Ten Successful Product Launch Strategies for Mobile Apps

Natalya Ustymenko

Launching a mobile app requires thorough planning and execution to attract customers and stand out in an overcrowded app store. But how do you launch a new product? A well-coordinated and comprehensive approach for a successful product launch involves detailed pre-launch preparation, all-encompassing mobile marketing campaigns, and compelling user interaction strategies.

This article delves into ten successful product launch tactics for mobile apps, revealing key steps to take in advance to increase the odds of success. 

Checklist: How to Prepare Your App for Product Launch

A successful launch results from precise forethought, thorough planning, and methodical action. Here's a comprehensive product launch checklist of things to do to get your app ready for release:

  • Do research on your target audience. Learn about your audience's qualities, interests, and challenges. Use various market research techniques to gather information about your ideal user’s age, gender, occupation, and habits. Aside from demographic data, pay attention to psychographics — people's views, values, and lifestyles. 
  • Do a comprehensive market analysis. Your market analysis should go beyond simple knowledge of your sector. Examine current market trends, important players, and new opportunities. Review similar apps to see how they function. Identify market gaps where your app can prosper.
  • Create an enticing brand identity. Make sure your app's design reflects your target clients' beliefs and interests. A logo or color scheme is not enough to define your brand identity. It is the mental image and emotional branding that your app aims to evoke in consumers.
  • Promote your app to the media. Contact the media and bloggers to spread the word about your planned date to launch an app. Create a captivating press release highlighting your app's unique features and benefits. Provide influential tech bloggers with exclusive interviews or feature stories.
  • Optimize app store presence. Improve the usage of keywords, titles, descriptions, and screenshots to boost your app's exposure. Also, encourage user reviews and ratings, as these factors substantially impact download selections.
  • Evaluate the team's readiness. One of the crucial product launch ideas is to create detailed documentation that includes tasks, timelines, and ownership. To coordinate teamwork, track progress, and ensure everyone is on the same page, hold regular team meetings to address difficulties and alter plans as needed.
  • Show the special value of the app. The one-of-a-kind unique value proposition is what makes your software appealing to users. Make this UVP explicit in your software description, promotional materials, and user interface. Show how your software addresses a specific problem or offers a value that other apps do not.
  • Identify critical metrics and monitor them. Not using data for a marketing plan for a product launch is a true way to failure. Determine the main indicators critical to the success of your app, such as the app conversions, daily/monthly active users, user engagement, retention rate, and average income per user. Set specific, quantifiable goals for each statistic and track them regularly.

Below are a few product launch plan examples and a detailed overview of what marketers need to consider for a product launch plan. 

1. Create a sense of excitement before the launch

Use social media networks like Instagram, Facebook, LinkedIn, and Twitter to get the word out about your new app. The product launch strategy here is to show just enough about your app to get people interested but not enough to give away everything. Use Instagram stories and Twitter polls to interact with people in real-time, and consider Reddit AMA (Ask Me Anything) meetings to get to know possible users better.

2. Build an engaging landing page for your app

The main page for your app is like its online shop window, so it needs to make a great first impression. A well-designed landing page should make it easy for users to learn about your app's unique features and benefits and then take the next step, such as signing up for an email list, pre-ordering the app, or participating in a contest before the app comes out.

Foodpanda Landing Page Example
Foodpanda Landing Page Example

3. Create app preview videos

Make product launch videos for your app that show its unique selling point, main features, and how it works. This is one of the popular and effective product launch strategies that aims to make videos as engaging and real as possible. Screen recordings, videos, and real-life examples of how to use something works great. Add voice-overs or writing on top to show how the key features work.

Finversity App Preview Video
Finversity App Preview Video

4. Run ads targeting potential new users

You can reach your target group with app install ads, paid social media posts, or PPC campaigns on Google Ads. Also, think about using influencer marketing to make a more personal connection. The recommendations of influencers can skyrocket the exposure and trustworthiness of your app. Influencer marketing is projected to reach $21.1 billion in 2024.

5. Use app review blogs

Putting your app up for big app review sites helps catch customer attention. Reach out to well-known blogs in your field and tell them about your app, focusing on what makes it unique. Try to get AppAdvice, Mashable, or TechCrunch to write about your app. Join relevant sites and communities like Quora or Reddit and talk about your app in a way that doesn't sound like advertising.

6. Start using app analytics

App data gives you information about how people use your app, how they use its features, and how well it generally works. Tools like Google Analytics, Firebase, and Mixpanel can keep track of key data like the number of new users, the length of a session, the number of people who leave without doing anything, and the number of people who do something. Tools like Optimizely that let you do A/B testing can help you improve different parts of your app based on how real users react to them.

