Email is generally the most inexpensive form of mass marketing to reach large audiences and with somewhat predictable results. Industry averages say that emails have an open rate of 20-40 percent (depending on the industry) and then 10-20 percent click through to your website. Like regular snail mail, email also has it pros and cons.
• Email is great for building relationships and keeping your app buyers up-to-date with offers, information, and newsletters.
• Some email campaigns can generate up to a 5-10% response rate, with additional tracking options to fine tune your messaging—such as tracking click through rates on links embedded within the email.
• You can quickly adjust and tweak your message or call to action quickly based on response rates.
• Email also allows the audience to respond to the offer immediately by directing responses to your specific landing page on your website or to the App Store.
• Email can be used to easily send promotional codes or invite users to join a registration-based community.
Cons
• In recent surveys, email is declining in terms of use by younger users who prefer other means of communication through newer social media tools.
• Email is easily deletable, and with so much spam many email users may ignore or not even receive your message.
• Email is difficult to attract the attention of an app buyer if they don't check email often. You need to go where the user is, which is on their iPhone or iPad. The next section on advertising goes into detail on how to capitalize on this emerging trend.
Email can be used to reach out to your contacts on a consistent basis, but it's important to send relevant and timely information to avoid boring and annoying your readers. Direct marketing success is dependent on a well-maintained database of current buyers with valid email addresses.
Pros
A promotion for your new app via a monthly newsletter or a targeted piece designed specifically for a campaign can be effective use of direct mail. If you can locate a newsletter that might be willing to carry the announcement of your app, this is the best approach. I would be willing to bet that very few iPhone/iPad developers have tried this approach...yet. It is crucial to always create a compelling call to action and a strong offer whenever you use this type of approach. You must give your audience a reason to respond. Direct mail generally nets a 1-3% response rate.
Advertising your app is another way to increase sales and get the word out about your app. Advertising can also be effective to build your overall brand image if you are a larger development company and have the budget, time, and money. For most independent developers, effective advertising requires you to think more creatively and constructively about how to get the word out about your app. Think in terms of getting free advertising where your app has some appeal and a reporter or writer is interested in giving your app some press.
Continue reading here: Selecting Your Social Media Tools
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