of the advantages of having downloaded the app and using it. We can mention, for example:
– Early access to sales
– Additional discounts
– Stay informed about the latest news, products, collaborations, etc.
– Be part of the brand loyalty program
– Have all our information stored in the app: purchase history, wish list, electronic ticket, etc.