7. Provide early access and beta testing

Before the official launch of a product, you can get useful user feedback by giving a small group of users early access or setting up beta testing events. It helps find bugs, make the site easier to use, and determine users' wants. Beta testing is easier with tools like TestFlight (iOS) and the beta program on the Google Play Console (Android). During this phase of a mobile app launch, actively ask users for feedback and fix any technical problems or problems with how the app works.

8. Communicate with early users

Talk actively with the first people who use your product. Respond to their questions and comments to show that you care about giving them a great app experience to build trust. Use communication channels like in-app chat, email, or social media to make this interaction easier.

9. Offer freemium versions or trials

Freemium models are a good way to get people to download your app for the first time. You give a free version with basic features and a paid version with more advanced features. Free trials also let people try out the full experience before buying. Ensure your free version or trial time is valuable enough to keep people interested.

10. Utilize app retention techniques

Getting new users is only half the fight; keeping them is the other. Keep people interested in your app by giving them personalized messages, adding new content, or adding new features. Set up a way for users to provide feedback and update your app based on user tastes and feedback. Remember that for your app to be successful in the long run, it needs to be able to change as user wants and market trends change.

The best way to get your app out there is to keep the user at the center of everything you do, and your app launch will be a great start to a long and successful journey in the app market.

How Reteno Can Help with Your First Marketing Campaigns

As mentioned above, personalized communication is the king of a successful app launch. With Reteno, you can reach users via any of the eight popular marketing channels:

Mobile push notifications

Even when the app is not being used, these alerts appear on the user's phone screen, making them effective and easy to see. They can be used to tell users about the app's release, share changes, or send personalized content to interest them in engaging with the app. 

Mobile Push Notification Example
Mobile Push Notification Example

In-app push notifications

In-app alerts are messages that users get while they are using your app. These can help new users get started, show off new features, make personalized suggestions, or encourage certain actions, like rating and reviewing a product. 

Email campaigns

Email marketing is still a successful way to reach many people and increase revenue. It's a great way to communicate in detail, like when you want to welcome new users, explain features, send custom content, or share success stories and reviews. Drip email marketing can help guide users from when they first sign up to when they become loyal and involved customers.

Reteno’s Email Examples
Reteno’s Email Examples

SMS campaigns

Even though newer platforms are becoming more popular, the SMS app launch campaign still has its own perks. It has a high rate of being opened and can be used immediately, making it great for sending fast updates and messages. It can send download links, codes for two-factor authentication, alerts, and special deals. 

Reteno’s SMS Builder
Reteno’s SMS Builder

Web push notifications

Users can get these alerts while viewing the web on their desktop computers or mobile devices, no matter what website they are on. They are a great way to get people interested in your website or app again, get them to come back, and keep them updated on the latest news, changes, or deals.


Instant messaging platforms like Facebook Messenger or WhatsApp give creators and users a place to talk to each other personally, two-way, which helps build better relationships with users. They can be used to make personalized suggestions, help customers, and share interesting content like movies and interactive tests.

Personalization for apps & web

Customer satisfaction and loyalty to your app will increase dramatically if you use collected data to tailor their interactions. User activity, preferences, and interactions are tracked to personalize information, suggestions, offers, and the user's overall experience.

Personalized Product Recommendations Example
Personalized Product Recommendations Example

App inbox notifications

App inboxes are dedicated spaces within your app where you may keep all of your contact with the user. Unlike push notifications, they are not time-sensitive and remain in the app until the user deletes them. They're ideal for holding descriptive messages such as use reports, feature descriptions, or changes to the terms of service.

Utilizing the needed channels will help you to get more benefits when implementing strategies to launch a new product. Visit our site and discover how to launch an app and build time-sensitive journeys with a reliable partner like Reteno.

App Inbox Example
App Inbox Example

Final Thoughts

The crucial steps to launch a new product include preparation, market research, successful marketing, and user feedback-based iteration. App developers can boost their chances of a successful app launch and win over their target audience by following the ten methods described above.



November 14, 2022

Vladyslav Pobyva


April 28, 2023

Ready to Gain Real
Competitive Advantage?

Get Started

See Your Messages Come to Life!

Get a firsthand look at how your messages will appear on user devices with our FREE simulator.

Preview Now

Evaluate and Elevate Your Push Notification Engagement

Are your pushes as compelling as they could be? Find out with our free preview tool. Instantly see how your notifications will display on iOS and Android, in both expanded and collapsed views.

This is your chance to fine-tune your messages to ensure they're not just seen but felt. Make every character and every push work harder for your engagement goals

Start the Test