Email messages can be used to reconnect inactive users to an app

The result: the well-known email, of all things, can be used efficiently across modern marketing channels. Marketing experts can even use it as the centerpiece of their multi-channel campaigns to increase customer loyalty and boost sales. This is supported by the fact that the combination of email and push notifications increases the use of mobile applications threefold, increases weekly app usage by 40 percent and can also reintroduce inactive users to an app. The study also found clear evidence that communication with users must be tailored to the different user groups.

According to App Annie, a global provider of app market data, the app economy recorded 18.4 billion dollars in revenue in the first quarter of this year. Email marketing helps brands capitalize on this growing revenue opportunity by encouraging customers to use the app on their smartphone. This in turn leads to higher monetization. But email alone is not enough as a marketing channel. To build a closer relationship with customers, marketers need a multi-channel strategy that combines email with other communication channels.

The most important results of the Leanplum study in brief:

• The use of mobile applications increases threefold when you coordinate e-mail messages with push messages.
• Users who open email messages have 40 percent more weekly sessions than users who do not.
• Inactive users are 50 percent more likely to reconnect to your application following an email message.
• Loyal users appreciate frequent emails, but if less interested users are contacted too often, they tend to unsubscribe from a newsletter.

"Even though we now live in a mobile-first world, email cannot be insulated from the data generated by apps," says Joyce Solano, SVP of Global Marketing at Leanplum. "Our report underscores one thing: Only those who truly understand their users and their behavior can successfully combine email with other mobile channels such as push messages to increase user engagement."

Over a total survey period of 60 days, Leanplum analyzed data from hundreds of companies that each sent at least 1,000 emails worldwide every day. Apps from various industries were included in the results - including travel, gaming, education, entertainment and fintech.

Leanplum's mobile marketing platform captures more than 24 billion mobile data points daily and sends over 50 million messages per hour. It provides real-time insights and helps marketers build closer customer relationships by encouraging interaction with the customer.

The full Mobile Marketing Trends Report "Not Your Grandma's Email: The Transformation of Email in a Mobile World" is available here available for download.