Try to always send a welcome email after a user signs up. Below is an example from LivingSocial that contains simple but clear calls to action and lets users know about a deal:
Sales and Promotional
Within seconds of opening your email, users should know the value of the promotion (what the discounts are and what is on sale) and how long the offer lasts.
Provide graphics to illustrate any products that you’re promoting.
Keep your copy concise and simple so that it doesn’t clutter your email and distract users from the essential content.
Make your call to action clear and give recipients an easy way to immediately participate in the promotion.
If you’re recommending certain products, try to present them as curated, personal suggestions that the user may like.
Use social proof to promote your products. Show users any items their friends have liked or purchased.
If you’re promoting a limited time offer, be sure to let users know! Ideeli does a great job at conveying urgency in this email:
If the user just made an in-app purchase, you should thank them and provide any tips that can help them make the most of that purchase.
If the user just made an out-of-app purchase, provide them with shipping confirmation and a way to ask questions about their shipment.
Asking users to give feedback after a purchase is a good way to solicit input without being pushy. Because you’ve just provided users with a service, they may be more likely to share their thoughts. Here’s an example of an email from Restaurant.com:
Keep your tone friendly.
This may be your last chance to win users back, so be sure to include content that showcases your app’s value.
If the user has been relatively inactive since installing, offer helpful hints for getting started.
For social apps, keep users updated on their friends’ activities.
Offer discounts or any other incentives that may bring users back.
Try to make your message personal to show the user that he is still valued. Rue La La, for instance, frames its retention email as a note from its CEO:
Email can help you build up a social fanbase by directing recipients toward your Facebook, Twitter, Instagram, Pinterest, Youtube channel, etc.
Include links to your social media accounts within the email to make it easy for users to connect.
Make it fun! Try running a photo contest, promoting a hashtag, or having a giveaway. Below is an email from Hailo that offers a reward for participating in photo challenges:
Send updates of new or improved features to all of your users.
Updating users on new features is also a re-engagement tool because it reminds lapsing users of your app’s value.
If your feature requires an explanation or demo, include a link in the message. Here’s an example by Allrecipes.com: