By Scott Lorenz Westwind Communications The greatest use of personal computers and laptops in America, by far, is email – reading, sending and deleting emails. In fact, for many people the only reason they ever turn their computers on is to check for the “you have email” message. And so anyone engaged in mass marketing of any kind must include an email campaign in their marketing plan.
This especially is true for iPhone application developers because one of the first things most iPhone users do after powering up is to check for email. Email marketing can be extremely successful in making iPhone App sales go through the roof.
Consider the makers of an iPhone app called “Voices.” They had an existing email database of more than 600,000 people built up over time. When Voices was released in the iTunes store, they sent out a single message to their list and sold more than 300,000 apps in just 30 days and became the number one paid app in almost every nation across the world. Mike Vallez, an iPhone marketing expert, says a good yardstick to use to avoid annoying people with unfocused, repetitive pitches is to send no more than one or two messages in a 30-day period.
Another advantage of this rule is it forces you to methodically review what you are going to say as you only have two chances to get it right. Mike Vallez is co-author with Bryan Bowers of a very useful book, “Secrets to Effective iPhone Marketing: 20 steps to Better Better Market Your iPhone App” (https://iphoneappmarketingebook.com/), that I recommend reading before launching your iPhone marketing efforts. In a press release, marketing letter or email message be sure to have a Call to Action. The Call to Action convinces someone to do something – now! The Call to Action might be to sign up for a newsletter, check out an article, purchase your app, or download a free report. Key elements to creating a Call to Action are: Free Add-on: Offer an extra map, extra game level, cheat sheet or free accessory or something else that goes with or helps with your app. Deadline: Offer something of value for free that expires in a short timeframe. Discount: Also works great with a deadline. Exclusive Offer: Give something that makes user part of an exclusive group, something not offered to the general public. Make them feel special.
A major use of an email marketing campaign for an iPhone app is to create a pre-launch buzz campaign. The goal is to make people aware of your new app and create excitement and anticipation for the app. Any successful email marketing campaign must begin months before the launch date because success hinges upon having in place an email database that you developed yourself. Spammers buy lists and use email tools to steal passwords form websites and blogs but this is not the way to build a list or to do business and it will make you vulnerable to civil or criminal charges.
To build a quality database of names, select email address of individuals who will actually have an interest in your application. Start building your database by including people you know – friends, family, neighbors, customers, co-workers, church members, etc.
These are people who know you and want to see you succeed. And these are individuals who will be more inclined to forward your message to other people which accelerates your campaign and helps it go viral. Even if you hire a professional marketing specialist it still is necessary to have a solid database on hand because a list of email addresses that are relevant to potential customers is not something you can buy. iPhone App Public Relations These efforts are intended as illustrations of how a public relations professional, especially one with Internet marketing savvy, can move an App developer high above the clutter into the niche market arena that will place him in the middle of shoppers, buyers, and highly curious end users. For more ideas on promoting an iPhone app visit: www.WestWindCos.Com About Scott Lorenz and iPhone app promotion Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with individuals and entrepreneurs to help them get all the publicity they deserve and more. Lorenz has handled public relations and marketing for numerous authors, doctors, lawyers, inventors and entrepreneurs. Check out Lorenz’s article “52 Ways to Promote Your iPhone App.” Learn more about Westwind Communications’ iPhone app promotion at https://www.WestWindCos.Com or contact Lorenz at [email protected] or by phone at 734-667-2090.