What is the big challenge of mobile apps? The most important thing is keeping users interested and coming back. One smart way to do this is through lifecycle email marketing — a method where you send emails based on where users are in their journey with your app. These emails help guide users, keep them engaged, and turn them into loyal fans.
Let’s break it down and see how you can use lifecycle email marketing to grow your app successfully.
First to know is, what is lifecycle email marketing?
Lifecycle email marketing means sending automatic emails to users based on what they’re doing in your app — like when they sign up, make a purchase, or haven’t opened your app in a while.
The idea is to support users at every stage of their journey, from the moment they join, all the way to becoming regular users. When done right, it helps improve the user experience, boosts app activity, and increases your earnings.
Next, what to send to them?
Before you hit send, it’s good to know why you’re emailing your users. The right message at the right time can help you build a better connection, keep users engaged, and turn them into loyal fans. Here’s a quick look at what you can send based on where they are in their journey:
- Welcome and Onboarding Emails
When someone signs up, it’s your chance to make a great first impression. Send friendly welcome emails to introduce your app’s features, explain how it works, and share helpful tips to get started. - Activation and Engagement Emails
After the welcome stage, your goal is to get users involved. Encourage them to complete their profile, try out cool features, or explore premium options. These emails help users get more value from your app. - Conversion and Retention Emails
Once users are active, you can send emails to keep them engaged and encourage them to make purchases or upgrade. Think special deals, discounts, or personalized offers. - Re-engagement and Win-back Emails
Some users might stop using your app or even uninstall it — it happens! Reach out with win-back emails. Share updates, new features, or exclusive offers to get them interested again. For example, Spotify sends special playlists or deals to bring users back.
Now, tips for doing it right!
Here are a few tips to make your lifecycle email marketing works better:
- Make It Personal
Use the data you have to personalize your emails — like what users like, what they’ve done in your app, or where they are in their journey. - Send Emails at the Right Time
Timing matters. Send emails when users are most likely to read them (based on their activity or time zone). Don’t spam them — keep it balanced. - Include a Clear CTA
Always tell users what to do next. Whether it’s “Check out this feature,” “Get 20% off today,” or “Come back now,” make your call-to-action stand out. - Test and Improve
Try different subject lines, designs, and messages to see what works best. Keep testing to improve your open and click rates. - Mobile-Friendly Design
Most people read emails on their phones, so make sure your emails look good and are easy to read on smaller screens.
Lifecycle email marketing helps you stay connected with users and guide them through your app journey — from day one to long-term loyalty. Keep an eye on your results and keep tweaking your strategy for even better performance.
With the right tools, creating and managing lifecycle email marketing campaigns doesn’t have to be complicated. That’s where ProPS comes in — our platform helps you automate personalized emails based on real user behavior, so you can engage your audience at every stage of their journey. From onboarding to re-engagement, ProPS makes it easy to turn data into action and keep your mobile app users coming back for more.
Source: onesignal.com